How Fireworx helped McCarthy & Stone to Optimise their Marketing

Challenge

Established as the UK’s leading retirement homebuilder, McCarthy and Stone required support from Bournemouth-based creative agency, Fireworx, to make their marketing activity more accountable.

The client challenged us to create, test and identify the most impactful creative, channel mix and production format for promoting their latest developments.

Actions

Working in partnership with the client’ in-house marketing team, we reviewed the current marketing plan, creative and results.

One of the key challenges is that the decision maker for a retirement housing purchase is often not the homeowner, but a close relative. We worked to understand the different decision making processes involved in making a purchase for different segments within the audience, before putting a test matrix in place.

Results

• Identified the most effective creative format and channel mix for new housing developments, freeing up 10% of the marketing budget to invest elsewhere
• Achieved 90% occupancy for the flagship Canford Cliffs development within 3 months of launch

“We came to Fireworx for their creative ability and marketing expertise. We wanted to take our marketing activity in a different direction, and haven’t been disappointed.”

Shane Paull
McCARTHY & STONE
Regional Managing Director (Southern)