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Roseland proposal


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Roseland proposal

  1. 1. Marketing Proposal Prepared for: Roseland Property Management October 6, 2011
  2. 2. Status <ul><li>Roseland Management, through a confluence of events and contemporary issues, is confronted with an opportunity to examine its marketing platform: </li></ul><ul><ul><ul><li>a) Roseland Management has received an investment and an assignment to manage a portfolio of more than 1000 units from Hartz Mountain Industries, which provided a branding platform for it to be recognized as the leading provider of high-end management services. </li></ul></ul></ul><ul><ul><ul><li>b) Roseland Management is the economic bookend for upscale rental properties in New Jersey, concluding the last cycle with Monaco in 2008 and now set to announce Harbor Village, the next significant project to deliver in 2013. </li></ul></ul></ul><ul><ul><ul><li>c) Roseland Management has invented not only a new standard for renters by choice in New Jersey, but a new paradigm for downtown revitalization. </li></ul></ul></ul><ul><ul><ul><li>d) Roseland Management has a critical mass of rental and marketing requirements that it has addressed as individual components, but advancements in Internet marketing and other considerations call for an examination of whether a systemic approach would be more advantageous. </li></ul></ul></ul>
  3. 3. Opportunity <ul><li>The purpose of this document is to provide a vision for how Roseland Management can exploit its current circumstances to: </li></ul><ul><ul><ul><li>1) cultivate its branding franchise with an institutional audience of elected and appointed officials, providing an advantage in downtown and revitalization and redevelopment scenarios </li></ul></ul></ul><ul><ul><ul><li>2) establish a branding franchise around its performance leadership directly to its target audience of tenants, allowing pricing leverage </li></ul></ul></ul><ul><ul><ul><li>3) evolve its marketing programming and efficiency through sustained online presence to drive leasing activity </li></ul></ul></ul>
  4. 4. Strategy <ul><li>Creating sustained, dynamic reference assets where audience are influenced </li></ul><ul><ul><ul><li>media relations => Axiom Communications </li></ul></ul></ul><ul><ul><ul><li>leadership reference => Case Studies Website Module </li></ul></ul></ul><ul><ul><ul><li>online presence => Axiom Media Model </li></ul></ul></ul><ul><ul><ul><li>marketing => branding support and conventional media </li></ul></ul></ul>
  5. 5. Message Matrix
  6. 6. Program Element 1: Case Study Web Site <ul><li>Tone: </li></ul><ul><li>Roseland Management is: </li></ul><ul><ul><ul><li>- the custodian of beneficial downtown development strategy in NJ </li></ul></ul></ul><ul><ul><ul><li>- the standard bearer for hospitality-level management services in highly-amenitized environments </li></ul></ul></ul><ul><ul><ul><li>- the preferred resource for property owners seeking an association with a branded, premium-generating management resource </li></ul></ul></ul><ul><li>Navigation: </li></ul><ul><ul><ul><li>- Featured Cases as Web-borne documentaries (urban highrise, urban mid-rise, suburban downtown luxury, third-party managed) </li></ul></ul></ul><ul><ul><ul><li>- New from Roseland (branded content) </li></ul></ul></ul><ul><ul><ul><li>- News Stream (media-sourced and integrating facilitated dialogue) </li></ul></ul></ul>
  7. 7. Program Element 2: Sustained Publicity Program <ul><li>Targets </li></ul><ul><ul><ul><li>  financial institutions </li></ul></ul></ul><ul><ul><ul><li>  local officials and opinion leaders </li></ul></ul></ul><ul><ul><ul><li>  prospective residents </li></ul></ul></ul><ul><li>Story Idea Development </li></ul><ul><ul><ul><li>  concept-based feature development </li></ul></ul></ul><ul><ul><ul><li>  trend story opportunities from mind-share </li></ul></ul></ul><ul><ul><ul><li>  news-based </li></ul></ul></ul>
  8. 8. Online Residential Marketing Service Program Element 3: Activated Axiom Media Service
  9. 9. Search Paid Organic
  10. 10. Craigslist Enhanced Listings Continual Posting
  11. 11. Social Media
  12. 12. Axiom Media Channel <ul><li>Leverage Search Engine Value of Existing Content </li></ul><ul><li>News Clips </li></ul><ul><li>Press Releases </li></ul><ul><li>Conventional Marketing Materials </li></ul><ul><li>Web Site </li></ul><ul><li>Reference Sites </li></ul><ul><li>Marketing Sites </li></ul><ul><li>Social Networking Sites </li></ul><ul><li> and Blogs </li></ul><ul><li>Video </li></ul>
  13. 13. Axiom Media Channel <ul><li>Leverage Search Engine Value of Existing Content </li></ul>
  14. 14. Reporting Increased Web Traffic Increased Occupancy Decreased Marketing Expenses
  15. 15. Structure <ul><ul><ul><li>- specialized, expert services from an integrated resource </li></ul></ul></ul><ul><ul><ul><li>- consistent, dedicated service </li></ul></ul></ul><ul><ul><ul><li>- contact matrix organized by function </li></ul></ul></ul>
  16. 16. Business Arrangement <ul><ul><ul><li>  Monthly or per-unit pricing </li></ul></ul></ul><ul><ul><ul><li>  Platform and tool development included </li></ul></ul></ul><ul><ul><ul><li>  New building burst included </li></ul></ul></ul><ul><ul><ul><li>  Branding and collateral non-exclusive </li></ul></ul></ul><ul><ul><ul><li>  Kill fee disaster insurance </li></ul></ul></ul>