Miravor Property Group

The Miravor company is a Family business, the founders and managers are invested both professionally and personally in the projects they develop and run. The company is named after a farm property at which the director raised his family. Their impressive development business of commercial and residential projects began in the 80’s kicking off with Sandridge Bay Towers- Port Melbourne (a true Melbourne Icon) in which they redeveloped factory warehouses through to their current project of Freight Drive Business Park in Robinsons Rise in Cobblebank. The focus with each project they develop is on the environment impact and sense of community. Consciously they work to reduce the impact on the environment; and hoped to create the same feeling in their customers.

The Miravor group have completed numerous commercial and residential property projects and are currently developing 3 projects across Victoria;

  • Robinsons Rise residential estate in West Melbourne (Cobblebank)
  • Freight Drive commercial office/warehouse development Somerton
  • An environmentally friendly SIPs homes in Dinner Plain

Digital White Space first collaborated with Miravor Property Group in December 2016.

OPPORTUNITYMiravor Property Group
INDUSTRYPhotography, Interiors
CLIENTMiravor Property Group
FOCUSStrategy for retail & e-commerce

The Brief

The Miravor group were looking for a complete marketing strategy plan to re-launch their brand and refresh all of their current communications.

  • Launch Miravor brand
  • Provide complete marketing support
  • Develop new website, key communication materials
  • Campaign creative
  • Sales brochure for real estate agents
  • Photoshoot direction (guidance) for past and upcoming projects

All of the marketing materials were to be printed as well as used online

Digital White Space provided them with a 3 phase approach starting with internal audit/discovery phase of the business, followed by a customer journey and creation of marketing and digital communications plan- tailored to the business and their audience.

Key Challenges

  • New to market
  • External perception limited
  • New to being a sales Real Estate Agent

Marketing Challenges

  • Need to manage fallout from “failed development”
  • Manage unhappy buyers “Failed stigma”

Objectives

  • Services geared to facilitate the project management and development of residential projects and commercial projects across Melbourne.
  • Assisting to communicate to investors the progress, whilst supporting the sales and marketing of projects through working with Real Estate agents.
  • Seeking to develop the right type of project, property and development that will deliver a solid ROI for investors we serve.
  • Working with
    • Architects,
    • Builders,
    • Real Estate Agents.

Approach

Digital White Space provided them with a 3 phase approach starting with internal audit/discovery phase of the business, followed by a customer journey and creation of marketing and digital communications plan- tailored to the business and their audience.

  • Photoshoot of all the previous projects of Miravor. They did not have any recorded data on the past projects
  • Telling the story of Miravor which started as a family business several years ago and were passionate about creating spaces that worked functionally and environmentally

Solution

Website

  • Responsive on all devices
  • Microsites for all past and future projects
  • Photographs of previous project sites

Infographic

  • Miravor believes in sustainability. By balancing energy efficient design with functional economical design on appropriately sized areas of land, they were keen on shaping a new generation of sustainable developments for now and the future.
  •  This message of medium density housing was brought across clearly by the infographic designed by Digital White Space based on research

Photography

Our photographer captured beautiful images of all past projects of Miravor, giving a facelift to the entire website

Branding

Since Miravor was focused on sustainability and took responsibility for our surroundings and environment, we redesigned their logo and repositioned the brand around the elements of earth – Water, Earth and Wind

Social Media

  • Social media profiles were created across; Facebook, Twitter and Instagram were also integrated with the website and managed.
  • Utilising internal social media management tools were also used to track analytics and adapt the social strategy based on results.
  • Active heat mapping was implemented on the web page which allowed the development of an optimum user interface.
  • All video, photography and advertising assets were managed across all social media profiles

SEO

Continous optimization of the website content and structure based on analytics data

Results

Owing to all the above activity, the website activity was boosted from 0 to an average of 20 sessions and 67 pageviews per week. The largest traffic source was organic.

Gallery