Sentinel Homescope celebrate marketing award success

Published by Karen Connell for Sentinel Housing Association Ltd in Housing

On 27th September Sentinel Homescope, the sales division of Sentinel Housing Association which markets and co-ordinates Sentinel’s range of low cost home ownership options, won the Most Effective Marketing Campaign category at the annual Affordable Home Ownership Awards 2012.

The Awards, which are now in their 6th year, took place at London’s prestigious Lancaster Hotel and were hosted by the stand-up comedian and regular TV panellist, Ed Byrne.

The Most Effective Marketing Campaign award, which was sponsored by Rightmove, recognised the success of Sentinel Homescope’s marketing campaign to promote its shared ownership housing scheme at Aspire Place in Basingstoke’s newly regenerated area, Popley Islands.

The aim of the campaign was to increase awareness of shared ownership in Basingstoke, to reach as many potential customers as possible with clear and simple messaging and to communicate prices and share options to people who thought they could not afford to buy their own home.

The campaign achieved this by using bright and bold imagery which was easily recognisable and appealing to their target audience. All marketing materials followed the same concept so the Aspire Place brand was constantly reinforced, keeping the messaging clear and focused to add to impact and make it memorable.

To meet objectives of reaching the widest possible audience they employed a mix of varied marketing mediums during campaign. This included tried and tested mediums such as; local press and radio advertising, large outdoor banners and direct mail, but also embraced new technology including; a microsite with 3D CGI’s and virtual tours, online advertising and social networking.

During a rare, particularly hot spell of weather they distributed bottles of Aspire Place branded water, promoting an open-day, to potential customers around Basingstoke.

Explaining their reasons for choosing Sentinel Homescope’s campaign as the winner, the judges said they were impressed by the "competent campaign" which was "very well planned and executed".

Liz Benson, Home Ownership Manager for Sentinel Homescope said, "We were thrilled when we were first shortlisted, the awards are for our whole industry and many organisations enter from across the country. When they called our name out to say we’d won we were over the moon! It’s really great for Sentinel to get national recognition".

To-date 98% of the properties at Aspire Place are either reserved, sold or let.

To find out more about Homescope team www.sentinelha.org.uk/homescope