National launch of a new rent-to-buy housing model
Rentplus was a local rent-to-buy housing company developed in Plymouth to tackle the housing crisis and to help potential homeowners take their first step onto the property ladder.
Acceleris was appointed in November 2014 to help Rentplus become a national business, to generate support for the model and to support the delivery of 5,000 homes by 2020.
What we did
One of the key challenges facing Rentplus was to explain how Rentplus worked in a simple and engaging way and to ensure this message reached the right people. With this in mind Acceleris implemented a wide-ranging communications campaign including:
- Developing and rolling out a new corporate identity and branding for Rentplus, writing and researching a strategic marketing plan and building a new website http://rentplus-uk.com/
- Handling the national and trade launch of Rentplus (including media relations, arranging exclusive interviews with the Financial Times and Inside Housing, and supporting attendance at the CIH SouthWest conference)
Since the launch, Rentplus has received new business enquiries from house builders, developers and local authorities across the country.
Prior to the campaign, Rentplus was only known in the southwest of England but as a result of the campaign, the business now has a strong corporate identity and an established national presence.
Rentplus Chief Executive Richard Connolly was invited to speak at a number of major trade conferences including the Royal Town Planning Institute Conference and the business has received widespread political support from MPs and ministers.
Shortly after launch, the first agreements to deliver 900 homes were approved by Plymouth City Council and Sedgemoor District Council and construction of the first homes are underway.
“Acceleris has excelled at delivering the launch campaign in terms of the branding, communications strategy development, website, social media and PR. We are generating significant media coverage and the response to the new brand, website and other elements has been nothing short of fantastic.” Richard Connolly