Strategy / Online marketing / Brand identity / Web development / Social media
How to make the presentation of a DEVELOPMENT PROJECT an unforgettable experience for the public?
Nové Královice is a development project on the outskirts of Prague, in the village of Královice. It consists of a complex of 38 family houses and 16 apartments. The presentation of the development project to the public usually takes the form of an OPEN DAY. However, we came up with a MORE ORIGINAL APPROACH. As part of the communication mix, a PR EVENT was organized, which was so successful that visitors themselves requested another edition.
TO ADDRESS THE RELEVANT TARGET GROUP, IGNITE THEIR INTEREST IN THE PROJECT, AND RAISE AWARENESS OF THE LOCATION.
One of our main goals was to show visitors that the project meets all the requirements for new housing, such as safety, trust, comfort, and social interaction. Another key item was transparency. Therefore, attendees had the opportunity to meet with investors and project builders during the event.
With the involvement of local residents, we also managed to create an authentic atmosphere of life in a small community, which contributed to the overall positive impression of the project.
The strategy was to introduce Nové Královice THROUGH AN ENTERTAINING EVENT THAT ATTRACTS THE ATTENTION of the target group and simultaneously provides SUFFICIENT INFORMATION ABOUT THE PROJECT. An important part of the strategy was the invitation service, with the primary goal of reaching the relevant target group considering housing and having a connection to the location. Invitations were sent through EMAIL CAMPAIGNS. In the marketing mix, REMARKETING CAMPAIGNS and ACQUISITION CAMPAIGNS on social media, Google, and Seznam were also utilized. Selected local media also published the invitation.
The creation of print materials, promotional materials, newsletters, and banners was AN IMPORTANT PART OF THE STRATEGY. In designing graphics and content, we focused on our target group, especially families with children. We wanted to emphasize that Nové Královice offers a quieter and cleaner version of urban life, with plenty of green areas. To convey this message as effectively as possible, we focused on a MODERN YET PLAYFUL DESIGN using shades of green and mustard, associated with NATURE, HEALTH, and A CALMING ENVIRONMENT. The content focused on both the key benefits of the project itself and the attractiveness of the event itself.