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1、Integrated Communication Plan for the Launch of the St.George Building,Prepared for:Allied Properties(HK)Ltd.,Agenda,Introduction and Strategy10minCreative 45minPR Program15minInteractive Program10minMedia Plan10minTOTAL90MIN,Agency Task,To create an ever-lasting value for the St.George Building and
2、 a successful sales record!,Property Market Update,Satisfactory 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 of v
3、alue,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 1998.,C
4、ompetitive Framework,Districts:Kadoorie Hill vs the PeakRepulse BayKau To ShanOur edges:CommonPrestige value of living in a fashionable districts+Niche:Convenient city center location,Competitive Framework(contd),The St.George Building vs Traditional houses at Kadoorie Hill:Additional elements:moder
5、nnewcontemporarysuperb hotel-styled management“home-office”facilitiesadvanced facilities in gym ie sun lightindoor swimming poola Jaguar.,Potential Target Group,DemographicsAged 35 or above,married couples with kidsHigh income group.Probably are the businessmen,senior executives,professionals and en
6、trepreneurs.Even property investors.,Potential Target Groups,Psychographics: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.,Potential Ta
7、rget Groups,Not 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 generation.,Anything behin
8、d St.George Building?,Intangible Values.,Western,Stylish,Cultural,Honorable,Heritage,St.George Building,Tangible Values.,360 panoramic view,Best school network,Carpark Ratio 1:1.5,Rare tranquility and greenery in the heart ofKowloon.,Special luxury package,Large units sizes 2000-3000 sq.ft,St.George
9、 Building,Prestigeous&convenient location at Kadoorie Hill,Core Values,St.George Building,Modern outlook,Kadoorie Hill,Prestige,Heritage,Greenery,Honorable,Stylish,Convenience,Panoramic view,Selling Strategy,Price is not a key issue.Value(of living comfort,of convenience,of investment)is everythingB
10、est support to Genuine Value:LOCATION,LOCATION,LOCATIONKADOORIE HILL+MODERN CONTEMPORARYLIVING,Our Proposition,St.George Building sets the highest standard of prestigious ideal home for a new generation on Kadoorie Hill.(The Tregunter on the uncomparable Kadoorie Hill.),360 Communication Strategy,TV
11、C,Radio,Advertorial/Wrapper,Print Ad,St.George Building,OutdoorBillboard,VCD/Sales Video/Brochure,PR,InteractivePrograms,Public Relations Activities forSt.George Building,PR Objectives,To support advertising in communicating Kadoorie Hill as the oasis of Kowloon-a place well recognised to house the
12、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 launch,Public Relations Approach,Building Prestige,Rational,Experimental,Interactive,Pre-launch Programmes to build prestige for Kadoorie Hill&St.Geor
13、ge 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 rich and famous annual income over$1millionSt.George Building will be the event start/finish pointRecommend to work with Tun
14、g Wah or Po Leung Kuk and have their committee members involved in the walk,Road Show at Private Clubs,A small scale exhibition at selected prestigious private clubs is recommended in order to reach out to target audiencesRecommended private clubs are:Kowloon ClubKowloon Tong ClubClear Water Bay Cou
15、ntry ClubAberdeen Marina ClubYau Yat Chuen Country Club,Jaguar Car Parade,An event to announce the special Jaguar offer30 Jaguars will parade from Kadoorie Hill to Tamar The driver will be a professional elite(lawyer,doctor,architect,etc.),accompanied by his/her partnerAn opening ceremony will be he
16、ld and the press will be invited Suggest to invite TV celebrities who have played popular professional roles in TV dramas,Junior Elite Art Gala,An event designed to position St.George Building as a home for those who want their kids to become elite of the next generationIn order to publicise our Eli
17、te 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 event,Pre-launch Media Programmes,Business/General interest/Lifesytyle media:HKET HKEJ Ming Pao Sing Tao Daily Apple Daily Orien
18、tal Daily News Oriental Sunday Next Magazine,Provisional 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 Programmes,Showflat Private Preview Sessions,To be jointly organised with selected clubs and credit cards/banks for their membersGood wines and cigars will be served during the s
19、ession while a Jazz band will play live musicThere will be a lucky draw for all participants and the prize is a Jaguar S-type,Special Arrangement at Showflat,3-D Entrance Backdrop at ShowflatIn order to create awareness and draw traffic to the showflat,we will put up an eye-catching 3-D backdrop at
20、the entrance of the Allied Kajima Building where the showflat is locatedThe 3-D backdrop will highlight the selling points of St.George Building,Special Arrangement at Showflat,Display of Precious Art PieceDisplay of precious items like Cheung Dai-chins paintings,antique pocelains or others Can sour
21、ce 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 showflatSecurity is an issue but will also be a media topic,Special Arrangement at Showflat,Celebrity V/O TapesCommission Sally Yeh and Ah L
22、am 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 friendspositives about the areathe good things about St.George Building,Special Arrangement at Showflat,Decoration By Socialite
23、sGet 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 publicity will be arranged for this,Launch Media Programmes,Property 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
24、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 Programmes,Business/Generalinterest/Lifesytyle media:HKET Ming Pao Sing Tao Daily Apple Daily E&T Magazine Next Magazine 天地最前線 今日睇真D,Provisional 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 Budget,Ite
25、ms 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/C200,000Socialites involvement 40,000200,000Private preview sessions100,000100,000Interactive600,000-,OgilvyInteractiveWorldwide,HK Internet
26、 users today,Interactive Strategy,Sales LaunchWebsite development-background and sales infoBanner advertisingCD Rom distributionSearch engine registrationNewsgroup messagingPromotion/Residents privilegeWebsite development-residents siteIn-house Internet access,Homepage,Banner ad-Sales Phase,To drive
27、 traffic to St.George Website,Selection CriteriaSite Performance/Research Data/Content,Potential Sites,St.George Building,Banner links to St.George website(e.g.)http:/www.st-.hk,CD Rom,The sales CD Rom can contain information such as:Background information of the buildingVirtual tour of surroundings
28、 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 website to show“community”within the buildingSales/contact information,Search Engine and Newsgroup,Search engines are to
29、ols 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 parties.Newsgroups are discussion forums on different topicsIncrease publicity and exposure by intentionally posting positive me
30、ssages in the related groups,Search Engine,Enter text for search,Newsgroup Messaging,In-house Internet Connection,“Intelligent building”concept providing fast and steady connection to every flat Built-in Internet connection in the buildings will enable each family to have instant access to the St.Ge
31、orge building website and its members IntranetThis concept has been implemented in a few buildings in HKHighly beneficial to our target customers.,Media Recommendation,Role Of Media,Television,Create noise levelProject atmosphere and image,Newspaper,Detailed elaboration,UpmarketMagazine,On-target co
32、veragePrestigious Image,Role Of Media,Internet,Fast-growing mediumReaching educated segment,Radio,Reaching Driver SegmentMaximize CoverageEnhance Frequency,Outdoor,Media Scheduling,Media Scheduling,Upmarket magazines will be used during pre-launch to generate interest among the potential targetTV wi
33、th 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 information,Media Deployment-Upmarket Magazine,Racing Worldreaders are HK Jockey Club MembersGolf Digesttargets at upmarket and
34、high income sector,Media Deployment-TV,Launch with Look-Up-create curiosityCreate high awareness High frequency(3-4 spots)Long duration(Thematic-45 second)Thematic vs Jaguar On Pack=3:1English TV is also employed for on-target coverage,Media Deployment-Cable TV,Spots placement on News 1&News 2On-tar
35、get program such as“Property Outlook”,Media Deployment-Newspaper,Selected TitlesSouth China Morning PostApple DailyHong Kong Economic JournalHong Kong Economic TimesMing Pao,Media Deployment-Newspaper(contd),WrapperOn Launch DayOn Ming PaoHKET,Media Deployment-Radio,Believed that most of our potenti
36、al targets are car owners and drive for work,thus radio spots are suggestedCR 1 and Hit RadioMorning Driving Time(0730-0900)2 spots per day,Media Deployment-Internet,Content Sites:SCMP,Sing Tao Daily,CentalineISPs:Netvigator,CTI Net,Pacific SupernetSearch Engine:Yahoo!HK-Business&Economy,Media Deployment-Outdoor Panels,14 H x 48 W,Subsequent to the change of Tunnel Management,the details is subject to final confirmation.,Cross Harbour Tunnel-HK Side,Media Budget,Thank You!,
