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Stephanie Draga Marketing Manager
Cachet Homes
Dear Stephanie, Thank you for meeting with us and having the opportunity to demonstrate our track record on successfully launching large new home sites and builder branding. We are excited about your West Galt community in Cambridge and building a long term relationship with Cachet Homes. Here is a list of just a handful of builders included on our roster: • FIELDGATE HOMES
• DECO HOMES
• GREAT GULF
• REID’S HERITAGE HOMES
• AMBRIA HOMES
• MADISON
• PARADISE DEVELOPMENTS
• BALLANTRY HOMES
• ANDRIN
• ARISTA HOMES
• BALLYMORE HOMES
• OPUS HOMES
• HEATHWOOD HOMES
At Ryan Design, there’s no such thing as a small or a large project. We consider every project to be equally important and special, and we bring all our agency’s formidable resources – both internal and external – to bear upon the ultimate success of each project. The principals – myself, Linda O’Connor and Kelly Ryan – will be deeply and personally involved and invested in every aspect of your project, and we would consider it an honour and privilege to work with you. Needless to say, our depth of experience and expertise in real estate branding and marketing has won prestigious awards for us on the one hand, and triumph in the marketplace for our esteemed clients. We look forward to adding you to our growing roster of successful and satisfied clients. Thank you once again for considering us. Given the opportunity, let me assure you, we will pull out all the stops, burn the midnight oil, move heaven and earth to make sure your project is a resounding success. We look forward to receiving a positive response.
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PRELIMINARY PROJECT BUDGET SUMMARY Creative Services & Management of: • Signage Creative • Rendering Art Direction • Sales Office Exterior Design • Sales Office Interior • Sales Office Display Design • Digital Technology Design • Media Planning • Ad creative – Digital and Print • Social Media – Facebook and Instragram • Public Relations • Email Creative, Deployment and Reporting • Database Management • Web Marketing • Brochure Creative • Insert Page Creative
Outside Supplier Estimates These costs are based on other projects we have completed similar in size and scope. This information is an estimate on your proforma and will be confirmed when we have all project files. • Brochure printing: $24,000.00 - $33,000.00 • Area amenities photography: $1,200.00 • Stock Photos: $1,500.00 • Renderings: $10,000.00 - $25,000.00 (approx. 5 renderings) • Virtual Walk Through: $15,000.00 - $20,000
• Drawing all Marketing Floor Plans
• Signage production cost approx. $10.00 / sq. ft.
• Preparation of Legal Doc’s for floor plans
• Touchscreens: $2,000.00 - $20,000.00 (Hardware Purchase)
• Supplying Furniture Layouts to Marketing floor plans • Broker Program
• Sales Office Display Production: $10,000.00 - $25,000.00
• Pre launch Events • Condo Website Design and Tracking • Account management • Liaising with suppliers $12,000.00 x 12 months
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You Pay Wholesale Rates When you work with us we work on your behalf with a list of outside suppliers listed here. These suppliers are companies we have worked with for years so you buy wholesale and based on the huge volume our company provides to them. You are also billed DIRECT by the suppliers, which means no mark-ups. Renderings – we will suggest a rendering company and we will work with them to ensure all renderings are perfect from a marketing perspective prior to you even seeing them. This saves you an incredible amount of time. All renderings are billed direct to you from the selected company. Signage – there are thousands of signage companies to choose from. Over our 35-year history, we have honed that list down to a handful that always deliver the quality and budget our clients demand. We will work with signage manufacturers to obtain estimates, detail the work and supervise the final product. You are billed direct for all signage. Printing – we manager a roster of reliable printers who always deliver and provide a good price. Included in our services is liaising with the selected printer, obtaining stock samples, file transfer and printing proofs (often at odd hours of the night and weekends). All printing is billed direct.
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1. Research – The Numbers Tell a (Success) Story It cannot be stated often enough that in today’s competitive marketplace, the only edge you have is knowledge. The more you know, the better informed you are, the higher success rate you experience. Before starting on any branding/ marketing assignment, we at Ryan Design put on our research caps and collect, compile, and collate all the information we need to ensure the success of your project. This includes, but is not limited to: 1. Identify your customer base Understand who your ideal customers are, their needs, wants, preferences, interests, income, occupation, lifestyle and more. By understanding early on who your ideal customer is, you will have a better understanding on how to target them, their likes and dislikes, spending habits, frustrations, concerns and more.
It is one thing to acquire the knowledge; anyone can pay for and get the requisite information. But it’s a whole different ball game to interpret the knowledge and come to the right conclusions. This is where Insight plays a deep role. It’s a combination of many factors: intuition, experience, gut feel – call it what you will. At Ryan Design, we have loads of Insight; in fact, a combined 70+ years of Insight among our principals. We have seen the ups and downs, the highs and lows, the successes and the failures. We know what works and what doesn’t. That’s Insight. We are game changers in real estate marketing for highrise and lowrise projects across the GTA. We made Impressions one of the most highly desired and soughtafter communities in Kleinburg. We put the #1 in No.1 Yorkville. We made Whitby Meadows one of the most talked-about projects of 2017. How did we do this? By leveraging our experience and knowledge and tapping into our Insights.
2. Identify competitors and gaps in the market This is key to understanding the current market factors and how they impact your business. Once you determine the positioning of competitors in the market, you can look for gaps to maximize potential revenue. 3. Develop a compelling value proposition Develop a compelling value proposition based on your ideal/potential customer base. The value proposition is key to developing your market strategy and how you will create a customer base that has the potential to grow.
2. Insight – the Leap from Information to Intelligence
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O U R P R OV E N , 4 - ST E P P R O C E SS TO S U CC E SS F U L B R A N D I N G & M A R K E T I N G 3. Strategy – Harnessing the Big Idea Once the knowledge has been collected and insights have been tapped, the real fun begins. What’s the one compelling, overriding thing we can say about the project that will get our customers all fired up and ready to buy? What’s the one Big Idea that we can hang our hat on? What’s the main hook that will draw in our customers? We have a Methodology for it; we call it our GPP – Grand Project Plan.
• To provide Sales Office interior and exterior layout function. To ensure that your sales team is armed with all the tools they need to “sell”. This sales office plan will detail how the traffic will flow through the Sales Office and indicate size, content and location of every display. • Supply the interior designer with a detailed floor plan of the Sales Office. • Design the look of a typical sign to determine the size, shape, colour and how the logo will function with the sign design format.
The GPP acts as our master blueprint, our creative springboard for all elements to ensure a powerful, unified, consistent branding front through the duration of the project.
• Produce design concepts for a brochure package including cover and insert pages. Produce a fully detailed mock-up for the client, detailed enough to be used to obtain printing quotes.
Key items produced as part of the GPP:
• Design concept for one web page, including registration database.
• Project name suggestions.
• To obtain price quotes from suppliers in order to produce estimates for production of all of the marketing materials required.
• Develop a logo concept based on the chosen name. • Develop a project colour scheme that will be used on the logo, Sales Office, brochure, signage advertisements and web design. • Produce finished artwork for the chosen logo concept in a digital format suitable for all marketing applications. • Produce stationery package. • Work closely with the interior designer and architect to achieve the desired marketing theme for the presentation centre interior and exterior.
4. Execution – Success is in the Details You can do the best research; you can tap the most effective insights; you can get the ultimate genius idea; all of this is of no avail if there isn’t proper execution and follow-through. At Ryan Design we know that the chain of success is only as strong as its weakest link. That’s why, we make sure that every link of our process chain is strong, committed and detail-oriented. Our Account Management team is your ultimate go-to resource that will ensure the success of your project.
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PROJECT ITEMS SIGNAGE
EMAIL MARKETING
All project launch signage and sales office exterior
Invitations, reminders, thank you, save the date, agent, prospect, etc.
RENDERINGS
WEB MARKETING
Direction and collaborate with interior designers and renderer for all renderings
Pre-registration and full project web site
SALES OFFICE INTERIOR
• Project brochure • Inserts • Drawing marketing floor plans • Providing legal doc floor plans
• Layout for interior sales flow • Displays
DIGITAL TECHNOLOGY
PRINTED MATERIALS
Touch screen technology for sales office showcasing project floor plans, renderings, area, builder story etc.
BROKER COMMUNICATIONS PROGRAM
AD CAMPAIGN
TRACKING AND REPORTING
Digital advertising program
Emailer reports, web site activity reports, social media, digital marketing
MEDIA PLANNING
PRINT PRODUCTION SERVICES
Source, plan, book and place ads
• Prepare final art for all merchandising materials required • Conduct press approvals • Ensure proper fabrication of all materials produced • Source and provide Client with quotes
SOCIAL MEDIA Provided for Facebook and Instagram
Online secure portal
PUBLIC RELATIONS Writing and distribution to all key real estate media
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T H E A L L I N C L U S I V E R E TA I N E R - H E R E ’ S H OW I T WO R K S
You pay one monthly pre-set fee and it never changes for the duration of the contract, usually one year. We handle all the work you request for the agreed upon project and you receive the same bill each month. During the intense launch phase, we end up doing more work than we bill and as the project moves along, things begin to balance out. In the end, we all benefit from an All-Inclusive Retainer arrangement.
An All-Inclusive Retainer makes it easier for all parties because you receive one invoice every month vs. several; there is savings here. Savings in terms of time - having someone match up estimates to invoices, processing and issuing cheques for each invoice. Clients have told us that this is a frustrating process. Once we introduced the All-Inclusive Retainer, clients have praised us for the ease of billing and payment involved here.
Prior to beginning a project, it’s hard to provide an a la carte estimate; we’ve seen projects go in many different directions and it’s often necessary to go back and re-estimate many times through the process.
The All-Inclusive Retainer covers all the items listed below. Basically all work and services handled by G. Ryan Design in-house is covered by the retainer. Items not produced by us including renderings, videos, signage manufacturing, sales offices displays production, brochure printing, etc. are all billed to you direct from each supplier and they are not covered within the retainer. Also, when you purchase services from our outside suppliers, you pay wholesale costs. There is no mark-up on these items and you are billed direct.
This becomes time consuming for both parties and it takes away from the fun part of a project launch. The work involved in an a la carte arrangement on both sides to manage and invoice is more intensive than an All-Inclusive Retainer arrangement. Going back and forth on a la carte estimates is time consuming for everyone.
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R E TA I N E R D O E S N OT I N C L U D E T H E S E I T E M S • Renderings are done and billed to you directly from the supplier we choose together.
• Couriers etc.…. We provide you with a monthly courier bill if couriers are used for your account.
• Production of all Sales office displays is an outside cost. The actual “making” of the displays is done outside and billed to you as a separate item.
• Client alterations to items over and above the number specified above. If changes become extensive, we will let you know that a separate bill will be prepared.
• Signage manufacturing. We design your signage and then discuss a production and install company. This supplier will estimate to you and bill you directly. • Brochure printing. The actual printing of your brochure and other materials is done by a printer that we select together. The printer will estimate and bill you directly. We supervise the entire process and we handle proofing all press issues and press proofs. • Website hosting. You might have a hosting company already. If you don’t we would be happy to suggest one and that company will bill you direct. • Social Media programs. We can assist with Social Media and this would be estimated and billed to you separately.
• Original Photography and/or stock images will be charged extra. Prior to purchasing any photography of images for you, we will provide an estimate and this amount will be billed over and above the retainer. • Video Production. We can provide a couple of video production companies for your project and this would be estimated and billed separate. Our involvement with the video art direction, story board, etc. would also be estimated and billed separate. • Virtual Tours, usually handled by your rendering company are also billed to you directly and separate from our retainer. • Work and services relating to rental buildings.
• Hardware costs including touch screens, video walls, iPads, all brackets and materials for installation of such items as well as installation costs. We have suppliers that provide turnkey purchase and install of all hardware and they will estimate and bill you direct.
Also excludes items manufactured outside of Ryan Design International and materials purchased from outside suppliers. Anything purchased on your behalf will be billed direct by the supplier. All outside costs will be charged to you at our cost.
• Special software purchased on your behalf for remote access to update the touch screens. We would discuss any special requirements with you and provide costing.
Items not produced by us including renderings, videos, signage manufacturing, producing sales offices displays, brochure printing, etc. are all billed to you direct from each supplier and they are not covered within the retainer. Also, when you purchase services from our outside suppliers, you pay wholesale costs. There is no mark-up on these items and you are billed direct. See list below (costs are rough estimates only.)
• Media costs. Each media outlet would require a credit application from you. This is confidential between the media outlet and you. Each media outlet will bill you directly.
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R E TA I N E R D O E S N OT I N C L U D E T H E S E I T E M S ( 2 )
Approved couriers will be billed monthly to the Client (courier back up with description of contents will be provided by Ryan Design and sent to Client).
• Retainer fee is due on the first day of each month. We pre-bill 2 months as a deposit on account
• Approved collateral (external) purchases, such as renderings, illustrations, stock photography, printing and signage will be billed at the net costs to the client directly
• If the project launch is delayed beyond three months of the signing of this contract, extra charges may apply
• Ad publications will be planned, placed, coordinated and purchased by Ryan Design and billed by the publication to the Client
• This contract is valid for one sales office, a brochure, a website, etc. relating to the project detailed
• Travel to onsite meetings is included in marketing fee for duration of the project
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FINAL ELEVATIONS - IMPRESSIONS COMMUNITY A
James Hardie Siding Products, Khaki Brown JH20-30
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Arriscraft Citadel Cuilding Stone Niagara 4 Unit alternate stone veneer; Stone Rox, Dry Stack, Wiarton Willow
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James Hardie Siding Products, Timber Bark JH40-30
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James Hardie Siding Products, Cobblestone, JH40-10
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James Hardie Siding Products, Monterey Taupe, JH40-20
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CRC Shingles - Driftwood
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ryan-design.com 100 Sunrise Ave, Suite 111 Toronto, ON M4A 1B3 Tel: (416) 868-6500