Zolotaya Usadba

Handcrafted log homes and bathhouses

Location: Tatarstan and Bashkortostan
Market: Building handcrafted log homes and bathhouses
Industry: Construction and real estate
Scope: Strategy, Branding, Advertising, Website, Content

(01)

about the project

Zolotaya Usadba builds homes and bathhouses using handcrafted log techniques, and also landscapes the surrounding grounds. It works across the republics of Tatarstan and Bashkortostan.

VISMA became the company's partner for marketing and branding, taking on the whole presentation of the business and building a system for winning clients online and offline.

Location: Tatarstan and Bashkortostan
Market: Building handcrafted log homes and bathhouses
Industry: Construction and real estate
Scope: Strategy, Branding, Advertising, Website, Content
Website: zolotayausadba.ru

(02)

what we took into account

01The company and its clients are mainly in Tatarstan and Bashkortostan
02A high average order: from 15 million roubles per house
03A long sales cycle, including preparing and sourcing the timber — from 14 months
04The need to work out how to speak to a premium audience
05No coherent brand strategy or marketing system at the start

(03)

what we did01 / 06

Branding and marketing materials

Built the brand platform: mission, values, proposition, tone of voice, key messages
Set out the positioning and the brand architecture
Presented every one of the company's projects: photo and video, copy, presentation material, proposals
Wrote communication standards and templates for the sales team

(03)

what we did02 / 06

Marketing strategy

Built a promotion strategy across online and offline channels
Defined the audience segments and the points of contact
Built the sales funnel and joined marketing to the sales team
Developed several strategies for scaling and a plan for rolling them out

(03)

what we did03 / 06

Social media

Ran the social accounts end to end: content, visuals, copy, formats
Adapted content to the audience segments and to the season
Ran a series of lead generation campaigns on social media

(03)

what we did04 / 06

Search advertising

Optimising the existing campaigns
Cost per enquiry cut from 2,000 to 250 roubles
Higher conversion through segmentation and new creative
Several campaign scenarios for different customer segments

(03)

what we did05 / 06

Lead generation on social media

Set up campaigns with an average cost per lead of 70 roubles
Built the work with audience segments at different stages of the funnel
Tested hypotheses and scaled the combinations that worked
Optimised the budgets and improved lead quality

(03)

what we did06 / 06

Website development

A multi-page site with spare navigation and a clear architecture

(04)

result

A marketing system for handcrafted log homes: cost per enquiry from search eight times lower.

The company fully presented, including a brand platform and visual identity
A marketing strategy created, with a plan for scaling
Social accounts with regular content tailored to the audience
Cost per lead from search cut more than eightfold; on social, leads from 70 roubles, with a steady flow of good enquiries
Every project presented and ready to show clients and partners