Supporting a family-owned housebuilder

We have provided comprehensive public relations and corporate communications support for fourth generation family-owned housebuilder Mactaggart & Mickel since November 2018.

Our original brief was to support their marketing activity on a small number of sites in Oxfordshire, where they had operated since 2016 without being well known in the English housing market. They needed effective PR and messaging to drive footfall and reservations at their first English development in Oxfordshire.

After a successful first year, which saw their profile in England significantly improve, we were appointed to lead the national brief extending into Scotland and providing corporate communications and press office support. This work continued during the pandemic, at an unprecedently challenging time for the housebuilding industry.

What we did

Over the last year, we developed an integrated approach to media relations and corporate communications across the English and Scottish operations which had not existed before. This was overseen by a Social director and led by a team of four practitioners based in England and Scotland.

Our strategy focused on three areas during 2020:

  • Supporting communications around what’s happening within the business and on sites.
  • Helping the group to sell homes through a mix of online content, media relations and building links with community influencers.
  • Positioning the company as a force for good – promoting its charity work and support for communities in which it is based.

The impact

At a challenging time for the industry, this approach served the group well over the last 12 months

Results include:

  • 280 pieces of coverage were generated during 2020, providing an overwhelmingly positive overview of the company’s operations and products.
  • This coverage included national, trade, and key regional titles and had a combined reach of more than 120m.
  • Online coverage was shared or engaged with online more than 5,500 times and contained more than 20 backlinks back to Mactaggart & Mickel’s website.
  •  The company was also recognised in the national Institute of Directors’ awards, with long-standing CEO Ed Monaghan winning director of the year in the family-owned business category. Two of its developments in Scotland were shortlisted for industry awards, which are due to be held later this year.

Full contents of this coverage can be found at https://share.coveragebook.com/b/cded83621753015d

Outcome:

This work has put Mactaggart & Mickel firmly on the map in England as a developer of choice and cemented its reputation in Scotland as a trusted brand that others look to for leadership. Their industry presence was underlined recently when Ed Monaghan was invited by the Treasury to join a round table with five other Scottish executives to explore with government officials how businesses can be helped to support the UK’s economic recovery.