milesbrandWinslow Park

Brand Plan

Executive Summary• Plan includes strategies and tactics for an 18-month

period • Broken into 5 main sections

• July ’06 – September ’06 – Build foundation of tools• September ’06 – March ’07 – Build lead base, generate

awareness, capture any pre-sales• April ’07 – May ‘07 – Grand Opening• June ’07 – August ’07 – maintenance marketing to

maintain momentum• September ’07 – November ’07 – pick up marketing

levels for end of year push

Budget

It is recommended that the weight of the budget in the first phases of the community represent a higher percentage of the total budget than later phases to successfully introduce the community in the market.

Marketing Phasing and Budget Overview

Total Marketing Budget over 6 years = $3,950,000(2% of sales on estimated total sales)

Phase I: July 2006 – December 2007Brand Development, Pre-Launch and Launch

$1,185,000 = 30% of total budget

Marketing Phasing and Budget Overview

2008 - Maintenance/Sustaining (Phase II)$790,000 = 20% of total budget

2009 – Maintenance/Sustaining (Phase III) $593,500 = 15% of total budget

2010 – Maintenance/Sustaining (Phase IV) $395,000 = 10% of total budget

2011 – Maintenance/Sustaining (Phase V)$395,000 – 10% of total budget

2012 – Sell out (Phase VI - Last Phase)$592,000 – 15% of total budget

Phase I: 2006-2007$1,185,000 = 30% of total budget

Accounted for currently: $1,106,532 (short by $78k)

Media: $274,632 = 25% (typically 25-35%)

Agency Fees: $372,250 = 34% (typically 15-25%)

Production/Events: $459,650 = 42% (typically 45-55%)

Goals & Objectives• Create awareness in Athens market for

Winslow Park as a unique new community• Establish Winslow Park brand• Build lead base of interested parties in the

pre-launch time frame; take potential buyers out of the market

• Convert pre-sales if possible, understanding TND pre-sales are traditionally very difficult

• Establish very strong realtor relations• Sell 10 homes/month starting with grand

opening

AudiencesBy Demographic/life stage:

• Younger singles/DINKs• Estimated to be 40%• 25-45 age group

• Empty nesters/retirees• Estimated to be 40%• 55+ age group

• Families with school-age children• Estimated to be 20%• Late 20’s through 40’s age group

AudiencesBy Location:

• Local area• Gwinnett County/other Metro Atlanta• Relocation

The Alumni Factor

StrategiesStrategy 1: Build the foundation

• Now through September

Strategy 2: Build a lead base during pre-launch• September through March

Strategy 3: Grand Opening/Launch• April/May 2007

Strategy 4: Keep the momentum going• June 2007 through end of year

Building the foundation

• Web site• Outside of existing template• Minimal content to start with functionality to collect

leads• More robust sales tool for later• Plan all at once; add content as it is available• Include as much content as we can, including

community story, builder profiles, preferred vendors, floor plans, photos, pricing, maps, etc.

Building the foundation

• Community Brochure• Cornerstone collateral piece• Communicates the vision• Investment that will be used for the life of the project

• Sales Center• Start early• Determine sales critical path• Important to present unified community story

• ID Package• Letterhead, business cards, etc.

Building the foundation

• Brand Management• Covers internal project management• Periodic strategic planning meetings to assess

progress• Time for meetings, calls and travel to client location• Status reporting, financial management, etc. • Consistent, predictable fee• Fosters partnership and prevents “on the clock”

mentality

Building the foundation

• Public Relations• Editorial calendar review, editorial contact, story

pitching, press releases, story pitching, etc.• Should be an integrated part of the marketing• Recommend local resource

Pre-launch Lead Building

• Advertising• Drive people to web site• Build awareness/establish the brand• Create a buzz• Start in the fall• Print, outdoor, internet• Start with small space teasers, followed by ads that

tell more of the story

Pre-launch Lead Building• Group meetings

• Realtors and two audience groups• Combination of education, focus groups/visual

preference study, and “peer selling”

• Site signage• Sales kit• Realtor direct mail

• High-impact, 3D mailers• AAAR membership list• One per month up to Grand Opening

Grand Opening/Launch• Advertising

• Bigger push, with larger unit sizes, additional media weight; AJC insert

• Grand Opening event for consumers• Starting early April; continue over several weeks• Prize give-aways• Streetscape complete; people will “get it” once they

see• Models and sales center open by now

• Consumer direct mail• 3 part series to announce grand opening

• Realtor VIP event

Keep the momentum going• Advertising

• Lighten up a little during summer; heavy up in fall• AAAR participation

• Sponsorship of monthly membership meeting at minimum

• Meeting presentation, with educational topic on TNDs or retiring in college towns

• Resident Referral program• Give an incentive to tell their like-minded friends and

colleagues about us• Realtor Rewards program

• Give incentives for multiple sales• Realtor Advisory Board

Media Recommendations• Newspaper

• Athens Banner-Herald• Sunday real estate section – Homefront• Online site• Supplements

• Neighborhood Guide (published in October)• A Guide to Buying and Selling (published in March)

• Start with teasers for 5 weeks in September/early October; follow with full page ads through March and double-page spreads for Grand Opening

Media Recommendations• Newspaper

• Atlanta Journal-Constitution• 4-page, full color zoned insert• For Grand Opening time frame only• 3 insertions over 6 weeks• Will drop in Clarke and Oconee county subscriber and

news stand copies, plus Gwinnett county• Minimum of 50k per drop

Media Recommendations• City and Relocation Guides

• Flagpole Guide to Athens• 50,000 circulation in hotels, stores and news stands• Free publication• City guide intended to orient readers to the city• For visitors and residents• 4-color, full page ad recommended• Annual guide – missed 2006; 2007 issue included in

recommendations

Media Recommendations• City and Relocation Guides

• Chamber of Commerce Quality of Life Guide• The premier guide for tourists, visitors, new residents and

businesses, Inside Athens is a 64 page full color magazine published annually by the Chamber

• Recommended to reach potential relocators including empty nesters and retirees

– 10,000 copies are distributed via the Athens Welcome Center, the UGA Visitors Center, Convention & Visitors Bureau and the Athens Area Chamber of Commerce, major employers, athens.com, and via mail to annual inquiries

– 2006 Guide will have sections by topical area (Living/Real Estate, Shopping, Education, Healthcare, Arts/Entertainment, etc.)

– Full page, 4-color recommended for maximum visibility• Note: This magazine will be published in November.

Space deadline was June 15, however the publication has given us an extension until July 11

Media Recommendations• City and Relocation Guides

• Convention & Visitors Bureau Official Visitors Guide• Circulation of 100,000• Distributed at welcome centers, hotels, restaurants,

real estate offices, and banks throughout the area• Published annually in August• Small format “brochure” size, glossy • Full-page, 4-color insertion is recommended to insure

awareness among visitors, potential re-locators, and realtors

• 2006 issue is past close. Only the 2007 issue is included in this plan.

Media Recommendations• Business Magazine

• Business Athens• Monthly publication of the Athens Area Chamber of

Commerce distributed to Chamber of Commerce members and Athens Banner-Herald subscribers as well as on-line

• Published the first Sunday of every month• Full page, 4-color insertions are recommended in April

and May to support the Grand Opening and insure reach among the business oriented audience that may not be exposed through traditional real estate ad placements

Media Recommendations• Lifestyle Magazine

• Athens Magazine• Lifestyle magazine of Northeast Georgia• Offers a balance of informative and entertaining articles of interest to people in

the area featuring local scenery, music, history and arts• Published bi-monthly• In each issue, readers will find timely feature stories in addition to departments

including Cityscapes, Profiles, Greenthumbs, Homestyle, Out & About, Calendar and more

• In addition, the publication features a number of special sections throughout the year, including Home and Interior Design, Golf Courses, Dining Guide and Businesses of Distinction

– Insertions in Athens Magazine will begin in November and continue through December 2007, except for JulyAugust issue

– Full page, 4-color insertions are recommended to provide creative impact

– 2 page spreads recommended for the March/April and May/June issues

– An insertion in the annual Home & Design Advertorial section is also recommended in March of 2007

• Advertorial includes full-page of advertising plus feature story

Media Recommendations• Home Buyer Print

• Homes and Land of Athens• Monthly magazine targeting potential home buyers in and

around Athens• Distributed free, indoor and outdoor racks are in high traffic

locations including grocery stores, hotels, restaurants, financial centers

• Publication also direct mails the owner of every advertised property a copy of Homes & Land Magazine

• Full page, 4-color insertions are recommended each month from September, 2006 through December, 2007 to insure the Winslow Park message reaches consumers whenever they are in the market to buy

• A rate proposal has been requested but not received. Dollars allocated on the budget are place holders only

Media Recommendations• Home Buyer Print

• The Real Estate Book• Utilizes a combination of print and on-line to generate

cost effective leads• 20,000 copies distributed monthly in Athens• Approximately 1,000 distribution points included over

300 real estate offices• Also sent to potential relocators • Advertisers in the Real Estate Book also appear in the

realestatebook.com at no additional charge• Rate includes double page spread ad

Media Recommendations• University of Georgia Football Marketing

• Placeholder budget had been included• Opportunities are numerous, and pricing isn’t given

until we tell them what we’re interested in• Opportunities range from in-stadium signage,

program advertising, and events

UGA Football Options

• Static Panel• One (1) of twelve static panels located on stadium

fascia on the East End Zone, North Sideline, and South sideline. (Approximate panel size 3.5’ x 20’)

• LED Board Full Stadium Digital Message Center• Corporate name, logo and/or message displayed on

576 ft. of LED digital message boards on stadium fascia.

• Locations: North Sideline (4' x 250'); South Sideline (4' x 250') and Main Scoreboard (6' x 76') – Guaranteed

• 10 minutes in-game & 10 minutes pre/post game.

UGA Football Options• Video Board Replays

• Presenting sponsor of at least six (6) replays per game, including on-screen logo presence throughout

each replay.

• Video Board Feature• Entitlement of one (1) unique video board feature

per game (i.e., starting line-ups, fan contest, trivia, player of the game, etc.), including on-screen logo presence throughout promotion, as well as opening and closing bumper

UGA Football Options• Game-Day Promotion• Opportunity for product display, sampling, contest or

couponing in and around Sanford Stadium at one home game

• Game Day publication– Full page, ½ page, and ¼ page ads available

UGA Football Options• Team Posters and Schedule Cards

UGA Football Options• On Line Advertising Banner • Advertising run throughout site providing fans with a

link to sponsor's website; (IAB • Standard ad units- 728 x 90 , 300 x 250, and 120 x

600); minimum ad buy of • 250,000 impressions ($2,000)

• On Line Content Sponsorship Level• Presenting sponsorship of a unique content

feature/ interactive promotion; permanent text link under the "promotions" navigational bar throughout the entire site with a direct link to promotional page; 1,500,000 guaranteed leader board impressions to promotion content feature; promotional text and link included in weekly e-newsletter.

Media Recommendations• UGA Alumni

– The University of Georgia also has an active alumni association which supports the academic excellence and traditions of the University

– Based on the emerging trend of empty nesters choosing to live in college towns, this alumni audience could be a good fit for Winslow Park

– Information on advertising opportunities has been requested but not yet received

• A budget line item has been reserved as a place holder to allow relevant advertising opportunities to be reviewed and added to the plan at a later date

Media Recommendations• Outdoor

– Recommended to provide complete market coverage against all target groups as well as consistent day in, day out reminder advertising

– Bulletins (14’ x 48’) provide larger than life impact and high visibility with placements on major arterials

• A Rotary program is recommended to garner the highest possible reach and awareness over time

– Includes 1 bulletin per month– Location changes every 60 days to

achieve complete market coverage– 6 total locations over a 12 month

contract

Rotary Locations

Media Recommendations• Permanent Boards

• On top of the rotary program, a permanent bulletin is recommended on Atlanta Highway

– Location Description: G312; Atl Hwy @ Commerce Blvd. Intersection LHR FW– Size: 10’6” X 36’– Illumination: Yes– Daily Effective Circulation: 28,000– High traffic area with BMW & Dodge dealerships and Ga. Square Mall– Between Hwy. 316 incoming Atlanta traffic and Downtown Athens– Sold on a 12 month contract

• Also recommend one additional permanent board, at location to be chosen.

Media Recommendations• Online

– An online presence is also suggested to help reach light media users and people actively searching for new home options

– Although an online presence is included as added value with several of the print placements, additional on-line specific advertising opportunities will help extend the reach and delivery of the campaign

• Athens Banner-Herald – Provides information about Athens and Northeast Georgia. It includes

sections devoted to real estate, as well as the University of Georgia sports, the Athens music scene employment, etc.

– Site has received several distinctive awards included Best Online Newspaper Site for papers with circulation less than 75,0000, The Eppy Award for Best Newspaper Website, and the First Place Newspaper Web Site from the Georgia Press Association Better Newspaper Contest

• Several advertising options are available including– Tower ads on the right hand side of the screen – Button ads on the Real Estate home page– Banner positions that rotate within story pages– Block ads that rotate within story pages

Media Recommendations• Tower ads are recommended

– Ads rotate with up to 12 other advertisers

– Placements appear throughout every page of the site

– Receives the greatest exposure of any option with a guarantee of 100,000 impressions per month

• Button ads in real estate section do not receive a traffic guarantee. Delivered only 42,000 page views during the month of May

• Banner and Block ads still rotate among all content and do not offer specific targeting but deliver substantially less exposure with only 35,000 guaranteed monthly impressions

– All placements are sold on a 12 month contract

– A 6-month opt-out option is available

Media Recommendations• Keyword placements on the Web

also offer an efficient way to reach a specific audience within a set budget

– By buying specific key words and phrases, text ads can be placed on search engines such as Google, Yahoo and MSN that appear only to individuals who are looking for information regarding the purchased key words

– Advertisers pay only when an individual actually “clicks” on the text ad and is linked to the advertiser’s website.

• Text ads appear on the top and side of the search engine screen with exact location determined by how much each advertiser is willing to pay for the “click” as well as the click-thru-rate the advertisement receives

Key word text ads

Media Recommendations• Online

– Reaches both residents and non-residents looking for real estate in and around Athens

– Budgets may be set an any level. Initial budget line item set at $250 per week

– Recommend initial maximum cost-per-click bid of $2.50• Budget may be revised based on initial placement results and

number of clicks received• Goal to provide placement in top 1-3 positions

– Note: Actual schedule may deliver less than the $250 weekly budget amount based on actual web searches but will never go higher unless budgets are revised

– Winslow Park may not appear on all searches. Message will cease to be served each day once the daily maximum budget has been hit

– Text ads contain:• 25 Character Headline• Up to 70 character description• URL

Media Recommendations• The Chamber of Commerce

has a newly designed website (athensga.com) that offers an opportunity to reach future residents and businesses before they arrive– Chamber of Commerce is

often the first stop for individuals and business looking to relocate

• Sold on a 12 month contract• Rates range from $50 to $715

per month depending on position and pages

– Delivers approximately 80,000 impressions

• Allocating small monthly investment in recommended plan

Media Recommendations• A contingency fund has also been held as a

budget line item to allow for– Rate increases and schedule changes through 2007

• Several rates included in the plan are line item estimates since exact proposals have not yet been received

– Funding of additional advertising or promotional opportunities that may arise

milesbrandWinslow Park

Brand Plan