1、IntegratedCommunicationPlanfortheLaunchoftheSt.GeorgeBuilding,Preparedfor:AlliedProperties(HK)Ltd.,Agenda,IntroductionandStrategy10minCreative45minPRProgram15minInteractiveProgram10minMediaPlan10minTOTAL90MIN,AgencyTask,Tocreateanever-lastingvaluefortheSt.GeorgeBuildingandasuccessfulsalesrecord!,Pro
2、pertyMarketUpdate,Satisfactoryresultsoflandauctionreflectedconfidenceregain.AccordingtotheLandRegistration,therewereover58,800propertytransactionofHK$150billioninthefirsthalfof1999.4%increaseinnumberoftransactionsand3%dropintermsofvalue,ascomparedwiththesecondhalfof1998.Itindicatedthatmostofthetrans
3、actionswerefrommiddle-to-lowsegment.,PropertyMarketUpdate(contd),TheaveragevalueofatransactionwasHK$2.56millioninthefirsthalfof1999.Therewasadropof8.24%ascomparedwiththesecondhalfof1998.,CompetitiveFramework,Districts:KadoorieHillvsthePeakRepulseBayKauToShanOuredges:CommonPrestigevalueoflivinginafas
4、hionabledistricts+Niche:Convenientcitycenterlocation,CompetitiveFramework(contd),TheSt.GeorgeBuildingvsTraditionalhousesatKadoorieHill:Additionalelements:modernnewcontemporarysuperbhotel-styledmanagement“home-office”facilitiesadvancedfacilitiesingymiesunlightindoorswimmingpoolaJaguar.,PotentialTarge
5、tGroup,DemographicsAged35orabove,marriedcoupleswithkidsHighincomegroup.Probablyarethebusinessmen,seniorexecutives,professionalsandentrepreneurs.Evenpropertyinvestors.,PotentialTargetGroups,Psychographics:EducatedIntellectualOpen-mindedHadachievementinlife.Appreciatehighvalueproductnotonlyintermsofca
6、shvaluebutintruevalue.Lookforqualitystuffsandknowhowtoenjoylife.Haveavant-gardetaste.,PotentialTargetGroups,Notup-starts.Theyaretrulyaffluentpeopleandexposedtotheworld.BelieveinLocation,Location,LocationFamilyoriented-theyarethenextgenerationoftheeliteclassofthesociety,sotheyareespeciallyconsciousab
7、outthefuturedevelopmentoftheirnextgeneration.,AnythingbehindSt.GeorgeBuilding?,IntangibleValues.,Western,Stylish,Cultural,Honorable,Heritage,St.GeorgeBuilding,TangibleValues.,360panoramicview,Bestschoolnetwork,CarparkRatio1:1.5,RaretranquilityandgreeneryintheheartofKowloon.,Specialluxurypackage,Larg
8、eunitssizes2000-3000sq.ft,St.GeorgeBuilding,Prestigeous&convenientlocationatKadoorieHill,CoreValues,St.GeorgeBuilding,Modernoutlook,KadoorieHill,Prestige,Heritage,Greenery,Honorable,Stylish,Convenience,Panoramicview,SellingStrategy,Priceisnotakeyissue.Value(oflivingcomfort,ofconvenience,ofinvestment
9、)iseverythingBestsupporttoGenuineValue:LOCATION,LOCATION,LOCATIONKADOORIEHILL+MODERNCONTEMPORARYLIVING,OurProposition,St.GeorgeBuildingsetsthehigheststandardofprestigiousidealhomeforanewgenerationonKadoorieHill.(TheTregunterontheuncomparableKadoorieHill.),360CommunicationStrategy,TVC,Radio,Advertori
10、al/Wrapper,PrintAd,St.GeorgeBuilding,OutdoorBillboard,VCD/SalesVideo/Brochure,PR,InteractivePrograms,PublicRelationsActivitiesforSt.GeorgeBuilding,PRObjectives,TosupportadvertisingincommunicatingKadoorieHillastheoasisofKowloon-aplacewellrecognisedtohousetherichandfamous,inthepast,nowandinthefutureTo
11、createmomentumandinterestinthepropertybeforethelaunchTocreatenoiseandtrafficforthelaunch,PublicRelationsApproach,BuildingPrestige,Rational,Experimental,Interactive,Pre-launchProgrammestobuildprestigeforKadoorieHill&St.GeorgeBuilding,“KadoorieHillWalkForAMillion”加多利山名人慈善百萬行,Aneventinvolvingmillionair
12、esforacharitywalkonKadoorieHillDefinitionformillionairescanbeverybroad:therichandfamousannualincomeover$1millionSt.GeorgeBuildingwillbetheeventstart/finishpointRecommendtoworkwithTungWahorPoLeungKukandhavetheircommitteemembersinvolvedinthewalk,RoadShowatPrivateClubs,Asmallscaleexhibitionatselectedpr
13、estigiousprivateclubsisrecommendedinordertoreachouttotargetaudiencesRecommendedprivateclubsare:KowloonClubKowloonTongClubClearWaterBayCountryClubAberdeenMarinaClubYauYatChuenCountryClub,JaguarCarParade,AneventtoannouncethespecialJaguaroffer30JaguarswillparadefromKadoorieHilltoTamarThedriverwillbeapr
14、ofessionalelite(lawyer,doctor,architect,etc.),accompaniedbyhis/herpartnerAnopeningceremonywillbeheldandthepresswillbeinvitedSuggesttoinviteTVcelebritieswhohaveplayedpopularprofessionalrolesinTVdramas,JuniorEliteArtGala,AneventdesignedtopositionSt.GeorgeBuildingasahomeforthosewhowanttheirkidstobecome
15、eliteofthenextgenerationInordertopubliciseourEliteArtClassforjuniortenants,wewillorganiseaspecialartgalatobeperformedbystudentsofJaneWangandTaiZi-chungSt.GeorgeBuildingwillbethesponsorofthisevent,Pre-launchMediaProgrammes,Business/Generalinterest/Lifesytylemedia:HKETHKEJMingPaoSingTaoDailyAppleDaily
16、OrientalDailyNewsOrientalSundayNextMagazine,Provisionalangles:望子成龍首選安樂窩九龍最佳校網區群星閃閃加多利細看嘉道理爵士傳奇一生飛越時空-探索嘉道理家族傳奇故事,LaunchProgrammes,ShowflatPrivatePreviewSessions,Tobejointlyorganisedwithselectedclubsandcreditcards/banksfortheirmembersGoodwinesandcigarswillbeservedduringthesessionwhileaJazzbandwillpla
17、ylivemusicTherewillbealuckydrawforallparticipantsandtheprizeisaJaguarS-type,SpecialArrangementatShowflat,3-DEntranceBackdropatShowflatInordertocreateawarenessanddrawtraffictotheshowflat,wewillputupaneye-catching3-DbackdropattheentranceoftheAlliedKajimaBuildingwheretheshowflatislocatedThe3-Dbackdropw
18、illhighlightthesellingpointsofSt.GeorgeBuilding,SpecialArrangementatShowflat,DisplayofPreciousArtPieceDisplayofpreciousitemslikeCheungDai-chinspaintings,antiquepocelainsorothersCansourcethedisplayproductsthroughpersonalcontacts,Christies,SothebysorothergalleriesThereshouldbeatleastoneitemineveryroom
19、(exceptstoreroom)oftheshowflatSecurityisanissuebutwillalsobeamediatopic,SpecialArrangementatShowflat,CelebrityV/OTapesCommissionSallyYehandAhLamtoproduceaV/Otapeandhaveitplayedintheshowflat,alternatewithmusicSuggestedcontent:theyhavealwayswantedtomovetoKadoorieHill,tobeclosetotheirgoodfriendspositiv
20、esabouttheareathegoodthingsaboutSt.GeorgeBuilding,SpecialArrangementatShowflat,DecorationBySocialitesGetafewofthehighsocietyladiestoarrangethetablesetting,beddingsandtoiletriesoftheshowflatTherewillbeasmalltentcardtoacknowledgetheirworkPre-eventpublicitywillbearrangedforthis,LaunchMediaProgrammes,Pr
21、opertymedia:HKET:新盤巡禮/樓市行情MP:樓迷世界/樓市傳真SUN:地產1/SUN盤揀宅ODN:東方產經MW:樓市專題,Provisionalangles:聖佐治大廈帶動樓市升浪再起預先登記反應超乎理想豪宅炒風再現買豪宅送名車開創城中先河豪華貴邸向高發展城中富豪又一選擇,LaunchMediaProgrammes,Business/Generalinterest/Lifesytylemedia:HKETMingPaoSingTaoDailyAppleDailyE&TMagazineNextMagazine天地最前線今日睇真D,Provisionalangles:天皇天后聚居地-
22、加多利山買樓送車位方便無閉翳平原中的小小山丘鬧市中的世外桃源,PRBudget,ItemsConsultancyFeeOOP/3rdPartyPrelaunch&launchmediaactivities180,00050,000(3months)LaunchProgrammesAntiquedisplay80,000500,000SallyYeh/AhLamV/OA/C200,000Socialitesinvolvement40,000200,000Privatepreviewsessions100,000100,000Interactive600,000-,OgilvyInteractiv
23、eWorldwide,HKInternetuserstoday,InteractiveStrategy,SalesLaunchWebsitedevelopment-backgroundandsalesinfoBanneradvertisingCDRomdistributionSearchengineregistrationNewsgroupmessagingPromotion/ResidentsprivilegeWebsitedevelopment-residentssiteIn-houseInternetaccess,Homepage,Bannerad-SalesPhase,Todrivet
24、raffictoSt.GeorgeWebsite,SelectionCriteriaSitePerformance/ResearchData/Content,PotentialSites,St.GeorgeBuilding,BannerlinkstoSt.Georgewebsite(e.g.)http:/www.st-.hk,CDRom,ThesalesCDRomcancontaininformationsuchas:BackgroundinformationofthebuildingVirtualtourofsurroundingswithinfoonschools,transportati
25、on,recreationalfacilities,shoppingarcadesetcBuilding/clubhousefacilitiesintro3-D“SIM-flat”-usercantryputtingfurnitureintoroomsLinktowebsitetoshow“community”withinthebuildingSales/contactinformation,SearchEngineandNewsgroup,Searchenginesaretoolsonthewebforfindinginformation.E.g.,Yahoo,Excite,Infoseek
26、.SearchinformationbykeywordEnsurethattheSt.GeorgeBuildingwebsitecanbeeasilyfoundbyinterestedparties.NewsgroupsarediscussionforumsondifferenttopicsIncreasepublicityandexposurebyintentionallypostingpositivemessagesintherelatedgroups,SearchEngine,Entertextforsearch,NewsgroupMessaging,In-houseInternetCo
27、nnection,“Intelligentbuilding”conceptprovidingfastandsteadyconnectiontoeveryflatBuilt-inInternetconnectioninthebuildingswillenableeachfamilytohaveinstantaccesstotheSt.GeorgebuildingwebsiteanditsmembersIntranetThisconcepthasbeenimplementedinafewbuildingsinHKHighlybeneficialtoourtargetcustomers.,Media
28、Recommendation,RoleOfMedia,Television,CreatenoiselevelProjectatmosphereandimage,Newspaper,Detailedelaboration,UpmarketMagazine,On-targetcoveragePrestigiousImage,RoleOfMedia,Internet,Fast-growingmediumReachingeducatedsegment,Radio,ReachingDriverSegmentMaximizeCoverageEnhanceFrequency,Outdoor,MediaSch
29、eduling,MediaScheduling,Upmarketmagazineswillbeusedduringpre-launchtogenerateinterestamongthepotentialtargetTVwithheavyfrequencyandlongdurationtocreatehighnoiselevelThen,exposetonewspaperadandradiocommercialsontheseconddaytoreinforcethemessageandobtainmoreinformation,MediaDeployment-UpmarketMagazine
30、,RacingWorldreadersareHKJockeyClubMembersGolfDigesttargetsatupmarketandhighincomesector,MediaDeployment-TV,LaunchwithLook-Up-createcuriosityCreatehighawarenessHighfrequency(3-4spots)Longduration(Thematic-45second)ThematicvsJaguarOnPack=3:1EnglishTVisalsoemployedforon-targetcoverage,MediaDeployment-C
31、ableTV,SpotsplacementonNews1&News2On-targetprogramsuchas“PropertyOutlook”,MediaDeployment-Newspaper,SelectedTitlesSouthChinaMorningPostAppleDailyHongKongEconomicJournalHongKongEconomicTimesMingPao,MediaDeployment-Newspaper(contd),WrapperOnLaunchDayOnMingPaoHKET,MediaDeployment-Radio,Believedthatmost
32、ofourpotentialtargetsarecarownersanddriveforwork,thusradiospotsaresuggestedCR1andHitRadioMorningDrivingTime(0730-0900)2spotsperday,MediaDeployment-Internet,ContentSites:SCMP,SingTaoDaily,CentalineISPs:Netvigator,CTINet,PacificSupernetSearchEngine:Yahoo!HK-Business&Economy,MediaDeployment-OutdoorPanels,14Hx48W,SubsequenttothechangeofTunnelManagement,thedetailsissubjecttofinalconfirmation.,CrossHarbourTunnel-HKSide,MediaBudget,ThankYou!,