Ingenia Communities Group is an ASX-listed property group that owns, operates and develops a growing portfolio of residential communities and holiday parks across Australia.
There are four key portfolios that sit under the Ingenia brand with each offering something different; from affordable rental options for seniors (Ingenia Gardens), land-lease properties to purchase (Ingenia Lifestyle), all-ages rental living options (Ingenia Rental) and family-friendly holidays (Ingenia Holiday Parks). Ingenia has more than 100 communities across the four portfolios.
BBS was initially engaged to provide strategic media relations support to the Gardens and Lifestyle portfolios, with the remaining Holidays and Rental portfolios subsequently added to the scope of work.
Needing to maintain occupancy rates and support sales, as well as elevate public awareness of Ingenia Communities’ businesses through our work, we developed targeted strategies both at the corporate and portfolio level that included broad market education, profiling and industry and stakeholder engagement.
The establishment of media protocols for each portfolio has assisted front line staff in identifying potential individual and community stories and communicate these to our team for development. Additionally, key messaging was developed to ensure a consistent voice, while reflecting the unique offerings and audience segments at portfolio level.
Over this time, our consultants have been able to take a more holistic view of the business, continuing to support each portfolio while identifying shared priorities and opportunities and achieving efficiencies in the way we support Ingenia’s needs.
Over the past five years (FY 20-FY24), our consultants have secured a total audience reach across all four businesses of 131 million people – an average annual reach of 26 million – and total estimated PR value of $7 million.
The broader understanding our consultants have gained of the business has also enabled us to quickly respond in the event of crisis, such as the 2019-2020 bushfires and COVID-19 pandemic, in providing strategic issues communication support.
