Case study

A new brand, proposition and ongoing marketing for SBK

Our client, Knight & Rennie, teamed up with Sheldon Bosley in early 2016 recognising a real opportunity to combine the sales, marketing and comprehensively managed new homes service that they offered with the years of experience and expertise in the front-end planning and land agency work that Sheldon Bosley have been undertaking. Launched on August 1, Sheldon Bosley Knight (SBK) are now able to offer a truly holistic package of services on any site from conception to completion. Chemical Code supported them through this journey with a new brand, proposition and all their ongoing design and marketing.

We recognised that both brands had equity in the areas they operated. So the key was to create a brand that positioned the new company as the property experts in Warwickshire and surrounding areas whilst still retaining that brand recognition with their existing customers. The solution involved taking elements of both brands and combining them to create something new, but familiar.

We took Knight & Rennie’s existing proposition statement ‘Setting the Standard’, and evolved this to reflect the additional service offerings being offered by SBK. By providing a truly holistic package of services and having comprehensive coverage across the region, Sheldon Bosley Knight are ‘Exceeding the Standard’.

We then combined the services of both companies and created a new set of service icons and created a new colour palette that highlighted these services across multiple touch points.

We combined all of these elements together to create a launch campaign that included local and trade press adverts and an email campaign to existing customers.

At the same time, we also launched a campaign for the SBK New Homes service which aimed to showcase the wider service that was now on offer to potential developers and land owners in Warwickshire. With a range of successful developments already underway in the area, SBK New Homes already had a strong base of case studies to build on.

We came up with the ‘Acres of expertise’ campaign which involved the four main directors of the New Homes service walking through a brown fields site. The aim was to position them as the specialists in their fields (a land specialist, a planning specialist, a new homes specialist and a director-level project manager). This was rolled out across regional and trade publications and also featured on the New Homes website which we also designed and developed.

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We have completely rebranded their suite of literature including property brochure templates, valuation booklets and a brand new residential services brochure which highlights all of the new services that SBK offer and how they integrate into their sales and lettings offerings. The brochure also includes the company’s customer charter which goes through the stages that SBK goes through when valuing a property, when they are instructed to sell and during the offer and post sale stages.

In the run up to the launch, Chemical Code worked with SBK to roll out all of their marketing collateral including marketing brochures, sign boards, stationery, property templates and social media headers. Today, we continue to support SBK with ongoing marketing materials as well as updates to their website, social media channels and Rightmove campaigns.

Client overview

Sheldon Bosley and Knight & Rennie teamed up in early 2016 recognising a real opportunity to combine the years of experience and expertise in the front-end planning and land agency work that Sheldon Bosley have been undertaking with the sales, marketing and comprehensively managed new homes service being offered by Knight & Rennie. As a team, Sheldon Bosley Knight (SBK) are now able to offer a truly holistic package of services on any site from conception to completion.

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