New Mac Mic Homes Ideas

Mactaggart & Mickel HomesOnline Recommendations & New IdeasMay 2012

i - IntroductionMine Digital have created a proposal detailing website recommendations based on an investigation into competitors and other ideas from the web.

The proposal details recommendations of possible additions to the Mactaggart & Mickel Homes site or Facebook page, with visual examples in some cases.

ii - Ideas

1. Interactive Timeline

The inclusion of an Interactive Timeline of the brand’s 87 year history gives Mac Mic an opportunity to tell their company story. Features:

Interactive TimelineImages & captions on milestones

Benefits:EngagingFunOn trendInteractiveReinforces company heritage Highlights experience

2. Find Your Perfect Home

A fun way to suggest the perfect Mac Mic home for a prospective customer who has entered their ideal living criteria. Features:

Small formSuggested homeAdd to FavouritesFind another

Benefits:EngagingInteractiveFun Different approach to sales

3. Virtual Tours (Interior)

Virtual Tours showcasing the interiors of different Home Styles with a 360-degree view.

Features:360-degree rotationZoom in & outKey benefit highlighted

Benefits:Interactive Key features highlighted PreviewRe-visit Showcase house range & interiors

4. Street View (External)

A Google-style ‘Street View’ allowing customers the ability to explore around the external of a house and the neighbourhood.

Features:360-degree rotationZoom in & outKey benefit highlighted

Benefits:InteractivePreview Re-visitKey features & facts highlighted

5. Bespoke Styling

Option 1 - COINS Phase 3 – Virtual styling & After Sales Experience.

Integrating an individual’s customised design choices with COINS, offering customers an enhanced post-purchase experience and giving Mac Mic the opportunity to cross sell & upsell.

Features:Interactive keyCost calculatorVisual mock-upSubmit

Benefits:InteractiveFunBudgetingFast selection methodOpp for upselling

Industry leader

5. Bespoke Styling

Option 2 – Fixtures, Fittings, Upgrades & Extras page.

A simple Bespoke Styling page could be created detailing information on the fixtures, fittings, upgrades and extras customers can add on when buying their Mactaggart & Mickel Home.

Features:Explanation of productsImages of products

Benefits:PersonaliseReassureCustomer involvementOffers choice

6. Starter Packs

Mactaggart & Mickel used to offer customers a ‘Starter Pack’ when they moved into their new home. It is the proposal that this ‘Starter Pack’ be reintroduced and displayed online.

Features:Highlights added extras to customer

Benefits:Extra mileGives customer one less thing to worry about

7. New Home Gift List

New home owners create a ‘New Home’ gift list via MyMacMic along the same lines as wedding gift lists..

Features:MyMacMacLinks to retailers eCommerce sites or Retailer’s products on MacMic siteHighlights when purchased

Benefits:Catered list in Mac Mic environmentList all in one placeExtra mileNew visitors

8. Swap Old Appliances Initiative

Mactaggart & Mickel Homes could do a ‘Swapping’ initiative with old household appliances - customers gain vouchers towards the costs of fitting their new house for every item they hand in.

FeaturesWebsite or Facebook app to monitor progress

BenefitsOn trendPR on CSR workBuild community

9. Personal Moving Schedule

MyMacMic customers set their moving agenda prompted by questions from the site on moving dates etc.Mac Mic would send either email or text alerts as deadlines approach.

Features Personal MyMacMic loginQuestion promptsSchedule alerts

BenefitsExtra mileSmooth transition

10. Stylist Tips & Sessions

The addition of a page on the website to offer Stylist Tips.

FeaturesStylist TipsBook stylist sessions

BenefitsGuidanceExtra mileCustomer satisfactionOn trendChance to upsellCompeting with Muir Homes & Taylor Wimpey

11. Event Page

Event Page (calendar + new ideas)The addition of an Events Calendar would enable Mactaggart & Mickel the opportunity and platform, to showcase Development or Local based events, on the developments themselves or in the communities surrounding.

FeaturesCalendarOptional alerts

BenefitsOutlet for local activitiesConnect with neighboursPromote on-site eventsCreate sense of communityHighlight CSRShowcase launches & open days

12. Meet the Neighbours

Online, interactive neighbourhood. New occupants of each plot, log in and register their details with the opportunity to use message boards and chat to their registered neighbours.

FeaturesMyMacMic log inMessage boardUpdate ‘status’

BenefitsInteractiveWelcoming communitySocial networkingEncourage interactionCreates feeling of securityEncourages buying into communityHighlights CSRSelling tool for Sales Consultants.

13. ‘From Start to Finish’ video

To feature a speeded-up video of the construction of a Mac Mic Homes build from start to finish. This video could also be showcased within other Mac Mic divisional websites.

FeaturesVideo highlighting the building process from start to finish.

BenefitsHighlights workmanship & qualityInsight into building processShows Mac Mic as open & honest

14. MacMic Green Calculator

Prospects calculate their carbon footprint by filling in their current home; hours of heating usage, Showers usage etc. The Calculator then determines the prospects carbon footprint and suggests ways in which they can make savings and improve their footprint.

FeaturesQuestion & AnswerCalculatorHints & Tips

BenefitsHighlight CSR goalsHighlight sustainability and buildShows Mac Mic savings

15. Mortgage Calculator

A Mortgage Calculator allowing customers to check their mortgage repayments on a particular property, calculating it according to their circumstances & the current standard interest rate which applies to them.

Features Text based or interactiveResults & advice

Benefits Easy first stepConvenienceCrucial factor Inform of repayments & basic living costsInteractive

Option 1

15. Mortgage Calculator

‘Benefits and Savings Calculator’ based on the incentives which Mactaggart & Mickel offer to customers. All Mac Mic incentives would be listed in an interactive form feature, allowing prospects the opportunity to select the incentives, benefits or savings they wish to make.

FeaturesFormSavings calculator results

BenefitsPromote offers & incentives Highlight possible savings & assistance plans

Option 2

16. Revamp homepage

Though great attention was put into making sure the right layout, design and marketing messages are contained within the Mactaggart & Mickel Homes homepage, Mine Digital propose to do a redesign of this page in order to keep content fresh for repeating visitors. The new design would be in-keeping with the current design theme but provide a fresh design approach.

FeaturesConsistent with branding and key marketing messages

BenefitsOpportunity to re-evaluateFresh content for repeating customers

17. Email Marketing

Mine Digital propose that email marketing be utilised as a more focused marketing communications tool. The number of prospects is extensive and therefore should be utilised to maximum effect.

FeaturesBranded Email TemplatesCampaign PlanningLanding PagesCampaign Reporting & Hot Prospects

BenefitsConsistent marketingImmediate results & feedbackIdentify potential “hot prospects”

Option 1

17. Email Marketing

In addition, Mine Digital propose that a more visual and marketing orientated approach should be considered across all email channels including auto-responders and email produced via COINS. New templates would be produced that would promote the current offers and reflect ongoing marketing campaigns as well as communicating the appropriate message.

FeaturesBranded EmailsLanding PagesCampaign Reporting & Hot Prospects

BenefitsConsistent marketingOpportunity to include calls to actionImmediate results & feedbackIdentify potential “hot prospects”

Option 2

18. The Art of Mac Mic Living

Mine Digital suggest that Mac Mic encourage home owners to upload their own photos of living in their Mac Mic house or living in Scotland to the website or Mac Mic Facebook page.

Mac Mic could have a monthly amateur photography competition, with the winner voted for via Facebook ‘Likes’.

Features Facebook wall with tagged imagesMonthly winner announced

BenefitsGive back to home ownersCreate PR buzzNew visitorsHighlights sense of community

19. Augmented Reality

Mactaggart & Mickel Homes could use the latest ‘augmented reality’ technology to scan a Mactaggart & Mickel Homes ad using an Aurasma app and bring the ad to life through a virtual representation on their phone screen.

FeatureAd designed to be scanned by phone appVirtual representation shown on phone screen

BenefitsInteractive On trendAhead of the competitionVisual demonstration not constrained by print

Option 1

19. Augmented Reality

Mactaggart & Mickel Homes could use the latest ‘augmented reality’ technology to view a virtual representation of the nearest Mac Mic Homes site to them on their phone screen. The App would direct users in the direction of the closest developments. Feature Visuals of nearest Mac Mic Homes site. Search by Postcode / Area Favourite Homes / Development Benefits Interactive / Fun On trend Ahead of the competition Highlights Mac Mic sites close to the user

Option 2

iii - ConclusionMine Digital can provide more in depth detail and costing for any of the above projects in this proposal if considered suitable for Mactaggart & Mickel Homes. Mine Digital have also attached the Visuals when sending this proposal to allow Mactaggart & Mickel the opportunity to see the visuals in a bigger scale enabling the option to zoom into the visuals.