Hive is a residential development by Nikal, which is a part of the wider mixed-use Masshouse scheme in Birmingham City Centre, incorporating 167 new build properties.

Hive was launched to the market in January 2011, with Core’s marketing strategy including the design and delivery of a new website to promote residential opportunities at the development.

Working alongside social media specialists Friend Digital, the website has been designed to complement the Hive branding while also maximising on user functionality and capacity for search engine optimisation.  To achieve this and allow for regular content updates, the website has been designed to sit within a portrait Web 2.0 platform.

Key features have been built into the website which allows for the subtle promotion of Hive’s wider social media strategy.  These features include right hand navigations to online Hive communities created by Core on Facebook, Twitter and Flickr. Links for visitors to share the Hive website on their own social media platforms are also included on each page of the website.

On-going monitoring allows Core to review and regularly update the website as part of the proactive and reactive social media strategy encompassing Twitter, Flickr, Facebook as well as Hive’s news and blog pages.  Keywords identified as part of Hive’s SEO strategy are embedded throughout the website and continually reviewed and updated to ensure premium search engine rankings.

Finally, integration with Hive’s wider offline and online marketing strategy is crucial to the success of the website with wider marketing materials including HTML mailers, adverts and PR all utilised to drive further traffic online.

With 30 per cent of properties at Hive now sold, it is a marketing strategy that is clearly generating the right results.

View the website: http://www.hive-birmingham.co.uk/

View the Facebook page: http://www.facebook.com/pages/HiveBirmingham/183086945050382 

View the Twitter feed: http://twitter.com/@HiveBirmingham

View the Flickr feed: http://www.flickr.com/photos/hivebirmingham/