This case is about successful PR with beautiful names and even more beautiful numbers. To be honest, this story is entirely about a successful title and our further work around it.
Given: usual housing estate in the suburbs of Lutsk, one of the smallest regional centers of Ukraine.
We add a pinch of creativity and connect PRP – a unique approach of PR + performance – marketing.
<aside> 👌 We get more than 100 mentions in the mass media and 5 reports on all-Ukrainian TV channels with a simple but unusual headline "In the village of Strumivka, a street was named after Coco Chanel".
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If we start from the end, the stage of reaping the benefits, here we smile proudly, hand out letters of commendation to each other, wipe away a tear for the creative work defiled by the war and write letters of gratitude to our competitors who decided to pay for the "fireworks" that we ordered in advance (because in the metaphorical sense it was a really powerful flash).
The temptation to keep this experience to yourself is great, but the creative space is created to share ideas and cases, and we, having shown our style of work, want to find like-minded people and platforms for similar stories. So get comfortable and read about how Coco Chanel and a village in Ukraine became one line of TV reports.
We work a lot with the sale of real estate at completely different stages: someone comes to us with an idea, someone – with a request to save after many unwise decisions in the project. Most often we are involved at the stage of the specific opening of sales, but our favorite option of cooperation is from the very beginning: from the architecture and name to the direct signing of the contract with the client. We influence the development of architecture based on the expectations of the target audience of customers, rather than existing architectural solutions. This case is about such an ideal story, in which we started to work from the creation of a sketch.
The classic scheme of communication between the developer and the PR agency is as follows: a project is created, a location is allocated for it and a non-pretentious name is generated (most likely consonant with the city in which the owner was on summer vacation), begins the construction, a sales center booth is erected, from which a call is made to PR with the text "help to sell". And this is normal, this is really how most developers work because the focus of most developers is aimed exclusively at lead generation. But, when we say "normal" we make too many mistakes with the word "thoughtful". And our team likes the word "thoughtful" much more than "normal".
A deliberate PR and marketing strategy gives the public expectations and reservations for the next projects, gives the attention of investors, and faster and more expensive sales because the value of the brand is visible.
So we offer the following approach: involvement of the agency even before the start of sales, at the stage of the idea, which experienced creatives can spin in such a way that sales through word of mouth will begin even before the official opening. The leader for their recognition takes 80% of primary appeals, due to which, with lower advertising costs, the conversion rate will increase in the future. Thus, by influencing the naming and branding, an ideal case from 0 is created, brand awareness increases, capturing the "the most famous developer in the town" category and, according to Trout and Rice, adding 10% on top of the average price.
In this way, we win over our competitors even before the start of sales by analyzing the context, starting with the right PRD for architects, and ending with thoughtful PR, giving the "product" all the attributes necessary for successful sales. As we have already mentioned the necessary attributes, for apartment complexes it is fame, location, price, and exceeding expectations. Although, if you provide yourself with the first attribute, the other three will be unimportant.