Salwan plans for 2011- real estate services in dubai

1. Briefing Document – Slawan
Briefing Document
Project: Salwan advertising brief for the year of 2011
Date: December 2010
About Salwan:
With in‐depth experience and a rich knowledge of the region, Salwan has been at the
forefront in providing realty solutions that meet the varying needs of individuals across the
UAE. Our valued association with master developers enables us to offer and array of
properties across Dubai and to be extended to reach the other emirates.
Salwan offers properties across some of the most vibrant neighborhoods in prime locations
such as JBR, Mirdif, Al qouz, Jabal Ali, Dubai land, and Internet city.
Salwan has leased and managed over 22,000 units in Dubai and successfully delivered a
number of services to the market during the past 2 years since it was launched in March
2008.
Salwan offers the below services:
• Sales: Residential properties
• Leasing: Residential, Commercial and retail properties
• Property Management: Residential, Commercial and retail properties
• Real‐estate advisory and valuations
• Auctions
Salwan’s Personality
• Forward thinking
• Committed
• Local
• Transparent
The History
Salwan was launched in 2008 as part of Dubai properties Group that was launched at the
same time, the role of Salwan was to be the commercial operations arm of the group to
handle all leasing, sales, auctions and property management for the Groups properties.
Salwan was the exclusive agent for DPG to manage and lease 11 leasing projects, and 2
freehold projects (STRATA law management) as well.
The Future
Salwan future vision is to be the number one company in brokerage services – leasing, sales
Auctions, and property management and advisory services and to stand alone as the
brokerage agency who can delver the best property solutions in UAE.
Salwan is evolving its position to match the business objectives of the group and it will stand
alone in the market with no visible link to DPG in order to obtain more fixable position in
pitching for new business.
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2. Briefing Document – Slawan
Salwan new position
Re‐defining service standards in the proper industry throughout Dubai,
Salwan believes that it’s able to claim that position by adopting the below approach and
reasons to believe:
• The records that been archived over a short period of 2 years
• The fact that Salwan has been created and launched to be tailored filling a market
gap and fulfill the market requirements in terms of property solutions.
• The size of inventory handled by Salwan
• The positive relationship with local master developers
• The variety of Services are provided by Salwan
• The experience that the company and staff gained passing through and coping with
different stages of the property market
• The stability that Salwan witnessed and the success achieved during the low season
of the property market.
• Salwan is a local company been build in Dubai and customized for the local market
needs building experience form other countries however building standards to be
followed in the UAE as a special case among the international property market.
Value propositions:
• Reliable, high quality service
• Local heritage,
• International outlook
• The largest size and scope in the region
Objectives 2011
• Re‐fresh the Salwan brand identity and apply it across all business units, providing
an appropriate product/service descriptor to the business units
• Launch the new logo and identity of Salwan in the market
• Support Salwan position
• Support the cash‐in and increase the volume of calls and inquires
• Enhance the customer service experience and adopt a transparent approach with all
clients (internal and external)
• Provide efficient return to the shareholder and business partners
• Build a trust and open relation with B2B and B2C partners
• To be the leader in providing data and property services market updates as a reliable
source of information and statistics
• To add more value to the properties managed/served by Salwan by providing the
right advise and efficient and reliable service.
• To add at least 2000 new property to our leasing and property management
portfolio from Dubai market
• Add one more shopping mall to be managed or facilitated by Salwan
• Build the ground to start adding properties from other emirates specially Sharjah
and Abu Dhabi
• Tie up with different facility management companies to provide facility management
to the 3rd party units managed and leased by Salwan
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3. Briefing Document – Slawan
Project scope:
We are looking for Media and creative plans/ concepts to support the over all objectives of
Salwan, since Salwan is in the service industry as a service provider, the most important
asset is the client, which will make Salwan to speak more a consumer language and to have
a personal approach to provide what the client wants form services, good deals and return
of investment in general.
Target overview:
Salwan has B2B and B2C target which can be categorized to 2 main streams:
Investors: which include developers and Consumers or purchasers: who are looking
individual property owners or investors who to buy, ret or invest in a property and this
are looking to get a return of their target could be a company looking for a
investment of seeking property services such labour camp, retail shop or new offices, also
as property management or advisory. That individuals seeking a home to buy or rent.
would include owners of commercial, retail
of residential properties and lands as well.
The approach:
As a broker, Salwan has to be where its target expects Salwan to be; the property services
seekers will always look for services in specific area and using specific mediums. Since
Salwan is a forward thinker its approach will include being proactive to educate the market
about the current situation of the property services industry.
Below are the key finding for the brand approach:
• Salwan Brand is about the client not about Salwan
• Salwan is about people not the product/ service
Media buying outlines / mandates:
• Salwan to secure permanent and regular locations at major newspapers to publish a
regular property listing.
• The online is a main part of Salwan’s media buying strategy where Salwan is looking
to be accessible at anytime and from any location by its target and clients.
• The focus to be:
o Listing properties specialized titles and websites
o Flyers insertions with main newspapers in regular basis (to be in specific
dates in a regular reputation)
o Direct mail and communication focused on B2B targets
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4. Briefing Document – Slawan
Creative outlines
Purpose:
• Having a big idea that define everything that Salwan brand stands for.
• Having the passion that captures the mission and the sprit, culture and values of the
brand
• Consider Salwan’s personality, which is mentioned in this document, and achieve
the objectives.
Compiling:
• Engage target audience through functional, comparative and emotional dimensions
• About Salwan’s audience, to reflect them and the benefit they seek
Realization:
• Managing the brand to drive the business and its people, current and future markets
• Brinding the brand to life for employees and customers.
Activation:
• Salwan visuals to represent the fact that it is a service provider who is involved in
people’s life in a way or another, considering the variety of services that are
provided under one umbrella Salwan could be the address for all properties services
requirements,
• All Salwan visual communications to follow the visual guidelines.
• The main visual templates that will be used are:
o Full page listing ads. To list all the available units from all categorize
o Half page listing ads.
o Quarter page listing ads
o 8 pages listing flyers
o HTML e‐mailers
o Website banners
o Project banners
o Rollups and stand‐ups
o Registration and administration forms
o Full page corporate ads to promote for Salwan identity and service overall
o Regular listing guides to publish all Salwan inventory quarterly
The Walk – Brief
About The Walk:
The Walk is developed by Dubai properties group and managed by Slawan’s retail unit
The Walk at Jumeirah Beach Residence offers a prime beachfront entertainment destination
at the heart of the bustling JBR and Dubai Marina community.
The Walk at Jumeirah Beach Residence is Dubai’s primary outdoor shopping district. A
dynamic retail promenade in a stunning beachfront setting, The Walk is one of the trendiest
lifestyle destinations in Dubai. It offers a comprehensive retail mix of family casual dining,
cafes, boutiques, and more all along a cobblestone boulevard in Dubai’s beach resort
district. With open access to the beach, and large‐scale events held on‐site, The Walk is
always abuzz with activity.
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5. Briefing Document – Slawan
Project Background:
Salwan is managing the project on behalf of the landlord and its role is to support the
retailer by increasing the footfall at the mall and bring opportunities to the retailers to boos
their business as well as increase the value of the retail at the walk and lease vacant spaces.
Salwan Retail unit is to establish full events calendar to support all retailers and help them to
do their business at the walk
DPG is the owner of The walk brand and Salwan will be responsible for tactical and sales
driven activities only.
Stratiglcy any plans has to be divided into 2 plans considering 2 main session low and high
From October till May: it’s the peak of the walk considering its an outdoor destination its
mote active during these months, the mix of visitors during this month includes families and
individuals form all emirates and everywhere in dubai
From June till September: its mostly the summer season where its difficult to have many
activities at the walk and most of the visitors are form the local encashment (JBR marina,
DIC, DMC and JLT)
Objectives
• Increase the foot fall and mainly to drive the traffic to the Plaza level
• Show support to the retailers and build better environment for their business
• Create event calendar for all 2011
• Create seasonal themes for the walk events and consider low and high sessions
• Increase the value of the retails space leasing by creating more demand
• Select the retail mix and encourage specific services to start business at the walk
• Create awareness of the retails available at the walk
• Make the walk more accessible by educate the visitors about the best places to park
and to find what they are looking for easily
Agency Scope:
• Create event calendar for the year of 2011
• Bring sponsorships for popular activities at the walk
• Design The walk retailer newsletter (quarterly)
• Design the walk guide and visitors manuals
• Come up with creative ideas to support the plaza level at the walk
• Build a strong relationship with the walk retailers to support them on their events
and ideas
Terms and conditions:
Salwan is keen to partner with dynamic and flexible agencies who can come up wit creative
ideas to match the personality of Salwan and able to work under pressure and within tight
deadlines to deliver efficient service and be part of Salwan team adopting its personality in
working and delivering the services.
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6. Briefing Document – Slawan
Projects Portfolio:
JBR, Layan, AL Razi, Cordoba, Al qouz labour camp, nuzul, office park 1, office park 2, AL khail
gate, Ghoroob Mirdif, Shorooq Mirdif, the executive towers, AL Waha villas, The walk, bay
avenue and more
Budget: To be discussed during the briefing sessions
Timeline: submit all documents by/before 31st of December 2010
Contact:
Saleh Tabakh
0503830363
Saleh.tabakh@salwan.ae
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