ACORN PROPERTY GROUP

Partnering to support positive reputation and drive brand awareness in the regions

10+

developments supported

media mentions

award shortlists

100%

client satisfaction

“It was great to work in partnership with the Acorn marketing team and sales representatives from their schemes across the region. We were able to offer support where it was needed the most, from launching new schemes and supporting sales to driving positive reputation in new areas and with new audiences.”

Helen Embleton,
AMBITIOUS team lead for Acorn Property Group

Working in partnership to support positive reputation and drive brand awareness in the regions

INSIGHT

Acorn Property Group is an independent development and regeneration specialist that has successfully created a range of refurbishment-led and new build schemes across residential and commercial markets.

Keen to ‘reset’ its PR, Acorn wanted a renewed focus on individual schemes and the communities which surround them.
As a developer, they were also keen to extend their network both in the market and in the region.

Recognising the need for a strategic approach to PR for property development, AMBITIOUS was awarded a brief to provide a tailored PR strategy to:

Support Acorn’s corporate reputation, through media, awards and issues management.
Support the sales pipeline for individual residential schemes through proactive PR.
Reinforce positive reputation for Acorn as a developer in locations where it is seeking planning permission.

IDEAS

The AMBITIOUS team worked with Acorn to prioritise where PR support was required with a marketing co-ordinator assigned for each relevant scheme.

AMBITIOUS mapped out media channels according to target audiences. Based on ongoing conversations with the marketing co-ordinators, the communications strategy was then built around the needs of each scheme and based on its USPs, its context within each region and the profile of the buyer and stakeholder as relevant.
A strategy to build positive reputation through proactive media outreach and endorsement was developed.
Working with Acorn, AMBITIOUS developed a consistent drumbeat of stories to support schemes – whether they are in planning, being sold off plan, or build complete.
Buyer case studies and award wins stories were developed around Acorn’s environmental credentials and community consultation.
AMBITIOUS worked with Acorn to anticipate any challenges around planning applications and drive positive coverage in media to support this.An awards programme provided third party endorsement for Acorn’s developments and its people to supplement media coverage.

IMPACT

Over a 12 month period, AMBITIOUS has:

Refocused Acorn’s PR programme to a more regional model, driving awareness of the brand, its people and proposals for development in specific regions and communities.
Delivered a consistent stream of media coverage to support Acorn schemes, which resulted in 85 mentions over 12 months from proactive media outreach.
Drove a positive profile for Acorn through media coverage and awards nominations. This ranged from hyper-local newspapers and community news sites, to regional and national property media.
In towns and regions where the media landscape was light, AMBITIOUS found new ways of driving awareness, through channels owned by community groups and local events.
Identified and entered six award schemes to highlight best practice and landmark developments , with all nominations shortlisted and two winners.
Facilitated introductions in the region and the market through, local business round tables and AMBITIOUS hosted networking events.
Through senior counsel, advised Acorn on communications strategy to support planning applications, across the region.
Acting as a ‘critical friend’, reviewed and advised how the business should communicate its sustainability credentials.

READY TO ELEVATE YOUR BRAND?

Fill out the form below to get in touch with our team. Whether you have a question, need more information, or are ready to start a project, we’re here to help.