Post on 18-Mar-2016
description
UNDERSTANDING OUR BUSINESS
Developer Connect Marketing Program
The Carnegie Abbey Club
New England’s Finest Sporting Estate
UNDERSTANDING OUR BUSINESS 2
3 Executive Summary
5 Your Team
6 Project Connect Defined
7 Marketing Strategy
9 Value Proposition
10 Auction house Exposure
17 Web marketing
28 Property Listing Collateral
29 Print Banner Advertising
35 Magazine Placement
37 Targeted publications
40 PR Support
41 Activity Reporting
42 Summary of Benefits and Costs
Developer Connect Marketing Program
Content
UNDERSTANDING OUR BUSINESS
Executive Summary
Developer Connect Marketing Program
Christie’s International Real Estate’s top executives will partner with Exclusive Rhode Island Affiliate Lila Delman Real Estate to
leverage our brand to target the highest echelon of qualified buyers globally. We will especially promote and expose the property to
ultra high-net worth buyers, who have ultimately been responsible for many of the record breaking prices, in both real estate and fine
and decorative art, which Christie’s has achieved in recent years. Our unrivaled ability to market one-to-one to this exclusive client
base is a key component in maximizing the value of this unique property development. The combined global networks of Christie’s
and Christie’s International Real Estate creates a world class stage for the presentation of distinguished luxury residential offerings. To
reach these clients and maximize possible sales leads; we will focus on targeting the most likely buyers in our database as well as
identifying potential purchasers by:
• Geographic Region (coastal regions, domestic wealth pockets of technology, finance, oil/gas executives, and international
buyers)
• Lifestyle Focus (chairman, presidents, and CEO’s desiring a luxury corporate retreat)
• Family Focus (high-net worth individuals desiring a family compound/getaway)
• Investment Tendencies (past high auction bidders, buyers, and top clients)
• And many more high-net worth individual channels around the world
By cultivating a unique balance of worldwide scope and highly personalized service, Christie’s International Real Estate has become a
global authority on the effective marketing of luxury properties. A finely tuned suite of programs, and a commitment to the business
philosophy established by Christie’s in 1766 define a brand based on trust, integrity, discretion, and excellence.
UNDERSTANDING OUR BUSINESS
Kathleen Coumou
Senior Vice President, Regional Manager
1-212-468-7140
kcoumou@christies.com
Melanie Delman
Owner and Principal Broker
Lila Delman Real Estate
1-401-848-2101
Melanie.delman@liladelman.com
Robin Nicholson
Sales Agent
Lila Delman Real Estate
1-401-284-4821
Jrobin.nicholson@liladelman.com
Vanessa Gonzalez
Marketing Analyst
1-212-974-4586
vgonzalez@christies.com
Julia Gray
Administrative Assistant
1-212-468-7142
jhgray@christies.com
Your Team – Northeast Region
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
Reserved for only some half dozen property
offerings every year, the Development Connect
Marketing Program provides custom-tailored
solutions for truly exceptional development
projects.
• Specialized targeting of the world’s most affluent
homebuyers
• Christie’s corporate supported program
• Customized marketing strategies
• Personalized attention
• Specialized marketing to hand-selected Christie’s clients
What is Project Connect?
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• The Project Connect Marketing strategy leverages
the full power of the Christie’s brand name to help
you find buyers for your high-profile real estate on
a national and international platform.
• The program is a powerful combination of the
world’s most exclusive marketing venues,
customized strategies that are proven successful,
and on-going regional support to create a team
working together to sell your top listings.
Project Connect Marketing Strategy
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Proprietary programs and auction venues
reserved for properties enrolled
• Marketing initiatives supported by our art
house colleagues
• Property-specific custom-designed
marketing plan and monthly reports
• Hands-on support of your regional vice-
president and marketing analysts
• Christie’s International Real Estate and local
Affiliate working as a selling team
• Exclusive – less than 1% of Christie’s
International Real Estate’s listings
Custom-Tailored Marketing for the World’s Most
Extraordinary Properties
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Auction House Lobby Exposure
• Christie’s International Real Estate
Magazine
• Auction Catalogues
• Promotion Cards and Bookmarks
• Proprietary Christie’s Publications
• PR Support
• Christie’s Events
• Global Media Plan
• Christie’s Web Site
• Christie’s International Real Estate
Web Site
• Targeted Mailings
• E-Campaigns
• Video Initiatives
• Social Media
• Activity Reporting
Value Proposition: Proprietary Marketing Venues
*Each value proposition expertly tailored to your property
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Lobby Video featuring a montage of
properties at:
• Christie’s Rockefeller Center
• Christie’s King Street, London
• Target Date: Within 45-60 days of
enrollment
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Property of the Month Video
showcasing Carnegie Abbey Club
• Example:
http://www.christiesrealestate.com
/PropertyDetails/263182/1539344
/75/9#263182/1539344/75/9
• Target Date: as Available
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Inclusion in Brochure Displays at key
Christie’s Auctions and Events
Worldwide
• Events and Dates TBD
• Target Date: As available
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Pull-Up Banner to be
displayed at key
auctions and events
worldwide
• Target Date: Within 30
days of enrollment
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion in select auction sales catalogues
• Target Date: As available
• Upcoming Auctions:
Fine & Rare Wines
Russian Works of Art
Magnificent Jewels
Vintage Posters & Olympic Icons
Christie’s Interiors
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion in select auction
publications
• Target Date: As available
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Inclusion in Christie’s E-Newsletter
mailed to over 170,000 Christie’s
clients
• Estimated Total Cost: $0
Auction House Exposure
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion on the Wall Street Journal
Partner Site:
http://online.wsj.com/home-page
• 374,332 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion on Country Life
Partner Site:
www.countrylife.com
• 50,000 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion on Robb Report
Partner Site:
www.robbreport.com
• 20,000 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion on PropGoLuxury
Partner Site:
www.propgoluxury.com
• 350,000 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Descriptive property promotion on
Christie’s International Real Estate
site: www.christiesrealestate.com
• 100,000 average monthly visitors
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Property promotion on Christie’s Site:
www.christies.com
• 300,000 average monthly visitors
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Property promotion on Christie’s Art of
Living Widget:
http://www.christies.com/on-the-
go/widgets/christies-real-estate.aspx
• 100,000 average monthly visitors
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Web video on Christie’s International
Real Estate Site and YouTube Page:
http://www.youtube.com/watch?v=Aa8
J6duLJNc
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Featured showcase on home
page carousel:
www.christiesrealestate.com
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Placement on Featured Properties Page:
www.christiesrealestate.com/SearchListing/
1539192/75/1/15
• Linked directly from home page and
dedicated ONLY to Project Connect and
Bespoke Properties
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Promotion on Social Media Channels
YouTube
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Four Page Brochure (includes
global distribution)
• Target Date: 30-45 days after
enrollment
• 1,000 Copies
• Estimated Total Cost: $2,850
Property Listing Collateral
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Christie’s Interiors
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $420
Print Banner Advertising
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• The Wall Street Journal –
U.S. Edition
• Target Date: TBD
• Banner Ad
• Estimated Total Cost:
$1,1551
Print Banner Advertising
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• International Herald
Tribune
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $630
Print Banner Advertising
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Robb Report Exceptional
Properties
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $840
Print Banner Advertising
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• The Wall Street Journal – U.S.
• Freestanding space on Friday’s Real Estate
Section
• Target Date: TBD
• Premium Ad
• Estimated Total Cost: TBD
Print Banner Advertising
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• The Robb Report Collection, Wall
Street Journal (U.S. or Europe/Asia),
Country Life, International Herald
Tribune, Financial Times, and Luxury
Properties
• Target Date: TBD
• Banner Ad
• Complimentary with full-page ad in
Christie’s International Real Estate
Magazine
• Estimated Total Cost: $0
Complementary Print Banner Advertising
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad in
Christies International Real
Estate Magazine
• Target Date: Issue Three and
Issue Four
• Estimated Total Cost: $3,400
per issue
Christie’s International Real Estate Magazine
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
New Initiatives and redesign of quarterly
publication:
• Lifestyle editorial
• Modernized layouts
• Ultra luxury advertising
• Increased distribution channels
• New digital version
• iPad application
2012 MARKETING INITIATIVES
Christie’s International Real Estate Magazine
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad in Quest Magazine
https://questmag.com
• Target Date: June 2012
• Distribution: Affluent NYC and Palm Beach,
Florida residents with 1.4m average household
income and a circulation of over 65,000
• Estimated Total Cost: TBD
Targeted Publications
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad in Haute Living, New York
http://www.hauteliving.com/magazine
• Target Date: June 2012
• Distribution: 35,000 copies sent to affluent households
in the Northeast Region.
• Distributed aboard 10,000 Private Jet Flights
• Estimated Total Cost: TBD
Targeted Publications
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Moscow Times:
www.themoscowtimes.com/index.php
• 240 x 400 digital ad running for one
month
• Target Date: June 2012
• Estimated Total Cost: TBD
Targeted Publications
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Press Release distributed to the
national and international media and
ongoing public relations support
• Online News Center:
http://www.christiesrealestate.com/
News/Press%20Releases/1/85
• Target Date: Ongoing
• Estimated Total Cost: $0
PR Support
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS
• Regular reports detailing marketing,
Inquiries, and Showings
• Target Date: Ongoing
• Estimated Total Cost: $0
Activity Reporting
Developer Connect Marketing Program
UNDERSTANDING OUR BUSINESS 42
• The Developer Connect Marketing Program delivers
advanced efforts that promote properties openly on a
global scale.
• Co-branding with Christie’s International Real Estate’s
Exclusive Rhode Island Affiliate Lila Delman Real
Estate.
• Exclusive Developer Project in Rhode Island.
Program Costs:
• $75,000 annual marketing fee
• Fee-based marketing initiatives (al-la carte optional
marketing services under the Christie’s International Real
Estate Magazine and Banner Advertising Program-
Exhibit 1 separate attachment)
Developer Connect Marketing Program
Summary Benefits and Costs