Mchi Pr Plan Final
Transcript of Mchi Pr Plan Final
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Media Communication Plan
For
Maharashtra Chamber of
Housing Industry-Navi
Mumbai
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Public relation is an extremely efficient method ofcommunicating with a target audience and it doesnt needto be complicated or expensive
Business owners can choose from a variety of simple and
cost effective activities that will help achieve their businessobjectives
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Maharashtra Chamber of Housing Industry (MCHI), formed in 1982, is the mostprominent and the only recognized body of Real Estate Developers in Mumbai andMMR.
Navi Mumbai Unit of Maharashtra Chamber of Housing Industry (MCHI) wasformed in March 2011
MCHI-CREDAI has a strong Membership of over 1000 leading Developers inMumbai and has expanded across MMR, having its own units in Thane, Kalyan -Dombivali, MiraVirar City, Raigad and Navi Mumbai
Members of MCHI-CREDAI account for 80% of the organized Development ofnew residential and commercial properties in Mumbai and Mumbai MetropolitanRegion
MCHI- is recognized by Government of Maharashtra and the Central Governmentand helps in meeting their objectives of providing housing, which is a basicnecessity
MCHI-Navi Mumbai works towards raising awareness among the General Public,Real Estate and Construction Industry while providing them with detailedinformation on new developments in and around Navi Mumbai
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Promote awareness of innovative and social-centric
initiatives for target audience through proactive and
innovative PR program
Redefine MCHIs brand as Indias best professionally
managed builders body
Highlight MCHIs success stories in both local and
national media with appropriate business or industryrelated stories
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Help counter negative coverage andcreate awareness of MCHIs initiativesand safeguard members interests
MCHI should be in the medias eyeconstantly throughout the year withpositive stories to highlight MCHIsopinion on government policies decisionson the industry
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M
edia
General, Business
publications, electronic
media and FM Radio
Stakeholders
Home owners, potential
home buyers
Business
Establishments, Shops
and Markets
Executing Agencies
Government and
Private Commercial
establishment
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STRENGTHSInnovative serviceSate-of-the art technologyExtraordinary national and internationalreputationSpecialized expertise and experiencedprofessional specialistsMost professionally managed civic body
WEAKNESSES
Absence of publicity planLack of BrandingNegative mediacoverageCommunication with stakeholders Vulnerability
Large geographical area of operationproblem areas galore
Optimal use of social media, the emerging
PR toolAawareness of civic responsibilitiesgrowing by the day. Many new avenues of branding andmarketing evolved Media, FM, new media has grown rapidly.Xfactor PR to manage positive image
branding of MCHI
THREATS
MCHI is prone to allegations of not doingenough to alleviate home owners woes
who have been allegedly short-charged bybuilders Too many negative stories beinghighlighted by media
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There are instances when Media is critical of MCHI, withoutcarrying its version
MCHIs initiatives often do not get the coverage they deserve
Various builders initiative and safeguards for home ownerstaken by MCHI do not get the desired media attention. ManyPR opportunities are missed out
Xfactor PR will help and strengthen MCHIs PR initiative to
tell its told and untold stories in the apt manner to get
positive mileage to convey the right messages X Factor PR will break stories to the media on the proposed
initiatives of MCHI
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First and foremost the development initiatives and successful execution of
projects be branded and highlighted in the local media
Create awareness of our innovation, resident-centric civic amenities and
development initiatives amongst all stakeholders through various story
placements
MCHI spokesperson or senior office bearers to hold periodic newsconferences briefing media about policies, proposed development plans and
future initiatives, so that media gets positive information which translates into
positive coverage
Write a series of articles on human interest stories and give it to the regional
media. It should be related with our proposed development initiatives and
successful implementation of projects Regular review in press, which will help stakeholders and residents to
understand the quality of projects
Constant touch with media through Xfactors PR for crisis communication
management
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Use valuable comments given by prominent citizens to makeour positive stories more interactive and trust worthy
Hold civic-centric events and participate in pan-India
seminars to create awareness among stakeholders Participate on media platforms to create awareness among
residents. Organize special lecture program at various organizations
and institutions and present case studies of proposed andexecuted projects
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Organize seminar in the different nodes of the satellite city tocreate awareness on the importance of clean environment
and its benefits Try to rope in more social, philanthropic organizations and
Corporate entities associated with CSR activities Tie-up with regional media for weekly development related
stories and make them more interactive with residents Strategize, plan and hold events for MCHI in Navi Mumbai
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To enhance MCHI BrandReputation
To get closer to residentsand other stakeholders and
interact with them on aregular basis
Create awareness on allMCHI initiatives anddevelopment schemes
Its less expensive thantraditional Marketing
Offers various ways to trackperformance
Build a Facebook groupdrive traffic to it
Relevant blogging
Online contests Interact with the target
community Optimize brand presence YouTube, LinkedIn, Twitter,
Orkut Wikipedia etc
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Corporate Profiling: Brand positioning ; marketing strategies;expansion plans; new-investments; HR policies; newassociations and tie-up
Project Profiling: New service/amenities; highlight benefits tostakeholders and residents
Spokesperson Profiling: Create a face of MCHI
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Positioning workshop will assist the Builders body to arrive
at key communication messages, which are to bedisseminated to the target audience, through sessions withthe key executives of the Chamber
Train spokespersons of the builders body to disseminate the
key messages to the media
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To train MCHIs spokespersons on how to interact with the
media; dos and donts to be highlighted
Brief on how to avoid tricky questions and how to get theirkey messages across
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Brand Introduction note.
Profile and pictures of the brand spokespersons.
Write ups and pictures of various projects and services.
Pictures of the various infrastructure and township across the
city where members of MCHI have constructed
Photographs of prominent personalities and their commentson MCHI
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Getting brand MCHI into publications and TV channels togenerate human interest stories
Updating media about every development
Getting MCHI spokespersons quotes in relevant real estaterelated stories
Getting the brand into comparative case study
New project/service launches
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We need to target all local, regional and national TV channels
We need to target leading local and regional newspapers witha presence in the city.
We need to target all mainline newspapers and their NaviMumbai editions
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Positioning and key messaging for media Preparing detailed PR action plan and calendar Resource bank preparation Media Neutrality Corporate/product literature Press Kit compilation PR support at civic and public events Press Releases Press Conferences
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