This document outlines the marketing strategy and brand development for a new residential compound called 10 Acres. The strategy involved conducting customer research to understand wants and needs, identify competitors, and develop a unique brand positioning around privacy. A roadmap was created that included launching new unit types, using 3D images and videos, monitoring digital metrics, publishing customer testimonials, and promoting construction progress to build credibility. The strategy helped increase sales and launch a new phase of development called "Florence".

1. THE STORY OF A BRAND - -

2. Product: 10 Acres real estate
residential compound.
Location: Kattameya, Nasr City, Cairo.
Apartments, studio and, duplex.
Small buildings / Italian design style.
Targeting broad middle class.
BRIEF

3. CHALLENGES
Low awareness.
Average brand position.
ANALYSIS

4. Opportunities
The developer has 22 years’
heritage of in building luxurious
stand alone homes.
ANALYSIS

5. Positive rate of construction.
Commitment to quality standards.
Opportunities
ANALYSIS

6. Brand buildup.
Communication strategy
500 unit sales
OBJECTIVES

7. DEVELOP A ROAD MAP
First to do

8. CCUSTOMERS
COMPETITION
THE
PROMISE
COMMUNICATIONS
MEASURES
ROAD MAP

9. CUSTOMERS
Who are they and
Where do they come from.

10. COMPETITION
Identify direct competition.
Identify their weaknesses.
Develop a winning strategy.

11. Analysis
It all started with the customer and
what do they really want.
Asking buyers and non buyers the
right questions revealed scratch
lines of a future product position.

12. What is missing?
One to one research calls did the job
by simply asking the prospects what
do they like in the product , what they
don not and, what is missing from the
product that they look forward to.

13. Wants or needs?
The results of the research
enabled the marketing team
to fully understand the customer -
product needs, these results included
the target price and even the preferred
payment terms.

14. Product Edit &
more
A list of new product features
was developed to meet the
customer demands in addition
to identifying the profitable
customer groups that
apparently would like the future
product offering.

15. Position
Privacy and simplicity were the
main pillars to develop a
competitive brand position in
the market.

16. DEVELOP A HACKING
MESSAGE

18. PRIVACY.
DELIVERY ON TIME.
FINE DETAILS.
THE PROMISE

19. ‫الخصوصية‬ ‫من‬ ‫أكبر‬ ‫مساحة‬.
‫الرائع‬ ‫منزلك‬...
‫الدور‬ ‫فى‬ ‫واحدة‬ ‫شقة‬REASON TO BELIEVE

20. Launch

21. NEW 3D SHOTS
UPLIFT THE BRAND IMAGE.
3D MOVIE

22. New
Decisions to extend the product
line to include duplex units and
small roof studios were taken to
attract new customer groups to
the main target audiences.

23. Content
Marketing
Creative content marketing
strategy is ready to be integrated
with communication plan and the
main objective is to capture the
customers’ attention.

24. Content

25. Content

26. Content

27. Content

28. Product
Final
Cozy four story buildings, each one
encompass only four units, this means
that each floor has only one – privacy
promise is true, furthermore buildings
that include duplex will even be more
private as the building will carry only
two units.

29. KEY MESSAGE
STAND ALONE APARTMENT®
A NEW PRODUCT FROM ART CITY
STAND ALONE VILLA
TWIN HOUSE
TOWN HOUSE
PENTHOUSE
DUPLEX
APRTMENT
GROUND
TYPICAL

30. ‫الرائع‬ ‫منزلك‬...
‫الطراز‬ ‫على‬ ‫كمبوند‬ ‫فى‬ ‫الدور‬ ‫فى‬ ‫واحدة‬ ‫شقة‬
‫و‬ ‫أرضى‬ ‫مبانى‬ ،‫اإليطالى‬3‫فقط‬ ‫أدوار‬.
KEY MESSAGE

31. PHOTOSHOOT
CONSTRUCTION SITE
PROMOTING CREDIBILITY. CONSTRUCTION PROGRESS.

32. STOP. MEASURE.
ASK CUSTOMER OPINION

33. Virals on social Media
Why Privacy Matters
LINK: https://www.youtube.com/watch?v=4O8quvbPzFU&list=PLUzhkEkI8hIdekiGoVDhJneLGv02_WcMJ

34. DIGITAL METRICS

35. Tracking
it all
Tracking customers’ behavior was on
duty the moment of launching the
communication & results revealed that a
new group of customers are interested in
apartments with smaller areas, this
moved Art City to launch a new type of
products in a new phase that is named
“Florence”.

36. ‫ذكية‬ ‫مساحات‬
‫جديد‬ ‫نموذج‬ ‫إطالق‬«‫فلورنس‬»
A New Phase

37. Content

38. Content

39. Content

40. Relationship
Meanwhile the customer relation
team was busy asking the buyers’
opinion and how was the purchase
experience from the brand.

41. Word of
mouth
The team of marketing collected these
customers’ opinions, interpreted the
data into an infographic and published
the results on its quarterly newsletter
which was breakthrough in the word of
mouth and boosted the volume of
referral sales figures up to 25% increase .

42. NEWSLETTER
ARTWORK
INFORMATIVE. INVOLVE THE CUSTOMER WITH THE BRAND. BUILD CREDIBILTY

43. OPINIONS ARE PUBLISHED DIGITALLY & IN A NEWSLETTER

44. OPINIONS ARE PUBLISHED DIGITALLY & IN A NEWSLETTER

45. KEY MESSAGE & PROMOTE SOON DELIVERY OF PHASE 1
PROMOTING FINISHING
SCHEMES

46. KEY MESSAGE THE BRAND COMMUNICATION

47. KEY MESSAGE THE BRAND COMMUNICATION

48. KEY MESSAGE THE BRAND COMMUNICATION

49. KEY MESSAGE PROMOTE SOON DELIVERY OF PHASE 1
PROMOTING THE HARD
WORK

50. KEY MESSAGE

53. KEY MESSAGE
TAKE IT TO THE NEXT LEVEL
DARE TO LAUNCH A NEW PHASE OF
STAND ALONE VILLAS

54. TEASER

55. COMMUNICATION

56. A SUCCESS STORY

57. Thank you
CREDITS TO THE TEAMWORK OF ART CITY EMPLOYEES
DR. REMAH EL-TOHAMY