Client: Crown Realties Plc
Project: PR campaign and Brand Promotion
Synopsis: Crown Realties is a leader in the real estate industry. But it has been unable to establish its brand positioning and exploit its equity. After winning a pitch and becoming the PR Consultancy to Crown Realties Plc, MarketingMix offered solutions this corporate promotion challenge.
Situation Analysis: The Nigerian real estate sector has traditionally concentrated on sales driven communication. The Industry cannot boast of any enduring brands. Names are recalled (if at all) only in association with their projects. Preference is therefore based on the offer and not the company behind the offer. The brand behind the offer is usually invisible. The No 1 position in the real estate sector is yet to be claimed, either by action, word or deed.
The Challenge: To promote Crown Realties competitively within the property market segment of the Nigerian economy using the platform of PR.
• Engage the property and brand correspondents to position the firm as a socially-responsible industry player within its target public.
• Plan and implement a six-month campaign, using innovative PR activations to build credibility and brand equity for Crown Realties Plc.
Tactics: We deployed a social engagement module that brought the client in direct and indirect contact with its target publics. We explicated the various credentials of the firm through print media content in partnership with top property editors of leading national publications.
Result: Through the consultancy’s engagement of the core industry media, the brand has been able to enjoy continuous positive media reviews and news reports that have connected the client’s different activities with the industry stakeholders.
The adoption, refurbishment and commissioning of a police divisional headquarters in Ajah, Lagos State late last year was overwhelmingly publicised in the national dailies. The event attracted crème de la crème of the Lagos society.