The Real Knowledge Base · from our own projects
Who keeps website, brochure and campaign consistent when they are made separately?
Someone has to guard the whole, or each part tells its own story. Give someone responsibility for taking the lead, with time, a clear view of the whole project and agreed authority to decide. That can be your own marketing department, or one party that remains the point of contact for everything. Agree which changes the person or team taking the lead can make independently, and when your decision is needed.
Why consistency does not happen by itself
A website, a brochure, a site board and a campaign call for different disciplines. Design, technology, photography and print each have their own specialists and their own schedule. Each specialist does their part well, but nobody automatically sees the whole. If something changes, a price, a floor plan or a date, that change must be reflected everywhere. That only happens if someone keeps an eye on it.
Keeping the lead yourself
Directing it yourself works well if you have a marketer with time and a clear view of the whole project. You keep direct contact with every specialist, and the knowledge stays in your own company. You choose the specialist you want for each part. On the other hand, the coordination takes time, and you resolve conflicting requirements. You notice that most when a lot has to happen at once.
Handing over the lead
If you do not have that time, give the lead to one party. That party aligns the parts and remains the point of contact for everything. You decide on the course, the message and the approval of each part. The person or team taking the lead prepares the information you need to decide, and makes sure those decisions are reflected in every part. Also agree which files you receive, and what a next specialist needs to carry on.
How it went at Heer van Beek
For the Heer van Beek residential development, Jongen Bouwpartners asked whether we could take care of all the sales materials. Online and offline. It covered 3D images, a website, a brochure and a site board, along with their content. We combined our own expertise with regular partners, and remained the point of contact for everything. That way Jongen Bouwpartners did not have to align several parties itself. The aerial view shows that collaboration. Our 3D model of the building sits in an aerial photo of its real surroundings in Beek. That way buyers see where they will live.
Where it goes wrong
- Nobody owns the story. Then each part gets its own brief and its own tone.
- A change does not arrive everywhere. The website shows the updated price, while the brochure still shows the old one.
- The lead is shared without agreement. Two parties that both steer end up working against each other.
- The lead sits with whoever makes the most, without anyone having chosen that.
Frequently asked questions
Is it more expensive to have one party take the lead?
That depends on how much coordination you now do yourself, and what that time costs you. We cannot give a general figure for that. With every quotation, ask which coordination is included and which is not.
What do you still decide yourself when you hand over the lead?
The course, the message and the approval of each part. The person or team taking the lead prepares the information you need to decide, and makes the changes within the agreements.
Does one party then have to make everything itself?
No. At Heer van Beek we combined our own expertise with regular partners. The lead is about the whole, not about who makes each part. For the buyer, what counts is that everything tells the same story.
Sources and accountability
- The example comes from the Heer van Beek case for Jongen Bouwpartners.
- There we delivered the visualisations, the website, the design of the site board and the brochure. The content came from us as well.
- These sources give no measured result for an effect on sales, so we do not mention one.
- We advise on the trade-off between keeping the lead yourself and handing it over.
A specific question about your brand?
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