Building market PR cases 2014 №2

1

Cases

examples

of implemented PR-projects (construction/building market,

№2)

Content Case 6. PR-moving of «Leacond» Company (leading distributor ТМ DAIKIN in

Ukraine), 2001-2010

Case №16: Campaign for launching URSA GEO in Ukraine 2012.

Case №18: Press-tour on the «Miroplast» Companys' factory

Case №19: Seminar-presentation Daikin

Case №20: Incentive tour for the partners

Case №24: Integrated advertising and PR-promotion TM DAIKIN in Ukraine(2012)

Case № 33: IV conference of Ukrainian dealers DAIKIN, organized by order of European command-center Daikin Europe N.V.

Case № 34: KNAUF Ukraine - social media pages(Facebook, Twitter). implementation and development

Case № 41: PR-support of opening building materials factories in Ukraine

Case №44: PR of sanitaryware company

2

3

Case 6. PR-moving of «Leacond» Company

(leading distributor ТМ DAIKIN in

Ukraine), 2001-2013

Aims and Objectives:

Forming companys‘ renown and its brands.

Forming Leacond reputation as best ТМ Daikin

(Japan) tooling supplier, pacer in a premium

segment of Air Conditioning market in Ukraine.

Forming the chief of the company reputation as an

expert in the market, first person PR

Forming dealers loyalty, widening dealers net.

Forming pool of interested journalists.

PR-moving

of «Leacond» Company

Implementation:

Companys‘ furtherance was staged into 3 phases-

1 – air conditioning equipment TM Daikin was promoted, and «Leacond» Company, was promoted by indirection, as а official supplier.

2 – «Leacond» Company promotion, as professional and sustainable partner for dealers of pacer supplier of high-tech equipment (Daikin goods are promoted by indirection)

3 –Leacond Companys' head office and top-management promotion, company fixation in the premium segment of the market.

During the annual programs a wide range of tools were used, combined in a balanced and intensive communications program.

5

Wide range of PR- events

7 photosessions

6

The contest for journalists

"Fresh thought" Aims and Objectives:

Forming TM company-client popularity, forming reputation of the

head as an expert of the market

To increase the amount of companys‘ and heads‘ in media mentions.

To increase the amount of sectoral overviews.

To form journalists pool, that are writing about conditioning and

ventilation systems, and to increase their competence.

The contest was held during the 10 years.

Maintaining of fan-pages

in popular social networks

8

PR-moving of «Leacond» Company

Results:

Formed reputation of the company as a pacer in a premium segment, as a best supplier of TM Daikin in Ukraine, and one of the leading distributor on the market on the whole.

The head of the company is a competent market expert, and constantly presented in media with comments and evaluations.

More than 90% of all materials about air conditioning market contain mentions of relevant information and brand. Media scene is intense, in every volume of specialized magazines there is an information about client (news, articles). Total number of editorial publications for the year 2007 amounted to more than 420 in 2008 to over 760 in 2009 - 1200.

Loyalty of main dealers is formed, the work on the deepening of the process is on/ Club Golden dealer, annual dealer conference and other projects. /The dealer network is growing by an average of 30% annually (350 companies).

Writing journalist pool is counting 35-40 people yearly.

In general- company becomes the bets Daikin distributor in Ukraine, occupies more than 50% of the market brand, compared with two other distributors (wherein, Leakond entered the market after them).

Case 16

Campaign for launching URSA GEO in Ukraine 2012. Client: Enterprise with foreign investment “URSA” a subsidiary of the Spanish group URALITA. The

main products made by the company - high-quality heat and sound insulating materials

The object of promotion: New line of environmentally friendly materials URSA GEO

Aim: Announcing and PR- support entry into Ukrainian market with new product line of heat and sound insulating materials URSA GEO.

Special aspects of activity:

Announcing URSA GEO was conducted with the help of number of articles and news, that were published in specialized building media and also with the banner advertisement on a popular building portals in Ukraine.

The key point was the public relations activities at the exhibition InterBudExpo 2012:

• Press-briefing, with the attending of top-management of Russian and Ukrainian offices, that was devoted to the derivation to the Ukrainian market range of materials for "green building» URSA GEO;

• a series of video interviews with representatives of URSA, dedicated to entering the line URSA GEO on the market;

• Large-scale representation of URSA GEO exhibition in partnership with the key ID building sphere: ACC-media, Edipresse Ukraine , Murator Ukraine.

9

Campaign for launching URSA GEO in Ukraine at I quarter of

2012: announcing of URSA new product line

10

Campaign for launching URSA GEO in Ukraine at

I quarter of 2012: activity on exhibition

InterBudExpo 2012

11

Results

In result the realization of comprehensive program of renewed product line, targeted audience

was effectively informed about new URSA GEO product line, that was worthy presented on the

Ukrainian market.

Emphasis was placed on the target audience:

Visitors of the exhibition InterBudExpo 2012 (on the URSA stand and on the publishing houses

partners stands );

Journalist of specialized and business media (on press-briefing in terms of InterBudExpo

exhibition 2012 were presented mere than 30 journalists including 20 representatives of

specialized media, and also 3 TV channels) herewith, according to results of press-

conference more than 100 editorial publications came out, incl. – over 50 publications on

post-release event;

Final consumers and experts(information was conveyed via the Internet (banner ads, news,

announcements on specialized portals)

Wide audience (thanks to news on the site, news agencies and outlets scenes on TV news

about the launch of the product line was URSA GEO aired for a mass audience)

In a short time it was managed

effectively to attract the attention of the

target audience to yield of a new line

environmentally friendly materials to

"green construction» URSA GEO 12

Case 18

Press-tour on the «Miroplast» Companys' factory Client: «MIROPLAST» - the biggest Ukrainian manufacturer of profiled PVC systems for

metal-steel windows. «MIROPLAST» produces profiles to ТМ «WDS», «Olimpia» and others.

Time and place of the event : July 20 2012 ,factory «MIROPLAST», Dnepropetrovsk.

The event format : Press-tour with press-briefing and demonstration of products manufacturing.

Aim of the event: to inform media and targeted audience about a company and its brands, company popularization, public demonstration of high-quality modern Ukrainian production.

Participants of the event: management of "MIROPLAST“ Company, invited representatives of media

Was conducted a press briefing, which aroused great interest

among journalists.

Factory Tour for media representatives.

Post-briefing with the renewal of the dialogue

between the representatives of the company

and journalists.

14

Press-tour to «MIROPLAST» factory

Maintaining of fan-pages

in popular social networks

Event results

26 media representatives took part in the press-conference( TV, news agencies, portals etc.) 3 national TV channels attended. Journalists were able to take comments from the company's management during the press briefing and post-briefing, and to see the whole process of production - advanced profile systems.

Following the results 269 editorial publications came out (including pieces on TV).

Publications, corresponding to learned information during press-tour, were actively published more than for a month after the event.

Following the results of press-tour publications were shown in different media: on sites of news agencies, in core publications, business media, on TV and Internet portals. In such manner all targeted audience of «MIROPLAST» company was straddled.

16

Case19: Seminar-presentation

for Daikin Presentation of DAIKIN new flagship product -

VRV IV system

Seminar-presentation for Daikin : November,

29, 2012. NSC Olimpiyskiy, «Champion» hall

Aim of the event: official market launch of the

new fourth-generation multi-zone systems VRV

IV, the production of DAIKIN Corporation

(Japan). Awarding prizes to the best dealers.

Speakers: Kristof Piersman– responsible for

sales Daikin Europe N.V. in East Europe

regions and CIS countries. And Maksim

Mihailichenko- – engineer specialist of business

development, the representative of the Moscow

office of Daikin Europe N.V.

Seminar-presentation Daikin :

results

o More than 200 representatives of companies - dealers of DAIKIN HVAC

equipment in Ukraine from all regions of the country - took part in the event.

o After new system VRV IV presentation took place an award ceremonial

program for DAIKIN dealers "High sales in peak season“, with present

presentation (Apple laptops and tables).

Case : Incentive tour for the partners

Client: LEACOND Сompany – official distributor of DAIKIN (Japan) corporation equipment and HOVAL (Liechtenstein) in Ukraine

Executors: ProEvents, Publicity Creating Placement: Incentive tour №1 Kiev - Medzhibozh - Kamenetz-Podolskiy- Kiev Incentive tour №2 Kyiv-Lviv-Olesko-Dubno-Pidhirtsi-Kiev Period: 1 – December, 2012 2- October, 2013

Aims and Objectives : To encourage LEACOND Company partners - Daikin equipment dealers - for effective

cooperation To strengthen the loyalty of partners to the company, to motivate them for further

cooperation To present Daikin new equipment to LEACOND partners –systems VRV IV, and also

to demonstrate the situation on air conditioning market of Ukraine in whole. To create a positive, and friendly atmosphere in group, together with competitive

spirit.

19

Incentive tour №1 , 2012 Organization and carrying out the event for the Leacond partners-incentive tour –of

the castles of Podolia.

During the incentive tour more than 40 representatives of Leacond Company-partners from Odessa, Simferopol, Nikolaev, Lvov and other cities of Ukraine have visited ancient castles in Medzhibozh and Kamenetz-Podolskiy

In the best tradition of incentive tours, the event combined in itself two key areas:

OFFICIAL:

• Leadership conference of Leacond, presentation of the results 2012 on the air conditioning market in Ukraine and worldwide

• Presentation of the new Daikin's equipment

• INFORMAL:

• sightseeing tours of the region (the fortress in Medzhibozh and Kamenetz, a tour of the old city in Kamenetz-Podolskiy);

• quest "Keys to Success", which competed in the knowledge of the climate equipment, wit, skill and team spirit of "Cossacks" and “Knights“ teams

• Banquet in the best restaurant of Kamenetz-Podolskiy, with the participation of folk and jazz bands

20

Incentive tour№2 , 2013

Organization and carrying out activities for the Leacond Company's partners - Incentive Tour "Golden Horseshoe of Lviv“ During the incentive travel more than 45 representatives of Leacond partner Companies from different regions of Ukraine visited the ancient castles of of Lviv and Lviv region.

The event combined in itself 2 key areas :

OFFICIAL:

• Leadership conference of Leacond, presentation of the results in 2013 on the air conditioning market in Ukraine

• Presentation of the new Daikin products

• INFORMAL :

• Lviv sightseeing, visiting ancient forts and castles in Olesko, Dubno, Pidgirtsi

• quest "Treasures of the Golden Horseshoe", in which two teams competed the “Lions" and “Tigers“-in the knowledge of the climate equipment, erudition, dexterity. Banquet in the country complex restaurant "Ancient City" with the participation of folk groups, and reconstruction of medieval knights fighting.

During the tour – the report on social networking

sites was done

The Results

Incentive tours for Leacond partners synthesized a team-practice (contests, creative competitions quest), informal communication and formal part - conference.

The variety of such practices, as well as interesting excursions in the picturesque castles Podolia, Lviv region led to the fact that 3 days of incentive tour were held in a friendly, full of interesting events atmosphere, and become memorable for the participants.

Quests "Keys to Success", "Treasures of the Golden Horseshoe" gave the opportunity to each of the participants on tour to express themselves, to feel the friendly support of colleagues, and also to highlight the overall atmosphere of incentive tours.

The incentive-tour format has allowed dealers to learn better about each other and about their partner - Leacond, to feel a team of like-minded persons.

Incentive tours increased partners loyalty to Leacond Company, since it brought only positive emotions to participants(informal part), and also demonstrated professionalism and Leacond employees deep knowledge (official part).

23

Case №24: Integrated advertising and PR-moving

campaign for TM DAIKIN in Ukraine (2012)

Client: Daikin Europe N.V. – European headquarter of Daikin Industries corporation (Japan) – the biggest world manufacturer of HVAC equipment

Promotion objects : ТМ DAIKIN, Daikin new products (RAC, air cleaners, climate systems), Daikin Europe N.V. as a partner(loyalty program for dealers)

Aims:

• Increasing recognition of TM DAIKIN among the target audience

• Target audience familiarization with new TM DAIKIN products

• Hardening dealers loyalty to ТМ DAIKIN HVAC equipment and Daikin Europe N.V company

Performance features:

PR-moving of TM DAIKIN program had a complex character, which included variety of activities:

Advertising and PR-campaign:

• TV (sponsorship of consumer and sport programs)

• Radio (commercials)

• Internet ( banners and articles in business and Internet-resources)

• Press (articles in business and specialized media)

Loyalty scheme for dealers «High sales in peak season»:

• Creating and supporting specialized site for dealers program www.daikin-loyalty.com.ua

• Organization presentation-seminar of a new flagship DAIKIN product, during which prizes were bestowed to dealers-winners of loyalty program.

Advertising and PR-campaign to promote

TM Daikin in Ukraine

25

Website for DAIKIN dealers (Loyalty program)

26

Presentation of VRV IV system

and prizes to winners of loyalty program

27

Results

As a result of a comprehensive program of advertising and PR-moving TM DAIKIN in Ukraine in 2012

targeted audience was effectively informed about new TM Daikin products and about TM Daikin

in whole. Also strengthening dealers loyalty to TM Daikin climate technologies.

Emphasis was placed on the target audience:

Dealers of TM Daikin climatic technologies in Ukraine:

In loyalty program «High sales in peak season» took active role 38 dealers of TM Daikin

In seminar-presentation of new flagship DAIKIN product –system VRV-IV – about 200

representatives of dealer companies took part

Final consumers of DAIKIN household appliances :

Internet-users (on whom banner advertisement and articles in Internet-editions were directed);

TV audience

Radio listeners

Readers of business and wide range press

Final consumers of industrial and semi-industrial DAIKIN equipment - readers of

specialized press

During the period of program implementation it

was managed to strengthen the promotion of

TM Daikin reputation as an ultramodern energy-

efficient climate technology, and contribute to

strengthening the position of TM Daikin on the

market HVAC equipment in a difficult for the

market time 28

Case № 33: IV conference of Ukrainian dealers of DAIKIN, organized

by order of European headquarter - Daikin Europe N.V.

The conference was held at the Hotel Limak Limra (Kemer, Turkey). Event was attended by more than 250 representatives of TM DAIKIN dealer-companies, from all regions of Ukraine.

Special guests of the conference were representatives of Daikin Europe NV

Kristof Peirsman and Koen Van Wynendaele. During the conference reports

were also made by the leaders of the three distribution companies,

representing Daikin in Ukraine

During the conference entertainment program and sporting events were organized.

Thus, a traditional DAIKIN football championship was held. And at the end of each day

were evening events in the format of the gala dinners.

The concert program included performances by Ukrainian stars - "Alibi“ group, Tina

Karol, and Turkish artists of the original genre (fakir show).

At the end of the evening was the final

grandiose fireworks, after which guests

were endured huge cake. As the emcee

was Maxim Nelipa

Publicity Creating implemented a full range of services for the development, organization and conducting the conference. The first phase included creation the concept of the conference, corporate identity, scenarios of all activities under the project, preparation of necessary materials (quest pack and others), informing the parties, working with numerous contractors. The second stage is connected directly to the conference conduction in Turkey. The client praised the level of organization of the event and the quality of services provided by the agency.

Case № 34: KNAUF Ukraine - pages in social media (Facebook,

Twitter) - implementation and development

On pages highlighting the work of the company, industry news, Internet users

are getting familiar with the new products. Brand also shares his advice to

consumers about the proper selection and use of building materials.

Generation of interesting content that is updated regularly, allow you to increase

pages fan audience significantly and expand the circle of loyal customers. Gradually

rising rates of engagement - for example, the number of questions and comments

from users, reposts appeared in specialized groups.

Organizing press-tour for JOURNALISTS in Lviv

The event was attended by journalists from national and regional media, in

particular, «Bud Expert», «Building aspects», «Real Home», «Mіzhnarodna

Arhіtekturna Maisternia" "Dim Іdey “ and others.

Guests learned a lot about the company "Knauf", its activities in Ukraine and, in particular,

in the Western Region.

For "Kerameya" was organized press conference in agency "Ukrainian News" on

"State and development prospects of elite materials in Ukraine", and also PR-

campaigns in media and events as part of specialized exhibitions were held.

Company factory is situated in Sumy town - at the time of opening manufacturing

line allowed to produce 30 millions items of clinker per year.

Case № 41: PR-support of opening building materials factories in Ukraine

1. «Kerameya» Company, Sumy,

2. «TechnoNikol» Company, Dneprodzerginsk

The project for the opening of the plant was realized with the support of

investment by venture capital fund Horizon Capital. Investment in the

launching of production line of clinker TM ClinKERAM was 18 mln.

dollars.US. http://www.youtube.com/watch?v=D-uCT-zoGzs

For "TekhnoNIKOL" (Russia), one of the largest

manufacturers of roofing materials in Europe, press

conference dedicated to opening of the plant

"TekhnoNIKOL" in Ukraine was organized in the UNIAN

conference hall. The event aroused great media interest.

Total investment in the construction of the plant, located

in Dneprodzerzhainsk, worked out 8 million. Euro.

It was planed in the next 3 years after the opening to

invest other 3 million euros into enterprise development

Publications

in business press

Case №44: PR of sanitaryware company

Perennial promotion of company UNITECH BAU (plumbing and heating the production of Germany, Switzerland): -Annual PR-service, - organization of the company's involvement in the largest construction exhibition, -the organization of entertaining and educational activities for partners -development and implementation of actions for designers and architects Formation creative products (original models, articles, releases, slogans and texts for printing, photo shooting).

Publications in the specialized press

Promo action “Use every day"

Promo action “Use every day" was directed on the recognition of TM "Unitech Bau» nonstandard sales pitch allowed to draw attention to the campaign: At the crossroads of Kiev were distributed 40,000 rolls of toilet paper in the original wrapper. This handout directly related to plumbing, fully was meant as a concept of “Use every day." Addresses of shops "Unitech Bau" were listed on the wrapper rolls and thus consumers were informed about where in Kiev they can get qualitative sanitary appliances. The action became a vivid example of how epatage may be civilized. Rolls were distributed by promoters in branded clothes and costumed characters: "Soap" and "Sponge".

Organization of "Unitech Bau" participation in the largest construction exhibition. Concept development, overseen the design of the stand, development of participation program , including a show at the booth, which included non-standard "Defile in terry robes," contests for visitors, promoters work in the exhibition halls. As well as preparation of souvenir products, printing, photo-report. Stand "Unitech Bau" was recognized as the most pictorial in the exhibition and daily up to the active program collected hundreds of visitors who filled the aisles and even the neighboring stands.

Promotion at the booth to attract the attention of

visitors and partners

Development and organization of the exhibition "Installing

WALL-HUNG WATER CLOSET in real time" at the booth,

which caused great interest among the specialists

Promo for TM «Hansa» on FM radio channels, the final action took place at

the company's booth, prizes distribution to the winners was made by the

official representative of Hansa in Eastern Europe

The final of the annual loyalty action to customers, rewarding with

valuable gifts, certificates, Ecard

Organization of "turnkey" annual corporate

event

Welcome: Publicity Creating, company of strategic communications

Web-site:

www.publicity.com.ua

e-mail: [email protected]

Join us on Facebook, Twitter, SlideShare, YouTube