Fareham Journey

View the website at https://farehamjourney.nz

Evolving a Vision into a Website and Marketing Strategy

Fareham Journey is a charitable trust with a sustainable dream to create a cohousing community in the South Wairarapa. They needed a website and a marketing strategy to identify who potential members of the future community are, and how best to find them and connect with this audience.

The Challenges

The target audience of prospective cohousing community members is diverse as you would expect in any intergenerational community. It was important to segment the target audience and understand their demographics, preferences, challenges and needs.

Another challenge was that many people do not know the concept of cohousing, so education about cohousing was also important. There are some established cohousing communities in Aotearoa which are helping to raise visibility and spread understanding about this as a more sustainable way of life. Mainstream media is also reporting stories about various cohousing communities which has also been helpful.

Multichannel Marketing

The brief to create a website and a marketing strategy to help the charity connect with their potential members. Through a series of collaborative workshops we worked through the marketing strategy, defining the target audience, segments and creating personas to understand their preferences, challenges and needs. Through the marketing user flows were mapped out to understand the journey from awareness, to interest, to consideration and final conversion. This process identified the importance of multichannel marketing (inperson, print, and online with search, social media and email marketing. The website centralises information about Fareham Journey, education about cohousing, details about upcoming cohousing information events, and registration of interest to attend the event or join the journey.

The Results

We have had a great deal of interest with people wanting to get involved in many different ways, from following the journey on Facebook, receive the monthly newsletter, ask to join the monthly design meetings, and RSVP to join the monthly cohousing information event to see where the community could be built and meet everyone involved.

Services Provided:

• Marketing strategy & planning
• Defining the target audience and segments
• Create ‘ideal’ customer personas
• Mapping the customer journey
• Customer experience design
• Brand and website design
• Content strategy and planning
• Website copy, imagery, and video content
• WordPress website development
• Email marketing and writing email content
• Printed adverts and flyers
• Social media planning, content creation and ongoing management
• Search advertising.

Our Approach