HCAPE

How did SUFFIX build the marketing strategy for HCAPE?

HCAPE is a single house project with clear strengths, including spacious interior usable area, adjustable in-home functions, and a location near Suvarnabhumi Airport. SUFFIX started by analyzing the right audience for the project. Since the location is near the airport, the main audience is people working in the surrounding area, especially aviation professionals (both pilots and flight attendants) and doctors at nearby hospitals. The team then analyzed key competitors in the same area to find points where HCAPE could communicate differently. SUFFIX worked closely with the client team to refine the information and find the approach that delivered the best results throughout the engagement.

Content built for specific professions

Once the audience was clearly defined, SUFFIX produced content that addressed the specific needs of each profession directly. People working in aviation have a lifestyle and working hours different from the general public, and want a home with quick airport access and enough space to rest. Doctors want a location near work and a home that can be reconfigured for their needs. SUFFIX connected HCAPE's strengths, the spacious interior and the flexibility to reconfigure functions, to the real needs of each audience. The content moves beyond presenting project information to communicating how HCAPE actually fits into the daily lives of these audiences.

Campaigns to build awareness and drive site-visit registrations

The main goal for HCAPE was growing registrations on both the website and Facebook to drive on-site project visits. SUFFIX built campaigns covering the full funnel, from awareness in audiences who did not yet know the project, through to nudging interested prospects to register and visit. Beyond online campaigns, SUFFIX also built campaigns supporting marketing activities, including events and promotions, so the online communication connects to offline activity continuously. Anyone who sees the content online and gets interested can join an event or visit the project right away.