Prime Structures, based in Accrington, Lancashire, has a factory manufacturing modular housing for the affordable market. The company designed, manufactured and built a development of 12 modular houses in the village of Bacup, and wished to launch the concept of a Modular Housing System to Housing Associations and Councils before the houses were sold and occupied.

 

We were asked to plan and manage the launch, and to follow-up on any interest generated. With a live database of 600+ named contacts in Housing Associations and 600+ named contacts in Councils, we could identify and reach out to the right people with an interest in – and need for – volumetric housing.

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Our strategy was to invite selected Housing Associations and Councils to a launch event (with choice of dates) at the Bacup site, visiting the properties and meeting key Prime Structures personnel. This gave visitors the opportunity to experience modular houses at first hand, and enabled Prime Structures to gauge reaction from these key strategic markets. 

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We focused on Housing Associations and Councils local to the development site (within a radius of approx. 30 miles), supplemented with selected organisations from further afield, which we were aware had appropriate developments in mind.  From the initial mix of 30 local Housing Associations and Councils contacted, 19 (61%) accepted our first invitation to tour the show house.

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Three dates were arranged, with a further added to meet demand; each event was hosted and managed by us, with appropriate representation from Prime Structures. 42 visitors from the 19 organisations toured the development and show house. We achieved a 100% interest rate, and every organisation which visited offered Prime Structures potential future opportunities, in all totalling 176 units.

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The timescale from brief to launch events was just four months.