香港英文房产提案-St. George Building.ppt

IntegratedCommunicationPlanfortheLaunchoftheSt.GeorgeBuilding,Preparedfor:AlliedProperties(HK)Ltd.,Agenda,IntroductionandStrategy10minCreative45minPRProgram15minInteractiveProgram10minMediaPlan10minTOTAL90MIN,AgencyTask,Tocreateanever-lastingvaluefortheSt.GeorgeBuildingandasuccessfulsalesrecord!,PropertyMarketUpdate,Satisfactoryresultsoflandauctionreflectedconfidenceregain.AccordingtotheLandRegistration,therewereover58,800propertytransactionofHK$150billioninthefirsthalfof1999.4%increaseinnumberoftransactionsand3%dropintermsofvalue,ascomparedwiththesecondhalfof1998.Itindicatedthatmostofthetransactionswerefrommiddle-to-lowsegment.,PropertyMarketUpdate(cont’d),TheaveragevalueofatransactionwasHK$2.56millioninthefirsthalfof1999.Therewasadropof8.24%ascomparedwiththesecondhalfof1998.,CompetitiveFramework,Districts:KadoorieHillvsthePeakRepulseBayKauToShanOuredges:CommonPrestigevalueoflivinginafashionabledistricts+Niche:Convenientcitycenterlocation,CompetitiveFramework(cont’d),TheSt.GeorgeBuildingvsTraditionalhousesatKadoorieHill:Additionalelements:modernnewcontemporarysuperbhotel-styledmanagement“home-office”facilitiesadvancedfacilitiesingymiesunlightindoorswimmingpoolaJaguar……..,PotentialTargetGroup,DemographicsAged35orabove,marriedcoupleswithkidsHighincomegroup.Probablyarethebusinessmen,seniorexecutives,professionalsandentrepreneurs.Evenpropertyinvestors.,PotentialTargetGroups,Psychographics:EducatedIntellectualOpen-mindedHadachievementinlife.Appreciatehighvalueproductnotonlyintermsofcashvaluebutintruevalue.Lookforqualitystuffsandknowhowtoenjoylife.Haveavant-gardetaste.,PotentialTargetGroups,Notup-starts.Theyaretrulyaffluentpeopleandexposedtotheworld.BelieveinLocation,Location,Location……Familyoriented--theyarethenextgenerationoftheeliteclassofthesociety,sotheyareespeciallyconsciousaboutthefuturedevelopmentoftheirnextgeneration.,AnythingbehindSt.GeorgeBuilding??,IntangibleValues...,Western,Stylish,Cultural,Honorable,Heritage,St.GeorgeBuilding,TangibleValues...,360panoramicview,Bestschoolnetwork,CarparkRatio1:1.5,RaretranquilityandgreeneryintheheartofKowloon.,Specialluxurypackage,Largeunitssizes2000-3000sq.ft,St.GeorgeBuilding,Prestigeous&convenientlocationatKadoorieHill,,,CoreValues,St.GeorgeBuilding,Modernoutlook,KadoorieHill,Prestige,Heritage,Greenery,Honorable,Stylish,Convenience,Panoramicview,SellingStrategy,Priceisnotakeyissue.Value(oflivingcomfort,ofconvenience,ofinvestment)iseverythingBestsupporttoGenuineValue:LOCATION,LOCATION,LOCATIONKADOORIEHILL+MODERNCONTEMPORARYLIVING,OurProposition,St.GeorgeBuildingsetsthehigheststandardofprestigiousidealhomeforanewgenerationonKadoorieHill.(TheTregunterontheuncomparableKadoorieHill.),360CommunicationStrategy,TVC,Radio,Advertorial/Wrapper,PrintAd,St.GeorgeBuilding,OutdoorBillboard,VCD/SalesVideo/Brochure,PR,InteractivePrograms,PublicRelationsActivitiesforSt.GeorgeBuilding,PRObjectives,TosupportadvertisingincommunicatingKadoorieHillastheoasisofKowloon--aplacewellrecognisedtohousetherichandfamous,inthepast,nowandinthefutureTocreatemomentumandinterestinthepropertybeforethelaunchTocreatenoiseandtrafficforthelaunch,PublicRelationsApproach,,,BuildingPrestige,Rational,Experimental,Interactive,Pre-launchProgrammestobuildprestigeforKadoorieHill&St.GeorgeBuilding,“KadoorieHillWalkForAMillion”加多利山名人慈善百萬行,AneventinvolvingmillionairesforacharitywalkonKadoorieHillDefinitionformillionairescanbeverybroad:therichandfamousannualincomeover$1millionSt.GeorgeBuildingwillbetheeventstart/finishpointRecommendtoworkwithTungWahorPoLeungKukandhavetheircommitteemembersinvolvedinthewalk,RoadShowatPrivateClubs,AsmallscaleexhibitionatselectedprestigiousprivateclubsisrecommendedinordertoreachouttotargetaudiencesRecommendedprivateclubsare:KowloonClubKowloonTongClubClearWaterBayCountryClubAberdeenMarinaClubYauYatChuenCountryClub,JaguarCarParade,AneventtoannouncethespecialJaguaroffer30JaguarswillparadefromKadoorieHilltoTamarThedriverwillbeaprofessionalelite(lawyer,doctor,architect,…etc.),accompaniedbyhis/herpartnerAnopeningceremonywillbeheldandthepresswillbeinvitedSuggesttoinviteTVcelebritieswhohaveplayedpopularprofessionalrolesinTVdramas,JuniorEliteArtGala,AneventdesignedtopositionSt.GeorgeBuildingasahomeforthosewhowanttheirkidstobecomeeliteofthenextgenerationInordertopubliciseourEliteArtClassforjuniortenants,wewillorganiseaspecialartgalatobeperformedbystudentsofJaneWangandTaiZi-chungSt.GeorgeBuildingwillbethesponsorofthisevent,Pre-launchMediaProgrammes,Business/Generalinterest/Lifesytylemedia:HKETHKEJMingPaoSingTaoDailyAppleDailyOrientalDailyNewsOrientalSundayNextMagazine,Provisionalangles:望子成龍首選安樂窩九龍最佳校網區群星閃閃加多利細看嘉道理爵士傳奇一生飛越時空--探索嘉道理家族傳奇故事,LaunchProgrammes,ShowflatPrivatePreviewSessions,Tobejointlyorganisedwithselectedclubsandcreditcards/banksfortheirmembersGoodwinesandcigarswillbeservedduringthesessionwhileaJazzbandwillplaylivemusicTherewillbealuckydrawforallparticipantsandtheprizeisaJaguarS-type,SpecialArrangementatShowflat,3-DEntranceBackdropatShowflatInordertocreateawarenessanddrawtraffictotheshowflat,wewillputupaneye-catching3-DbackdropattheentranceoftheAlliedKajimaBuildingwheretheshowflatislocatedThe3-DbackdropwillhighlightthesellingpointsofSt.GeorgeBuilding,SpecialArrangementatShowflat,DisplayofPreciousArtPieceDisplayofpreciousitemslikeCheungDai-chin’spaintings,antiquepocelainsorothersCansourcethedisplayproductsthroughpersonalcontacts,Christie’s,Sotheby’sorothergalleriesThereshouldbeatleastoneitemineveryroom(exceptstoreroom)oftheshowflatSecurityisanissuebutwillalsobeamediatopic,SpecialArrangementatShowflat,CelebrityV/OTapesCommissionSallyYehandAhLamtoproduceaV/Otapeandhaveitplayedintheshowflat,alternatewithmusicSuggestedcontent:theyhavealwayswantedtomovetoKadoorieHill,tobeclosetotheirgoodfriendspositivesabouttheareathegoodthingsaboutSt.GeorgeBuilding,SpecialArrangementatShowflat,DecorationBySocialitesGetafewofthehighsocietyladiestoarrangethetablesetting,beddingsandtoiletriesoftheshowflatTherewillbeasmalltentcardtoacknowledgetheirworkPre-eventpublicitywillbearrangedforthis,LaunchMediaProgrammes,Propertymedia:HKET:新盤巡禮/樓市行情MP:樓迷世界/樓市傳真SUN:地產1/SUN盤揀宅ODN:東方產經MW:樓市專題,Provisionalangles:聖佐治大廈帶動樓市升浪再起預先登記反應超乎理想豪宅炒風再現買豪宅送名車開創城中先河豪華貴邸向高發展城中富豪又一選擇,LaunchMediaProgrammes,Business/Generalinterest/Lifesytylemedia:HKETMingPaoSingTaoDailyAppleDailyE&TMagazineNextMagazine天地最前線今日睇真D,Provisionalangles:天皇天后聚居地--加多利山買樓送車位方便無閉翳平原中的小小山丘鬧市中的世外桃源,PRBudget,ItemsConsultancyFeeOOP/3rdPartyPrelaunch&launchmediaactivities180,00050,000(3months)LaunchProgrammesAntiquedisplay80,000500,000SallyYeh/AhLamV/OA/C200,000Socialitesinvolvement40,000200,000Privatepreviewsessions100,000100,000Interactive600,000-,OgilvyInteractiveWorldwide,,HKInternetuserstoday,InteractiveStrategy,SalesLaunchWebsitedevelopment-backgroundandsalesinfoBanneradvertisingCDRomdistributionSearchengineregistrationNewsgroupmessagingPromotion/Resident’sprivilegeWebsitedevelopment-residentssiteIn-houseInternetaccess,Homepage,Bannerad-SalesPhase,TodrivetraffictoSt.GeorgeWebsite,SelectionCriteriaSitePerformance/ResearchData/Content,PotentialSites,St.GeorgeBuilding,BannerlinkstoSt.Georgewebsite(e.g.)http://www.st-.hk,,CDRom,ThesalesCDRomcancontaininformationsuchas:BackgroundinformationofthebuildingVirtualtourofsurroundingswithinfoonschools,transportation,recreationalfacilities,shoppingarcadesetcBuilding/clubhousefacilitiesintro3-D“SIM-flat”-usercantryputtingfurnitureintoroomsLinktowebsitetoshow“community”withinthebuildingSales/contactinformation,SearchEngineandNewsgroup,Searchenginesaretoolsonthewebforfindinginformation.E.g.,Yahoo,Excite,Infoseek...SearchinformationbykeywordEnsurethattheSt.GeorgeBuildingwebsitecanbeeasilyfoundbyinterestedparties.NewsgroupsarediscussionforumsondifferenttopicsIncreasepublicityandexposurebyintentionallypostingpositivemessagesintherelatedgroups,SearchEngine,Entertextforsearch,,NewsgroupMessaging,In-houseInternetConnection,“Intelligentbuilding”conceptprovidingfastandsteadyconnectiontoeveryflatBuilt-inInternetconnectioninthebuildingswillenableeachfamilytohaveinstantaccesstotheSt.GeorgebuildingwebsiteanditsmembersIntranetThisconcepthasbeenimplementedinafewbuildingsinHKHighlybeneficialtoourtargetcustomers.,MediaRecommendation,RoleOfMedia,Television,CreatenoiselevelProjectatmosphereandimage,Newspaper,Detailedelaboration,UpmarketMagazine,On-targetcoveragePrestigiousImage,RoleOfMedia,Internet,Fast-growingmediumReachingeducatedsegment,Radio,ReachingDriverSegmentMaximizeCoverageEnhanceFrequency,Outdoor,MediaScheduling,MediaScheduling,Upmarketmagazineswillbeusedduringpre-launchtogenerateinterestamongthepotentialtargetTVwithheavyfrequencyandlongdurationtocreatehighnoiselevelThen,exposetonewspaperadandradiocommercialsontheseconddaytoreinforcethemessageandobtainmoreinformation,MediaDeployment-UpmarketMagazine,RacingWorldreadersareHKJockeyClubMembersGolfDigesttargetsatupmarketandhighincomesector,MediaDeployment-TV,LaunchwithLook-Up-createcuriosityCreatehighawarenessHighfrequency(3-4spots)Longduration(Thematic-45second)ThematicvsJaguarOnPack=3:1EnglishTVisalsoemployedforon-targetcoverage,MediaDeployment-CableTV,SpotsplacementonNews1&News2On-targetprogramsuchas“PropertyOutlook”,MediaDeployment-Newspaper,SelectedTitlesSouthChinaMorningPostAppleDailyHongKongEconomicJournalHongKongEconomicTimesMingPao,MediaDeployment-Newspaper(cont’d),WrapperOnLaunchDayOnMingPaoHKET,MediaDeployment-Radio,Believedthatmostofourpotentialtargetsarecarownersanddriveforwork,thusradiospotsaresuggestedCR1andHitRadioMorningDrivingTime(0730-0900)2spotsperday,MediaDeployment-Internet,ContentSites:SCMP,SingTaoDaily,CentalineISPs:Netvigator,CTINet,PacificSupernetSearchEngine:Yahoo!HK-Business&Economy,MediaDeployment-OutdoorPanels,14’Hx48’W,SubsequenttothechangeofTunnelManagement,thedetailsissubjecttofinalconfirmation.,CrossHarbourTunnel-HKSide,MediaBudget,ThankYou!,