The Edge Marketing Submission

Prepared for Excel Developement Group Parpared by :

M I C HA E L S H A D FO RT H 0488 981 076 COMMERCIAL PRINCIPAL

MA R K E TI N G SU BM I SSI O N JULY 2019

JU LIE R YA N 0447 445 453 MAJOR ASSET SALES & RETAIL LEASING & SALES

Hello Thank you very much for the opportunity to meet with you to discuss how best to create outstanding results for you with The Edge. It is a truly exceptional property which deserves an innovative, sustained, and comprehensive approach. Experience tells us that success requires the whole package of strategy and actions (starting with the product being attractive to the market) then, more than anything it requires persistence in implementing a strategy designed to create results now as well as play the ‘long-game’ with those not ready to commit.

The key difference between us and our competitors is that others wait; we hunt.

Please find following a summary of what we propose. We do recognise we have not yet had the opportunity to discuss this with you and therefore we would like you to know we are flexible and open to feedback on how we could make the process even better for you.

You will see from the following document that we take a disciplined, process-driven approach to the work necessary, as we believe this is the most effective and efficient way to achieve sustained results. This does

Michael Shadforth

Julie Ryan

not mean we lack imagination, as our favourite thing is working with you creatively to develop innovative marketing; we recognise that it is strategy plus disciplined execution that delivers results.

We are energised and focused on creating positive results for you. We take personal responsibility for creating agent-driven marketing and engage strongly with your prospects. By keeping you completely informed throughout the process, you are in a position to make strong decisions on how best to move forward at each point along the way. Transparency and personal accountability are central to how we work.

Thank you, and we look forward to working with you.

METHODOLOGY TIMELINE

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PR EPA RE

RE ACH

E N GAG E

HOLD

E XEC U T E

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“Persistence is what makes the impossible possible, the possible likely, and the likely definite�

-Robert Half-

P E PA R E Much of the ‘heavy-lifting’ required for a successful outcome is in the preparation. We take the time to understand your needs and experience with the property, then add our skills and experience to develop the strategy and tools necessary for sustained successful outcomes.

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Target research and analysis

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Call lists created

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Strategic competitive advantages of the property clarified so they may be clearly articulated

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Comprehensive plan with responsibilities and reporting map

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Content and scripts developed

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Website/s developed

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Media bookings

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Launch event planned

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Plans are only good intentions unless they immediately degenerate into hard work"

“

-Peter Drucker-

R E ACH Strong results require an exceptionally active approach to reaching prospects. While we ensure that standard marketing methods are in place to capture those who are searching, it is our active “hunting� strategies that make the difference. We do not simply wait for people to contact us; we actively reach out to them and engage strongly where we recognise a possible interest in your property

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Telemarketing calls commence

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One-on-one visits to likely prime targets

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Launch event/s

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Website live

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Media plan activated

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Media releases (research/ interest driven)

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Social media

Print media launch

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"People spend money when and where they feel good" -Walt Disney-

E N GAG E Active engagement is essential to convert interest into action. We are consistently working to move prospects along the process by engaging strongly and directly to create action.

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Follow-up engagement process activated for each enquiry

Requirements established

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Inspection invitation

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Inspection

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Social media invitation

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“We don't build links, we build relationships”

HO L D (maintain interest as prospect’s timeline for action approaches) While we all love immediate results, we recognise the long-term game is as important as the ‘here and now’. The reality is that leads who are ready to move immediately have usually been looking for some time, and their decisions regarding relocation are already made. This means we have to reach out to those who are not yet ready and hold their interest until their time requirements move them up the readiness ladder.

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Newsletter

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Social media invitation

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Calls

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Re-engage with inspection and/or meeting

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Space planning

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Research reasons for prospects who choose other properties and adapt when/where required

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"Without strategy, execution is aimless.

Without execution, strategy is useless" -Morris Chang-

EX ECU T E Dedicated resources to ensure interest is converted to leasing commitments. We also see that your newest tenants are in an ideal position to encourage others to move to your buildings and we will work hard to capitalise on that momentum.

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Letter of offer

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Lease

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Welcome - preview of building for staff (if desired) and creation of social media for new tenant

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PARTNE RS HI P APPROAC H

CAPACITY

S E RV I C E & S T R AT EGY

We partner with you to create a comprehensive process and innovative marketing strategy second to none. We believe no-one knows your product better than you and we understand the market; together we bring deals together.

We have a huge capacity and no conflicts. We have no conflicting appointments on competing assets and bring a dedicated team to your projects. This ensures each prospect is followed-up consistently which translates to more deals at better rates.

Having led strategy for capital city leasing teams, Julie brings a level of sophistication which ensures a level of thinking, service and results uncommon in regional markets.

ACCO U N TABI L I T Y Transparency and accountability are central to how we work with you.

It takes work to ensure we are always on the same page and commitment a real commitment to being accountable for actions and results.

J UL I E R YAN 0447 445 453 MAJOR ASSET SALES & RETAIL LEASING & SALES

M I CH A E L S HADFO RT H 0488 981 076 COMMERCIAL PRINCIPAL

From the moment you meet Julie Ryan, it is clear you are in the hands of a strong, skilled and focused professional. Her experience is global, having worked for highly successful organisations and individuals around the world for more than 25 years. Her strategic thinking means she is the agent other agents turn to for advice regarding strategy and best practice. As a mark of the regard she is held in by the industry, Julie has had a number of years being the official mentor to the very highest performing salespeople and offices within the Ray White Group internationally, and in the past has headed up Colliers University in the Asia Pacific region.

Julie has been responsible for developing the strategy and marketing for office leasing teams in many capital city markets including Chicago, Auckland and Sydney. Sophisticated clients require high levels of responsiveness and they expect exceptional marketing and Julie brings this level of experience to every project she engages with.

As Managing Director/Commercial Principal, Michael brings more than twenty years of successful sales and innovative marketing experience from a broad range of industries to the team. His expertise and proven history provides Ray White Commercial Northern Corridor Group clients with the strategic advantage in tailoring investors and tenants to projects so that all parties’ needs are addressed and the project is a success. He represents the next generation of the well-known and iconic Shadforth family, which has a long history and wealth of experience in development, project management, consulting and contracting throughout Australia.

Over his career, he has established a number of manufacturing and produce orientated businesses that were industry pioneers, with many of his innovative practices still in use on a national level today. Michael left Melbourne and returned to the Coast in the early 2000s to pursue his passion for smart development and property investment.

Since then, he has been an active member of the Sunshine Coast Community, elected President of the Combined Chambers Alliance Sunshine Coast, President of the Caloundra Chamber of Commerce, Chair of the Red Shield Appeal Launch committee and in the creative sector, Michael sits on the RADF committee.

With a reputation for integrity, backed by drive, determination and a solid platform of expertise, Julie provides clients with global connections and a sophisticated yet practical approach to creating exceptional results.

MA R K E T I N G S U BMI S S I O N JULY 2019