Giving back to the local community is one of IvyStreet’s core values, so we were thrilled to partner with Rosenthal and the Millett Family for the Rosenthal Charity Auction.
On 16 September, 2023, $1.055 million was raised by auctioning a brand-new 4-bedroom home within Rosenthal and donating the proceeds to over 60 local charities and community organisations.
“Congratulations to the Millet Family on the successful sale of their Charity House at Rosenthal. As one of our key values of being involved in our community and the communities we build, we were delighted to be involved in this worthy cause to assist community groups in the Sunbury area,” says Brad Papworth, IvyStreet’s Managing Director.
As part of the marketing campaign, IvyStreet strategised and managed Meta and Google ads, organic social media, print assets and a digital landing page to promote the auction and put a call-out to local organisations to register to become beneficiaries of the day’s result.
“We were really invested in this process from start to finish, wanting to ensure we utilised the well-known Rosenthal brand to ensure the campaign would resonate. We strategically thought about the two very different target audiences, however noting they were within the same community,” says Adrianna Maddalon, IvyStreet’s Digital Campaign Manager.
“Our design and messaging needed to be clear so that we captured the potential buyers, as well as the local charity organisations. The campaign was deemed a massive success. Over a seven-week campaign, we gained over 3.5 million impressions, 12,378 unique clicks and all leads generated were classified as a warm/hot lead.”
Some of the local organisations the Charity House will fund include Sunbury All Abilities Basketball Club, Sunbury Citizens Club and Kruze for Kids.
“The goal was to give back and make a real meaningful difference to the Sunbury area and its residents,” says Rosenthal’s General Manager, Paul Millett. “The community response was overwhelmingly positive and we wish our new resident Sharon and her family many happy years in her brand new home.”