Services

• Advertising Campaigns
• Data Intelligence
• Direct Marketing
• Media Buying
• Media Planning
• Strategy and Insight

Challenges

Stewart Milne Group is one of the UK’s leading independent home builders and timber systems manufacturers.

Polygon was appointed as media buyer for the Group in 2007, initially covering its New Homes Scotland Division across the Central Belt and Grampian and Tayside regions, tasked with enhancing brand awareness in relevant areas, promoting show home launches and driving regular enquiries, visitors and sales through targeted advertising and PR.

Solutions

Polygon worked alongside one of the UK’s leading independent agencies to provide the media intelligence services and live consumer insight and demographics to reach new audiences and reconnect with existing customers. Polygon worked alongside one of the UK’s leading independent agencies to provide the media intelligence services and live consumer insight and demographics to reach new audiences and reconnect with existing customers.

The mix of media was rapidly expanded to take in an increased portfolio of the UK’s most well-known property portals such as Rightmove and Zoopla as well as smaller, yet impactful websites targeted at those actively in pursuit of new homes; identified, researched and implemented by Polygon.
As digital marketing intelligence improved, so did the degree of targeting, with Stewart Milne Homes among the first in its sector to take advantage of innovations such as geo targeting and behavioural advertising, supported from planning through to deployment by Polygon.

Thanks to the solutions and ongoing services provided by Polygon, Stewart Milne Homes was able to target all key press, radio stations, direct marketing criteria and outdoor media positions much more effectively, ensuring the purchase of audience targeted space to convey a marketing message;

• To the right audience
• At the right time
• To the right location
• At the right weight
• At the right cost

This intelligence and analysis were used to form a comprehensive set of media and production plans, working closely alongside the client throughout the planning and implementation processes to provide a tailored ongoing service.
Across 12 years, Polygon consistently and successfully navigated an increasingly diverse media landscape to produce wide-ranging, carefully planned and professionally managed advertising campaigns, year after year, to reach specific audiences across the UK with maximum impact and minimum wastage.

Results

Following its successful campaigns north of the border, Polygon’s involvement expanded to include the same service for News Homes North West England and Stewart Milne’s Timber Systems Division.

The long-term relationship between Polygon and Stewart Milne Group continued to go from strength to strength for over a decade as Polygon supported an internal marketing team of four full-time staff to successfully and seamlessly manage £2million per annum media campaigns. From planning to negotiation and deadlines to contacts; no job was too big or small as Polygon built long lasting, personable connections with Stewart Milne Group staff; many that continued long after some of those staff members had left the business.

Polygon was trusted to make decisions on behalf of the client when necessary, and its expertise was never more valued than after the 2008 recession, as our knowledge and was key in ensuring continued database development and customer leads, both of which would hold Stewart Milne Group in good stead.

Polygon’s involvement with Stewart Milne Group coincided with a period of substantiable growth for the Aberdeen business which now employs over 800 people, generates a turnover of £280million and is one of the UK’s foremost independent homebuilding and development companies, with a market leading reputation for innovative advertising across dedicated property portals, social media, traditional press, TV, online video, radio and DM.