HELPING THE EXPERTS SELL MORE
Media giant Bauer Media, are New Zealand’s largest and most influential publisher and owner of Property Press – the most successful property publication in the country.
Property Press are a counter-cyclical title in the publication world. Part of an industry where shrinking title equity and readerships are common, Property Press continues to experience year-on-year growth and customer relevance. But even for them, things had begun to change.
Although very successful, decision makers had begun to feel the title wasn’t maximising its opportunity and needed a freshen-up. Initially underwhelmed by their first design attempts, Voice was recommended to Bauer based on property portfolio and experience in the real estate industry.
Voice worked first to set the strategy for the brand, a ‘back to basics’ approach that would help the client understand what made Property Press special. Given their three consumer segments – real estate agents, property buyers and property sellers – the publication needed reasons to engage with them through the development of a strategic common ground.
The development of a new brand essence (and eventually the tagline) for the brand became “Serious About Property”. An essence that gave meaning to the activity the magazine undertook, whether it was engaging buyers through attractive property listings or attracting agencies through capability and market reach.
A DESIGN-LED APPROACH
Next was the task of refreshing the brand identity and the magazine masthead. Voice saw the opportunity for the brand to extend to other areas of the business such as sponsorship. “The Property Press brand needed to be reengineered and become almost productised, so that it could move away from the magazine”, said Jonathan Sagar. “We achieved this by creating an extra brand tag with two capital P’s, side by side. This tag could be easily shifted to other pieces of communication as and when needed”.
The new brand tag was coupled with a classy typeface to complete the masthead redesign. “We chose the classic typeface, Neue Haas Grotesk, for the masthead, a modernist font developed in Switzerland in the 1950’s. The idea here was to create a design-led approach the sat well within the home design and architecture field”, Jonathan says.
ALIGNING ALL ACTIVITY
Once all the large thinking was complete, Voice worked with the client to audit, address and refine the title’s marketing communications – ensuring all activity was aligned to the new thinking and look, but more importantly, worked hard to engage agents, buyers and sellers and engender trust in the publication and its capability.
RESULTS THAT SPEAK LOUDLY
Since the rebrand, Property Press has become more relevant than ever, in a world where print media is on the decline. In December 2014, the Property Press Central Auckland printed the largest issue ever – in fact this issue became so heavy (over 1Kg per copy), that it could no longer be delivered door-to-door.
“We were put onto Voice by a trusted client and on meeting Jono we were immediately put at ease with his style, knowledge and almost immediate understanding of what we were trying to achieve. Voice have delivered more than we imagined and have become a valued partner of the business, helping to bring all of our collateral and branding to the next level. If you want to develop an individual branding strategy for your business, I couldn’t recommend Voice highly enough.”
Commercial Manager – Property Press/ Bauer Media Group (NZ)