We were approached by MTM Property to help them navigate their brand through a complex set of competitive challenges they were about to face. The student lettings market in Brighton is highly competitive with a limited number of properties due to HMO limits imposed by Brighton & Hove City Council.
We took time to get to know the MTM team as well as finding out what people thought of them. Student lettings agents are going to struggle to have a great reputation, and being the largest they weren’t loved by students. Something that really stood out was that nearly all of their staff had been students in Brighton and been on the journey lots of their tenants face.
We took a deep look at the brand strategy and how they could be a force for change in Brighton. Firstly we changed the name to Coapt – which means “to bring together” – to bring real meaning to the name and what it stands for.
The brand has two facets – the student brand which focuses on helping students find their belonging in Brighton, and the landlord brand which has a strong focus on service and providing insightful intelligence to it’s customer base. These different brands allow the team to tailor their message to the right audience and provide them with the service they need for that time in their property journey.
We delivered the brand across a wide range of media, designing and developing the website, marketing materials, social platforms and delivering a strategy for living up to their new name.
An important part of our work was to deliver an internal change strategy to ensure that the company would operate and behave in a way that would support the new brand.