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Genius Homes Farm Staff Housing
Awards
Channel Bronze - CRM Multi-Channel
Entrant
Vanguard 86
Nominee
Genius Homes
Entrant Credits
Thomas Emmerson, Laura Crombie, Rakesh Patel
Nominee Credits
Jeremy Richards
Entry Rationale
Genius Homes build fast and hassle-free houses delivered in under 20 weeks. Reliant on traditional outbound marketing Genius Homes sought a new approach to target one of the most traditionalist segments of New Zealand - farmers. A multi-channel, measurable, repeatable inbound marketing approach was developed.

Having relied on mass-media and OOH marketing Genius Homes wanted to spend less but get more when promoting its farm staff accommodation to prospective buyers. For the first time ever, Genius Homes adopted a blended digital and traditional marketing strategy.

The 'hit and hope' approach to advertising was costly, crafting a campaign that was multi-level and where touchpoints and drop-off points were visible for ongoing improvements drove the desire for change. Key to the strategy was an ambitious sales target for the year, a 20% increase on the previous year with this farm campaign integral to achieving this target.

Genius Homes invested heavily in their goal by replacing legacy software systems and processes with cutting-edge cloud-based platforms. From email sending, blogging, sales dashboards to website hosting everything was overhauled to deliver on these ambitious sales goals. New technology was only the beginning. Partners were sought to deliver best-in-class approaches in multiple fields and new advertising avenues explored.

The results were extraordinary. Website visitors across the 3 months the campaign ran were up by between 135% and 173% on the year before with a 192% increase in deals created vs the year before. Total enquiries for the target market increased by 387.5% vs the same campaign the previous year and total ROI for the campaign was 3,082%.

The success of this campaign has cemented the relationship with the agency and the legacy content marketing assets continue to drive leads to the client month after month. Organic keyword ranking has improved and more assets now exist to support sales.