Summit Homes Group
With the building industry undergoing significant changes Intersect was tasked with the role of positioning Summit Homes Group as a quality family home builder with a range of innovative home designs for West Australians.
Our role in the repositioning of the brand started as a short-term contract however grew to a full time role as the portfolio of brands expanded to include the launch of New Generation Homes, Easystart Homes and management of all marketing for Lifestyle Homes, Summit Projects, Summit Home Improvements and land holdings Harrington Waters and Heritage Park.
Client objectives
- Provide an overarching marketing strategy and plan which could be implemented throughout each sub-business
- Work with sales management and team to develop sales tools and strategies
- Create digital platforms in an era where these tools were only just gaining traction
How we helped
Our key strength was in our ability to manage all marketing channels – strategy, brand management, PR, print, digital and media management, implement cost savings throughout the group plus drive strong sales growth.
As the brands grew Intersect placed a marketing team within the Summit Homes Group office resulting in efficient delivery of key strategies and tasks.
Daily tasks
- Attendance at weekly sales meetings
- Consultation with sales managers re campaign briefs and execution to market
- Creation and distribution for Work in Progress reports for internal team and key suppliers, defining key tasks, responsibilities and timelines
- Manage creative process including briefing, presentation of concepts and rollout
- Development and implementation of 12-month media strategy, resulting in significant cost savings due to integrated buying strategy
- Monthly channel reports
- Development and management of annual budgets including negotiation of long-term contracts and job estimates
- Planning and implementation of consumer and media events
- Management and implementation of websites across all brands and completing regular website updates
- Ongoing market research
- Participation in product development and differentiation
- Sponsorship management
The Result
- Consolidation of media buying, transition to use of print broker for brand and budgetary consistency, development overarching budgets and regular monthly reporting resulted in significant savings across the group.
- Working with the sales and marketing managers and understanding sales targets, ratio’s and targets along with delivering product which was in line with market needs; resulted in strong sales growth across all brands.
- Turnaround of market perception of Summit Homes from old fashioned dull box style home builder to a builder which could build innovative stylish open space homes that were not only affordable but which were of high quality.