Allhomes 2020 Autumn Campaign

ALLHOMES 2020 AUTUMN CAMPAIGN LAUNCH 10/2019

who’s in the team

CHLOE FLACK

KEVIN DIEP

LINOR WOOD

Chloe Flack is completing her double degree in Marketing Management and Communications in Advertising. Chloe enjoys learning about the behaviours of consumers and strategies implemented to intercept consumers at all stages of their buying journey. One of her main interests within the field is Media Analysis. Chloe was born and bred in Canberra and has come to appreciate the mix of both the city and country, one her favourite parts of Canberra is Lake Burley Griffin and all the awesome cafes housing delicious coffee.

Alongside Allhomes, Chloe has thoroughly enjoyed working with Linor and Kevin to deliver a new campaign tailored to the Canberra people.

Kevin Diep is currently in the final stages of his double degree in a Bachelor of Graphic Design and Bachelor of Communications in Advertising. A dual interest in design and account management allows him to work around all areas of the campaign production process. He has been lucky to call Scullin, Florey, and Lawson his homes for the better of two decades. No single point holds the top spot as his favourite in Canberra but if he had to pick one it might have to be the KFC at Hawker shops.

Linor Wood is a final year student of her degree in a Bachelor of Communications in Advertising with a major in marketing. Her adaptable tastes and knack for one liners helps tremendously in the business of creativity and communication. Linor has lived in Canberra for exactly half of her life (strictly northside tribe) and has come to appreciate its grueling cool weather period, its many underrated brunch spots and its interesting public displays of “art”. Her favourite place in Canberra is the Bonsai Welcome Garden at the National Arboretum.

VERA | Allhomes

1

TABLE OF CONTENTS

1.

1.2

1.3

EXECUTIVE SUMMARY

3.

THE SITUATION

4.

2.

TARGET AUDIENCE

14.

1.11

ALLHOMES HISTORY

2.11

PERSONAS

15.

1.12

BRAND PURPOSE

2.12

MEDIA USAGE

16.

1.13

PAST COMMUNICATIONS

2.13

STAKEHOLDERS

17.

THE NATIONAL MARKET

5.

3.

THE CREATIVE BRIEF

18.

1.21

LOCAL MARKET

6.

4.

MARKETING COMMS STRATEGY

19.

1.22

TRENDS

7.

5.

CREATIVE EXECUTIONS

20.

CONSUMER ANALYSIS

8.

5.11

MEDIA SCHEDULE

23.

5.12

BUDGET

24.

5.13

EVALUATION

1.31

CONSUMER JOURNEY

1.4 COMPETITORS

10.

1.5

11.

6.

RECOMMENDATIONS

26.

1.6 SWOT

12.

7.

REFERENCES

27.

1.7

13.

8.

APPENDIX

28.

PRIMARY RESEARCH KEY INSIGHTS

EXECUTIVE SUMMARY This campaign report examines Allhomes current position as market leader within the ACT and the challenges they face from national competitors.

Recommendations for the Autumn 2020 campaign on maintaining this position are made.

Our research showed that Allhomes is worthy of its position having been listed as the superior property portal brand by questionnaire with very little negative feedback. Feedback leaning in one direction was not plentiful across all competitors within the market showing that consumers had no preference for one brand over the other. Upon further investigation it was found that they perceive little difference between brands and that in Canberra only 35% of residents were aware of Allhomes’ local origins. Lack of preference leads consumers to start their journey and explore with search engines, overwhelming results then lead consumers settle for the first link they see.

The implication of this is that national competitors take advantage of the behaviour and engage with the first point of contact from potential users.

Allhomes local history and positioning structures their internal and external operations to be the logical choice for Canberrans to buy, rent, or sell.

To maintain leadership this report recommends reminding Canberra of the advantages that users can earn from using a local focused business compared to a national competitor who has its attention spread thin across the country. The campaign will tap into the niche and unique sporting culture of the capital to increase place association and speak to the target market in a language that they understand. Dynamic and diverse media implementation will target users in the beginning stages of the real estate journey and remind them to ‘Get the homeside advantage with Allhomes’.

1. THE SITUATION 1.11 ALLHOMES HISTORY

1.13 PAST COMMUNICATIONS

Allhomes is Canberra’s leading property website and was established in 2000. It was developed to be an online property listing portal for the Canberra market and has grown to be one of the most recognised and trusted brands within the ACT and southern NSW. Allhomes delivers property marketing solutions for sellers, buyers, renters and real estate agencies1. In 2014, Allhomes was purchased by Fairfax Media for fifty million dollars. This acquisition united the Domain brand with Allhomes, resulting in complete national reach for the Domain brand and reinforcement of Domains digital position2.

Allhomes is currently accessed online through their online website and mobile apps. The company also operates their own property guide that is locally dispersed through the Canberra Times newspaper5. Previously Allhomes has run campaigns in Canberra with TVCs, OOH, and more6.

Last year, Allhomes focused on marketing that directed consumers to engage with the Allhomes mobile application or online website, through the use of colloquial names for Canberra suburban areas to convey locality.

1.12 BRAND PURPOSE Allhomes currently claims themselves as number one in the ACT when it comes to assisting customers along their property journey, whether they’re “selling, buying or renting, looking for a share house, commercial property or new development”3. Whilst Allhomes is part of the Domain group, Allhomes aligns itself with the locals of the ACT as a committed, homegrown brand with its team and operations located in Kingston, the corporate heart of Canberra4. The current personality of Allhomes can be characterised as professional, knowledgeable, friendly, caring, dedicated and helpful. Their current mission states:

Current marketing efforts includes a mix of media such as radio commercials, outdoor advertising and social media.

Allhomes social media pages such as Twitter, Instagram and Facebook page consists of regular postings of new listings, property and lifestyle advice, and Allhomes’ own news articles from their official website.

“OUR PURPOSE IS TO INSPIRE CONFIDENCE FOR ALL OF LIFE’S PROPERTY DECISIONS.” 4

1

Allhomes, 2019

2

Belot, 2014

3

Allhomes, op.cit

4

ibid.

5

Canberra Times, 2018

6

O’Grady, 2011

BELOW: MEDIA FROM THE SPRING 2019 CAMPAIGN

1.2 THE NATIONAL MARKET Despite operating solely in Canberra, Allhomes is affected by the national real estate market’s movements. The market is currently the slowest it has been in 12 years due to various factors in recent change of government, the royal commission into banks, and current trends in the real estate market across the nation7. In examining recent median house prices YoY change

across the nation we see that Sydney, Melbourne, Darwin, and Perth are in decline whereas Adelaide, Hobart, and Canberra are increasing. Listings nationally have dropped 30% in June of 2019 compared to the same time last year8.

Accurate as of January 20199

Sydney HOUSES Median price

$955,000 APARTMENTS Median price

$720,000 Brisbane HOUSES Median price

$530,000 APARTMENTS Median price

$390,000 VERA | Allhomes

Melbourne

VACANCY RATE: 3.2%

-6.5%

-1.1%

YoY

QoQ

-4.9%

-1.0%

YoY

QoQ

HOUSES Median price

$737,000 APARTMENTS Median price

$550,000 Adelaide

VACANCY RATE: 2.7%

+0.3%

-0.1%

YoY

QoQ

-0.5%

-0.6%

YoY

QoQ

7

I.Hobday and A.McDonald, 2019

HOUSES Median price

$465,000 APARTMENTS Median price

$340,000 8

Conisbee, 2019

9

ibid.

VACANCY RATE: 1.9%

-6.5%

-1.1%

YoY

QoQ

-0.4%

+0.2%

YoY

QoQ

VACANCY RATE: 2.7%

+1.3%

+0.4%

YoY

QoQ

-0.1%

+1.5%

YoY

QoQ

Perth HOUSES Median price

$500,000 APARTMENTS Median price

$380,000 Darwin HOUSES Median price

$488,000 APARTMENTS Median price

$364,000

VACANCY RATE: 3.0%

-3.1%

-0.5%

YoY

QoQ

-6.5%

-1.3%

YoY

QoQ

VACANCY RATE: 3.8%

-1.9%

-1.8%

YoY

QoQ

-6.1%

+1.2%

YoY

QoQ

5

1.21 LOCAL

CANBERRA

OVERVIEW

Canberra is the capital city of Australia and was founded in 1913. It is Australia’s largest inland city and the eighth-largest city in the country. It was designed by American architect Walter Burley Griffin and Marion Griffin, filled with geometric patterns, including hexagons and triangles it was influenced by the garden city movement and incorporates significant areas of natural vegetation.

Canberra’s reversal of national trends seen in major capital cities can be attributed to factors such as the recent change in government, high income level, and developmental growth. As the nation’s capital, a large majority of the workforce is employed with the public service which contributes to the nation’s highest average weekly earning figure of $1801.3 for full time workers10. The recent change in government will draw in more jobs and drive renters and buyers into the market. It’s not a coincidence then that Canberra pays the highest house rents in the nation at $550 per week12.

As it was founded after the federation of colonies was achieved, governmental institutions are required to be in the city. Notable institutions include the high court, national museums, the Australian National University, Australian Institute of Sport, Royal Military College Duntroon, and the Australian Defence Force.

ACT PROPERTY PRICES AND TURNOVER (JULY 2019)13 LEVEL

MONTHLY CHANGE (%)

TTY CHANGE (%)

$705,000 $767,006 498

0.0 -4.7 76.0

1.4 -3.1 25.1

$450,000 $518,505 397

-3.2 3.6 43.3

1.7 6.7 -18.8

$595,000 $656,777 895

3.0 0.4 59.8

10.2 5.4 0.9

HOUSES MEDIAN PRICE AVG PRICE TURNOVER

As of 2017 the population is 410,107 people.

UNITS

FIRST HOME BUYERS GUARANTEE Following the new change in government, Prime Minister Scott Morrison stated they would set up a scheme to offer loan guarantees for first home buyers so they could buy their properties with deposits of just 5% of the price. The rate was formerly 10%. The scheme was capped at 10,000 loans every year, a tenth of the market’s estimates that there were about 100,000 loans given to first-home buyers last year11. Among consumer motivation this scheme will raise awareness, consideration/dreaming, and desire/research from home buyers. This could signal more prospective buyers entering the real estate market in the research stage.

6

10

Chang, 2018

11

Crowe, 2019

12

MEDIAN PRICE PRICE TURNOVER TOTAL RESIDENTIAL

Chang, op. cit

MEDIAN PRICE AVG PRICE TURNOVER

13

ACT Government, 2019

1.22 TRENDS

BANK OF MUM AND DAD

RBA AND INTEREST RATES

The Bank of Mum and Dad is a term coined after the loan given out by parents to children who are looking to buy their first house. This money is often crucial to gathering the required amount for a home deposit and getting approval for a loan. Parents have lent a total of $30bn to their children as of April 2019, this is more than the Bank of Queensland and just behind Macquarie Bank14. The average size of that parental contribution is $70,00015. The average age of borrowers is 31 and the average age of parental lenders is 51 16 . 20% of first-home buyers rely on some kind of loan from their parents when applying for a mortgage, last year it was more common as 60% of new buyers were borrowing money from their parents in June 201817.

The cash rate or more commonly known as the interest rate is a target that the Reserve Bank of Australia (RBA) board sets based on what is best for Australia’s economy. This rate is the interest rate banks charge each other on short term loans.

The interest rate affects the interest rate on your mortgage, how much interest your savings can earn and at a larger scale it is linked to inflation, jobs and health of the economy.

Studies show that the interest rate has relationship between investments, rents, and prices19.

14

Zhou, 2019

15

ibid.

16

ibid.

17

ibid.

DWELLING INVESTMENT AND REAL HOUSEHOLD DISPOSABLE INCOME 23 index

19

S.Tulip and T.Saunders, 2019

20

ibid.

21

Burdon, 2019

22

Letts, 2019

80

80

60

60

40

40

20

20

Real household disposable income

index

The Reserve Bank of Australia’s model on the Australian housing market has shown a relationship between the amount of real disposable income and investments in dwelling. Less disposable income is leading to less activity in the real estate market. We see this having a contribution to the decline in demand and house prices of Melbourne and Sydney. Despite the fact that Australia’s annual rate of wage growth has stalled at 2.3% even with a boost to the public service sector and healthcare industry, Canberra benefits from this as a majority of the population works for the public ibid.

100 Dwelling Investment

DISPOSABLE INCOME AND INVESTMENT IN DWELLINGS

18

index

Level 2015 average = 100

100

Since 2011 interest rates have fallen to historical lows and are currently resting at 1.00% as of August 2019. Low interest rates explain much of the rapid growth in housing prices and construction in Canberra over the past few years20. It is forecast that at least $1 billion of building work will occur in Canberra annually from 2019-2022 as developers take advantage of the city’s low vacancy rates and high yields21.

Following the royal commission into banks, the government is seeking to impose new rules on this type of lending to make it more strict and lengthen the process to secure a loan. Martin North of Digital Finance Analytics (DFA) who carried out the study predicts that the crackdown will keep house prices low and stable18. DFA’s analysis also revealed that the majority of these loans happen on the east coast (Sydney, Canberra, Melbourne) where property prices have been strongest and young buyers are in need of assistance.

This trend suggests that the bracket of properties that young people, young families, and first-time investors can buy will shrink. It may also suggest that a lot of first time home buyers at the age of 31 have been out of home and renting or in another home situation away from their parents for a while at that stage in their lives.

VERA | Allhomes

service22. The ACT records as having the highest average income in Australia, giving people more money to invest in dwellings. This can inextricably be linked to the growth in housing and apartment developments.

index

Ratio Long-run average = 100

145

145

130

130

115

115

100

100 85

85 70

23

Zhou, op. cit

1970

1982

1994

2006

70 2018

7

SEASONS

LISTINGS BY MONTH (% OF AVG MONTHLY LISTINGS)26

One factor that may not be apparent in the Australian housing market is that there are distinct selling seasons where volumes of listings and clearance rates are higher than the rest of the year. Spring sees a lot of homeowners feel ready to list their property as they come out of winter. The market in spring is very competitive and numbers of listings exceed number of sales. This behaviour peaks in October and then declines sharply and bottoms out in December.

It’s believed that people are too distracted over their holiday period to participate in the market and wait until January to get back to work and start the process of getting into the market24. Data has shown that in the last 30 years since 2017 that Autumn is the best sales season for people looking to list their properties. 27% of all sales over those last three decades occurred in March, April, and May with March being the most popular25.

160% 140% 120% 100% 80% 60% 40% 20% 0%

WINTER

SPRING

SUMMER

AUTUMN

1.3 CONSUMER ANALYSIS DEMOGRAPHICS Users range from all different places and ages in Canberra due to the accessibility of Allhomes’ portal. This can range from those who do not own property, to those who own houses all over Canberra.

• 25 to 60+ years old • Men and women • Live, work or study within ACT and surrounding areas • Singles, couples, families

OCCUPATION • • • • • • • • 8

24

Seton, 2018 25Corderoy, 2017

26

Government departments Finance Medical Teaching Environmental science Hospitality Retail Trade

Seton, op. cit

PROPERTY NEEDS • • • • • •

Renters, buyers, sellers First time home owners Commercial buyers and sellers Downsizers Vendors Passive buyers

LIFESTYLE

• Sports, markets, visit Canberra attractions (Parliament House, Questacon, Museums), seasonal events (Floriade, Skyfire, etc.), hospitality events (The Forage, EDUCATION Multicultural festival).

• South Coast beaches, snowy • Tertiary level education- Australian regions such as Perisher, bush National University, University regions such as Gibraltar Falls and of Canberra, Australian Catholic Booroomba Rocks.

University • Accredited- Canberra Institute of Technology, vocational education, trade apprenticeships

1.31 CONSUMER JOURNEY

PHASE

The journey to complete a purchase of a house/property is considerably longer than most high involvement purchases. The process can take weeks to months and the graph to right maps out the thoughts and feelings users encounter when going through the process.

EXPLORATION & INVESTIGATION

Renting means we have more holiday money

There’s good information from the internet

Financing is quite intimidating

The market is really expensive at the moment

Our agent is helping us a lot

Applying for finance is tedious

SETTLING & MOVING IN

Will our application fall through?

Great we got it, now we have to move out

Cleaning out our new home!

FEELING

ACTIONS/DOING

INTIMIDATION

It will be the next step up in life

EVALUATION, COMPARISON, APPLICATION

ACTION & THOROUGH RESEARCH

•

Observing and actively seeing what is out there.

•

Looking online/ downloading apps/ asking friends and family for advice/ contacting agents/ agencies.

•

Analysing their lifestyle. What home would best fit the consumers lifestyle? Do they need a backyard for their dog? Do they have children? Do they want children in the future?

Will you be living by yourself? Will you be financing the home on your own?

•

•

Searching seriously for properties.

•

Investigating the current market. Thoroughly looking into options (when do they plan to move, any affiliation with agents, any connection with suburbs/ areas?)

Consumers may be applying for finance, seeing • how much money they may need for a deposit.

They may be comparing their favourite houses.

Once a house is purchased or the consumer has chosen a house to rent the finalisation process begins.

•

Starting to collect paperwork and references for applications.

•

•

Looking at different suburbs, areas, reviews.

What area is best for their current lifestyle?

•

Asking questions.

•

•

Developing relationships with agents.

Continually looking around for houses.

Continually looking at the market.

Consumers will be getting their belongings together to move. They are familiarising themselves with the new area and they will finally be able to move into their new home.

Eager to find properties that fit their exact lifestyle.

•

Beginning to feel stressed about losing the house to other buyers/renters.

•

Frustration of not finding what they like.

•

Excited about potentially moving in.

They may feel overwhelmed by the moving and settling in.

Wanting to move out/ in immediately.

•

Lack of response or rejection may hinder the process for consumers.

•

They may feel relieved and excited to have finished the journey.

•

•

Are we ready to buy/rent?

•

Will we have enough money for a car, a holiday, • everything else? Might be worth it for a home of our own rather than renting.

• Renting allows the freedom to travel/eat/live a more carefree life/not tied down to paying a • mortgage.

• Stressed, happy, nervous, excited, but we are hopeful for new beginnings.

•

•

VERA | Allhomes

Beginning to look thoroughly online, mobile phone applications, agencies, and through friends and family. Attending open homes/ inspections.

Intimidated/scared/excited.

9

1.4 COMPETITORS

An online housing portal offering homes to buy and rent whilst giving consumers a portal to sell their existing property. Realestate.com.au also includes property news, agent finders, lifestyle and news. The site is offered 5 stars for navigation by its users27.

Homely was founded as an alternative online housing portal without the use of cluttered banner ads. Homely is built on a sense of community and allows consumers to focus 100% on finding their next home28. This portal believes in engaging with people early in the buying process whilst linking both agents and consumers giving both a louder and more genuine voice through the website.

TheHomePage is owned by WILLIAMS MEDIA. The portal offers listings for sale and rent by vendors, developers and agents. The site was developed to deliver seamless functions refraining from paid priority listings which clutter the search and lag the website.

PRICE

No listing fees (only in the ACT). Realestate.com.au uses a penetration pricing strategy to gain market share in the ACT.

No listing fees. Homely makes money through advertisements which make real-estate agents appear frequently on the site.

No listing fees. Less expensive premium advertising to agents.

PLACE

Available on desktops, smart phones, and tablets. Whilst also utilising Homely is accessible via desktop and smart phone. Homely is also social media platforms such as Instagram, Facebook, LinkedIn, Snapchat present on social media platforms such as Instagram, Facebook, Twitter and Twitter. and LinkedIn.

PRODUCT

Realestate.com.au has a large social media presence with 7.7million Facebook users reached in 2018. Realestate.com.au has great search PROMOTION engine position due to its ability to cater to a wide array of brands who buy advertising spots on their website. This helps them achieve their objectives ranging from brand building to direct response.

PEOPLE

PROCESS

PHYSICAL EVIDENCE

10

TheHomePage can be found online via the website. A mobile phone application is not available for Apple or Android and its social media platforms are unestablished or have very few followers.

Homely takes a much more community guided approach to online housing portals which drives organic and local grown content. It is the only portal which lets people research ratings and reviews to know what it’s like to live somewhere before buying. Ran the “Find your home on Homely” campaign in 2018-2019

No accessible marketing or advertising campaigns.

Owned by REA group.

100% privately owned by brothers Jason and Adam Spencer. No shareholders or interests from real-estate or franchise groups.

Powered by WILLIAMS MEDIA. CEO Ben Stockdale.

Individuals who look for property on Realestate.com.au may do so by searching for ‘property in the area’ or by typing Realestate.com. au directly into the search bar. A consumer is able to search by state, suburb or postcode with the option to filter buying, selling, renting, the property value or finding an agent. A user can also filter between property types allowing them to choose the minimum and maximum number of bedrooms, or a number of other characteristics which may be important to the consumer.

Consumers are met with a search bar when first entering the site. A visitor can choose to filter between properties to buy, rent, suburb reviews and questions about a particular area. The search bar is filled with a nearby location using geo-targeting. Homely is advertising properties which are expensive and family friendly. The website is simple to use and all pages can be accessed via a sidebar.

Website. The portal is available via mobile phone application.

Realestate.com.au is identified by its predominant red and white colour palette and its red and white house logo which is evident through all branding (including social media platforms and advertisements)

Homely Website. The housing portal is available via mobile phone application. A wide array of online articles expanding on the success of Homely is also available. Homely is identified by its bright pink and grey colour scheme. Its pink house logo which is continuous throughout all social media platforms and advertisements.

Instagram: 133k followers Facebook: 581k likes Twitter: 72.8k followers YouTube: 9,420 subscribers

27

REB, 2017

Instagram: 39.9k followers Facebook: 17k likes Twitter: 5,482 followers YouTube: 14 subscribers

28

REB, 2015

TheHomePage offers a search bar for visitors to type in certain suburbs, postcodes, regions and states as well as minimum and maximum prices, numbers of beds, baths and carports. TheHomePage was developed from the gap in aesthetically appealing property portals.

TheHomePage offers information on new homes, apartments, house and land which is all accessible on the landing page.

TheHomePage website. Simple and straightforward design.

TheHomePage is identified through a coral and peach colour palette and orange house logo.

1.5 PRIMARY RESEARCH In order to gain a deeper understanding of the current situation we conducted an two online surveys over the late August to Early September period. We questioned participants on their demographics, intent of entering the market, brand perception of Allhomes and more. We received a wide range of answers yet the most commonly agreed upon opinion was that respondents felt the real estate industry in Canberra was unfavourable. The implication of this is that our campaign must assuade consumers fears and give them confidence.

CONSUMER FEELINGS ABOUT THE REAL ESTATE INDUSTRY IN CANBERRA “Everything is so expensive...”

“Flooded with apartments following building boom”

“Poor value, poor apartments”

2

Bidding and applications

3

Settlement Age: <25

1

2

Finding the right property

3

Settlement Age: >25

VERA | Allhomes

Medium: Surveymonkey Goal: Brand Image / UX Respondents: 20

CONSUMER PREFERENCE FOR ACCESSING REAL ESTATE INFORMATION

49% Don’t have a preferred portal

51% Have a preferred portal

“Sub-par attitudes from RE agents”

THE TOP 3 MOST INTIMIDATING PARTS OF BEING IN THE REAL ESTATE MARKET

Financing

SURVEY 2

Medium: Surveymonkey Goal: Awareness / UX Respondents: 85+

“Not great, afraid of market crash”

“Expensive or ugly”

1

35% Aware 65% Unaware

“Industry is heading towards social media for listings which is great”

“Very competitive to just land a place in Canberra to rent... very stressful”

Financing

AWARENESS OF ALLHOMES’ CANBERRA ORIGINS

SURVEY 1

CHARACTERISTICS THAT CONSUMERS MOST ASSOCIATE WITH ALLHOMES AND REAL ESTATE SORTED FROM HIGHEST TO LOWEST

1.

2.

3.

4.

5.

6.

7.

Helpful (75.61%) Local (31.71%) Unique (18.29%) Superior (18.29%) Innovative (15.85%) Outdated (7.32%) Annoying (2.44%)

1.

2.

3.

4.

5.

6.

7.

Helpful (64%) Outdated (18.67%) Local (17.33%) Annoying (12.00%) Innovative (6.67%) Unique (5.33%) Superior (1.33%)

11

1.6 SWOT

12

STRENGTHS

WEAKNESSES

Specifically designed products for the ACT Developed in the ACT and trusted by the local community with over 18 years experience Interdependency of both market and real estate agents on Allhomes Supported by the successful Allhomes property app Property focused print magazine developed by allhomes Strong presence across large age bracket in Canberra Strong owned editorial arm- relevant content Positive consumer perception (helpful)

No recent large campaigns Realestate.com.au SEO is stronger in search results Low awareness of local position and branding Weak social media following, 29k likes on FB versus Realestate’s 581k.

REA IG: 132k vs. AH IG: 1661 followers

OPPORTUNITIES

THREATS

Continuous maintenance of audience leadership in the ACT Potential for audience leadership nationally Opportunity to increase awareness of local branding and position Growth of active usage to listings and content Drive social engagement and following across channels Drive new app downloads and grow app launches Continuous demonstration of Allhomes spend and commitment of listings to real estate and agencies Interest rate + stamp duty abolition for first home buyers in the ACTaim to maintain confidence in the overall market Opportunity to infiltrate real estate oriented facebook groups with >70,000 members

Realestate.com.au - “give your local home some national exposure” + playing heavily in the home loan space Current downward sentiment towards buying property due to the royal commission into banks Tight clearance rates in Canberra Realestate.com.au listing properties for free, only in the ACT Low vacancy rates within ACT Crack down on “bank of mum and dad” Easier for consumers to list on free classifieds such as gumtree and facebook marketplace taking up share of short-term listings

1.7 KEY INSIGHTS

THE PROBLEM

CONSUMER INSIGHT

Market leadership is being threatened by national competitors who are localising content and strengthening their position within the local Canberra market. There is a decline in sentiment towards Allhomes due to consumers being unable to significantly differentiate Allhomes from other leading real estate portals.

Weâ&#x20AC;&#x2122;re presented with an abundance of options when we first search for real estate information of which we have no preference for one over the other.

We donâ&#x20AC;&#x2122;t have any connection to any specific website, we just use the one that shows up first.

THE OPPORTUNITY Allhomes is currently the preferred choice amongst Canberrans. Our research found that consumer perception of the brand is mainly positive, however 65% of respondents were unaware that Allhomes is a local Canberra brand.

Despite the downturn in the national market, Canberra still sees growth across the market in developments, housing prices, and vacancy rates. Although consumers may not be actively looking for their forever home, information supplied to the consumer before they look for themselves may be the difference between them using Allhomes compared to another company.

VERA | Allhomes

13

2. TARGET AUDIENCE NEW TARGETS

24 - 35 YEAR OLDS

DEMOGRAPHICS31

The new target market are 25-34 year old male and females residing in the ACT who are planning to buy or rent property within the region. We understand that buying, renting and selling a house is part of a lifelong journey that follows individuals right through to their final home. However, this target audience was selected to intercept buyers or renters at the beginning stages of their property journey. We have gathered data from Roy Morgan which reinforces our decision to target such a granular and unique market.

People aged 20 to 39 years accounted for 33% of the ACT’s population, compared to 29% of Australia’s population. The proportion of young adults for both males and females in the ACT was relatively high compared to Australia as a whole in 2018. This may reflect the number of people in this age group who move to the ACT for tertiary education or employment.

The larger percentage of the target market means that our campaign will reach more people in this age range compared to if a broader age range were selected.

• 49% are married • 33% are single • 15.5% in de facto relationships (de facto and engaged) • 69.6% have a Diploma or Degree • 67.3% are employed Full Time • 50.6% are renting, indexing 158 higher than sample.

• 41.2% of audience earns $70k+ • Living with; • Partner & Children: 40.5% of Target Audience • Shared Household: 19.4% • Partner & No Children: 17.8%

84 80 76 72 68 64 60 56 52 48 44 40 36 32 28 24 20 16 12 8 4 0

2022 2017

7.0

5.0 4.0 3.0 2.0 1.0

1000

2000

3000

281k

122k

INDEX

81

186

150

72 50-64

NO. OF MALES

0

255k

35-49

1000

71k

25-34

2000

UNIVERSAL

18-24

0

3000

4000

AGE

NO. OF FEMALES

29

ACT Treasury, 2019

30

Roy Morgan, 2016

31

ibid.

PSYCHOGRAPHICS32 • Big Spenders: 42% target audience, which is 26% more likely to spend big in comparison to the rest of the country • Socially Aware: 37.2% target audience, 129% higher than sample • Visible Achievement: 19.10% of target audience, 17% higher than sample • 66.8% agree there aren’t enough hours in the day • 16.8% fit within young optimism segment

8.0

6.0

4000

14

AUS POPN’ INTENTION TO BUY AN ESTABLISHED HOUSE IN THE NEXT 12 MONTHS30

AUDIENCE %

AGE

AGE STRUCTURE OF ACT POPULATION, 2017/202229

32

ibid.

2.11 PERSONAS CINDY TERZI 25 Years Old Female Single $35-45k AUD per year Bruce, ACT Independent, Outgoing, Loves time with her loyal friends

LUCAS BIRCH 32 Years Old Male Small family, one daughter 10 years old $80-90k AUD per year O’Malley, ACT Hard working, loyal, developing a dad bod

VERA | Allhomes

LIFESTYLE • Graduated from the ANU in 2017 at 23 years of age with a Bachelors in Arts and Science.

• Has worked full-time as a customer service representative at Apple for 1.5 years and is seeking a job within the field of study.

• Moved out when she was 21 years old.

• Currently lives in a share-house in Bruce with three other friends from university.

• Enjoys after work drinks on Fridays and spending time with her friends on the weekend.

• Aspiring to move into her own place that she plans to further support once securing a proper job.

• Choosing to stay in Canberra due to her friends, family, and career.

LIFESTYLE • Employed as an Operations Manager in the Department of Home Affairs for the past two years.

• Moved to Canberra at 17 years old for university.

• Met his partner in university and they have been together ever since.

• Bore their daughter Holly two years after finishing University.

• Having their child earlier than expected halted their journey to buy a house.

• Have been renting for the past 11 years.

• Aspiring to buy a house to support a growing family and entertain guests.

EXPECTATIONS • Wants to find a reliable source of information that displays properties suitable to her needs.

• Needs a website that is easy to use, simple, and visually inviting.

PAIN POINTS • There are almost too many options available and is overwhelmed with information.

• Doesn’t know where to start with finding a property, loans, finance options, advice, etc.

• Doesn’t know anything about the Canberra market or what to do in Canberra.

EXPECTATIONS • To use a website that will give them the edge over housing in a way not available for rentals.

• Find a house similarly to how they have found rentals.

• Find a location that fits their lifestyle.

PAIN POINTS • Don’t want to deal with real estate agents, not sure what reliable and local soruces of info are available.

• Paying for rent is not financially viable anymore.

• Missed the opportunity to buy years ago when it was most opportune and is entering an apartment heavy market.

15

2.12 MEDIA USAGE AND DYNAMICS

SOCIAL MEDIA USE

Our target market’s top four consumed media channels consist of radio, outdoor, cinema, and internet. The internet usage category includes social media which contributes to the high usage figure. The lowest ranking media consists of print newspapers, magazines, and television. Even if Australians are watching television 91% claim to be multi-tasking while watching TV33 leading to loss of retention and engagement. Over 50% of the target market claim to not use newspapers and over 40% claim to not have used a magazine34. While over 25% claim to not use or view television the majority are still light users of the medium. 87% of Australians now use the internet35 and that includes approximately all of our target audience.

50% of 25-34 year olds in the ACT are heavy users of the internet often relying on it for work and personal use. It is important to note that while it seems there are a large amount of cinema viewers the amount who responded in the target market were disproportionate to the total who responded to viewing cinema in the total sample.

88% of online consumers as of 2018 in Australia used social media sites, up from 79% in 201736. The 25-34 year old age bracket ranks as having more social media users compared to other age brackets. Below is a breakdown of the platforms used by our target age range.

93% of users own and/or use a Facebook profile, making it the platform with the highest penetration amongst the market. Both age groups in the graph had the highest use of Youtube compared to other age groups with it falling off in usage for >39 yo. Youtube’s popularity can be attributed to the rise in streaming platforms, advancements in mobile streaming speed, and ease of access. Instagram has significantly more use amongst younger Australians, but still manages to grab nearly 1 in 2, 30-39 year olds. Snapchat is a youth dominated platform with 48% of 18-29 year olds dominating the platform due to its fun nature and P2P method of temporary communication.

MEDIA CONSUMPTION CHART 38 (25-34YO IN THE A.C.T)

AUSTRALIAN SOCIAL MEDIA USAGE BY AGE

37

FACEBOOK

YOUTUBE

INSTAGRAM

SNAPCHAT

TWITTER

LINKEDIN Newspapers (Incl NIMS)

Television

Magazines (excl NIMS) INDEX

16

HEAVY

33

Radio

MEDIUM

Deloitte, 2019

34

Cinema

Internet

LIGHT

Roy Morgan, op. cit

Outdoor

0%

10%

WeAreSocial, 2019

30%

40%

50% 18-29

NONE

35

20%

36

Yellow, 2019

37

ibid.

38

Roy Morgan, op. cit

60% 30-39

70%

80%

90%

100%

2.13 STAKEHOLDERS Parent company Domain and current Allhomes clients are the two primary stakeholders that will be affected by the Allhomes Autumn 2020 campaign.

CLIENTS/CUSTOMERS INTERNAL - OUTPUT LINK

ORGANISATION INTERNAL - ENABLING LINK

Clients/customers are a primary internal stakeholder for Allhomes. They are output linked to Allhomes and enable the company to operate through financial support. Those looking to list a property can do so through an agent or individually.

Listing a property can cost between $1400-2000 which constitutes a large investment from customers but can be justified once the house is sold. Customers expect that their listing will be viewed by prospective buyers/renters in Canberra and that this will hopefully lead to a sale/rental agreement as consequence.

Fairfax Mediaâ&#x20AC;&#x2122;s Domain Property Group is the parent company of Allhomes. The Domain property group provides multi-level marketing solutions for the real estate section and offers similar services to Allhomes albeit on a national scale.

They act as an internal stakeholder with an enabling linkage to allhomes, their ownership and support allows Allhomes to grow their technology capabilities and allow their customers access to Domainâ&#x20AC;&#x2122;s nationwide network. Domain holds a financial interest in how Allhomes 2020 campaign performs as its success will help Domain grow and prove the Allhomes acquisition as a worthy investment. Elements such as the message and tone of the campaign will have to be sensible enough so that any poor reception or feedback is mitigated and does not reflect onto Domain.

Allhomes Autumn 2020 campaign will directly affect the clearance rate of properties in the market and therefore affect the success and brand image. The opinions and trust of customers in Allhomes will also affect the attitudes real estate agents will have towards Allhomes. Customers that feel supported by the campaign will build loyalty to the brand and in turn influence other prospective customer opinions. On a larger scale the sentiment of customers and performance of Allhomes will affect the larger strategy Domain.com.au will have on the company. The campaign will aim to satisfy and serve existing customers by creating a strategy and campaign that drives traffic to the portal without discrimination on the many different needs of the customers.

VERA | Allhomes

17

3. THE CREATIVE BRIEF Allhomes 2020 Autumn Campaign

BACKGROUND

COMM OBJECTIVES

Allhomes is ACT’s leading property portal. Trusted by the local community, they have been in market for over 18 years. Allhomes delivers property marketing solutions for residential, new development and commercial properties, plus supports both the market as well as real estate agents with the latest and local industry intelligence that attracts qualified buyers, sellers, renters and investors to listings.

•

MARKETING OBJECTIVES

• •

Maintain audience leadership by getting Canberra property players on the homeside team.

•

Increase target market’s awareness of Allhomes’ locality by 60% by June 2020.

Increase awareness of the benefit and importance of using Allhomes as Canberra’s leading property portal by 50% by June 2020

•

MEDIA OBJECTIVES Increase social media +1 reach by 65% and +3 reach by 15% by June 2020 Increase downloads of mobile app by 10% in the three months following June 2020 Increase the number of searches for ‘Allhomes’ as a keyword on google by 20% within six months of campaign launch

PROBLEM

TARGET MARKET

FUTURE - THINK FEEL DO

Market leadership is being threatened by national competitors who are localising content and strengthening their position within the local Canberra market. There is a decline in sentiment towards Allhomes due to consumers being unable to significantly differentiate Allhomes from other leading real estate portals.

• • • • • •

Think: It is important which portal you choose to use when searching for properties. Consumers will think that because Allhomes is a local based company, they are the only portal to choose in Canberra. Allhomes is different from other portals due to its local knowledge and professional expertise.

THE INSIGHT We’re presented with an abundance of options when we first search for real estate information of which we have no preference for one over the other. We don’t have any connection to any specific website, we just use the one that shows up first.

BIG IDEA Get the homeside advantage with Allhomes

TONE OF VOICE Playful, Friendly, Subversive

25-34 year old males and females Living in the ACT and greater area Planning to buy or rent in the region In the beginning stages of dreaming/searching Are in a de facto relationship or single Have at least a college level education

CURRENT - THINK FEEL DO Think: Choice of real estate portals are not a significantly considered part of the consumer journey compared to real estate agencies and property managers. Consumers think that Allhomes has minor/insignificant differences to other portals.

Feel: Allhomes is the natural fit for finding property in Canberra due to it meeting the needs of the local market.

Do: Consumers will intentionally seek Allhomes via the website or mobile application as the first preference when searching for local property information.

Feel: Negative towards the Canberra property market, but are attached to Canberra as a location. They feel inexperienced in preparing to secure a longterm property.

Do: Settle on the first portal they encounter as they have no preference for one over the other and are more concerned with other parts of the process.

MEDIA DELIVERABLES Cinema, OOH, Radio, Social Media (Facebook, Instagram, Youtube), Digital

MEASUREMENT Awareness levels, brand recall, recall of advertisement and messaging, change in brand image

18

TIMELINE

BUDGET

MANDATORIES

February - June 2020 (Autumn)

$500,000 AUD

• •

Allhomes logo ‘Get the homeside advantage with Allhomes’

4. MARKETING COMMUNICATION STRATEGY

Get the homeside advantage with Allhomes Our primary research found that 65% of current consumers were not aware that Allhomes was a local company. This statistic was troubling. How could a Canberra born housing portal maintain market leadership in Canberra when it’s target audience was unaware of its origin? It was the question we endeavoured to answer. Our guiding insight highlighted the indifference people had when choosing an online housing portal, instead we found they settled for the one that found them first.

Allhomes previous communications efforts communicate the functions of Allhome’s home finding service well, but don’t highlight the homegrown and local advice that Allhomes delivers. We wanted to highlight that Allhomes should be the only online housing portal to be used by Canberrans, for Canberrans.

With all the benefits local Canberrans can get from Allhomes, no other real estate platform makes sense. “Get the homeside advantage with Allhomes” guides our target market in a familiar language that instantly signals how users can gain the upper hand in the market if they play with Allhomes. Our campaign will leverage Allhomes current mission and reinforce the Canberra centric nature in which Allhomes was built. To reflect this Allhomes is enlisting the help of Canberra’s own homegrown sporting team the Canberra Raiders whose meteoric rise into the grand finals of 2019 has united fans of sport and our capital alike. No matter what sport you barrack for, we want to tell our target market that Allhomes is the side who will always have your back.

To demonstrate Allhomes new proposition our creative story will focus on Cole and Carly, a couple in their late 20s who have recently found

VERA | Allhomes

themselves in a place in their lives where they can start exploring to buy a home. Our story brings the search out from the mobile phone and into the everyday scenarios such as a coffee break, late night browsing, or gridlocked traffic dreaming where our target market subconsciously ponders their next move in life. In each situation our protagonists will ruminate on their very unique Canberra property problems which require Canberra tailored solutions. At this point our special Allhomes ambassador from the Raiders will appear before them and offer a real solution that can be found through using Allhomes and keeping it as their preferred platform. Using localised language and locations will increase association with the city and reinforce that Allhomes provides Canberra-only benefits that the ‘away team’ can’t. A single story that builds awareness for the brand, story, icons, and characters will be used in the first phase. Extensions of this story featuring these same characters will then be deployed in the second phase.

Much like Allhomes, the Canberra Raiders have a strong presence within the capital and utilising their image will build awareness and recall that Allhomes is indeed, a Canberra brand. Increasing this is then the key to how our campaign will use playful, friendly, and subversive tones to strengthen the association between Canberra property and Allhomes local advantage, reinforcing brand awareness. As conventional as property marketing is, we want to show to consumers that Allhomes is not afraid to play with the crowd and entertain with a humorous campaign that also counters the traditional image of rugby players.

Using strategic media implementation and heavy digital integration we project Allhomes will maintain its leadership in the current market and be the housing portal of choice.

PHASE ONE - REBOUND The first phase of the campaign will focus on reintroducing Allhomes locality to the Canberra market. The first phase will introduce the all new “Get the homeside advantage with Allhomes” campaign with cutthrough content surrounding important moments in Canberra such as the start of NRL season and Enlighten. This phase of the campaign will introduce the story, what it means to be local, and to join the Allhomes team. The first phase will see a range of media channels bought including a large array of OOH including bus wraps, light rail advertising, bus shelters and retail advertising in major shopping centres in the ACT. The Allhomes campaign will penetrate media channels within the Canberra region with consistent messaging, storytelling, and a call to action. Phase one will cover the first nine weeks of the campaign.

PHASE TWO - RETARGET The second phase will cover the remaining 7 weeks of the campaign period. This phase is a continuation of story telling with development of storylines and extensions. The second phase will see the phasing out of cinema ads as a large part of their presence was due to the Easter period and releases of new films. Social and digital will continue to saturate the online space with extensions of storylines being released on all social channels. This phase will also see a decrease in radio ads and light rail and digital shopping panels. Phase two will have a heavy focus on re-targeting individuals who have engaged with phase one of the campaign focusing on call to actions.

19

5. CREATIVE EXECUTIONS CINEMA/DIGITAL - 30 SECOND STORYBOARD SHOT: 35mm - Exterior shot

SHOT: Over the shoulder - Carly

SHOT: Over the shoulder - Cole

SHOT: Over the shoulder - Carly

SHOT: Below body

SCENE: Exterior cafe - daytime 12pm ACTION: Ambient shot, leads into hero couple taking a seat at a table.

MUSIC: Plucky, light, and suspenseful track on-going

SCENE: Interior cafe - continuing ACTION: Carly crashes onto her chair, excited to reveal that she’s just earned a pay rise, they can start looking for a new place.

ACTION: Cole responds with equal joy although his fears over the current state of housing take over. He asks Carly what they will do about the rising prices. Where would the start?

ACTION: Carly says she’s been looking online already but can’t see what the market is doing.

ACTION: The cafe employee puts down Carly and Cole’s and interjects with a suggestion on which suburbs are actually performing best.

SHOT: Above over shoulder - Cole

SHOT: Over the shoulder - Carly

SHOT: Looking Up - Raider

SHOT: Above over shoulder - Cole

SHOT: Alt Looking Up - Raider

ACTION: Cole does not expect such a detailed answer from someone who serves coffee. His attention is piqued.

ACTION: Not only has the information caught Carly’s attention, but so has the waiter’s voice. She turns her head up to see who it is.

ACTION: It’s revealed to be a famous star from the Canberra Raiders. They greet the couple very casually as if there is nothing unusual about the situation.

ACTION: Cole is startled, he has to reassure itself that it’s really the player but then asks how he knows that real estate information?

SHOT: Above over shoulder - Carly

SHOT: Close-Up

ACTION: The Raiders player cites that he just looked it up on Allhomes and that they have many articles analysing the Canberra real estate market, assisting you in your search for the right place.

SHOT: 35mm - Exterior shot

Get the homeside advantage

Get the homeside advantage

Join the team and download the Allhomes app

Join the team and download the Allhomes app

Allhomes

ACTION: The answer seems logical enough for the couple and they accept it, though Carly then questions why the player is here serving them coffee.

20

ACTION: The player pats the couple on the back and brings them inwards.

He tells them that Allhomes is local just like the both of them and we want to help people out in every stage of the process.

SFX: Bell ringing ACTION: A bell dings, the player’s attention is taken away from the couple. He apologises for abruptly leaving them so that he can take out more orders from the cafe.

SCENE: Exterior cafe - blurred VO: A voice over asks viewers to join the team with over 20 years of experience playing and serving the Canberra region. “Get the homeside advantage”

FX: Screen transitions into end card that will be consistent across all video spots.

CINEMA

SOCIAL MEDIA

To launch our key ‘Get the homeside advantage with Allhomes’ hero video advertisement, it will be placed in cinemas during popular films that air from February to April. To drive awareness of the campaign, heavy frequency of screenings in the first four weeks of the schedule will be implemented to coordinate with other media selections. There is a two week break from cinema marketing so that the key message does not oversaturate regular cinema goers and then resurfaces towards the end of phase one. Phase two will implement two weeks of an extension advertisement with messaging that strengthens the local benefits that Allhomes provides and targets viewers the next time they go into the cinema. This pulsing schedule was selected to consider the timing of the ACT term one school holidays and the release of highly anticipated Easter holiday films, which attract large numbers of viewers. Our cinema placements aim to feature across Hoyts Belconnen, Hoyts Woden and Palace Electric cinemas and will negotiate a spot at the end of the local block of advertisements. Our audiences are avid consumers of cinema and placing our campaign in cinemas will help to ensure that they are aware of the ad and are attentive. Therefore, the campaign will display 40 screenings per week at Hoyts Belconnen, 36 screenings per week at Hoyts Woden and 18 screenings per week at Palace Electric Cinema.

FACEBOOK

OOH To achieve reach and awareness, OOH implementation will span across channels most seen by our target market and suitable to our positioning.

This consists of transit advertising on buses, light rail, light rail/bus shelters, and shopping centre digital screen panels. Physical static media displayed at bus shelters and light rail shelters will feature a recap of our key creative story to compliment visuals placed on buses and light rail carriages. The campaign will buy two full-wrapped buses that cover the CBD city loop for four weeks during the launch of the NRL season. This period will cover the busiest periods of the Autumn selling season as well to keep Allhomes relevant and top of mind. Four buses wrapped in ‘showcase’ advertising will act as ancillary buses that cover the northern and southern regions of Canberra. The first phase of transit graphics will feature the key ‘Get the homeside advantage’ visuals. The second phase will feature story extensions where the ads interact with the medium. Possible executions include a Raider saving a seat for potential Allhomes users on a crowded bus or a crowd cheering towards the entrance of the bus to demonstrate a commuter joining the team.

Shopping screen panels will use similar visuals to the bus placements with an added element of animation to attract the attention of the audience.

Screens in the Canberra Centre have been chosen due to high pedestrian traffic from our target market and potential users. The six week period from mid-March to April was selected to align with Allhomes’ peak property purchasing period for autumn. Vera will aim to negotiate for screens closest to the entrances and exits of the mall to ensure the campaign is seen. Whilst transit advertising is intrinsic to the “on the go” lifestyle, the call to action for these styles of messaging will focus towards mobile application downloads alongside the key tag line of the campaign.

VERA | Allhomes

15 and 30 second spots in square and vertical formats optimised for digital will be amplified on newsfeeds. Carousel ads featuring promotion for different advantages that allhomes provides will also be used.

INSTAGRAM 15 second spots in square and story format will be amplified across newsfeeds. 30 second spots will be adapted to vertical IGTV format and posted on the Allhomes news feed.

YOUTUBE The 15 second spot will be placed as a pre-roll ad on videos in the first half of our campaign to ensure that audiences are familiar with the messaging and story. In the second phase of the campaign after April the ads will be changed to 30 second TrueView spots that extend the ‘homeside advantage’ story. The ads will be targeted to those who have been recently engaged or married in the past three months, or have young children. Targeting these life events allows the campaign to pre-empt the needs of our target market and place our ads in front of them at the right time.

SEARCH Ongoing SEM will be used to competitively build awareness of our campaign.

We will use a viewable CPM bid strategy that targets those within our target market. Our campaign will aim at those who have shown intent to enter the market or may be in the beginning stages. This is done through defining the interests of our target audience across real estate, travel, and relevant keywords. With contextual targeting we will target those who have just been married as well. The campaign will retarget users who have been on Allhomes before with dynamic messaging that forms to the point a user left the Allhomes website.

DISPLAY Responsive and dynamic display ads will assist in retargeting users with little preference of real estate portal and new users. This will be done on relevant websites and those owned across the Fairfax network including the Canberra Times as an example. Digital display ads are released on weekdays in the breakfast, lunch, and late night period. On weekends display is released uninterrupted from the morning to the afternoon. Display ads will consist of skyscrapers, square, mobile banner, and billboard formats to ensure the message is optimised for all platforms.

The first encounter many have with a property portal is through a search engine. It’s imperative that we continue to put resources into paid search to ensure that the platform is accessible. We will use Google’s ability to target the audience’s intent to explore real estate which in turn will reduce wastage of the campaign budget. To pre-empt our target market’s needs the campaign will use contextual targeting to target those who have just been married or engaged in the past three months.

21

AUDIO SPOTIFY Spotify is an increasingly popular audio streaming media and a feasible platform for reaching our target market. Vera will implement 15 second audio spots via playlists, selection, and geography. Spots will be targeted at users who listen to Canberran artists, finance or other lifestyle related podcasts, ‘Office’, ‘ Top 50 Australia’ playlists, and those who reside in Canberra within our targeted age range. We will target specific interests such as ‘Culture & Society’ and in-context moments such as when users are listening to Spotify in their car. The scheduling strategy for Spotify is to implement a cost effective media to heavily saturate the market at the beginning of phase one for six weeks and again for six weeks from the beginning of phase two. Phase one advertisements will adopt the key message in an informative and playful style similar to the radio advertisement, whilst phase two ads will extend that story.

RADIO To remain top of mind, 15 second audio spots will be aired in the peak target market listening segments (morning drive and afternoon drive). Spots will be targeted onto the 104.7 Canberra radio station for the duration of the campaign as it is the most popular amongst our target age range39. The radio ad will feature an adaptation of the key message involving an interplay between Cole, Carley, and the Raiders player. A simulation of an in-car conversation can play out with the Raider coming in at the end and surprising the listener.

Radio messaging has been timed to run on and off using a pulsing schedule, weekly durations increasing as the campaign grows. The selection of particular weeks was coordinated to align with key Canberra events such as the Royal Canberra show in February as well as Enlighten/night noodle markets and Skyfire in March, which is known for its affiliation with the selected radio station. This scheduling is also due to a greater focus on the implementation of live reads. The organic delivery helps to avoid over-saturation during phase one of the campaign. Phase two will increase the new 15 sec spots as live reads decrease. Vera will negotiate for forty, 15 second spots per week to be aired between morning and drive radio segments over a total of 10 22

39

GfK, 2019

weeks throughout the campaign period. Vera will negotiate for three live reads a week and comes to a grand total of 8 weeks across both phases.

DIRECT Direct mail will be targeted to house and potential audiences between the 25-34 age range in the ACT and surrounding areas. On a pulsing media schedule, for two weeks at a time, targeted audiences will receive Allhomes emails twice a week.

During the first phase, consumers will receive campaign driven messaging about Allhomes position as a homeside property portal and the benefits of joining the Allhomes team. Phase two will distribute re-targeted messaging regarding new property listings and links to new posts on the Allhomes website of consumer relevant information based on location, renting or buying interest, occupation, hobbies, etc. Distribution of direct marketing twice a week on a pulsing schedule ensures that the messaging remains fresh in the consumers mind but does not flood their inbox and overwhelm their property decision making choices during high consideration periods. A call to action will be included in all direct marketing with links provided for viewers to download the mobile application, displayed alongside the tagline of the campaign.

5.11 MEDIA SCHEDULE On air-time (First Phase)

FEB Weeks commencing Sunday

16

MARCH 23

1

8

15

APRIL 22

29

5

12

19

On air-time (Second Phase)

MAY 26

3

10

17

JUNE 24

31

7

OOH Full Bus Wrap Bus Showcase Bus Shelter Light Rail Station Stops Light Rail Interior Shopping Digital Panel

CINEMA AUDIO Radio - 30 Second Spot Radio - Live Reads Spotify - 30 Second Spot

SOCIAL Facebook Instagram Youtube - Skippable in-stream Youtube - 15 Second Youtube - 6 Second bumper

SEARCH/DISPLAY DIRECT VERA | Allhomes

23

5.12 BUDGET

MEDIA CHANNEL

The following budget displays the total media spend of the campaign. The $500,000 was allocated towards the various media channels used as well as an approximate 10% contingency for any adjustments after the first phase analysis or emergencies. Creative was not included as discussed and agreed upon in the client call. The spend has been optimised for each phase to ensure that both are effective in achieving appropriate reach and frequency.

OOH CINEMA AUDIO

IMPLEMENTATION

UNITS

Transit OOH, Shopping mall Physical/digital panels, digital panels signage, transit wraps 15 sec spots

234 screens

15 sec radio, radio live reads, 400 radio spots, 24 Spotify 15 sec live reads, Spotify CPM

EXPENSES $222,518 $31,002 $42,700.04

SOCIAL

Facebook, Instagram, Youtube

CPM

$128,140

DIGITAL PERFORMANCE

Paid Search, Display

CPC

$25,600

DIRECT

EDM

CPC

$100

CONTINGENCY

$49,939.96

MEDIA BUY

$450,060.04

TOTAL

$500,000

5.13 EVALUATION OBJECTIVES

STRATEGY

METRIC / IMPLEMENTATION

RATIONALE

MARKETING OBJECTIVE

Integrated marketing campaign to Maintain audience leadership by getting run from Feb - June 2020 in the Canberra property players on the homeside ACT. The campaign will use OOH, team.

Cinema, Radio, Social, Search, Display, and Direct media channels.

24

Track ongoing awareness and reach

The success of the campaign is contingent on both the awareness and maintenance of leadership in the market. All media channels are tracked through all impressions, click through rates, cinema attendance, and OOH proof of positioning to ensure the marketing objective is met.

COMMUNICATION OBJECTIVES

Increase target market’s awareness of Allhomes’ locality by 60% by June 2020.

Increase awareness of the benefit and importance of using Allhomes as Canberra’s leading property portal by 50%

by June 2020

By leveraging the success of the Canberra Raiders key players and key words associated with what it means to be on the Allhomes team will be used in a range of our integrated marketing efforts to link Canberra’s most current loved sporting team to its local property portal.

Highlight the local benefits of choosing Allhomes

Direct traffic to website

Direct traffic to website enables us to see how many consumers visited the Allhomes site without prompt or referral from other sites. This can be done through tracking and analytics.

SEM Analytics

Search terms are signs of unprompted visits to the website. We are able to track key search terms in relation to our new Allhomes campaign.

Survey (SurveyMonkey)

Surveys will be conducted at the end of Phase One and Phase Two. These surveys will be used as comparisons to evaluate the effectiveness of all media channels and the increase of awareness of our Allhomes campaign. Optimisations to spend can be adjusted based on results.

Pre-testing /Post-testing

Tests of the market will be conducted prior to the campaign launch, this will act as a benchmark for when testing is resumed post campaign. This type of testing gives allhomes data in relation to the overall success of the campaign.

Social Media

Allhomes campaign success will be measured by the use of social media by its target audience. Click through rates and impressions will be measured to gain insight into why and how consumers are engaging with the Allhomes campaign on Facebook, Instagram Youtube.

Testimonials and Reviews

Testimonials and reviews will be a source of authentic information. These can be written online as an organic review reflecting the success of the new campaign and how it increased awareness across the Canberra region.

Radio listeners (Nielsen)

Nielsen will be used to measure the success and reach of Allhomes radio advertisements. It will measure audio campaign performance to conclude the impact it has on the company.

OOH visibility (Move)

Move will be utilised to measure the visibility of all our OOH placements. Move is able to manage the Opportunity to see, likelihood to see, roadside, transport and retail audience measurement.

Cinema ticket sales

Tracking cinema ticket sales will allow us to measure the success and traffic of the consumers frequenting the cinema and being exposed to the Allhome advertisements.

Direct Traffic

Allows Allhomes to gauge how many people prefer allhomes as their housing portal of choice over competitors.

Housing Portal reviews

Housing portal reviews are an organic source of information that can benefit the success of Allhomes. This information can be used for future campaigns or strengthening of current strategies.

Track website traffic

Tracking consumer engagement across specific segments of the Allhomes website (eg. editorial) will measure penetration of messaging and optimisation of content for the future.

MEDIA OBJECTIVES Increase social media +1 reach by 65% and +3 reach by 15% by June 2020

Increase downloads of mobile app by 10% in the three months following June 2020 Increase the number of searches for ‘Allhomes’ as a keyword on Google by 20% within six months of campaign launch

VERA | Allhomes

High frequency and reach strategy with social media using the ‘Get the homeside advantage’ story content and extensions.

All Allhomes ‘Get the homeside advantage’ campaign materials will call the target audience to ‘join the team and download the app’ Consistent messaging across all media channels. Delivering clear call to actions in all messaging.

Facebook and Instagram analytics

Facebook and Instagram analytics will help track the reach of our social media channels. By allocating a portion of our budget to various social channels it is pivotal they are tracked to ensure they are being implemented correctly.

Hootsuite App download Analytics

Number of downloads of Allhomes application can be tracked via Apple and Android performance measurement analytics. This tracking is important as a large portion of our campaign is calling consumers to download the application in order to become a part of the Allhomes team.

SEM analytics

SEM analytics will track the number of times Allhomes is used as a keyword on Allhomes. This is one of the most important implementations of the campaign allowing Allhomes to gauge how successful the campaign was in raising awareness.

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6. RECOMMENDATIONS 1. LAYOUT OF WEBSITE We recommend creating a clearer gap between ACT property searches and all other states in the country to enhance the fact that Allhomes is a Canberra local brand. This may be executed by moving links to all other states below the hero image of the website rather than directly below the ACT search link. This layout will reinforce recognition from consumers that Allhomes specialises in Canberra property listings, information and knowledge of the market.

2. COMMERCIAL SERIES EXPANSION As the series progresses and explores presenting solutions for multiple property searching issues, Allhomes may wish to explore implementing the use of other popular sports figures within the ads. This can vary from teams such as the Canberra Capitals basketball team to the CBR Braves ice hockey team. This will show increased support for all homeside teams and reinforce the BIG idea and allhomes’ new “homeside avantage” positioning once awareness of the campaign has significantly increased.

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3. CINEMA MOBILE INTERACTION COMMERCIAL During this campaign we discovered that Cinema is an impactful media among 25-34 year olds as it is highly engaging. A secondary creative idea that Vera had considered was to develop a cinema ad that encourages viewers to make sure they respect others around them in a public area by turning their mobile phones on silent during the movie.

Using a Canberra Raider spokesperson once again to mention that allhomes is a canberra-centric property portal with listings and information relevant to the area, the ad could be wrapped up with something along the lines of- “there are plenty of homes around Canberra, but this isn’t one of them.

Please have your mobile devices turned off or on silent while you enjoy the movie!”

4. SPONSORSHIPS Vera recommends that Allhomes sponsors the Canberra Raiders NRL team to create a strong affinity within dedicated Canberra locals who identify with Canberra being their home. It is acknowledged that a marketing activity such

as sponsorship is a long term branding effort which is why it has been included as a recommendation. Many sports fanatics begin their support of local teams from a young age. Sponsorship allows Allhomes to grow alongside young Canberra locals who recognise the brand. This can lead to Allhomes branding opportunities such as displays across GIO Stadium banners, football field, ground and wall decals, Raiders uniforms, sponsored television commercials, participation in team related PR events and sponsored activations.

As supporters enter the property journey through all walks of life, they can continue to refer back to Allhomes each time they reach a new stage in the consumer journey. Additionally, Allhomes will gain further exposure to visiting crowds and sports viewers on television, in Canberra and the nation, resulting in retention of awareness.

7. REFERENCES ACT Government 2019, ACT Residential Property Market, July 2019, ACT Government Chief Minister, Treasury and Economic Development, Canberra, viewed 15 september 2019 <https://apps.treasury.act.gov.au/__data/assets/ pdf_file/0007/399985/RESPROP.pdf/_recache> ACT Treasury, 2019, ACT Population Projection: 2018 to 2058 - ACT Treasury, Treasury and Economic Development Directorate, Canberra, viewed 22 September 2019 <https://apps.treasury.act.gov.au/__data/assets/pdf_ file/0005/1305581/ACT-Population-Projections-Paper-FINAL.pdf>

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TORCHMEDIA, 2019, Canberra Light Rail Advertising Opportunities, TORCHMEDIA, Australia Tulip S, Saunders, T 2019, A Model of the Australian Housing Market, Reserve Bank of Australia, Australia, viewed 1 August 2019 <https://www.rba.gov.au/ publications/rdp/2019/pdf/rdp2019-01.pdf> WeAreSocial, 2019, Digital in 2019: Australia, Australia, viewed 3 October 2019 <https://wearesocial.com/au/digital-2019-australia> Yellow, 2018, Yellow Social Media Report 2018, Melbourne, Australia, viewed 3 October 2019 <https://www.yellow.com.au/wp-content/uploads/2018/06/ Yellow-Social-Media-Report-2018-Consumer.pdf> Zhou N, 2019, What first-home buyers should know about ‘bank of mum and dad’, The Guardian, viewed 1 September 2019, <https://www.theguardian.com/ australia-news/2019/jul/01/what-first-home-buyers-should-know-aboutbank-of-mum-and-dad>

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8. APPENDIX SURVEYMONKEY SURVEY RESULTS

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VERA | Allhomes

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VERA 2019