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SMP16
The marketing plan for NAI Wisinski of West Michigan in 2016 focuses on increasing their digital and print presence through expanded advertising in publications like the Grand Rapids Business Journal and MLive. The plan also aims to create more effective marketing through tools like Buildout which will streamline materials creation and boost SEO. New initiatives include redesigning the quarterly magazine insert, introducing property signage and drones for videography, and hosting two educational events. The total budget is around $200,000 with largest allocations to advertising, technology upgrades, and industry sponsorships.
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SMP16
- 1. Prepared By Allison Seeley 2016 Wisinskiof West Michigan Strategic Marketing Plan
- 2. 2016M arketing Marketing Matters Whether yourequire a simple property brochure or a comprehensive advertising and PR campaign, our marketing team at NAI Wisinski of West Michigan will work side by side with our brokerage, prop- erty management, and research teams to develop an innovative marketing strategy tailored for our brokers and client’s asset. Our office maintains relationships with local and regional press, providing PR services and guidance when appropriate. Our job is to make an impression, to stand out from the crowd and, most importantly, to make our company and client’s properties look outstanding. 2016 Marketing Plan Philosophy The marketing plan for 2016 retains many things we have done in the past, eliminates weak compo- nents and includes some new concepts and initiatives. Our goal is to increase our presence through print advertising, digital advertising, public relations and enhance marketing tools and technology. Key Highlights to the 2016 Marketing Buget Plan 1. Increase Presence. Expanding presence in Grand Rapids Business Journal through larger sized ads and increased frequency. We are adding a presence on MLive through digital ads. This is being accomplished through eliminating advertising in MiBiz. 2. Maximize Exposure. Redesigning the Grand Rapids Business Journal Insert to a compresensive larger piece that allows us to showcase properties and promote the company services. 3. Create Efficiencies & Effective Marketing. Implementing Buildout will allow our staff to make better use of their time by easing the process of creating marketing materials. Buildout will also in- crease our SEO (search engine optimization) exposure through individual property links and websites. 4.Technology Enhancements. Introducing the use of Drones for videography and aerial photos. A process will be developed to determine which properties qualify. We will have the ability to add voice- over and music along with posting these segments to our website. Please see the following pages for additional details to the above summary as well as the complete 2016 marketing plan and budget.
- 3. Table of ContentsTable ofContents 1. Executive Overview 2. Print Advertising A. Print B. Insert C. Digital Advertising D. Signage 3. Direct Marketing A. Postcards & Postage B. Multi-Family 4. Internet Marketing A. Eblasts (Constant Contact) B. Mobile App C. Adwords/ Loopnet 5. Public Relations A. Sponsorships (Industry & Community) B. Media Contact Relations C. Consultant (Clark Communications) 6. Personal Selling A. Gifts to Clients B. Printed Marketing Materials C. Education Series D. PM Marketing 7. Property Management Marketing 8. Marketing Technology A. Buildout B. Drones 9.Financial Summary
- 4. Marketing Review of2015 • Implemented CoStar Real estate management software • Consulted with Clark Communications Public Relations Firm • Hired a Marketing Director Allison Seeley • Increased NAI Social Media Engagement & Presence By 50% from Q1 to Q3 • Adwords Campaign Significantly reduced cost and brought in house • Deksia Ended services in May 2015 • Postcards Brought in-house in May 2015, reducing the cost for 2016 from $15,000 to $5,000 • Eblasts Brought in house in May 2015, reducing the cost for 2016 ExecutiveOverview • Quarterly Market Reports Designed and Distributed Q1, Q2 and Q3 Market Reports • Kalamazoo Open House Held in March 2015 • Midwest Regional Event Held in September 2015 • Internal E-Newsletter Began in July 2015, dispersed monthly • Business Cards As of July 2015, designed by Allison with an option to print in-house • Transaction Form Implemented April 2015 as a medium to get transaction deals to media • GRBJ Advertisements 5 1/4 page Ads 3 Inserts- Design & process improvements • MiBiz 7 1/4 page Ads •Marketing Intern Savannah was our summer intern from June-Aug. Her internship was extended through the end of the year • Educational Series Event Held in May 2015
- 5. Executive Overview• Contracted withBuildout Software for marketing commercial real estate •GVSU Scholarship Given to Payton Mills, a sophmore at GVSU • Multifamily Marketing Created Pipe Line Report & Market Report • Sponsorships $9,025 in Sponsorship in 2015 to the following: Inforum, Spectrum Health, Grand Rapids Lions Club, Wedgwood Christian Services, Jim Gilmore Jr. Foundation, The Right Place Foundation, South Christian Highschool, Experience GR, CAR, Neighborhood Ventures • Client Gifts Ordered and distributed to clients •Media Lunches Jim Harger- GR Press/ MLive Mike Nichols- GRBJ Pat Evans - GRBJ • NAI Global Joined Marketing Council Submitted NAI Spotlight Member of News Funnel to submit Press Releases • Loopnet Continually upload listings Manage 10 Ad spots Follow up on leads with agents • NAI Mobile App Redesigned Interface with new branding •Website Continue to update homepage Added Market Reports under research Updated agent bios • Marketing Materials Manage marketing library Updated office, retail and industrial proposal Continue to make updates as needed to any printed marketing materials • Property Management Created 6 page brochure Updated property management services proposal Recreated 2 page flyer • Podcasts Stu Kingma- Market overview Kurt Kunst- Market overview Commercial Real Estate Services, Worldwide. Wisinski of West Michigan Commercial Real Estate Services, Worldwide. Wisinski of West Michigan Commercial Real Estate Services, Worldwide. Wisinski of West Michigan ever ccept mpossible
- 6. Advertising Ad Schedules GRBJ Ad Schedule 7 Half Page Ads in the Grand Rapids Business Journal (new theme to be developed) Budget for 2016 Print Ads: $10,884 Ad Schedule Jan.11 Finance - Top Area Certified Public Accountants Retail Mar. 7 Legal Quarterly - Top Area Family Law Practices Industrial Mar. 28 Finance - Top Area Wealth Management Firms Office Jun. 6 Furniture - Top Area Office Furniture Office Aug. 1 Commercial Real Estate Quarterly - Top Area Commercial Real Estate Developers Industrial Sept. 12 Finance - Top Area SBA Lenders Retail Oct. 11 Real Estate - Top Area Property Management Firms Property Management Dec. 26 - Book of Lists Benefits of being in the GRBJ: The weekly print edition is mailed to nearly 6,000 business addresses located in Kent, Ottawa and Muskegon counties. Each copy is read by an average of 4 people within the company for approx. 24,000 readers each week.
- 7. Grand Rapids BusinessJournal Insert New Spotlight Magazine 12 page magazine that will be inserted in 3 of the Business Journal’s Commercial Quarterly’s featuring the different industries, and printed professionally by Falcon Printing. This will replace the tri-fold quarterly insert. Ad Schedule Feb 1 Commercial Real Estate Quarterly- Office List: Top Area General Contractors Bonus List: Top Area Specialty Contractors May 2 Commercial Real Estate Quarterly - Retail List: Top Area Commercial Brokers Journal Extra: MBPA 101 Best & Brightest Companies to work for October 31 Commercial Real Estate Quarterly - Industrial List: Top Architectural Firms Extra copies will be produced and distributed to team members to share with clients and perspective clients West Michigan Office Spotlight Wisinski of West Michigan Advertising Insert Budget for 2016 (Includes print cost): $16,550Option 1 Option 2 Insert Budget for 2016 w/ confirmed sponsorship from Steve Johnson: $10,550 *Still working on sponsorship from CoStar for $1,500
- 8. DigitalM arketing MLive Audience Impressions geographicallytargeted to the Grand Rapids DMA (orange). Oceana, Newaygo, Muskegon, Montcalm, Ottawa, Kent Ionia, Allegan, Barry, Van Buren, Kalamazoo, Calhoun, Saint Joseph, West Branch MLive Budget for 2016: $10,227/year Campaign Goals 1. Find the right people 2. Serve them a message 3. Inspire some action 4. Measure & Optimize Advertising Digital Marketing Audience Targeted Impressions 450,000 standard units over 12 months 150,000 half-page units after each quarterly market report 60,000 website re-messaging* standard units Behaviorally targeted to your ideal audience: Business decision makers Small business owners Entrepreneurs Commercial Real Estate searchers
- 9. Advertising Grand Rapids BusinessJournal Digital Advertising Medium Digital Ad in the Daily Edition: 13x Schedule TBD GRBJ Budget for 2016: $1,950 Signage Budget for 2016: $55,000 naiwwm.com AVAILABLE 616 776 0100 1,566 - 9,815 SF Commercial Real Estate Services, Worldwide. Wisinski of West Michigan Property Signage Details TBD Daily eNewsletters has approx. 5,300 subscribers, with a 24% average “open rate”, which is well above international averages for email marketing.
- 10. Postcards Direct Marketing Postcard Allowance Cost Breakdown: 15,000Postcards Approx. 0.23 per post card at bulk mailing rate Postcard paper costs $120/reem (750 sheets) 20 reems will be purchased for 2016 postcards Paper: $2,400 Postage: $3,450 Budget for 2016: $5,850 Multifamily Budget for 2016: $4,000 Total Postcards Budget: 15,000 Agent Postcards: 12,550 Company Postcards: 2,450 Allowance Listings <12 13 - 20 >20 Total Agents 10 6 7 23 Allowance 400 550 750 Total 4,000 3,300 5250 12,550 Multifamily Direct Mail Marketing Quarterly Market Reports sent to approx. 700 prospects and current clients. Budget will cover the cost of postage, production, design time. Postcard Budget for 2016: $5,500
- 11. Our analytics areabove industry averages. Our click rates went down once we switched from Campaign Monitor to Constant Contact. However, our % of recipients opening the eBlast increased. We are continuing to explore different ways to enhance our current mail lists. Internet Marketing E-Blasts (Switched From Campaign Monitor to Constant Contact) YTD YTD Industry Opened% Clicked% OFFICE OVERALL 21.55% 9.60% RETAIL OVERALL 25.24% 9.50% INDUSTRIAL OVERALL 28.30% 16.60% KALAMAZOO OVERALL 31.07% 7.72% EBlast Budget for 2016: $864
- 12. M obileApp NAI Wisinski MobileApp. New Interface Example App Budget for 2016: $3,250 Internet Marketing • Promote the launch of our new design and interface with the current brand • Promote the use of an agent training for those interested in different ways to utilize the app • Press Release
- 13. After a goodamount of research was conducted with our account, we felt confident we could monitor our google Adwords campagin in house. Allison had previous experience with Google Adwords. Since being brought in house in May 2015, we have not seen any negative change with our SEO (Search Engine Optomization). For 2016 we are budgeting $2,400 for Google Adwords. Internet Marketing 2015 Adwords budget: $28,000 2016 Adwords budget:$2,400 Loopnet Budget for 2016: $4,700 Premium Account - 10 Listings Only Placement above Standard listings in revelent search results • Large listing size • Get 10X more exposure than Standard • Prospect Lists • Marketing Tools
- 14. Sponsorships Industry & Community Sponsorship SponsorshipBudget for 2016: $12,000 Public Relations 2015 Industry Related Sponsorships NAI Sponsorship of Wedgwood Christian Services Golf Outing Jim Gilmore Jr. Foundation Golf Outing CAR Dinner Sponsorship of Golf Outing 2015 Community Related Sponsorships Inforum Business Booster Sponsorship Spectrum Health Foundation 2015 Gala Grand Rapids Lions Club Large Print Sponsor The Right Place Foundation Community Support South Christian High School Sailor 5K T-Shirt Sponsor Experience Grand Rapids Donation in Support of Downtown Christmas Tree 2016 Sponsorships TBD Work with Clark Communications to determine optimal sponsorship opportunities - where our top prospects and clients will be seen.
- 15. Public Relations Continue to establishrelationships with the local media, at minimum one per quarter. Hosting lunches at NAI Headquarters with various reporters, editors etc. 2015 Review • James Harger, Business Reporter - MLive/GRPress • Mike Nichols, Editor - Grand Rapids Business Journal • Pat Evans, Business Reporter - Grand Rapids Business Journal Media Contact Relations (Media Lunches) Media RelationsBudget for 2016: $500
- 16. Consultant Clark Communications 2016 Objectives: •Determine channels to position NAI Wisinski as the leading expert in the West Michigan Commercial Real Estate Market • Feature NAI Wisinski in specialized articles (I.E. Heartland Business News) • Speaking engagements • Sponsorship Opportunities Consultant Budget for 2016: $12,000 Public Relations
- 17. 2015 Public RelationsOverview 42 transaction announcements. 109 news stories. $409,000 advertising value. 50 10 10 8 Public Relations
- 18. Specialty Marketing Stationary ClientGifts Budget for 2016: $1,500 Printed Marketing MaterialsBudget for 2016: $2,000 PersonalSelling Placing specialty marketing material orders such as: Banners Notepads Folders Thank You Cards Personal Selling Client Gifts 2015 Umbrellas Flashlights 2016 TBD
- 19. Two Educational SeriesEvents 2016 Objectives: In 2015 we hosted an Educational Series Event that focused on 3 topics and was well received. Our goal for 2016 is to host two Educational Series Events with different topics at each. 2016 Educational Series Budget: $1,000 (open to sponsorship) Personal Selling
- 20. PropertyM anagement Half page adin the Grand Rapids Business Journal Oct. 11 Real Estate - Top Area Property Management Firms Property Management Cost of Ad: $1,649 Remainder of budget TBD* Property Management Budget: $2,500 Property Management
- 21. Marketing Technology Buildout Buildout is adynamic marketing platform that streamlines the entire process of listing a property. It allows you to create attractive, brand compliant marketing docu- ments, build full HTML email campaigns, use automated retailer maps and demographics, instantly list properties across the web, update your company website and create document vaults. From one-man shops to large enterprises, com- panies across the country use Buildout to beat their competition. Buildout will be hosting the search mechanism for the property search page on our website. We will no longer be using Catalyst for this service which saves $1,500. Elevate Your URL SEARCH AND SHARE YOUR ACTIVE LISTINGS. • Powerful property search plugin (on naiwwm website) • Intuitive interface • Responsive design for all devices • Commanding SEO • Easily publish or remove active and closed listings • Optimized for today • No inner-scroll • Ability for every property to have it’s own website Budget for 2016: $17,500
- 22. Drones Drones are alreadyrevolutionizing the commercial real estate industry. While much of the attention is getting paid to how drones for commercial real estate are enhancing how brokers list and market properties, the impact of drones may be even greater for users and managers of those commercial properties. We have the ability to edit drone videography in house by adding music and customized bullet points throughout clip. Budget for 2016: $10,000 (A process will be implemented with allocation of these dollars.) Marketing Technology
- 23. Executive 2016 BudgetSummary Overview Advertising Grand Rapids Business Journal $13,047 MLive $10,225 Signage $55,000 NAI Spotlight Magazine $10,550 $88,822 (With Sponsorship on Spotlight: $83,984) Direct Marketing Postcards & Postage $5,850 Multi-Family $4,000 $9,850 Internet Marketing E Blasts $864 Mobile App $3,250 Google AdWords $2,400 Loopnet $4,700 $11,214 Public Relations Industry & Community Sponsorship $12,000 Media Relations $500 Consulting $12,000 $24,500 Personal Selling Client Gifts $1,500 Printed Marketing Materials $2,000 Educational Series $1,000 (open to sponsorship) $4,500 Property Management Property Management $2,500 $2,500 Marketing Technology Build Out $17,500 Drones $10,000 $27,500 *Budget Total: $168,886* Proposed Additional Options: 1. Add 3 Print 1/2 Page Ads to the GRBJ so that we appear at least 1 time per month between the Ads & Spotlight. Additional Cost:$3,597 Budget with option 1: $172,483 2. Add $5,000 to Sponsorship Budget allowing us to have greater visibility with the community Cost: $5,000 Budget with option 2: $163,886 3.Budget with option 1 & 2: $177,483 Approved Proposed 2015 2016 Advertising w/Sponsorship Direct Marketing Internet Marketing Public Relations Personal Selling Property Management Marketing Technology Total: Total with Sponsorship: $76,332 $88,822 $87,322* $15,000 $9,850 $36,305 $11,214 $27,100 $24,500 $9,500 $4,500 $2,500 $2,500 - $27,000 $166,737 $168,886 $167,386 2015 Vs. 2016 Summary
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