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Branding, Literature + Website

Polly’s Field Village

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About

Polly’s Field Village is a brand new retirement development being created on the outskirts of Braintree, Essex, by The Abbeyfield Braintree, Bocking and Felsted Society, a charity for older people.

Harrison Carloss has worked in the over 55s market for over 20 years, 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 to producing marketing material for Polly’s Field Village 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 enables us to create trust and build a retirement community even as the bricks of those new communities are being laid.

Project

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 giving consumers a taster of what was to come given the village’s 2 year build programme.

The brand new village will feature 99 thoughtfully designed apartments that include 39 one bedroom apartments, and 60 two bedroom apartments and 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 set out to produce 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 to be an all-new website featuring a hyper-realistic computer generated flythrough of the village.

Results

With an eye catching brand and spread of imaginative creative marketing material that showcases 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 is on track to successfully open in early 2022.

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leads generated prior to completion

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of properties sold before completion

average page views per month

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