When you think differently from your peers, every piece of communication should make a statement of your distinctiveness.
Formed from a merger of mixed-use developers Development Securities and urban regenerators Cathedral, U+I is a new kind of property company. It voices its opinion, loves art, embraces creativity and does not like putting photos of property in its marketing collateral.
MATTER is a platform for disruptive, thought-provoking ideas. Each edition is centred around a broad theme and highlights the company’s vision, lifting the lid on U+I’s approach to regeneration. The third issue of MATTER was launched as a social media campaign across U+I social channels around the theme of #communityMatters.
Each edition is produced as a limited edition printed broadsheet and published on a dedicated MATTER microsite. The microsite has allowed U+I to broaden the reach of the magazine, gain an insight into readers’ interests through analytics, and drive traffic to U+I’s website and social media channels. A print and online advertising campaign was run concurrently with, and following, launch. The results have been tremendous:
Over 2,500 unique users
Over 450 downloads
Average read time of more than 2:30 mins
The twitter poll which asked, “What does community mean to you” resulted in more than 1,500 engagements which is exponentially more than the normal level of engagement for U+I posts.
Open rate of email was around 40% when bounce backs are stripped out. 13% of readers then clicked through to the microsite.
Demand resulted in additional print run of 500 on top of original 1,000 editions.
Print mail out resulted in 3 new business leads.
Best Use of a Visual Property, Corporate Content Awards (Silver)
Best Corporate Publication, CorpComms Awards (Highly Commended)
Best Thought Leadership, MPF Awards for Management Excellence (Shortlisted)
Best Brand Campaign, Property Marketing Awards (Shortlisted)