Background
Highly regarded as a student accommodation operator, Vita Group wanted to move away from its traditional model of developing plots, stabilising them and then selling its assets to institutional investors to one where it had capital ready to deploy, either through major institutional investment or via IPO.
The business had been operating in the shadows, its corporate website said very little, the business did almost no PR and information investors wanted to understand more about such as policies around ESG and company culture the business failed to articulate. This lack of articulation also impacted other areas of the business such as recruitment, planning and acquisition.
The business needed to define its story and tell it to the world.
The Response
- Developed corporate brand proposition, core pillars and narrative
- Developed Vita Group tone of voice
- Managed delivery of new corporate website including drafting copy, managing briefs and collaborating with design team
- Managed design team to create new brand videos, scripting and directing video content as well as producing photography shoots
- Developed and delivered communication frameworks around Purpose (ESG), People (Values) and company brands
- Developed and delivered comms strategy including internal brand day to introduce group’s vision as well as external events
- Drove a busy corporate press office, maximizing coverage opportunities around planning, deals and other news
- Maximised speaker opportunities for the C-suite
- Managed campaigns such as developing core insight piece ‘Future Living Report’ the largest piece of reasearch into living trends and sent to investors and industry
- Developed uniform communications processes for pitch decks etc
The Results
- + 300% increase in organic website traffic vast improvements to SEO, +19 domain authority rise
- Y-o-Y media coverage up 71% in 2023, and up 179% in 2022
- 525 pieces of media coverage in 2023, EAV £6.9M, reach of 3.7B
- Stand out coverage in titles such as The Times, Financial Times, CNN, BBC News, ITV, This Morning, Property Week, React News and more, all with strong key message penetration
- Multiple high profile speaker opportunities secured
- Supported multiple multi-million pound transactions
- Corporate brand day introduced the business, its brands and vision to over 400 colleagues
