Kitchener Barracks digital strategy
Kitchener Barracks is a new collection of homes located in Chatham. This landmark development by TopHat is in a fascinating location, near to the historic dockyards and on a site that has a deep military heritage. We worked alongside our partner agency Key to create a compelling digital communication strategy for the brand that would drive lead generation and create a buzz within the local community.
The main aim was to build a dynamic digital presence that would support the wider marketing activity and drive qualified leads to the marketing suite. But this project was about more than just lead generation. It was about demonstrating TopHat’s unique proposition and communicating their focus on innovation and technology by creating a compelling brand narrative.
We hosted an immersive discovery workshop with the TopHat team to define the project goals, the USPs of the development and our unique tone of voice (which would also filter through to our social media campaign). It also identified the two biggest themes of the project: placemaking and regeneration.
Following this we launched a static landing page, which was created to capture initial leads and drive early awareness of the scheme. We then set about creating wireframes for a microsite that would showcase the scheme in all its glory, with imagery and content that would reflect the history and legacy of the site and capture what a special place it is to live. It was also important to align with the social media strategy and objectives, telling the unique story of Kitchener Barracks and showing TopHat’s alternative approach to property development.
Our strategy was based around the idea of ‘show not tell’. The aim of the microsite was to showcase the area and the product but ultimately it had to act as a teaser, pushing potential buyers to the marketing suite where they could find out more information. We focused on a minimal look and feel, optimising for mobile and making the content as easy as possible to digest. The content within the site is friendly and accessible, in keeping with the Kitchener Barracks tone of voice - there’s no jargon and the content blends product information with lifestyle-led content and photography.
We also developed a number of features within the site navigation to make it easy for potential buyers to find what they’re looking for. The ‘find a home’ section is simple to use, allowing visitors to browse the homes on offer and review floorplans, and the map and connections graphic demonstrate the excellent location (which was an important factor highlighted from the buyer persona research).
Unique Website Users