SITUATION
River Park, a residential complex in Sofia’s Simeonovo area, aimed to foster a vibrant, family-friendly community where residents feel connected and engaged.
In a competitive real estate market, it was important to differentiate the complex by highlighting its unique lifestyle benefits, combining urban convenience with natural surroundings, and creating meaningful community interactions.
GOALS
- Strengthen Brand Awareness: Reach target groups repeatidely with information about River Park
- Enhance Community Engagement: Organize events and activities to build a strong sense of belonging among residents.
- Highlight Unique Living Benefits: Emphasise the advantages of River Park’s location, combining proximity to nature with easy city access.
STRATEGY
- Position River Park as more than just a residential complex but a thriving community.
- Create community engagement by family-friendly activities to strengthen resident connections and set a vibrant neighborhood atmosphere.
- Highlight River Park’s lifestyle benefits and sense of community by targeted media publications
TACTICS
Community-Centered Events
To enhance engagement and reinforce River Park’s image as a family-friendly residential complex, several events were organized. They provided opportunities for residents to get to know each other. Information about the events reached River Park residents through weekly newsletters sent via email and posts in the private Facebook group of the complex.
- Children’s Day Celebration – A fun-filled event with multi-color festive decoration, featuring set of different outdoor games, incl., arts and crafts workshop, creating a joyful atmosphere for kids.
- Treasure Hunt – Organising the popular game in the complex
- Back-to-School Event – A mix of educational and entertainment activities, including fall-themed basket decorating, DNA lab experiments, and sports games.
- Halloween Celebration – Families decorated their homes with spooky themes, and children participated in a community trick-or-treat experience. The event featured a costume parade, games, and social gatherings.
- Christmas Initiative – A cozy holiday event with a professional family photoshoot, festive activities for children, and community-building moments for parents.
Media communication
- Two press releases – one about the residential complex development and amenities and another highlighting the Children’s Day event to showcase the vibrant community life.
- Five dedicated publications in respected media outlets focused on the value of unified community in River Park.
- Interview with the CEO of the investment company, along with the architects, provided insights into the added value of the residents lifestyle and the conditions for community building.
- Resident interview added a personal perspective, sharing first-hand experiences of living in River Park and the benefits of its family-friendly environment.
RESULTS
- 65% of the residents participated at least in two events, strengthening community ties.
- Positive feedback, received after the events from the famillies who expressed readiness to participate in future events.
- Significant media exposure: press releases, dedicated publications and interviews with 143,753 daily reach.
Media center
