Mixed-use marketing - Revision history

Designing Buildings: Reverted edits by Nouman (talk) to last revision by Editor

2026-09-19T06:49:35Z

Reverted edits by Nouman (talk) to last revision by Editor

← Older revision		Revision as of 06:49, 19 September 2026
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	However, given the scale and complexity of mixed-use schemes, this statement falls short. A single campaign is rarely enough for a mixed-use scheme. Marketing it effectively requires a layered programme of multiple, connected campaigns, along with the support of multiple groups of stakeholders and end users. In order to deliver this, mixed-use marketing can benefit from adopting some of the principles of place branding alongside its traditional property marketing approach.		However, given the scale and complexity of mixed-use schemes, this statement falls short. A single campaign is rarely enough for a mixed-use scheme. Marketing it effectively requires a layered programme of multiple, connected campaigns, along with the support of multiple groups of stakeholders and end users. In order to deliver this, mixed-use marketing can benefit from adopting some of the principles of place branding alongside its traditional property marketing approach.
−
−	~~== Understanding SEO and PPC ==~~
−
−	~~Before comparing the two strategies, it is useful to understand what each one actually does.~~
−
−	SEO is the process of improving a website so search engines can better understand its pages and users can find useful information more easily. It includes areas such as content, website structure, technical performance, internal linking, keywords, and user experience.
−
−	PPC is a paid advertising model where businesses typically pay when someone clicks on their advertisement. Search ads can appear prominently when users search for specific terms, allowing businesses to reach potential customers without waiting for organic rankings.
−
−	~~The difference is simple: SEO works toward earning visibility, while PPC pays for targeted visibility.~~
−
−	~~== What Makes SEO Valuable for Businesses? ==~~
−
−	~~SEO can be particularly useful for businesses that want to build a lasting presence in search.~~
−
−	A well-optimized website can attract people who are actively looking for information, products, or services related to the business. Instead of paying for every individual visit, organic search can continue bringing visitors as pages gain visibility.
−
−	~~However, SEO is not simply about adding keywords to pages.~~
−
−	~~=== On Page Optimization Matters ===~~
−
−	~~The quality of individual website pages has a major role in SEO. Businesses need to make sure their pages clearly communicate what they offer and match what users are searching for.~~
−
−	This is where [https://markrevol.com/services/on-page-seo/ on-page SEO services] can become relevant. Effective on-page optimization can involve improving titles, headings, content structure, internal links, keyword usage, and other elements that help search engines and visitors understand a page.
−
−	~~The goal should not be to make a page look optimized for a search engine. It should be to make the page genuinely useful for the person who arrives on it.~~
−
−	~~=== Technical SEO Supports Organic Visibility ===~~
−
−	~~Even excellent content can struggle if a website has technical problems.~~
−
−	Search engines need to be able to crawl and understand a website properly. Issues involving indexing, broken links, site architecture, redirects, page performance, duplicate content, or other technical elements can affect how a site is discovered and interpreted.
−
−	~~Working with a [https://markrevol.com/services/technical-seo/ technical SEO agency] can help businesses identify and address these types of problems as part of a broader SEO strategy.~~
−
−	~~Technical SEO may not always be visible to visitors, but it can have an important role in creating a website that search engines can access and understand.~~
−
−	~~== Why Keyword Strategy Matters in SEO ==~~
−
−	~~Keywords are an important part of search marketing, but choosing keywords is only the beginning.~~
−
−	~~A business may have several pages that appear relevant to similar search terms. If those pages target the same intent without clear differentiation, they can compete with one another.~~
−
−	~~This situation is commonly known as keyword cannibalization.~~
−
−	~~=== How to Avoid Keyword Cannibalization ===~~
−
−	~~Understanding [https://markrevol.com/blog/seo-keyword-mapping-cannibalization/ how to avoid keyword cannibalization] starts with giving each important page a clear purpose.~~
−
−	Businesses can map keywords according to search intent and determine which page should target a particular topic. Similar pages can sometimes be combined, while others may need clearer distinctions in their content and targeting.
−
−	~~A thoughtful keyword map can make a website easier to organize and can help prevent multiple pages from chasing the same search opportunity.~~

	== How a place branding approach can help ==		== How a place branding approach can help ==
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	--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)		--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)

−	[[Category:DCN_Education_and_Training]] [[Category:DCN_Guidance]] [[Category:Education~~]] [[Category:Organisations~~]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures~~]] [[Category:Cost_/_business_planning~~]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:DCN_Education_and_Training]] [[Category:DCN_Guidance]] [[Category:Education]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]

Nouman at 18:01, 18 September 2026

2026-09-18T18:01:24Z

← Older revision		Revision as of 18:01, 18 September 2026
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	However, given the scale and complexity of mixed-use schemes, this statement falls short. A single campaign is rarely enough for a mixed-use scheme. Marketing it effectively requires a layered programme of multiple, connected campaigns, along with the support of multiple groups of stakeholders and end users. In order to deliver this, mixed-use marketing can benefit from adopting some of the principles of place branding alongside its traditional property marketing approach.		However, given the scale and complexity of mixed-use schemes, this statement falls short. A single campaign is rarely enough for a mixed-use scheme. Marketing it effectively requires a layered programme of multiple, connected campaigns, along with the support of multiple groups of stakeholders and end users. In order to deliver this, mixed-use marketing can benefit from adopting some of the principles of place branding alongside its traditional property marketing approach.
		+
		+	== Understanding SEO and PPC ==
		+
		+	Before comparing the two strategies, it is useful to understand what each one actually does.
		+
		+	SEO is the process of improving a website so search engines can better understand its pages and users can find useful information more easily. It includes areas such as content, website structure, technical performance, internal linking, keywords, and user experience.
		+
		+	PPC is a paid advertising model where businesses typically pay when someone clicks on their advertisement. Search ads can appear prominently when users search for specific terms, allowing businesses to reach potential customers without waiting for organic rankings.
		+
		+	The difference is simple: SEO works toward earning visibility, while PPC pays for targeted visibility.
		+
		+	== What Makes SEO Valuable for Businesses? ==
		+
		+	SEO can be particularly useful for businesses that want to build a lasting presence in search.
		+
		+	A well-optimized website can attract people who are actively looking for information, products, or services related to the business. Instead of paying for every individual visit, organic search can continue bringing visitors as pages gain visibility.
		+
		+	However, SEO is not simply about adding keywords to pages.
		+
		+	=== On Page Optimization Matters ===
		+
		+	The quality of individual website pages has a major role in SEO. Businesses need to make sure their pages clearly communicate what they offer and match what users are searching for.
		+
		+	This is where [https://markrevol.com/services/on-page-seo/ on-page SEO services] can become relevant. Effective on-page optimization can involve improving titles, headings, content structure, internal links, keyword usage, and other elements that help search engines and visitors understand a page.
		+
		+	The goal should not be to make a page look optimized for a search engine. It should be to make the page genuinely useful for the person who arrives on it.
		+
		+	=== Technical SEO Supports Organic Visibility ===
		+
		+	Even excellent content can struggle if a website has technical problems.
		+
		+	Search engines need to be able to crawl and understand a website properly. Issues involving indexing, broken links, site architecture, redirects, page performance, duplicate content, or other technical elements can affect how a site is discovered and interpreted.
		+
		+	Working with a [https://markrevol.com/services/technical-seo/ technical SEO agency] can help businesses identify and address these types of problems as part of a broader SEO strategy.
		+
		+	Technical SEO may not always be visible to visitors, but it can have an important role in creating a website that search engines can access and understand.
		+
		+	== Why Keyword Strategy Matters in SEO ==
		+
		+	Keywords are an important part of search marketing, but choosing keywords is only the beginning.
		+
		+	A business may have several pages that appear relevant to similar search terms. If those pages target the same intent without clear differentiation, they can compete with one another.
		+
		+	This situation is commonly known as keyword cannibalization.
		+
		+	=== How to Avoid Keyword Cannibalization ===
		+
		+	Understanding [https://markrevol.com/blog/seo-keyword-mapping-cannibalization/ how to avoid keyword cannibalization] starts with giving each important page a clear purpose.
		+
		+	Businesses can map keywords according to search intent and determine which page should target a particular topic. Similar pages can sometimes be combined, while others may need clearer distinctions in their content and targeting.
		+
		+	A thoughtful keyword map can make a website easier to organize and can help prevent multiple pages from chasing the same search opportunity.

	== How a place branding approach can help ==		== How a place branding approach can help ==
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	--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)		--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)

−	[[Category:DCN_Education_and_Training]] [[Category:DCN_Guidance]] [[Category:Education]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:DCN_Education_and_Training]] [[Category:DCN_Guidance]] [[Category:Education]] [[Category:Organisations]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Cost_/_business_planning]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]

Editor at 18:21, 27 October 2020

2020-10-27T18:21:27Z

← Older revision		Revision as of 18:21, 27 October 2020
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	There are many providers offering monitoring services based on content analysis including - [http://www.mediatenor.com http://www.mediatenor.com] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.		There are many providers offering monitoring services based on content analysis including - [http://www.mediatenor.com http://www.mediatenor.com] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

−	~~= Find out more =~~	+	= Related articles on Designing Buildings Wiki =
−		+
−	=== Related articles on Designing Buildings Wiki ===	+

	* [[Brand_guidelines\|Brand guidelines]].		* [[Brand_guidelines\|Brand guidelines]].
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	--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)		--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)

−	[[Category:~~Education~~]] [[Category:~~DCN_Education_and_Training~~]] [[Category:~~Projects_and_case_studies~~]] [[Category:~~DCN_Project_Knowledge~~]] [[Category:Research_/_Innovation~~]] [[Category:DCN_Research,_Development_and_Innovation~~]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components~~]] [[Category:DCN_Product_Knowledge~~]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:DCN_Education_and_Training]] [[Category:DCN_Guidance]] [[Category:Education]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]

Designing Buildings at 13:24, 3 July 2020

2020-07-03T13:24:23Z

← Older revision		Revision as of 13:24, 3 July 2020
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	* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?		* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?
	* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.		* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.
−	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense~~] and [https://www.manageflitter.com/_ ManageFlitter~~].	+	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense].
	* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.		* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.
	* Sign ups to newsletters, enquiries.		* Sign ups to newsletters, enquiries.
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	--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)		--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)

−	[[Category:Education]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:Education]] [[Category:DCN_Education_and_Training]] [[Category:Projects_and_case_studies]] [[Category:DCN_Project_Knowledge]] [[Category:Research_/_Innovation]] [[Category:DCN_Research,_Development_and_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:DCN_Product_Knowledge]] [[Category:Property_development]] [[Category:Roles_/_services]]

Designing Buildings at 17:23, 21 March 2019

2019-03-21T17:23:48Z

← Older revision		Revision as of 17:23, 21 March 2019
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	The team should continue to focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better. The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:		The team should continue to focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better. The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:

−	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation and knowledge sharing. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com~~/__~~ http://www.dropbox.com/]) and share CGIs etc.	+	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation and knowledge sharing. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com http://www.dropbox.com/]) and share CGIs etc.
	* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views.		* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views.
	* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.		* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.

Designing Buildings at 15:18, 20 March 2019

2019-03-20T15:18:04Z

← Older revision		Revision as of 15:18, 20 March 2019
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	* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]		* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]
	* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay damages.		* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay damages.
−	* Check whether the URL is available (you may need to find alternative forms or endings) ~~- [https://www~~.~~123-reg.co.uk/__ https://www.123-reg.co.uk/]~~	+	* Check whether the URL is available (you may need to find alternative forms or endings).
	* Check what social media handles are available on the platforms you plan to use, most likely Twitter, Facebook, Instagram, Linked-In, YouTube.		* Check what social media handles are available on the platforms you plan to use, most likely Twitter, Facebook, Instagram, Linked-In, YouTube.

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	* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?		* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?
	* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.		* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.
−	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].	+	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].
	* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.		* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.
	* Sign ups to newsletters, enquiries.		* Sign ups to newsletters, enquiries.

Alex Harvie at 07:44, 8 August 2018

2018-08-08T07:44:56Z

← Older revision		Revision as of 07:44, 8 August 2018
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	* Footfall – trackers can be placed at key entry points to a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points to a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - http://www.mediatenor.com which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [http://www.mediatenor.com http://www.mediatenor.com] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =
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	=== Related articles on Designing Buildings Wiki ===		=== Related articles on Designing Buildings Wiki ===

		+	* [[Brand_guidelines\|Brand guidelines]].
	* Constructing a three year strategic marketing plan.		* Constructing a three year strategic marketing plan.
	* Embedding successful key client management.		* Embedding successful key client management.

Designing Buildings at 08:04, 7 August 2018

2018-08-07T08:04:34Z

Designing Buildings at 07:55, 7 August 2018

2018-08-07T07:55:34Z

← Older revision		Revision as of 07:55, 7 August 2018
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	== Stage 2: Strategy ==		== Stage 2: Strategy ==

−	Insights gained at stage 1 will dictate the shape of the strategy, for example in terms of commitments made in planning, scale of offer made to local community etc. The strategy should identify what the marketing team aims to achieve over time, and it should be segmented by sector (residential/commercial/leisure/community).	+	Insights gained at stage 1 will dictate the shape of the strategy, for example in terms of commitments made in planning, the scale of the offer made to the local community etc. The strategy should identify what the marketing team aims to achieve over time, and it should be segmented by sector (residential/commercial/leisure/community etc).

	The strategy should consider issues of risk and reputation management for the developer/funding companies involved as well as the place being marketed. Place brands must be developed with care because even though place branding is about linking an impression with a ‘true identity of place’; the notion of identity is subject to change as well as political interpretations.		The strategy should consider issues of risk and reputation management for the developer/funding companies involved as well as the place being marketed. Place brands must be developed with care because even though place branding is about linking an impression with a ‘true identity of place’; the notion of identity is subject to change as well as political interpretations.
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	* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]		* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]
−	* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay ~~punitive~~ damages.	+	* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay damages.
	* Check whether the URL is available (you may need to find alternative forms or endings) - [https://www.123-reg.co.uk/__ https://www.123-reg.co.uk/]		* Check whether the URL is available (you may need to find alternative forms or endings) - [https://www.123-reg.co.uk/__ https://www.123-reg.co.uk/]
−	* Check what social media handles are available on the platforms you plan ~~on using~~, most likely Twitter, Facebook, Instagram, Linked-In.	+	* Check what social media handles are available on the platforms you plan to use, most likely Twitter, Facebook, Instagram, Linked-In, YouTube.

	Develop a compelling and memorable visual brand. It should project what the scheme will offer as well as its unique character. The brief for your branding company should reflect the insights stage of work so the purpose of the brand is clear, as well as any element of heritage in the scheme.		Develop a compelling and memorable visual brand. It should project what the scheme will offer as well as its unique character. The brief for your branding company should reflect the insights stage of work so the purpose of the brand is clear, as well as any element of heritage in the scheme.

	* Once you have a brand, create a website which embodies it visually and in compelling copy.		* Once you have a brand, create a website which embodies it visually and in compelling copy.
−	* The website should be responsive and mobile-first in its build. Set up analytics to be able to monitor average time spent on ~~page~~, bounce rate, and conversion rates. You may want to include a system to be able to track conversions from social media.	+	* The website should be responsive and mobile-first in its build. Set up analytics to be able to monitor the average time spent on pages, bounce rate, and conversion rates. You may want to include a system to be able to track conversions from social media.
	* You may want to put up a holding page with sign up information while the website is under construction.		* You may want to put up a holding page with sign up information while the website is under construction.
	* The website will be the main point of contact for the scheme. First impressions take under a second and only take in the ‘above the fold’ content.		* The website will be the main point of contact for the scheme. First impressions take under a second and only take in the ‘above the fold’ content.
−	* The website should be designed as a system of templates so you can add pages or alter content (and the emphasis of particular pages) through the life of the scheme.	+	* The website should be designed as a system of templates so you can add pages or alter content (and the emphasis of particular pages) through the life of the scheme without incurring additional design or development fees.
−	* Note – if you opt for an open source platform, ~~you~~ will be ~~able~~ to ~~move~~ web designers during the life of your scheme~~, if~~ you opt for a proprietary build this is ~~unlikely to~~ be possible.	+	* Note – if you opt for a simple, or open source platform, it will be easier to change web developers and designers during the life of your scheme. If you opt for a more complex, proprietary build this is may be less possible.
	* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.		* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.

−	Detailed programme	+	== Detailed programme ==

	The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:		The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:

−	Digital work	+	Digital work:

	* SEO		* SEO
	* Website developments		* Website developments
	* Social media.		* Social media.
−	* PPC (pay per click).	+	* PPC (pay per click) advertising.

−	Narrative development.	+	Narrative development:

	* Commission photography – this can be important for PR work.		* Commission photography – this can be important for PR work.
−	* Note that different social channels carry narrative threads very differently.	+	* Note that different social media channels carry narrative threads very differently.

−	Community outreach work	+	Community outreach work:

−	* Newsletter delivered to local communities. With Considerate Constructors it is for the construction team to take on a door drop of newsletters and they tend to include information on disruption, road closures etc as well as the build programme. It is important that they also have contact details for any complaints about noise.	+	* Newsletter delivered to local communities.
	* Events and activities programme.		* Events and activities programme.
	* Open sessions to hear about the scheme.		* Open sessions to hear about the scheme.

−	Sales support elements ~~created~~	+	NB Considerate Constructors require that the construction team prepare newsletters including information on disruption, road closures etc as well as the build programme. It is important that they also have contact details for any complaints about noise.
		+
		+	Sales support elements:

	* A marketing space, taking into consideration the customer journey and signage involved		* A marketing space, taking into consideration the customer journey and signage involved
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	* Printed collateral – brochures, flyers, invitations		* Printed collateral – brochures, flyers, invitations
	* A lifestyle film demonstrating the finished scheme		* A lifestyle film demonstrating the finished scheme
−	* Show ~~apartment~~ – this is often within the marketing space	+	* Show spaces – this is often within the marketing space
	* Advertising		* Advertising
	* Hoarding and signage on site		* Hoarding and signage on site
	* Bags, umbrellas, etc		* Bags, umbrellas, etc

−	PR and launch events	+	PR and launch events:

−	These will be different participants, aimed at different audiences as the scheme develops. A community event has a different structure and approach to a corporate topping out.	+	* These will include different participants and be aimed at different audiences as the scheme develops. A community event has a different structure and approach to a corporate topping out.

	== Stage 4: Implementation (go live) ==		== Stage 4: Implementation (go live) ==
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	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =

Designing Buildings at 07:44, 7 August 2018

2018-08-07T07:44:17Z

← Older revision		Revision as of 07:44, 7 August 2018
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	== Stage 1: Insights ==		== Stage 1: Insights ==

−	Gather information on the project, its history, current status, timetable and vision for completion. Establish corporate requirements ~~of the~~ marketing as set out in the business plan.	+	Gather information about the project, its history, current status, timetable and vision for completion. Establish corporate requirements for marketing as set out in the business plan.

	Planning		Planning
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	Who is the scheme targeting? A mixed-use scheme will attract a range of end users and its communications / commercial strategies will need to reflect this.		Who is the scheme targeting? A mixed-use scheme will attract a range of end users and its communications / commercial strategies will need to reflect this.

−	* Residents – what is their financial profile to buy/rent ~~in this new district~~?	+	* Residents – what is their financial profile to buy/rent?
−	* Office tenants (and the agents who find them) – what size, what financial profile?	+	* Office tenants (and the agents who find them) – what size are they, what is their financial profile?
	* Retail and leisure users – will the site have a bar, restaurant, hotel, gym, shops?		* Retail and leisure users – will the site have a bar, restaurant, hotel, gym, shops?
	* Will there be other facilities – a school, open areas for play?		* Will there be other facilities – a school, open areas for play?
−	* Are there other stakeholder groups to consider? (ie local authority, interested parties, trades associations etc)	+	* Are there other stakeholder groups to consider? (ie the local authority, interested parties, trades associations etc)

	How do local people currently view the place?		How do local people currently view the place?

−	* Are there active groups?	+	* Are there active community groups?
	* What is the general perception of the place?		* What is the general perception of the place?
	* Are people aware of what will be delivered (infrastructure, amenity, jobs, offices, homes)?		* Are people aware of what will be delivered (infrastructure, amenity, jobs, offices, homes)?
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	* Are there specific targets/dates?		* Are there specific targets/dates?
	* What is the business plan?		* What is the business plan?
−	* What is the corporate cycle (board reports) and what information will be required?	+	* What is the corporate cycle (ie when are board reports prepared) and what information will be required?
	* How will the scheme reference its funders?		* How will the scheme reference its funders?

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	# Safety		# Safety

−	What work needs to be undertaken to move ~~the site’s perception from its~~ current ~~view~~ to ~~its~~ new identity?	+	What work needs to be undertaken to move current perceptions to the new identity?

	== Stage 2: Strategy ==		== Stage 2: Strategy ==
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	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =

← Older revision		Revision as of 08:04, 7 August 2018
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	Mixed-use developments have a carefully curated balance of different activities and uses within a single site. They tend to be masterplanned by a developer or consortium of developers and investors, overseen by the planning department of a local authority. Their aim should be to establish and maintain a thriving place which is popular with visitors and occupants.		Mixed-use developments have a carefully curated balance of different activities and uses within a single site. They tend to be masterplanned by a developer or consortium of developers and investors, overseen by the planning department of a local authority. Their aim should be to establish and maintain a thriving place which is popular with visitors and occupants.
		+
		+	Large mixed-use developments might be referred to as mixed-use districts.

	== What is the purpose of mixed-use marketing? ==		== What is the purpose of mixed-use marketing? ==
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	== Stage 3: Preparation and detailed plan (pre live) ==		== Stage 3: Preparation and detailed plan (pre live) ==
		+
		+	=== Preparation ===

	Agree on a name for the scheme and register it.		Agree on a name for the scheme and register it.
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	* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.		* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.

−	== Detailed programme ==	+	=== Detailed programme ===

	The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:		The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:
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	== Stage 4: Implementation (go live) ==		== Stage 4: Implementation (go live) ==

−	Generally a scheme goes live with a launch event in order to gain publicity. This should ~~have been~~ targeted at the relevant audience in line with the strategic plan.	+	Generally a scheme (or parts of it) goes live with a launch event in order to gain publicity. This should be targeted at the relevant audience in line with the strategic plan.

−	~~Once the scheme is live, the team should focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better.~~	+	=== Engagement ===

−	The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:	+	The team should continue to focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better. The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:

−	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation~~, share~~ knowledge. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com/__ http://www.dropbox.com/]) and share CGIs etc.	+	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation and knowledge sharing. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com/__ http://www.dropbox.com/]) and share CGIs etc.
−	* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views~~. A few positive engagements are soon noticed~~.	+	* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views.
	* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.		* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.
	* Local groups – be active in engaging with local organisations. Ask their opinion about issues which arise on the project. Listen to their views.		* Local groups – be active in engaging with local organisations. Ask their opinion about issues which arise on the project. Listen to their views.
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	* Regularly share news of successes.		* Regularly share news of successes.

−	PR	+	=== PR ===

	The scheme will need a master list of journalists, and these will need to be segment. For the residential phase, lifestyle publications and residential pages should be targeted and commercial phases will need to reach B2B and business publications. Events on site can be pitched into leisure publications as well as local papers.		The scheme will need a master list of journalists, and these will need to be segment. For the residential phase, lifestyle publications and residential pages should be targeted and commercial phases will need to reach B2B and business publications. Events on site can be pitched into leisure publications as well as local papers.

−	Creative PR ~~work~~ on a mixed-use scheme should aim to achieve editorial coverage. A content-led approach should find interesting angles about the development. When planning PR work, consider the end goal. A piece in what a board member may consider to be a reputable newspaper may have significantly less reach than many digital channels which may be less well known at board level.	+	Creative PR on a mixed-use scheme should aim to achieve editorial coverage. A content-led approach should find interesting angles about the development. When planning PR work, consider the end goal. A piece in what a board member may consider to be a reputable newspaper may have significantly less reach than many digital channels which may be less well known at board level.

	== Stage 5: Measurement ==		== Stage 5: Measurement ==

−	It is important to ~~setting~~ clear metrics before beginning a mixed-use marketing project. ~~A regular review~~ can help inform and update the strategy as the project progresses.	+	It is important to set clear metrics before beginning a mixed-use marketing project. Regular reviews can then help inform and update the strategy as the project progresses.

	* Commercial success – the scheme’s sales and leasings figures tracked over time. Ideally this needs to be read against economic climate and marketing/advertising spend.		* Commercial success – the scheme’s sales and leasings figures tracked over time. Ideally this needs to be read against economic climate and marketing/advertising spend.
	* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?		* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?
−	* Perceived image audit – this ~~should~~ be an annual survey on a small scale (asking sample groups in the street) to a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.	+	* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.
	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].		* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].
	* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.		* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.
	* Sign ups to newsletters, enquiries.		* Sign ups to newsletters, enquiries.
	* Review the customer journey at every touch point.		* Review the customer journey at every touch point.
−	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.	+	* Footfall – trackers can be placed at key entry points to a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - ~~[[w~~/~~index.php?title=W~~/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - http://www.mediatenor.com which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =