Taylor Wimpey Public Relations

Background

Taylor Wimpey is one of the UK’s largest housebuilders, building and selling over 10,000 homes each year, across 400 developments and 24 regional offices in the UK.

For over ten years now we’ve worked with them on their advertising, design, and email campaigns at both a national and regional level. And when they needed a national PR and social media agency as well as a PR agency for 14 of their regional business units, we were ideally positioned to deliver the service.

Approach

Our PR work with Taylor Wimpey begins right at the very start of a development during the planning stage, as we support business units on communications during their consultations. This includes writing copy for and setting up their website, writing copy for invitations for key stakeholders and local communities, creating exhibition boards, and noting consultation attendees’ comments and contact details.

Working closely with the head office team we develop the concepts and creative for their national PR campaigns, as well as producing assets and briefing notes to share with other PR agencies, ensuring a consistent approach is achieved. And as an extensive national brand, handling media enquiries in a prompt, considered way is of absolute importance for Taylor Wimpey. We routinely liaise with the head office team and business units to provide responses to questions and stories.

For the regional PR activity we undertake, the primary objective is to help foster a positive local perception of Taylor Wimpey and support sales activity. To do this we manage the brand’s community engagement with local entities, such as funding for school gardens and play equipment, sponsorship for youth sports teams and running poster design competitions with local youth groups. By liaising closely with the business units, we’re also able to identify buyers whose stories will make ideal case studies, before writing and delivering them. These do valuable work in showcasing the experiences of exchanging and completing on a Taylor Wimpey home, as well as reaffirming the brand’s position as a responsible, leading housebuilder.

News pieces about a development’s lifecycle are also an important part of our work, as they help to develop a transparent approach and open dialogue with local residents, further encouraging good sentiment amongst the community. Raising awareness of the contributions Taylor Wimpey gives back to local communities is another key part of our work. Similarly, Taylor Wimpey’s website features a blog which covers topics from interior design trends, to sustainable living, to tips on how to have a stress-free home move with young children. We assist in the research, copy creation, and image design of these articles. To complement this type of content, and for use on social media, we also develop video concepts and organise their delivery. These videos work hand in hand with key messages for Taylor Wimpey - such as explaining processes like Part Exchange in a clear, friendly way - as well as running alongside PR campaigns.

Results

Positive press coverage both at a local and national level has been a great outcome of our work, as well as an important component in improving community perception of Taylor Wimpey amongst local residents. This runs alongside our media enquiry work in providing statements to ensure that whatever the story, a balanced press piece is delivered.

Through concise and informative copy, and original video we’ve contributed to the fantastic content that features on Taylor Wimpey’s website and is shared across their social media channels.

We’re delighted with the results of our work together so far and continue to work proactively and diligently, using our experience and insights into how the business works to ensure success like this is consistently achieved.