Bespoke Marketing Proposal
7555 MooseWilson Road
UNDERSTANDING OUR BUSINESS
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your Team Bespoke Defined Marketing Strategy Value Proposition Auction house Exposure Digital marketing Property Listing Collateral magazine Placement Public Relations 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 Jackson Hole Real Estate Associates 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 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 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
4009 Gillon Dallas, Texas
OUR BUSINESS 7555 UNDERSTANDING Moose-Wilson Road, Teton Village WY
Your Team – Central Region
Clayton Andrews Senior Vice President, Regional Manager 312.618.3325 candrews@christies.com Natalie Hamrick Marketing Analyst 312.980.3502 nhamrick@christies.com Claire Spadafora Administrative Assistant 312.980.3503 cspadafora@christies.com
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Bob Graham Karen Terra Julie Faupel Matt Faupel 888-301-2402 info@graham4jh.com
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 An innovator in the luxury property world, Christie’s International
Real Estate elevates Bespoke Marketing to new levels, creating a strategic mix of conventional and new media advertisements specifically tailored to a highly qualified audience of potential homebuyers. Only the finest properties – such as yours – are eligible
to participate in our top-echelon marketing initiative.
For a property as significant as yours, our first and most important step
will be harnessing our strong personal and transactional relationship across the world for promotion on a one-to-one client basis. Building off this first client contact, our Bespoke Marketing Program will utilize the international Affiliate network to showcase the properties in niche markets that have displayed proven demand or such a prestigious offering. UNDERSTANDING OUR BUSINESS
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 •
The property will be featured in a window display and also be shown prominently on large flat-screen panels in the lobbies of key auction sites, including New York, London, Hong Kong, and Milan. Christie’s will also showcase the property as the subject of our Property of the Month video – presentation reserved for only the most significant offerings. These dynamic presentations capture the attention of auction visitors and attendees.
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Target Date: Within 45-60 days of enrollment
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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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Bespoke Marketing Proposal
Auction House Exposure •
A large, professionally produced banner featuring images of the property will be showcased at select Christie’s salesrooms and auction sites worldwide, delivering an impactful presentation that wins the interest of prospective homebuyers.
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Target Date: As available
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Christie’s clientele will be introduced to the estate through select auction sales catalogues – including Christie’s prestigious Impressionist and Modern Art Evening Sale catalogue. Each year, Christies publishes 450 catalogues and a selection of magazines that reach a worldwide audience of tip-tier collectors and scholars. These beautifully illustrated publications represent 80 categories of high-end items, including fine and decorative arts, jewelry, photographs, collectibles, and wine, and are available both in print and online.
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Target Date: As available
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Bespoke Marketing Proposal
Auction House Exposure •
The property will be included in the Christie’s e-bulletin, a monthly digital newsletter featuring a select auction and property highlights that is distributed to top clients across collecting categories. The targeted publication is a highly effective means of reaching today’s busy collectors.
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Bespoke Marketing Proposal
Digital 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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Bespoke Marketing Proposal
Digital 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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Bespoke Marketing Proposal
Digital 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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Bespoke Marketing Proposal
Digital 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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Bespoke Marketing Proposal
Digital 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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Bespoke Marketing Proposal
Digital 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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Bespoke Marketing Proposal
Digital Marketing •
The property will be listed as a featured property on the homepage of Christies.com, where it will be viewable to a large global audience. In the first half of 2012 alone, unique visitors to our website numbered more than 6.8 million.
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Target Date: Ongoing
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Bespoke Marketing Proposal
Digital Marketing •
We will also include the property as a highlight on the “Art of Living” widget on Christie’s.com, which showcases top properties.
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Target Date: Ongoing
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Digital Marketing •
Social Media: Outreach to new and young collectors through popular social media outlets, including Twitter, Facebook, and YouTube.
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Target Date: Ongoing
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Bespoke Marketing Proposal
Property Listing Collateral •
We will craft an artfully designed, elegantly written, and high-quality printed brochure reflecting the excellence of presentation that a property of this scope merits. Using high-resolution color photography and descriptive text, the brochure will highlight the property’s amenities and unique features as well as the outstanding lifestyle opportunities your property provides. This custom marketing tool will be delivered to a select group of Christie’s, Christie’s International Real Estate clients, and prime worldwide prospects.
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Christie’s International Real Estate Magazine •
Christie’s International Real Estate magazine has for many years been the go-to publication for the most luxurious real estate in the world. Now, we are delighted to bring our readers a refreshed and updated magazine, covering not only exclusive real estate, but news and features about the world of luxury living as well.
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Target Date: Issue Two
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Bespoke Marketing Proposal
Public Relations •
Christie’s International Real Estate public relations professionals promote real estate on a highly visible international platform and will consult on a press strategy that will target the appropriate audience for your property.
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The Christie’s public relations team – spanning the Americas, Europe, the Middle East, Russia, and Asia – works on behalf of important properties through point persons located around the world.
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Online News Center: http://www.christiesrealestate.com/ News/Press%20Releases/1/85
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Bespoke Marketing Proposal
Activity Reporting •
Regular reports detailing marketing, inquiries, and showings
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Target Date: Ongoing
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Bespoke Marketing Proposal
Summary of Benefits Auction House Exposure Digital Marketing Property Listing Collateral
Christie’s International Real Estate Magazine (includes placement in Issue Two)
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Thank You We are thrilled to have the opportunity to present our proposal for the sale of 7555 Moose-Wilson Road. 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.
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