Background

Miller Homes is a national home builder with more than 100 developments across the UK, achieving a profit in excess of £100m for the first time in 2016.  The Source has been supporting the in-house communication and sales teams for nearly five years developing and implementing a regional PR strategy for the company’s developments in North West England.

Objectives

  • To support the sales team with PR surrounding their developments – helping to promote the business as a caring member of the community that also builds award winning, quality and sustainable homes

Key Activity

  • Drafting press releases and undertaking media relations regarding their various new developments, show homes, open days and community activities
  • Providing social media content for their key platforms of Twitter, Instagram and Facebook.  Each platform having in excess of 30k followers
  • Organising events in support of development launches, show home openings and local community projects
  • Supporting the national team on specific campaigns over the year to promote Miller as a responsible and sustainable homebuilder with strong ties to the community
  • Building links between the community and the company’s website to boost SEO
  • Identifying, drafting and distributing case studies (written and video) via the media and on-line channels

The Results

  • Since working with The Source, more than £1m of coverage has been generated, offering a ROI of 15:1
  • Social media engagement has increased exponentially
  • More than 200 articles generated in the region and links achieved with notable websites including the BBC and high authority education sites
  • The company is experiencing record sales in the region.

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