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Related Santa Clara - Marketing Proposal - 6 Slides Only

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Published by , 2018-09-11 17:48:31

Related Santa Clara - Marketing Proposal - 6 Slides Only

Related Santa Clara - Marketing Proposal - 6 Slides Only

TABLE OF 03 January-March 2019 06
CONTENTS 04 Broker Events Begin

Marketing Timeline
& Budget

Brand Identity
Application Overview

September-December 2018 05 Remaining 2019 07
Materials Rollout Begins Continuation of Campaign

Additional Unconventional Materials
for Consideration of 08
Greater Marketing Saturation

MARKETING TIMELINE
& BUDGET

August 2018 “Coming Soon” Email Teaser / Listing Announcement Distributed
September 2018
Press Release Distributed to Publications
October 2018 Business Journal Print Ad Runs ......................................................................................$3,600.00
November 2018 Email Detailing Project Accessibility/Transportation Options Distributed
December 2018
Leasing Brochure Completed and Leasing Sub-Website Goes Live
January 2019 Email Featuring Leasing Brochure and Website Links Distributed
February 2019 Purchase of 6 iPads Branded to Potential Tenants ............................................................$3,000.00

March 2019 BlockVue 3D 360° Online Hosted Rendered Images Go Live...........................................$15,000.00
April 2019 Email Featuring BlockVue Distributed
May 2019
June 2019 Email Focusing on Accessibility/Transportation Options Distributed
July 2019
Order Event Promo Branded Giveaway Items................................................................ $10,000.00
August 2019 Email Focusing on “the Future of Silicon Valley” Distributed
September 2019 Sharks Game VIP Event for Top Brokers..........................................................................$8,500.00

October 2019 Start Key Broker Lunches (2x)...........................................................................................$600.00
Interactive Augmented Relatiy App Completed, Goes Live ............................................. $10,000.00
Marketing Proposal Interactive AR App Announcement Email Distributed
Business Journal Print Ad Runs ......................................................................................$3,600.00

Continue Key Broker Lunches (1x).................................................................................... $300.00
Registry Print Ad Runs ................................................................................................. $4,000.00

Drone Photos/Video for Construction Update Shot (Pending Construction Start/Bi-Monthly)
Email Featuring Construction Update Distributed (Pending Construction Start/Monthly)

SF Giants Game VIP Event for Top Brokers .................................................................. $9,500.00
Business Journal Onine Ad Runs ...................................................................................$3,200.00
Email Featuring Construction Update Distributed (Pending Construction Start/Monthly)

Drone Photos/Video for Construction Update Shot (Pending Construction Start/Bi-Monthly)
Email Featuring Construction Update Distributed (Pending Construction Start/Monthly)

Email Featuring Construction Update Distributed (Pending Construction Start/Monthly)

Drone Photos/Video for Construction Update Shot (Pending Construction Start/Bi-Monthly)
Email Featuring Construction Update Distributed (Pending Construction Start/Monthly)

LED Truck with Messaging Begins Levi’s Stadium Drives (6x through November ) .............. $40,000.00
Email Featuring 49ers Game Invite Distributed
49ers Game VIP Event for Top Brokers .......................................................................... $9,500.00
Kick-Off Registry Ad Runs ............................................................................................ $4,000.00

Open House ........................................................................................................... $20,000.00
Press Release Distributed to Publications ........................................................................... $600.00
Highway 101 Digital Signage with Messaging Runs (1 Week )........................................ $5,000.00

TOTAL : $150,400.00

3

SEPTEMBER-DECEMBER 2018
MATERIALS ROLL OUT BEGINS

“Coming Soon” Email Marketing Distribution

The new year will present the best window for marketing material distribution - January, followed by
September, yields the highest open rates on email campaigns (per our campaign data reviews - 40%
open rates vs. 25-30% averages in other months). As such, September is prime timing to distribute
a listing announcement, in the form of “Coming Soon” messaging, to generate curious excitement.

Press Release Distributed
To continue the interest during this period of marketing saturation, September will see the rollout
of a new press release, highlighting Related Santa Clara as “the future of Silicon Valley, Reimagined”
will roll out during this time. A corresponding email campaign and Business Journal ad will coincide
with the press release.

Leasing Brochure & Sub-page Website Go Live
During the period of October to December, both a separate leasing brochure, following the agen-
cy established style guide, and website, programmed in-house and acting as a sub-page of
www.relatedsantaclara.com, will go live for the January ramp up of messaging distribution.

BlockVue 3D 360° Online Hosted
Rendered Scenes Go Live

In this same period, BlockVue’s 360° rendered
scenes, based on Related Santa Clara’s ren-
derings, will go live, accessible directly through
BlockVue’s portal and added as an embedded
feature on www.relatedsantaclara.com.

Marketing Proposal 5

JANUARY-MARCH 2019
BROKER EVENTS BEGIN

Sporting Broker Events and Lunches

The end of January will see the beginning of focused, highly-sought-after sports related VIP events with
invites going to the industries heaviest hitters, starting with a box at a Sharks game. Key broker lunches
will follow throughout this time, keeping interest in Related Santa Clara at a high.

Augmented Reality Interactive App Goes Live

An augmented reality app, from premier group Studio 216, will continue the high-tech
marketing materials approach, designed to cater to the high-tech Silicon Valley tenant market. This
interactive app is an accelerometer-based and touch-based 3D projection of Related Santa Clara,
designed as an accessible and shareable architectural rendering.

Project branded iPads with the AR app
preinstalled, along with any Related
videos, agreements, website links and
brochures preloaded will also be avail-
able to send to prospective tenants
(with iPad screen graphics branded to
the tenant) for remote presentation use.

This AR app stands to be the in-person
“wow” moment, with the Related 3D fly-
thru video being the shared/persistent
moment, working together on two dif-
ferent marketing fronts.

Marketing Proposal 6

REMAINING 2019
CONTINUATION OF CAMPAIGN

Drone Construction Update Videos

Starting in April (or at the beginning of construction), bi-monthly site visits will be made to to film
construction updates, with a new commercial style video introduced after each visit and hosted on
Vimeo.com.

Email Campaign - Focused Messages

Throughout the year, new email campaigns featuring different highlights about Related Santa Clara,
staying true to the over-arching narrative established in the agency style guide, will be distribut-
ed regularly, featuring such topics as accessibility/transportation, nearby amenities and tenants, a
spotlight on Levi’s Stadium, and the city of Santa Clara’s upward trend.

Online Ads + Continuation of Print Ads

Online ads and print ads, in both the Business Journal and The Registry, continue throughout this period
in order to keep the Related Santa Clara brand at the forefront of the industry, with online ads featuring
a run-time of one month/130,000 unique visits guaranteed and driving users to www.relatedsantaclara.
com via a link to the website in the advertising.

Continuation of Broker Events

Following the Sharks game, a San Francisco Giants game and the crown jewel, a 49ers game at nearby
Levi’s Stadium, are scheduled, with branded promotional items provided at these events plus as give-
aways at broker lunches.

Marketing Proposal 7

ADDITIONAL
UNCONVENTIONAL MATERIALS

for Consideration of Greater Marketing Saturation

Large Scale Graphics Viewable from Highway 237 or in Santa Clara on Gameday

Legion Digital 3 Panel LED signage truck (two 15’ screens and one 6.5’ screen) driving around Levi’s
Stadium on gamedays (6x per year) - $6,800 for truck and driver full-day minimum rental, each
gameday, displaying 30 second animated message taken from clips of the Related Santa Clara video
when not in motion (stopped at tailgating and high fan traffic areas) and, when in motion, a rota-
tion per 15 seconds of static images, each one displaying a specific message from past established
focused email narratives.

Legion Digital 3 Screen LED Truck on Gameday 8

Highway 101 Digital Billboard Signage
Animated signage that displays as one large
display (8 panels) that can be animated for an 8
second ad spot, running every 64 seconds, north
or southbound on Highway 101 in Redwood City:
$5,000 for 1 week of looped advertising.

Marketing Proposal


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