KEY RESULTS
DELUXE RESIDENTIAL HOUSE / MOSCOW
BARKLI GALLERY / Marсel Wanders / Tim Sheppard
The core task was to bring the product to the market and to provide the execution of financial model. A pricing model for residential and commercial premises of the project has been developed with a subsequent monthly lots proposal management in accordance with the approved financial model. Marketing recommendations for promotion campaign of the project have been determined, as well as for the employees of sales departments. In order to promote the project the key and secondary advantages were identified, media plan has been developed for the entire period of the project realization. Visual materials for the project have been selected. Sales targets have been developed covering all types of premises and parking spaces. The project has been successfully launched, the sales targets have been reached.
96%
Of sales plan realization during the first year since the sales launch
3000
3 000 sq.m. were realized according to the financial model of the project
POSITIONING PLATFORM
PROMOTION STRATEGY
MEDIA PLANNING
WEB SITE DESIGN
PRICING CONCEPT
PRICING MANAGEMENT
SALES PLANNING
PREMIUM RESIDENTIAL HOUSE / MOSCOW
BARKLI RESIDENCE / Robert A.M. Stern
The task was to sale the final pool of lots of the project. The landing website has been developed and the marketing positioning platform for the remaining lots has been determined. Marketing recommendations have been developed for the employees of the sales department, as well as materials for dealing with potential clients. In addition the key project slogan has been created for the advertising campaign. The final pool of lots has been sold out during the planned period.
6 mo
Sold out of the pool of remaining lots during the period of 6 months
WEB LANDING
POSITIONING PLATFORM
SALES SCRIPTS DESIGN
SALES FUNNELS MANAGEMENT
PREMIUM RESIDENTIAL HOUSE / MOSCOW
DESIGN HOUSE, ELEVEN / Roberto Santoro
The start of work with the project in 2 weeks after the start of sales. A positioning platform and a project promotion strategy have been developed with further approval by shareholders. The creative concept used in the advertising campaign has been adjusted, the key slogan of the project has been changed - "The key inside", reflecting the philosophy of the project: the best part of the house is its residents inside as well as what the house offers to its residents inside. Proposals have been developed and implemented to change the design project of the internal parking spaces of the project, the set of renderings of the interior decoration of apartments has been adjusted, the project website has been finalized in terms of visual materials and description of characteristics. Proposals have been introduced to change the planning solutions of apartments. A script has been developed for the sales department, and systematic trainings for sales department employees has been conducted.
№1
The Best slogan of residencial project 2020, Industry WOW Awards
New
New positioning and promotion strategy was implemented after the official start of sales
POSITIONING PLATFORM
PROMOTION SRATEGY
MEDIA PLANNING
CREATIVE CONCEPT
WEBSITE REDESIGN
RENDERING CONCEPT
APARTMENTS LAYOUTS
PARKING DESIGN CONCEPT
KEY POSITIONING SLOGAN
SALES TRAININGS
PREMIUM APARTMENTS / MOSCOW
A HOUSE WITH A SENSE, LOGOS
The first project of a new developer company. Complete marketing support of the project from the architectural concept stage. It covers: drawing-up a brand platform detecting key and secondary competitive advantages of the project; defining target groups and developing the platform of project positioning core audience (target groups); website conceptual design; rendering, copywriting, photo and video content production; promotion strategy; media planning and budgeting; analytical and product research of competitive environment (20 projects); conducting an advertising tender. One of the most sought-after teams was attracted to work on the design project of the public spaces - DA Bureau, which had not previously worked with development projects. As a result 18% of apartment lots were sold in 2 months since market launch.
18%
Of apartment lots were sold in the first two moths from the start of project sales
New
First project of new developer company. The launch of project and a company
10%
The starting price were 10% higher then average price of local projects
DA
Collaboration with a sought-after DA Bureau on the design project of public spaces of more then 1500 sq.m.
BRAND MANAGEMENT
POSITIONING PLATFORM
PROMOTION STRATEGY
MEDIA PLANNING
BUDGETING
WEB SITE DESIGN
CONTENT PRODUCTION
SLOGANS & COPYWRITING
RENDERING CONCEPT
33 RESIDENTIAL HOUSES/ CHEBOKSARY
YALAV / ISCO-CH
Comprehensive audit of the company's marketing and sales system. A unified standard for launching advertising campaigns for the company's projects has been developed. An approach to developing marketing & sales strategy of the entire project has been introduced, and a managirial reporting system for marketing and sales has been developed and implemented. For the purposes of marketing department a system has been developed to assess the quality of customer requests processed by the sales department as a result of advertising campaigns. The initial project positioning platform has been changed, the general slogan of the project has been developed, a strategic approach to the formation of advertising flights has been developed, and an advertising concept for 2025 has been proposed. In addition, a strategy for the implementation of "large apartments" ranging from 100 to 162 square meters has been developed and implemented. An approach to sales planning has been developed for the sales department as well as a motivation system for sales managers in relation to the strategic goals of the project, a basic project script has been developed, as well as practical marketing recommendations for managers ("talking guide"). Moreover, a technical specification has been developed for the creation of automated managirial reporting in the dash board format.
33 houses
A project consists of 33 houses, a few phases of construction
NEW POSITIONING PLATFORM
NEW GENERAL SLOGAN
STRATEGY OF PROJECT REALIZATION
PRICE MODELLING APPROACH
SALES PLANNING
CONSEPTUAL DESIGN OF ADVERTISING CAMPAIGN
CREATIVE APPROACH FOR SMM
IDEAS FOR A PROJECT WEB SITE
SALES & MARKETING AUDITING
IMPLEMENTATION SUPPORT
COMFORT RESIDENTIAL HOUSES / NEW MOSCOW AREA
BARKLI HONEY VALLEY
Marketing support of a project after 8 months from the start of sales. The project positioning platform has been adjusted: key and secondary advantages for promoting the project have been identified, taking into account the target audience groups. The lots proposal management system has been developed and implemented: the sales uniformity of lots of different project queues with a deviation of 10% (instead of 34% before) has been provided by managing pricing and project implementation tactics. A sales plan has been developed for all phases of the project. The sales funnel has been changed: a "selling" call center has been introduced; the work of the sales office has been adjusted; scripts and customer meeting schemes have been developed, as well as marketing materials for oral communication of sales staff. Systematic trainings for call center employees have been created and conducted. A reporting system has been developed to manage the sales funnel, and a KPI system has been implemented. The CRM structure has been developed from scratch, as well as the advertising and sales reporting unit - total management of the development team, including IT specialists. Automatic algorithms have been implemented to control the quality of communication with customers, as well as an SMS communication system. Media plan and the budget of marketing expenses of the project for the entire period of implementation have been developed. As a result of the implemented changes, annual revenue increased by 10% while reducing the advertising budget by 11%, the total sales rate for the year increased 1.8 times, sales of illiquid lots increased by 3 times.
POSITIONING PLATFORM
PROMOTION STRATEGY
MEDIA PLANNING
CRM & ANALYTICS
ADVERTISING SLOGANS
SALES FUNNELS MANAGEMENT
LOTS PROPOSAL MANAGEMENT
PRICING MANAGEMENT
SALES PLANNING
SALES TRAININGS
290 m
Record growth of sales income from 120 to 290 millions per month on a systemic base
11%
Sales volume growth and decrease of the year advertising budget on 11% in the same time
CRM
Development and implementation of CRM and system of regular analytics and reports
10%
The sales uniformity of apartment lots with a deviation of 10% instead of 34% before
х 1,8
Sales growth by 1.8 times in the first year of the project realization
х 3
Sales of illiquid lots increased by 3 times
RESIDENTIAL HOUSE / CHEBOKSARY
WELLTOWN & LAND PLOT 18 ha / ISCO-CH
Three product concepts have been developed for a land plot of 18 hectares, one of the concepts has been approved by the developer. A preliminary study of the local and international market of development projects, as well as an analysis of the target audience and its preferences was conducted. Based on the results of the analysis of demand in the local market, the economics of the project was proposed and the project sales forecast was developed taking into account the selected product concept. A preliminary project positioning platform has been developed, and a marketing assignment for the branding of the project has been determined. A marketing assignment for the buildings design has been developed reflecting the details: 5 types of houses, apartment layouts concept, features of planning solutions, internal systems of the project, features of landscaping and parking organization, preliminary transport scheme.
Product solutions have been proposed for the Wellton project: features of planning solutions, balcony solutions, philosophy of courtyard spaces. The project was successfully launched and 50% of lots were sold out in the first months of sales. The key and secondary competitive advantages of the New City projects have been identified, marketing recommendations for the work of marketing and sales departments have been developed, a script and recommendations for dealing with customer objections have been developed. A training course for employees and heads of marketing and sales departments has been conducted. An exclusive mindsets training course for the sales department has been developed and conducted.
18 ha
The product concept and positioning platform of the land plot of 18 ha
№1
Welltown received a Diploma as The Best Residencial Project in Chuvashia republic
50%
Lots of Welltown were sold out in the first two months of sales
х 2
The growth of sales after the implementation of positioning platform and conducting sales trainings
PRODUCT SOLUTIONS
LAND PLOT CONCEPTUAL DESIGN
SALES FORECAST
MARKETING REQUIREMENTS FOR BUILDINGS DESIGN
POSITIONING PLATFORM
SALES TRAININGS
TARGET AUDIENCE RESEARCH
LOCAL & INTERNATIONAL MARKET RESEARCH
DIGITAL ADVERTISING MANAGEMENT PLATFORM / MOSCOW
OOHDESK SA MEDIA GROUP
The goal was to enter the international market, the task was to accelerate the development and implementation process in the local market. A complex audit of the team's work on the project was provided. A new approach to pricing has been developed, the product map and positioning platform have been adjusted, and recommendations have been prepared to eliminate bottlenecks in the work of the development team. The approach to the formation and structure of project reporting, both internal and client, has been changed, and managerial obstacles in business processes have been eliminated. A detailed presentation of the necessary actions that are to be taken to achieve the desired results at the level of all departments has been created, an in-person discussion of the presentation with project managers was held, and the process of implementation was monitored. As a result, the project achieved the goal of targeted collaboration, expanded integration in the local market, and increased total sales.
6 mo
International collaboration due to new approach to developing the digital product
New
New customers and fields due to improved product platform and new pricing policy
COMPANY AUDITING
PRODUCT CONCEPT DESIGN
BUSINESS PROCESSES
PRICING CONCEPT
POSITIONING PLATFORM
ANALYTICS & REPORTS
AUDIT RESULTS PRESENTATION
IMPLEMENTATION CONTROL