REAL LIVING PRODUCTIONS
CONTACT LEAD:
Peter Dayot, Managing Director Real Living Productions Peter@RealLivingProductions.com 252.377.2322 | RealLivingProductions.com
P RO P OSA L
for Creative Marketing Services
OV E RV I E W
The Grande Design
HISTORY AND APPROACH
CAPABILITIES
Real Living Productions is a dream collaboration of the best creatives, public relations practitioners and marketing strategists in the real estate industry – all working together to elevate brands and solve business challenges through strategy, design and technology.
Our complete advertising and marketing services are coupled with an extensive knowledge of real estate branding strategies. Real Living Productions understands marketing strategies from conception to launch and ultimately, final sales, with a proven track record of high returns on investment. We offer a range of effective services through the evolution of the project.
Collectively, Real Living Productions has worked on hundreds of real estate marketing projects that have ultimately led to billions in sales.
STRATEGY We carefully consider a brand’s unique position and potential in order to identify the best ways to drive engagement, awareness and growth. In addition to helping define project goals and scale, we unearth opportunities, distill key audience insights, and devise potent ways for our clients to stand out.
DESIGN We develop concepts in all forms and for all channels. Our experience spans digital, mobile, social, identity, print, environment and beyond—we’re continually looking to transcend categories to help our clients communicate and connect in the most effective and elegant way possible.
TECHNOLOGY From system architecture and content management to mobile applications, development and support—our broad range of capabilities enable us to implement the ideas we imagine. We embrace open, extensible platforms to ensure that what we build for today can evolve for tomorrow. CONFIDENTIAL
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Brand Development Campaigns Design (Print and Digital) Web Development Mobile Optimization Copywriting Print Collateral TV/Radio Media Placement Paid Search Video Design Production Lead Generation Practices
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Search Engine Optimization Social Media Email Campaigns App Development Data and Analytics Sales Center Outfitting Direct Mail Marketing Event Planning/Management Public Relations IDX / MLS Website Programming CRM programming
CLIENTS
Past and Current
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SAINT PETER’S BAY
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® REAL ESTATE SALES COMPANY
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The Real Living Productions team is a great resource. IMI has collaborated with this team for years. They understand the needs of developers and sales teams, they understand buyer behaviors and they understand how to create and implement marketing strategies that lead to conversions. They are experts in real estate marketing.
Mike Collins
Founding Partner/CEO, IMI Worldwide Properties
I can’t say enough about this team. They are tremendously talented and have deep experience in the luxury real estate market. They are strategic and highly creative and do a great job helping us engage new prospects. They have all the tools to help us succeed.
Jennifer Buntin
Director of Marketing & Communications, Preserve Communities
Real Living Productions brings the brand to life, with a critical eye to the quality and attention to detail that our ultra-high net worth buyers expect. They combine that with a resourcefulness that adds extra value that you always hope to get but don’t always receive. You get it with this team.
Scott Ziegler
Executive VP of Marketing, IMI Worldwide Properties
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E XP E R I E N C E CONFIDENTIAL
A Team Built From Success
MANAGING DIRECTOR
Peter Dayot
Over the past two decades, Peter has been among a select group of experts in resort real estate marketing. His strength comes in putting cohesive, industry-specific teams together that have driven success in extremely diverse and complex markets. Prior to Real Living Productions, in 2011, Peter founded Publicus Community, which has been quick to rise to national prominence, specializing in strategic marketing for real estate developments, destinations and the hospitality industry. Peter has worked with hundreds of notable high-profile projects in the US, Latin America, and the Caribbean, helping clients generate billions in sales revenue. Before Publicus, Peter served as a Senior Marketing Manager for IMI Worldwide Properties. He sits on a number of advisory boards and has been a member of Urban Land Institute (ULI), the American Advertising Federation (AAF), and has directed multiple grant campaigns for non-profit organizations. EXPERIENCE: Martis Camp, The Idaho Club, Scotch Hall Preserve, Capella Pedregal, Whitetail Club, Deep Water Cay, Tamarack Resort, Thistle Golf Estates, Holleman Hills, Paraiso Residences, Snake River Sporting Club, Capella Pedregal, CPYC Cabo and Esperanza Residences
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EXECUTIVE VP OF MARKETING & SALES
Jenifer Harmon
Jenifer oversees the operations of Real Living Productions. She has a record of driving sales and traffic, building smart and efficient teams and managing outstanding client relationships to enhance brand perceptions—all with a great sense of humor and respect for everyone involved. Prior to Real Living Productions, Jenifer was the Chief Marketing Officer of Ruby Tuesday and Executive Vice President at St. John Advertising and Communication. In the restaurant and hospitality industry, Jenifer is a marketing legend—leading multiple brands for restaurant, hospitality, retail, and economic growth clients for global, national, and regional brands. Scaling up firms and creating long term value for large scale clients has been her forte. It is fair to say, the retail, restaurant and hospitality industry is in her DNA. EXPERIENCE: Cabo Luxury, Suncadia, Tumble Creek, Tamarack Resort, Ruby Tuesday, Zaxby’s
ACCOUNT DIRECTOR
Lauren Newton Lauren is a graduate of the University of South Carolina and has been making her way in the world of luxury real estate marketing since 2006. She began her career at The Reserve at Lake Keowee in South Carolina and spent nearly a decade there “cutting her teeth” and learning nearly every aspect of master-planned community development, private club operations, real estate sales and marketing. From there she has had the privilege of working with many other top-tier private communities and resorts, applying her knowledge, experiences, and creativity across the United States and internationally by working with resort and real estate clients in the Caribbean and Latin America. Lauren’s multifaceted skillset includes marketing strategy, , project management, media buying, and copywriting. Her versatility is complemented by a can-do attitude, resourceful nature, and eye for detail, bringing a wholistic view to each job and an intimate understanding of each client’s needs. EXPERIENCE: Four Seasons Caye Chapel, Belize; El Mangroove Autograph Collection Resort & Residences, Costa Rica; Rosewood Puerto Papagayo, Costa Rica; Four Seasons Resort and Residence, Anguilla; The Reserve at Lake Keowee, South Carolina; The Cliffs Communities, North and South Carolina; Blue Ridge Mountain Club, North Carolina
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CREATIVE DIRECTOR
Emily Forsberg Emily is a true brand nurturer. She is an experienced, multidisciplinary designer, specializing in integrative visual approaches that are designed to build brand awareness and spur tangible business growth. She is highly strategic and has an extensive background working with luxury real estate and high-end resort properties— both national and international. Emily gained high-volume agency experience at McKinney Durham and has also partnered with a variety of marketing companies and creative boutiques over the years. She is equally skilled at both print and digital design/production. EXPERIENCE: Deep Water Cay, The Paraiso Residences, Thistle, The Idaho Club, Marsh Point, Cabo Luxury, Costa Elena, Marina Del Palma, Currahee Club, Shaffers Mill, Little River, Tamarack, Ocean Delray, Estates at Ocean Delray
WEB DEVELOPER
Justin Merrell Justin can take something as complex and involved as web development and make it seem easy. Of course it’s not, but he has a unique gift for communicating clearly with clients so that they clearly understand the dynamics of the process and the end result. He creates user-friendly and mobile-friendly web designs that effectively showcase our clients’ offering with targeted audience segments. He is relationship-oriented and works well with clients in a wide cross-section of industries to create optimized online experiences. EXPERIENCE: Old Lighthouse Club, Quivira Los Cabos, Barbados Luxury Residences, Espiritu at Palmilla, Ocean Delray, IMI Worldwide Properties
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SENIOR WRITER/STRATEGIST
Charles Richardson With a Master’s Degree in English and passion for language, Charles is a natural storyteller— and a true left-brain, right-brain thinker: analytical, strategic, and research-oriented on the one hand, and creative and conceptual on the other. Well-versed in both traditional and digital disciplines, he’s worked with a number of national and international brands to engage prospects and customers at each stage of the sales funnel. Charles has more than two decades of experience working with several national agencies, including IMI Worldwide Properties: a sales and marketing leader in premier real estate destinations across the world. EXPERIENCE: Auberge Resorts, Pinehurst Resort, Eagles Nest at Banner Elk, Martis Camp, Hacienda Beach Club & Residences, BMW Manufacturing, South Carolina Tourism, Blue Ridge Mountain Club, Preserve Communities, Fairmont Hotels & Residences, Raffles Resort & Residences, Michelin North America, Piaggio Avanti Aircraft
SUCCESS
Case Studies and Success Stories
MARKETING SUCCESS
SUNCADIA AND TUMBLE CREEK | WASHINGTON STATE
THE CHALLENGE:
To develop brand materials and marketing strategies to drive sales across multiple offerings.
THE STRATEGY:
We refreshed the Suncadia and Tumble Creek brands and implemented an integrated marketing strategy—across multiple platforms and media— designed to target high-quality prospective home buyers. We promoted the launch of multiple property releases that led directly to record sales.
THE RESULT:
We helped Suncadia and Tumble Creek reach record sales of 356 homes in 2021. CONFIDENTIAL
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MARKETING SUCCESS
TAMARACK RESORT | IDAHO
THE CHALLENGE:
To brand, market, and drive leads for Tamarack’s newest development, The Village at Tamarack.
THE STRATEGY:
We crafted an impactful brand identity and marketing strategy to launch a multi-family alpine ski village concept. The initial strategy, however, had to be adapted due to the unforeseen COVID Pandemic of 2020. We reacted quickly and pivoted strategically, resulting in a resoundingly successful launch.
THE RESULTS:
Total sales from the opening launch exceeded $90M. Over 200% increase in sales over previous year. CONFIDENTIAL
MARKETING SUCCESS
PORT FERDINAND & SAINT PETER’S BAY | BARBADOS
THE CHALLENGE:
To brand and market two premier properties side-by-side on the northwest Caribbean shore of Barbados.
THE STRATEGY:
We carefully differentiated and branded these two unique properties that appealed to separate audiences. The one crossover being, there would be reciprocal privileges at both.
THE RESULT:
Sales increased by 400% in just one year.
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MARKETING SUCCESS
FALLS TOWER CAMPERDOWN | GREENVILLE
THE CHALLENGE:
To take this new project in downtown Greenville, SC and brand it from the ground up—and market it effectively to a predominantly local target audience base.
THE STRATEGY:
We thoughtfully developed a brand look and messaging that would speak to the needs and desires of target audiences attracted to the idea of a downtown Greenville, urban living experience. We created multiple, integrated materials to reach a cross-section of local/regional prospects.
THE RESULTS:
Complete sellout of all residences. Highest price point/sq. ft. in market’s history. CONFIDENTIAL
S T R AT E G Y CONFIDENTIAL
Brand and Marketing Method
rthern CA
al CA
Northern CA
Northern CA Tahoe
ParkCoastal City CA
Tahoe Coastal CA Washington
Chicago Park CityTahoe
Chicago
Park City
Oregon
AUDIENCES Northern CA
uthern CA
Southern CA Scottsdale
Coastal CA
Tahoe
Southern CA Scottsdale
Park City
Chicago Scottsdale
Texas
Texas
Southern CA Scottsdale Texas
LOCAL TACTICS • Intercept Strategies • Broker/Agent Engagements • Cooperative Programs (Hotels/Resorts) • Direct Marketing (Move Over/Move Up) • Membership Offerings
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DRIVE-TO MARKET TACTICS • All local tactics, plus; • Focused Print • Deep Digital SEM • HNW Sequential Direct Mail • Invitation-Only Local Events • Private Club Outreach
FLY-TO MARKET TACTICS • Focused Print • Digital • Golf Associations • Sponsored Emails • Banners • Social • Airports
Texas
DESIGN VISION - IT’S ALL ABOUT LIFESTYLE Red Ledges represents a unique and desirable combination of modern architecture set against the picturesque, natural backdrop. We will develop the brand, blending elevated sophisticated styling and natural elements seamlessly. Design elements will focus on modern livable spaces set against a dramatic terrain. An emphasis will be placed on the “Family Aspects” and “Generational connections” that Red Ledges offers. Further emphasis will be placed on a vision for the Red Ledges Builder Program. We will also layer in an added element that showcases the lifestyle of the homeowners and guests of Red Ledges in order to highlight the world-class club and its amenities, alongside the friendly, familial feel that it nurtures.
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BRAND CREATIVE DIRECTION We have an opportunity to take the already outstanding Red Ledges brand to the next level. We will accomplish this by simultaneously elevating the look and feel of the brand, and layering in the human elements that celebrate the unparalleled experience of life at Red Ledges. The combination of imagery and storytelling will connect. RLP will spotlight the breathtaking beauty of the land and the stunning residences and tell a narrative that reflects on the significance of the lifestyle that the developers and builders have created for the those lucky enough to call Red Ledges home.
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BRAND VOICE: HUMAN + NATURE The natural and architectural beauty of Red Ledges are undeniable, and certainly deserve to be featured prominently our communications. But we see an chance to dive even deeper into what makes this such a special place to call home. We will accomplish this by actively seeking out and using the real stories of Red Ledges, as told by the most authentic advocates we can ask for—the residents themselves. We’ve already heard stories of how Red Ledges provides the perfect backdrop for the things that matter most in the resident’s and the development team’s lives: reconnecting with nature, their loved ones, and perhaps most importantly, themselves. We think this additional layer of the brand voice and message is critical as we prepare to enter the next phase of Red Ledges’s development. We are now tasked with selling pre-construction residences at top-ofmarket prices. In order to feel 100% comfortable with their investment, buyers will want to know not only what their residence will look like, but what life will be like for themselves and their families. This, coupled with our ongoing messaging about the Developer’s appreciation for the land along with the exclusivity, the builder program and innate connection to the family lifestyle are a recipe for continued success.
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BRAND CONSULTANCY AND MARKETING STRATEGY THE REAL LIVING PRODUCTIONS APPROACH, PROCESS AND STRATEGY TO SUCCESSFULLY COMPLETING THE SCOPE OF WORK Each deliverable within the scope of work would be addressed in a similar manner. 1 We conduct extensive research and strategies for conceptual ideas that we believe will be of benefit to the project.
SO WHY CHOOSE REAL LIVING PRODUCTIONS? Simply put, we get results because of our: • wealth of experience in mountain destinations • relationship with on-site marketing and sales teams • substantial experience with builder marketing • complete team - no outside teams needed
2 We discuss the objective and creative direction with the client. 3 From this consultation, the team will begin the process of establishing creative approaches to developing the asset. a We use past successful approaches while remaining open to new approaches. b When the approach is settled, we begin building the asset. c Once this initial phase is completed, we use a series of internal reviews to create a strong product for the initial client review. d Feedback from this review is shared with the creative team, and this group begins making requested edits. e After edits are completed, the client reviews for sign off. f Production begins or project is implemented. CONFIDENTIAL
THE FOLLOWING PAGES PROVIDE A SERIES OF DELIVERABLES AS REQUESTED BY RED LEDGES.
BRANDING CAMPAIGN
THE RESERVE AT SEA ISLAND | GEORGIA
The branding process is a part of the foundational aspects for all future collateral and digital projects. We invest significant time and creativity to create a truly unique identity and the corresponding brand standards for our projects. This includes: branding concepts to go along with complementing design elements. Simultaneously, our writers develop positioning statements, taglines and the messaging to distinctly represent your brand.
Timeless Tr aditions Experience Sea Island Experience Sea IslandIm laccae necta nonseri re nonem imust milit plignatibus recesciis eumUdi tes nonsectatur modi officitas iduci sinveleste nos rest, Traditions | Sea Island | The Reserve
As Timeless as the Sea Ownership at Sea Island is reserved for families in search of a timeless lifestyle. One that connects with the land and the people around them. One that wraps around generations and pulls families together. Owning a family home at Sea Island is a special honor, with the most special designation for the family who chooses to own The Reserve.
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PRINT ADS: Real Living Productions has experiences in every aspect of print ad campaigns.
SUNCADIA - NELSON CREEK | WASHINGTON
From national publications, to local papers we create authentic ad concepts that compel prospects to reach out to our client’s properties. We also work with a broad network of media outlets to deliver on-time and can even negotiate ad rates for our clients. Ad concepts like these have seen great success being paired with digital campaigns to the same recipient market.
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Introducing SUNCADIA’S NEWEST ENCLAVE
Worlds Away, Yet Close to Everything Introducing Nelson Creek, a 26-acre private enclave tucked away in a pristine mountain setting, steps away from the world-class amenities of Suncadia—and just a short 80 miles from Seattle. There has already been overwhelming demand on these 36 coveted homesites, all backing up to natural open space, set against a majestic pine forest overlooking abundant wildlife corridors. Adjacent to the Nelson Farm, Pool & Recreation Area—and a 26-mile path and trail system—Nelson Creek is in the heart of it all but feels worlds away. We are currently accepting reservations for this limited offering. Please call one of our expert Suncadia Real Estate Brokers today to set up a tour.
Schedule a Tour Today | 509.649.6000 | NELSONCREEKOWNERSHIP.COM/LUX The features and amenities described and depicted herein are based upon current development plans, which are subject to change without notice. Actual development may not be as currently proposed. All content, including prices and availability is for information purposes only and is subject to change without prior notice. Maps and illustrations shown are artists’ concepts and for illustrative purposes only. This material shall not constitute an offer or solicitation in states or jurisdictions where registration is required but not yet completed. Obtain the property report required by federal law and read it before signing anything. No federal or state agency has judged the merits, if any, of this property. Listed with Suncadia Real Estate Sales Company, licensed real estate broker. © Copyright 2021 New Suncadia, LLC.
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TAMARACK | IDAHO
That moment when you
realize that your brother is also your best friend.
FOUR SEASONS PRIVATE RESIDENCES | ANGUILLA That moment when you realize
you could have a 3,600 acre backyard. When you live at Tamarack Resort, you’ve got a 3,600-acre outdoor playground in your own backyard. That means you can ride the mountain trails on your lunch break. Take a couple of ski runs between meetings. Gather your thoughts at the coffee shop. And play in the lake whenever you want. Make the decision to make memories at Tamarack Resort.
These are the kind of discoveries you can make when you’re not rushed. Not showing off. Just playing and laughing with family and friends in a place with a 3600-acre adventure filled backyard. A place like Tamarack Resort in Idaho. Owning a mountain home here in this four-season resort means you and your family always have a timeless place to gather. To celebrate. To laugh. To share stories. To discover. Make the decision to make memories at Tamarack Resort. N E W H O M E S I N I D A H O F R O M T H E $ 7 0 0 s | 8 5 5 - 7 2 2 - 7 8 7 1 | Ta m a r a c k R e a l t y. c o m
SKI-IN/SKI-OUT CONDOS 1 to 3BR options available, just steps from all the resort has to offer
ESTATE HOMES AND HOMESITES Choose from move-in ready homes or custom-build the home of your dreams
CHALETS, COTTAGES & TOWNHOMES A variety of styles, sizes, views, and price points available
NEW HOMES IN IDAHO | 855-875-9784 | TamarackResortHomes.com
TAMARACK REALTY LLC
Terms and conditions may change without notice. WARNING: THE CALIFORNIA DEPARTMENT OF REAL ESTATE HAS NOT INSPECTED, EXAMINED, OR QUALIFIED THIS OFFERING.
PRINT ADS Ads featured in Wall Street Journal, Idaho Statesman, Homes & Land and over 40 other regional and national publications.
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DIGITAL ADS Real Living Productions created a variety of digital banner ads to be strategically placed throughout the internet. These banners reinforced our branded messaging and provided direct links to custom landing pages and our client’s website.
TUMBLE CREEK | THISTLE | TAMARACK
HARTNESS | GREENVILLE
CUSTOM HTML FOR LEAD GENERATION In an average month, Real Living Productions designs,programs and deploys 20-30 custom emails for communities across the US, Mexico and the Caribbean. We work carefully to create content messaging that resonates with prospective buyers and moves them to take the next step and engage with the real estate team.
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BUILDER CAMPAIGN Real Living Productions works with on-site builder teams to help develop strategies to compel prospects to use the preferred builder.
TAMARACK | IDAHO
SUNCADIA - NELSON RIDGE | WASHINGTON
BUILDER MARKERTING COLLATERAL
POSTCARD
Real Living Productions developed a series of interactive floorplan brochures that allow prospects to view residences and even hear owner testimonials directly in the digital pieces.
Real Living Productions created this postcard to announce the arrival of the initial Phase 1 offering of 21 custom homesites at Nelson Ridge..
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PRICING
PROPOSED PROJECT DELIVERABLES Prices are based on current assumptions and can be modified based on based on developer and sales group’s ideas and changes. Prices reflect cost combined over 2022. TASK
FREQUENCY
TOTAL COST EST.
1X
$12,500
2 Creative Designs For Print Ads Publication: Advertising concepts, design and copywriting.
1X
$7,500
3 Display Ad Designs: Designs of Display Ads to be used in PPC Campaigns
1X
$5,000
1 Planning Charrette & Branding Development Situation Appraisal and Marketing Analysis: Meetings with Red Ledges and members of the Real Living Productions creative team to learn about Red Ledges and strategy session for marketing campaign. Situation Appraisal & Marketing Analysis Examines: • Clarify and validate goals • What are the organizational assumptions that Red Ledges is selling • Portfolio Assumptions • What are the Sales Processes / Marketing Processes/ Financial Tracking • Channel Management — Who are we selling to?
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TASK
FREQUENCY
TOTAL COST EST.
4 Community Vision Brochure: Creation of a “Community Vision Brochure” using the new branding/messaging to be sent to email database and available on website for interactive features. Includes design assets and copy, photography, and video links and programming into a style that becomes an interactive digital tool. *Price does not reflect printing costs, which will be additional if needed.
1X
$25,000
5 Builder / Floor Plan Guide: Design of “Buyers Guide” showing floor plans and purchasing information. Includes new photography, floor plans, added pages and other assets.
1X
$13,500
6 Email Campaign: Eblast template design, copywriting, software coding, analytics/tracking integration,preparation with database list merges and distribution to the database through client preferred system.
8X
$12,000
On-going
$3,250
7 Direct Mailer Design: Direct Mailer copy and design to send to database reflecting new messaging. Creative only - Print/Postage TBD.
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TASK
FREQUENCY
TOTAL COST EST.
On-going
$3,250
Monthly
$3,500
8 Inserts: Copy and design — 8.5” X 11” Trifold Insert. Piece used in WSJ and Buisness Journals newspapers reflecting new messaging. Creative only - Print/Insertions TBD.
9 Principal Consultation and Program Management: Time spent by senior members of Real Living Productions to consult with developer, owner or client senior management on sales and marketing issues.
Covers time by account service and agency principal to direct and manage the projects and to provide ongoing day-to-day strategic counseling as required. It includes: • • • •
Strategic Counseling for Sales & Marketing and Brand Development Meetings, communications and research on issues relative to project’s marketing Financial administration, billing reporting Client Phone calls, emails and other correspondence
10 Photo Shoot / Drone & Video Footage: Photo/Video shoot of Red Ledges, residences and surrounding area using Drone for aerial video. On the ground Video footage of property, owner “Testimonials” and other video specific content.
11 Video Production: Editing video footage to create a series of video for website, online, social media, television and sales office.
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1X
$40,000
On-going
$15,000
THE REAL LIVING PRODUCTIONS TEAM BENEFITED GREATLY FROM PREVIOUS CONVERSATIONS WITH THE RED LEDGES TEAM. WE THANK YOU FOR THE TIME AND PERSPECTIVE. IT HAS HELPED US DIAL IN QUICKLY. Our experience with the resort real estate market, along with your openness to share goals and objectives, makes us confident that this is the start of a mutually beneficial partnership. Real Living Productions is ready, willing and able to provide ongoing strategy, creative and messaging to help make the future of Red Ledges a resounding success story. We look forward to working with you.
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ADDENDUM
Representative of Red Ledges:
APPROVALS
Signature: _______________________________________________________________________________________
Any changes to the contract will be addressed in an Addendum.
Upon approval of this proposal’s offering, a Master Services Agreement will be provided and an initial invoice will be submitted requesting monthly retainer fees along with a 50% deposit for any approved projects to begin work.
Date: _____________________________________________________________________________________________
Future invoices will be provided during the first week of every month.
FEE STRUCTURE
Items outside of the original scope of work will be billed at an hourly rate of $225/hr.
EXCLUDED FEES
In this proposal, Real Living Productions has not included the cost for the following items: subscription-based fees (if any) (Ex. hosting or MailChimp), ad placement budget spends for print or online advertising, shipping of any printed materials or print production costs of any proposed items.
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Peter Dayot, Real Living Productions:
Signature: _______________________________________________________________________________________
Date: _______________________________ April 8th, 2022 ____________________________________