Objective

To drive performance campaign

to sell 18 units in 3 months
CAMPAIGN STRATEGY | GREEN GRACE
 CAMPAIGN STRATEGY | GREEN GRACE
Market Analysis | Hyderabad

Q1 2019 (YoY) Q1 2019 (QoQ)

Launches (Housing
Units) 3029 Demand +3%
Increase in
launches -56% Supply +2%
Sales (Housing
Units) +10% Property asks +1%

Prices +17% Inventory overhang -42%

Source: Magicbricks, *Knighfrank Research Report July-December 2018
CAMPAIGN STRATEGY | GREEN GRACE
Inference

• Hyderabad market has seen 3029 new launches and 10% increment in sales in the
year 2019

• There has been a reduction of 42% in inventory overhang which is a good

indicator of demand in the Hyderabad market

• Compared to last quarter Hyderabad has seen a high demand with 3% and supply
with 2% increment which implies high demand in the area

• The property prices in Hyderabad has also boosted up by 17%.

 CAMPAIGN STRATEGY | GREEN GRACE
Market Analysis | Gachibowli,
Hyderabad
• Average PSF rate for Gachibowli: Rs. 6677
(+3% QoQ)

• Highest PSF rate for Gachibowli: Rs. 7950 (+2%

QoQ)

• Average 6 months Price increase: +5.8%*

• Average 12 months price increase: +9%*

• Green Grace PSF rate: Rs. 6800

• Green Grace is smartly priced in the right

location

Source: Magicbricks
CAMPAIGN STRATEGY | GREEN GRACE
GREEN GRACE | Project Information

Configuration 3 BHK Possession Date March 2020

Carpet Area 1680 – 2226 sqft USPs

Price Rs.1.9 Cr onwards • Sustainable homes | Energy friendly living

• Spacious homes | More carpet area than
competition
• Location: Located on the main road
Location Khajaguda, Hyderabad between two huge IT hubs | 6 kms from Hi-
Tech City
• Low density living | Less number of large
apartments in 5.4 acres
• Smartly priced homes
CAMPAIGN STRATEGY | GREEN GRACE
Target Audience

Demographic Geographic Psychographic Behavioural

• Gender: Male, • Primary • Fitness enthusiasts • Have a busy

Female • Gachibowli • Care about professional life
• NCCS: A1, A2, A3 • Hi-Tech City environment • Enjoy social life during
• Age: 28+ • Madhapur • Value time with family weekends
• Family Income: ₹ 50 • Nanakrumguda • Wide range traveling • Interests in finance,
Lac+ • Technology savvy technology
• Occupation: middle • Secondary • Will pay for innovation • Affinity for high-end
and higher • PAN Hyderabad and technology brands
management primarily • Enjoy social life • Prefer dining in good
working in IT & • Like to live in a good restaurants nearby
Manufacturing location with a good after work
industries in ITPL, lifestyle
Businessmen, • Exposure to luxury
Professionals like globally
Doctors, Lawyers etc.
CAMPAIGN STRATEGY | GREEN GRACE
Competitor Analysis

Hyderabad

Developer Project Monthly Monthly Project

Price Possessio
Name Name Brand Project Size (BUA) Area Others
(Rs.) n
Searches Searches (Acre)

3 Towers
S&S Green 3 BHK: 2300- 3 BHK: Rs. 14 floors
Green Grace 400 110 Mar 2020 5.38 Acres
Projects 3050 1.9 Cr 420 units
70% open area

7 Towers
20 Floors
Lansum Lansum 3 BHK: Rs.
210 1600 3 BHK:1890-3230 Oct 2019 8 Acres 372 units
Properties Etania 1.29-2.2 Cr
76% open
space
13 Towers
My Home
My Home 3 BHK:2595-4070 3 BHK: Rs. 36 Floors
Construction 3600 3600 Mar 2020 18 Acres
Bhooja sqft 2.25Cr 1760 units
s Pvt. Ltd
76% Open Area
Manbhum
Manbhum 13 BHK: 1 Towers
Around the 3 BHK: 1870-
Construction 170 390 Rs.1.17-1.48 Jun 2021 2.64 Acres 10 Floors
Grove 1890 sqft
s Cr 202 units

Source: 99 Acres & respective project websites, Keyword planner

CAMPAIGN STRATEGY | GREEN GRACE
Inference

• The brand is not well known compared to the competition in the market which
needs to be rectified by brand campaign

• Green Grace project searches are least in the market which needs to be
changed with the project awareness campaign along with the tactical
campaign

• SBUA of Green Grace is bigger than the competition, this should be conveyed
to the audience during the buying journey

• Possession is early compared to the competition, this is the USP of the

project which should be highlighted

• Towers per acre is less compared to the competition. The right utilization
of space for the amenities and perfect lifestyle needs to be communicated
to the customer during the buying journey
DIGITAL JOURNEY
CAMPAIGN STRATEGY | Green Grace
Consumer Digital Journey

Metrics Platforms Tools

• CTR
15% reduction in cost • Impressions • Google Search
per reach • Reach • FB
• Clicks • YouTube
• View Rate • DBM
AWARENESS •
•
Video Views
Direct Searches
•
•
Content marketing
Social Media Advertise.do
TOP OF THE FUNNEL

20% reduction • Website Engagement

Metrics (Time on Site, • Paid campaigns
in CPL
Pages/Session, Session • Content marketing
Quality, Conversion • Database/Affiliate
ACQUISITION & Probability) marketing
NURTURE • Engagement metrics
MIDDLE OF THE • Leads, CPL, Qualified
FUNNEL leads, CPQL

20%
overall • Number of bookings • Word of Mouth
reduction • Cost per booking • SMS
in cost • Marketing cost of • Emails
per Sale(ACOS) • Direct Calls
booking • Referrals

BOTTOM
RETENTION
CAMPAIGN STRATEGY | Green Grace
Current Digital
Journey

Drop Off

Consumer Paid Media GREEN GRACE LP Consume content

Fills the lead Lead is pushed

Pre-sales
form to sales
Calling is done
without sharing
any details Site visit is
with the scheduled
customer
First contact
with customer If the
customer is
If the interested
customer in the
enquires project
about more
details Details are
shared with the
customer
WAY FORWARD
Recommended Digital Journey
Automated Automated emails and SMS are sent to
nurturing the leads based on stage or time to
Targeted inform the customer and improve
Remarketing communication qualification

Audience Buckets based on Based on audience behaviour,

behaviour behaviour audience can be exposed to
different kind of information

Cookie Pool Drop Off

Lead score Based on behaviour on site,
updated source of enquiry and other
factors, lead score helps
understand the hotness and in-
Consumer Paid Media GREEN GRACE LP Consume content
turn priority of the lead

Fills the lead Lead is pushed

Pre-sales to sales
form

Insta-connect
to reduce TAT
Site visit is
scheduled
First contact
with customer If the
customer is
If the interested
customer in the
enquires project
about more
detailsDetails are
shared with the
customer
CAMPAIGN STRATEGY | GREEN GRACE
Awareness Phase

Objective

To ensure we create relevance for our audiences through our communication and get the right kind of
traffic on to our website.

Audiences

Custom Audience Look-a-like Audience In-Market Audience

Optimization
Techniques
Targeting based Bid based Communication based

Ad Automation
Utilization of sales/marketing
Campaign Setup AI/ML based optimization
data
Real time reporting Website analytics Recommendations for campaigns
CAMPAIGN STRATEGY | GREEN GRACE
Content Pillars

World class Exclusivity & Low

Location Sustainable living
amenities Density Living
• Social ~1 tower per 2 acre
• GMC Balayogi • Sports & Fitness area as against
Athletic • Gymnasium competition ~1 tower
• Solar water per acre
Stadium • Indoor Games
heaters
• Shilparamam • Swimming pool
• LEED process
Cultural • Basketball
• RFID Spacious Apartments
Society court
Technology
• Qutb Shahi • Billiards room SBUA 2300-3050 | 18%
• Low VOC
Tombs • Childrens’ more than competition
• Equipment as
play area
per IGBC
• Business • Convenience
standards
• Hi-Tech City • Creche
• Infosys • Clubhouse Price
• Microsoft • Multipurpose
• Cognizant hall
Smartly priced homes
• Food court
CAMPAIGN STRATEGY | GREEN GRACE
Communication Route

Green Living
Spacious Low Density Near
with 70% open
Apartments Living possession
space

Ready
Location
amenities
CAMPAIGN STRATEGY | GREEN GRACE
Communication Route

Besides the detailed architecture, perfectly selected

location, thoughtfully crafted amenities, one of the most
defining aspects of the project is its sustainable ecosystem.
From utilizing solar panels to harvesting rainwater, every
aspect of life at Green Grace revolves around a harmonious way
of life. The super spacious homes along with 70% open spaces
encourages residents to live a luxurious life in tandem with
nature.
CAMPAIGN STRATEGY | GREEN GRACE
Communication Route

Life’s Evergreen at Green

Grace
The concept of “Life’s Evergreen” is essentially a wordplay of green
living forever. The messaging covers different facets of life that Green
Grace offers.
CAMPAIGN STRATEGY | GREEN GRACE
TOFU | Solutions
 CAMPAIGN STRATEGY | GREEN GRACE
Acquisition Phase

Objective
• Reduce time lag for completing the leads
• Reduce touch points of interaction
• Increase conversion rate on the website

Audiences
In-Market Audience Look-a-like Audience Remarketing Audience

Optimization Techniques
UI based Communication based Technology based

Marketing Automation
Automated workflows
Bulk SMS/Email Marketing
Lead scoring & intent analysis Real time ROMI tracking
Coverage of channels for lead
capture
CAMPAIGN STRATEGY | GREEN GRACE
MOFU | Solutions

Landing page personalization

Videos & blogs to provide relevant information

CRO tool integration to improve the conversion rate on the site

Remarketing campaign communication to bring users back

Interactive website for enhanced engagement

 CAMPAIGN STRATEGY | GREEN GRACE
Nurturing Phase

Objective
• Reduce time lag from leads to site visits
• Reduce time lag from site visits to bookings
• Improve leads to site visits and leads to bookings ratios

Audiences
Campaign Leads Existing Leads

Optimization Techniques
UI based Communication based Technology based

Sales Automation
Intelligent lead routing Call Centre management Custom Pipeline

Lead prioritization In-built cloud telephony Insta connect

CAMPAIGN STRATEGY | GREEN GRACE
BOFU | Solutions

Call center analytics Enrich social profiles and Intelligence on lead

Calling right person, at the Sources of data
Collection, build intelligence
right time with the right
and lead scoring for every
information
interaction/no response
from the customer
collect beforehand data scoring algorithms
Lead Enrichment
Handy for tele-caller to To have demographics, age,
To have vernacular
increase the chances of salary income, purchase
language preferences based
qualifying lead data, language preference
on surname, locality
data through APIs

Finding Correlation events for Intelligent call routing Setting up different Funnels
converted customers using Algorithms for better and absolute
An average call back time, an
Increase conversion rates by
signals zero lag to answer customer's call,
average time for KYC
sending them emails, SMS before
Finding correlation between hopping mechanism etc
they lose their interest
different entities and events getting
the conversions to understand and
improvise campaign performance
MEDIA PLAN | GREEN GRACE
MEDIA PLAN | GREEN GRACE
OVERVIEW

Lead generation
Performance
750000
Spends
Leads 293
CPL 2557
MEDIA PLAN | GREEN GRACE
Performance based marketing for Lead Gen Hyderabad
Source Thought Budget Clicks Visits Leads CPL Notes
Brand | Primary | Secondary | Guerilla | Generic

Intent Based - Primary Location Keywords - 65% Impression and Share

Google ii) Secondary - 70% Impression and Share
Pull Marketing 125000 1812 1359 49 2556
Search iii) Brand - 95% Impression and Share
Medium iv) Generic - 65% Impression and Share
v) Guerilla - 45 % Impression and Share

Reaching out to In-Market Audience - Real Estate and other custom intent audience
Audience on targeting | Remarketing | Similar Audience (Previous Purchases)
Location - Primary Location + Secondary
Google Regional &
75000 5769 2885 22 3467 Custom Display Placement - News Channels, Telegu Entertainment
Display Enternainment Site Sites, Regional news sites, Job sites, Smart Display campaigns
with Inmarket & Custom Intent of Keywords like 3 bhk, Housing, Comfort homes etc
Custom Intent
Reaching the IT
audience who is
working in and
around the Project
Linkedin location and are Targeting audience via Industry type + job title + CMO, CXO top
50000 331 13 3974
Ads most likely to level management, Business Professionals CA, Doctors etc
invest in the
property due to
its location
advantage
i) Custom Audience & their lookalike audience -

High Intent Lead ii) Demographic targeting: Job title targeting + Industry Wise +
Education wise
Facebook form along with
320000 7805 3902 156 2050 ii) Interest Targeting - Targeting based on the audience interests
Ads Carousel, Video, and behavior based on the audience insights.
Static Ad formats iii) Behavioral Targeting: Targeting audience via residence,
consumer classification, mobile data consumptions
MEDIA PLAN | GREEN GRACE
Performance based marketing for Lead Gen GCC NRI
Source Thought Budget Clicks Visits Leads CPL Notes
Brand | Primary | Secondary |
Guerilla | Generic

Primary Location Keywords - 65%

Impression and Share
ii) Secondary - 70% Impression and
Intent Based -
Google Share
Pull Marketing 30000 435 326 8 3680
Search iii) Brand - 95% Impression and
Medium
Share
iv) Generic - 65% Impression and
Share
v) Guerilla - 45 % Impression and
Share

Driving Maximum
Expat Indians
Lead volumes in
Facebook Interest: Property in India,
the desired time 50000 1220 610 18 2733
Ads Investments, Real Estate,
frame with a
Hyderabad
stringent CPA
Native Campaigns for Lead Generations Hyderabad
Total 80000 1654 936 26 3025
Source Thought Budget Clicks Visits Leads CPL Notes
Amura Advantage -
Taboola Content 50000 2174 978 14 3651 Amura has self serve access to Taboola, Native
Ad Platforms. This helps to manage & monitor
Marketing
Yahoo campaigns internally.
Campaigns Greater control & efficiency in managing
Native 50000 2000 1000 14 3571 campaigns ultimately keeps costs under control.

Total 100000 4174 1978 28 3611

THANK YOU