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Alfa stan group – excellence, elegance and innovation in housing

About the client

One of the most successful domestic investors in the residential construction segment Alfa stan grupa, has been raising the level of excellence for almost two decades by using innovative, but also environmentally responsible systems in its facilities throughout Zagreb. At the beginning of their cooperation, their newest residential building at the Bužanova – Štrigina location was nearing its completion, and one of the most anticipated innovative buildings in the very center of Zagreb was in its infancy.

Challenge

Each project of the Alfa stan group possesses its own uniqueness, from luxurious green spaces and use of the social potential of the building, to the built-in advanced technological solutions. However, due to the closed nature of the entire industry, such values are often out of focus while the most visible parts of the work – the appearance of the buildings themselves and their location, naturally, draw most attention.

The challenge set before the CTA komunikacije team was to spread the word about the latest top projects of the Alfa stan group and strengthen the company’s brand with the values they nurture.

Solution

Market analysis has determined that a small number of investors in the construction sector regularly, openly and creatively communicate about their projects. Accordingly, a communication strategy has been created that will raise awareness of the uncompromising commitment to quality among the target audiences, modernize communication on digital channels and imbue it with key messages of excellence, elegance and innovation, relying on the latest project and the systems used.

The availability of the communication team and the creation of documents necessary for cooperation with the media has accelerated and optimized communication with journalists. All press releases and responses to media inquiries were interwoven with key messages, which contributed to the strengthening of the desired image of the company in the public space.

As a continuation of the integrated communication strategy, social networks were a window into the company’s corporate activities and philosophy, as well as its previous projects. Excellence, elegance and innovation have become the guiding principle of the entire content, which has shifted visually with the use of new refined photographs of objects or from the field. On LinkedIn, communication is targeted towards the business community and further enriched with reports from professional conferences. This network completely organically achieved almost 150,000 impressions with over 15,000 clicks on posts in just over a year.

In order to achieve the greatest possible reach and brand awareness through social networks, the created content was advertised on Facebook and Instagram. Over 430 thousand people with interests related to the work of the Alfa stan group were reached, with almost 3 million impressions.

A newsletter was used to transmit timely information about news at the Bužanova-Štrigina building. In this way, new tenants could monitor the finalization of the building, the condition of their apartments, garden plot works in real time, but also receive special benefits from project partners.

Standing out from the crowd was provided the use of original video content. Thus, the presentation of the Bužanova-Štrigina building, in addition to the presentation of the building itself and the systems installed in it, also conveyed the words of the team that worked on it. In addition, the Welcome Box given to the tenants during the handover of the keys was presented, instead of a classic photo gallery, as a stop-motion video, which drew praise from the industry.

Bužanova – Štrigina residential and commercial building

Since the community and its gathering is the most important part of every neighbourhood they visit, a two-day football workshop called “Play like an Alpha” was organized for children from the wider area of the city district “Ban Keglević” in the summer of 2021 in cooperation with the Football Club Dinamo and the Sports Centre “Keglić”. The event was entirely free of charge for children, and positive reactions from parents, all residents of the neighbourhood where the Alfa stan group is building the newest building, continued to arrive days after its completion.

Football workshop “Play like an Alpha”, photographer: Lorna Kijurko

During the cooperation, the number of positive media releases was raised, as well as the number of followers on social networks and inquiries regarding upcoming projects and available apartments. The image of the Alfa stan group is associated with messages of excellence, elegance and innovation, and the door is open to many upcoming socially responsible projects that will bring the community together.

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