roseland proposal
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Marketing ProposalPrepared for:Roseland Property ManagementOctober 6, 2011
Status Roseland Management, through a confluence of events and contemporary issues, is confronted with an opportunity to examine its marketing platform:
a) Roseland Management has received an investment and an assignment to manage a portfolio of more than 1000 units from Hartz Mountain Industries, which provided a branding platform for it to be recognized as the leading provider of high-end management services. b) Roseland Management is the economic bookend for upscale rental properties in New Jersey, concluding the last cycle with Monaco in 2008 and now set to announce Harbor Village, the next significant project to deliver in 2013.c) Roseland Management has invented not only a new standard for renters by choice in New Jersey, but a new paradigm for downtown revitalization.d) Roseland Management has a critical mass of rental and marketing requirements that it has addressed as individual components, but advancements in Internet marketing and other considerations call for an examination of whether a systemic approach would be more advantageous.
OpportunityThe purpose of this document is to provide a vision for how Roseland Management can exploit its current circumstances to:
1) cultivate its branding franchise with an institutional audience of elected and appointed officials, providing an advantage in downtown and revitalization and redevelopment scenarios2) establish a branding franchise around its performance leadership directly to its target audience of tenants, allowing pricing leverage3) evolve its marketing programming and efficiency through sustained online presence to drive leasing
activity
StrategyCreating sustained, dynamic reference assets where audience
are influenced1. media relations => Axiom Communications 2. leadership reference => Case Studies Website
Module3. online presence => Axiom Media Model4. marketing => branding support and conventional
media
Institutions Resients OfficialsVehicle
Case study web site
exemplary results special places planning is a premium
Online Marketing
powerful tools assure high performance
great lifestyle, highly amenitized
endorses municipaliites
Publicity active and perfectly positioned
esteemed service & assets positive association
Marketing active and perfectly positioned
community leadership community leadership
Audience
Message Matrix
Program Element 1: Case Study Web SiteTone:Roseland Management is:
- the custodian of beneficial downtown development strategy in NJ
- the standard bearer for hospitality-level management services in highly-amenitized environments
- the preferred resource for property owners seeking an association with a branded, premium-generating management resource
Navigation:- Featured Cases as Web-borne documentaries (urban highrise,
urban mid-rise, suburban downtown luxury, third-party managed)
- New from Roseland (branded content)- News Stream (media-sourced and integrating facilitated
dialogue)
Program Element 2: Sustained Publicity Program
Targetsfinancial institutionslocal officials and opinion leadersprospective residents
Story Idea Developmentconcept-based feature development trend story opportunities from mind-
sharenews-based
Online Residential Marketing Service
Program Element 3: Activated Axiom Media Service
Search
Paid
Organic
Craigslist
Enhanced Listings
Continual Posting
Social Media
Axiom Media Channel
• News Clips• Press Releases• Conventional Marketing Materials
• Web Site
• Reference Sites
• Marketing Sites
• Social Networking Sites
and Blogs
• Video
Leverage Search Engine Value of Existing Content
Axiom Media ChannelLeverage Search Engine Value of Existing Content
Reporting
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QuickTime™ and a decompressor
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Increased Web Traffic
Increased Occupancy
Decreased MarketingExpenses
Structure
- specialized, expert services from an integrated resource
- consistent, dedicated service - contact matrix organized by function
Business Arrangement
Monthly or per-unit pricingPlatform and tool development
includedNew building burst includedBranding and collateral non-exclusiveKill fee disaster insurance