Evans Ridge Proposal_Final

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Bespoke Marketing Proposal

Evans Ridge

UNDERSTANDING OUR BUSINESS


CONTENTS

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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

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Bespoke Marketing Proposal


Executive Summary Christie’s International Real Estate’s top executives will partner with Kentwood Real Estate to leverage our brand to target the highest echelon of qualified buyers globally. We will especially promote and expose the property to ultra high-networth buyers who have ultimately been responsible for many of the record-breaking prices, in both real estate and fine and decorative art, which Christie’s has achieved in recent years. Our unrivaled ability to market one-to-one to this exclusive client base is a key component in maximizing the value of this unique property. The combined global networks, both market leaders in the sale of luxury goods, creates a world-class stage for the presentation of distinguished residential offerings. To reach these clients and maximize possible sales leads, we will focus on targeting the most likely buyers in our database as well as identifying potential purchasers by: •

• • • •

Geographic Region (coastal regions, domestic wealth pockets of technology, finance and oil/gas, and international buyers) Lifestyle Focus (chairmen, presidents and CEOs desiring a corporate retreat) Family Focus (high-net-worth individuals desiring a family compound/getaway) Investment Tendencies (past high auction bidders, buyers, and top clientele) Entertainment Celebrities and Executives (producers, directors and network executives on both coasts)

By cultivating a unique balance of worldwide scope and highly personalized service, Christie’s International Real Estate has become a global authority on the effective marketing of distinctive properties. A finely tuned suite of programs and a commitment to the business philosophy established by Christie’s in 1766 define a brand based on trust, integrity, discretion, and excellence.

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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?

Individually tailored

Made to specification

High degree of customization and quality

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Bespoke Marketing Proposal


Bespoke Marketing Strategy •

Generate high-quality referrals from Christie’s and Christie’s International Real Estate.

Provide a program with dedicated resources and marketing support to secure and extend the most high-profile and competitive listings.

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

Total Value: $1.6 billion

Average Price: $23.5 million

US$10 Million and Above: 43

US$20 Million and Above: 22

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

Proprietary programs and auction venues reserved for properties enrolled

Marketing initiatives supported by our art house colleagues

Property-specific custom-designed marketing plan and monthly reports

Hands-on support of your regional vice-president and marketing analysts

Christie’s International Real Estate and local Affiliate working as a selling team

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

Target Date: Within 45-60 days of enrollment

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Auction House Exposure •

Property of the Month Video showcasing Evans Ridge

Example: http://www.christiesrealestate.com /PropertyDetails/263182/1539344 /75/9#263182/1539344/75/9

Target Date: Within 30 days of enrollment

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

Events and Dates TBD

Target Date: As available

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

Target Date: Within 30 days of enrollment

Estimated Total Cost: $600

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Bespoke Marketing Proposal


Auction House Exposure •

Promotion in select auction sales catalogues

Target Date: As available

Upcoming Auctions: Fine & Rare Wines Russian Works of Art Magnificent Jewels Vintage Posters & Olympic Icons Christie’s Interiors

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Auction House Exposure

Promotion in select auction publications

Target Date: As available

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)

Booklets mailed to select high-net-worth individuals

Target Date: As available

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Auction House Exposure

Inclusion in Christie’s E-Newsletter mailed to over 170,000 Christie’s clients

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

374,332 Impressions

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Web Marketing •

Promotion on Country Life Partner Site: www.countrylife.com

50,000 Impressions

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Web Marketing •

Promotion on Robb Report Partner Site: www.robbreport.com

20,000 Impressions

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Web Marketing •

Promotion on PropGoLuxury Partner Site: www.propgoluxury.com

350,000 Impressions

Target Date: Ongoing

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

100,000 average monthly visitors

Target Date: Ongoing

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

Reader’s discover the unique lifestyles and property offerings surrounding your property

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Property promotion on Christie’s Site: www.christies.com

300,000 average monthly visitors

Target Date: Ongoing

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

300,000 average monthly visitors

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Web Marketing

Web video on Christie’s International Real Estate Site and YouTube Page: http://www.youtube.com/watch?v=Aa8 J6duLJNc

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Web Marketing •

Featured showcase on home page carousel: www.christiesrealestate.com

Target Date: Ongoing

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

Linked directly from home page and dedicated ONLY to Bespoke Properties

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Web Marketing •

Promotion on Social Media Channels Facebook Twitter YouTube

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Property Listing Collateral

Eight Page Brochure

Target Date: 15-30 days after enrollment

1,000 Copies

Estimated Total Cost: $4,475

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Bespoke Marketing Proposal


Print Banner Advertising •

Christie’s Interiors

Target Date: TBD

Banner Ad

Estimated Total Cost: $420

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Bespoke Marketing Proposal


Print Banner Advertising •

The Wall Street Journal – U.S. Edition

Target Date: TBD

Banner Ad

Estimated Total Cost: $315

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Bespoke Marketing Proposal


Print Banner Advertising •

International Herald Tribune

Target Date: TBD

Banner Ad

Estimated Total Cost: $630

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Bespoke Marketing Proposal


Print Banner Advertising •

Robb Report Exceptional Properties

Target Date: TBD

Banner Ad

Estimated Total Cost: $840

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Bespoke Marketing Proposal


Print Banner Advertising •

The Wall Street Journal – U.S.

Freestanding space on Friday’s Real Estate Section

Target Date: TBD

Premium Ad

Estimated Total Cost: $7,897

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Bespoke Marketing Proposal


Print Banner Advertising •

The Robb Report Collection

Target Date: TBD

Banner Ad

Complimentary with full-page ad in Christie’s International Real Estate Magazine

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Christie’s International Real Estate Magazine

Full Page Property Ad in Christies International Real Estate Magazine

Target Date: Issue Three and Issue Four

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

Modernized layouts

Ultra luxury advertising

Increased distribution channels

New digital version

iPad application

OUR BUSINESS 2012 UNDERSTANDING MARKETING INITIATIVES

Bespoke Marketing Proposal


Targeted Publications •

Full Page Property Ad in Quest Magazine https://questmag.com

Target Date: June 2012

Distribution: Affluent NYC and Palm Beach, Florida residents with 1.4m average household income and a circulation of over 65,000

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

Target Date: June 2012

Distribution: 35,000 copies sent to - Peninsula Beverly Hills, Montage Resorts, Four Seasons Beverly Wilshire, Ritz Carlton Marina Del Ray

Mailed to homes over $5 million in Laguna Beach, Newport Beach, Beverly Hills, Malibu, Hollywood Hills, Brentwood, Pacific Palisades, and Bel Air

Distributed aboard 10,000 Private Jet Flights

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

Target Date: June 2012

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

Mailed to homes over $5 million in Miami/Coral Gables/Bal Harbor and Palm Beach Island

Distributed aboard 10,000 Private Jets

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

Target Date: June 2012

Distribution:60,000 subscribers of high net worth producers, actors, and film industry executives

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

Target Date: June 2012 (weekly edition)

Distribution: High net worth producers, actors, etc. with total assets over 1.7m 72,000 circulation

Estimated Total Cost: $5,500

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Bespoke Marketing Proposal


Targeted Publications •

Moscow Times: www.themoscowtimes.com/index.php

240 x 400 digital ad running for one month

Target Date: June 2012

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

Online News Center: http://www.christiesrealestate.com/ News/Press%20Releases/1/85

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


Activity Reporting

Regular reports detailing marketing, inquiries, and showings

Target Date: Ongoing

Estimated Total Cost: $0

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Bespoke Marketing Proposal


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Bespoke Marketing Proposal


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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 1Bespoke Marketing Proposal


Celebrating 25 Years

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UNDERSTANDING OUR BUSINESS

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 3Bespoke Marketing Proposal


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