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									Annual Marketing Plan Template For Community

       Instructions for Annual Marketing Plan

       The purpose of your annual marketing plan is to:

              Help your team market and invest allocated time and money throughout
               2008 more effectively—

       And in order to do this:

              We have to define the community‟s position, strengths and challenges
              Set definitive goals
              Determine our customer base and demographics to help us better market
               to and serve our customers
              Budget the right amount and determine the right sources to help us
               maintain our marketing through the year —

       HOW to complete the Annual Marketing Plan:

              Print a copy of the Plan (this will serve as an “instruction guide”)

              Create a working document from the template by deleting the
               “instructions” under each section and inserting the appropriate

              Please contact Deb Bronson at if you
               have questions on this template—

       Due Date: 10/15/07

              This Plan should be turned in with your RPM, Deb Bronson & Melissa

Annual Marketing Plan Template For Community

                              2008 Annual Marketing Plan for
                                 (Insert community name)
                                Prepared By: (Insert Name)


Community Strengths (Primary Competitive Advantages):

       Here you will describe the community, citing its greatest strengths. What sets you
       apart from your community‟s competitors? (These will become known as the
       community‟s primary competitive advantages or P.C.A.‟s.) Your goal will be to
       bullet point three to five strengths, such as; the proximity of services, employm ent,
       and recreation

Community Weaknesses (Primary Competitive Challenges):

       It is equally important to uncover any weaknesses that challenge the community
       from a competitive standpoint. Bullet point the top three to five challenges, such
       as; hidden location, dated kitchens, or lack of parking spaces.

NOTE: As you develop your community‟s annual marketing plan—and as you go about
developing various marketing strategies to supplement this plan, you should showcase
the strengths and find ways to overcome or minimize the challenges.

A marketing strategy is a plan of action created to support a specific goal. Marketing
strategies always support your marketing plan. A marketing campaign (for Sequoia--16
weeks) is a plan of action that employs several marketing strategies to address a specific
challenge, such as; the need for more qualified traffic in a slow month, etc.

Position in the Marketplace

A Description of Our Customers:

       Here, you will define your top two target demographics. List the age, income
       and occupational profile of your primary and secondary target markets. Discuss
       the lifestyle trends of these demographic groups. What other successful
       marketing campaigns (outside of the apartment industry) have been pitched to
       this demographic? Is there anything you can learn from them ? (Please fax or e-
       mail a copy of your up-to-date Demographic Report to this plan)

Where Do We Find More Customers In This Demographic Group?

       You must run a zip code study of your area to find pockets of town where the
       demographic profile most closely matches your community demographic. In
       addition, you may want to list local employers whose employ individuals in your
       income range. To help you determine income by profession in order to identify
       target employers, visit

Annual Marketing Plan Template For Community

Our Customers’ Needs:

        What are your customers looking for first and foremost in an apartment home and
        in their community? What is likely to be most important to them in their buying
        decision? If the main driver for your demographic group is money or value, go
        one step beyond to find another key decision factor.

Why Our Customers Choose Us:

        List the likely reasons a customer within the target demographic chooses this
        community to call home. Where do your community‟s unique sel ling propositions
        match the wants and needs of your target demographic groups?

Positioning Statement/Main Marketing Message

Find the marriage between the community‟s PCA‟s and the customers‟ needs, crafting a
statement that defines the value of your community. This will become the community‟s
main marketing message and will be the foundation of your community‟s personality as it
is marketed to the customer. Note: Five to seven words maximum. This should be a
slogan—like, “The Experi ence Matters. Experience Sequoia” or “We bring good things to
light” or “When you care enough to send the very best” or “It‟s everywhere you want to

Our Marketing Message:

Traffic Generation & Advertising

Here, you will list the core sources to generate traffic that should remain a constant at
your community. Looking at both your strengths/challenges and your primary and
secondary demographics —what type of print and online advertising should your
community be doing? What type of outreach marketing and to what primary groups?
General cat egories have been listed below. As you develop marketing campaigns to
support your marketing plan, the detail and degree of advertising will certainly expand
or change to meet the strategic goals you have specifi ed. An Advertising Summary
/Order Form should be created and attached each time you complete a Sequoia
Mark eting Plan—(three times per year —January-April 08, May-August ‟08 and
Sept ember-D ecember „08). (This form is a snapshot of all advertising sources, time-
frames, rep contact info, rates, etc).

Drive-By Marketing/Signs, Banners, Etc.:

Print Advertising--Mark eting:

Online Advertising-Marketing: (Internet advertising and free listings such as Craig‟s List
should be primary at most communities)

Annual Marketing Plan Template For Community

Off-site or Outreach Mark eting

              Employer (Medical, Civic Employees, Businesses, etc)
              Merchants (Creating Cooperative Referrals, Services & Discounts)
              Referral: (Realtor, Locator, Resident)
              Relocation: (HR Directors, Professional Relocation Associates)
              Specialized: (Faculty/Admin at Universities, Organizational Directors on

Direct Mail:

Other Media
        Radio
        Tel evision
        Billboard

Core Primary Events: (Charity-affiliated/ Annual Events)


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