Portfolio

Lagan Homes

• Digital Marketing
• Media Buying
• Internal Comms
• Design for Print
• Branding/Positioning
• Advertising
• Social Marketing

Background:

Founded 50 years ago as a quarrying business, Lagan Group are a highly active civil engineering, construction and materials products & services group, ranking among the leading companies in their respective UK fields. As housebuilders, Lagan Homes are one of Northern Ireland’s leaders, established for nearly 30 years. Our task was to produce a strategy for increased UK market share.

Challenge:

Lagan Homes is far less established as a name in the UK; a market with far more competition. Also, our research proved that most brands in this marketplace are highly transferable.

The challenge is to re-align the Lagan brand to an authentic position from which it can become a leading player. A brand with standout, a brand where people can see a real difference at every touchpoint.

Solution:

Extensive research first. What do homebuyers think of Lagan? Why did they choose Lagan? What about those who bought from the competition? What is the perception out there about them and the market and what does the market need? Who do Lagan think they are and is that different from reality?

This gave birth to a different relationship model with customers, based on links we discovered between Lagan's Irish heritage and the needs of the market, re-aligning the brand to be more about building relationships than building homes.

We carved a unique, authentic positioning for Lagan which is reflective of Lagan’s personality and what the house-buyer actually wants.

A real re-setting of the brand from the top down means that Lagan Homes is now the home of outstanding.

Results:

Lagan have a fresh approach to communication and doing business. To support this Milton Bayer produced a new brand marque, straplines, brand positioning, tone of voice, press advertising, copywriting, direct mail, online banner campaigns, signage, interiors, email marketing and social marketing.

The website in particular has been very well received, being distinctly different from all competitors whilst being simple to use and informative at the same time.

Lagan are now a much more transparent, distinct brand in an impersonal market, a little powerhouse of homebuilding with their latest development being greatly anticipated and going from strength to strength.