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
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.
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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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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 launch 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 through launch campaigns.
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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.
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MARKETING SUCCESS
HARTNESS | GREENVILLE THE CHALLENGE: Real Living Productions has been with Hartness since the beginning, establishing a premier brand that caters to families seeking a dynamic, yet cloistered living experience in Upstate, South Carolina.
THE STRATEGY: Efforts include designing the brand, creating MLS-capable websites and sophisticated lead generation programs.
THE RESULT:
Quickly established market exclusivity where properties sold frequently upon release.
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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.
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S T R AT E G Y CONFIDENTIAL
Brand and Marketing Method
CRITICAL ASSUMPTIONS:
INITIAL SALES GOALS: 80 SALES IN PHASE 1
Critical assumptions based on preliminary market Intelligence, provided by and Real Living Productions’ preliminary market research.
Implementing a strategic Launch Marketing / Lead Generation Campaign:
The Pinehurst community’s sales team will need strategic marketing support. This includes: Launch sales training support, launch marketing campaigns (digital and traditional), public relations, pricing, brand positioning, trade show representation, and the collection of competitive intelligence, digital campaigns, event marketing, among others aspects.
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Real Living Productions intends to provide guidance and evolving real-time strategic assistance throughout the launch to help the leadership team and sales team turn inquiries into tours and tours into sales.
Coastal CA
Tahoe
Park City
AUDIENCES Southern CA
Scottsdale
Boston Northern CA
New York Coastal CA
Chicago
Washington DC
Washington
Southern CA
LOCALOregon TACTICS • Intercept Strategies • Broker/Agent Engagements Tahoe • Cooperative Programs Park City (Hotels/Resorts) • Direct Marketing (Move Over/Move Up) • Membership Offerings Scottsdale
Richmond
Charlotte
Raleigh/ h/ Triangle Wilmington
Atlanta
FLY-TO MARKET TACTICS • Focused Print • Digital • Golf Associations • Sponsored Emails • Banners • Social • Airports
Texas Florida CONFIDENTIAL
DRIVE-TO MARKET TACTICS • All local tactics, plus; • Focused Print • Deep Digital SEM • HNW Sequential Direct Mail • Invitation-Only Local Events • Private Club Outreach
DESIGN VISION - IT’S ALL ABOUT LIFESTYLE The Pinehurst community represents a unique and desirable combination of timeless 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 functional living spaces set against an iconic golf setting. An emphasis will be placed on the “Family Aspects” and “Generational connections” that the Pinehurst community offers. Further emphasis will be placed on a vision for the Pinehurst community’s Builder Program. We will also layer in an added element that showcases the lifestyle of the homeowners and guests of the Pinehurst community in order to highlight the club and its amenities, alongside the friendly, familial feel that it nurtures.
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BRAND CREATIVE DIRECTION We have an opportunity to rejuvenate an already established community and brand it 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 the Pinehurst community. The combination of imagery and storytelling will connect. RLP will spotlight the breathtaking beauty of the Pinehurst area 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 the Pinehurst community home.
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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. 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
SO WHY CHOOSE REAL LIVING PRODUCTIONS? Simply put, we get results because of our: • wealth of experience in golf destinations • relationship with on-site marketing and sales teams • substantial experience with builder marketing • complete team - no outside teams needed • experts at resort real estate marketing and the closest to Pinehurst
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 a full year. TASK
PHASE 1:
1.1 CRM: Sales system and database setup.
1X
1.2 Brand Architecture and identity Pathways: Creating the brand story & developing a series of logos.
1X
Comprehensive list of all logo options identified, with 2-3 pathway “stories” and 2 -3 conceptual tag lines that can be applied to mood / concept boards. 2-3 Rounds of logo design and development along with fonts, colors and final moodboard presentation representing that community / vision. All logos, stories, color pallets, taglines, moodboards and other conceptual assets will follow visions in-line from discussions and feedback.
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FREQUENCY
TOTAL COST EST.
TASK
PHASE 1:
FREQUENCY
1.3 .3 Planning Charrette & Branding Development Situation 1X Appraisal and Marketing Analysis: Meetings with New Seabury Homes, LLC and members of the Real Living Productions creative team to learn about the Pinehurst community and strategy session for marketing campaign. Situation Appraisal & Marketing Analysis Examines: • Clarify and validate goals • What are the organizational assumptions that the Pinehurst community is selling • Portfolio Assumptions • What are the Sales Processes / Marketing Processes/ Financial Tracking • Channel Management — Who are we selling to?
1.4 Creative Designs For Print Ads Publication: Advertising concepts, design and copywriting.
1X
1.5 Display Ad Designs: Designs of Display Ads to be used in PPC Campaigns.
1X
1.6 Photo Shoot / Drone & Video Footage: 1X Photo/Video shoot of The Pinehurst community, residences and surrounding area using Drone for aerial video. On the ground Video footage of property, owner “Testimonials” and other video specific content.
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TOTAL COST EST.
TASK
PHASE 1:
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FREQUENCY
1.7 Video Production: Editing video footage to create a series of video for website, online, social media, television and sales office.
On-going
1.8 3-D Architectural Renderings - Static and Animated: Renderings of floor plans, exterior and Interior of bedroom, living room or other location.
On-going
1.9 Stock Photography: Budget allowance for licensing of stock to supplement photography needed for projects over the course of the year.
1X
1.10 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
1.11 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
TOTAL COST EST.
TASK
PHASE 1:
1.12 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.
1.13 Direct Mailer Design: Direct Mailer copy and design to send to database reflecting new messaging. Creative only - Print/Postage TBD.
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FREQUENCY
8X
On-going
1.14 Pre-Launch Events: Management of a series of events hosted on-site designed to get prospects to property and in front of sales team. Does not include cost of goods or rentals.
8X
1.15 Stationery Package: Creative concept and design.
1X
1.16 Interactive Website: Creation of a comprehensive WordPress website.
1X
TOTAL COST EST.
TASK
PHASE 1:
FREQUENCY
1.17 Website Maintenance and Programming Updates: Updates to website, such as: additional web pages, edits to the site, adding new videos, copy, images, etc. Also includes ensuring site is current on any additional software updates, virus protections, blog content writing, etc.
On-going
1.18 Drip Blast Template - set up for CRM Drip Email Distribution: Creation of a comprehensive WordPress website.
On-going
1.19 Property Map Design and Layout: Design of Property Map Showing location of residences in relations to onsite amenities and area.
1X
Property map will be usable for website, and any additional interactive Marketing Collateral as requested.
1.20 Airport/Billboard Displays: Regional signage featuring the Pinehurst community (RDU International).
PHASE 1:
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On-going
TOTAL COST ES
TASK
PHASE 2:
2.1 Landing Pages: Design and programming of Landing Pages created for various needs: PPC Campaigns, Event Invitations, Seasonal Programs.
On-going
2.2 Online Marketing - Google Adwords, Display, Retargeting: Campaigns appearing in target regions. Anticipate $15K / Mo. (Florida, Texas, Atlanta, DC, RDU/Pinehurst, Philadelphia, NY, Boston).
7X
2.3 Social Media Management: Social media management for all SM Channels. 3-4 post per week covering content related to the Pinehurst community.
2.4 Email Banners: Banner Display inventory on top sponsored websites. Reach = 1mm + Paid banner appearance on high-traffic websites that potential buyers frequent. Banners will appear in key feeder markets, specifically cities that show a large number of visitors to the area. Business Journal, area TV Stations, Departures / Sunset Magazine, Garden & Gun, Links, Golf Digest, WSJ
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FREQUENCY
10X
6X
TOTAL COST EST.
TASK
PHASE 2:
FREQUENCY
2.5 SEO Campaign: Program to place the website in prime locations on Google, Bing, Yahoo and other search engines for relevant searches through linkbuilding and back-end keyword programs.
8X
2.6 Event Participation / Sponsorship: Sponsorship or participation in regional events in target markets. Potentials Options Include: (PGA/Golf Events, Ideal Living Home Show Tours, Regional Home Shows, broker events).
8X
2.7 Print Advertising: Advertising placements in preferred print magazines or newspapers.
On-going
Wall St. Journal, Town & Country, PGA Magazine, Links, ideal-LIVING, Collegiate Alumn Magazines.
2.8 Direct Mailer Design & Print Production: QTY: 30K Per: Double-sided Direct Mailer designed and printed to send to database on monthly basis. Anticipated QTY: 30K Per.
2.9 PGA Magazine - Affiliate Programs: Comprehensive plan of online, print and event coordination with PGA Magazine and their database of Private Club markets on East Coast.
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4X
On-going
TOTAL COST EST.
TASK
PHASE 2:
FREQUENCY
2.10 Inserts: Creation of 8.5” X 11” Trifold Insert. Piece used in WSJ and Local News Paper Qty 80,000; Design, Print, Insertions
1X
2.11 Digital Tracking of Direct Mail and Email/Display Ad Campaign: Online display ads deployed on the day that the direct mailers arrive.
4X
Once mailers are sent — An email campaign is initiated. This results — a series of highly visual pieces appear in front of prospects in timely manner and increasing campaign responses.
2.12 Public Relations: Comprehensive Campaign Management, press releases, media outreach, brand ambassador emphasis on resort real estate PR.
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10X
TOTAL COST EST.
TASK
PHASE 2:
FREQUENCY
2.13 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.
12X
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
2.14 Sales Center Outfitting: Signage, marketing presentations, topo model and components needed for on-site sales facility.
PHASE 2:
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1X
TOTAL COST EST.
THE REAL LIVING PRODUCTIONS TEAM BENEFITED GREATLY FROM PREVIOUS CONVERSATIONS 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 the Pinehurst community a resounding success story. We look forward to working with you.
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ADDENDUM
Representative of
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
Peter Dayot, Real Living Productions:
Items outside of the original scope of work will be billed at an hourly rate of .
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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Signature: _______________________________________________________________________________________
Date: _______________________________ May 10th, 2022 ____________________________________