Lennar proposal v1a single by kristi@G5

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

INTRODUCTION Thank you for including G5 in the exciting branding and launch of Lennar Multifamily Communitiesâ&#x20AC;&#x2122; 321 Warren in Jersey City, NJ. We truly appreciate the time your team has spent with us, along with the insight and vision youâ&#x20AC;&#x2122;ve shared for the exciting new multifamily community. This proposal outlines the approach we would take in partnering with your team from a holistic marketing perspective. We believe our strategic planning capabilities, our expertise in marketing multifamily residential communities, our digital marketing expertise, our deep understanding of consumer behavior, and the ability to work costeffectively with your team will make for a successful partnership.

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

EXECUTIVE SUMMARY

It takes strategic messaging and coordination across-channels to ensure

As Lennar Multifamily Communities creates a brand-new offering at 321 Warren Street, they must develop a holistic digital marketing strategy at each critical phase of development and lease-up. A targeted, costeffective lease-up strategy and an integrated launch of the new property brand is paramount to success. G5 proposes to develop and execute a holistic marketing program and suite of services to take this new property to the level of awareness needed to achieve its goals, educate consumers, gain their interest, and drive leases. The program includes starting with Brand Positioning, Identity, and Development to uniquely position 321 Warren Street among competitors and appeal to key audiences. From there, we will carry the brand into Digital Strategy spanning Website Development and Implementation, SEO, SEM, and Content Marketing and Social Media, among other areas of opportunity.

that all involved will buy into the vision of 321 Warren Street. Prospects will need to be enticed to “get in on the ground floor” with the opportunity to be one of the first to experience a new lifestyle, while members of the community and employees will need to be recruited as brand ambassadors. Additionally, marketing efforts will align with construction phases. We’ll partner together to ensure the construction timeline and marketing efforts will align with each phase, from Pre-construction Planning to Pre-leasing to Grand Opening and moving forward. The budget estimates presented in this proposal are preliminary and are based on similar past projects and what we know to date about the new project. The budgets are purposefully listed as ranges for the early stage of this proposal process, and are realistic for your planning purposes. Budgets do not include media costs or outside vendor costs, like printing, photography, or videography.

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Introduction

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Executive Summary

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Situation Analysis

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Brand Positioning, Identity, and Development

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Digital Marketing and Media Strategy and Implementation

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Website Development And Implementation

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SEO 26

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SEM 29

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Content Marketing

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Social Media

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Email Marketing

Offline Extensions

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Print Ad Campaign

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Out-of-Home 39

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Marketing Timeline

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Qualifications 43

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How We Work

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Conclusion 47

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Budgets Attached

41 44

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

SITUATION ANALYSIS An 18-story, luxury high-rise development located within the Powerhouse Arts District with close proximity to the Grove Street Rail Station, 321 Warren is poised to become a multifamily community that appeals to young professionals that demand a lifestyle rich with amenities.

Any development or planned community is irrevocably entwined with the local area in which it resides. With unique architectural details, stunning views, access to retail and opportunities for co-leasing/working spaces, 321 Warren is uniquely positioned to embody a sense of eclectic artistry, city-living and modern-day convenience. These pillars will permeate all branding. 321 Warren holds great potential for early recognition and respect within the community for those who will see the opportunity Lennar Multifamily Communities brings. They will get excited about the future and will want to get in on the ground floor of something new. To potential residents who might be considering this prime Jersey City location for the first time, Lennarâ&#x20AC;&#x2122;s opportunity lies in surprising and wowing them from the start with their vision for what this unique property is to become. According to Forbes, Jersey City was ranked #5 for the Top Cities for Millennials in 2015. Coupled with the extensive revitalization of the Hudson Waterfront and rise of major employers in the area, Jersey City is poised to achieve new economic milestones. However, such growth can be taxing to the residential real estate market which has limited housing supplies and rising home prices. These outside factors will provide great opportunity for Lennar to tap into the young professional demographic seeking to lease the type of convenient, amenity-rich lifestyle options 321 Warren will offer.

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

G5 PROPOSED SERVICES In order to meet Lennar Multifamily Communities’ business and marketing objectives, G5 proposes the integrated program outlined below. From a timing perspective, we’d partner with the Lennar team to fully understand the construction timeline for 321 Warren Street, which will in

When we set out to create new brand identity and positioning for our clients, we keep the following in mind: »»

company, product, service, or organization »»

into website development and digital marketing strategy.

It’s a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one

turn inform the timing of each and every program component. Our natural first step will be to start with brand development and then move

Brand is the perception (good or bad) that customers have about a

product, service, or even experience over another »»

Brand positioning is what sets an organization apart from

»»

The ultimate goal behind developing a brand for 321 Warren is

competitors and defines its place in the market

BRAND POSITIONING, IDENTITY, AND DEVELOPMENT

to make the new community “famous” as the most buzzed about

The correct positioning is extremely important to the early awareness,

option for multifamily housing in the area

acceptance, and lease-up for launching a development like Lennar’s 321

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to everyone, but famous to the right someone—the target audience

Warren Street project. Property Branding serves as the foundation for marketing and lease-up strategy and includes name development, logo

Equally important, we must not try to make the new property famous

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Behold, the power of digital! Every brand decision we make

development, positioning strategy, brand pillars, brand voice, tagline, and

on behalf of our clients is rooted in data, digital-relevance and

marketing themes used throughout each campaign.

performance

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

G5 BRAND DEVELOPMENT APPROACH

inspire how we connect with their hearts and minds in our branding and

Our approach to brand development for 321 Warren will include a cohesive audit and complete rebrand to fully reimagine and relaunch the property. We

marketing efforts »»

Writing a creative brief that serves as a strategic document and

will develop a baseline that will infiltrate the online and offline marketing

foundation for brand development. The brief will cover aspects like

campaign and website. Scope includes:

objectives, target audience, current perception and desired perception

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Defining key objectives that will help position the new property

of our target audience, the brand character we’re setting out to create,

as the most desirable place to live in the area, rooted in amenities,

and key insights. The brief will help guide creative development during

convenience, service, and personal connections

this branding phase.

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Analyzing competition and creating a positioning map to ensure we

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encapsulate 321 Warren’s unique selling points, drivers, and motivators

conventions necessary will be influenced by the clearly defined

to stand apart from other properties

objectives, competitive analysis, SWOT, and persona development

•

Competitors we know of to date (some may be added as we conduct

explained above. We’ll explore several potential names that will

our market analysis) are included below. A deeper analysis of each

authentically tie 321 Warren to its environment and what sets it apart

community’s positioning, brand point of view, selling points, amenities,

from other offerings. Included in naming will be a new property name

etc., is to come as part of our program: -- 70 Greene by Equity Residential - 48 stories -- The One by BLDG Management - 36 stories

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Researching and conceptualizing property naming and naming

and names for other onsite amenity naming, as needed. »»

Creating The Brand Book to pull all branding elements into one

-- Warren at York by Windsor Communities - 12 stories

document to serve as an internal resource that would guide 321

-- Monaco by Roseland Residential - 47 stories

Warren’s marketing and PR efforts now and into the future. This Brand

Creating a SWOT analysis to clearly define internal strengths and

Book would serve as the foundation for executing 321 Warren’s

weaknesses, and external opportunities and threats to best focus

marketing program. Compilation of insights outlining objectives,

opportunities and play to our strengths while positioning the property

competitive analysis and positioning map, SWOT analysis, personas,

Developing personas that fall out of identified target audience

and creative brief to set the stage for brand development detailed in

segments will help humanize and deeply get to know our audience and

the book. Contents of the brand book are outlined below.

BRAND BOOK CONTENTS: »»

Brand point-of-view

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Naming convention

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Overview of the brand vision, personality, brand promise, key values, and brand pillars

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Brand positioning statement and taglines

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Copywriting style guide, including brand voice and communication manner

Compilation of insights outlining objectives, competitive analysis and positioning map, SWOT analysis, personas, and creative brief to set the stage for brand development detailed in the book. Contents of the brand book are outlined below.

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Editorial guidelines, as needed

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Visual brand identity

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Logo design and setup specifications

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Color palette and type style guidelines

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Photography style recommendations

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Video style recommendations

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Corporate identity and culture recommendations

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Promotional Material/Signage Guidelines

ADDITIONAL BRAND EXECUTION TACTICS ARE INCLUDED, BUT NOT LIMITED TO »»

Brochure concept, copywriting, and product design file

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Digital Advertising display ad design

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Business cards and letterhead design

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

DIGITAL MARKETING AND MEDIA STRATEGY AND IMPLEMENTATION A well-planned digital strategy will arm Lennar Multifamily Communities to efficiently control the internal and external perception of the property, address community or construction issues, and raise awareness, excitement, and understanding among targeted audiences. This involves developing a strategy around website development, SEO, and digital media—advertising, content marketing, and social. Our goals with creating a complete digital strategy will be to pull desirable residents and prospects into our marketing funnel by: »»

Awareness: Garnering their attention and making them aware of the new property’s complete offering and uniqueness

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Advocacy: Helping them to quickly understand and believe in Lennar Multifamily Community’s vision for what the project will become

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Engagement: Driving them to the website and, in turn, motivating them to take a tour and see first-hand how living at the new property will enhance their life

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Conversion: Ultimately, converting them to a lease and fostering loyalty long term

WEBSITE DEVELOPMENT AND IMPLEMENTATION Developing, implementing, and optimizing websites is at the core of what G5 does for hundreds of clients. The new website will be principal to all marketing efforts and, in most cases, the first impression prospects will have of the property. The site will help define the new offering and the vision driving it long before the renovation is complete. The site should serve as a tool for the property management team when talking to prospects and current residents who want to know more, as well as “sell without a sales person” when prospects and residents are conducting research without the support of staff. Additionally, the website should assist 321 Warren in building a comprehensive prospect database and comprise everything there is to

Ultimately, the site needs to drive prospect tours, integrate with internal leasing software, and continually capture contact information.

know about the new property. Ultimately, the site needs to drive prospect tours, integrate with internal leasing software, and continually capture contact information.

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G5 WEBSITE DEVELOPMENT AND IMPLEMENTATION APPROACH We recommend a phased approach to website development that aligns with renovation phases, leveraging one of our newest, highly customizable and flexible themes. This strategy will allow the new website to evolve and scale naturally with the property throughout brand conception, construction milestones, lease-up initiatives, and more. Lennar’s unique, new website design will stem from newly defined branding and address target personas and competitive positioning by leveraging the following: »»

Unique layout and content hierarchy

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Personalized colors, fonts, and photography to reinforce brand

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Movement that promotes user feedback

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Performance optimized layout components (use of calls to actions, leasing integrations) to drive occupancy

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Use of G5’s robust, vertical-specific widget library

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Responsive design for optimal user-experience on any device

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

The design will continue to evolve with each phase and full design sessions will be conducted each step of the way, working collaboratively with our Creative Services and Project Management departments to ensure vision and build is on track. »»

Phase One: Pre-construction Launch—Excite. An initial website launch that unveils the vision, opportunity, and how this new property will embrace and enhance the Powerhouse Arts District community. This website should incorporate the new name and highlight the initial construction plans.

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Phase Two: Mid-construction Launch—Pre-lease. The website will be expanded in tandem with the progress of the project to showcase the opportunity to prospective residents, tease the audience, and evoke interest. By incorporating more pages, Floor Plan renderings, increased functionality, and photography we will be able to share before and after examples and speak to how amazing the payoff of renovation will be. At this juncture, securing preleasing will be a main initiative, so clearly displaying floor plans and pricing to capture interest and leads.

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A phased approach will allow the new website to evolve and scale naturally with the property throughout brand conception, construction milestones, leaseup initiatives, and more.

Phase Three: Post-construction Launch—Lease-up. This launch of the final website should showcase daily community life at its finest. The brand promises should be reflected throughout the website through an updated layout, additional pages, imagery, and all of the “bells and whistles” that will set 321 Warren’s website apart.

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

SEO SEO helps your website, brand, product, and content get found.

As the branding of the property unfolds, it will be necessary to

By definition, SEO is the practice of improving and promoting a

take a proactive approach to establish the community’s online

website to increase traffic from search engines. At G5, we are not

authority through online citations. Citation consistency remains

only looking to increase website traffic, but specifically to increase

one of the most important markers of trust in local search. In 2015,

qualified traffic to your website. We want to optimize your website

it was reported that 28% of a location’s ranking for searches with

so that search engines know exactly who will find it compelling. We

locally-based intent depended on accurate and consistent business

want the customers who find your website through search to identify

citations across the internet (source: Moz). As such, G5 recommends

with your message, find it valuable, and eventually decide to convert.

a proactive approach to citation management through the newly developed Social SEO-Premium Bundle outlined below.

As search engine algorithms strive to improve the quality of websites that they serve to their users, providing useful and interesting

Additionally, G5 is here to advise you in the acquisition of reputation

content and copy on a website is paramount to getting found. In

assets (Yelp, Google My Business, and Facebook) for 321 Warren.

addition to providing best-in-class traditional SEO elements, G5 SEO

Acquisition of these assets will be necessary when launching the

will partner closely with our Content Marketing team to ensure that

property’s brand. When 321 Warren is ready to launch, new pages on

G5 is optimizing the information on your website for your intended

these three platforms will need to be created in order to achieve a

audiences.

blank-slate reputation for this brand new community.

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

DELIVERED DURING IMPLEMENTATION OF THE WEBSITE »»

Client Communication •

SEO Introduction Calls (subject to process change)

•

Project Manager and Sales Collaboration

-- Preliminary SEO business research performed

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On Page Elements: •

SEO Values Checklist Review, including citations and location specific research

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•

SEO Website Staging Review

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SEO Strategy Including Keyword Terms

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Title Tags

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Meta Descriptions

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Header Tags

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Internal Links

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Sitemap Creation & Submission

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Alt-Text Review

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Schema Markup Review

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File Size Review

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URL Structure Review

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User Experience Review

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Google Analytics Tracking Code Setup

Off Page Elements: •

Google Analytics Account Setup

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Google Search Console Setup/Verification/Tracking

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Google Analytics linked with Google Search Console

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Business Listing Setup & Optimization (see Social SEO Package)

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ONGOING SERVICES »»

Ongoing SEO Communication & Support as available

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SEO Support for Internal Teams

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Google Search Console Monitoring •

Monitor for crawl errors

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Monitor for Manual Penalties & HTML improvement

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404 errors audit

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301 redirects

SEO Audits •

SEO General Audits

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Branding Audit

•

Online Reputation Audit

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

CONTENT MANAGEMENT SYSTEM

•

Google+ (setup, verify, optimize, manage)

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Full access anytime to update content, pictures and modify layout

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Yelp & Bing (setup, optimize)

and colors.

•

Facebook -- Per Facebook policy, G5 can only set up a Facebook page if one does not currently exist for the busi-

CONTENT MARKETING—SEO ANALYSIS »»

ness, and if client is willing to receive the page

Conduct a thorough analysis of relevant trending topics and

-- G5 can consult client on how to further op-

advanced keyword research to identify topics of interest to each

timize a client-owned page

target audience »»

-- G5 can consult client on how to claim an unclaimed/unofficial page

Keyword optimization for all content created under G5’s Content CITATION MANAGEMENT

Marketing program

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Listing Set Up & Push

PREMIUM SEO SOLUTION

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Duplicate and Error Suppression

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Monitoring & Optimization

Strategy Consulting Services via Client Success Manager •

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perform analysis, recommendations, best practices, reporting, analysis

VIDEO SEARCH ENGINE OPTIMIZATION

and point person for all G5 resources

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Optimize on-website video content

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Optimize 2 videos/month ongoing

Training and Support • •

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Multifamily Digital Marketing Resource available to your team to

Initial and ongoing training on G5 tools to include CMS, Reputation, Dashboard Reporting

USER BEHAVIOR REPORTING

24/7 Technical Support

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Heatmaps

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Scrollmaps

Enterprise SEO offering •

Reputation Manager

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

DIGITAL ADVERTISING In today’s mobile-first world, the customer journey is long and complex and data shows us that on average, searchers in the Real Estate vertical consult over 20 online sources before making a purchasing decision. Data also shows us that searchers today are more loyal to the need in the moment than they are to the brand, as 64% of clicks on high-commercial intent searches are now on paid search listings vs organic listings - and

G5 is a Premier Google Partner and a Bing Ads Select SMB Partner. These key relationships provide us with direct performance and optimization support, early-access to features, tools, and new product betas not yet released to the public, and industry insights and training.

paid listings dominate 100% of the viewable screen real estate on mobile devices. G5's expert Digital Advertising strategies ensure that your property shows up in the moments that matter most. We are proud of the fact that we’ve been hand selected as a top-tier advertising partner with two of the largest search engines in the world. G5 is a Premier Google Partner and a Bing Ads Select SMB Partner. These key relationships provide us with direct performance and optimization support, early-access to features, tools, and new product betas not yet released to the public, and industry insights and training. Our elevated partnerships help our clients stay ahead of the curve, as we work with our dedicated teams at Google and Bing to stay abreast of auction algorithm changes, SERP updates, and new feature launches. As the leader in Digital

Specialized in:

Search ads

Mobile ads Display ads

Partner

Advertising in the Real Estate industry for over a decade, our team has executed and managed campaign strategies for multifamily properties of all types in all major and minor markets across the US. As your future residents work their way through the customer decision journey, G5’s Digital Advertising Team optimizes opportunities to engage and delight prospective tenants. »»

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Monthly review of key performance metrics:

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

PERFORMANCE DISPLAY ADVERTISING

RETARGETING CAMPAIGNS

G5’s combination of contextual campaign targeting (placements,

Once a prospective tenant has visited your property's website, G5 will

keywords, topics) and audience category targeting (behavioral, in-

continue to nurture that customer over the next 30-45 days of their decision

market, demographic) zeros in on your property’s top-of-funnel

journey through Retargeting campaigns. Retargeting ensures that your

prospects and drives brand recognition, engagement, and loyalty.

property stays top-of-mind throughout the sales cycle, and continues the

Before an active online search process begins, G5 influences your

storytelling process; highlighting your property's unique amenities and

future tenant’s perception of your community’s brand through visually

features, and elements of the lifestyle your customer would expect to

engaging image ads shown on a network of millions of relevant sites

experience while residing at your property through compelling image and

across the web.

text ads across the Google Display Network. Retargeting ads are only shown to users who have a demonstrated interest in your business, increasing their

PAID SEARCH ADVERTISING Drive leads to your conversion-optimized website and elevate your own

potential to drive qualified leads and high rates of engagement.

brand with your marketing dollars—not an ILS—and for a fraction of the

PAID SOCIAL CAMPAIGNS

cost. G5 engages Local and Nationwide targeted Search Advertising

G5 helps to convert prospects into residents and advocates through Social

Campaigns to capture prospects who have begun actively searching for

Advertising on Facebook. Leverage the power of Facebook’s user data to

your services on search engines such as Google, Bing, and Yahoo. Our

reach targeted customer segments and personas with visually stunning

comprehensive keyword strategy captures the warmest leads possible

ad creative that compels them to action. Connecting with your target

and delivers them directly to your optimized website, helping active

market on social media encourages your prospects to share their positive

prospects find your community in the moments that matter most.

experiences with their friends and family on Facebook, amplifying the influence of your overarching social strategy.

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

BRANDING AND LEASE-UP STRATEGY APPROACH Two to three months prior to the pre-leasing date, we will accelerate display advertising in combination with branded paid search campaigns to amplify brand awareness, project exposure, re-engagement, and pre-leasing opportunities. Image ads will mirror the content and messaging used in other channels created by G5’s Creative Services Team. Branded search campaigns utilize high-converting, low-cost branded keywords to ensure the community dominates search engine results pages, preventing competitors from stealing prospects who are ready to engage with your website. Once pre-leasing has begun, the launch of Paid search discovery campaigns and Retargeting campaigns allows you to interact with prospects searching from outside of the local area who may be considering a long-distance move and are starting planning the process. Retargeting campaigns ensure that your property stays top-of-mind throughout the sales cycle, and that you don’t lose marketing momentum with your prospective tenants during lease-up. Two months prior to grand opening and onward, we recommend layering in Facebook campaigns to help connect you with your target market on social media and convert prospects into residents and advocates by leveraging the power of Facebook’s user data.

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

DIGITAL ADVERTISING - ONGOING SERVICES: REPORTING— KEY PERFORMANCE METRICS: »»

Impressions

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Clicks

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Spend

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Click Through Rate

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Cost Per Click

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Average Position

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Web Form Submissions

ANALYSIS:

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Phone Calls

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Keyword Bids

OPTIMIZATIONS:

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Geographic Targeting

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Refining Keywords

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Competition

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Ad Text Updates

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Ad Positioning

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Ad Extensions

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Device Performance

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Negative Keywords

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A/B Testing Creatives

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Bid Modifiers

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Mobile Optimizations

ADJUSTMENTS: »»

Underperforming Keywords

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Location Exclusions

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Audience Targeting

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Daily and Monthly Budgets

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

CONTENT MARKETING Content Marketing is all about creating and distributing valuable

Finally, content marketing works. Website conversion rates are nearly

information, messaging, and stories that entertain, educate, and engage

6x higher for content marketing adopters than non-adopters (source:

your target audience. It can take many forms and must be a strategic

Aberdeen Group). And, efforts have been proven to deliver 54% more

approach to using copy, blog posts, graphics, infographics, videos,

leads than traditional advertising (source: HubSpot)

images, and more to help tell your brand story to the right audiences at the right time.

Our high-level goals in creating a content marketing program for launching Lennar’s new property would include creating, curating and

Examples of content marketing tactics include publishing stories on

distributing content that accomplishes the following:

trending topics on your blog and then amplifying them socially to help

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Finally, content marketing works. Website conversion rates are nearly

attract new customers to your brand. Or, creating infographics that help

6x higher for content marketing adopters than non-adopters (source:

simplify a complicated process or offering to educate your audience and

Aberde Influences buying decisions and fosters loyalty •

help them take the action you desire for them.

Research proves consumers are more likely to buy, and continue to buy, from a company that provides content that speaks to their needs,

Content marketing is rooted in knowing what your target audience needs and wants from your brand. This is where keyword research, topic trend

solves their problems, and helps them on their buying journey

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Garners brand authority and builds awareness •

watching, and personifying your target audience comes into play. A strong

into your customers’ hearts and minds while fostering their engage-

content strategy will also help you stay competitive in your market.

ment and shares

»» We know that customers and prospects seek answers to their questions

Gets high-quality inbound links that add relevance and authority to your website

and problems—they don’t seek content. Our team will work diligently to help your target audience find answers to their questions fast by being

Gives you the power of storytelling to humanize your brand and tap

•

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thoughtful and consistent with content production, continually fostering

Sets you apart from your competition, positions your unique brand

Drives qualified leads and website traffic •

Search and SEO practices are ever-changing, and your marketing

new ideas, and motivating performance. Content efforts must not only

strategy needs to evolve to include content that helps drive qualified

communicate the benefits of the newly rebranded and relaunched

leads and site traffic

property, but they must go a step further and communicate the benefit to the benefit and, in some cases, the issue beneath the issue. Page 22

»»

Strategic, optimized content improves Search results—when you rank higher, you earn more trust among customers and prospects

Website conversion rates are nearly 6x higher for content marketing adopters than non-adopters (source: Aberdeen Group). And, efforts have been proven to deliver 54% more leads than traditional advertising (source: HubSpot)

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

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G5 CONTENT MARKETING APPROACH Below is a high-level step-by-step approach to how we’d create a content marketing plan for 321 Warren: »» »» »»

Conduct thorough SEO analysis and advanced keyword research to

Develop (write, design, and even curate) content assets around relevant topics and stories residents and prospects are interested in

know where your target audiences’ online interests lie

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Ensure content is search optimized

Take key findings/analysis from the brand positioning phase

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Distribute and amplify content via earned media (published by a

(competitive analysis and persona development), keeping them top-

third party, industry blogger, your followers’ channels); owned media

of-mind

(your social communities, your blog or newsletter, your website/

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Map your customer’s journey to better understand their actions and

landing page, even your email marketing program); and paid media

how they interact with your brand and your content

(search, display, retargeting, native advertising)

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Research topic trends and concept story/content ideas, distill into a

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Provide monthly to quarterly content marketing recommendations

content brief

based on four key elements: 1. keyword research; 2. topics trending

Create a content calendar that aligns with construction timeline,

in your space and in social; 3. construction progress yielding

events, and key timely marketing messages

important stories to tell or perceptions to overcome; 4. historical success metrics

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

TACTICAL EFFORTS WILL INCLUDE: »»

Blog development, plan for four posts per month, adjust as necessary (potentially replace the monthly newsletter currently being produced with the new blog, email blog posts to current newsletter subscribers)

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Keyword research/search analytics and documentation, used to inspire creative and meaningful content assets

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Topic trend watching and documentation, used to inspire creative and meaningful content assets

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Strong lead visuals and eye-catching graphics brainstorm and curation

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Content curation research and documentation—align with third party stories that help tell the property’s story and address Lennar’s goal, post accordingly

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Social media alignment

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SEO alignment

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SEM alignment

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Event marketing ideas and alignment for capturing content

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KPIs defined

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Quarterly performance review

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PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

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SOCIAL MEDIA

Facebook: •

20% of overall time spent digitally is spent on Facebook

•

Highly targeted social channel

•

Heavy content shares and engagement; fosters emotion

channels that will best carry key messages and content for the new

•

Engage one-on-one with target audience

property. Goals with social will include boosting brand awareness

•

Directly target users within three target audience segments in the

Social media is an integral component of content marketing. While planning social media efforts, G5 will define and recommend social

Jersey City metro area

and understanding about the property, inspiring engagement with •

targeted segments of the audience, sharing and amplifying content marketing efforts, driving website traffic, and ultimately sparking tours that lead to leases.

Heavy video and photo content, both critical to marketing real estate offerings

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Instagram: •

It’s all about photos and videos (even short videos like boomerang and vine); and photos and videos are critical to marketing real

Based on our initial discovery and experience in the multifamily

estate offerings

world, we recommend developing and implementing three

•

More popular with younger demo than Facebook

prioritized social channels—Facebook, Twitter, and Instagram. More

•

Strong user base that continues to grow

consumers than ever are interacting with brands via these social channels with questions, comments, and concerns, and it’s important for them to feel heard. We’ll guide Lennar Multifamily Communities to connect with customers and respond to every comment, positive

»»

Twitter: •

local, regional and national media •

Twitter is another channel to distribute and amplify exciting content about the property, and in many cases give Lennar access to a

or negative. We can always add channels later, but for now see these three as top priorities.

Twitter is popular and super timely social channel, particularly with

different social audience than Facebook and Instagram •

Activating a Twitter account also allows Lennar to respond to any conversations that might be going on

Page 27

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

G5 SOCIAL MEDIA APPROACH Based on brand development, website development, and content marketing efforts, we will help Lennar build social communities to feature

»»

Message/copywriting/scripts for each post outlined in calendar

the best of 321 Warren and its offerings to target audiences. Our strategy

»»

Consultation on replying to social community when warranted

is to get Lennar Multifamily Communities started on these three social

»»

Image/video curation and minor editing for optimal posting

channels, and to have the Lennar/321 Warren team create the profiles and manage the communities. G5 would help do the heavy lifting of content

experience for each post outlined in calendar »»

Posts will be used to amplify content marketing efforts such as blog

planning, creation (copywriting/imagery guidelines), and consultation,

post sharing, as well as to promote specific, timely, and sometimes

but Lennar/321 Warren would be responsible for posting and monitoring

on-off messages created specifically for each channel such as:

engagement.

»»

TACTICAL EFFORTS WILL INCLUDE: »»

Facebook profile build consultation

»»

Instagram profile build consultation

Property highlights with images •

Construction milestones with video or images

•

Promotional events with video or images

•

Micro-moments to show what life is like at 321 Warren, sweet moments documented in candid photos

»»

Twitter account build consultation

»»

Social-post calendar with defined content topics and posting

•

Employee highlights

•

frequency

»»

KPIs defined.

»»

Local events the property could host, sponsor, or take part in as ways

»»

Quarterly performance review.

»»

Replace printed collateral like event and informational flyers with

of gathering social content and connecting locally consistent social posts

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OFFLINE OPPORTUNITIES Although most communication with key target audience segments will be within digital channels, there are a few offline channels G5 recommends to help achieve overall business and marketing goals. G5 could concept and execute the creative for each channel and prepare files to spec per Lennarâ&#x20AC;&#x2122;s media plan and buy requirements.

Print is an excellent way to build your brand, showcase key offerings with more detail than what some of our digital counterparts provide, and drive a callto-action when placed in relevant and timely media opportunities.

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

PRINT AD CAMPAIGN

ONSITE SIGNAGE

There will be occasions when Lennar will need to be in marquee print

3rd party signage vendors will need to be secured to take inventory of

titles and regional/local/city publications (relocation or city guide issues for

signage needed and any physical execution. G5 will advise on new signage

instance) to reach the right audience at the right time and help tell stories

guidelines.

in the tangible, offline world. Print is an excellent way to build your brand, showcase key offerings with more detail than what some of our digital

All signage will need to be executed with the new brand identity. We know

counterparts provide, and drive a call-to-action when placed in relevant

that once the signage inventory and needs are identify, there will be sever-

and timely media opportunities.

al needs for signage. G5 recommends the sign company identify all master signs/templates needed, including specs, and that our company design a

OUT-OF-HOME

template and guidelines that the sign company can then take and execute,

We recommend exploring OOH (outdoor billboards, transit, mallscapes,

print, and install.

projections, etc.) options in the local area to help with creating buzz around construction and garnering brand awareness. OOH allows you to create

G5 would scope, concept and execute the print creative, and prepare files

brand experiences in large-format, high-trafficked, high-impact locations

to spec per Lennar’s media plan and buy requirements, TDB at a later date.

to spread the word that there’s a new, highly desirable multifamily property

We will work with Lennar to fulfill digital advertising requirements in such

in town. OOH is recommended for a pure brand awareness play, not as a

instances as needed.

measured lead generation tactic.

Page 31

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

MARKETING TIMELINE We will work with Lennar to align digital marketing efforts with the project timeline and construction phases. Key phases are outlined below: »»

»»

Planning •

G5 proposal and approval

•

Brand development, website and digital marketing planning

Pre-construction Launch •

Brand development

•

Set-up social media accounts

•

Launch coming soon landing page

Mid-construction Launch •

Full website and SEO development and implementation

•

Content calendar creation & kick-off

•

Launch G5 citation management service

•

New display advertising + retargeting

•

New branded search campaigns

•

New offline advertising starts (if applicable)

Post-construction Launch •

Launch developed iteration of website, showcasing final brand development and assets

•

Continue social media and content marketing per content calendar (to be developed post proposal approval)

•

Continue paid search, display, and retargeting per paid plan and needs

•

Continue offline paid media per plan and needs

•

Monitor and measure performance, adjust planning as needed

Page 33

QUALIFICATIONS

communities. G5 boasts greater than a 95% client retention rate, which

Since our inception over a decade ago, G5 has grown to become the

we attribute to the marketing success of our services.

leading digital marketing provider in the multifamily world—we know your industry and offering inside and out.

In 2015 we raised $76 million from PeakEquity Partners to build on our 10-year history of innovation and to continue advancing our clients

G5 was founded in 2005 as a full service website and SEO provider in

ahead of other vendors. In 2014, G5 was named one of the fastest

the real estate industry. Our unique focus on local SEO paved the way

growing private US companies by Inc. Magazine (4th consecutive year),

to support three verticals: senior living, multifamily, and self-storage.

one of North America’s fastest growing technology companies by

We delivered our first websites to multifamily customers in 2008 and

Deloitte (5th consecutive year), and one of Oregon’s fastest growing

were first to market in the multifamily world with responsive design. We

private companies by Portland Business Journal (4th consecutive year).

have since become a leading provider of digital marketing software and

We are one of 33 Google Premier Partners in North America, the only

services to the multifamily industry, providing a results-oriented solution

Premier Partner representing Multifamily.

that continues to evolve with the needs of our clients.

Through the years, we have kept our commitment to our clients by developing sound strategies and work that is effective, memorable,

In fact, multifamily now represents the majority

affordable, and successful long term. Our capabilities are innovative and

of our portfolio. We currently service over 600

extensive, ranging from strategic planning, brand development, website

active clients representing 1.6 million units across

development, digital marketing planning and execution (Content,

our three verticals. Within this client base, 200 of

Social, SEO and SEM), event marketing, and extending strategies offline

those are multifamily customers with over 3,000

for cohesion and consistency.

HOW WE WORK G5 believes collaboration with our clients is critical to our shared

are very busy people with large, diverse responsibilities, of which our

success. We do not proceed on any project until we have your approval.

current projects are but a few. Therefore, we believe that it is up to

For your review, we prepare individual Statements of Work and budgets

our project team to be proactive to get as much early direction and

for each program component and commit to producing top-quality

information as possible.

work within those budgets. We treat your money like our money: with thoughtful planning, clear intentions, and expertly-backed, data-driven

We apply a customer-centric approach to everything we do, from user

decision making.

experience to knowing target audiences and how to segment, personify, and humanize them, making sure we deliver marketing content and

Through many years of experience, we have learned that our clients

programs that attract, stimulate, and retain customers long-term.

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

Page 35

CONCLUSION With our strong background in waging successful campaigns for several multifamily residential communities and other verticals similar to yours, we have the ideal track record, talent, and resources necessary to achieve your goals. You also have our commitment to make your goals our own and to produce and deliver the very best products and services of which we are capable within your approved budgets. We look forward to building a successful future with you and your teams. Thank you for this opportunity to submit this proposal for your exciting new multifamily community. THE G5 TEAM

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

PROPOSAL FOR MARKETING SERVICES LENNAR | NOVEMBER 2016

BUDGET

performance monitoring and reporting, and client management. Estimates

Budget estimates include G5 costs for all components thoroughly outlined

do not include outside costs such as shipping, print or OOH media, printing,

in our proposal for marketing services and are for planning purposes. Details

custom photography, or custom illustration costs.

around additional scope are available upon request. As scope-of-work is further defined, budgets and timelines will be refined. G5 Overall services include research and analysis, assessment, strategic planning,

will work closely with Lennar to further define scope and build a customized

creative concepting, design, creative direction, copywriting, production

timeline to establish milestones based on business objectives, client

and implementation, proofing and Q/A, client presentations and approvals,

engagement, and construction calendar.

DEVELOPMENT WEBSITE DESIGN + IMPLEMENTATION:

$700/month, $8,400/Annually

Phase One: Coming Soon Landing Page

$3,000

(see above)

Phase Two: Full website, Pre-leasing

$12,000

(see above)

Phase Three: Full website, Lease-up

$10,000

(see above)

DIGITAL ADVERTISING

$100

Varies per month*

CONTENT MARKETING AND SOCIAL MEDIA

$5,000

$2000/month

OFFLINE EXTENSION DEVELOPMENT

PRICING ON REQUEST

N/A

(includes Floor Plan Creation)

*See initial draft 6-month Digital Advertising plan attached, final spend dependent on project timeline, occupancy rates, and approvals. Total cost of recommended 6-month advertising plan is $12.5k - $18k inclusive of management fees.

CONTINGENCY STATEMENT The above costs are based on information available at this time and for planning purposes with a contingency of two rounds of client revisions on work produced. Should the scope of work change substantially, at client request or due to vendor changes, or we exceed two rounds of changes, additional charges will be incurred. Estimates do not include shipping, media, printing, photography, or illustration costs unless otherwise noted. ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com

Page 37

ÂŠ 2016 G5 For more information contact: 800.409.2298 or info@getg5.com