COMMUNICATIONS

STRATEGY
Table of Contents

01 02 03 04 05
Overview Communications Research Stakeholder Communication Pillars
Objectives & Audit Mapping & Methodology

06 07 08 09 10
Thought Leadership External Internal Social Media Core Messaging
Plan Communications Communications Strategy
Strategy Strategy

11 12 13
Strategic Positioning Channels & Tools Execution
& Buyer Persona Framework
 01
Overview
Overview of the Communication
Brief
Integrated Project Management (IPM) is transitioning into an independent
Professional Services entity, and by November 1st, all DAMAC UAE
projects will operate under this new brand. To facilitate this shift, we need
to establish our marketing, branding, and communication protocols.

Integrated Project Management will undertake the following services:

● Project Management;
● Construction Management;
● Programme Management;
● Design Management;
● HSE Advisory;
● Contract Advisory.
 Significance of Communications Plan

Social Media
Competitive Presence
Positioning
Thought Internal Clarity Establish a strong
Leadership Conduct a social media
Establishing Brand
Ensure all IPM competitive audit presence for
Independence Identity
employees to excel in the visibility and
transition Elevate Raj
comprehend the project delivery engagement in the
Develop a distinct Hanspaul's
transition, changes, consultancy sector, digital era.
visual brand and industry expertise
Evolving identity timelines, and new surpassing
demands a messaging to as part of IPM's
rebranding and branding for a benchmark firms
comprehensive enhance external
independent seamless and
strategy to ensure brand awareness.
positioning. motivated team.
all stakeholders
understand and
embrace the
change, fostering
engagement.
 02
Communications
Objectives
Organizational objectives

Establish a distinct corporate entity that prominently leads project delivery across DAMAC's 6
Short-term service lines in the UAE. This entails tasks such as office branding, project signages, business card
design, lanyard creation, staff identification system, limited website development, and initial social
media presence, including website and social media management.

Expand our services and brand presence from the UAE to encompass all DAMAC international
Mid-term projects, supported by the development of a comprehensive website and full-scale social media
management.

Extend our DAMAC international services and brand recognition to external clients while
Long-term implementing a fully developed website and comprehensive social media management.
Internal and External Audience Objectives

Ensure all IPM employees understand the transition

from DAMAC and their roles within the new entity.

Address employee concerns, provide clarity on changes,

Internal
and foster a positive outlook on the transition.

Establish a sense of belonging and ownership among

employees.

Audiences
Raise awareness of IPM as a newly independent project
delivery consultancy, while emphasizing DAMAC experience

Build trust and credibility among potential clients,

External
partners, and vendors.

Showcase IPM's expertise and commitment to core values

(Safety, Quality, Diversity, Ethics & Environment).
 03
Competitive
Research and
Audit
IPM’s Strengths
Through affiliation with DAMAC, 40 years of multi-sector project delivery

Extensive market expertise and network spanning consultants, contractors, and

suppliers.

Project delivery centres the Core Values (Safety, Quality, Diversity, Ethics &
Environment).

Full project cycle mastery: delivers projects with an owner/operator

perspective, covering design, build, finance, and operate phases.

Vast knowledge reach back into head office.

Rapid onset capability enabled by our extensive, established team.

Competitive Analysis: Mirage Global

Strengths Weaknesses
● Established brand reputation ● Limited online presence
● Wide range of product offerings ● Higher pricing compared to competitors
● Strong customer base ● Lack of innovation in recent product releases

Opportunities for IPM (more next slide) Threats

● Strengthening online presence ● Intense competition from rival companies
● Innovation and technology integration ● Rapidly changing market trends
● Strategic partnerships ● Potential economic downturn affecting
● Adopting a highly client-centric approach consumer spending
Mirage Global Analysis: Opportunities for IPM

Strengthening Online Presence: Learning from Mirage Global's weakness of limited online presence, IPM can invest in
building a robust online presence. This includes a user-friendly website, active social media engagement, and digital
marketing strategies to reach a wider audience and attract potential clients.

Innovation and Technology Integration: IPM can focus on innovation in project management methodologies and technology
integration. Developing proprietary project management tools or adopting cutting-edge technology can enhance project
efficiency and set IPM apart as an industry leader.

Strategic Partnerships: IPM can explore strategic partnerships with complementary businesses in the industry. Collaborating
with architecture firms, engineering companies, or software providers can create synergies and offer bundled solutions to
clients.

Client-Centric Approach: Building on Mirage Global's strength of a strong customer base, IPM can further cultivate its client
relationships by adopting a highly client-centric approach. Understanding clients' specific needs and delivering tailored
solutions can lead to repeat business and referrals.
Competitive Analysis: AECOM

Strengths Weaknesses
● Global presence with a wide geographic reach. ● Size and complexity may lead to challenges in
● Strong reputation for innovation and sustainability. agility and decision-making.
● Expertise in various industry sectors, including ● Vulnerable to economic fluctuations and
infrastructure, transportation, and environmental government infrastructure spending.
services. ● Competition from specialized boutique firms in
certain niches.

Opportunities for IPM (more next slide) Threats

● Sustainability expertise. ● Intense competition from other global
● Emerging markets. engineering giants.
● Public-Private partnerships. ● Regulatory changes impacting the construction
● Regulatory expertise. industry.
● Economic downturns affecting infrastructure
investment.
AECOM Analysis: Opportunities for IPM

Sustainability Expertise: Building on AECOM's reputation for innovation and sustainability, IPM can develop expertise in
sustainable project management practices. This can include helping clients achieve their sustainability goals, reduce
environmental impact, and navigate the complexities of green certifications.

Emerging Markets: IPM can explore opportunities to expand its services into emerging markets with growing infrastructure
development needs. These markets often require experienced project management partners to ensure successful project
execution.

Public-Private Partnerships (PPPs): As the industry sees potential growth in public-private partnerships and design-build
projects, IPM can position itself as a trusted advisor in structuring and managing these complex arrangements. This can
involve expertise in contract negotiation and risk management.

Regulatory Expertise: Keeping a close eye on regulatory changes impacting the construction industry, IPM can position itself
as a valuable resource for clients navigating evolving compliance requirements.
 04
Stakeholder
Mapping
Mapping
Industry National
Local government
associations government

Government and Authorities

Stakeholders

Internal External

Clients and Industry Peers

Employees Leadership team Service line leads Partners
potential clients

Media Industry
Regulatory bodies publications
personalities
Significance of Stakeholder
Mapping:
Stakeholder mapping provides a high-level overview of the
various groups and individuals that IPM should consider
when executing its communication and engagement
strategies.
Major Stakeholders’ Priorities
Financial Growth: Achieving a strong return on investment and sustainable financial growth.
Brand Strength: Enhancing brand value and recognition.
Market Credibility: Building a solid market reputation.
Business Expansion: Winning new projects and business opportunities.
Diverse Offerings: Exploring additional growth avenues.
Ethical Practices: Upholding core values (Safety, Quality, Diversity, Ethics & Environment).

DAMAC IPM
IPM Staff
Leadership Leadership

Vision and Company Direction: Understanding where the company is headed and how individual roles contribute to that
vision.
Job Stability: Assurance of continued employment and career growth opportunities.
Service and Deliverable Quality: Ensuring that the quality of services and deliverables meets or exceeds expectations.
Safety Culture: A commitment to maintaining a safe work environment for all employees.
Career Growth: Opportunities for skill development, promotions, and advancement within the company.
Appreciation and Recognition: Acknowledgment and praise for employees' contributions and achievements.
Sense of Belonging: Feeling like an integral part of the company and its culture.
 05
Communication
Pillars and
Methodology
IPM’s Messaging Pillars

Visionary Excellence Client-Centric Global Insight, Local Expertise

At IPM, we envision a future Our clients are at the heart of IPM offers the global insight of a
where project delivery reaches everything we do. We tailor our well-established entity while
new heights. Our commitment to services to their unique needs, maintaining the agility and local
excellence drives us to ensuring that their vision becomes expertise needed to excel in
consistently innovate, ensuring a reality. Your success is our today's dynamic market. Our
that every project we undertake success. reach is global, but our
sets new industry standards. commitment to our local
communities is unwavering.
Communications Methodology

Thought Leadership Two-Way Communication Internal Alignment

Thought initiatives, led by Raj We will foster open and transparent We will ensure that our internal
Hanspaul, will position us as communication channels, actively teams are aligned with our client-
industry experts. We will share seeking feedback from clients and centric and visionary approach.
insights, trends, and cutting-edge stakeholders. This ensures that our Employee communication and
ideas through articles, webinars, services and communications training programs are encouraged
and speaking engagements to continuously evolve to meet their to reinforce our commitment to
showcase our visionary excellence. evolving needs. excellence.

Client Success Stories Diverse Content

We will showcase client success Our communications will
stories to illustrate how our client- encompass a variety of content
centric solutions will have types, from articles and webinars to
delivered exceptional results. Real- case studies and social media
world examples will demonstrate posts. This diverse approach will
the impact of our approach. ensure we reach our target
audience effectively.
Target Audiences

Short to Internal Teams, Recruitment, and Competitors

mid-term

Long-term External Clients, Internal Teams, Recruitment, and Competitors

 06
Thought
Leadership Plan
Positioning Raj Hanspaul as an
Industry Expert
Leveraging Raj's expertise through articles, webinars, and
speaking engagements can enhance his professional
reputation and contribute to IPM's visibility and
credibility.
Proposed Approach
• Build or enhance Raj's personal • Define measurable KPIs to track the
• Clarify the objectives of Raj's
website to showcase expertise and impact of thought leadership efforts.
thought leadership efforts, such as
publications. • Gather feedback from the audience
industry recognition and client
• Optimize Raj's LinkedIn profile for and continuously refine the strategy
engagement.
thought leadership. based on insights.
• Identify the primary target • Actively promote thought
audiences, including clients, peers,
leadership content through social
and potential partners.
media and industry platforms.

Web
Define Content Presence & Networking Evaluate &
Objectives Creation Promotion & Promotion Improve

• Develop a content strategy focused • Engage with industry associations

on Raj's expertise and relevant and seek speaking opportunities.
industry topics. • Explore collaborations with
• Create various content types, influencers and organizations for
including articles, webinars, and joint content.
speaking engagements.
• Establish a content calendar for
consistency.
 07
External
Communications
Strategy
External Communications Tactics
Rationale
Creating an effective external communication strategy is crucial
for IPM's successful launch as an independent entity from
DAMAC. The proposed strategy aims to build brand awareness,
establish trust, and convey a compelling value proposition to
external stakeholders.
The proposed external communication strategy for IPM will help
ensure a successful launch as an independent entity, establish a
strong brand presence, and attract clients, partners, and talent to
support its growth in the project delivery consultancy sector.
Proposed External Approach

BRANDING AND DIGITAL THOUGHT ENGAGEMENT & MEASUREMENT &

IDENTITY PRESENCE LEADERSHIP & PROMOTION PREPAREDNESS
CONTENT

Define Clear Messaging: Build a Professional Website: Leadership Bio's: Recruitment Promotion: Client Engagement:
Craft a concise and Develop a user-friendly, Craft detailed biographies for Promote career opportunities Engage with clients, showcase
compelling message that mobile-responsive website key IPM leaders, including and emphasize employee successes, and collect feedback.
communicates IPM's showcasing services, projects, Raj Hanspaul. development.
transition and commitment to team, and values. Client Feedback and Continuous
core values. Thought Leadership Content: Network & Industry Events: Improvement:
Establish Social Media Publish articles, whitepapers, Attend industry events, network, Act on feedback to improve
Champion Brand Identity: Presence: and webinars to position IPM and consider speaking services and relationships.
Establishing a powerful visual Create and optimize profiles as an industry thought leader engagements.
and messaging identity that on LinkedIn and Twitter, and execute the thought Measurement and Analytics:
sets IPM apart as a distinct regularly sharing industry leadership plan proposed. Public Relations (PR): Implement analytics tools to
and reputable entity, insights and updates. Develop a PR strategy for measure effectiveness.
committed to excellence and milestones.
core values. Crisis Communication Plan:
Marketing Collateral: Develop a crisis plan to address
Create marketing materials potential issues transparently.
conveying services and value
proposition.
 08
Internal
Communications
Strategy
Internal Communications Tactics
Rationale
Developing a comprehensive internal communication strategy is
essential to ensure that employees understand the changes, feel
motivated, and remain aligned with the company's goals.
By implementing the proposed internal communication strategy,
IPM can ensure that its employees feel valued and are engaged
during the transition, leading to a successful launch as an
independent entity.
Proposed Internal Approach

TRANSITION INTERNAL BRANDING & ORGANIZATION TRANSITION

CLARITY & TRANSITION OFFICE CHANGES & EXECUTION &
MESSAGE MANAGEMENT TRANSITION EMPLOYEE ONGOING
SUPPORT ENGAGEMENT

Clarify Transition Message: Create an Internal Transition Office and Stationary Team Structure and Roles: Employee Feedback Loop:
Craft a clear message Team: Rebranding: Communicate organizational Establish a feedback mechanism.
explaining IPM’S Form a team with assigned Update physical spaces and changes and key roles.
independence and the roles and responsibilities. materials with new branding. Training and Onboarding:
transition and its positive Employee Recognition: Provide training and onboarding
aspects. Develop a Communication Digital Platforms: Acknowledge and appreciate support.
Timeline: Update digital platforms, employee contributions.
Transition Timeline: Create a timeline for message email addresses, and Celebratory Launch Event:
Provide a detailed transition delivery aligned with the instructions. Career Development and Organize a launch event for
timeline. launch date. Growth: unity and morale boost.
Showcase Branding: Emphasize career
Individual Consultations: Employee FAQs and Town Share IPM's new identity opportunities and skill Ongoing Communication:
Offer one-on-one Halls: through presentations and development. Maintain regular communication
consultations. Prepare FAQs and host town displays. with employees.
halls for real-time Q&A.
 09
Social Media
Strategy
Proposed Social Media Approach

BUILDING ON CONTENT ENGAGEMENT & MONITORING & CRISIS

STRATEGY PLANNING & INTERACTION OPTIMIZATION MANAGEMENT &
EXECUTION ADAPTATION

Define Social Media Develop a Content Calendar: Engage and Interact: Monitor and Analyze: Paid Advertising:
Objectives: Create a content calendar Foster engagement and Use monitoring tools to track Utilize paid advertising for
Set clear and measurable with a mix of content types. respond to comments and engagement and content targeted promotion.
social media objectives. messages. performance.
Brand Consistency: Crisis Management Plan:
Choose the Right Platforms: Maintain consistent branding Employee Advocacy: Monthly Reporting: Develop a strategy for handling
Identify suitable social media across social media profiles. Encourage employees to share Regularly review and report negative comments or crises.
platforms for IPM's goals e.g. IPM's content on their on social media performance.
focus on LinkedIn and X Thought Leadership Content: personal profiles. Stay Current:
(formerly Twitter) for Position IPM leaders as Hashtag Strategy: Continuously adapt the strategy
professional networking. thought leaders in the User-Generated Content: Based on results, create and based on industry trends and
industry. Encourage sharing of promote relevant hashtags. preferences.
experiences by clients,
partners, and employees
 10
Core Messaging
INFUSING IPM'S TONE WITH A HUMAN TOUCH
TO RESONATE AUTHENTICALLY WITH OUR
BRAND'S ESSENCE
Messaging to Embrace in all Communications

Internal External

Active staff engagement Promoting career A dynamic and agile Drawing on decades of
in a transformative progression and market newcomer successful project
business initiative, elevating project committed to an execution, we bring
offering opportunities delivery standards. Owner's perspective on unmatched expertise to
for their voices to be Time, Cost, Quality, every endeavor.
heard and recognized. and Safety in project
delivery.

Core values of Safety, Quality, Diversity, Ethics & Environment at the center of everything
 11
Strategic
Positioning and
Buyer Persona
Our Strategic Positioning

IPM boasts a team of seasoned experts

IPM's track record speaks for itself,
in project management, construction
consistently delivering projects on time
Expertise and Excellence management, and related fields,
and within budget, instilling confidence
providing clients with unparalleled in clients' project success.
knowledge and experience.

IPM's commitment to understanding IPM prioritizes open and transparent

each client's unique needs ensures that communication with clients, fostering
Client-Centric Approach solutions are customized to address trust and ensuring alignment with
specific challenges, fostering long-term project goals and expectations.
partnerships.

IPM harnesses advanced project IPM stays at the forefront of industry

management software, data analytics, trends, continuously seeking innovative
Innovation and Technology and digital technologies to enhance solutions to optimize project outcomes
project efficiency and enable data- and adapt to changing project
driven decision-making. dynamics.
 Buyer Persona

Preferred Communication Channels Goals & Challenges

Professional Networks: LinkedIn, industry conferences, - Successfully manage and deliver high-value construction projects on time and within
and associations. budget.
Information Sources: Industry publications, reports, and - Enhance the company's reputation by partnering with reliable and experienced
reputable online forums. project management firms.
Communication Style: Prefers professional and data- - Finding a trusted project management partner to oversee complex projects.
driven communication. - Ensuring strict compliance with health, safety, and environmental (HSE) regulations.

John’s Profile Pain Points

Age: 40 - Difficulty in coordinating and managing
Gender: Male multiple construction projects simultaneously.
Job title: Vice President of Construction - Navigating complex contract negotiations
Martial status: Married with 2 kids and advisory services.
Experience: Over 15 years in the construction - Staying updated with the latest industry
industry trends and HSE guidelines.
How IPM Can Help Buyers like John

IPM can position itself as a

trusted, long-term partner for
Buyers like Sarah benefit Sarah's construction projects,
from a dedicated partner to offering ongoing support and
ensure efficient, on-time, and collaboration to help her
on-budget project delivery. achieve her strategic
Customized Industry objectives. Proven Track
Solutions Expertise Record

Comprehensive
Project Long-term
Management Partnership
IPM can tailor its services to Solutions IPM's knowledge of the UAE IPM can showcase its
meet Sarah's specific project construction market and its successful project
requirements and business familiarity with local management history and
goals. Whether she needs regulations and practices can highlight case studies of
support for a single project or provide Sarah with a similar projects in the UAE
a long-term partnership, IPM competitive advantage. They market, instilling confidence
can adapt its services can offer insights into market in Sarah about their
accordingly. trends, potential challenges, capabilities.
and opportunities for growth.
 12
Channels and
Tools
Internal Communications Tools
EMAIL CAMPAIGNS COLLABORATION TOOLS EMPLOYEE FEEDBACK SURVEYS

● Segmented Communication: Tailor email ● Dedicated Channels: For transition-related ● Regular Surveys: Conduct regular surveys at
content based on different employee groups. discussions where employees can collaborate. key milestones to gather feedback on the
● Regular Updates: Send regular email updates, ● Announcement Feature: Use announcement overall transition experience.
especially during critical phases of the features to broadcast important updates or ● Open-Ended Questions: Encourage employees
transition. milestones to all relevant team members. to share their thoughts, suggestions, and
● Interactive Elements: Elements like clickable ● Integration: Integrate collaboration tools with concerns in their own words.
FAQs, links to resources on the intranet, and the intranet to ensure seamless communication ● Actionable Insights: Analyze survey responses
opportunities for employees to submit between the two platforms. to identify trends and areas that require
questions or feedback. attention, and then take actionable steps to
address concerns.

INTRANET OR EMPLOYEE PORTAL TRAINING & ONBOARDING PLATFORMS

● Resource Repository: Repository of ● Interactive Modules: Create engaging and

documents, FAQs, training materials, and interactive e-learning modules or videos that
transition-related resources for easy access by facilitate understanding and retention of key
employees. information.
● Interactive Features: Features like discussion ● Progress Tracking: Implement tracking and
forums or chat rooms where employees can reporting mechanisms to monitor employee
ask questions and engage in discussions. progress and completion of training modules.
● Visual Content: Use multimedia elements, ● Feedback Mechanism: Include a feedback
such as videos or infographics, to make mechanism within the training platform,
complex information more digestible. allowing employees to report any issues or
request additional support.
External Communications Tools
MARKETING COLLATERAL
PROFESSIONAL WEBSITE INDUSTRY PUBLICATIONS
● Brochures and Flyers: Prints that provide an overview
● Project Portfolio: Showcase past and current ● Guest Articles: Author and submit guest of IPM's services, projects, and value proposition.
projects with compelling visuals, descriptions, articles or opinion pieces to reputable industry These can be distributed at networking events or sent
and results achieved. Include case studies that publications. These articles should highlight digitally.
highlight IPM's role in successful project IPM's expertise and offer valuable insights. ● Presentations: Develop presentations or pitch decks
delivery. ● Press Releases: Draft and distribute press that can be used during client meetings and
● Thought Leadership Hub: Develop a thought releases about key milestones, such as the presentations.
leadership section featuring articles, company's official launch, major project wins, ● Digital Downloads: Offer downloadable resources,
whitepapers, and webinars authored by Raj or strategic partnerships. such as industry reports, guides, or case studies, to
and other experts. This positions IPM as an capture leads and provide value to potential clients.
industry thought leader.

SOCIAL MEDIA PLATFORMS NETWORKING EVENTS

● LinkedIn: Share thought leadership content, ● Industry Conferences: Attend relevant industry
updates on projects, leadership insights, and conferences, seminars, and trade shows.
company news. Engage with industry groups Consider securing speaking engagements or
and participate in relevant discussions. hosting workshops to demonstrate thought
● X: Use X (formerly Twitter) to share bite-sized leadership.
updates, industry trends, event participation, ● Webinars: Host webinars on project delivery,
and quick thought leadership snippets. Utilize industry trends, or specific service offerings.
relevant industry hashtags. Promote these webinars through social media
and email campaigns.
Social Media Tools
PAID ADVERTISING PLATFORMS
SOCIAL MEDIA MANAGEMENT
● Audience Targeting: Social media advertising platforms
● Scheduling: Platforms such as Hootsuite or allow you to define highly specific audience segments
Buffer to efficiently schedule content based on demographics, interests, and behavior. This
calendars. precision ensures that your ads reach the most relevant
● Monitoring: They provide features for audience.
monitoring social media conversations, ● Performance Tracking: Advertising platforms provide
mentions, and hashtags. detailed metrics such as click-through rates (CTR),
● Analytics: IPM can track key performance conversion rates, and return on ad spend (ROAS). Use
metrics such as engagement rates, follower these insights to optimize ad campaigns for better
growth, click-through rates, and more. results.

CONTENT CREATION SOFTWARE ANALYTICS & REPORTING TOOLS

● Visual Appeal: Create graphics that match ● Social Media Analytics: IPM can use native
IPM’s brand identity. analytics to track metrics or third-party analytics
● Consistency: Templates in these tools ensure tools like Sprout Social or Socialbakers for more
brand consistency across posts. This comprehensive data analysis.
consistency enhances brand recognition and ● Custom Reports: Create customized reports that
professionalism. highlight key performance indicators (KPIs) aligned
● Multimedia: These tools support various with IPM's social media objectives. Regularly share
content types, including images, videos, and these reports with the team for insights and strategy
infographics. Diversifying content keeps the adjustments.
audience engaged.
 13
Execution
Framework
6-Month Integration Plan Overview

MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6

Integration Kick-Off

Internal Communication and Training

External
Communication

Branding

Thought
Leadership

Engagement

Evaluation and
Adjustment
Month 1: Integration Kick-Off

WEEK 1 WEEK 2 WEEK 3 WEEK 4

Integration Kick-Off

Branding and Visual Identity

Thought Leadership Content

Communication Strategy Finalization

Month 2-3: Internal Communication and Training

WEEK 1-2 WEEK 3-4 WEEK 4-5 WEEK 7-8

Employee Training

Internal Launch

Office Rebranding

Website Update
Month 4: External Communication and Branding

WEEK 1 WEEK 2 WEEK 3 WEEK 4

External Communication
Preparation

Online Presence Update

Thought Leadership Content Promotion

External Communication
Launch
Month 5: Thought Leadership and Engagement

WEEK 1 WEEK 2 WEEK 3 WEEK 4

Thought Leadership Initiatives

Ongoing Engagement
Month 6: Ongoing Evaluation and Adjustment

WEEK 1 WEEK 2 WEEK 3 WEEK 4

Initial Data Collection and Feedback

Review of Communication

Social Media Strategy Analysis

Strategy Adjustment Planning and Reporting

THANK YOU