Creating a Compelling Concept for Coppice Meadow
Client
Elivia Homes
Services
Brand Identity, Media Strategy & Media Buying
Elivia Homes approached us to support their Scotland Place development, which had launched in April 2024 but was underperforming against sales targets. In the months prior, both lead generation and site visits had declined, and there was limited proactive marketing activity in place. The development was positioned under the main corporate brand, which wasn’t fully resonating with the intended audience or reflecting the calibre of the homes. There was a clear need to re-energise interest, better define the target market, and create a more compelling proposition that would drive both engagement and qualified enquiries.
We undertook a strategic review of the development to identify opportunities to strengthen its market positioning and appeal. This led to the creation of a distinct premium identity, repositioning the scheme as Coppice Meadow to better reflect the quality and setting of the homes, while maintaining a clear link to the parent brand. Following the rebrand, our Media team introduced a bespoke campaign to increase visibility beyond organic channels, targeting key audiences with tailored messaging. Three distinct audience groups were identified, each supported by a dedicated creative route, ensuring a more focused and effective approach.
The repositioning led to a clear uplift in interest and engagement. The new identity better aligned the development with its intended audience, while the targeted campaign approach drove stronger quality enquiries. Sales momentum improved quickly following relaunch, with increased activity both online and on-site. The development regained traction in the market, giving the sales team a stronger platform to convert interest into reservations. Overall, the combination of strategic repositioning, creative execution and targeted media successfully transformed the performance of a previously underperforming site.
Following two months of live activity, Coppice Meadow’s launch campaign saw over: