Postgraduate Diploma inIntegrated Marketing Communications

Marketing Public Relations- Group 5 Assignment Presentation22 February 2009

Prepared by:

CHEUNG SteveCONCEPCION LeoLEE AstorTSANG PhoebeTSE AliceWONG Vic

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About Garden East

28-storey building Ground floor - two shops 2nd floor – restaurants, cafe 3rd floor – a gymnasium,

a business centre and a multi-function room with reading corner

6th to 32nd floors - 216 serviced apartments,

Room types including studio and one-bedroom units from 395 to 672 square feet.

222 Queen's Road East, Wan Chai, Hong Kong, oppose Hopewell Centre and Wu Chung House.

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How its “Green”- Urban Oasis

Designed to be environment-friendly,• every unit at GardenEast has its own private balcony that helps

maximize the amount of sunlight while reducing energy consumption.

• Interior fixtures and furnishings adopt a natural wood and green colour scheme in each apartment

• Relaxed and assured, the overall ambience is in perfect harmony with the natural environment.

Three luscious gardens -- on the ground, on the fifth floor podium and on the rooftop.

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Campaign subject

Launch a relaxing "green" lifestyle – serviced apartment, GardenEast is now available for lease.

As an urban oasis experience, unique green landscaping to the residents

Dining and entertainment is right on your doorstep

Provide high quality living environment and featured services to

residents

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Evaluation of Current Communications Issues and Challenges

Macro economic:• Global financial crisis – companies and consumers have tight budgets• Companies send less employees on overseas assignment• Laying off of employees; some expats are sent back to their home countries

Micro economic: • Saturation and competition in the service apartment market affect the supply and

demand• Wan Chai redevelopment: the role of Garden East in this government project

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Strategy: Offer attractive and reasonable price to enjoy first-class amenities and features

Evaluation of Current Communications Issues and Challenges

Three luscious gardens -- on the ground, on the fifth floor podium and on the rooftop.

The roof garden provides an airy BBQ area for family and social gatherings.

The gymnasium located on the third floor features an ultra-high ceiling and full-height windows designed to create a sense of space.

- The facility is well-equipped with cycling machines, treadmills, steppers, air walkers, multi-gyms, massage chairs and other amenities.

Compared with Others, GardenEast has:

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Serviced Apartment

Size Rental Furnish Facilities

V Wanchai

180 Jaffe Road, Wanchai, Hong Kong

500 - 800 sq.ft.

HK$ 26,000 - HK$ 42,500 per month

Fully- furnished room and equipped kitchenette

Business centre

GardenEast

222, Queen’s Road East, Wan Chai

395 - 672 square feet 216 apartments28 floors

HK$17,00- HK$26,000 per month

Fully- furnished room and equipped kitchenette

Business Centre service Fully-equipped gymnasium / massage chairs BBQ facilities private balcony 2nd coffee shop/cafe

Takan Lodge

199 Johnston Road, Wanchai

372 – 502 square feet46 studio apartments10 floors

HK$10,500 – HK$15,500 per month

Fully- furnished room and equipped kitchenette

Fraser Suites Hong Kong

74-80 Johnston Road Wancahi

422 - 833 sq.ft.

HK$29,800 – HK$36,800 per month

Fully- furnished room and equipped kitchenette

ultra-modern gymnasiumRooftop leisure areaBusiness Centre

Compare with Wan Chai

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Serviced Apartment

Size Rental Furnish Facilities

home2home - erba

286 Queen’s Road Central

500 - 1000 sq.ft. HK$ 30,000 - HK$ 39,000 per month

Fully- furnished room and equipped kitchenette

Como Como

118 Hollywood Road, Central

650 – 1300 sq ft. HK$26,000 – HK$42,000 per month

Fully- furnished room and equipped kitchenette

Shama Central

26 Peel Street, Central, Hong Kong

500 - 1,250 sq.ft 56 apartments

HK$ 28,500 - HK$ 71,000 per month

Fully- furnished room and equipped kitchenette

Business Centre

Shama Hollywood

52 Hollywood Road, Central, Hong Kong

580 sq.ft. 11 apartments

HK$ 32,000 - HK$ 42,000 per month

Fully- furnished room and equipped kitchenette

Compare with Central

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SingTao- 2009 年 02 月 19 日 (Thu)

合和實業執行董事王永霖表示，旗下灣仔服務式住宅項目GardenEast ，首批二十七個招租單位，於短短兩周的出租率已達九成，平均呎租約四十五元，租客以金融及銀行界人士為主，當中大部分租住一個月至三個月。

王氏又指，由於頻獲查詢，故以原價加推五層共四十五伙，租期由一個月至一年不等，若租住六個月或以上，可獲九折優惠，優惠期至四月，目標客戶包括行政人員、專業人士及跨國企業僱員；現時有金融機構大手洽租逾數十伙；而二樓全層已租予一咖啡店，面積約三千三百餘方呎。目前位於頂層之示範單位已竣工，而整幢物業的裝修工程可望於三月底完成。

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Evaluation of Current Communications Issues and Challenges GardenEast - Winner

Rent Rage is more attractive than other serviced apartments located in WanChai and Central

Attract other tenants to move to GardenEast More facilities provided than others

such as: gymnasium, BBQ facilities, private balcony in each apartment…

has three luscious gardens -- on the ground, on the fifth floor podium and on the rooftop, inside the building (not provided by others)

Brand new building - not renovated from an old building Well known local developer and management Only a few minutes heading to Admiralty, Central or Causeway Bay

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Evaluation of Current Communications Issues and Challenges

Key communications issues/challenges arising from the analysis:• In synched with Hong Kong Government to rebuild the WanChai

urban district (modern, green and environmental)• making Wanchai urban area and Hong Kong green, matching up with

the government's planning of Wanchai Development Phase II. • i.e."Harbour-front Enhancement Review - Wan Chai, Causeway Bay and

Adjoining Areas",

• Wan Chai District's commercial and residential redevelopment projects, including the Queen's Road East project, Mallory Street and Burrows Street project in Tai Yuen Street project (yet Erythroculter peak), as well as the planned second phase of Hopewell Center

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http://www.legco.gov.hk/yr08-09/chinese/panels/dev/papers/dev1125cb1-302-1-ec.pdf

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WanChai District Development http://wc.wanchaiinfo.hk/gallery/21/21-805.pdf

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MPR Campaign - Objectives

Corporate Objective

To establish Garden East as an essential arm of Hopewell Holdings being its first service apartment; to have a significant share to the holding company’s income and profit

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MPR Campaign - Objectives

Marketing Objectives

1. To reach 65% occupancy for the first 6 months.

2. To achieve 40% share of the service apartment market in Wan Chai.

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MPR Campaign - Objectives

Communications Objectives1. To launch a new service apartment with the unique concept of

green garden and environment friendly living in a redeveloping urban area.

2. To generate awareness of the special features and offerings of Garden East.

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MPR Campaign Target Audiences

1. Potential Occupants

expats and local executives/professionals outgoing; urban living income is from HKD40,000 and above per month adheres to quality living; environment conscious likely to be working near Wan Chai staying in Hong Kong either on a short term or long term basis.

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2. Decision agents

corporate clients (HR/Admin Dept.) from finance/banking/listed companies/MNC’s can be a decision maker and consultant for direct consumers

MPR Campaign Target Audiences

MPR Campaign Target Audiences

3. Media workers editors of lifestyle, finance and career magazines newspaper editors news writers and journalists feature writers and reporters lifestyle show producers, writers and researchers

4. Wan Chai District Council for cooperation and endorsement in lieu of the Wan Chai

redevelopment efforts of the government

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MRP Tools –Partnership with Suppliers

Exclusive Partnership with suppliers to provide: Electric Appliances

- sponsored by companies promoting energy conservation and environmental consciousness , such as Samsung

Toiletries

- sponsored by company providing organic products, e.g. Jurlique Massage items

- sponsored by OSIM WLAN (Wi-Fi) wireless internet connection

- provided by PCCW Furniture

- sponsored by G.O.D

MPR Tools - Showroom

Showroom arranged in the Garden East • Showrooms of studio and 1 bedroom are opened for visit• Save the set up cost of showroom by demonstrating the real rooms

Cross deal with G.O.D.• G.O.D is the exclusive supplier of Garden East furniture• allocate a space in G.O.D shops to set up showroom of Garden East

with the furniture they provided• Demonstrate the feature of Garden East • fully utilize the sales channels of partner to promote Garden East • Save the cost of setting up a showroom

MPR Tools - Showroom

MPR Tool – Press Feeds & Advertorials

Monthly feeds of news releases to media about the progress of occupancy & facility development, etc.

Feeds including feature stories about living in Garden East

Issuance of advertorials in banking, financial, entertainment and lifestyle magazines (e.g. CEO, Fortune, Prestige, Walker, HK Magazine, etc. )

Advertorials are about the slant on Wan Chai development, green living, urban city life or expat living in Hong Kong

In order to maintain press coverage after the launch and keep the audience updated on the news and development of the property

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MPR Tool – Facility Tours

Corporate Tour– companies will be toured around the facilities and showrooms– gives opportunity for negotiation and dialogue to partner with companies or

their expats and employees needing apartments

Media Tour– members of the press and media will be toured around the facilities for photo

ops and description of features– More opportunity for media coverage

Open House Parties– Hold every month to show tenants’ friends, expats and interested occupants

the facilities and showrooms; with cocktails– attend to their inquiries and know their requirements

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MPR Tools – Facility Tours

MPR Tools - Web Campaign

Garden East Website• Interactive, user-friendly & world wide accessible website

Campaign Objective• Information platform for local & foreign potential customers• Reservation, room fee quotation• Low-cost online promotion

MPR tools– Web Campaign

Content Detail introduction of Garden East Online reservation system Contact method Product Benefits

• Photo• Excellent service• Easy-accessible location• Competitive room fee

MPR tools– Web Campaign

How to reach target segment? Search Engine

Partnership with lifestyle Website

• Link / Pop-up

Email notification

Set up Network in facebook and forums

Other MPR Campaign

MPR tools -Discount & Partnership

Discount & Partnership• Discount rate for business partner• Referral bonus

Campaign Objective• Encourage Trail• Sales Increment• Build Loyalty• Control room occupancy

MPR tools- Discount & Partnership

Campaign Target Segment• MNC Decision Agent

How to reach target segment?• Notification to Hopewell business partner• Other MPR Campaign

Content• Special discount for designated MNC• Other MNC may enjoy referral bonus• Discount / bonus varies with room occupancy

MPR tools–Opening Ceremony

Ribbon cutting ceremony

Speech and welcomes from Management & Wan Chai district council

Green & Re-development concept

Press conference

Distribution of promotion materials

Tour

Cocktails

MPR Tools – Opening Ceremony

Base on research about our targeted public’s values, interests, and preferred channels of communication, this MPR plan can seek to create a “win-win” situation, one that is mutually beneficial.

MPR tools-Preferred Channels of Communication

Values and Interests Have the delights of coastal living at their doorstep. Submerge themselves in a luxurious synergy of sun and

garden

MPR tools-Preferred Channels of Communication

MPR tools-Preferred Channels of Communication

Values and interests Their dream apartments are conveniently located near

basic facilities such as banks, restaurant and supermarket.

MPR tools-Preferred Channels of Communication

TelevisionProduct Placement• is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the

story line of television shows, or news programs.

TelevisionProduct Placement

We will pay to have visual or verbal brand exposure in a movie or TV program, such as using our facilities for shooting, being the location of a particular soap opera, etc.

Because it can demonstrate product usage in a natural setting by celebrities

TelevisionProduct Placement

Now 電視台• 樓市每日睇 ( 星期一至五 @ 21:00)• 一周睇樓團 ( 逢星期日 @ 22:30)

高清翡翠台• 潮居 ( 逢星期三 及 日 )• 更上一層樓 ( 逢星期六 及 日 )

翡翠台• 財經透視 ( 逢星期日 @ 6:00pm-12:15am)• 更上一層樓 ( 逢星期五 @ 11:05-11:35pm)

有線電視財經資訊台 樓盤傳真 ( 逢星期六 及 日 )

TelevisionProduct Placement

Set up interviews with program participants Everyone loves a good personal story Some participant in our campaign may have interesting personal

stories related to Interior Design, Architecture or Lifestyle of the successful executive

These personal profiles work well for news programs, magazines and newspapers’ lifestyle section, and they can

humanize our efforts.

Campaign Schedule

Pre-launch (around March) – corporate visit Preparation and availability of showrooms Recurring activities (continuous all throughout the campaign period) Partnership and business centers and suppliers (recurrent) Web campaign (recurrent) Open house parties every month launch/grand opening and press conference (April) Media visit T.V. program feature (Around June to July) continuous press feeds to members of the media (March to

December ) Advertorials (in April, June, August, October and December)

41Mar April May JulyJune SepAug Oct DecNov

Showrooms (including tour)

Grand opening &Press conference

Partnership with business centers & suppliers

Open house parties

Web campaign

Advertorial

Product Placement

Media visit

Press Release

Campaign Schedule

corporate visits

MPR BudgetMRP tools Spending (HKD)

Printing and Marketing Materials

- sales kit, cards, gifts and press kits

- souvenirs such as stationery, paperweight, travel bag

400,000

Web campaign

- Garden East website hosting and maintenance

- banners of other popular websites- Searching engine (such as Yahoo, Google)

300,000 – 400,000 / year

Product Placement in TV program 450,000

Advertorials

Bar/Lounge (in Central, Wanchai, CausewayBay, TST) – Travel, around HK, Walker …Magazines

Invitation for open house party (April, June ,Aug, Oct, Dec)

250,000

MPR Budget

Grand Opening & Press Conference 100,000

Other MPR Tools - Partnership with business centers & suppliers - Showroom at G.O.D shops - Corporate and Media tours, Open House - Press Release - Open house party (for expatriates already in HK) monthly

200,000

Total 1,700,000 – 1,800,000

Evaluation of MPR Campaign

Media Coverage number of press releases published in newspapers and magazines

length of television exposure (TV lifestyle show feature)

ratings and audience share of the TV program & readership of newspapers and magazines

number of people attending the Grand Opening

Foot traffic in showrooms, facility visits and open houses

Evaluation of MPR Campaign

Occupancy percentage of occupancy in the first 6 months number of inquiries received number of deals closed compared to the total number of inquiries

received closing percentage of occupancy after the PR campaign

Hit rate monitor the monthly and total number of visitors on the website search hits on search engines such as Google, yahoo and Bai Du hit rate of banners on different websites number of members/networks on Facebook and online forums

With this MPR campaign, GardenEast will be the leading service apartment in the new, more vibrant, and redeveloped Wan Chai.

THANK YOU!

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