The Challenge.

Communicate the benefits and encourage the uptake of the Kick Start project whilst establishing a trustworthy brand. Kick Start works by offering eligible home owners the opportunity to release equity in their homes to finance any construction work. The service is fully comprehensive and includes free support at every stage of the process. It is an initiative driven by the Local Authority in partnership with Staffordshire Housing.

The Solution.

Communicating the key benefits of the project - such as a better quality of living with no upfront costs and no monthly charges, dedicated contact to help you through the whole process, carefully vetted contractors you can trust and value for money was vital. However the single most important message to be taken away from any piece of communication was the attainability. This was delivered through the line 'Can't afford to renovate? Yes you Can.' This dramatised the fact that you won't have to spend a penny until you sell your home. The approachable graphic device also supported this proposition. The campaign features 48 Sheets, press advertising, posters, beer mats, merchandise, direct mail, corporate literature and exhibition stand.

The Results.

Stoke Kick Start have achieved the highest results by far in total loans for the project. (Measured against other Kick Start projects running in West Midlands.)