广告策划案例-鸿瑞熙龙湾整合营销推广策划案

城市岛居湾岸筑品鸿瑞熙龙湾整合营销推广筹划案2欲知花岛处，水上觅红云。奉和虢州刘给事使君三堂新题?二十一咏·花岛?前言隔着宽阔的江水，无法看清花岛的真面目，只是隐约可见远方似有一片红色的云彩，那就是花岛的具体位置。远望如红云，那么近处其花之繁盛可以想见：沐浴清晨的阳光、轻盈悠闲的白鹭、波光粼粼的河面、郁郁葱葱的河岸，还有那连接城市的桥廊……“熙〞在汉语词典中意为“振兴、光明〞，“熙龙湾〞顾名思义即巨龙腾飞。鸿瑞熙龙湾位于中江大道中断西侧，紧邻芜湖市一中新校区，芜湖市首座“城市湿地公园〞紧靠工程北侧，在鸿瑞熙龙湾可以将波光粼粼的湖面尽收眼底，更能体会落霞与孤鹜齐飞的迷人意境……熙龙湾三面临水，天然岛屿，原生湖景与人工湖景相辅相称，全面呈现“城市岛居、湾岸筑品〞的高尚生活模式。水景地产,特色别墅,宜居生态地产工程紧邻三千多亩的湿地公园，具有优质自然生态水景，将带给江城人民高端的原生态湿地生活方式。在市场调查分析根底上，我们把熙龙湾天然赋予的岛屿附上“优雅、浪漫、闲适、唯美〞的岛居理念，将城市高知阶层的需求用岛居的方式演绎，实现建筑、环境与人居的和谐统一。注重培养消费者“岛居价值观〞，用新居住生活方式的居住理念，通过事件营销〔岛居文化研讨会等〕和体验式营销〔样板房〕，与最有价值的消费者保持长期的紧密联系，树立熙龙湾新生活、高品质的品牌形象。本筹划案以整合营销为策略重点，让客户尽可能的了解鸿瑞·熙龙湾，充分诠释、解读工程的价值，促进产品销售；极大提高鸿瑞·熙龙湾商品的知名度和认知度。加强社会公众对鸿瑞房产和熙龙湾品牌的印象，提高企业的美誉度，树立企业良好的形象。3第一章背景梳理1、熙龙湾三面环水的优质环境资源···················································································72、区域内楼盘集中上市竞争剧烈·······················································································83、目标客群锁定稳定资产层································································································94、SWOT分析·······················································································································10第二章悦居：推广策略1、全面打造城市岛居概念·····································································································112、“以我为主〞的竞争策略······································································································143、双线并行的传播总策略······································································································154、以事件营销为主的区域营销战略····················································································165、先声夺人的营销推广步骤······························································································176、小众制胜群众为辅的媒介推广战略··················································································18第三章悦动：活动营销1、全方位的推广宣传开启岛居元年····················································································202、岛居之悦初创品牌形象··································································································243、心悦之享打造品牌意境···································································································27第四章悦品：视觉表现1、厚重沉稳的logo设计········································································································282、各媒体设计表现··················································································································293、应用系统表现······················································································································30第五章营销费用总预算总营销运算····························································································································32目录4表一提纲摘要·································································································································6表二楼盘户型·································································································································7表三竞争对手·································································································································8表四城市岛居概念表·····················································································································11表五双线并行策略·······················································································································15表六广告推广体系·······················································································································15表七

工作安排表··························································································································26表八媒介安排表····························································································································27表九总营销费用····························································································································30图表目录图一熙龙湾规划图····································································································6图二熙龙湾区域图·······································································································6图三社会结构体系模拟图···

·······················································································8图四桃花岛示意图······································································································11图五优雅岛居示意图···································································································11图六熙龙湾半岛示意图································································································14图七四面环水示意图·································································································14图八熙龙湾推盘图··········································································································17图九主持人效果图·····································································································17图十熙龙湾导游车示意图····························································································19图十一熙龙湾停车指引员示意图·······················································································19图十二熙龙湾迎宾员示意图·······························································································19图十三熙龙湾生态示意图①·······························································································22图十四熙龙湾生态示意图②······························································································22图十五熙龙湾报广图······································································································29图十六熙龙湾高炮图①·····································································································29图十七熙龙湾高炮图②·····································································································29图十八熙龙湾户外大牌图···································································································29图十九熙龙湾路牌广告图··································································································30图二十熙龙湾网络广告图···································································································30图二十一熙龙湾延展-售楼部······························································································30图二十二熙龙湾延展-手提袋图····························································································30图二十三熙龙湾延展-售楼部图····························································································31图二十四熙龙湾延展-书图···································································································31图二十五熙龙湾延展-小区标志牌图······················································································31图二十六熙龙湾延展-小区图·································································································3156认识自我明确目标制定策略采取行动形象包装视觉表现目标市场传播策略执行方案传播目标产品梳理产品概念目标人群竞争策略推广方案表工作执行表推广策略产品符号市场导入建议形成推广体系营销策略logo现场包装广告例如提纲摘要表一提纲摘要表7图一熙龙湾规划图图二熙龙湾区域图1、熙龙湾三面环水的优质环境资源

未来居住中心如今地块周边有东部星城、东方红郡、大观花园等目在建、在售，根据国土资源局土地出让方案显示，未来，城东将是芜湖的土地出让主力区块，是未来的住中心。产品类型：高层、排屋、花园洋房主力户型：120平米以下，别墅216-336平米。总户数：704户第一章背景梳理表二楼盘户型表82、区域内楼盘集中上市竞争剧烈未来一年中，城东新区潜在供给量较大，将会集中上市亮相，这种竞争态势也为本案提出了操作要求：必须走一条“和而不同〞的推广路线。“和〞即凭借众多工程的纷纷亮相，一同制造区域地块的利好声势。“不同〞的是，必须强调工程自身的特点和品牌优势，而防止单纯的低层面产品价格竞争。表三竞争对手分析表93、目标客群锁定稳定资产层财富顶层稳定资产层富裕市民阶层市民阶层赤贫阶层

图三社会结构体系模拟图本案的产品价值与特征直接决定了目标客群的阶层取向。他们来自于社会经济体系中接近层峰的局部〔也有局部客户来自新资产层〕。在积累财富的过程中，他们已经进入到财富的稳定期或拥有稳定的财富收入，故经济体系又将其称为：稳定资产层。他们心目中的天堂前三位的是“风光宜人的夏威夷〞、“优雅的巴黎〞、“闲适的威尼斯〞，可以发现购房者对自己独特的见解，他们有品味，对闲适、优雅、环境优美的生活青睐有加。他们看重的生活要素主要是健康、自然、有品位和典雅、宁静。10

4、SWOT分析111、全面打造城市岛居概念城市公园岛居第二章悦居：推广策略鸿瑞熙龙湾紧邻湿地公园，水域面积大、生态资源良好，是个鸟语花香的好地方，而且它到芜湖市政府只有1.3公里，到未来的城东CBD只有1公里，这里是独一无二的！紧邻中央公园和沿湖生态湿地，全面打造的高端住宅工程。依托产品和景观资源，改变游戏规那么，高调营销，打造新的生活方式，重新制定区域居住价值属性，强化区；对全市营销，制定自身价值体系，让熙龙湾的入市惊艳芜湖，领袖城东。表四城市岛居概念表12岛：四面环水的小块陆地成为岛屿。其中面积较大的称为岛，如我国的台湾岛；面积特别小的称为屿，如厦门对岸的鼓浪屿。聚焦在一起的岛屿称为群岛，如我国的舟山群岛。而按弧线排列的群岛又称岛弧，如日本群岛、千鸟群岛等。三面临水，一面和陆地相连的称半岛，如阿拉伯半岛。岛居：自古为中外高人雅士所喜爱。岛居豪宅，更是有价无市。?福布斯?杂志评出“全美十大顶级豪宅〞中，有3座坐落于半岛——纽约半岛。全球目前最流行的购房活动——买岛。许多人无法在现实生活中实现，但也不阻碍他们对岛居的虚拟设想，最著名的岛主——痴情而又飘逸的桃花岛主黄药师黄东邪。岛居，一直是人们的终极置业梦想。图四桃花岛示意图图五优雅岛居示意图13半岛四面环水，名曰岛现在熙龙湾可以实现你的岛居梦想“智者乐水，仁者乐山〞，亲水、亲地，是人与生俱来的特质。人们都希望能在自然流动的水边滋养智慧，过滤心灵。城市规划的半岛区域及工程规划设计的岛居理念，让熙龙湾拥有了得天独厚的自然资源环境。芜湖岛居规划熙龙湾的岛居规划理念根据?芜湖市城东新区规划图?，放开局面，从整个区域图来看，熙龙湾所处的区域三面临水，名副其实的是一个半岛。熙龙湾创造独立的小岛，让居住环境更高品质，更优雅，更生态。湖畔半岛。引入水系，让更多的地块变成半岛式，丰富景观，优化环境。图六熙龙湾岛居示意图图七四面环水示意图142、竞争战略15形象推广熙龙湾的高端形象卖点介绍感性诉求话题炒作岛居的居住方式理念导入理性诉求3、双线并行的传播总策略针对工程的特殊性，确定本案双线并行的推广策略，即明线、暗线结合，同时进行广告投入和事件、活动营销，以求到达最正确的传播效果。表五双线并行策略表广告投放事件/活动预告活动提供内容消费者获知致电售楼人员

售楼处/会所/样板区产生兴趣直接前往在会所/现场举行购买产品口碑传播购后传播充分认知新客户新客户致电或前往售楼处新客户参与下一轮活动产生兴趣表六广告推广体系16所谓事件营销，是指企业通过筹划、组织和利用具有新闻价值、社会影响以及名人效应的人物或事件，吸引媒体、社会团体和消费者的兴趣与关注，以求提高企业或产品的知名度、美誉度，树立良好品牌形象，并最终促成产品或效劳的销售的手段和方式。成功的事件营销，关键在于影响力及表达工程的价值点，即在一个集中的节点，将制造和传播事件的影响力，引起各行业各精英对本工程的关注。4、以事件营销为主的区域营销战略事件一：?熙龙湾岛居体验酒会暨新品发布会?事件背景：工程开盘事件内容：熙龙湾产品发布及签约酒会。事件对象：通过熙龙湾邀请登记客户。事件的目的和出发点：通过设置高端传播议题，到达内部传播渠道和外部传播渠道的深度整合，最终将开盘事件〔或成功开盘的信息〕水到渠成地公之于众，形成极其有利于扩大工程影响力的连锁效应。活动地点：熙龙湾会所事件二：?芜湖城东开展规划&岛居文化研讨会&大型论坛?事件背景：工程知名度建立事件内容：芜湖城东开展规划，详细解读程度的开展规划、湿地公园、未来前景等事件对象：通过芜湖政府部门、芜湖知名人士、芜湖重量级人物的讨论及演绎。事件的目的和出发点：通过邀请名人，吸引关注；通过政府部门及官员详细对城东区域的详细解读以及报纸、电视等媒体的跟踪报道，形成极其有利于扩大工程影响力的连锁效应。活动地点：熙龙湾会所175、先声夺人的营销推广步骤一部具有精彩开头的电影，才能让消费者更有信心和激情期待整部电影；熙龙湾，牵手鲁豫有约节目、著名影星葛优先生，助力鸿瑞强势发声，讲述国际湿地生态生活的故事和理想，树立起工程高端、生态的生态住区形象；同时先期推售占据最正确景观、最正确区位的排屋房源的房源，一炮打响，在社会上形成良好的口碑，提升了熙龙湾的社会形象及楼盘知名度，在短时间内夯实公认芜湖地位。图八熙龙湾推盘图工程前期形象高调启动；现场高端明星阵容，葛优的良好形象代言，树立起工程高端、生态的住区形象；邀请芜湖政界领导，现场进行湿地公园的未来规划展望，塑造工程未来区域的价值，扩大市场影响力；凤凰卫视主持人-陈鲁豫：知名度高，既是嘉宾又是主持人，携手葛优，鸿瑞熙龙湾讲述一个关于湿地生态的故事。图九主持人效果图186、小众制胜群众为辅的媒介推广策略针对性小众媒体选择建议高端的客户，就是一个目标客户的圈子。针对这个圈子，有针对性的投放广告。媒体选择:DM,小册DM投放形式：以实名制的形式，直接将工程小册寄送于目标客户。小册投放形式：与银行、高端车行合作，资源共享，将小册直接置放在银行、高端车行中，或通过各公司以会刊等形式寄送于客户群手中。同时小册以故事表达的方式把工程细节娓娓道来，从而使目标群体对工程产生价值感。产品营销推广中的要点：细节展现产品品质：置业参谋最具竞争力的解说、极致的销售效劳体系、高品质的气氛营造置业参谋解说：关于产品竞争力，置业参谋的解说好坏直接决定客户心目中的价值排序。本工程的岛居生活但凡，凸显工程高端价值的方式就是通过销售与客户接触时生动的一对一的解说。“岛居生活目前在全世界也只有少数人能享受的岛，而且是都是国际最顶尖的认识，芜湖真正的岛居生活也就是我们工程。〞诸如此类的针对细节的说辞将贯穿讲解始终，客户从没有接受过如此生动的解说，怎能不被打动？销售效劳体系：将效劳做到极致，脱离市场的同质化竞争，舒心的客户体验成为客户购置的核心因素。在竞争剧烈的芜湖城东市场，拥有多个为人认可楼盘，在品质、规划、产品等多个方面各楼盘均处于同质化竞争态势中；在这样的背景下，极致的销售效劳体系将是工程脱颖而出的关键。其销售效劳体系贯穿客户购房流程的每一个细节环节，客户也亲身体会到在此购日后会享受到的效劳，这种效劳成为客户购置该工程的重要因素；气氛营造：在销售的过程中，现场气氛对购房者有着极大的影响。需要有与之匹配的品牌的气质支持，使其为工程形象的树立提供形象支持，使消费者有一个可感可知的销售现场。19配备高档看房车，增加工程的品质感及尊贵感。停车指引员，佩带耳

麦，引导客户停车同

时通知售楼处准备迎

接贵宾。管家式迎宾，在售楼处门口安排独立的迎宾或规定销售人员在门口迎接。图十熙龙湾导游车示意图图十一熙龙湾停车指引员示意图图十二熙龙湾迎宾员示意图气氛营造201、全方位的推广宣传开启岛居元年阶段主题：开启城市公园岛居元年阶段任务：强势出击市场，以核心利益点直接吸引市场的关注认同，产生偏好度，快速积累意向客户；期间包含展示中心以及房交会等一系列活动持续打击市场，配合群众渠道的全方位的推广宣传，高调揭幕工程的第一战。阶段重点：售楼部开放、房交会媒介选择：报纸广告产品出发，区域覆盖，扩大知名度。户外广告围绕产品核心卖点及开盘信息释放，积累客户。网络广告产品卖点传播，开盘信息释放，积累客户。电台广告扩大知名度，直接产品卖点传播。DM直投综合工程卖点，大面积投放，积累客户。短信综合活动及开盘预告，区域性短信投放。第三章悦动：活动营销标题：开启城市公园岛居元年随文：从夏威夷到巴厘岛，从马尔代夫到马洛卡，岛居，成为城市最奢华的藏品。