Onward is a 19-unit Townhome development project launched in 2020
Location: Richmond, BC
Surrounded by a number of development projects within close proximity that offer standard design and amenity, Onward faced the challenge to differentiate itself among the fierce real estate market.
What I Did
To gain market information, Howell's first step was to conduct a situational analysis, including environment, company, competitor, and customer analysis. With the belief that satisfied consumers are the core of every successful product and campaign, I was tasked with building our customer persona, on which our marketing strategy would be developed.
With ONWARD's offerings being 3 or 4-bedroom townhomes, I identified our customer persona being "The Millenial New Family".
By conducting Secondary Research on websites, blog posts, social media forums, as well as primary research interviews, I was able to provide ONWARD's developer with a holistic view of the customer archetype they are aiming to target.
The Millenial New Family
Hobbies and interest
Goals and needs
Based on customer persona, Howell developed a detailed marketing strategy proposal that
impressed the developer.
Howell secured as the marketing partner for ONWARD