A new chapter for Story Homes

The Client

Story Homes is a leading residential developer with a great reputation for building high-quality, high-specification homes.

The business appeared in The Sunday Times’ Profit Track 100 in 2017 and has grown rapidly, with ambitious plans for continued expansion across England and Scotland.

The Brief

To develop a brand identity and communications strategy that would build trust, reflect quality and appeal to an aspirational consumer.

Redefining the Brand

A process of internal and external research and analysis helped us to establish the most effective ways to reposition the brand, making it synonymous with quality and an aspirational lifestyle.

We produced brand guidelines and a suite of templates to ensure a consistent look and feel across the whole set of brand assets.

Story Living Magazine

We devised the Story Living magazine to broaden understanding of the company’s offer in a high value and engaging manner.

The stylish 52-page magazine has an engaging mix of content – including interviews with celebrities such as Liz Hurley and Jools Oliver, Q+As with industry experts such as Kelly Hoppen, interiors trends, holiday features, competitions and regional focuses combined with Story Homes development updates, customer and company news and industry info.

Story Living continues to thrive with content being shared across the company’s website and social media channels.

Photography

A key element of the brand’s visual identity is its photography.

We developed an elegant and editorial photography style, quite unlike that of Story Homes’ competitors.

Social Hype

Our team developed and implemented a social media strategy to reach a range of audiences.

We created a mix of content to inform, inspire and educate social audiences about what makes Story Homes special. This featured property updates, positive customer feedback, lifestyle content and helpful tips and advice for homeowners.

We then produced the content in formats for Facebook, Twitter, LinkedIn and Pinterest.

Organic content was supported with a highly targeted Facebook advertising campaign that continues to perform significantly better than industry standard.

The personalised approach on each platform has connected Story Homes with its residents and potential customers – an excellent way to deploy user generated content into the wider marketing campaign.

Digital Design and Development

Digital Design and Development

We redesigned Story Homes’ website in line with the updated brand, focusing on customer experience.

As part of this we developed, designed and implemented the ‘My Story’ customer portal where Story Homes’ customers have private access to an interactive space, tailored to their own personal journey, from paying their deposit to their moving in day.

The portal holds each buyer’s details and house buying information customised with their choices. Push notifications act as gentle reminders of what needs to be done at each stage of the buying process.

The latest addition to the My Story portal is a kitchen configurator – allowing customers to configure one of the most important rooms in their new home at their leisure – while giving Story Homes the opportunity to showcase and sell a great range of products.

Results

640,000

people reached through Facebook advertising over six months

Effectively repositioned Story Homes

creating positive sales climate

384%

increase in visits to Story Homes’ website

CIPR Logo

Award-winning publication

Best Publication (Story Living)
CIPR PRide Awards

“We have worked with Cool Blue for over three years now during a period of rapid growth. During this time we have moved from a single regional delivery model to a multi-regional delivery model. Cool Blue's team helped us to develop our brand and communications strategy so that our business can successfully compete with major national housebuilders. Their work has made a dramatic positive impact in how our brand is perceived amongst buyers."

Steve Errington,
Story Homes,
Chief Executive

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