Media promotion of public and municipal property lease through Prozorro.Sale system
To disseminate information about state-owned and municipal real estate that can be leased through Prozorro.Sale electronic auctions.
The State Property Fund of Ukraine and Prozorro.Sale are running a joint program aimed at increasing the number of successful auctions for the lease of state and municipal property. This helps to support Ukraine's economy during the war.
In Ukraine, numerous state and municipal real estate objects are not used for their intended purpose. The premises are empty, and therefore do not bring in funds to the budgets. The SPFU and local authorities in the regions are interested in leasing such properties to entrepreneurs. Abandoned administrative buildings, former kindergartens, and inactive production facilities can find new owners. They will renovate them and launch a business there.
The UK comms agency provides communications support for the program.
- to draw attention to municipal and state lease objects put up for auction, to stimulate participation in the auction;
- to increase the loyalty of entrepreneurs to the Prozorro.Sale electronic bidding mechanism;
- to communicate that leasing state-owned and municipal real estate is beneficial to the state, communities, and entrepreneurs themselves.
- selected media and social networks in the specified regions, created media maps for 3-month and 1.5-year information campaigns, and calculated the budget;
- found real estate objects on Prozorro.Sale that were worth advertising;
- wrote and published news about these properties and lease rules in regional media;
- controlled regional media in the settings of targeted advertising to reach as many potential tenants as possible;
- analyzed the results and made recommendations for the next information campaigns.
- 200 publications and posts in regional media with a total reach of over 4.6 million;
- after the first information campaign, the number of successful lease auctions increased to 52%, after the second — 60%;
- due to the successful lease auctions, over UAH 530,000 was transferred to the state and regional budgets during the six months of the program.
