Objective:
Forming a promotion strategy in St. Petersburg
About project:
«Unistroy» is a large development company from Kazan, implementing residential projects in St. Petersburg, such as the residential complex «Lisino» and the clubhouse Upoint.
The company turned to us to improve the information presence of its key projects in St. Petersburg. Our team developed a comprehensive communication strategy aimed at increasing brand awareness and promoting the projects in St. Petersburg.
Our approach
Analyzing the information field
We conducted an in-depth analysis of the information field in the media, including:
- LCD presence in the media space and the degree of involvement of market players.
- Assessment of audience coverage and the number of potential contacts with the audience.
- Analyzing the tone and topics of publications - positive, neutral and negative materials.
- Separation of publications by topic: construction of social infrastructure, cooperation with service companies, advertising and non-advertising materials.
- Ratio of initiated publications to external ones.
- Number of publications in the top 5 influential media.
- Highlighted the main topics of messages with mentioning the company «Unistroy».
- Conclusions and recommendations.
In manual and automatic mode 2526 publications were analyzed. Each of them went through the content analysis of the analyst, after which a brief squeeze was made on all subjects, including the client's company and competitors.
Competitor analysis
Our agency has benchmarked 8 competitors, i.e. analyzed the promotion tools used by them. We found out which of the market players most often participates in ratings and awards, conducts collaborations, places advertisements and which infopromotions are used for organic publications in mass media.
Strategy development
Based on the analytical part, we defined the main goals for improving the company's information presence and awareness. We described the main target audiences for each housing estate and highlighted the key messages that the company wants to convey to the target audience, including the unique characteristics of the projects, the company's achievements and its contribution to the development of social infrastructure.
What about the risks?
- We identified potential risks associated with the information field;
- We identified the main tools and channels for leveling negativity in the information field;
- Developed a detailed action plan to minimize risks in the near future and established key performance indicators to evaluate the results of the communication strategy.
Result
The created communication strategy is a finished product with a detailed roadmap that the client can implement on their own. The strategy includes all the necessary elements for successful promotion of the projects of Residential Complex «Lisino» and Upoint clubhouse, as well as increasing the recognition and improving the image of Unistroy in St. Petersburg.
