Dhalia’s organisational structure is built on 3 separate levels: corporate (HQ), branches, and agents. In execution, maintaining a consistent marketing strategy across each level proved to be an ongoing challenge for Dhalia’s marketing team.
They approached us to conduct an industry analysis, followed with the development of a clear digital marketing strategy and creative assets that would enable Dhalia’s in-house team to execute the said strategy in a seamless, end-to-end manner across each level of the organisational structure.
We developed a multi-level strategic and executional plan comprising of:
1. An overall company strategy with a defined approach and clear objectives for the overall positioning of Dhalia’s brand.
2. An executional plan with defined roles and clear guidelines for each operator at a branch and agent level, ensuring seamless end-to-end execution in-line with the overall approach.
3. A toolkit of creative assets that were distributed to branches and agents, according to the content pillars set at each level. The scope of the toolkit was to ensure visual consistency across the Dhalia brand, whilst providing each operator with the required flexibility to adjust content according to one’s specific requirements.
The entire process was documented on a final training presentation which was rolled out across the corporation by Dhalia’s in-house marketing unit.
Real Estate, Real People
To pull the positioning plan all together, our creative team formulated a new brand tagline that defined Dhalia’s unique commitment to customer interaction:
“Real Estate, Real People.”
Dhalia’s unique selling point (USP) in such a competitive and saturated market has always been the brand’s unwavering commitment to put its clients first, offering a personable experience in one’s search for the right property.