Real estate integrated communication planning

First, the name of the case: Excellence Park II, Description: Embody the noble, transcendence, and distinctive momentum.
Logo design slightly spread strategy I. Image theme: upper-class social life, leisure park II, property theme: excellent home rich life 3. Property concept: boutique apartment building spread implementation The project is small in scale, it is impossible to invest more marketing expenses, advertising Should be targeted, adopt a small, continuous strategy to maintain a certain exposure; at the same time, create influential soft news and cultural activities, strive for the minimum cost investment, produce the maximum advertising effect, and based on successful publicity projects, Create a developer brand, enhance its visibility in the real estate industry, and lay a solid foundation for future real estate development.
To this end, it is planned to pass feng shui consultation, TV special production, print production, kanban, sign production, groundbreaking ceremony and "excellent life" essay, coping with wto company president forum and garden activities, promotional activities, opening celebrations, national celebrations, The fifth issue of the newspaper promoted the desired propaganda purpose. The specific workflow is as follows:
Work process table
Feng Shui Determination in February XX
XX March feature film production
Print design and production in April XX
XX April soft news
In June XX, the kanban and signboard were completed.
Groundbreaking ceremony and soft news on June 30, XX
In July XX, respond to wto company president forum, garden and soft news
Opening ceremony in September XX, the first newspaper advertisement
National Day Celebration, the second issue of newspaper advertisement on October 1, XX
The third newspaper advertisement after October XX, media communication, newspapers. In this case, I plan to issue three newspaper advertisements and three soft news, and reserve one newspaper advertisement to arrange the first phase of the purpose according to the sales situation of the case:
In conjunction with the opening ceremony of the case and the essay awarding ceremony of “writing a life of excellence and a beautiful home”, we will guide customers to recognize the life and leisure of “Excellent Garden” from the ecological environment, human atmosphere, design planning and leisure world. A new concept of entertainment; create a space concept of poetic and artistic peach blossoms; enhance the cultural taste of the case; stimulate customers' desire to purchase, and at the same time, approve the brand image of the developer.
Promotion theme:
The promotion of the overall brand image of the Park of Excellence is an advertising slogan:
The beauty of the collection park creates an excellent life page:
Half and 1/12 costs:
content:
a. slogan
b. Log out of the panorama of the case
c. Log out of the location map of the case
d. Briefly introduce the unique planning and design of this case, the modern property management supporting situation, the beautiful environment, the good ecological atmosphere, and the harmonious human atmosphere.
e. Announce the award-winning works and authors of this essay-writing activity; opening price, room type, orientation, payment method, mortgage bank and other building instructions and promotional content effects:
Through the first period of newspaper advertisements, the creation of the opening ceremony of the case, and the release of the essay writing activities, the brand image of the developer of the case was fully launched, laying a visual and conceptual foundation for the later step-by-step publicity.
The second phase of the purpose:
By taking advantage of the special day of the National Day, creating a festive atmosphere, combined with specific promotional activities, throwing up the "flock effect."
Promotion theme:
The promotion of the overall brand image of Excellence Park.
Advertising slogan:
Garden life excellence life content:
a. slogan
b. Introduce the specific content of the celebration activities in this case
c. Dot pattern in this case
d. Introduce the planning and design layout of this case:
1/4 edition fee:
effect:
To create a modern, advanced and noble brand image for this case, and at the same time enhance the status of the owner of the case and meet the vanity of the owner.
The third phase I. Reserve 1/4 version II. Sp activities In view of the small scale of the project, it is impossible to invest more marketing expenses. Therefore, it is proposed to publicize the humanities, ecology, environment and design of the case through various activities and productions. And the developer's brand image, paving the way for sales. The specific arrangements are as follows:
Feng Shui is determined by many people in the project site and believes in Feng Shui. "Feng Shui" has attracted the attention of experts and scholars. It is said that a good feng shui area can not only make the occupants healthy, successful, and pass on, but also avoid evil and avoid difficulties to ensure that the residents are safe and smooth. Therefore, the scientific use of "feng Shui" will play a role in fueling the good sales performance of this case. And the orientation of the location of the case is contrary to the thinking mode of the Chinese people.
Due to the above factors, the company decided to invite the influence of the Brahma Temple in Southeast Asia to preside over the thick scholars to determine the feng shui for this case.
purpose:
With the popularity and authority of the Master of Thick Learning, the owner is informed that the case is based on its unique geographical location and unique design, and the uniqueness of the thick-minded mage to determine the uniqueness of the South and North, guiding the owner to confirm with our thinking that the case is actually A piece of Feng Shui treasure land; reduce the worries of the owners.
content:
Please ask the thick Master to determine the Feng Shui inviter for this case:
Brahma Temple presides over the arrangement of the thick scholars:
Arrange the on-the-spot guidance of the thick-skilled mage, and photograph the grand priest from different angles to measure the feng shui, watch and explain the planning and design drawings of the case; at the same time, the original record of the views and suggestions of the thick-minded mage on the case is vcd, sales brochure, The materials for the production of the propaganda report were provided; the relevant personnel took a group photo with the Master of the Law in front of the wall of the name of the case.
cost:
Participants:
Project related personnel.
effect:
With the popularity and authority of the thick mage and the unique geographical location and design of the case, the guidance of the thick masters is used to let the customers follow our thinking and feel that the case is actually a feng shui treasure. In fact, there is also the case itself. Unique.
Featured film:
To enable customers to fully understand the feng shui situation, ecological environment, humane atmosphere, leisure space, planning and design advantages of the case through vcd film.
Promotion theme:
From the favorable "feng shui conditions, ecological environment, human atmosphere, leisure space, planning and design" in this case, appeal, publicity and packaging.
content:
The combination of real-life shooting and three-dimensional production shows the unique selling point of the case from the advantages of Feng Shui, ecological environment, human atmosphere, leisure space, planning and design. Through the channels such as the sales and distribution of sales offices, potential customers can enhance their rational and perceptual knowledge of the project, and intuitively appreciate the exciting aspects of the project in advance, thereby stimulating the desire to purchase and finally completing the sales behavior.

1 2

a. The content of Feng Shui's advantage in the case of the abbot of Brahma Temple
b, ecological environment
c, human atmosphere
d, leisure space
e, planning and design costs:
effect:
Through the vcd film to fully understand the advantages of the case, to guide and stimulate customers, so that they have the idea of ​​further in-person, so as to achieve the purpose of propaganda.
Sales brochures, brochures for the purpose of:
Through the sales brochures and brochures, we can fully understand the advantages of the case, guide and stimulate customers, and make them feel intimate, so as to achieve the purpose of propaganda.
content:
From the advantages of Feng Shui, ecological environment, human atmosphere, leisure space, planning and design, etc., the project characteristics are drawn from multiple angles and deep levels.
cost:
The purpose of the essay activity:
Through the essay writing activities, the general public can participate in and feel the wonderful stories of outstanding life, and create a rich cultural atmosphere of the Park of Excellence to enhance its popularity.
content:
Use your first-person expression to write your own real life experiences, successful careers, and ideas for a better life in the future.
Awards:
Specific matters for publishing essay activities to the public through newspapers and periodicals:
First, this event will employ famous professors, radio editors, and educators to conduct a selection to show fairness.
Second, the event will have one, two and three prizes, and eight outstanding prizes. The first prize can be used for cash purchases of 5,000 yuan and 10,000 yuan; the second prize can get cash for 3888 yuan and 5888 yuan for purchase; the third prize can get cash for 1888 yuan and 3888 yuan for purchase; 888 yuan. Participants can get a piece of art related to the content of this case.
Third, before September 1, the essay will be sent to the specified location, and the expiration will be invalid.
Fourth, the on-site awards will be held in September XX, the opening day of the case, the entrance to the green space of the case.
effect:
Through the essay writing activities, the general public will participate in the life experience, successful career and the future of a better life, and experience the wonderful story of the Park of Excellence, create a rich cultural atmosphere of the Park of Excellence, and enhance its visibility and brand image of the developer.
Kanban, signboard purpose:
Attracting the attention of passing passengers, pedestrians and customers, highlighting the advantages and brand image of this case.
content:
Kanban: One is built on the top of the sales office; the other stands on the wall of the park echoes the first block.
Signage: Temporarily rent a bulletin board at each station at the same time as the main road location to form a dynamic advertisement.
cost:
The purpose of the foundation ceremony:
Through the second issue of newspaper dissemination and the creation of the ground-breaking atmosphere of the case, the general public was informed that the project added new landscapes to induce the general public to come and play, expand the consumer base and create a “flock effect”.
Promotion theme:
Focus on the brand image content from the three aspects of ecological environment, leisure space and human atmosphere:
a, on-site ribbon cutting
b. Starting costs:
effect:
The creation of the atmosphere at the groundbreaking ceremony, combined with the release of soft news, fully launched the brand image of the developer of the case, expanded the scope of influence, and attracted customers.
Corporate Presidents Forum, Garden Activities:
Using the celebrity psychology to attract people to watch the building and the park, form a "flock effect."
Promotion theme:
Inviting the presidents of well-known enterprises from all over the country to take this case as an opportunity to enhance the content of the developers and the case:
a, Corporate Presidents Forum – how to face the opportunities and challenges of joining wto,
b. Garden activities - the president of the company and the general public to visit the garden awards:
Each event has an award, each giving a material or cash award.
Participants:
Well-known experts, local entrepreneurs and target customers:
effect:
Enhance the brand image and form a “herd effect” to accelerate sales.
Opening ceremony, essay awarding purpose:
Combining the advertisements of the first period of newspapers, the essay awarding activities of “writing a life of dreams and dreams of home”, and the opening ceremony, we will guide customers to identify “excellent garden” from the ecological environment, human atmosphere, leisure world and design planning. The concept of living, leisure and entertainment space; creating a poetic and artistic concept of peach blossom source space, enhancing the cultural taste of the case, inspiring customers' desire to purchase, and acknowledging the developer's brand image.
Promotion theme:
Excellence Park brand image campaign advertising slogan:
The beauty of the collection park creates a great life cost:

content:
a. Invite the news media to report on the spot;
b. Invite local leaders, experts and scholars to congratulate on the spot;
c, the developer's speech;
d, the customer representative speaks;
e, awards
f. Please subscribe the owner to the site internally to create an active scene during the opening of the case.
g, announce the opening;
Announce the sales price, room type, orientation, payment method, mortgage bank and other building instructions and promotional content.
effect:
Through newspaper advertisements, opening celebrations and essay awards, the potential customers will be attracted to the market, stimulate their desire to purchase, and further enhance the overall brand image of the case.
National Day celebration purpose:
In conjunction with the second period of newspaper propaganda, the special moment of national celebration will create a festive atmosphere. Combined with specific promotional activities, set off a wave of buying.
Promotion theme:
With planning and design as the entry point, publicize and package the noble image of the case.
Advertising slogan:
Classic room luxury excellence:
effect:
Create a modern, forward-looking brand image in this case. At the same time, it also upgrades and satisfies the status and psychology of the owners.
Total cost budget