Pensam Residential Proposal

PROPOSAL FOR MARKETING SERVICES PENSAM RESIDENTIAL

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

JULY 2016

PROPOSAL FOR MARKETING SERVICES

THE PENSAM AND BH TEAM Thank you for your partnership and for including G5 in the exciting rebrand and launch of your new Denver project, currently The Breakers Resort. We truly appreciate the time the Pensam team and the BH team have spent with us, along with the insight and vision you’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.

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

JULY 2016

PROPOSAL FOR MARKETING SERVICES

JULY 2016

EXECUTIVE SUMMARY As Pensam and BH create a brand-new offering in “resort-style” multifamily living at The Breakers Resort in Denver, they must overcome past perceptions and poor reputation to create new desirable perceptions among target audiences. A targeted, cost-effective leaseup strategy and an integrated launch of the new property brand is paramount to Pensam’s success.

For example, current residents will need to be rallied to be a part of the change at The Resort. Prospects will need to be enticed to “get in on the ground floor” with the opportunity to be one of the first to experience the new Resort. Such messaging phases and audiences are outlined in detail in this proposal.

Additionally, marketing efforts will align with construction phases.

G5 proposes to develop and execute a holistic marketing program and suite of services to take The Resort 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 The Resort 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.

We’ve made some assumptions about the construction timeline to show how marketing efforts could be aligned with each phase, from Pre-close Planning to Internal Launch to Public Launch to Post Public Launch and moving forward.

The budget estimates presented here 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. We recommend an overall budget level in the range of $600,000 for the

With the amount of change Pensam plans to bring to The Breakers Resort, and the degree of phased construction that will occur over a three-year period, marketing efforts will need to align with construction phases and varying messages will be needed for internal

36-month construction period to accomplish launch and lease-up goals in a timely manner and to achieve business objectives. Budgets do not include media costs or outside vendor costs, like printing, photography, or videography.

and external audiences.

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

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TABLE OF CONTENTS »»

Introduction

5

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Situation Analysis

6

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Pensam Business Strategy

8

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The Resort Marketing Objectives

10

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The Resort Marketing Strategy

12

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G5 Proposed Services

17

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Brand Positioning, Identity, and Development

17

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Digital Marketing and Media Strategy and Implementation

22

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Website Development And Implementation

24

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SEO 26

•

SEM 29

•

Content Marketing

31

•

Social Media

36

•

Email Marketing

38

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JULY 2016

Offline Opportunities

39 39

•

Print Ad Campaign

•

Out-of-Home 39

•

Onsite Signage

40

•

Lease Center Experience/Set-Up

40

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Marketing Timeline

41

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Qualifications 43

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How We Work

44

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G5 Pensam Team

45

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Conclusion 47

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Budgets Attached

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

INTRODUCTION The Breakers Resort is a gated, 20-year-old multifamily community located in SE Denver, between the upscale area of Cherry Creek and the suburb of Aurora. The location is five miles from both Cherry Creek and Aurora, 10 miles to downtown Denver, 22 miles to the Denver airport, and 40 miles to the city of Boulder.

Resort is billed as Denver’s first resort-style apartment community.

The property comprises a Floridian Coastal theme and includes 1,523 one- and two-bedroom apartment homes, plus townhomes with attached garages. A total of 980 units are expected to be upgraded at the proposed pace of 40 per month during renovations.

A purchase and sale agreement (PSA) for The Breakers Resort is currently in progress between buyer, Pensam Residential, and sellers, The Bascom Group and Koelbel & Company. Koelbel, the original developer of The Breakers Resort, currently holds an equity stake in the asset along with The Bascom Group backed by the most recent round of financing in 2011 from Holliday Fenoglio Fowler. Property closing is currently set for September 7, 2016, and the loan was rate-locked and capital finalized on July 18.

BH Management Services will handle property management services for the new project in partnership with Pensam. Both companies are planning massive upgrades and improvements to the property spanning 36 months. The closing date for the purchase and sale is set for September 1, 2016, and will be one of the largest multifamily real estate deals in the country this year.

Spanning 200 acres and featuring a 60-acre lake, The Breakers

The complex is divided into six villages, each with a unique name, theme, and clubhouse with pool. A main clubhouse, currently the Catamaran Club, sits lakeside and features a 26,000 square foot recreation center with full-size athletic club, pool, restaurant, event spaces, and more.

Pensam is planning to rename, rebrand, and relaunch The Breakers Resort. To set the stage for the renaming of “The Breakers Resort”, this proposal will simply refer to the property as “The Resort” moving forward. The rename and rebrand will allow Pensam to clearly position The Resort as a highly desirable choice for young professionals, young families, and baby boomers to enjoy and live their daily lives with convenience, service, and community.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

SITUATION ANALYSIS A vast, established community located in the heart of SE Denver in

Any development or planned community is irrevocably entwined

an area of abundant natural beauty, The Resort is poised to become

with the local area in which it resides. Yet, The Resort is currently

a community true to the Denver lifestyle of healthy, active, and

dated and seemingly out-of-place with its Floridian coastal theme

outdoorsy opportunities. With Pensam’s and BH’s deep experience in

in Denver—a land-locked western metropolis flanked by the Rocky

the multifamily world and knowing

Mountains. Pensam’s goal is to bring the property into a locally

what today’s residents demand,

authentic lifestyle offering reflective of the area’s nod to nature,

The Resort has great potential

health, and green living.

to become one of the Denver area’s most coveted amenity-

Additionally, The Resort suffers from reputation issue, as seen in

rich, contemporary, resort-style,

online reviews, and it is currently not perceived as the desirable,

multifamily offerings. Pensam and

upgraded, amenity-rich community it is slated to become. The Resort

BH are committed to a progressive,

also has issues with resident in-fighting, an outcome of a wide-

resident-centric, vision built on a

ranging demographic and psychographic resident set, as well as

strong foundation of convenience,

poor overall management.

service, and community.

Pensam’s goal is to bring the property into a locally authentic lifestyle offering reflective of the area’s nod to nature, health, and green living.

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PROPOSAL FOR MARKETING SERVICES

While Pensam’s new Resort will be a high-quality

destination brand images, so can The Resort while

development with strong benefits for a more refined

amenities, conveniences, and services are added

target audience, it will need to address and improve

and marketed. The positive attributes of resort-style

the perception of the community as part of its

living must be strategically woven into marketing

marketing and PR strategies. Both The Resort and its

and PR programs to gain the needed level of product

surrounding area must be perceived positively by the

understanding to build momentum, initiate tours, and

target audience in order to develop into the prominent

generate leases.

JULY 2016

multifamily community being planned.

Lastly, according to the Metro Denver Economic The Resort currently holds the greatest potential

Development Corporation, Metro Denver is poised

for early recognition and respect with current

to achieve new economic milestones thanks to a

residents who will see the opportunity Pensam

strong entrepreneurial environment, expanded city

brings. They will get excited about the future and

infrastructure, and a growing talented workforce.

will want to be a part of the change over the next

Such growth is taxing the residential real estate

three years and beyond. To potential residents

market causing limited housing supplies and rising

who might be considering The Resort for the first

home prices. Plus, even as the real estate market

time, Pensam’s opportunity lies in surprising and

improves, the industry expects to see a high demand

wowing them from the start with the vision for

of “renters by choice.” These outside factors will

what The Resort is to become.

provide great opportunity for Pensam to tap into Denver’s relocation audience seeking to lease the

As vacation resorts capitalize on their rich amenities,

type of convenient, amenity-rich lifestyle options The

convenience, and service to create desirable

Resort will offer.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

»»

Pensam will focus on adding and upgrading amenities that will make the property unique and highly coveted by residents and prospects—from granite countertops and energy-efficient kitchen appliances to Nest Thermostats and a washer and dryer in every unit to completely overhauling all seven club houses, fitness center, restaurant, event spaces, pools, and adding a convenience store/bistro and other on-site services.

Keeping business priorities top-of-mind will be important as we plan and recommend marketing services. »»

PENSAM BUSINESS STRATEGY

occur at a pace of 40 per month. The bulk of the renovation

Pensam’s business strategy will be to rename, rebrand, and relaunch

budget will go to the main clubhouse/lifestyle/fitness center,

The Breakers Resort to create a new residential offering in SE Denver.

and other shared amenities in various clubhouses and areas throughout the property.

Rebranding efforts will allow Pensam to clearly position The Resort as a highly desirable choice for residents and prospects to live their

»»

Pensam will remodel each of the existing, six village clubhouses

daily lives in a place they almost never have to leave, full of amenities,

in a different manner for a variety of experiences and offerings for

conveniences, and service.

residents (i.e. theater, cyber café, demo kitchen, etc.). »»

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Unit upgrades will not be structural (more of a facelift) and will

Pensam is selling convenience, service, and community to

To the right includes a recap of business strategy learnings from our

transform the new property into the only true “resort-style”

tour in June. Keeping business priorities top-of-mind will be important

residential offering in the area with amenities and luxuries

as we plan and recommend marketing services.

competitors don’t have.

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

PROPOSAL FOR MARKETING SERVICES

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JULY 2016

Pensam will remove all Floridian Coastal style, bringing the property “back home” to Denver to be more authentic and aligned with the Rocky Mountain lifestyle.

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Pensam envisions efforts will help unify the resident community (some will love the changes and stay, others will leave) which will give them the opportunity to create a holistic, connected community.

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Quick lease-up strategies such as incentives and special promotions, as well as heavy marketing efforts such as boosting earned, owned, and paid media will be needed during spikes in vacancies sparked by renovation and construction.

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Unit pricing and amenities costs for residents are TBD, but once known, the pricing structure will inform marketing objectives and strategies.

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Property’s location will allow Pensam to pull from the growing suburb of Aurora and the popular Cherry Creek area. Plus, being only ten miles from Denver, it will give those who want an amenityrich, convenient lifestyle, but can’t afford downtown living, an option close to the city.

»»

With Denver’s population and job growth on the rise, Pensam sees great potential in attracting city newcomers to The Resort with this unique offering.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

RESORT MARKETING OBJECTIVES Although more collaboration is necessary to clearly define Pensam’s marketing objectives, especially as they continue to move down the path of property acquisition, construction, and transition from

»»

not only locally, but with the Denver relocation audience

The Breakers Resort to the new brand, we’ve identified the following

including the employees who are relocating and the companies

objectives that will be important to keep top-of-mind as we plan and

that are hiring them.

recommend marketing services. »»

Educate the Denver community, media, residents, prospects,

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residential community rooted in the amenities, convenience,

new and exciting is going on at The Breakers Resort. Help them

service, and personal connections competitors don’t have.

understand that this project brings a brand new offering, a new newly launched and completely unique residential community. »»

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Millennial/Young Professional; Young Families; Baby Boomers (including young seniors).

fostering understanding of the new Resort’s positioning and

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Appeal to an audience pre-disposed to resort-style amenities and

Reach and inspire the hearts and minds of residents and prospects within three key target audience segments identified:

Garner awareness of the new community name and brand while differentiating factors.

Build a positive reputation among locals as the new, highly desirable SE Denver/Cherry Creek/Aurora area multifamily

current employees, and potential employees that something

management team, and a brand new way of life for what will be a

Generate buzz about The Resort and its newly refined offering

Drive demand among the target audience for property tours and information while generating leads for lease contracts.

those looking to live with such amenities without having to travel to enjoy them.

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

»»

RESORT MARKETING STRATEGY

Create a holistic digital marketing plan to include earned, owned, and paid media, employing Content Marketing, Social Media, SEO, and SEM that aligns with business and marketing objectives.

Based on our initial discovery and analysis of the challenges and opportunities we see for Pensam’s new Denver Resort, we’ve prioritized »»

the following strategies:

Align digital and offline marketing and PR efforts for one cohesive, consistent, memorable experience among target audiences—

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Simplify the brand architecture—create a master brand to replace

ensure messaging and look and feel of all marketing elements

“The Breakers Resort”; rebrand the existing Catamaran Club to

represent a united front and not fragmented tactics.

align with the new master brand and to help position the main clubhouse as the marque amenity it will become; and simplify

»»

Target and feature residents and prospects who epitomize the

village names (for instance something directional) to create a

active Denver lifestyle and want convenience, service, and luxury

sense of unity property-wide and to forego using several sub-

at home without having to purchase real estate.

brands which can cause brand confusion and fragmentation. »» »»

values, but each with unique motivations and needs:

Position The Resort as the only true “resort-style” apartment community in the area offering residents amenities, services, and luxuries competitors don’t have.

»»

Position the Website to be at the core of marketing efforts and, in most cases, the first impression for prospects.

Focus on three target audience consumer segments with shared

»»

•

Millennial/Young Professionals

•

Young Families

•

Baby Boomers

Align marketing efforts with construction phases and differentiate messaging needs to internal and external audiences during each phase.

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

PHASE ONE Pre-construction Messaging—Collaboration. Share the vision, opportunity, and how this new Pensam project will embrace and enhance the Denver community—solicit input from current residents.

INTERNAL AUDIENCES »»

Residents: Stick with us, be part of our change.

»»

Employees: Become the change, be change-makers with us.

EXTERNAL AUDIENCES »»

Prospects: Join us, be one of the first to experience our new community.

»»

Denver: We’re bringing opportunity, progress, and positive impact to Denver and its economy.

»»

Media: A new day is dawning at The Breakers Resort.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

RESORT MARKETING STRATEGY CONT.

PHASE TWO Mid-construction Messaging—Vision. No pain, no gain. Show opportunity, share before and after examples, tease the audience, evoke interest, “pardon our dust”—we know construction can be painful, but stick with us, the payoff will be amazing.

INTERNAL AUDIENCES »»

Residents—Hang in there, exciting things are happening (show examples, get testimonials; give incentives).

»»

Employees—Change is good, sometimes very, very good (show/share examples of the good change, get testimonials).

EXTERNAL AUDIENCES »»

Prospects—Become a charter resident, get in on the ground floor (show examples of the appeal; give incentives).

»»

Denver—We’re continuing to bring opportunity, progress, and positive impact to Denver and its economy (show/share examples of impact).

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Media—Our progress is Denver’s progress (show examples, share testimonials, quotes).

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

PROPOSAL FOR MARKETING SERVICES

RESORT MARKETING STRATEGY CONT.

PHASE THREE Post-construction Messaging—Fruition. This is Denver life at its finest. We celebrate and share our promise of convenience, service, and community, with Denver life at the heart of everything we do.

INTERNAL AUDIENCES »»

Residents—Celebration time. Thank you for sticking with us, without you this vision and outcome would not have be possible.

»»

Employees—Celebration time. Thank you for being the change, without you this vision and outcome would not have be possible.

EXTERNAL AUDIENCES »»

Prospects—Celebration time. Enjoy this new life.

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Denver—Celebration time. Denver at its finest.

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Media—Celebration time. We did it together and did it for Denver.

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Evaluate the performance of the marketing strategy regularly using website performance metrics and market segment analyses.

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Continue to refine the marketing strategy using ongoing research and insight development.

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

JULY 2016

PROPOSAL FOR MARKETING SERVICES

G5 PROPOSED SERVICES

JULY 2016

voice, tagline, and marketing themes used throughout each campaign.

In order to meet Pensam’s business and marketing objectives, G5 proposes the integrated program outlined below.

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

Brand is the perception (good or bad) that customers have about a company, product, service, or organization.

From a timing perspective, we’d partner with the Pensam team to fully understand the construction timeline for The Resort, which will in turn inform the timing of each and every program component. We’ve made

»»

It’s a set of expectations, memories, stories and relationships that,

some estimated timeline recommendations that can be found in the

taken together, account for a consumer’s decision to choose one

timeline flowchart attached to this proposal.

product, service, or even experience over another.

Our natural first step will be to start with brand development and then

»»

competitors and defines its place in the market.

move into website development and digital marketing strategy: BRAND POSITIONING, IDENTITY, AND DEVELOPMENT The correct positioning is extremely important to the early awareness,

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most buzzed about option for apartment home and townhome

Denver project. Examples of effective positioning strategy that G5

living in the area.

has developed for Pensam recently include Axis at One Pine (Florida) foundation for marketing and lease-up strategy and included name development, logo development, positioning strategy, brand pillars, brand

The ultimate goal behind developing a brand for Pensam’s new Denver project is to make the new community “famous” as the

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

and Axis at Westmont (Chicago). Each branding project served as the

Brand positioning is what sets organizations apart from

»»

Equally important, we must not try to make the new property famous to everyone, but famous to the right someone—the target audience.

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

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PROPOSAL FOR MARKETING SERVICES

G5 BRAND DEVELOPMENT APPROACH

JULY 2016

»»

Copper Flats Apartments: •

simons in Aurora; two pools; 1- and 2-bedroom floorplans;

audit and complete rebrand to fully reimagine and relaunch the property.

renovated clubhouse.

We will develop a baseline that will infiltrate the online and offline marketing campaign and website. Scope includes: »»

»»

AMLI at Lowry Estates: •

convenience, service, and personal connections.

plans; owned by real estate company AMLI Residential.

»»

Lowry Park: •

»»

Located next to AMLI at Lowry Estates (divided by a fence);

Analyzing competition and creating a positioning map to ensure

luxury apartments; studio, 1-, 2- and 3-bedroom floorplans;

we encapsulate The Resort’s unique selling points, drivers, and

24-hour fitness; two resort-style pools; nine-hole putting green; many home amenities.

motivators to stand apart from other properties.

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

»»

focus opportunities and play to our strengths while positioning

community’s price-points, square footage options, amenities, etc., is to

The Resort.

come as part of our program: »»

Palomino Park Resort: •

Presents active Denver lifestyle; boasts village atmosphere; 26 floor

Creating a SWOT analysis to clearly define internal strengths and weaknesses, and external opportunities and threats to best

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

»»

Located between Aurora and Cherry Creek; billed as luxury apartment; two pools; nine-hole putting green; pet spa; 1- and 2-bedroom floor-

Defining key objectives that will help position the new property as the most desirable place to live in the area, rooted in amenities,

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Renovated apartments near Anschutz Medical Campus/Fitz-

Our approach to brand development for The Resort will include a cohesive

Developing personas that fall out of three identified target audience segments will help humanize and deeply get to know our

plans; legendary west inspiration; located in Highlands Ranch; 20

audience and inspire how we connect with their hearts and minds

miles from Denver.

in our branding and marketing efforts.

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

THE IDENTIFIED TARGET AUDIENCE SEGMENTS MILLENNIAL/YOUNG PROFESSIONALS Early in their careers, buying is not a priority and in some cases not an option; however, living with conveniences and amenities in an upgraded, well-appointed community is.

YOUNG FAMILIES They need some space; and they need convenience and services to help with their busy lives. They want a nice, upgraded, contemporary place for their family, but don’t want to or can’t afford to buy something comparable that would be priced in the $600k range.

BABY BOOMERS They are looking to downsize their home, but not their life. They want connection to a community, not just an apartment. Plus, they want amenities that enhance their life and offer convenience and services that will allow them to spend their time on their own terms, not maintaining a house or yard or other things that get in the way of their time to play.

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

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PROPOSAL FOR MARKETING SERVICES G5 BRAND DEVELOPMENT APPROACH CONT. »»

Writing a creative brief that serves as a strategic document and

JULY 2016

THE RESORT BRAND BOOK CONTENTS: »»

•

positioning map, SWOT analysis, personas, and creative brief to set the

objectives, target audience, current perception and desired perception

stage for brand development detailed in the book.

»»

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

The Resort’s Brand Point-of-View: •

The Resort’s new naming convention

•

An overview of The Resort brand vision, personality, brand promise, key values, and brand pillars.

Researching and conceptualizing new naming conventions necessary will be influenced by the clearly defined objectives, competitive analysis, SWOT, and persona development explained above. We’ll

•

Brand positioning statement and tagline.

•

Storyline document that highlights each detail so that residents and prospects can immerse themselves into the “story” of what the new

explore several potential names that will authentically tie The Resort

community will become.

to its environment and what sets it apart from other offerings.

•

Copywriting style including brand voice and communication manner.

Included in naming will be a new Resort name and a new name for

•

Editorial guidelines as needed.

the Catamaran Club. Other simplified/directional naming needs can

»»

•

Color palette and type style guidelines.

•

Photography style recommendations.

•

Video style recommendations.

the future. The Brand Book would serve

•

Corporate Identity: business card and letterhead design.

as the foundation for executing The

•

Supporting graphic elements.

document to serve as an internal resource that would guide Pensam’s marketing and PR efforts now and into

Resort’s marketing program. Contents of

»»

Brand execution tactics to be included, but not limited to:

the brand book are outlined on the next

•

Property description.

page. We’d work with Pensam to define

•

Curated photo library and photo style recommendations.

•

Sample headlines and copy pairings.

•

Brochure concept, copywriting, and design .

•

Signage design and guidelines.

•

SEM display ad design (set of 4).

exactly what will be included in the Brand Book before it is finalized so that it’s custom to your needs.

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Logo design and set‐up specifications — including tagline/logo lock-up options.

Creating The Resort Brand Book to pull all branding elements into one

BRAND BOOK

The Resort’s Visual Brand Identity: •

be added as necessary. »»

Compilation of insights outlining objectives, competitive analysis and

foundation for brand development. The brief will cover aspects like of our target audience, the brand character we’re setting out to create,

»»

Key Insights:

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

BRAND AMBASSADOR PROGRAM Long before a brand is promoted to external audiences, it’s important to understand that branding needs to start from within. We recommend Pensam and BH create a Brand Ambassador program. Members of our staff have worked on such programs previous to G5, and we can help The Resort do the same.

The most important first steps to creating an ambassador program are to clearly define objectives to understand what you set to achieve and to identify ambassadors who have already organically started to advocate for your brand.

There will be employees who are super excited and engaged by the Pensam/BH vision, and the same can be said for current residents. Find these individuals and engage them. Fostered properly, their relationship with your brand will spread to their families, friends, and followers, and thusly expand your brand presence.

An ideal way to officially launch the program would be to throw a brand launch party with employees and residents to help generate excitement and awareness with internal audiences.

We would collaborate with Pensam and BH to decide how the program should be structured and test ideas for future success. Our creative services team can help create swag and giveaways for your ambassadors that will make them feel special and part of an important club, and will be used to help spread the word about the project. Our social and content teams will help identify ways to empower, promote, and engage ambassadors for optimal outreach. We would collaborate on how to give ambassadors the spotlight, how to reward them for their efforts, and how to measure success.

An ideal way to officially launch the program would be to throw a brand launch party with employees and residents to help generate excitement and awareness with internal audiences. External branding is more successful when it’s derived from a solid foundation of internal brand inspiration and knowledge. Keeping employees and residents who will stay through construction pains informed and updated, and giving them the “first look” at new brand elements will make them feel special and continue to elicit brand support and ambassadorship among them.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

DIGITAL MARKETING AND MEDIA STRATEGY AND IMPLEMENTATION A well-planned digital strategy will arm Pensam to efficiently change the internal and external perception of The Resort, address current reputation issues, and raise awareness, excitement, and understanding among targeted audiences. This involves developing a strategy around website development, SEO, and digital media—paid, content marketing, and social.

Equally critical will be to align PR and offline marketing efforts with the digital plan. We know that Pensam is currently looking for a PR firm, and G5 anticipates partnering closely with the new PR team to ensure consistencies across all PR and marketing channels.

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 Denver property’s complete offering and uniqueness.

»»

Advocacy: Helping them to quickly understand and believe in the Pensam and BH 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 Resort will enhance their life.

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

The next section outlines the components of our digital strategy.

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

WEBSITE DEVELOPMENT AND IMPLEMENTATION Developing, implementing, and optimizing websites is at the core of what G5 does for hundreds of clients, including Pensam. The Resort’s 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

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 Product departments to ensure vision is on point and functional needs are met.

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 Pensam in building a comprehensive prospect database and comprise everything there is to know about the new property. Ultimately, the site needs to drive prospect tours, integrate with internal leasing software, and continually capture contact information.

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. Further website requirements to be solicited from Pensam and G5 Solution (including phased components) will be recommended.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

WEBSITE DEVELOPMENT AND IMPLEMENTATION CONT.

PHASE ONE Pre-construction Launch—Collaboration. An initial website launch that unveils the vision, opportunity, and how this new Pensam project will embrace and enhance the Denver community. This website should incorporate the new name and highlight the initial construction that has begun and clearly display floor plans and pricing to capture interest and leads.

PHASE TWO Mid-construction Launch—Vision. 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, 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 1 touch point, we would look to introduce The Resort on a brand new G5 Theme where Pensam will be a stakeholder in order to garner buzz and make a splash..

PHASE THREE Post-construction Launch—Fruition. This launch of the final website should showcase Denver life at its finest. The promise of convenience, service and community should be reflected throughout the website through an updated layout, additional pages, imagery, and all of the “bells and whistles” that will set The Resort’s website apart.

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

PROPOSAL FOR MARKETING SERVICES

LEVERAGING A G5 THEME: A SCALABLE DESIGN SOLUTION G5 has developed a collection of sophisticated designs to meet a variety of business and user needs specific to the multifamily industry. These engaging and conversion-oriented designs – G5 Themes – incorporate the latest industry design trends and best practices plus findings from our own Conversion Rate Optimization (CRO) team. The uniqueness of the G5 Marketing Cloud includes a completely revolutionary layout structure that allows our clients to incorporate any combination of images, color rows and columns, and a large library of G5 Widgets (precoded applications with specific functionality). »»

Robust site hierarchy that includes multiple unique pages such

We want to partner with Pensam to develop and release a brand new G5

as construction updates, resident news, and numerous photo

Theme, allowing The Resort to be the very first client to launch. Using

galleries and amenities pages detailing the resort lifestyle and

G5’s very flexible framework, we will be able to create an intricate site

property differentiating factors.

hierarchy and unique website that will allow this property differentiation while utilizing our platform’s proprietary, scalable technology – Anytime

»»

Personalized colors, fonts, and photography to reinforce brand.

»»

Movement that promotes user feedback.

»»

Performance optimized layout components (use of calls to

Redesign™. This technology will empower Pensam to change nearly anything on your website at anytime, from simple evolutionary changes (add a new page) to a full redesign/phased launch (make structural/ layout changes as branding and marketing evolve). This flexibility is

actions, leasing integrations) to drive occupancy.

crucial in order for the Pensam website to grow and scale in tandem with property renovations and key touch points of the marketing strategy. »»

Use of G5’s robust, vertical-specific widget library (including leasing integrations).

Pensam’s distinct, new website design will stem from newly defined branding and address target personas and competitive positioning by leveraging the following:

»»

Responsive design for optimal user-experience on any device.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

important markers of trust in local search. In 2015, it was reported

SEO

that 28% of a location’s ranking for searches with locally-based intent

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

depended on accurate and consistent business citations across the

definition, SEO is the practice of improving and promoting a website to

internet (source: Moz). As such, G5 recommends a proactive approach

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

to citation management through the newly developed Social SEO-

increase website traffic, but specifically to increase qualified traffic to

Premium Bundle outlined below.

your website. We want to optimize your website so that search engines know exactly who will find it compelling. We want the customers who

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

find your website through search to identify with your message, find it

assets (Yelp, Google My Business, and Facebook) for The Breakers

valuable, and eventually decide to convert.

Resort. Acquisition of these assets will be necessary when launching The Resort’s brand. When The Resort is ready to launch,

As search engine algorithms strive to improve the quality of websites that

new pages on these three platforms will need to be created in order

they serve to their users, providing useful and interesting content and

to achieve a blank-slate reputation for this brand

copy on a website is paramount to getting found. In addition to providing

new community. Creation

best-in-class traditional SEO elements, G5 SEO will partner closely

of these new citations

with our Content Marketing team to ensure that G5 is optimizing the

will be coordinated

information on your website for your intended audiences.

with the deletion and/or

HTS

KEY INSIG COLORS

GO LINE | LO

| TAG

WEBSITE

closing of pages for The As the rebranding of The Resort unfolds, it will be necessary to take a

Breakers Resort in order to

proactive approach to reestablishing the community’s online authority

re-start online reputation

through online citations. Citation consistency remains one of the most

with the rebrand.

ORITY &

SEO AUTH NE

COPY TO

COMPETE

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

RIENCE

PE USER EX

N ENTIATIO

TIVE DIFFER

DOMAIN

Y

STRATEG

PROPOSAL FOR MARKETING SERVICES

JULY 2016

DELIVERED DURING IMPLEMENTATION OF THE WEBSITE »»

»»

»»

Client Communication: •

SEO Introduction Calls (subject to process change).

•

Preliminary SEO business research performed:

•

Project Manager and Sales Collaboration.

On Page Elements:

ONGOING SERVICES

•

SEO Values Checklist Review, including citations and location specific research.

•

SEO Website Staging Review.

•

SEO Strategy Including Keyword Terms.

• • •

Header Tags.

•

Monitor for crawl errors.

•

Internal Links.

•

Monitor for Manual Penalties & HTML

•

Sitemap Creation & Submission.

•

Alt-Text Review.

•

404 errors audit.

•

Schema Markup Review.

•

301 redirects.

•

File Size Review.

•

URL Structure Review.

•

SEO General Audits.

•

User Experience Review.

•

Branding Audit.

•

Google Analytics Tracking Code Setup.

•

Online Reputation Audit.

»»

Ongoing SEO Communication & Support

Title Tags.

»»

SEO Support for Internal Teams.

Meta Descriptions.

»»

Google Search Console Monitoring:

as available.

improvement.

»»

SEO Audits:

Off Page Elements: •

Google Analytics Account Setup.

•

Google Search Console Setup/Verification/Tracking.

•

Google Analytics linked with Google Search Console.

•

Business Listing Setup & Optimization (see Social SEO Package).

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

CONTENT MARKETING—SEO ANALYSIS »»

Conduct a thorough analysis of relevant

•

trending topics and advanced keyword research

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

to identify topics of interest to each target

ness, and if client is willing to receive the page.

audience. »»

Facebook:

Keyword optimization for all content created under G5’s Content Marketing program.

-- G5 can consult client on how to further optimize a client-owned page.

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

SOCIAL SEO—PREMIUM BUNDLE. »»

»»

•

Reputation Manager.

•

Google+ (setup, verify, optimize, manage).

•

Yelp & Bing (setup, optimize).

Citation Management: • • •

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Enterprise package SEO offering:

Listing Set Up & Push.

»»

Video Search Engine Optimization:

»»

User Behavior Reporting:

Duplicate and Error Suppression.

•

Optimize on-website video content.

•

Heatmaps.

Monitoring & Optimization.

•

Optimize 2 videos/month ongoing.

•

Scrollmaps.

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

PROPOSAL FOR MARKETING SERVICES

SEM

JULY 2016

DISPLAY

Paid advertising is essential to reaching highly targeted segments of the

G5’s combination of contextual campaign targeting (placements,

market and includes paid search, retargeting, display, and paid social.

keywords, topics) and audience category targeting (behavioral, in-market, demographic) zeros in on your property’s top-of-funnel

G5 has been the leader in Paid Advertising in the Real Estate industry

prospects and drives brand recognition, loyalty, and engagement. Before

for over a decade. Our robust strategies have been developed through

an active online search process begins, G5 influences the perception

the analysis of billions of data points specific to our verticals. The

of the community’s new brand through visually engaging image ads

G5 team has executed and managed extensive campaign strategies

created by G5’s creative services team.

for multifamily properties of all types in all major and minor markets across the US.

Drive leads to your site and your brand with your marketing dollars—not

G5 is a Google Premier Partner in the Real Estate industry. This relationship provides us with direct performance and optimization analysis and support, invites to features, tools, and product betas for our clients (not yet released to the public) and priority access to industry insights and training. Our Premier Partner status also helps you stay ahead of the curve, as we work with a dedicated Strategic Partnership team at Google to stay abreast of auction algorithm changes, SERP updates, and new features.

an ILS—and for a fraction of the cost. G5 engages Local and Nationwide targeted Search Advertising Campaigns to capture prospects who have begun actively searching for your services on Google, Bing, and Yahoo.

Our comprehensive keyword strategy captures the warmest leads possible and delivers them directly to your optimized website, helping active prospects find your community.

RETARGETING Retargeting delivers targeted display ads across the Google Display

As prospective residents and their families work their way through the customer decision/buyer journey, G5’s Paid Advertising Team will assist in optimizing opportunities to engage and delight current and prospective residents.

PAID SEARCH

Network to prospects who have previously visited your website but did not convert. Ads are only shown to users who have a demonstrated interest in your business, increasing their potential to drive qualified leads and high rates of engagement.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

REPORTING:

REBRANDING AND LEASE-UP STRATEGY APPROACH

»»

Two to three months prior to the grand opening date, we will accelerate display

•

Impressions

•

Clicks

advertising in combination with branded paid search campaigns, paid search

•

Spend

discovery campaigns, and retargeting campaigns to amplify brand awareness, project

•

Click Through Rate Average

exposure, re-engagement, and pre-leasing opportunities. Image ads will mirror the

•

Average Cost Per Click

•

Average Position

•

Web Form Submissions

•

Call Tracking

content and messaging used in other channels created by G5’s creative team.

Branded search campaigns will utilize high-converting, low-cost branded keywords to ensure the community dominates search engine results pages, preventing competitors

»»

from capturing targeted prospects who are ready to engage with your website. We will bid on the “Breakers” type keywords, in addition to new branded name keywords.

Retargeting will encourage re-engagement from users who have visited your site but did not convert into leads. This will ensure that your property stays top-of-mind

»»

throughout the sales cycle, and continues the storytelling process—highlighting elements of the “lifestyle” your ideal audience would expect to experience while residing at the newly renovated property. Discovery search campaigns interact with prospects who search from outside of the local area because they may be considering a move to the area and are starting planning the process.

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Monthly review of key performance metrics:

»»

Optimizations: •

Keyword Updates

•

Ad Text Optimizations

•

Ad Extensions

•

Negative Keywords

•

Mobile Bid Modifiers

Adjustments: •

Underperforming Keywords

•

Location Exclusions

•

Audience Targeting Adjustments

•

Daily and Monthly Budgets

Analysis: •

Keyword Bids

•

Geographic Targeting

One month prior to opening and moving forward, we recommend continuing the

•

Competition

display, search, and retargeting, but adjusting budgets based on occupancy rates, and

•

Ad Positioning

revising messaging.

•

Device Performance

•

A/B Test Strategy

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

PROPOSAL FOR MARKETING SERVICES

CONTENT MARKETING Content Marketing is all about creating and distributing valuable information, messaging, and stories that entertain, educate, and engage your target audience. It can take many forms and must be a strategic approach to using copy, blog posts, graphics, infographics, videos, images, and more to help tell your brand story to the right audiences at the right time.

Examples of content marketing tactics include publishing stories on trending topics on your blog and then amplifying them socially to help attract new customers to your brand. Or, creating infographics that help simplify a complicated process or offering to educate your audience and help them take the action you desire for them.

Content marketing is rooted in knowing what your target audience needs and wants from your brand. This is where keyword research, topic trend watching, and personifying your target audience comes into play. A strong content strategy will also help you stay competitive in your market.

JULY 2016

For instance, our content efforts must not only communicate the benefits of the newly rebranded and relaunched Resort, but it must go a step further and communicate the benefit to the benefit and, in some cases, the issue beneath the issue.

Examples: Benefit—Resort style living for renters, lots of amenities.

Benefit to the benefit—Everything conveniently located means I never have to leave the community unless for work.

It’s like a small city!

Customer challenge or issue—I need a place to live.

Issue beneath the issue—I am looking for a lifestyle and community, not just a roof.

We know that customers and prospects seek answers to their questions 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 thoughtful and consistent with content production, continually fostering new ideas, and motivating performance.

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

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PROPOSAL FOR MARKETING SERVICES

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CONTENT MARKETING CONT. Finally, content marketing works. 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).

Our high-level goals in creating a content marketing program for launching Pensam’s new Denver property would include creating, curating and distributing content that accomplishes the following: »»

Influences buying decisions and fosters loyalty: •

Research proves consumers are more likely to buy, and continue to buy, from a company that provides content that speaks to their needs, solves their problems, and helps them on their buying journey.

»»

Garners brand authority and builds awareness: •

Gives you the power of storytelling to humanize your brand and tap into your customers’ hearts and minds while fostering their engagement and shares.

»»

•

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

•

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 strategy needs to evolve to include content that helps drive qualified leads and site traffic.

•

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

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

G5 CONTENT MARKETING APPROACH Below is a high-level step-by-step approach to how we’d create a content marketing plan for The Resort.

»»

Conduct thorough SEO analysis and advanced keyword research

»»

relevant topics and stories residents and prospects are interested in.

to know where your target audiences’ online interests lie. »»

Take key findings/analysis from the brand positioning phase

Develop (write, design, and even curate) content assets around

»»

Ensure content is search optimized.

»»

Distribute and amplify content via earned media (published by

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

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

Map your customers’ journey to better understand their actions

media (your social communities, your blog or newsletter, your

and how they interact with your brand and your content.

website/landing page, even your email marketing program); and paid media (search, display, retargeting, native advertising).

»»

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

a content brief.

Provide monthly to quarterly content marketing recommendations based on four key elements: 1. keyword research; 2. topics

»»

Create a content calendar that aligns with construction timeline,

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

events, and key timely marketing messages.

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

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

CONTENT MARKETING CONT: TACTICAL EFFORTS WILL INCLUDE: »»

The Resort 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).

»»

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

»»

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

»»

Strong lead visuals and eye-catching graphics and curation.

»»

Content curation research and documentation—align with third party stories that help tell The Resort’s story and address Pensam’s goal, post accordingly.

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»»

Social media alignment.

»»

SEO and SEM alignment.

»»

Event marketing ideas and alignment for capturing content.

»»

KPIs defined.

»»

Quarterly performance review

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

CONTENT MARKETING CONT: Below are a few tactical examples of topics and content types we might create as part of the Denver plan. We created the following ideas categorized by target audience segments and construction phases.

»»

Denver’s top-ten quietest places blog post (escape

»»

community and neighborly interaction).

construction noise). »»

How to throw a progressive dinner party with your neighbors (build

Meet our staff! (showcase and “hero up” the people behind all the

»»

My Denver Journey (solicit stories from local residents—feature resident writers when possible, cover their journey to Denver and

great amenities and service provided at The Resort).

specifically how they discovered the new community). »»

Before and after photo and/or video gallery as construction progresses (build excitement, HGTV style).

»»

Share a relevant curated story from a Denver thought leader (Denver Post for example), position it/comment on it to direct it to

»»

Top-ten amenities/changes residents are most excited to see when

your target audience.

the project is complete (collaboration with excited residents). »» »»

Why we’re green and how we did it (explain how The Resort

Perfect staycation—a day in the life; living like you’re on vacation

took extra steps to be socially conscious about green initiatives,

at the new property (help prospects picture life there).

such as installing Nest Thermostats in all units, and any other environmentally friendly facts that will resonate with audiences).

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

SOCIAL MEDIA

comment, positive or negative. We can always add channels later, but

Social media is an integral

»»

for now see these three as top priorities.

Facebook:

component of content

•

20% of overall time spent digitally is spent on Facebook.

marketing. While planning

•

Highly targeted social channel.

•

Heavy content shares and engagement; fosters emotion.

•

Engage one-on-one with target audience.

•

Directly target users within three target audience segments in the

social media efforts, G5 will define and recommend social channels that will

Denver metro area.

best carry key messages

•

and content for the new Denver property. Goals with social will include boosting

estate offerings.

»»

Instagram: •

brand awareness and understanding about The Resort, inspiring

estate offerings.

amplifying content marketing efforts, driving website traffic, and ultimately sparking tours that lead to leases. »»

•

More popular with younger demo than Facebook.

•

Strong user base that continues to grow.

Twitter: •

we recommend developing and implementing three prioritized social channels—Facebook, Twitter, and Instagram. More consumers than ever

We’ll guide Pensam to connect with customers and respond to every

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Twitter is popular and super timely social channel, particularly with local, regional and national media.

•

Twitter is another channel to distribute and amplify exciting content about The Resort, and in many cases give Pensam access to a

are interacting with brands via these social channels with questions, comments, and concerns, and it’s important for them to feel heard.

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

engagement with targeted segments of the audience, sharing and

Based on our initial discovery and experience in the multifamily world,

Heavy video and photo content, both critical to marketing real

different social audience than Facebook and Instagram.

•

Activating a Twitter account also allows Pensam/BH to respond to any conversations that might be going on about The Report.

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

»»

G5 SOCIAL MEDIA APPROACH

Local events The Resort could host, sponsor, or take part in as ways of gathering social content and connecting locally.

Based on brand development, website development, and content

»»

Replace printed collateral like event and informational flyers with consistent social posts.

marketing efforts, we will help Pensam build social communities to feature the best of The Resort and its offerings to target audiences.

»»

Message/copywriting/scripts for each post outlined in calendar.

Our strategy is to get Pensam started on these three social channels,

»»

Consultation on replying to social community when warranted.

and to have the Pensam team create the profiles and manage the

»»

Image/video curation and minor editing for optimal posting experience for each post outlined in calendar.

communities. G5 would help do the heavy lifting of content planning, creation (copywriting/graphics), and consultation, but Pensam would be

»»

Posts will be used to amplify content marketing efforts such as blog post sharing, as well as to promote specific, timely, and

responsible for posting and monitoring engagement.

sometimes on-off messages created specifically for each channel

TACTICAL EFFORTS WILL INCLUDE:

such as:

»»

Facebook profile build consultation.

•

Property highlights with images.

»»

Instagram profile build consultation.

•

Construction milestones with video or images.

»»

Twitter account build consultation.

•

Promotional events with video or images.

Employee and Resident Engagement on Social: Help Pensam/The

•

Micro-moments to show what life is

»»

like at The Resort, sweet moments

Resort activate as many credible, positive, trustworthy employee

documented in candid photos.

and resident voices as possible who are willing to post about The Resort in a positive light and make some of their content available publicly on social. »»

Social-post calendar with defined content topics and posting frequency.

•

Employee highlights.

»»

KPIs defined.

»»

Quarterly performance review.

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

Page 37

PROPOSAL FOR MARKETING SERVICES EMAIL MARKETING

EMAIL MARKETING Email will be an important “owned” channel for Pensam. It’s a successful way to communicate with key internal audiences such as current residents and employees to keep them apprised of construction milestones, instill transparency, share key info in a timely manner, and to help communicate the vision of what’s to come. We are curious to know how many contacts The Breakers currently has on its monthly newsletter list, as this could be a viable channel to continue to cultivate while amplifying new content marketing assets.

Pensam has also mentioned replacing printed collateral like informational flyers with a consistent email campaign that aligns

Page 38

with social efforts. G5 would like to help Pensam create an email

Additionally, as Pensam and BH build their prospect list as our

marketing campaign by offering our services around message/audience

marketing efforts drive them into our sales/lease funnel, we can help

prioritization and planning, content ideation and creation (copy and

create an email marketing program to help cultivate leads and turn

images), and call-to-action planning. Pensam would be responsible for

them into leases. Again, Pensam would be responsible for executing

executing (sending) and monitoring emails, but G5 would help do the

(sending) and monitoring emails, but G5 would help do the heavy lifting

heavy lifting of content planning and creation.

of content planning and creation.

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

PROPOSAL FOR MARKETING SERVICES

OFFLINE OPPORTUNITIES

JULY 2016

two 8x10 print ad executions (unless otherwise requested during

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 would concept and execute the creative for each channel and prepare files to spec per Pensam’s media plan and buy requirements.

development) within one campaign. Resizes quoted separately. Please note: many times print publications will offer digital counterparts to their advertising packages. We will work Pensam to fulfill digital advertising in such instances as needed.

OUT-OF-HOME We recommend exploring OOH (outdoor billboards, transit, mallscapes, projections, etc.) options in the local area to help with creating buzz

PRINT AD CAMPAIGN There will be occasions when Pensam will need to be in marque print titles and regional/local/city publications (relocation or city guide issues for instance) to reach the right audience at the right time and help tell stories 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 counterparts provide, and drive a call-to-action when

around the relaunch of The Resort and garnering brand awareness. OOH allows you to create brand experiences in large-format, high-trafficked, high-impact locations to spread the word that there’s a new, highly desirable multifamily property in town. OOH is recommended for a pure brand awareness play, not as a measured lead generation tactic.

placed in relevant and timely media opportunities.

G5 would concept and execute the creative, and prepare files to spec

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

two 14’x48’ billboard executions (unless otherwise requested during

spec per Pensam’s media plan and buy requirements. Scope includes

per Pensam’s media plan and buy requirements. Scope includes development) within one campaign. Resizes quoted separately.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

ONSITE SIGNAGE

LEASE CENTER EXPERIENCE/SET-UP

We know Pensam will be hiring a signage vendor to inventory all current

An appealing lease center is important for turning tours into leases.

signage and identify changes needed and gaps that may exist today.

Working with your staff, after assessing the center itself and its possibilities, we would develop a plan to include:

All signage will need to be executed with the new brand identity; therefore, we’ve included initial examples of how the new brand can

»»

be executed in signage. We know that once the signage inventory is

Large-format posters and photos/renderings of unit remodels, flagship amenities, noteworthy outdoor spaces.

complete, there will be several needs for signage. G5 recommends the sign company identify all master signs/templates needed, including

»»

Physical site map (budget TBD based on further-defined scope).

»»

Other collateral/brochures necessary, including iPad versions for

specs, and that our company design each unique template that the sign company can then take and execute, print, and install.

sales teams to use in meetings (budget TBD based on furtherdefined scope). »»

Lease Center looping video (could be used on website and social/content channels as well, budget TBD based on furtherdefined scope).

»»

G5 would concept and execute the creative and prepare files to spec per Pensam’s requirements.

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

MARKETING TIMELINE We will align marketing efforts with the project timeline and construction phases. We’ve made some assumptions about the construction timeline and how marketing efforts could be aligned with each phase.

»»

Pre-close Planning •

G5 proposal and approval.

•

Brand development planning starts.

•

Website and SEO planning starts.

•

Digital marketing and media planning starts.

•

Launch brand ambassadors, hold resident and employee internal events, promote via owned channels; capture content (video, photos, and quotes) for marketing needs.

•

Old website taken down immediately if Pensam has no control over content on the old site after closing.

»»

Internal Launch/Property Close Date •

Starts with property close date and continues up to Public Launch

•

Real estate transaction Media Release, plan in place for media calls

• •

•

and exciting things to come, with clear contact info for questions.

•

Keep current social channels “turned on” if they come with the sale of

and inquiries.

the property, post content about the transaction, continue to monitor,

Email to current residents and employees to give them the facts and

and proactively respond to comments—eventually current social

contact info for questions and concerns.

accounts will be closed and brand new ones created. Note: if social profiles do not come with the sale, have them turned off immediately.

Foster open conversation with residents and employees (info sessions, email updates, etc.) and survey internal audiences on

•

Continue to address internal concerns and amplify excitement via content on marketing channels.

Brand package developed and completed between now and leading up to Public Launch.

what they know/think about the new project.

•

Phase I website launched; content on the site about the transaction

•

Website and SEO development and implementation leading up to Public Launch.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

PUBLIC LAUNCH (TBD # OF MONTHS)

»»

New display advertising + retargeting.

The Public Launch is TBD at this time, but a few factors can help us

»»

New branded search campaigns.

»»

New offline advertising starts (such as print, OOH, etc.).

»»

Sales Center set up.

»»

Public events—media, prospects, residents, employees; capture

identify a reasonable timeframe. For instance, given the September 7 close date, the need for time for construction progress, the need for time for brand development progress, and the fact the cluttered Holiday Season falls just a couple of months after closing, January may be the most realistic timeframe for the launch. The new beginnings, New Year, and fresh-start mindset that we experience at the start of each year could be the perfect time to publically launch

content (video, photos, and quotes) for marketing needs.

the new Resort. Below are events/tasks we see as necessary for the Public Launch: »»

»»

channels; capture content (video, photos, and quotes) for

New name brand identity, brand positioning, and brand promise

marketing needs.

announced and launched via:

»»

»»

•

Media release.

•

New website.

•

New blog on website.

»»

New Facebook, Yelp, Google My Business.

•

Launch G5 citation management service.

Facebook, Instagram, Twitter.

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

•

•

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POST PUBLIC LAUNCH

Rebrand online citations:

New social channels created:

Grand Opening Event—promote on earned, owned and paid

»»

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.

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

QUALIFICATIONS

200 of those are multifamily customers with over 3,000 communities.

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

the marketing success of our services.

G5 boasts greater than a 95% client retention rate, which we attribute to

leading digital marketing provider in the multifamily world—we know your industry and offering inside and out. Plus, over the last year, we’ve

In 2015 we raised $76 million from PeakEquity Partners to build on our

collaborated with Pensam to achieve great success on other properties

10-year history of innovation and to continue advancing our clients

in your portfolio.

ahead of other vendors. In 2014, G5 was named one of the fastest growing private US companies by Inc. Magazine (4th consecutive

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

year), one of North America’s fastest growing technology companies

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

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

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

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

We delivered our first websites to multifamily customers in 2008 and

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

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

Premier Partner representing multifamily.

We have since become a leading provider of digital marketing software and services to the multifamily industry, providing a results-oriented

Through the years, we have kept our commitment to our clients by

solution that continues to evolve with the needs of our clients.

developing sound strategies and work that is effective, memorable, affordable, and successful long term. Our capabilities are innovative

In fact, multifamily now represents the majority

and extensive, ranging from strategic planning, brand development,

of our portfolio. We currently service over 600

website development, digital marketing planning and execution

active clients representing 1.6 million units

(Content, Social, SEO and SEM), event marketing, and extending

across our three verticals. Within this client base,

strategies offline for cohesion and consistency.

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

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PROPOSAL FOR MARKETING SERVICES

JULY 2016

HOW WE WORK

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

G5 believes collaboration with our clients is critical to our shared

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

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

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

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

information as possible.

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

for each program component and commit to producing top-quality work within those budgets. We treat your money like our money: with

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

thoughtful planning, clear intentions, and expertly-backed, data-driven

experience to knowing target audiences and how to segment, personify,

decision making.

and humanize them, making sure we deliver marketing content and programs that attract, stimulate, and retain customers long-term.

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

PROPOSAL FOR MARKETING SERVICES

JULY 2016

G5 PENSAM TEAM Your G5 Pensam team includes several dedicated team members, many behind the scenes. Those on the “front lines” include:

CHRISTINA AGUET, CLIENT PERFORMANCE MANAGER Christina is Pensam’s main point of contact for every facet of their portfolio, encompassing billing, support, strategy, and performance. Prior to G5, she worked in a client-services role supporting real estate lead generation software vendors.

DAVE BELTRAMINI, VP OF DIGITAL PERFORMANCE Dave leads the Pensam strategy team and brings over 15 years of online marketing experience to G5, having spent time with Verizon, Covad and most recently YouSendIt. A graduate of Boston College who also holds an MBA from USC, Dave has also won numerous awards, including the IAB’s Search Campaign of the Year for 2006.

MACKENZIE CRAVEN, DESIGN DIRECTOR Mackenzie leads all design and creative efforts for Pensam. With 8 years in digital marketing and design, Mackenzie earned her degree in Communication Studies from the University of San Diego and prior to G5 worked in Digital Marketing, exclusively managing the Universal Pictures Theatrical account.

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

DANIELLE DUNHAM, PAID PERFORMANCE MANAGER Danielle is responsible for the strategy, execution, management, optimization, and reporting for paid search, display, and social advertising. She is certified in Google Adwords Search, Display, Analytics, and Bing Ads. Prior to G5, she worked at Yahoo as a creative strategist in search and has over four years of digital marketing experience.

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PROPOSAL FOR MARKETING SERVICES

RYAN HOLMES, REGIONAL SALES EXECUTIVE/ADVISOR Ryan will continue to manage the growth and additional product needs for Pensam Residential. He will also lead the contract process for both The Resort and future projects. Prior to G5, Ryan worked in medical biotech, supporting an advanced blood-testing platform that looked at markers of heart disease and diabetes.

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MARION KELLO, MARKETING & CONTENT STRATEGY Marion handles marketing and content strategy for Pensam, helping to develop creative and objectives-driven marketing strategies to drive business goals. Prior to G5, she spent most of her career in the ad agency world planning and managing client accounts, and developing new business.

Most recently, Marion was the marketing and media strategist at St. Jude Children’s Research Hospital in Memphis.

JULY 2016

MARTIN STEIN, CHIEF MARKETING OFFICER Martin is Pensam’s executive sponsor at G5, providing keen insights and ongoing, high-level direction as the marketing program unfolds. At G5, Martin is responsible for product management and product marketing. He brings over 20 years of Hi-Tech experience and expertise in consumer and enterprise software marketing, product management, analytics, eCommerce, and publishing from companies like Apple, Nero, Quark, and IDG.

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

SHANNON MCDOWELL, SEO ANALYST Shannon is Pensam’s dedicated SEO Analyst. She keeps her finger on the pulse of the ever-changing search engine technology in order to drive qualified traffic to Pensam’s websites via organic search. Shannon has over five years of experience in data analysis and research. Prior to G5, she specialized in the research and development of new technologies for the outdoor retail industry.

PROPOSAL FOR MARKETING SERVICES

JULY 2016

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 Denver multifamily community.

The G5 Team

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

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