3. OBJECTIVES
• Increase sales of PRIL
properties
(Smondos, Neotown, com
mercial spaces) to its
various target audiences
• Increase awareness of Patel Realty
promoted residential properties
• Increase awareness of Patel Realty
promoted commercial properties
• Project Patel Realty as “Land
Programmers” who provide an
integrated lifestyle with
environmentally sustainable
values, transparency in time of
delivery and cost; and distinguished
by its innovations in efficient design
4. ASPIRATIONAL
NARRATIVE
- Land Programmers
that provide an
integrated lifestyle
with environmentally
sustainable values
- Transparency:Time
andCost
- Innovations for
efficient design
STORYTELLING
INFLUENCER SEDUCTION PLAN
CURRENT
NARRATIVE
- Not in the big league
with
DLF, Unitech, Emaar
MGF
- Known among key
media but poor recall
among buyers
- Low association with
Patel’s innovations:
Smondo and
NeoTown
LAND PROGRAMMERS’/ CORPORATECAMPAIGN
Sustainability | Quality | Integrated Lifestyle | Efficient Design
Tactics: Feature story, social media outreach
TARGETAUDIENCES: HOME BUYERS, RETAILERS,CORPORATE
PRINT | BROADCAST | BLOGGERS | SOCIAL MEDIA
CAMPAIGN 1:
RESIDENTIAL
PROPERTIES (BLR+HYD)
- Audience: Home Buyers
- Tactics: Features, news
announcements, editorial
opportunities, new Facebook
pages, identify Twitter
followers, blogger engagement
CAMPAIGN 2:
COMMERCIAL AND
RETAIL (BLR+MUM)
- Audience: Corporate lease
buyers
- Tactics: Features, news
announcements, editorial
opportunities, Facebook and
Twitter updates, blogger
engagement
COMMUNICATION FRAMEWORK
7. MEDIAAUDIT
3
4
5
6
8
0 2 4 6 8 10
Raheja Builders
Godrej Properties
Unitech Group
Lodha Group
DLF Ltd.
Perception: Top national developers
Perception: Top developers in Mumbai
• Hiranandani (2)
• Lodha (2)
India Bulls Real Estate | Peninsula | Tata
Housing | Omkar Realtors and Developers |
Marathon | Oberoi Realty |HDIL | Godrej
Properties (1 each)
0 1 2 3 4 5 6
Lodha
Prestige Group
Sobha Developers
Mantri Developers
Perception: Top developers in
Bangalore
No clear top developer in Mumbai
Lodha Group is mentioned as top
developer across sectors
Top builders are perceived in terms
of scale and range of offering
18 developers were names among
the top developers across India.
8. MEDIAAUDIT
8
6
3
1
8
0 2 4 6 8 10
Aware of PRIL's management
Aware of PRIL's projects
Aware of PRIL's USP
Never heard of PRIL
Prompted recall of PRIL
Perception: Patel Realty
• Common areas for drivers (insight from one of the interactions)
• Part of Patel Engineering
• Rainwater harvesting
• Pravin Malkani: 7
• Rupen Patel: 1
• Smondo
• Neotown Bangalore
• Neotown Noida
11. What worked well.
• News led announcements – Investment of INR 2,000 crore at the Global Investors
Meet 2012 held in Bangalore.
• Discussions on realty based topics such as Real Estate Regulatory Bill, black
market, land redevelopment in Mumbai, increase in VAT, MHADA and slum
redevelopment etc, on television and newspaper supplements.
What could have been better.
• Cancellation of participation in industry panel discussion.
• Focused award participation.
• Availability of more corporate announcements focused on Patel Realty’s growth.
• Active participation on LinkedIn.
12. Key activity highlights
• Global Investor Meet 2012 in Bangalore served as a good news peg for one-to-one
interactions with Mint, Business Line and DNA. Additional coverage was received
through press release dissemination. Total exposure: 31 articles
• Built strong relationship with television channels - NDTV Profit and ET Now. Pravin
Malkani appeared on television nine times in the past year.
• Participated in four real estate awards. Was nominated as a top builder in
Bangalore by Liases Foras for CNBC Awaaz Real Estate Awards. GIREM awards
showed interest in award Patel Realty in exchange for sponsorship.
• Built strong relationships with The Times of India, Hindustan Times, The Hindu and
Mid-Day’s property supplements and generated 20 articles ranging from industry
stories to union budget quotes.
14. THE ECONOMIC TIMES
MID DAY
THE TIMES OF INDIA
HINDUSTAN TIMES
THE TIMES OF INDIA
HINDUSTAN TIMES
THE TIMES OF INDIA
OTHERARTCILES
15. TELEVISION
NDTV PROFIT: LABOUR SHORTAGE
NDTV PROFIT: COMMERCIAL SPACE IN MUMBAI
NDTV PROFIT: SLUM REDEVELOPMENT
NDTV PROFIT: INCREASING GREEN COVER
18. What worked well.
• News driven announcements– Green certification from IGBC, launch of Smondo
Gachibowli.
• Size and scale of Neotown generated interest among local and international
journalists.
What could have been better.
• Generate announcements of local relevance from Neotown
• Dependence on government infrastructure: stories to promote Electronic City as a
residential destination fell short because of the dependence on government
initiatives such as the peripheral ring road and metro phase II completions.
19. Key activity highlights
• Excellent exposure in Business Standard, Deccan Chronicle, Eenadu and Siyasat in
Hyderabad through one-on-one interviews and 13 articles through a press release.
• Full page article in Bangalore Mirror on Neotown being India’s first green township
and 18 articles through a press release.
• Mentions in The Times of India, MagicBricks.com on stories on Bangalore real
estate and Electronic City.
• Television coverage of Neotown and discussion on micro markets in
Hyderabad, both on NDTV Profit.
• Patel Realty introduced to property listing websites –
IndiaProperty.com, CommonFloor.com, MagicBricks.com, 99acres.com
23. DIGITAL PROPERTIES: FACEBOOK
• ‘I want a home’ on Facebook
– 830+ fans on Facebook
– The post on ‘Living in Bangalore achieved the maximum reach of 14,333 users and a
virality of 110.63%
– Hyderabad launch supported by promotional posts as cover photos and promoting news
articles featuring Pravin Malkani that appeared in Eenadu, Siasat and Business Standard.
– Posts on ‘When is the best time to own a home’, ‘Living in Bangalore’ and ‘Living in
Mumbai went viral, thereby increasing the number of likes to the page itself.
– All posts are being branded with Patel Realty logo thereby aiding in brand recall.
26. DIGITAL PROPERTIES: TWITTER
• ‘I want a home’ on Twitter
– 150+ followers on Twitter.
– Original tweet are created around home buying, décor tips, green home tips and
industry developments.
– Tweets with a new hashtag every week are posted. Followers are encouraged to tweet
with the hashtag with an incentive of being retweeted.
– Interesting updates from ‘followers’ and ‘followings’ are retweeted.
– Engaged ‘followers’ by responding to their tweets.
Omkar Realtors and DevelopersOberoi RealtyHiranandaniXRBIA DevelopersVBHC BangaloreSupertech Ltd.SunteckSobha DevelopersPurvankaraPrestige GroupParsvnath Developers Ltd.India Bulls Real EstateHubtown Ltd.HDIL
Virality: The percentage of people who have created a story (like/ share/ comment) from your post out of the total number of unique people who have seen it.Reach: Number of unique people who have seen your post.What’s next?Advertising the Facebook page and specific postsRunning promotional materials such as special surprise for people visiting Neotown (or any other Patel Realty properties) with their families on ‘World Family Day’One big contest run on Facebook page.
What’s next?Promoting specific posts on TwitterRunning promotional materials such as special surprise for people visiting Neotown (or any other Patel Realty properties) with their families on ‘World Family Day’Running hashtag contests. Example: Tweet with #mydreamhomeislike to win surprise gifts.
