I oversaw copy and design teams to deliver digital, social media and print marketing content: ads, blogs, direct marketing, social media and email campaigns. To improve conversion rates, I created content for new landing pages, GIFs and videos.
I created these Tube ad concepts/designs, using humour to introduce the brand. I chose high-quality paintings to subconsciously reassure potential customers of a quality service, despite the low prices.
I try to spark positive change, so things work better, read better and look better:
Working with our cohesive teams, I helped set new standards for the tone of voice and look and feel of the brand. The easyProperty website looked a bit gloomy and uninspiring, so my team and I tweaked the messaging and imagery. In brand research, our target audiences felt these were excellent, much-needed changes.
When I arrived, the direct marketing mail campaigns were basic, bland and not persuasive. I came up with the concept for a series of folded mailers with a positive message outside and a letter from the local agent inside. I worked with Senior Designer Tess Christiansen on style.
The iPad presentations (to be shared one-to-one in potential customers’ homes) had a harsh, ‘hard sell’ feeling. I worked with Senior Designer Jay Samra to create a more polished and trustworthy presentation, with focused messages, intimate interiors imagery and a more natural flow.
On the social side, I managed the Facebook and Twitter accounts, organised the YouTube account and created playlists, and created a new Pinterest page. I also rolled out four branded Facebook pages for Local Property Experts. I worked closely with the Performance Marketing Manager on content for paid social and digital campaigns.
easyProperty had an offer for 6 months of free property management. I came up with the concept of a cross-channel campaign: ‘Landlord’s Day Off’. I worked with our Senior Designer Jay Samra to create a video, and with the wider team on emails, GDN ads, social and a takeover of the Daily Mail property investment page.