Rob Mills Architecture & Interiors

Rob Mills Architecture & Interiors (RMA) is an internationally recognised practice, renowned for creating distinguished and award-winning residences. Led by architect Rob Mills, RMA specialises in luxury architecture and interior design, from contemporary inner-city residences to grand country estates, heritage restorations and world-class beach houses. Complementary to the RMA brand is ‘By RMA’, a new offering where Mills designs and delivers off-the-plan residences.

Challenge

Designing some of the country’s most acclaimed residences, Rob Mills Architecture & Interiors was looking for a way to elevate its brand and continue targeting a high-net-worth demographic. In addition to communications surrounding projects and the brand, CC was tasked with introducing the By RMA brand to market in 2019 – a new initiative which allows RMA to design and deliver buildings using a traditional procurement method. A dedicated
communications strategy was required to support the new breadth of RMA’s work, helping to drive business opportunities, support staff retention and cement RMA’s position as one of Australia’s leading residential architecture and interior design practices.

Solution

CC created an integrated marketing and communications plan to enhance RMA’s key messages and position within the marketplace – bringing together the practice’s high-end reputation, the By RMA brand and Mills’ own professional profile. Establishing Mills as a thought leader in his own realm, CC created a strategic media, content, email marketing, asset production (including photography) and advertising campaign. Social media was also used as a key business channel to promote RMA’s architectural excellence and discerning eye for luxury design, as well as celebrate its team culture. Through strategic positioning and an integrated marketing and communications plan, CC successfully launched the inaugural By RMA project, Hampden, telling the unique story of the brand’s new offering.


Results

Media coverage in major publications, including the Australian Financial Review, Mansion Magazine (The Australian), Vogue Living, Broadsheet and The Asian Executive, has significantly raised the public profile of RMA’s projects and the unique offering of the By RMA brand, while also increasing business enquiries. Complementing this, CC secured numerous opportunities for Mills to provide commentary on industry topics and sit alongside other leading designers and architects. Across Facebook, Instagram, LinkedIn and Pinterest, CC has achieved steady increases to engagement and following, with the average daily total reach for organic and paid rising by almost 600 per cent and over 10,000 new followers gained on Instagram alone. CC created an email marketing campaign for By RMA including managing the integration between MailChimp and Salesforce CRM and setting up the trigger journey for prospective purchasers.

Services

Research;
Strategy;
Brand positioning;
Media relations;
Corporate profiling;
Thought leadership;
Social media;
Copywriting;
Content marketing;
Email marketing; and
Advertising.


Key stats

70% +
of press coverage in tier-one media

14,530,828
Media reach

+60,000
Instagram followers