Royal House is a Ukrainian production and development group that has been operating in the real estate market for over twenty years. Among its well-known projects are the British Quarter and New England residential complexes. The portfolio also includes projects in Slovakia and Austria, and future projects in the Kyiv suburbs, including the Park Royal residential complex in Bucha. Construction is carried out using the company's own patented technology for the production of wall modules.
The company's need was to develop a strategic approach to strengthen its reputation in the Kyiv market and enter a new market – the suburbs of the capital. Another task was to understand how to build knowledge about the benefits of rapid construction based on the company's technology and its use in the post-war reconstruction of Ukraine.
The MAINSTREAM team proposed a solution: to develop a comprehensive communication strategy for Royal House and its products – residential complexes in Kyiv and the region.
At the beginning of the work, our team experts held a strategic session with representatives of Royal House. Additionally, qualitative and quantitative research was organized to study the current needs and motivations of consumers in the primary real estate market. The results of the session and research reports became the basis for developing strategic decisions. For analytics, we conducted a PR and communication audit of the company's brands and competitors, analyzed the Ukrainian real estate market, trends in Ukraine and the world. The team also conducted a SWOT analysis and chose the future strategy vector. Stakeholders were identified and portraits of target audience segments were described.
At the second stage, we focused on updating the Royal House brand platform. We described the brand's expressions, positioning, points of differentiation, archetypes, and Tone of Voice. Based on this, tactical and creative solutions were developed with integrated mechanics and PESO tools. At the third stage, detailed PR campaigns were proposed for each of the projects - New England, Park Royal, and Oxford. The final stage was crisis planning and drafting a crisis response plan.
As a result, the client received a document that allows them to build communication for several years with the ability to adapt to changes in the current situation. The presentation also includes a risk assessment, a crisis management algorithm, information on the response procedure and distribution of roles in the team, and rules for issuing information messages. MAINSTREAM's approach to strategic planning involves gradual and systematic reputation management to build sustainable brands and help achieve the company's business goals. All of this is reflected in the finished strategy.
