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Apartment Guide 2011 Marketing Update

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Apartment Guide 2011 Marketing Update

  1. 1. Marketing SummitPartners for Success<br />
  2. 2. Goal<br />2<br />INTERNET<br />PRINT<br />MOBILE<br />
  3. 3. Media Habits Have Changed <br />There’s an evolution in media, and it’s<br />moving toward digital. It’s just the way of<br />The world. It’s all born of immediacy. <br />Publishing cycles just really don’t work<br />anymore, fundamentally. If people have<br />a choice of getting info when they want <br />versus when they have to, of course<br />they’re going to choose when they want…<br />–Business Week, November 2010<br />3<br />“<br />”<br />
  4. 4. The Evolution From Print-centric…<br />To A Digital-Based Media Company <br />4<br />
  5. 5. 5<br />5 Reasons Why You Made The Right Decision<br />1. Apartment Guide is investing more money and resources than ever to drive more potential renters to you.<br />2. We’re listening to the consumer.<br />3. We’re creating innovative products that meet your needs.<br />4. You can measure and track your ROI.<br />5. Apartment Guide is sending you more potential renters than ever before.<br />
  6. 6. #<br />Apartment Guide is Investing More Money and Resources Than Ever to Drive More Potential Renters to You<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  7. 7. How We Drive Leads to You<br />7<br />
  8. 8. Why is Search Important?<br />Market Overview<br />8<br />Google still dominates<br />
  9. 9. We Own 25% of All Rental Searches<br />MultifamilyInsider reported the Top Rental Sites based on SEO rankings for top industry key word searches:<br />Apartmentguide.com #4<br />RentalHouses.com #7<br />Source: www.MultifamilyInsider.com 2010 Top Rental Sites<br />Apartment Guide, ApartmentGuide.com and Rentals.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10<br />
  10. 10. 10<br />SEOSearch Term: “apartments in Philadelphia”<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  11. 11. Almost 70% of Marketers Say They Will Invest More $ in Banner Advertising <br />11<br />
  12. 12. Advertising.com<br />Display<br />Feeds<br />Social<br />12<br />Search<br />We’re Investing Across Web Media<br />
  13. 13. Another Opportunity for Renters to Find Out About You<br /><ul><li>Our goal is to be the ultimate destination for information about living, looking for or moving to an apartment</li></ul>13<br />
  14. 14. Your Picks, Your Place Sweepstakes<br />Summer Promotion<br />Partnered with four featured bloggers to select items to fit various design themes, including modern, traditional, retro and shabby chic. <br />Every two weeks, a new room and the blogger’s picks will be unveiled and consumers can vote for their favorite designs.<br /><ul><li> Over 90,000 entries to date!</li></li></ul><li>Apartment Living<br />Blogger Challenge:<br />May: “A New Place For Your Pet”Bloggers created a special place just for their pets <br />June: “Smart Storage Solutions: Control the Clutter”Bloggers will organize a space or room using bins, shelving and other tools<br />June: “Passion for Saving”Cost-cutting tips and tricks<br />Apartment Therapy partnership: <br />Leading online destination for apartment living and design<br />
  15. 15. Facebook Growth<br />
  16. 16. Twitter Growth<br />
  17. 17. <ul><li>Extends your reach to multiple platforms
  18. 18. Leverage the power to reach the millions of Facebook® users
  19. 19. Gives prospective renters a way to easily search for an apartment and communicate with their friends and family regarding their apartment search experience </li></ul>Facebook® Search with Friends on Apartment Guide<br />
  20. 20. Why is Email Important?<br />Email is a great sharing tool<br />How People Share Information<br />Email is still the favorite way for consumers to share information with friends & family<br />84% of Millennials say email is still their first choice as a communications tool<br />Smartphone users spend more than 40% of their time checking email <br />19<br />Email is the preferred search<br />*Source: Marketing Profs, Email Trump Social Media for Sharing, December 2010<br />
  21. 21. More Targeted, Relevant Leads For You<br /><ul><li>Campaigns: targeted messages revolving around a consumer lifestage event, moving
  22. 22. Triggered campaign: 8 Touchpoints, from Lead Submission to Move in
  23. 23. Weekly newsletter, seasonal topics</li></ul>20<br />
  24. 24. #<br />We’re Listening to the Consumer<br />
  25. 25. 22<br />Apartment Guide’s Mobile Reach<br />Android*<br />mobile Web<br />iPhone*<br />iPad*<br /><ul><li> Apartment Guide Mobile has full mobile coverage: iPhone, Android, iPad & mobile Web
  26. 26. Apartment Guide Mobile App* Downloads: Over 1.35 Million
  27. 27. 18% of visits came from a mobile Operating System</li></li></ul><li>Mobile App Download Growth<br />23<br />First to market - iPhone, Android and iPad<br />
  28. 28. 24<br />#<br />We’re Creating Innovative Products <br />That Meet Your Needs<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  29. 29. Dominate Your Local Search Results With A Spotlight<br /><ul><li>Prominent placement above all localsearch results within the market
  30. 30. Includes large photo, marketing message, and direct links to video and photo galleries
  31. 31. Includes 200 points and diamond tier placement</li></ul>Advertiser Need: Lease up , New Construction<br />
  32. 32. Banner Advertising<br />Philadelphia, PA<br />Philadelphia, PA<br />Advertiser Need: Traffic Driver, Brand Awareness<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  33. 33. Lead Mail<br />Turnkey Marketing Solution<br /><ul><li>Determine audience you wish to target by </li></ul> selecting particular zip codes<br /><ul><li>All creative is developed by Apartment Guide – </li></ul> Just review and approve your e-mail<br /><ul><li>Apartment Guide sends e-mail</li></ul>Highly Targeted Reach<br /><ul><li> Opportunity to tap into our database of millions </li></ul> of potential renters<br />Minimal Investment<br /> Price begins at $499<br /><ul><li> Program options include 2,500, 5,000 &</li></ul> 10,000 emails<br />Advertiser Need: Special Offers, Lease Up <br />Apartment Guide and ApartmentGuide.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />Apartment Guide, ApartmentGuide.com and Rentals.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10<br />Apartment Guide and ApartmentGuide.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10<br />
  34. 34. 28<br />#<br />You Can Measure and Track Your ROI <br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  35. 35. 29<br />My.Apartment.Guide Is Your Tool That <br />Instantly Tracks Your Leads<br />Concise, easy-to-use lead tracking and business intelligence reporting to validate the value of your investment:<br /><ul><li>Performance details
  36. 36. Dashboard reports
  37. 37. Email and Phone lead details
  38. 38. Leads by hour, day and type
  39. 39. Property and management company level reporting</li></li></ul><li>Valuable Tracking Services: HTML Leads<br />How does it work?<br /><ul><li>You will receive a branded Apartment Guide email lead.
  40. 40. Click on “Reply to This Prospect” and a reply form will pop-up.
  41. 41. The prospect will receive an e-mail reply from you.
  42. 42. Log into My.ApartmentGuide.com to view the enhanced E-mail Lead Details report.
  43. 43. If you’d like to receive plain text e-mails, simply log in to update the preferences on your Web ad. </li></li></ul><li>#<br />Apartment Guide Is Sending You More Potential Renters Than Ever Before<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  44. 44. Internet Leads Have Grown More Than 5x Since August ‘08<br />
  45. 45. Leading the Way with the Largest Number of Unique Visitors<br /><ul><li>comScore Reported that PRIMEDIA’s Apartments/Rentals Network generated more than 5.2 million unduplicated unique visitors in June 2011.
  46. 46. Since launching the PRIMEDIA Apartments/Rentals Network in May 2009, ApartmentGuide.comhas consistently been ranked in the top 2.  </li></ul>*Based on June 2011 comScore Real Estate category of sites as custom-defined by PRIMEDIA: PRIMEDIA Apartments/Rentals Network, Rent.com, Apartments.com, ForRent.com Sites, MyNewPlace.com, NCI Rental Sites and Move.com Rentals.<br />
  47. 47. Local comScore: How Many Cities are We #1 in?Most unique visitors – June2011<br />51 Cities<br />35 Cities<br />6 Cities<br /> 4 Cities<br /> 4 Cities<br />1 City<br />0 Cities<br />
  48. 48. Driving More Value Than Ever Before<br />35<br />Leads Per <br />Property<br />June 2009<br />Leads Per <br />Property<br />June 2011<br />Leads Per <br />Property<br />% INCREASE<br />Fort Lauderdale 85 105 52%<br />For Myers 49 84 54%<br />Jacksonville 59 79 82%<br />NW Florida 63 106 53%<br />Orlando 69 95 45%<br />Tampa 65 79<br />*Source: <br />Primedia Internal Data<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />
  49. 49. It’s Simple….Where Would You Rather Be?<br />36<br />
  50. 50. 37<br />Dedicated to Helping You Exceed Your Business Goals<br />Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. <br />

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