carnegie abbey club

UNDERSTANDING OUR BUSINESS

Developer Connect Marketing Program

The Carnegie Abbey Club

New England’s Finest Sporting Estate

UNDERSTANDING OUR BUSINESS 2

3 Executive Summary

5 Your Team

6 Project Connect Defined

7 Marketing Strategy

9 Value Proposition

10 Auction house Exposure

17 Web marketing

28 Property Listing Collateral

29 Print Banner Advertising

35 Magazine Placement

37 Targeted publications

40 PR Support

41 Activity Reporting

42 Summary of Benefits and Costs


Content


Executive Summary


Christie’s International Real Estate’s top executives will partner with Exclusive Rhode Island Affiliate Lila Delman Real Estate to

leverage our brand to target the highest echelon of qualified buyers globally. We will especially promote and expose the property to

ultra high-net worth buyers, who have ultimately been responsible for many of the record breaking prices, in both real estate and fine

and decorative art, which Christie’s has achieved in recent years. Our unrivaled ability to market one-to-one to this exclusive client

base is a key component in maximizing the value of this unique property development. The combined global networks of Christie’s

and Christie’s International Real Estate creates a world class stage for the presentation of distinguished luxury residential offerings. To

reach these clients and maximize possible sales leads; we will focus on targeting the most likely buyers in our database as well as

identifying potential purchasers by:

• Geographic Region (coastal regions, domestic wealth pockets of technology, finance, oil/gas executives, and international

buyers)

• Lifestyle Focus (chairman, presidents, and CEO’s desiring a luxury corporate retreat)

• Family Focus (high-net worth individuals desiring a family compound/getaway)

• Investment Tendencies (past high auction bidders, buyers, and top clients)

• And many more high-net worth individual channels around the world

By cultivating a unique balance of worldwide scope and highly personalized service, Christie’s International Real Estate has become a

global authority on the effective marketing of luxury properties. A finely tuned suite of programs, and a commitment to the business

philosophy established by Christie’s in 1766 define a brand based on trust, integrity, discretion, and excellence.


Carnegie Abbey Club


Kathleen Coumou

Senior Vice President, Regional Manager

1-212-468-7140

[email protected]

Melanie Delman

Owner and Principal Broker

Lila Delman Real Estate

1-401-848-2101

[email protected]

Robin Nicholson

Sales Agent

Lila Delman Real Estate

1-401-284-4821

[email protected]

Vanessa Gonzalez

Marketing Analyst

1-212-974-4586

[email protected]

Julia Gray

Administrative Assistant

1-212-468-7142

[email protected]

Your Team – Northeast Region


mailto:[email protected]






Reserved for only some half dozen property

offerings every year, the Development Connect

Marketing Program provides custom-tailored

solutions for truly exceptional development

projects.

• Specialized targeting of the world’s most affluent

homebuyers

• Christie’s corporate supported program

• Customized marketing strategies

• Personalized attention

• Specialized marketing to hand-selected Christie’s clients

What is Project Connect?



• The Project Connect Marketing strategy leverages

the full power of the Christie’s brand name to help

you find buyers for your high-profile real estate on

a national and international platform.

• The program is a powerful combination of the

world’s most exclusive marketing venues,

customized strategies that are proven successful,

and on-going regional support to create a team

working together to sell your top listings.

Project Connect Marketing Strategy



• Proprietary programs and auction venues

reserved for properties enrolled

• Marketing initiatives supported by our art

house colleagues

• Property-specific custom-designed

marketing plan and monthly reports

• Hands-on support of your regional vice-

president and marketing analysts

• Christie’s International Real Estate and local

Affiliate working as a selling team

• Exclusive – less than 1% of Christie’s

International Real Estate’s listings

Custom-Tailored Marketing for the World’s Most

Extraordinary Properties



• Auction House Lobby Exposure

• Christie’s International Real Estate

Magazine

• Auction Catalogues

• Promotion Cards and Bookmarks

• Proprietary Christie’s Publications

• PR Support

• Christie’s Events

• Global Media Plan

• Christie’s Web Site

• Christie’s International Real Estate

Web Site

• Targeted Mailings

• E-Campaigns

• Video Initiatives

• Social Media

• Activity Reporting

Value Proposition: Proprietary Marketing Venues

*Each value proposition expertly tailored to your property



• Lobby Video featuring a montage of

properties at:

• Christie’s Rockefeller Center

• Christie’s King Street, London

• Target Date: Within 45-60 days of

enrollment

• Estimated Total Cost: $0

Auction House Exposure



• Property of the Month Video

showcasing Carnegie Abbey Club

• Example:

http://www.christiesrealestate.com

/PropertyDetails/263182/1539344

/75/9#263182/1539344/75/9

• Target Date: as Available




http://www.christiesrealestate.com/PropertyDetails/263182/1539344/75/9




• Inclusion in Brochure Displays at key

Christie’s Auctions and Events

Worldwide

• Events and Dates TBD

• Target Date: As available





• Pull-Up Banner to be

displayed at key

auctions and events

worldwide

• Target Date: Within 30

days of enrollment





• Promotion in select auction sales catalogues


• Upcoming Auctions:

Fine & Rare Wines

Russian Works of Art

Magnificent Jewels

Vintage Posters & Olympic Icons

Christie’s Interiors





• Promotion in select auction

publications






• Inclusion in Christie’s E-Newsletter

mailed to over 170,000 Christie’s

clients





• Promotion on the Wall Street Journal

Partner Site:

http://online.wsj.com/home-page

• 374,332 Impressions

• Target Date: Ongoing


Web Marketing






• Promotion on Country Life

Partner Site:

www.countrylife.com




Web Marketing


http://www.countrylife.com/


• Promotion on Robb Report

Partner Site:

www.robbreport.com




Web Marketing


http://www.robbreport.com/


• Promotion on PropGoLuxury

Partner Site:

www.propgoluxury.com




Web Marketing


http://www.propgoluxury.com/


• Descriptive property promotion on

Christie’s International Real Estate

site: www.christiesrealestate.com

• 100,000 average monthly visitors



Web Marketing


http://www.christiesrealestate.com/


• Property promotion on Christie’s Site:

www.christies.com




Web Marketing


http://www.christies.com/


• Property promotion on Christie’s Art of

Living Widget:

http://www.christies.com/on-the-

go/widgets/christies-real-estate.aspx




Web Marketing


http://www.christies.com/on-the-go/widgets/christies-real-estate.aspx










• Web video on Christie’s International

Real Estate Site and YouTube Page:

http://www.youtube.com/watch?v=Aa8

J6duLJNc



Web Marketing


http://www.youtube.com/watch?v=Aa8J6duLJNc

http://www.youtube.com/watch?v=Aa8J6duLJNc


• Featured showcase on home

page carousel:

www.christiesrealestate.com



Web Marketing




• Placement on Featured Properties Page:

www.christiesrealestate.com/SearchListing/

1539192/75/1/15

• Linked directly from home page and

dedicated ONLY to Project Connect and

Bespoke Properties



Web Marketing


http://www.christiesrealestate.com/SearchListing/1539192/75/1/15

http://www.christiesrealestate.com/SearchListing/1539192/75/1/15


• Promotion on Social Media Channels

Facebook

Twitter

YouTube



Web Marketing



• Four Page Brochure (includes

global distribution)

• Target Date: 30-45 days after

enrollment

• 1,000 Copies

• Estimated Total Cost: $2,850

Property Listing Collateral



• Christie’s Interiors

• Target Date: TBD

• Banner Ad


Print Banner Advertising



• The Wall Street Journal –

U.S. Edition


• Banner Ad

• Estimated Total Cost:

$1,1551




• International Herald

Tribune


• Banner Ad





• Robb Report Exceptional

Properties


• Banner Ad





• The Wall Street Journal – U.S.

• Freestanding space on Friday’s Real Estate

Section


• Premium Ad

• Estimated Total Cost: TBD




• The Robb Report Collection, Wall

Street Journal (U.S. or Europe/Asia),

Country Life, International Herald

Tribune, Financial Times, and Luxury

Properties


• Banner Ad

• Complimentary with full-page ad in

Christie’s International Real Estate

Magazine


Complementary Print Banner Advertising



• Full Page Property Ad in

Christies International Real

Estate Magazine

• Target Date: Issue Three and

Issue Four

• Estimated Total Cost: $3,400

per issue

Christie’s International Real Estate Magazine



New Initiatives and redesign of quarterly

publication:

• Lifestyle editorial

• Modernized layouts

• Ultra luxury advertising

• Increased distribution channels

• New digital version

• iPad application

2012 MARKETING INITIATIVES

Christie’s International Real Estate Magazine



• Full Page Property Ad in Quest Magazine

https://questmag.com

• Target Date: June 2012

• Distribution: Affluent NYC and Palm Beach,

Florida residents with 1.4m average household

income and a circulation of over 65,000


Targeted Publications


https://questmag.com/

https://questmag.com/


• Full Page Property Ad in Haute Living, New York

http://www.hauteliving.com/magazine


• Distribution: 35,000 copies sent to affluent households

in the Northeast Region.

• Distributed aboard 10,000 Private Jet Flights







• Moscow Times:

www.themoscowtimes.com/index.php

• 240 x 400 digital ad running for one

month





http://www.themoscowtimes.com/index.php


• Press Release distributed to the

national and international media and

ongoing public relations support

• Online News Center:


News/Press%20Releases/1/85



PR Support


http://www.christiesrealestate.com/News/Press Releases/1/85

http://www.christiesrealestate.com/News/Press Releases/1/85


• Regular reports detailing marketing,

Inquiries, and Showings



Activity Reporting


UNDERSTANDING OUR BUSINESS 42

• The Developer Connect Marketing Program delivers

advanced efforts that promote properties openly on a

global scale.

• Co-branding with Christie’s International Real Estate’s

Exclusive Rhode Island Affiliate Lila Delman Real

Estate.

• Exclusive Developer Project in Rhode Island.

Program Costs:

• $75,000 annual marketing fee

• Fee-based marketing initiatives (al-la carte optional

marketing services under the Christie’s International Real

Estate Magazine and Banner Advertising Program-

Exhibit 1 separate attachment)


Summary Benefits and Costs


Celebrating 25 Years

43 Developer Connect Marketing Program

carnegie abbey club

Documents

business developer

marketing program content

web marketing

marketing strategy

business philosophy

highnet worth buyers

business carnegie abbey

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