— Targeted Marketing
Situated in one of London’s most revered neighbourhoods, Wainbridge’s latest residential property development is aimed at the top of the ultra-high-net-worth tier. As leader of the strategy team, my goal was to unlock critical information and key findings that could be used to engage with this elite group.
I initiated quantitive and qualitative research into the world’s ultra-affluent population and personally conducted interviews with industry specialists. And, to further understand and define the global billionaire set, I used in-depth global studies and definitive local market analysis by region, country, gender and by social and philanthropic interests.
We anticipated future market trends and forecasted a vision of service for the ‘next generation of super-luxury residential’. I developed a bespoke service proposition which offered meaningful assistance and ensured the residents’ experience would be tailored to their needs.
The final brand toolkit comprised brand character, brand proposition, communication approach, naming, marketing communications, experiential design and a clearly defined service proposition. By establishing these strategies and service innovations, we enabled the client to communicate confidently with their target audience.