The Client

Mactaggart and Mickel are one of the UK’s leading home building companies. Established in 1925, the homebuilder has played an integral role in developing some of Scotland’s most exclusive housing developments. Today Mactaggart and Mickel has established themselves as a highly customer focussed and quality homebuilder as well as being one of the most profitable company’s in Scotland. In recent years, Mactaggart and Mickel has received several awards for design and quality from the NHBC to the ‘What House’ Gold Awards for the best luxury development in Britain.

The Challenge

Mactaggart and Mickel recognise the Internet is an increasingly important element in the achievement of business targets within a highly competitive sector and has chosen Connecti as their key partner who will create and deliver online marketing strategies for the company.

Mactaggart and Mickel online objectives:

• To position the Mactaggart & Mickel brand as industry leading.
• To increase loyalty to the Mactaggart & Mickel brand.
• To enable Mactaggart and Mickel to develop an ongoing relationship with prospects and customers.
• To increase site traffic and ‘My Mac Mic’ registrations.

The Solution

(1) Digital marketing

• Content Managed Website

Connecti has created a customer focussed, content rich website for Mactaggart and Mickel. A robust content management system underpins the site, enabling Mactaggart and Mickel to update content on a daily basis, providing up to date news on the latest developments, house styles, company events and much more.  

• Email/SMS Campaigns

Connecti has developed a sophisticated email/sms campaign system, which enables Mactaggart and Mickel to create and deliver high volume digital marketing campaigns. The marketing and sales team at Mactaggart and Mickel can login to the ‘My Mac Mic’ portal and send highly targeted messages on latest promotions, development updates and customer specific information to all ‘My Mac Mic’ users.

• Reporting System

Connecti has created a unique reporting system for the company, which provides up to date web statistics on visitor traffic, visitor objectives, page clicks, link clicks and much more. The Mactaggart and Mickel marketing team simply login to their ‘Web tracker’ system and instantly have access to the latest web trends on www.macmic.co.uk.

 

(2) Sophisticated home development area

Connecti has designed and developed a specialised development area for Mactaggart and Mickel, which enable customers and site visitors to access real time information on plot and housing availability on all developments throughout Scotland.

 ‘Choose A Home’ showcases the full range of homes on Mactaggart & Mickel’s portfolio providing extensive information and features on each individual home including interactive virtual tours and house plans.

‘Choose A Development’ introduces customers to Mactaggart & Mickel’s new developments across Scotland and provides real time information on which plots and house types are available for customers.

 

(3) ‘My Mac Mic’ customer portal

‘My Mac Mic’ in December 2006 is a secure, personalised customer portal designed to build key relationships with existing customers and entice prospects into purchasing their home through Mactaggart and Mickel.

 

Key features of ‘My Mac Mic’

• Online Reservations

Mactaggart and Mickel are one of the first UK homebuilders to provide a facility for customers to reserve plots online. A ‘My Mac Mic’ client can simply select their plot of choice and make a pre reservation payment through the secure payment server The allocated plot is updated on the site as ‘Reserved’ and a sales consultant is notified of the reservation.

 

• E-commerce online design studio

 
Mactaggart and Mickel are one of the UK’s first homebuilders to provide a sophisticated e-commerce online design studio on their site. This feature enables customers to make their interior home choices by viewing, selecting and paying for items from an online catalogue.

 

• Ebrochures

In this section, customers can create personalised brochures by clicking developments and house types of interest. My Mac Mic, converts these into a PDF brochure which the visitor can either save or download.

The Result

As a direct result of Connecti’s online marketing strategies for Mactaggart and Mickel the company has received a number of positive results including an impressive 40 % increase in online newsletter requests and a 34% increase in ‘keep me informed sign ups’ over the past year.

Since the launch of ‘My Mac Mic’ there has been an impressive number of new customer/prospect registrations. It is believed that over the next year there will be a significant increase in site traffic as a result of high volume digital marketing campaigns being carried out through the portal and also a further increase in ‘My Mac Mic’ sign ups with the aid of features such as online reservations and online design studio.