Communication strategy of ashiana project

COMMUNICATION STRATEGY

ASHIANA HOUSING PROJECT

ASHIANA HOUSING PROJECT

• Initially started in LAHORE in 2010

• Being built and managed by Punjab land development company (PLDC) in collaboration of BANK of Punjab

• For low income and homeless people

• More than 6000 housing units will be built at the location of Soo-e-Asil on 3 and 5 Marla plots

• Affordable pricing and easy installments up to 10 years.

• A 3 Marla Ready to Live House will cost Rs. 8,40,000/- and 5 Marla house cost will be Rs. 11,90,000/- per house.

Vision

“To provide affordable and decent adobe to the people who have desires but don’t have the resources to fulfill their basic needs of shelter.”

Mission

• “To develop a coordinated system of human settlements in Punjab that respects the environment and values Punjab’s precious land resource. A system that facilitates economic growth, provides adequate housing (especially for the poor), promotes social well being and encourages a prosperous and responsible citizenship.”

Ashiana Housing project

• Ashiana Lahore

• Ashiana Faisalabad

• Ashiana Jhelum

• Ashiana Sargodha

OBJECTIVES OF ASHIANA PROJECT

• Increase and improve the supply of housing, available and affordable to low and moderate income groups

Establishment of a sustainable community living

Ensuring decent and modern ambiance in each housing scheme

OBJECTIVES

• Bringing down the cost of the houses while not compromising on the quality

• Making the project affordable for the target groups through easy installment plans

• Ensuring transparency and fair play at every step

ALLOTEMENT/ELIGIBILTY CRITERIA

• Target Population will be individuals having income less than Rs. 20,000 p.m.

• Monthly Installment of the allotted house not to exceed the monthly rent of same size of house.

• Age Between 25 & 60 years. (Applicable for bank loan only)

• Living in a rented house or in joint family, the applicant should not posses his/her own house.

ALLOTEMENT/ELIGIBILTY CRITERIA

• Speculation will be curbed at all cost.

• Special quota for widows, orphans and disabled.

• Physical verification of the credentials of each applicant through third party

• Physical verification of the credentials of each applicant through third party

Structure of Houses

• Ashiana Housing Project offers two categories of housing units to cater for the variety of its valued customers, as follows:

• 2-Marla Housing Unit

• 3-Marla Housing Unit

2-Marla Housing Unit

3-Marla Housing Unit

Salient Features of the Project:

• External infrastructure • Transport (Lahore only) Internal infrastructure to cater for all the

needs of decent and modern living Carpeted roads

Salient Features of the Project:

• Sewerage• Drainage• Water supply• Electrification

Amenities

• School• Open Spaces/Landscaping/Parks • Commercial Area• Graveyard• Entertainment• Community Centers

Amenities

• Health Clubs• Playing Grounds• Food Chains/Stalls • Management of Schemes by the community

itself – Community • Executive Committees

Payment Plan

• 25% Advance, remaining amount to be paid in easy installments.

Subsidy by the Government of Punjab on monthly installments.

CHALLENGES

• Financial constraints regarding media campaigns

• Less number of technical ,urban development management professionals

Less number of political personalities regarding projection of govt, initiatives

Weak taxation system

POLITICAL STRATEGY

• Formulation of Political executive Board to examine the work

• Frequent visits of political board to the concerned site

• Processions by the political members in their constituency telling the people about the work

COMMUNICATION STRATEGY

• Creation of Project based DOCUMENTERIES about the Ashiana housing project

• Advertisements on hoardings, billboards, pamphlets should be distributed

• Banners, steamers, booklets in local language of the community should be made and showed in the main squares, roads

COMMUNICATION STRATEGY

• PAID ARTICLES, columns, editorials ,letter to editors ,features should be frequently published about the project

• Road shows ,seminars, walks, processions should be conducted for conveying information on the project

• Visits of the Media personalities should be arranged

ADMINISTRATIVE STRATEGY

• Building a strong a coordination system in between the bottom management with the top management

• Allocation of competent officials on merit bases in concerned projects

• PERFORMANCE Evaluation system should be devised to monitor the performance of concerned officials

THANKS