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There’s nothing grey or boring about the retirement market. In fact the
sector is now so competitive that the successful names are those which
harness the full range of marketing and promotional techniques – and
it’s why English Courtyard keeps its reputation as one of the top
developers of prestigious retirement properties nationwide.
Since its
formation in 1978, English Courtyard sat comfortably at the top end of
the market, but in the last decade copycats jumped on the band wagon,
aiming to take a slice of the action. It meant that English Courtyard
needed to ensure the brand retained its distinctly different status
firstly by strengthening its internal marketing team, and then
recruiting CCA and Omnia to assist with an integrated communications
programme.
Market research was top of the agenda. An intensive
programme was conducted through CCA to delve into the attitudes of both
existing and potential English Courtyard purchasers. The results helped
to guide a fully integrated communications programme, which is already
delivering results.
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