What was the challenge for u.comms?
The State Property Fund of Ukraine and Prozorro.Sale launched a joint program to increase the number of successful auctions for leasing state and municipal property. Many vacant premises, former industrial facilities, and administrative buildings remain unused and generate no revenue for local or state budgets. Leasing these properties to entrepreneurs for renovation and business development helps support Ukraine’s economy during wartime.
Key objectives:
- Raise awareness of available properties: Promote specific premises offered at auction and encourage entrepreneurs to participate in the bidding.
- Build trust in the system: Increase confidence in Prozorro.Sale’s electronic auction mechanism.
- Communicate the value: Show how leasing these properties can benefit the state, local communities and entrepreneurs alike.
How did we support the program?
u.comms provided comprehensive communication support across multiple regions:
- Media mapping and campaign planning: Selected relevant media and social media channels in target regions, developed media plans for three three-month information campaigns and one 18-month campaign, and calculated budgets.
- Finding and selecting properties: Identified attractive real estate listings on Prozorro.Sale that would be relevant to local businesses.
- Content creation: Prepared and published news stories in regional media about specific properties, along with detailed information on the leasing process.
- Targeted advertising: Set up and managed targeted campaigns to reach as many potential tenants as possible.
- Performance analysis: Evaluated the results of each campaign wave and developed recommendations for subsequent campaigns.
Vacant administrative buildings, former kindergartens, and unused production facilities are finding new tenants who renovate them and launch businesses, generating a steady flow of revenue for public and local budgets.
The economic impact of leasing through Prozorro.Sale
What results did the campaign achieve?
Consistent work with regional media and targeted communication channels helped attract new tenants and improve the effectiveness of property auctions.
Key results during the first six months of the program:
200 publications and social media posts
in regional media, generating a total reach of 4.6+ million.
Growth in successful auctions:
the share of successful lease auctions increased to 52% after the first information campaign and to 60% after the second.
UAH 530,000
in additional revenue generated for state and regional budgets during the first six months through successful auctions.
