Anglicare

Anglicare has long strived to discover and implement new services, initiatives and projects, establishing themselves as a service provider who is able to help people from all walks of life (e.g. newly launched Bushfire Relief Efforts).

The not-for-profit organisation saw an opportunity to operate in Affordable Housing as there’s an urgent need for Australian communities:

• Expected waiting times for Social Housing applicants in areas such as Liverpool is between 5 - 10 years
• Anglicare Australia research found that for single pensioners, only three percent of available rentals were affordable.

The project’s unique characteristics present an attractive market proposition: Anglicare acquired three sites on which they would build properties, providing affordable housing, in addition to a small selection of strata units that act as an entry point to the market; this initiative was a direct extension of Anglicare’s three core pillars:

• Centred in Christ,
• Serving customers, and
• Strengthening community.

Whilst they may be new to the product, Anglicare’s long history of serving the community and assisting those in need gives them the credibility required to make this initiative a success. “Seed your future”

A few critical threats were identified and needed to be overcome.

The first one was the fact that Anglicare, whilst they wereoperating as a developer, didn't want to be perceived as a property developer which wanted to make money from a market opportunity; the offer would have to be well explained, and market education of the market would need to be considered.

Furthermore, affordable housing carries a lot of stigma which needs to be addressed by demonstrating the overall benefits of such a program to the future residents, to the people living around them and to the broader community.

Launching a brand which would  encapsulate the offering without compromising Anglicare’s brand footprint and would work across three different buildings was about achieving the 3 key objectives:

• Understand the characteristics of suburbs and potential prospects, as each market had their specifics (integrating the fact that living in a ‘charity building’ is a perception that neither SAHF nor strata residents wish to portray)
• Protect Anglicare’s existing brand equity (avoid being perceived as ​​a profit-generating property developer)
• Sell units in a unique product offering (The product type means purchasers will predominantly be owner occupiers (FHB, upgraders and downsizers) although investors may show growing interest based on favourable market conditions).

From a comprehensive strategic framework including research, interviews and workshop, TOAST was able to articulate a unique strong idea: present the act of living in such a place as a great new chapter in life.

We unravelled the product proposition thinking the new apartment developments would present the beginning of a new stage in people’s lives:

• A new home; the habitat for a new chapter in life
• A new building to enjoy a good quality of life
• A new environment with like-minded people
• A new day-to-day life from now onwards
• A new opportunity to shape their future
• A future with Anglicare commitment for 25 years
• A relevant platform for Anglicare for years to come

With this idea, we believed the 3 programs will offer the opportunity for people to have new hope, a fresh new start in life; a concept was born: Seed Your Future.

We wanted to articulate the positive outcome to enrich people’s lives, while creating a concept that works for everyone: affordable housing tenants, investors, future renters, owner occupiers, broader community and Anglicare’s key stakeholders and partners.

“Seed your future” is the start of a new cycle in life. We chose to illustrate this idea through symbolic native Australian plants, drawing similarities between the life cycle of people with life cycles in nature.

Within this big idea, each building would have a name born from an Australian native plant, a full marketing suite including digital experience,  a multidimensional concept delivering positive outcomes for all audiences.

In collaboration with the appointed real estate agency McGrath, the campaign was a full success to attract interest from local buyers, as long as proper communication processes and collateral was established.