CASE STUDY: CENTRICK PROPERTY
Over 170
pieces of coverage
65+
targeted publications
18.7 million
media reach
653% increase
in social media engagement
If there’s one thing EAST VILLAGE. loves, it’s an independent business that has the determination and dedication to challenge the big players. It’s these values that made our property PR partnership with Centrick such a fruitful one.
EAST VILLAGE. was initially instructed to lead and deliver Centrick’s property PR; to get its work, team, and expertise more widely recognised across the region and property trade media. Less than 12 months after starting together, Centrick then tasked EAST VILLAGE. with replicating the same success on its social media channels; creating a joined-up communications strategy across the Group.
What’s more, we also supported the team’s wider sales strategy by creating a series of bespoke brochures outlining Centrick’s key services and expert teams.
ELEVATE: Bringing our expertise to the table
Family-run and values-focused, Centrick’s approach to leading the way in residential – and more recently, commercial – property is one that sets it apart. It has seen the team represent some of the Midlands’ most iconic buildings and work alongside the nation’s most notable developers.
In the initial stages, we worked with Centrick’s in-house team to draw up a property PR plan that plotted key milestones and business projections to build stories around. Having been underwhelmed by PR agencies who had over-promised and under-delivered in the past, this approach ensured Centrick was informed with plans and expectations, and it also created a working document that both the board and comms team could feed into.
The focus remained keeping the Centrick team focused on quality over quantity when it came to property PR. With ‘wins’ achieved by Centrick every day, EAST VILLAGE.’s role was to advise on what is newsworthy in its own right, and what was less compelling for regional business and national trade media. The reactive nature of Centrick’s work also meant that we had to be on-hand to create breaking stories to issue, sometimes on the same day they were briefed.
ACHIEVE: What success looked like
EAST VILLAGE.’s work with Centrick saw the property experts enjoy wide-reaching coverage – from all the regional’s key business titles as well as national property press, including Property Week, Housebuilder, and Estate Agent Today, to name a few. Further to this, EV.’s reactive approach to the developing stories in the sector has also seen Centrick secure national primetime slots with ITV News, grace the air-waves with BBC WM, and feature in the pages of Metro and Grand Designs Magazine.
During our time working together, EAST VILLAGE. secured over 177 pieces of coverage in 65+ publications. This resulted in a reach of 497K and a circulation of 18.7million.
Following a successful first 10 months of property PR, Centrick made the jump to use EAST VILLAGE. as its social media managers too. This saw EAST VILLAGE. manage both Centrick’s central pages on Instagram, Twitter, Facebook and LinkedIn, as well as its individual regional pages too. To do this, we not only focused on content and copy creation, but community engagement, growth strategy, and consultancy for ads too. What’s more, we also helped to upskill Centrick’s in-house team by delivering a bespoke training session; this was then followed-up with EAST VILLAGE.’s account team providing consistent, day-to-day support, tips and tricks.
In the first month alone, Centrick’s organic Instagram engagement grew by 653%, with total impressions exceeding 282,000 and profile visits increasing by 92%. By February 2022, our social media strategy resulted in over 2.7million impressions across all platforms; with a further reach of 2.9 million on Facebook alone, alongside a reach of 141K on Instagram.
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