Bespoke Marketing Proposal
Evans Ridge
UNDERSTANDING OUR BUSINESS
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your Team Bespoke Defined Marketing Strategy By the numbers Value Proposition Auction house Exposure Web marketing Print Banner Advertising magazine Placement Targeted publications PR Support Activity Reporting Summary of Benefits
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
10687 Evans Ridge Road
UNDERSTANDING OUR BUSINESS
Your Team – Central Region Clayton Andrews Senior Vice President, Regional Manager 312.618.3325 candrews@christies.com Natalie Hamrick Marketing Analyst 312.852.3705 nhamrick@christies.com Claire Spadafora Administrative Assistant 312.860.4952 cspadafora@christies.com El Moriarty Senior Manager, Client Services 212-974-4421 emoriarty@christies.com
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
What is Bespoke?
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Individually tailored
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Made to specification
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High degree of customization and quality
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Bespoke Marketing Strategy •
Generate high-quality referrals from Christie’s and Christie’s International Real Estate.
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Provide a program with dedicated resources and marketing support to secure and extend the most high-profile and competitive listings.
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Maximize our global reach, public relations, and marketing channels to build
international awareness of your finest properties and to find buyers.
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Bespoke Marketing Proposal
By the Numbers •
Total Properties: 68 22 Christie’s Referrals
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Total Value: $1.6 billion
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Average Price: $23.5 million
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US$10 Million and Above: 43
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US$20 Million and Above: 22
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Total Value Sold: $259 million
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Bespoke Marketing Proposal
Custom-Tailored Marketing for the World’s Most Extraordinary Properties
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Bespoke Marketing Proposal
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Proprietary programs and auction venues reserved for properties enrolled
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Marketing initiatives supported by our art house colleagues
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Property-specific custom-designed marketing plan and monthly reports
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Hands-on support of your regional vice-president and marketing analysts
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Christie’s International Real Estate and local Affiliate working as a selling team
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Exclusive – less than 1% of Christie’s International Real Estate’s listings
Value Proposition: Proprietary Marketing Venues • Auction House Lobby Exposure
• Christie’s Web Site
• Christie’s International Real Estate Magazine
• Christie’s International Real Estate Web Site
• Presentation Books
• Targeted Mailings
• Auction Catalogues
• E-Campaigns
• Promotion Cards and Bookmarks
• Video Initiatives
• Proprietary Christie’s Publications
• Social Media
• PR Support
• Activity Reporting
• Christie’s Events • Global Media Plan
*Each value proposition expertly tailored to your property UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Lobby Video featuring a montage of properties at: Christie’s Rockefeller Center Christie’s King Street, London
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Target Date: Within 45-60 days of enrollment
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Auction House Exposure •
Property of the Month Video showcasing Evans Ridge
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Example: http://www.christiesrealestate.com /PropertyDetails/263182/1539344 /75/9#263182/1539344/75/9
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Target Date: Within 30 days of enrollment
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Auction House Exposure •
Inclusion in Brochure Displays at key Christie’s Auctions and Events Worldwide
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Events and Dates TBD
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Target Date: As available
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Auction House Exposure •
Pull-Up Banner to be displayed at key auctions and events worldwide
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Target Date: Within 30 days of enrollment
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Estimated Total Cost: $600
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Bespoke Marketing Proposal
Auction House Exposure •
Promotion in select auction sales catalogues
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Target Date: As available
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Upcoming Auctions: Fine & Rare Wines Russian Works of Art Magnificent Jewels Vintage Posters & Olympic Icons Christie’s Interiors
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Auction House Exposure
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Promotion in select auction publications
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Target Date: As available
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Auction House Exposure •
Inclusion of Bespoke Booklet available at: Christie’s Rockefeller Center (New York) Christie’s King Street (London) Christie’s Auctions and Events (Worldwide)
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Booklets mailed to select high-net-worth individuals
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Target Date: As available
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Auction House Exposure
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Inclusion in Christie’s E-Newsletter mailed to over 170,000 Christie’s clients
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Promotion on the Wall Street Journal Partner Site: http://online.wsj.com/home-page
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374,332 Impressions
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Promotion on Country Life Partner Site: www.countrylife.com
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50,000 Impressions
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Promotion on Robb Report Partner Site: www.robbreport.com
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20,000 Impressions
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Promotion on PropGoLuxury Partner Site: www.propgoluxury.com
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350,000 Impressions
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Descriptive property promotion on Christie’s International Real Estate site: www.christiesrealestate.com
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100,000 average monthly visitors
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Location promotion on Christie’s International Real Estate – Great location site: www.christiesrealestate.com
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Reader’s discover the unique lifestyles and property offerings surrounding your property
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Property promotion on Christie’s Site: www.christies.com
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300,000 average monthly visitors
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Property promotion on Christie’s Art of Living Widget: http://www.christies.com/on-thego/widgets/christies-real-estate.aspx
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300,000 average monthly visitors
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing
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Web video on Christie’s International Real Estate Site and YouTube Page: http://www.youtube.com/watch?v=Aa8 J6duLJNc
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Featured showcase on home page carousel: www.christiesrealestate.com
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Placement on Featured Properties Page: www.christiesrealestate.com/SearchListing/ 1539192/75/1/15
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Linked directly from home page and dedicated ONLY to Bespoke Properties
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Web Marketing •
Promotion on Social Media Channels Facebook Twitter YouTube
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Property Listing Collateral
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Eight Page Brochure
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Target Date: 15-30 days after enrollment
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1,000 Copies
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Estimated Total Cost: $4,475
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Bespoke Marketing Proposal
Print Banner Advertising •
Christie’s Interiors
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Target Date: TBD
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Banner Ad
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Estimated Total Cost: $420
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Bespoke Marketing Proposal
Print Banner Advertising •
The Wall Street Journal – U.S. Edition
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Target Date: TBD
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Banner Ad
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Estimated Total Cost: $315
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Bespoke Marketing Proposal
Print Banner Advertising •
International Herald Tribune
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Target Date: TBD
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Banner Ad
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Estimated Total Cost: $630
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Bespoke Marketing Proposal
Print Banner Advertising •
Robb Report Exceptional Properties
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Target Date: TBD
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Banner Ad
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Estimated Total Cost: $840
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Bespoke Marketing Proposal
Print Banner Advertising •
The Wall Street Journal – U.S.
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Freestanding space on Friday’s Real Estate Section
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Target Date: TBD
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Premium Ad
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Estimated Total Cost: $7,897
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Bespoke Marketing Proposal
Print Banner Advertising •
The Robb Report Collection
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Target Date: TBD
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Banner Ad
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Complimentary with full-page ad in Christie’s International Real Estate Magazine
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Christie’s International Real Estate Magazine
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Full Page Property Ad in Christies International Real Estate Magazine
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Target Date: Issue Three and Issue Four
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Estimated Total Cost: $3,400 per issue
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Bespoke Marketing Proposal
Christie’s International Real Estate Magazine
New Initiatives and redesign of quarterly publication: •
Lifestyle editorial
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Modernized layouts
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Ultra luxury advertising
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Increased distribution channels
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New digital version
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iPad application
OUR BUSINESS 2012 UNDERSTANDING MARKETING INITIATIVES
Bespoke Marketing Proposal
Targeted Publications •
Full Page Property Ad in Quest Magazine https://questmag.com
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Target Date: June 2012
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Distribution: Affluent NYC and Palm Beach, Florida residents with 1.4m average household income and a circulation of over 65,000
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Estimated Total Cost: $4,410
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Bespoke Marketing Proposal
Targeted Publications •
Full Page Property Ad in Haute Living, Los Angeles: http://www.hauteliving.com/magazine
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Target Date: June 2012
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Distribution: 35,000 copies sent to - Peninsula Beverly Hills, Montage Resorts, Four Seasons Beverly Wilshire, Ritz Carlton Marina Del Ray
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Mailed to homes over $5 million in Laguna Beach, Newport Beach, Beverly Hills, Malibu, Hollywood Hills, Brentwood, Pacific Palisades, and Bel Air
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Distributed aboard 10,000 Private Jet Flights
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Estimated Total Cost: $3,675
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Bespoke Marketing Proposal
Targeted Publications •
Full Page Property Ad - Haute Living, Miami: http://www.hauteliving.com/magazine
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Target Date: June 2012
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Distribution: 35,000 copies sent to Setai, Ritz Carlton South Beach and Palm Beach, Mandarin San Francisco, Breakers Palm Beach, Four Seasons Palm Beach, Ritz Carlton Key Biscayne, Ritz Carlton Coconut Grove, Sagamore Hotel
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Mailed to homes over $5 million in Miami/Coral Gables/Bal Harbor and Palm Beach Island
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Distributed aboard 10,000 Private Jets
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Estimated Total Cost: Complimentary with full page ad in Haute Living Los Angeles issue
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Bespoke Marketing Proposal
Targeted Publications •
Half Page Property Ad in Variety Magazine: www.variety.com/home
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Target Date: June 2012
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Distribution:60,000 subscribers of high net worth producers, actors, and film industry executives
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Estimated Total Cost: $2,362
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Bespoke Marketing Proposal
Targeted Publications •
Full Page Property Ad and Banner ad to run for one month in The Hollywood Reporter: www.hollywoodreporter.com
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Target Date: June 2012 (weekly edition)
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Distribution: High net worth producers, actors, etc. with total assets over 1.7m 72,000 circulation
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Estimated Total Cost: $5,500
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Bespoke Marketing Proposal
Targeted Publications •
Moscow Times: www.themoscowtimes.com/index.php
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240 x 400 digital ad running for one month
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Target Date: June 2012
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Estimated Total Cost: $5,250
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Bespoke Marketing Proposal
PR Support •
Press Release distributed to international media and ongoing public relations support
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Online News Center: http://www.christiesrealestate.com/ News/Press%20Releases/1/85
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
Activity Reporting
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Regular reports detailing marketing, inquiries, and showings
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Target Date: Ongoing
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Estimated Total Cost: $0
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Bespoke Marketing Proposal
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Bespoke Marketing Proposal
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Bespoke Marketing Proposal
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Bespoke Marketing Proposal
Summary of Benefits Auction House Exposure = $600 Web Marketing = $0 Property Listing Collateral = $4,475 Print Banner Advertising = $10,102 Christie’s International Real Estate Magazine = $6,800 (includes placement in two issues) Targeted Publications = $21,197 TOTAL = $43,174 UNDERSTANDING OUR BUSINESS 5 0Bespoke Marketing Proposal
Celebrating 25 Years
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Bespoke Marketing Proposal
Thank You We are thrilled to have the opportunity to present our proposal for the sale of Evans Ridge. Our team would like so assure you that we will apply our superlative standards toward achieving the highest results on your behalf and making this process as seamless as possible. We look forward to further discussing our ideas and offerings with you.
UNDERSTANDING OUR BUSINESS 5 2Bespoke Marketing Proposal