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Reputation of Arricano as a CSR Development Company: Case of SEC PROSPEKT
Arricano was ranked among the top five companies in the construction and development market (with 197.43 points) in the National Rating of Corporate Reputation Management Reputational ACTIVists 2020. The expert jury evaluated the participants on reputational stability, image capital of corporate social responsibility, media activity, innovative approach, and anti-crisis stability.
Arricano builds and operates shopping and entertainment centres in Kyiv and regions. Each SEC has its own brand positioning, which corresponds to the portraits of target audiences, their social and shopping needs. The facilities are integrated into the infrastructure of the city and community.
The reputation of the SEC of Arricano is formed in the perception of the brand and its values, comfort during the stay, and good deeds.
In 2021, more than 20 social projects were implemented in SEC Prospekt, including the Teachers’ Self Upgrade educational project, a generous race and fundraising for Bachyty Sertsem Fund on the Kind Challenge platform, Meet&Talk on responsible parenting, and fair of social enterprises From Me To All.
Prospekt is top-of-the-mind as the guests of the shopping centre join CSR projects. This is the competitive advantage of the mall. It is a place where you can generate a valuable idea and unite like-minded people in a harmonious space offline.
“Current trends in reputation management are closely related to the transformation of public life and public relations. (…) Unfortunately, the pandemic will not end tomorrow, the vaccine is not a panacea, and the current changes in humanity's way of life may stay for a long time, or even forever. It does not mean reducing turbulence in the external business environment; uncertainty remains and grows as new ones join the clear trends. Therefore, next year will encourage new, better reputation management practices,” said Olena Derevianko, Head of the Organizing Committee of the National Rating of Corporate Reputation Management Reputational ACTIVists and Vice President of the Ukrainian PR League.
According to last year’s ranking, Arricano took first place, receiving 221.75 points for the quality of corporate reputation management. However, 2020 was a challenging year for developers running shopping malls, as 30% of the time, which is more than 90 days, their activities fell under government restrictions on shopping malls and lockdown. As a result, both Arricano and other players in the market segment had to jointly defend the industry’s position on the safe stay of visitors in the mall. Meanwhile, Arricano has invested in information campaigns, CSR, and charity projects.
In this rating, the jury analysed all companies related to the construction industry: manufacturers of building materials and designers, consultants, developers, and industry NGOs.
“Developers have a lot of stakeholders, from potential buyers to city officials. You cannot please everyone. That is why the construction and real estate market is a boundless sea of opportunities and discoveries, experiments, and new strategies for working with reputation,” noted Olha Solovei, CEO of URE Club and publisher of profile media Property Times and 3m2.ua.
"Last year, we focused on supporting and promoting our tenants since reputation is not only about trust but also mutual assistance. For example, we implemented a communication project with food court operators and a cinema in SEC Prospekt named MOOD plus FOOD to increase the demand for food consumption outside the home. It was accompanied by rational and emotional messages, a gastronomic exhibition, creative communications, and a raffle of tickets to the movie. A separate project Art&Fashion that we conducted at SEC Prospekt and SEC RayON to draw attention to fashion, modern brands and the need to improve our own style,” told Anna Chubotina, CEO of Arricano.
“2020 has influenced that appeals to the authorities and anti-crisis communications have turned from random educational cases into a sustainable phenomenon. This year has motivated us to constantly work with external and internal audiences in a new way as our plans have changed many times, almost at the last minute, due to the introduction of lockdowns. The Reputational ACTIVists rating showed who performed best under such difficult conditions,” said Olena Obukhivska, Communications Director of Arricano.
Arricano is grateful to the organisers of the National Rating of Corporate Reputation Management Reputational ACTIVists, experts and investment analysts, editors-in-chief and journalists who evaluated developers and presented their scores.
The general partner of the rating was the law firm Asters, and the analytical partner was the monitoring service LOOQME, which also provides its services to Arricano.