Strategy Sessions Sample Book North Ponce de Leon Blvd

Strategy Sessions Sample Book 3000 North Ponce de Leon Blvd., Suite A , Saint Augustine, FL 32084 T 904-823-0951 www.n5r.com N5R HAS MARKETED AND PRE-SOLD PROPERTY INTERNATIONALLY >> In the United States, we have an average pre-sale rate of 74 percent. Our initial project in each new resort has sold for at least $100 per square foot. In some cases, our properties have sold for $200 - $300 per square foot higher than the rest of the market. >> Kolea, on the Big Island of Hawaii, was our first island project. $36 million sold in a single day! >> Our first European project for Playground launched in March of 2002 in Les Arcs, France. In one day, we sold all 122 homes, generating $26 million. Since then, Playground has launched three additional buildings with 212 units at an average pre-sale rate of 83 percent. Overall we generated more than $2 billion in sales in two years, with an average pre-sale rate of 79 percent. >> Through Intrawest’s Storied Places and Abercrombie & Kent Destination Clubs, N5R is now entering the world of high-end fractional real estate (“private residence clubs”). To date we’ve sold well over 10,000 condominiums worldwide. And we’ve earned our reputation as one of the premier real estate sales, marketing, and consulting companies in North America. A s k u s a b o u t t h e s e p ro j e c t s ! • Hyatt Aqualea, Florida • Avalon, Biloxi, Mississipi • Reserva Conchal, Costa Rica • Cranberry Cove, Ontario • Tremblant, Quebec • Mammoth Mountain, California • Sandestin Golf & Beach Resort, Florida • Cresthaven, New York • Les Arcs, France • Ritz Carlton, Cayman Islands • Lake Las Vegas • Punta Mita, Mexico • Ginn Companies • Hammock Beach • Hilton • Centex Destination Properties • Intrawest • Sandestin Golf & Beach Resort, Florida • Abercrombie & Kent • Les Arcs, France • Ritz Carlton, Cayman Islands • Lake Las Vegas • Lake Tahoe • Showshoe Mountain, New Jersey page  PROJECT BACKGROUND Every Strategy presentation begins with several weeks of thorough research on the developers project and the unique requirements, thus uncovering a full evaluation of the project, including: • Identification of Market Segments • Competitive Analysis • Target Demographics • Media Planning & Performance Projections • Web-Based Project Management Tool • Current Sales Analysis N5R then develops marketing solutions for the client based on their unique goals. Some of the best developers in the market have trusted N5R with their marketing campaigns to acieve great success: page  DEVELOPER VISION N5R conducts a thorough analysis of the clients’ vision and maps it out in a clear and concice fashion. This analysis highlights some of the key features of the developers vision including: • Why do the project • Vision of completed project • Review architectural drawings • Top amenities, unique selling points • Project details: number of units, sales absorption rate, sales volume • Top goals page  MARKET REVIEW A successfull marketing campaign is tied in with a complete and thorough understanding of the market where the development is situated. As such, N5R usues the latest tools and media available to answer important questions including: • Market overview • Buying behavior of market • Industry overview • Demographics • Location advantages • Supply/demand page  MARKET REVIEW STATS D ev e lo pe r D ata a n a ly s i s C o m pe t i t i o n D ata a n a ly s i s s u p p l i m e n ta ry D ata NR demonstrates the results of the market review FL TX GA LA MS AL TN CA NV WI NY MI NJ NC MN VA MO IL KS MS GA AL FL NJ LA TN NY LA FL AL GA MS NY KS IL AL findings with easy to understand graphs and charts, clearly showing the most significant sectors such as: • Housing statistics • Demographics • Location advantages ov e r a l l n o rt H a m e r i C a CanaDa • Supply/demand • Months supply Europe North America South/Central America Other Canada Mexico United States Other Alberta Quebec Ontario NA BC • Velocity by price range p r i m a ry m a r k e ts s e C o n D a ry m a r k e ts page  TARGET BUYER PROFILE Once we have identified the major buying segments for a project, we create a “micromarketing” campaign with customized messaging that appeals directly to each prospect. Mass marketing is one of the least persuasive and cost-effective ways to reach prospects. That’s why NR has developed the personaWeb program—a highly targeted way to capture major market segments. We connect to potential buyers with personalized websites that present the most salient messages, images and offers for them. Marketing elements include: • Websites (Personalized & Traditional) • Video E-mail & DVD • E-mail Campaigns • Personalized Direct Mail • Print & Outdoor Advertising • Radio/Television • Event Planning L6H L5R L5M L5B Age Groups 50-69 46-49 40-45 35-39 30-34 26-29 22-25 Major Zip/Postal Codes page  COMPETITIVE ANALYSIS In order to make each and every one of our Micro marketing campaigns a success we thoroughly analyze the competition and map out their strengths and weaknesses and position our clients brand in a unique way. In this way we can showcase the developers unique selling proposition every time and further brand the developers vision in it’s most powerful form–customized exactly to it’s intended target audience. #1 Competition · Spacious 2 and 3 bedroom villas located in the resort · Indoor and outdoor living spaces · 355 boat slip Marina Papagayo (2008) Prices Four Seasons Villas: $1.9 to $3 million Homesites: $600,000 to $2.5 million Las Terrazas: $1.9 to $2.5 million Square Footage Four Seasons Villas: 2,100 to 2,750 sq. ft. Homesites: .75 to 3 acres Las Terrazas: 2,700 sq. ft. #2 Competition · A variety of villa and home styles with several different bedroom packages · Panoramic ocean and hacienda views · Wrap-around terrace and balconies Prices Villas: $890,000 Developer homes: $1.3 to $2.3 million Developer Project · First-class golf course at your door step · Panoramic golf and ocean views · Onsite medical facilities Prices Villas: $1,500,000 Homesites: $585,200 Condominium: $799,714 Homes: $925,500 Square Footage Villas: 1,945 sq. ft. Homesites: 11,427 sq. ft. Condominiums: 823 sq. ft. Homes: 1,358 sq. ft Square Footage Villas: 3,137 sq. ft. to 3,955 sq. ft. Developer Homes: 4,834 sq. ft. to 7,650 sq. ft page  S.W.O.T. ANALYSIS Results of all data acquired in the previous steps gives us great insight into the project and can be compiled into four main categories of Strengths, Weaknesses, Opportunities & Threats or what we call a SWOT analysis. Strengths Location Price Amenities Weaknesses Location Resale Condos Lacks brand power Opportunities Golf Industry Eco-tourism Investment Potential Threats Weather Competition 60 Years Old 45 Years Old IN MI IL Investment - MLC Staff Future Use Investment & Personal Use 50 Years Old 32-45 Years Old 55 Years Old 28-45 Years Old 30 Years Old 40 Years Old Investment Recreation IN MI IL 60 Years Old 45 Years Old 50 Years Old 35 Years Old Investment - MLC Staff Future Use Investment & Personal Use 32-45 Years Old 55 Years Old 28-45 Years Old 30 Years Old 40 Years Old 35 Years Old Investment Recreation page  SALES PROCESS REVIEW Plan and execute marketing campaigns that generate demand for your property. Capture those leads through a variety of channels including your website. page 10 Chart provided by SalesForce.com SALES PROCESS REVIEW Chart provided by SalesForce.com page 11 SALES PROCESS REVIEW Chart provided by SalesForce.com page 1 SALES PROCESS REVIEW • Off-site advertising Van Leer Place 110 Hobo ken Aven ue, Jersey Ci ty M SHOPP YSTERY ING T REPOR • On-site signage • Critical sales path • Tour details • product knowledge • Sales systems • Broker outreach, commission programs • Mystery shopping (sales & rentals) • Sales training • Under contract procedures • Improvement areas identified 110 Hob Place Van Leer rsey City nue, Je oken Ave page 1 INTERNAL SYSTEMS AUDIT • Office procedures (hours, staffing, training) • Sales software • Computers • 00#’s • Signage • Sales Center • Web leads (How they are handled) • Call-ins (How they are handled) • On-site traffic • Sales management • Sales training • Weekly sales reports, traffic,media, and demographics • Improvement areas identified page 1 FORMULA FOLLOW-UP • guest cards • Registration system • Follow up plans • Schedules • Direct mail • phone skills • e-mail Logo Ross, welcome to tHe communit y QuisQue aliQuet RutRum lectus. PRoin non eRos. PRaesent ac massa . n am eget uRna. cRas sed Vel i t V i ta e l e c t u s t e m Pus RutRum. cuRaBituR sceleRisQue felis. Q u i s q u e a l i q u e t r u t r u m l e c t u s . P ro i n n o n e ro s . P r a e s e n t a c m a s s a . N a m e g e t u r n a . C r a s s e d ve l i t v i t a e l e c t u s t e m p u s r u t r u m . C u r a b i t u r s c e l e r i s q u e f e l i s u t nu l l a . U t s a p i e n . E t i a m a t o r t o r e t a rc u m a t t i s f e u g i a t . Q u i s q u e a l i q u e t r u t r u m l e c t u s . P ro i n n o n e ro s . Ross, exlplore a new horizon R egis t er by visiting you own w ebsit e www.RossVlietstr a.HighfieldBeach.com 888-222-0000 Logo Exquisite by Nature HELLO ROSS QuisQue aliQuet RutRum lectus. PRoin non e R o s . P R a e s e n t ac m a s s a . n a m e g e t u R n a . c R a s s e d V e l i t V i ta e l e c t u s t e m P u s R u t R u m . cuRaBituR sceleRisQue felis ut nulla. R o s s , R e g i s t e R n ow i n f o R m at i o n R e Q u e s t diRections c o n tac t u s Pe l l e n t e s q u e a l a c u s. N a m s e d m i . D u i s s a p i e n d o l o r, a l i q u a m u t , p l a c e r a t v e l l l a . Register for info page 1 C O M P E T I T I V E M A R K E T I N G M AT E R I A L page 1 C O M P E T I T I V E M A R K E T I N G M AT E R I A L DESCRIPTIVE VOCABULARY Key words and descriptive vocabulary is crafted to evoke and create a brand identity. Finest Charming Beauty Detail Idyllic enchanting Luxury Lavish exotic exquisite Unique Distinct Distinguished evoking Stunning Quality Harmonious Refined Breathtaking Sensational Romantic Distinction Style extravagance Sophisticated exceptional Desirable Remarkable Intimate exclusive page 1 CAMPAIGN MESSAGING Customers behave according to their perceptions (emotions), not according to the actual values (logic). Here are some examples of messaging that a developer can include in the communications strategy. paradise. Refined. Redefined. Something extraordinary is on Your Horizon What is the Nature of Your Dreams? Where Imagination Meets exhilaration Where Will Your Dreams Take You? Discover the New Nature of exclusivity a Timeless Community in Costa Rica exclusive Living – Right out of the Blue. Where extraordinary is par for the Course expect one thing. everything! page 1 MYMAILTM personalized Direct Mail postcard Drake, It’s time to experience life, One leisure at a time. Pull here Drake, It’s time to experience life, One leisure at a time. where luxury meets the ocean experience the exclusivity. experience the elegance. experience the ocean club. QuisQue aliQuet rutrum lectus. Proin non eros. Praesent a c m a s s a . n a m e g e t u r n a . c r a s s e d V e l i t V i ta e l e c t u s t e m P u s rutrum. curabitur scelerisQue felis ut nulla. ut saPien. etiam a tortor et arcu. fPo PResoRteD stanDaRD Postage PaiD fPo R e g i s t e R o R c a l l f o R m o R e i n f o R m at i o n V i s i t w w w. d r a k e l e d d y. o c e a n c l u b . c o m (800) xx-xxxx models do not depict racial preferences . prices , availability and specifications subject to change without notice . page 0 PERSONALIzED WEB SITE AND URL Hello Drake, Experience the Exclusivity. Experience the Elegance. page 1 te l l a f r i e n d contact Us Register Experience the Exclusivity. Experience the Elegance. Community | Features | Floorplans | Phase Design | Coastal Living | Take virtual Tour | Contact drake, feel the breeze sub section 1: nam sed mi sub section 2: nam sed mi streetscapes amenities & services nam sed mi streetscapes Pe l l e n t e s q u e a l a c u s . n a m s e d m i . d u i s s a p i e n d o l o r, a l i q u a m u t , placerat vel, tempus vel, nulla. cum sociis natoque penatibus et magnis dis par turient montes, nascetur ridiculus mus. t h e Po s t & b e a m a c c e n t s , s t o n e d e t a i l i n g a n d p l e a s i n g streetscapes will be lighted by historic streetlamps and directed by vintage street signage. Private streets, ample guest park ing, walking/ski trails leading to the tennis club and pool, and landscaping throughout will be carefully implemented to be appreciated from a n y v i s t a , i n c l u d i n g y o u r o w n b a l c o n y. floorplans nam sed mi streetscapes community & area information namsed mi streetscapes page  PROPERTY BROCHURE Dedicated to our future residents and guests . B R E AT H e I T I N W I T H Y O U R E Y E S U R H E A R T. SEE THE POSSIBILITIES WITH YO et ametumsan heniat nonum quisl et lutatue Na conse duismod olorperosto od tat dolorpe riurem iriure scillaorem zzriusc ea faccum zzrit ute feu feum iliquat. Gue tat. Duisl do dolesti min er aliquam consectem tat. Modio conullutpat. Numsandreet inisl ut nis dolortis nonsecte vent nosto od doloborem venissed zzril del et veliscil do conulputetum augait dolute et luptat pratum quip euipit vel dolore volor sim venim faccummy nonsequis dolor sit ip eugait in heniam vel iurem in volorem iure do conulla iuscilis enim dolenit suscing euisi.Niam, quat do commy nos nul nibh ex estrud essi bla con hent ulputate magna alisci blandip doluptatin ute modolobor at. laor aute te eugait, velesenisci eu faccum dolore moloreet autpate init wiscin vero eraesent volortio do odolorem Erit am, consed eu feummy nibh ea ad ex eugait lan henim iusto consectet, vullaore del ut ulluptat. Volessis nos acidunt ulputpatue con utpat. Ut nonsecte vent nosto od dolo Gue tat. Duisl do dolesti scillaorem zzriuscinisl ut nis dolortis et luptat pratum quip euipit borem venissed tat. Modio conullutpat. Numsandreet dolute m augait vel dolore volor sim venim zzril del et veliscil do conulputetu Erit am, consed eu feummy nibh ea ad ex eugait lan henim init wiscin vero eraesent tio do odolorem del ut ulluptat. Voles sis nos acidunt ulputpatue con utpat. COVeR INTeRIOR SpReaDS page  FULFILLMENT BROCHURE h, to e a rt fectly hes per y m at c e. sk ett Where silhou w your and no od olor Na conse duism pe to od tat dolor peros ametum riurem iriure et m quisl san heniat nonu et lutatue. lortis • inisl ut nis do s nsecte vent no • no m • to od dolobore sandreet • venissed tat llut pat um Modio conu e et luptat sandreet dolut ip euipit vel pratum qu venim dolore volor sim co l et veliscil do zzril de ait iusci nulputetum aug isl et lutatue niat nonum qu ametumsan he andreet riurem iriure et nullutpat. Nums od tat dolorpe dio co od olorperosto ait venissed tat. Mo Na conse duism nulputetum aug od doloborem vent nosto veliscil do co im zzril del et lortis nonsecte inisl ut nis do e volor sim ven cummy nonse do conulla fac euipit vel dolor e pratum quip in volorem iur dolute et luptat niam vel iurem isi. ip eugait in he ndip suscing eu lenit dolor sit magna alisci bla iuscilis enim do ulputate i bla con hent init wiscin h ex estrud ess gait lan henim quis nib ad ex eu mmy nibh ea , consed eu feu atue con utpat. utp Erit am nos acidunt ulp uptat. Volessis orem del ut ull less-sk y. c o m it do lis enim dolen t in heni lor sit ip eugai lorem vel iurem in vo am nulla faccum iure do co t, vul. euisi.consecte w w w. o wnend COVeR aND INSIDe SpReaD n, pe dow elesco t the t . you pu bigger fter tting Long a eeps ge place k of this ion the vis pULL-OUT Map OF CONSTeLLaTIONS aBOVe eNDLeSS SKY page  PERSONALIzED DIRECT MAIL- UNIQUE FORMAT SAMPLE 1 ALL 35 STOREYS OF IT . CHRIST WATCH INE, SPECTA STYLE U CULAR NFOLD . page  PERSONALIzED DIRECT MAIL - UNIQUE FORMAT SAMPLE 2 CHRISTINE, WATCH SPECTACULAR STYLE UNFOLD. page  PERSONALIzED DIRECT MAIL - UNIQUE FORMAT SAMPLE 2 www.christinebrennan. liveonyx.com www.christinebrennan. liveonyx.com page  MYMAILTM fernando, M a k e T h e R e s e Rva C o n C h a l C l u b y o u R f av o R i T e n e w p l a C e . Imagine personalized email the colors of the future Ideally situated between the golf course and the sapphire waters of the Pacific is the new Reserva Conchal Club. The Club, opening in December, is unlike any in the Americas. It’s 55,000 square foot Clubhouse is a marvel of architecture, combining a handsome contemporary design with the romance of the ancient Aztecs and Mayans. The only private beach club of its kind in Costa Rica; and it’s reserved for Reserva Conchal homeowners. • Two swimming pools surrounded by chaise lounges • Restaurant, snack bar and poolside lounge for dining • Fitness center with state-of-the-art equipment • Spa for body treatments and skin care therapies • Beach and Spa boutiques for apparel and accessories • Complimentary Kid’s Club with a variety of activities To inquire about our upcoming property releases, call 888-495-1087 R e s e Rva C o n C h a l e x C l u s i v e B e a C h a n d G o l f C o m m u n i t y C a B o v e l a s , G u a n a C a s t e , C o s t a R i C a , P. o . B o x 9 1 - 5 1 5 0 i n f o @ R e s e R v a C o n C h a l . C o m • w w w. v i s i t R e s e R v a . C o m page  MYMAILTM personalized Video e-mail page  HOW MYMAILTM WORKS te l l a f r i e n d contact Us Register Experience the Exclusivity. Experience the Elegance. Community | Features | Floorplans | Phase Design | Coastal Living | Take virtual Tour | Contact feel the breeze sub section 1: nam sed mi sub section 2: nam sed mi streetscapes amenities & services nam sed mi streetscapes Pe l l e n t e s q u e a l a c u s . n a m s e d m i . d u i s s a p i e n d o l o r, a l i q u a m u t , drake, discover where luxury meets the ocean placerat vel, tempus vel, nulla. cum sociis natoque penatibus et magnis dis par turient montes, nascetur ridiculus mus. t h e Po s t & b e a m a c c e n t s , s t o n e d e t a i l i n g a n d p l e a s i n g streetscapes will be lighted by historic streetlamps and directed by vintage street signage. Private streets, ample guest park ing, walking/ski trails leading to the tennis club and pool, and landscaping Personalized Website Referral Component floorplans nam sed mi streetscapes Leads Database throughout will be carefully implemented to be appreciated from a n y v i s t a , i n c l u d i n g y o u r o w n b a l c o n y. community & area information namsed mi streetscapes Property Database the time is now to build your dreams HELLO DRAKE, QUISQUE ALIQUET RUTRUM LECTUS . IN NO N E R O S. P R A E S E N T A C MASSA . N AM EGET URNA . C RAS SED VELIT V I TA E L E C T U S T E M P U S V ISIT W W W. d r A k e l e d d y. O c e A n c l u b . c O m where luxury meets the ocean Registration Acquired Mailing List Personalized Website Referral Component Personalized Direct Mail Referral Component Drake Leddy Leddy Ventures / Presidian 9000 Tesoro Drive, Suite 300 Leads Database Qualification of Leads San Antonio, TX 78217 USA Pre-populated registration form Property Database 866-388-8797 drake@presidian.com Personalized Follow-Up Registration Acquired Mailing List Personalized Direct Mail Referral Component Qualification of Leads page 0 Personalized Follow-Up HOW MYMAILTM WORKS (SAMPLE ExECUTION) Segmented Websites • Consumers • Brokers/Realtors • Investors • Unique URLs and personalized websites Personalized Website Referral component registration Personalized direct mail Referral component Qualify leads Personalized Follow-up page 1 MYMAILTM REAL-TIME FOLLOW-UP page  ONLINE MARKETING Why Online Marketing? Cost effective. Time effective. Results effective. www.NJ.com www.NYT.com www.hobokenreporter.com www.villagevoice.com www.hudsonreporter.com www.wsj.com www.newjersey.craigslist.org www.kannekt.com www.moving.com www.theadvocate.com www.rent.com www.northjersey.com www.businessweek.com www.cnn.com www.newhomesandcondos.com “80% of home buyers start their search online” - National Association of Realtors 2007 “69.6% of Americans have internet access” - Neilsen 11/06 page  BANNER ADS THE nEw agE OF luxury living. THE nEw agE OF luxury living. visiT JErsEy CiTy’s FinEsT grEEn nEigHbOrHOOd and bE EligiblE TO win Our smarT Car! visiT JErsEy CiTy’s FinEsT grEEn nEigHbOrHOOd and bE EligiblE TO win Our smarT Car! CliCk HErE FOr mOrE! CliCk HErE FOr mOrE! page  NATIONAL MEDIA OUTLETS Executive Medical Law page  NATIONAL MEDIA OUTLETS Golf Travel page  LOCAL MEDIA OUTLETS Golf Styles Media Group Atlanta Philadelphia New Jersey Carolina Denver Denver Post (denverpost.com) New York New York Times Crain’s Business New York Wall Street Journal Houston Houston Chronicle (chron.com) Los Angeles Los Angeles Times Miami Miami Herald Haute Living Key Biscayne Philadelphia Philadelphia Inquirer (philly.com) www.phillystylemag.com Atlanta Ajc.com Arizona Arizona Republic Milwaukee Milwaukee Journal Sentinel (msj.com) Chicago Chicago Sun Times Chicago Tribune Crain’s Chicago Business Chicagolawbulletin.com San Francisco San Francisco Examiner Minneapolis Twin Cities Business Journal Star Tribune Washington DC Examiner Washington Post Legal Times Dallas Dallas Morning News (dallasnews.com) Dallas Business Journal page  SEARCH ENGINE OPTIMIzATION Search engines are edging up on e-mail as a primary Internet activity and have become an increasingly important part of the online experience of american Internet users. In this information age, Search engines are the gateway to reaching your prospective clients. If your website can’t be found on search phrases other than your brand name, terms which are relevant to your geographic area, customer segment, and project details, then you are neglecting the most cost effective marketing channel: your website! N 5 R Natural Search Marketing Program Competitive Set Analysis META Title, Description, and Keyword Research and Optimization Website Textual Copy Optimization Website Image and HTML Code Optimization Website Search Engine Marketing component inclusion Website traffic analytics package installation External Inbound Link Acquisition Campaign Submission to Vertical and Niche Directories Monthly Reporting on Search Engine Ranking and Website Traffic page  PAY-PER-CLICK ppC is particularly useful for newer websites which are not currently being picked up and ranked by the search engines PAY-PER-CLICK Benefits include: Budgeting Effectively target Campaign Flexibility Pay for Targeted Success Testing Possibilities Immediate Results Brand Awareness page  PAY-PER-CLICK Primary Components of the N5R PPC Marketing Program Include: • Keyword Research to find out what terms/keywords are being searched and who the competition is. Creating PPC Ads: (Copy for Text Ads, Creative for Image Ads, or Video for Video Ads). Creating landing pages specific to the ad campaign categories. Measuring performance using the N5R Digital Dashboard for reporting on ROI. • • • The first is estimated number of searches done for keyword phrases relative to your product and geographical location. The terms are then used in the Google PPC keyword estimator tool to gather data for traffic and cost of a possible Google Pay-Per-Click campaign. This data provides a snapshot of possibilities for generating PPC traffic and the cost associated to your website. page 0 PUBLIC RELATIONS Why pR? The bottom line, public relations versus other marketing communication tools delivers the most bang for your buck A public relations program will be utilized to create awareness and visibility for Reserva Conchal. This should include media relations, development of story idea and pitching to the media. • • • • • • Media coverage increases credibility Media coverage helps you attract “quality” prospects Media coverage makes you a player Public relations helps you avoid price competition A public relations program stretches your marketing budget Best way to launch a brand Story Angles • Great investment amenities, upscale, extravagant, classy and elegant and wide range of adventure activities – living on 2297 acres with beach front • Luxurious • Luxury • Attractions golf, horseback riding, eco-tourism • Many direct flights around the United States under 4 hours page 1 EVENTS & TRADE SHOWS To create a unique campaign and bring added attention, we recommend the following modular campaigns that could be combined with the NR Marketing Methodology. These campaigns will give the added advantage of a pre-qualified audience based on interests, income level and age. For any or all of the campaigns listed below. C u lt u r a l ev e n t C H a r i t y ev e n t t H e m e D ev e n ts m o n t H ly ev e n ts page  N5R DIGITAL DASHBOARD – COMPREHENSIVE CAMPAIGN TRACKING yo u r lo g o H e r e n5r digital dashboard campaign Overview: On this page we see the following metrics about the Campaign; • Total Number of Visits to the website in this campaign • Total Number of Unique URL visits in this campaign • Total Number of Registrations in this campaign • Average Cost Per Lead and Cost Per Registration across all initiatives in a campaign • Overview of Online Marketing Initiatives and Performance (Including the performance of individual Pay-Per-Click key words) • Total and Average performance of all Mass Emails that have been sent out (including number sent, number delivered, number opened and number clicked through Almost every page on the Dashboard allows the numbers to be presented for any date range. Simply select the date range on the left hand side and the numbers will automatically update. All interactive aspects of the Dashboard are using an internet technology named AJAx (Asynchronous JavaScript and xML). This allows for information on the page to be updated without the whole page having to reload. This is the same technology that is used on sites such as gmail, google calendar, and many more. This is one of the key features used in the term Web 2.0. page  N5R DIGITAL DASHBOARD – COMPREHENSIVE CAMPAIGN TRACKING yo u r lo g o H e r e Initiative Performance Page The initiative performance page breaks down all of the numbers from the overview page into their discreet marketing initiative. Be it direct mail, mass e-mail, websites, landing pages, print ads, billboards, signs, etc. There is comprehensive tracking of the number of visits a particular ad has received, the number of visits from Personalized Unique URLs, the number of calls, the number of registrations as well as the conversion rate and cost per lead and cost per registration. This information is invaluable when making key decisions as to which marketing channels are working and which channels are not. We also get a complete breakdown of all the statistics from each Mass E-mail we deploy. The number of emails sent, the number delivered, the number of people who unsubscribed, the number of people that opened the e-mail and the number of people that clicked-through from the e-mail to the website or landing page. media Summary The media summary section breaks all the initiative down into their media type: Online, Direct Mail, E-mail, Print, etc. Here you can see how each channel is performing as a whole. It shows the effectiveness of each channel as well as the Conversion Rate, Unique URL visits, Registrations, Calls, Cost per Lead, and Cost per Registration. Phone Performance This section lists all of the phone numbers used across all campaigns, the associated URLs and shows the number of calls received to each. unique url Visits This section allows you to view a list of all the individuals that have visited their Personalized URL (www.YourName. YourDomain.com) and when. By selecting an individual you can get detailed contact information about the lead. registrations When someone fills out a registration form that information gets captured in this section on top of the e-mail notifications that get sent. Here, all the registrations are presented in a grid that can be sorted, filtered and searched. It gives you detailed information about the person that registered including the initiative that brought them to the site, the registration reason, and all their contact and survey information. Web Traffic Trends This section presents a list of all the initiatives in the campaign with a checkbox beside each one. Once checked, it will graph the website traffic trend on the chart. Select all initiatives or select one. Select a date range. See when a Direct Mail was delivered. This information is valuable and per initiative really brings a new insight as to the performance of ads. Live Website Traffic Monitor the traffic to your website in real-time. See who’s visiting, what page they are on, how long they been there, the number of pages they have viewed, etc. This is just a brief overview of the information that is presented in the Dashboard. N5R looks forward to providing you with comprehensive campaign performance tracking. page  THE DIGITAL DASHBOARD CAN SHOW: Cost per Lead, Cost per Registration, Registrations per Day, Visits per Campaign, Registrations per Campaign and Visits per Day Signage Direct Mail Print Advertising TV Campaigns $75 $15 $75 $100 Cost per Lead Signage Direct Mail Print Advertising TV Campaigns $300 $50 $150 $200 830 7 Cost per Registration Visits per Campaign Registrations per Campaign Registrations per Day Visits per Day page  GLOSSARY OF TERMS A AD TRACkING ReSeARCh - Measurement of the effectiveness of advertisement over time. AFFILIATe MARkeTING - Third-party website ad serving model under which affiliates get compensated on a per sale/click/registration model. AVATAR - A visual or graphical representation of a person in the internet. b BANDwIDTh - Rate at which data is transferred over a communications medium (i.e. a T1 internet connection has a bandwidth of 1.544 MBPS) BANNeR AD - Is an ad placed through a website. BANNeR BLINDNeSS - Term used when website visitors ignore banner ads. BLoG - A web log. BLUeTooTh - Technology that connects devices wirelessly. BRAND eqUITY - Brand equity is a set of perceptions, knowledge, and behaviors on the part of customers that creates demand and/or a price premium for a branded product—in other words, what the brand is worth to a customer. Brand equity may also be defined as a set of elements such as brand associations, market fundamentals and marketing assets that help distinguish one brand from another. BRAND VALUe - Brand value is the net present value of future cash flows from this branded product minus the net present value of future cash flows from a similar unbranded product—or in simpler terms, what the brand is worth to management and shareholders. While measuring the brand value of a product or corporation has its usefulness, the act of measurement by itself will not make a brand more valuable or less risky. BRoADBAND - Broadband refers to the ability of the user to view content across the internet that includes large files, such as video, audio and 3D. Broadband refers to an increased ability to do so. BUSINeSS INTeLLIGeNCe TooLS - Software tools that allow users to manipulate, interpret and display data through dashboards. BUYING INTeNT - Likelihood that a consumer will purchase a product or service. c CAC - Customer Acquisition Cost. Total cost associated with acquiring a customer. CAChING - Storage of Web files for reuse at a later time. CLICk FRAUD - When someone clicks on an ad with the sole purpose of driving up the pay-per-click cost. CLICk-AND-MoRTAR - A business that has both a physical and an online presence (i.e. Best Buy). CLICk-STReAM - A user’s Internet activity including websites visited, length time, and actions during the visit. CLICk-ThRoUGh - the process of clicking through an online advertisement to the advertiser’s destination. CMS - Content Management System CohoRT - A group of individuals having a statistical characteristic in common in a demographic study. CoNTeXTUAL MARkeTING - marketing that occurs when a person is more likely to be interested in a product or service. CoNVeRSIoN RATe - Percentage of Website Users that Take a Desired Action. CookIe - information stored on a user’s computer by a Web site so preferences are remembered on future requests. CPA - Cost-Per-Acquisition. A measured that can often be misleading as most media agencies only take into account the cost media and not the total cost of acquisition. CPC - Cost-Per-Click. A measured that can often be misleading as most media agencies only take into account the cost media and not the total cost. CPM - Cost-Per-Thousand CRM - Customer Relationship Management. CTR - Click-Through Rate CUSToMeR LIFeTIMe VALUe - Value of a customer to a firm over the life of the customer-firm relationship. d DATA MINING - Data mining is the process of reviewing and analyzing data for the purpose of identifying common characteristics that may be useful for other purposes. DATABASe MARkeTING - Database marketing is the process of managing lists, identifying prospective customers, and tracking marketing and sales information using databases DIGITAL CASh - Payment services such as Pay Pal. DRTV - Direct Response Television. DSL - Digital Subscriber Line e eDI - Electronic Data Interchange eMS - Enhanced Messaging Service. Allows the transmission of rich text and media. ewALLeT - System that stores a customer’s data for easy retrieval for online purchases. eZINe - Electronic Magazine F FACToR - A variable that is controlled or manipulated. FLASh - Multimedia interactive technology developed by Macromedia. FoCUS GRoUP - A technique in which a group of participants are brought together to provide feedback on ideas, products and services. FTP - File Transfer Protocol. G GPS - Global Positioning System. H hARD BoUNCe - An e-mail that has bounced back to the sender undelivered. hIT - Request of a file from a web server. I IM - Instant Messaging. Technology that allows users to communicate through a network (i.e. Yahoo, AOL, etc). ISDN - Integrated Services Digital Network. ISP - Internet Service Provider. k keY woRD - Word used to perform a search kIoSk - An electronic/interactive tool that serves an information and/or point-of-sale station. l LoCk-IN - Refers to the ability of companies to ensure their customers do not switch to competitors (i.e. cell phone companies). m MAPP - Mathematical Analysis of Perception and Preference. MARkeTING MIX - The unique blend of products, pricing, promotion and distribution targeting a specific group of people. MARkoV MoDeL - Probability that the user of each brand in a category will switch next time to each other brand. MBLoG - Mobile Blog (i.e. dodgeball.com). M-CoMMeRCe - Mobile Commerce. MMS - Multimedia Message Service. n NeTIqUeTTe - Stands for network etiquette. NeTIZeN - Internet citizen. NeTwoRk eFFeCT - As more people participate in a network, the network becomes more valuable to each participant. O oPeN SoURCe SoFTwARe - Free software open to anyone to change or improve. oPT-IN - When users give marketers explicit permission to send them information. oPT-oUT - When users do not give marketers explicit permission to send them information. P PAGe JACkING - “Stealing” a page from one site for use in another. PAGe VIew - Same as “Hit.” PASS-ALoNG RATe - Percentage of people who pass along a file or message. PeeR-To-PeeR - Computers connected not through a centralized network. PeNeTRATIoN - market share held by a given firm or product within a specific market or industry. PeRMISSIoN MARkeTING - Marketing to customers who have opted-in. PoDCASTING - Broadcasting of rich media files over the internet (i.e. video or audio) PoP-UP AD - Ad displaying in a separate browser window. PoRTAL - A website gateway to other webistes. PPC - Pay-Per-Click. PPL - Pay-Per-Lead. PPS - Pay-Per-Sale. PURe PLAY BUSINeSS - A business that only has a web presence (i.e. Ebay). r ReLATIoNShIP MARkeTING - Marketing that helps companies develop long-term relationships with its customers. RFID - Radio Frequency Identification Tags. Used by companies for product tracking during distribution and stocking. Also, used to track people at tradeshows and other events. RFM - Recency, Frequency and Monetary value. A measure used to gage customer value and loyalty. RoS - Run of Site. Option that allows the placement of ads throughout one website. RSS - Rich Site Summary or Really Simple Syndication. Technique used to distribute dynamic content (i.e. news headlines). S SeARCh eNGINe - a program that indexes documents, then attempts to match documents relevant to the users search requests. SeM - Search Engine Marketing. Marketing that focuses on helping companies rank higher in search engine results. Seo - Search Engine Optimization. The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search. SMART CARD - Card imbedded with a microchip that stores data. SMS - Short Message Service (same as text message). SPAM - Spam is the term used for unsolicited e-mail. SPIDeR - Software used by search engines to identify web pages. SPLASh PAGe - Page that leads to the home page of a website. STICkINeSS - Amount of time spend on a website. SPYwARe - Software downloaded on user’s computer for the purpose of collecting and reporting data. T TRICk BANNeR - Banner ads that trick people into clicking them. TweeNS - Children between the ages of 9 and 12. u USeR INTeRFACe - How users interact with software and hardware. User Interface refers to the intersection of the technical aspect of a system and its users. V VIRAL MARkeTING - Marketing that leverages customers to promote a company’s products or services. VoIP - Voice Over IP. Technology that allows telephone calls over IP networks (i.e. internet). W weB 2.0 - A web were content is created by users. wI-FI - Wireless Fidelity. A form of wireless data communication. wIkI - A web based knowledge database were content is generated and managed by users (i.e. Wikipedia). woM - Word of Mouth Marketing. A form of viral marketing. page