Blog
News, insight and tips from the social web.
The Hoop blog covers the evolving digital landscape, social media, mobile communications, content marketing and also includes 5 top finds and Fish on Friday. Feel free to make comments.
-
Vision for Springside unveiled »
Edinburgh’s property fraternity gathered at the Castle for the launch of Springside, the city’s most exciting new neighbourhood.
Springside, a £200 million joint venture between Grosvenor, AMA and Royal Bank of Scotland, is spearheading the regeneration of Fountainbridge on the site of the former Scottish & Newcastle brewery.
Hoop Associates have worked alongside the development team based in Edinburgh to create the name, visual identity, communication strategy and a raft of innovative communications that will now bring the scheme to life.
Media includes the website, email marketing, search marketing, a newsletter, vision brochure and investor packs, presentations for agents, a brand launch movie and the Docshare, a bespoke online tool that enables project partners to share documents relating to Springside.
We have also created the online communication strategy and launched the new website at springside.co.uk. The site will keep potential investors and occupiers informed as the build progresses and support the sales process by building relationships with potential buyers.
The communications strategy is built with digital media very much at its heart along with careful segmentation of site users planned over a long sales lead period. All off line activity is planned and co-ordinated to build brand and product awareness and drive people online where the connection with Springside can really take shape.
The name itself was chosen after the research revealed an underground spring – a source of fresh water that enabled agriculture and then brewing, to thrive. It also sits comfortably alongside more established neighbourhoods such as Morningside and Viewforth, and won the wholehearted support of local people and local government alike.
When complete, Springside will provide 650 new homes and 140,000 sq ft of high quality space for some 2,500 new jobs.
Read more about the development of Springside
Categories:
Tags:
-
The tour guide »
If the media landscape you once knew so well is looking increasingly unfamiliar, take solace, you are not alone. Here’s where we think this bus is heading.
Not quite a blog and not exactly academic essays, these pieces try to make sense of these rapidly changing times. Follow the occasional musings, rants and insights from inside Hoop.
Perhaps not the most comfortable reading for some but highly valuable for others. Check in from time to time and enjoy the ride.
Categories:
Tags:
-
As rare as a bowler hat »
Printed Annual Reports damage the environment and are out of date by the time they’re read. They will soon be as rare as a bowler hat in the city.
Big and glossy must equal good
A whole sub-section of the communications industry has been predicated on the belief that, in order to be noticed, an annual report needs to be a big corporate tome with thud factor.
Finding corporate info
Corporate reporting has also, traditionally, been characterised by organisations trying to control the information they provide the reader. The world is changing fast and the industry that clings to this view is crumbling from within. Organisations are no longer in control of the information they provide. Almost anything one wishes to know can be found online.
Real facts in real time
The internet is the first port of call for anyone interested in how an organisation does business, treats its customers, values its staff and earns and spends money. So beyond meeting the statutory minimum requirements to publish results in print, the most meaningful communication with those who are interested in you must involve the web, email and/or the medium best matched to the reader’s preference.
Thin end of the wedge
The Companies Act 2006 requires quoted companies to make shareholder communications available electronically from January 2007. This is the thin end of a wedge that will eventually see the printed report become all but obsolete.
Categories:
Tags:
-
Joined up commmunication »
Understanding where your networks are and how they like to operate can give you a huge advantage in creating engagement.
Integration in action
Some of you will be reading this because you have one of our business cards. It’s not that we want to trumpet how smart we are, we just thought it was a simple way to demonstrate how integrated, or joined up, communication works in practice.
Access allowed
Joined up communication, naturally, requires joined up thinking. It’s about understanding that your networks of stakeholders have many ways to access your brand.
Integrated communication facilitates that access across different media and in different ways. Even a business card can deliver people deep into your thinking if well thought through and executed.
Push or pull?
Integrated communication places your business where your networks already are without ramming your message down their throats. It’s respectful, efficient and accepts the push and pull, the ebb and flow, of how people want to engage with your brand.
User centered thinking
As we say elsewhere on this site, the broadcast era is over and interruption is dead. If you’re in advertising get clued up or get out quick. Today’s communication is multi channel and user centered. Welcome to the world of integration.
Categories:
Tags:
-
Teeing off »
The Argent Property Cup got off with a swing on the 23/24 April with a new marque and promotional material designed by Hoop Associates.
For the tenth year of the competition, King’s Cross developers, Argent Plc asked Hoop to refresh the look and feel across all the visual material. Hoop created a new marque, adverts, mailers, a players’ info pack, menus as wel as display panels for Argent.
Categories:
Tags:
-
Launching On the Green »
Hoop created branding, a website and printed material for On the Green, a development of over one hundred apartments launched by Metropolitan Home Ownership and Tower Homes on 20 April.
The launch weekend saw many people express an interest in living at On the Green, with many more people registering their interest online.
Categories:
Tags:
