Integrated Communication Plan for the Launch of the St. George Building Prepared for : Allied Properties (HK) Ltd. Agenda Introduction and Strategy 10min Creative 45min PR Program 15min Interactive Program 10min Media Plan 10min TOTAL 90MIN Agency Task To create an ever-lasting valuefor the St.George Building and a successful sales record ! Property Market Update Satisfactory results of land auction reflected confidence regain. According to the Land Registration, there were over 58,800 property transaction of HK$150 billion in the first half of1999.4% increase in number of transactions and 3% drop in terms of value, as compared with the second half of 1998. It indicated that most of the transactions were from middle-to-low segment. Property Market Update (cont’d) The average value of a transaction was HK$2.56million in the first half of 1999.There was a drop of 8.24% as compared with the second half of 1998. Competitive Framework Districts: Kadoorie Hill vs the Peak Repulse Bay Kau To Shan Our edges: Common Prestige value of living in a fashionable districts + Niche: Convenient city center location Competitive Framework (cont’d) The St. George Building vs Traditional houses at Kadoorie Hill : Additional elements: modern new contemporary superb hotel-styled management “home-office” facilities advanced facilities in gym ie sun light indoor swimming pool a Jaguar …….. Potential Target Group Demographics Aged 35 or above, married couples with kids High income group. Probably are the businessmen , senior executives, professionals and entrepreneurs. Even property investors. Potential Target Groups Psychographics : Educated IntellectualOpen-mindedHad achievement in life. Appreciate high value product not only in terms of cash value but in true value. Look for quality stuffs and know how to enjoy life. Have avant-garde taste. Potential Target Groups Not up-starts. They are truly affluent people and exposed to the world. Believe in Location , Location , Location…… Family oriented -- they are the next generation of the elite class of the society, so they are especially conscious about the future development of their next generation. 。。。以上简介无排版格式，详细内容请下载查看