Polly’s Field Village

A new lease of life in marketing to the retirement sector.

95%
of properties sold off-plan

Project

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Polly’s Field Village—

The Abbeyfield Braintree, Bocking and Felsted Society, a charity for older people were creating a brand new retirement development on the outskirts of Braintree, Essex.

We have over 20 years experience—

Working in the over 55’s market. Developing and honing intelligent marketing strategies that sell.

Because of our expertise gained from those many years of experience in retirement living marketing, particularly with the market leader in retirement villages, we have a deep and comprehensive understanding of this market and the communication processes involved. Our approach was to produce marketing material for Polly’s Field Village that involved engaging customers with an inspirational proposition that focused on independent, healthy and active lifestyles rather than just bricks and mortar. By establishing a dialogue with potential customers at the earliest opportunity, this approach enabled us to create trust and build a retirement community even as the bricks of those new communities are being laid.

Constructing collateral—

Even before construction of the village had begun, we were tasked with developing material which would not only showcase the village’s many outstanding features, but to also give consumers a taster of what was to come given the village’s 2 year build programme.

The brand new village featured 99 thoughtfully designed apartments that included 39 one bedroom apartments, and 60 two bedroom apartments as well as a range of leisure facilities to help over 55s make more of their independence. In order to bring all of the many outstanding features of this new development to life, we produced not only the Polly’s Field Village brand but also a comprehensive sales brochure, a floorplans brochure, a Q&A and a FAQ brochure, together with an email communications style.

The centrepiece of this marketing material was an all-new website featuring a hyper realistic computer generated flythrough and images of the village.

550+

leads generated prior to completion

CGI’s—

We needed a way of presenting consumers with an accurate and vivid impression of just how impressive the completed development would be.

Ideally this would allow the agency to show an audience details of the gym, reception area, bar-bistro, village hall, it suite and library, and the village’s hair and beauty salon. The solution was to use architect’s drawings and plans, and interior design moodboards to create a hyper-realistic computer generated flythrough of the village.

With our computer generated flythrough, we were able to give consumers a virtual visit around the main aspects of the development. Not only could we demonstrate how spacious, airy and modern the village facilities would be, we then travelled along the unique glazed walkway for a detailed tour of an apartment, seeing the outlook across landscaped gardens to open fields beyond – and even a glimpse of Bocking Windmill.

3,500+

Average page views per month

Branding the community—

With an eye catching brand and spread of imaginative creative marketing material that showcased the many outstanding features of this remarkable new retirement village.

We succeeded in conveying the inspirational feel of a warm and friendly community in the making, its facilities and surroundings. Quite simply, we made potential residents feel at home, even before the village was completed.

Combined with an ongoing multi channel marketing approach, Polly’s Field Village successfully opened in early 2022.

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Polly’s Field Village

Working in the over 55’s market. Developing and honing intelligent marketing strategies that sell.

Even before construction of the village had begun, we were tasked with developing material which would not only showcase the village’s many outstanding features, but to also give consumers a taster of what was to come given the village’s 2 year build programme.

We needed a way of presenting consumers with an accurate and vivid impression of just how impressive the completed development would be.

With an eye catching brand and spread of imaginative creative marketing material that showcased the many outstanding features of this remarkable new retirement village.

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