How we turn real estate development prospects into BELIEVERS!

2. WE ARE MARKETING
CAMPAIGN BUILDERS
We use marketing journalism to sell the truth and
turn real estate prospects into believers.

3. WHO WE ARE
Braun/Allison specializes in marketing campaigns for
residential and resort real estate developers
We have been in this vertical since 2005; collectively,
much longer
We have worked on residential, resort, and community
projects all over the world

4. WHAT WE BUILD

5. PROJECT LOGOS

6. BROCHURES

7. SALES CENTRES

8. HOARDING + SIGNAGE

9. PRINT ADVERTISING

10. WEBSITES

11. BLOGS

12. TWITTER FEEDS

13. MOBILE CAMPAIGNS

14. FACEBOOK ADS

15. OUR TEAM

16. OUR TEAM
We are designers, copywriters, journalists, online
specialists, social media strategists, project managers
We work with Sales and Marketing companies or
internal departments
In the old days, we would have been called the
“creative company”, but today we are much more

17. OUR TEAM
Today, we offer high level strategic consulting based
on years of global experience
We build marketing campaigns, and all the tools
they require

18. OUR PHILOSOPHY

19. OUR PHILOSOPHY
e real estate consumer has changed – forever
e recession was a wake-up call for us all
Society has changed from an era of mindless consumption
to one of mindful consumption

20. OUR PHILOSOPHY
Consumers are much more careful, and demand
transparency and plentiful information
No one buys a home based on catchy headlines and pretty
pictures anymore

21. OUR PHILOSOPHY
e marketing function in real estate must work much
harder now
Credible, fact-based information campaigns are required
to get prospects to engage

22. OUR PHILOSOPHY
Accordingly, we call our philosophy Marketing Journalism

23. OUR PHILOSOPHY
We refer to ourselves as a Marketing Newsroom

24. OUR PHILOSOPHY
We unearth, cra, and tell stories about a real estate project
e stories we tell are carefully honed to turn prospects
into believers

25. OUR PHILOSOPHY
David Allison wrote a book about
our philosophy, Sell e Truth.
It is available for free download on
our website at www.braunallison.com

26. OUR METHODOLOGY

27. OUR METHODOLOGY
Everyone who buys real estate does most of their
research online
us, websites must be packed with information, and
updated oen

28. OUR METHODOLOGY
e website is the
central hub of the
entire campaign
All other tools should
be reworked to drive
traffic to the website

29. OUR METHODOLOGY
Print ads, signage, social media, direct mail, brochures –
all should be rethought to reflect their new roles
We refer to our methodology as Building Believers

30. OUR TOOLS

31. OUR TOOLS THE CREATIVE DIRECTION SESSION
An exploratory meeting that includes everyone involved
in a project:
Developers, architects, PR, interior designers, sales
managers, etc.
e Session is a series of discovery exercises that creates
three deliverables:

32. OUR TOOLS THE CREATIVE DIRECTION SESSION
CDS DELIVERABLES:
1. A thorough understanding of target audience – both
quantitative (demos) and qualitative (thoughts,
feelings, desires, behaviours)
2. A comprehensive list of stories to be used in the
campaign, rank ordered
3. A precise explanation of the brand personality that
will deliver these key messages to the defined audience
most effectively

33. OUR TOOLS THE CREATIVE CAPSULE
Two colour option
Black and White option
Reverse option
1.
1.888.335.9580
The end of the road is Just t
he Beginning.
1.888.335.9580 2.
Full Colour Logo
I t’s N a p a . I t ’ s C o m o .
I t’s T u s c a n y . I t ’ s P r o v e n c e .
3.
Typography
Fontin
1.888.335.9580
The brand vocabulary of Kettle Ridge
is
comprised of the following elements:
Mrs. Eaves Small Caps
ABCDE FGHIJK LMNO PQRST UVWX
1. Word mark
YZ&12 345678 90
2. “Sky- Earth” icon
3. Colour Palette
It’s the place down the road that
Few Venture Far Enough to See.
DEMOGRAPHIC
Kettle Ridge
4-5 weeks later, we present the Creative Capsule
MANNER
TONE & I t’s N a p a
. I t’s C o m o . I t’s
Tuscany
. I t’s P r o
vence .
Option 3
Option 2
Option 1
People are Her
e Because The
y Want to be.
The end of the road is Just t
he Beginning.
It’s the place down the road that
Few Venture Far Enough to See.

34. OUR TOOLS THE CREATIVE CAPSULE
Two colour option
Black and White option
Reverse option
1.
1.888.335.9580
The end of the road is Just t
he Beginning.
1.888.335.9580 2.
Full Colour Logo
I t’s N a p a . I t ’ s C o m o .
I t’s T u s c a n y . I t ’ s P r o v e n c e .
3.
Typography
Fontin
1.888.335.9580
The brand vocabulary of Kettle Ridge
is
comprised of the following elements:
Mrs. Eaves Small Caps
ABCDE FGHIJK LMNO PQRST UVWX
1. Word mark
YZ&12 345678 90
2. “Sky- Earth” icon
3. Colour Palette
It’s the place down the road that
Few Venture Far Enough to See.
DEMOGRAPHIC
A conceptual overview of all the communication tools Kettle Ridge
that need to be created for the campaign
MANNER
TONE & I t’s N a p a
. I t’s C o m o . I t’s
Tuscany
. I t’s P r o
vence .
Option 3
Option 2
Option 1
People are Her
e Because The
y Want to be.
The end of the road is Just t
he Beginning.
It’s the place down the road that
Few Venture Far Enough to See.

35. OUR TOOLS THE CREATIVE CAPSULE
Two colour option
Black and White option
Reverse option
1.
1.888.335.9580
The end of the road is Just t
he Beginning.
1.888.335.9580 2.
Full Colour Logo
I t’s N a p a . I t ’ s C o m o .
I t’s T u s c a n y . I t ’ s P r o v e n c e .
3.
Typography
Fontin
1.888.335.9580
The brand vocabulary of Kettle Ridge
is
comprised of the following elements:
Mrs. Eaves Small Caps
ABCDE FGHIJK LMNO PQRST UVWX
1. Word mark
YZ&12 345678 90
2. “Sky- Earth” icon
3. Colour Palette
It’s the place down the road that
Few Venture Far Enough to See.
DEMOGRAPHIC
Logos, websites, signage, brochures, sales centres, etc. – Kettle Ridge
everything mapped out in concept form
MANNER
TONE & I t’s N a p a
. I t’s C o m o . I t’s
Tuscany
. I t’s P r o
vence .
Option 3
Option 2
Option 1
People are Her
e Because The
y Want to be.
The end of the road is Just t
he Beginning.
It’s the place down the road that
Few Venture Far Enough to See.

36. OUR TOOLS THE CREATIVE CAPSULE
Two colour option
Black and White option
Reverse option
1.
1.888.335.9580
The end of the road is Just t
he Beginning.
1.888.335.9580 2.
Full Colour Logo
I t’s N a p a . I t ’ s C o m o .
I t’s T u s c a n y . I t ’ s P r o v e n c e .
3.
Typography
Fontin
1.888.335.9580
The brand vocabulary of Kettle Ridge
is
comprised of the following elements:
Mrs. Eaves Small Caps
ABCDE FGHIJK LMNO PQRST UVWX
1. Word mark
YZ&12 345678 90
2. “Sky- Earth” icon
3. Colour Palette
It’s the place down the road that
Few Venture Far Enough to See.
DEMOGRAPHIC
Prevents story/brand erosion, minimizes revisions, and Kettle Ridge
makes for faster implementation
MANNER
TONE & I t’s N a p a
. I t’s C o m o . I t’s
Tuscany
. I t’s P r o
vence .
Option 3
Option 2
Option 1
People are Her
e Because The
y Want to be.
The end of the road is Just t
he Beginning.
It’s the place down the road that
Few Venture Far Enough to See.

37. OUR TOOLS THE BLENDED MEDIA STORY MATRIX
Maps out the all the stories that will be told, and when

38. OUR TOOLS THE BLENDED MEDIA STORY MATRIX
It lines up communications with sales milestones

39. OUR TOOLS THE BLENDED MEDIA STORY MATRIX
It also conserves the most compelling stories for the most
important moments in the campaign

40. OUR TOOLS THE BLENDED MEDIA STORY MATRIX
It controls the flow of messaging, and keeps the campaign
clear, focused, and strategic

41. OUR TOOLS THE BLENDED MEDIA STORY MATRIX

42. THE
BUILDING BELIEVERS
PROCESS

43. BUILDING BELIEVERS
Step 1
1
1

44. BUILDING BELIEVERS
Step 1
Gather all the necessary
information, working
like journalists 1
Build consensus among
all team players
Culminates with the
Creative Capsule which is
1
the conceptual direction
for the entire campaign

45. BUILDING BELIEVERS
2 Step 2

46. BUILDING BELIEVERS
Step 2
Cast a wide net
Use traditional and
new media
2
PR, online marketing, ad 2
campaigns, contests, etc.
All drive traffic to website
We act as the marketing
newsroom, and control
all these stories

47. BUILDING BELIEVERS
3
Step 3

48. BUILDING BELIEVERS
Step 3
3
Full integration of marketing
and sales
Our key stories are part of the 3
whole process
Adjust stories as necessary
We are not done until your
project is a success

49. OUR STRUCTURE

50. OUR STRUCTURE

51. OUR EXPERIENCE

52. OUR EXPERIENCE
We have worked on residential and resort projects
around the world, and close to home

53. OUR EXPERIENCE
Mongolia

54. OUR EXPERIENCE
Costa Rica

55. OUR EXPERIENCE
Grenada

56. OUR EXPERIENCE
Phoenix

57. OUR EXPERIENCE
Atlanta

58. OUR EXPERIENCE
Victoria

59. OUR EXPERIENCE
North Vancouver

60. OUR EXPERIENCE
Ucluelet

61. OUR EXPERIENCE
Kelowna

62. OUR EXPERIENCE
Naramata

63. OUR EXPERIENCE
Tofino

64. OUR EXPERIENCE
Bromont

65. OUR EXPERIENCE
No matter where in the world we are working, the same
principles apply
rough marketing journalism, we provide meaningful,
compelling truths
When you sell the truth, you turn prospects into believers

66. OUR EXPERIENCE
And believers become buyers

67. OUR COMMUNITY INVOLVEMENT

68. OUR COMMUNITY INVOLVEMENT
bene