Licensing Programme

Businesses participating in the Lifemark Licensing Programme, with products that carry the Lifemark, have an exciting opportunity to differentiate themselves in the marketplace, and appeal directly to a significant and emerging consumer trend.  

The Lifemark is both a certified trade mark and a consumer brand, and lets the public know that the product or design they are buying meets a specific range of design standards.  Businesses whose designs and products have been assessed through  the approval process and meet the relevant LifeStandards are eligible to join the Lifemark Licensing Programme.

Use of Trademark

Businesses licensed to use the Lifemark are permitted to use the trade mark on packaging, advertising, media releases, editorial, demonstrations (e.g. show homes) and educational and promotional material. They have an exciting opportunity to differentiate themselves in the marketplace and appeal directly to a significant and emerging consumer. 

Lifemark already enjoys significant support from community groups, central and local governement, the Lifetime Design Foundation membership, and through various strategic relationships. A key objective of the Lifemark Marketing Programme is to leverage from this support and use this to expand the target group of a product to include as many potenial customers as possible.

Initiatives include:

• Targeted campaigns to educate the public and, in particular, specific population groups about the Lifemark.

• Appointing David Russell  as the offical ambassador of Lifemark. He is a ‘regular’ on the national speaking tour particularly to groups representing ‘older’ consumer.

• Targeting membership networks of over 350,000 people in the target demographic (Aged Concern, RSA’s, Grey Power, Barnados, Families Commission, Housing New Zealand Corporation, Ministry of Social Development, Ministry of Health, Community Housing Aotearoa, local councils).

• Lifetime Design Foundation Council members are currently working to introduce more networks to the communication strategy.

• The Lifetime Design Foundation endorses the Lifemark seal of approval and introduces people directly to the Lifemark website.

• A communications strategy is being developed to create links to the Lifemark website so the consumer can easily find builders, products and developers that carry the Lifemark.

• Media interest in Lifetime Design and Lifemark is strong, with regular features in newspapers, magazines, community newsletters and recently television news.

• Lifemark has developed a range of compelling marketing collateral that home-buyers can access at ‘point of sale’ (e.g. display and show homes) to fully understand the benefits and features of choosing a development or house that has achieved the Lifemark seal of approval.  Licensees will be able to promote this material to their customers.

• The Lifetime Design Foundation is working closely with local government to ensure that Lifetime Design Principles and the Lifemark are high on their agenda with their own developments, their wider community and housing developments within their regions.

•  Sales Training programmes have been designed to ensure that sales teams (of licensees) can take full advantage of the Lifemark programme and the unique features and benefits of having achieved this seal of approval.

   

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