香港英文房产提案-St.GeorgeBuilding

1、Integrated Communication Plan for the Launch of the St. George BuildingPrepared for : Allied Properties (HK) Ltd.AgendaIntroduction and Strategy10minCreative 45minPR Program15minInteractive Program10minMedia Plan10minTOTAL90MINAgency TaskTo create an ever-lasting value for the St.George Building and

2、 a successful sales record ! Property Market UpdateSatisfactory results of land auction reflected confidence regain.According to the Land Registration, there were over 58,800 property transaction of HK$150 billion in the first half of 1999. 4% increase in number of transactions and 3% drop in terms

3、of value, as compared with the second half of 1998.It indicated that most of the transactions were from middle-to-low segment. Property Market Update (contd)The average value of a transaction was HK$2.56million in the first half of 1999. There was a drop of 8.24% as compared with the second half of

4、1998.Competitive FrameworkDistricts:Kadoorie Hill vs the PeakRepulse BayKau To ShanOur edges:CommonPrestige value of living in a fashionable districts+ Niche:Convenient city center locationCompetitive Framework (contd)The St. George Building vs Traditional houses at Kadoorie Hill :Additional element

5、s:modernnewcontemporarysuperb hotel-styled management“home-office” facilitiesadvanced facilities in gym ie sun lightindoor swimming poola Jaguar .Potential Target GroupDemographicsAged 35 or above, married couples with kidsHigh income group. Probably are the businessmen , senior executives, professi

6、onals and entrepreneurs. Even property investors.Potential Target GroupsPsychographics :EducatedIntellectual Open-minded Had achievement in life.Appreciate high value product not only in terms of cash value but in true value. Look for quality stuffs and know how to enjoy life.Have avant-garde taste.

7、Potential Target GroupsNot up-starts. They are truly affluent people and exposed to the world.Believe in Location , Location , LocationFamily oriented - they are the next generation of the elite class of the society, so they are especially conscious about the future development of their next generat

8、ion. Anything behind St.George Building ?Intangible Values.WesternStylishCultural Honorable Heritage St. George Building Tangible Values. 360 panoramic viewBest school networkCarpark Ratio 1:1.5 Rare tranquility and greenery in the heart ofKowloon.Special luxury package Large units sizes 2000 - 3000

9、 sq.ft St. George Building Prestigeous & convenient location at Kadoorie HillCore ValuesSt. George BuildingModern outlookSuperb mgtserviceIndoorswimming poolLarge flatsAdvanced clubfacilitiesTraining programswith famous trainersTallJaguarKadoorie HillPrestigeHeritageGreeneryHonorableStylishConvenien

10、cePanoramic viewSelling StrategyPrice is not a key issue.Value (of living comfort, of convenience, of investment) is everythingBest support to Genuine Value:LOCATION, LOCATION, LOCATIONKADOORIE HILL+MODERN CONTEMPORARYLIVINGOur Proposition St. George Building sets the highest standard of prestigious

11、 ideal home for a new generation on Kadoorie Hill. (The Tregunter on the uncomparable Kadoorie Hill.) 360 Communication StrategyTVCRadioAdvertorial / WrapperPrint AdSt. George Building OutdoorBillboardVCD/ Sales Video/BrochurePRInteractiveProgramsPublic Relations Activities forSt. George BuildingPR

12、ObjectivesTo support advertising in communicating Kadoorie Hill as the oasis of Kowloon - a place well recognised to house the rich and famous, in the past, now and in the futureTo create momentum and interest in the property before the launchTo create noise and traffic for the launchPublic Relation

13、s Approach Building PrestigeRationalExperimentalInteractivePre-launch Programmes to build prestige for Kadoorie Hill & St. George Building“Kadoorie Hill Walk For A Million”加多利山名人慈善百萬行An event involving millionaires for a charity walk on Kadoorie Hill Definition for millionaires can be very broad:the

14、 rich and famous annual income over $1millionSt. George Building will be the event start/finish pointRecommend to work with Tung Wah or Po Leung Kuk and have their committee members involved in the walkRoad Show at Private ClubsA small scale exhibition at selected prestigious private clubs is recomm

15、ended in order to reach out to target audiencesRecommended private clubs are:Kowloon ClubKowloon Tong ClubClear Water Bay Country ClubAberdeen Marina ClubYau Yat Chuen Country ClubJaguar Car ParadeAn event to announce the special Jaguar offer30 Jaguars will parade from Kadoorie Hill to Tamar The dri

16、ver will be a professional elite (lawyer, doctor, architect,etc.), accompanied by his/her partnerAn opening ceremony will be held and the press will be invited Suggest to invite TV celebrities who have played popular professional roles in TV dramasJunior Elite Art GalaAn event designed to position S

17、t. George Building as a home for those who want their kids to become elite of the next generationIn order to publicise our Elite Art Class for junior tenants, we will organise a special art gala to be performed by students of Jane Wang and Tai Zi-chungSt. George Building will be the sponsor of this

18、eventPre-launch Media ProgrammesBusiness/General interest/Lifesytyle media: HKET HKEJ Ming Pao Sing Tao Daily Apple Daily Oriental Daily News Oriental Sunday Next MagazineProvisional angles: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Launch ProgrammesShowflat Private Preview SessionsTo be jo

19、intly organised with selected clubs and credit cards/banks for their membersGood wines and cigars will be served during the session while a Jazz band will play live musicThere will be a lucky draw for all participants and the prize is a Jaguar S-typeSpecial Arrangement at Showflat3-D Entrance Backdr

20、op at ShowflatIn order to create awareness and draw traffic to the showflat, we will put up an eye-catching 3-D backdrop at the entrance of the Allied Kajima Building where the showflat is locatedThe 3-D backdrop will highlight the selling points of St. George BuildingSpecial Arrangement at Showflat

21、Display of Precious Art PieceDisplay of precious items like Cheung Dai-chins paintings, antique pocelains or others Can source the display products through personal contacts, Christies, Sothebys or other galleriesThere should be at least one item in every room (except store room) of the showflatSecu

22、rity is an issue but will also be a media topicSpecial Arrangement at ShowflatCelebrity V/O TapesCommission Sally Yeh and Ah Lam to produce a V/O tape and have it played in the showflat, alternate with musicSuggested content:they have always wanted to move to Kadoorie Hill, to be close to their good

23、 friendspositives about the areathe good things about St. George BuildingSpecial Arrangement at ShowflatDecoration By SocialitesGet a few of the high society ladies to arrange the table setting, beddings and toiletries of the showflatThere will be a small tent card to acknowledge their workPre-event

24、 publicity will be arranged for thisLaunch Media ProgrammesProperty media: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Provisional angles: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Launch Media ProgrammesBusiness/Generalinterest/Lifesytyle media: HKET Ming Pao Sing Tao Daily

25、 Apple Daily E&T Magazine Next Magazine 天地最前線 今日睇真DProvisional angles: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PR BudgetItems Consultancy Fee OOP/3rd Party Prelaunch & launch media activities180,000 50,000(3 months)Launch ProgrammesAntique display 80,000500,000 Sally Yeh/Ah Lam V/O A/C200,000Sociali

26、tes involvement 40,000200,000Private preview sessions100,000100,000Interactive600,000-OgilvyInteractiveWorldwideHK Internet users todayInteractive StrategySales LaunchWebsite development - background and sales infoBanner advertisingCD Rom distributionSearch engine registrationNewsgroup messagingProm

27、otion / Residents privilegeWebsite development - residents siteIn-house Internet accessHomepageBanner ad - Sales PhaseTo drive traffic to St. George WebsiteSelection CriteriaSite Performance/ Research Data/ ContentPotential SitesSt.George BuildingBanner links to St. George website(e.g.) .hkCD RomThe

28、 sales CD Rom can contain information such as:Background information of the buildingVirtual tour of surroundings with info on schools, transportation, recreational facilities, shopping arcades etcBuilding / club house facilities intro3-D “SIM-flat” - user can try putting furniture into roomsLink to

29、website to show “community” within the buildingSales / contact informationSearch Engine and NewsgroupSearch engines are tools on the web for finding information. E.g., Yahoo, Excite, Infoseek.Search information by keywordEnsure that the St. George Building website can be easily found by interested p

30、arties.Newsgroups are discussion forums on different topicsIncrease publicity and exposure by intentionally posting positive messages in the related groupsSearch EngineEnter text for searchNewsgroup MessagingIn-house Internet Connection“Intelligent building” concept providing fast and steady connect

31、ion to every flat Built-in Internet connection in the buildings will enable each family to have instant access to the St. George building website and its members IntranetThis concept has been implemented in a few buildings in HKHighly beneficial to our target customers.Media RecommendationRole Of Me

32、diaTelevisionCreate noise levelProject atmosphere and imageNewspaperDetailed elaborationUpmarketMagazineOn-target coveragePrestigious ImageRole Of MediaInternetFast-growing mediumReaching educated segmentRadioReaching Driver SegmentMaximize CoverageEnhance FrequencyOutdoorMedia SchedulingMedia Sched

33、ulingUpmarket magazines will be used during pre-launch to generate interest among the potential targetTV with heavy frequency and long duration to create high noise levelThen, expose to newspaper ad and radio commercials on the second day to reinforce the message and obtain more informationMedia Deployment - Upmarket MagazineRacing Worldreaders are HK Jockey Club MembersGolf Digesttargets at upmarket