Bespoke Marketing Proposal
Kern Gardens
UNDERSTANDING OUR BUSINESS
CONTENTS
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your Team Bespoke Defined Marketing Strategy By the numbers Value Proposition Auction house Exposure Web marketing Property Listing Collateral magazine Placement 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 The Kentwood Company to leverage our brand to target the highest echelon of qualified buyers globally. We will especially promote and expose the property to ultra high-net-worth 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 worldclass 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 through our auction house events, offerings and publications. 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
Castle pines, Colorado
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Your Team
Clayton Andrews Senior Vice President, Regional Manager Natalie Hamrick Marketing Analyst Claire Spadafora Administrative Assistant
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Bespoke Marketing Proposal
Judy Fahrenkrog Broker Associate
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
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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
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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/SearchListin g/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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Four 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: $2,850
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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
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Estimated Total Cost: $3,400
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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
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
Summary of Benefits Auction House Exposure = $600 Web Marketing = $0 Property Listing Collateral = $2,850
Christie’s International Real Estate Magazine = $3,400 Total = $6,850
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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 Kern Gardens. 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 3 8Bespoke Marketing Proposal