Plaza Ten Proposal CS Designworks

Marketing Proposal for Plaza 10

MARKETING PROPOSAL FOR PLAZA 10

Statement of Understanding

SCOPE In partnership with Dividend Capital and the C&W leasing team, CS Designworks will create a marketing program for the upcoming availabilities at Plaza 10.

The program will explore: • • • • •

Re-branding the asset A promotion campaign to re-familiarize the property and it’s benefits to the A-List brokers Broker event coordination for the A-List brokers A print and online advertising campaign targeted to the NYC and NJ brokerage communities A direct mail campaign that coordinates with advertising to maximize visibility to the target market

KEY POINTS Primary Differentiators • Architectural Design – world class design • Location – Waterfront with unmatched NYC views • Smart and efficient floor plates, responsive ownership and management, state-of-the-art amenities • Incredible building infrastructure

Secondary Differentiators • A true live-and-play urban experience – Paulus Hook is a mature neighborhood that not only offers the traditional amenities of an established residential neighborhood, but like all cities, a variety of lifestyles, like the Brooklyn vibe of Grove Street, luxury towers on the waterfront and 19th century brownstones.

• A hub location – one of the key components of new-urban environments is transportation, and JC has them all. From Light-rail, to the PATH, from highways to the airport – get anywhere and everywhere.

• Incentives – the Grow NJ incentive program offers significant tax savings to tenants • Attractive Rents – Sizable savings to comparable NYC space

MARKETING PROPOSAL FOR PLAZA 10

Our Strategy

1. BUILD THE BRAND It is strongly recommended that we create a strong brand for Plaza 10. A strong brand creates solid recognition, conveys the quality and value proposition of this asset.

We will explore the following points for this proposal: – Renaming Property with Tagline and Logo Treatment – Updating Website – Branded Digital Brochure – Photography – Video – Marketing Center Graphics

2. MARKETING We divided this effort into two targets: A-List brokers, who represent a high-percentage of waterfront transactions and the brokerage community which are all other brokers.

A LIST – TOP TIER WATERFRONT BROKERS – Unique Property Tour – Dimensional Invitation – Video Brochure – Value item: Ipad, or GoPro – Fun item: VR goggles or View master

BROKERAGE COMMUNITY – Ads – Online and Offline – Email blast – Postcard campaign – Illustrated area map – Open house

MARKETING PROPOSAL FOR PLAZA 10

Building the Brand

WHAT’S IN A NAME? Now that Plaza 10 is no longer part of the Mack-Cali portfolio in Jersey City, re-branding the building will accomplish the following: • • • •

Eliminate any confusion end-users and brokers may have when inquiring about waterfront availabilities in JC Eliminates any confusion with 10 Exchange Place Creates separation from the competition by highlighting the differentiating benefits Introduces the new ownership and broker team and what they bring to the table

BELOW ARE OUR TOP RECOMMENDATIONS with TAGLINES

WORLDVIEW TOWER INSPIRED WORKPLACE JERSEY CITY ON THE HUDSON

CITYSIGHTS TOWER WHERE WORK AND PLAY LIVES JERSEY CITY ON THE HUDSON

JC HARBOR TOWER WHERE WORK HAS A LIFE JERSEY CITY ON THE HUDSON

CITYSCAPE TOWER WHERE WORK AND PLAY INTERSECT JERSEY CITY ON THE HUDSON

VIEWPOINTE TOWER WHERE CLASS A MEETS NEW URBAN JERSEY CITY ON THE HUDSON

CITYVIEW TOWER INSPIRED WORKPLACE – ABUNDANT PLAYSPACE JERSEY CITY ON THE HUDSON

INSPIRED WORKPLACE

JERSEY CITY ON THE HUDSON

MARKETING PROPOSAL FOR PLAZA 10

Building the Brand

INSPIRED WORKPLACE

THE PROPERTY

Recommendations:

AVAILABILITIES

GALLERY

INCENTIVES

EXCELLENCE IN ARCHITECTURE AMENITIES INFRASTRUCTURE IMPROVEMENTS SPECIFICATIONS

SAMPLE WEBSITE HOMEPAGE The cornerstone of a strong brand is to have a solid website. It is recommended that we upgrade the current website to a more modern and easy-to-navigate site. Recommend beefing up content to communicate more effectively to brokers and end-users alike.

THE NEIGHBORHOOD

CONTACT

AVAILABILITIES 7th FLOOR 36,000 sf 8th FLOOR 36,000 sf 9th FLOOR 36,000 sf 10th FLOOR 36,000 sf 11th FLOOR 36,000 sf

Beauty...

Brains...

Braun.

• Simplify Navigation • Upgrade Photography • Video if in budget • Interactive area map

Welcome to WORLDVIEW TOWER

• Interactive floor plans

Stunning Modern Architecture, Unmatched building Infrastructure, an emerging urban neighborhood and positioned on the Hudson River with views that are second to none, Worldview Tower has it all.

• Blog or News area to promote happenings in Jersey City and Building

– Excellence by Design (architecural story) – Property Specifications – Builidng Amenities – Building Improvements – Infrastructure: Fiber, Backup Power, Flood Protection

• Social Media

JC BUZZ

ECO-FRIENDLY Charge your car while at work...

RACK IT UP What better way to get to work...

COFFEE BREAK? No one brews a better cup of Jo...

MORE

MORE

MORE

For more information, please contact: Robert Rudin Vice Chairman +1 201 508 5228 robert.rudin@cushwake.com David DeMatteisDirector+1 201 460 3383david.dematteis@cushwake.com

MARKETING PROPOSAL FOR PLAZA 10

Marketing

CREATIVE APPROACHES CONCEPT ONE: BEAUTY, BRAINS, BRAUN. BEAUTY – Architectural Design – the best looking building in the city – Waterfront Location – unmatched views of NYC BRAINS – Smart and efficient floor plates, responsive ownership and award-winning management, and new-urban amenities BRAUN – A backbone like no other – flood protection, Generator farm, (6) Fiber providers, (3) Power feeds

CONCEPT TWO: CLASS-A IN EVERY WAY. Class Amazing – Building and Views of NYC, Waterfront Workplace Class Advanced – Solid Building Infrastructure – state of the art Class Awesome – The next emerging urban neighborhood - Jersey City These concepts lends itself to all marketing executions: Ads, Brochure, Direct Mailers and Postcards.

INSPIRED WORKPLACE

JERSEY CITY ON THE HUDSON

MARKETING PROPOSAL FOR PLAZA 10

Marketing

INSPIRED WORKPLACE

173,000

SAMPLE AD

Contiguous Space Available 2017

The photography tells the story.

Simple and elegant and if we create a video, we can put a QR code on ad to link viewer to video.

Other Marketing Items can include: • Banner ads • Postcard campaign • Digital brochure • A fun map • Open house support graphics

Scan to watch the WorldView Tower Story

Beauty, Brains and Braun.

WorldView Tower has it all for the decerning tenant.

• Jersey City waterfront with perfect views of Manhattan • Inspired Architectural design with modern workplace amenities • Perfect open floorplates letting the views in • “Fort Knox” Infrastucture • A Live and Play neighborhood

Robert Rudin Vice Chairman +1 201 508 5228 robert.rudin@cushwake.com

David DeMatteis Director +1 201 460 3383 david.dematteis@cushwake.com

MARKETING PROPOSAL FOR PLAZA 10

Marketing

Ship in a Bottle A true desk-keeper, this ship-in-a-bottle is constructed from real business cards.

PROPERTY TOUR AND INVITATION Invitation: Ship in a Bottle. This is a truly unique item as the ship is constructed of business cards. We can tailor the bottle to the recipient.

INSPIRED WORKPLACE

JERSEY CITY ON THE HUDSON

INSPIRED WORKPLACE

Tour: Boat tours can accommodate up to 24 people.

YOU’RE INVITED

See Jersey City’s most amazing building in a most amazing way.

BY BOAT

Sample Invitation

Boat Tour

MARKETING PROPOSAL FOR PLAZA 10

Marketing

Model Helicopter This fun item can be branded with our marketing message and act as the invitation to the helicopter tour.

PROPERTY TOUR AND INVITATION Invitation: Model Helicopter with Logo Imprint. Formal Invitation to tour the property by Helicopter.

INSPIRED WORKPLACE

Tour: Helicopter tours can accommodate up to 6 people.

JERSEY CITY ON THE HUDSON

INSPIRED WORKPLACE

YOU’RE INVITED

See Jersey City’s most amazing building in a most amazing way.

BY HELICOPTER

Sample Invitation

Helicopter Tour

MARKETING PROPOSAL FOR PLAZA 10

Marketing

VR Goggles Branded goggles enable users to view property in Virtual Reality.

VIRTUAL REALITY GOGGLES Capture 360 degree footage, stitch and convert for a VR experience. The VR file is uploaded to a hosted website and can also be viewed online.

Package with contain VR goggles that is branded as well as instructions which gives a link to a website on phone.

VIDEO BROCHURE If we develop a video, we can produce a video brochure. The video brochure is fully charged and loaded with video. We can brand cover accordingly.

Video can have multiple uses such as website and promotional materials can have a link via QR code.

Video Brochure Video is uploaded to branded video brochure and when recipient opens the video automatically plays.

VIEW SAMPLE VIDEO

INSPIRED WORKPLACE

INSPIRED WORKPLACE

JERSEY CITY ON THE HUDSON

MARKETING PROPOSAL FOR PLAZA 10

Sample Budget This sample budget is for planning purposes and subject to revisions based on overall budget and selected deliverables.

BRANDING Name/ Logo / Tagline Updating Website – Planning, Design, Copy, Programming and Hosting 1 yr Digital Brochure – 8 pages – Copy, Design and Online Hosting Photography – 2 days Aerial Photography – 2 hrs Video – Script, Footage, Editing

$3,500 $12,500 $4,500 $6,000 $7,500 $12,500

MARKETING PROPERTY TOUR/ DESK ITEMS Charted Boat for 25 – 2 hrs, Cocktail, Bar and Buffet* Ship in a bottle (12) Invitation and Packaging Chartered Helicopter for 4-6 – 30 minutes* Model Helicopter (12), Invitation and Packaging VR Video – (3 scenes) Shooting, Editing, Hosting VR Goggles (25), Packaging TBD Video Brochure Production (25) View Master (25) Setup, 7 images, View Master (alternative to VR) Ipad (12) 9.7” $599 per Leather Case for Ipad w/ engraving (12)

$7,500 $4,500 $1,250 $2,500 $4,000 $1,000 $3,750 $1,500 $7,188 $1.100

CONVENTIONAL Ad Development – Design and Production of single ad Ad Placement (per) NY Observer – Full page Real Deal – Full page WSJ NY – Quarter Page Globe St – New Jersey – Banner ad Postcards – 3 lots (1,500) Design and Production Printing, (add mail handling and postage) Marketing Center * Does not include planning

$3,500 $6,346 $7,285 $6,058 TBD $3,500 $6,000 TBD

MARKETING PROPOSAL FOR PLAZA 10

About CS Designworks

Test of Time CS Designworks has a 25-year track record of success providing exceptional design solutions to a diverse clientele. We specialize in communications solutions that include web, branding and identity, marketing and sales solutions, product launches, corporate communications and collateral.

“Best-In-Class” Practices We bring a deep pool of experience in helping our clients to develop and disseminate clear messaging. Our passion is design. How it influences, tells a story, informs, defines, and reinforces a brand. We excel in problem solving, strategizing, exploring, and going above and beyond what is expected. We embrace technology and employ the best applications to the chosen solution.

Team Approach We have strategically assembled an award-winning creative team that brings fresh insight and innovative thought to every project. Adding to our team’s scope is a network of highly skilled consultants and strategic partners, allowing us to pair the best and most appropriate talent to specific assignments.

Core Team NICHOLAS CHIECHI President Nick, whose design career spans three decades, founded CS Designworks in 1991, and over the years has stood behind many award-winning, dynamic and successful campaigns for both established and emerging companies. A classically-trained graphic designer and strategic thinker, Nick masterfully merges essential design principles with technology and the latest trends in the marketplace to meet client needs. Nick brings an entrepreneurial spirit to all projects at CS Designworks. He is hands-on with clients, staff, strategic partners, and vendors. Nick is an expert at reinforcing business brands and priorities through inspired visual identity, branding strategies and collateral. Nick thrives on solving complex challenges through all communications deliverables.

ROB LEYKO Creative Director, Copy Development As a seasoned Creative whose experience in marketing spans over 30 years, Rob has had the opportunity to get his hands dirty in most if not all of the advertising disciplines – from graphic design for packaging, logos and collateral materials for national advertisers; to television, radio, multi-media producer for multi-national clients; to creative direction for marketing to the commercial real estate community. For the last 18 years, Rob has been creating successful marketing campaigns for CRE’s boldface names past and present.

EDWARD O’DELL Senior Designer For 25 years, Ed has provided creative direction and inspirational design for branding programs, sales and marketing campaigns, product and service launches, and interactive communications. His focus is on creating innovative marketing concepts with an eye toward business imperatives and target audience. His creative process is designed to identify and render a crystal-clear narrative to send across all media.

Edward has succeeded by leveraging three core strengths: conducting in-depth reconnaissance to discover a clients’ essential marketing needs; creating concepts that express client message, however complex; and leading creative and technology teams to deliver products that consistently outperform client expectations.

ANNA PLESSET Web and Interactive Media Director, UX Expert Anna began her career as a Web Designer at Agency.com where she learned the ropes at one of the pioneering agencies during the dot-com ascendancy. Anna then took on senior roles at firms in Ithaca, NY and Washington, D.C. respectively. Over the last decade, she has interfaced with a variety of international clients completing many successful design assignments. Anna leads CSD’s web efforts and brings sophistication, maturity, and a methodical approach to problem solving. Since joining the firm in 2011, Anna’s talents and value to the firm have flourished as evidenced by the accolades she consistently receives from clients.

MARKETING PROPOSAL FOR PLAZA 10

Samples The backbone of a solid Brand is to have a solid website. It is recommended that we upgrade the current website to a more modern and easy-to-navigate site. An effective website should communicate to brokers and end-users alike.

Recommendations: • Simplify Navigation • Upgrade Photography • Video if in budget • Interactive area map • Interactive floor plans • Blog or News area to promote happenings in Jersey City and Building alike • Social Media Client: Cushman & Wakefield Project(s): Websites and Video Brochure for various properties for sale.

One Court Square – Long Island City, NY 151 East 60th Street – NYC Red Hook Innovation Studios – Brooklyn Video Brochure

MARKETING PROPOSAL FOR PLAZA 10

Samples The backbone of a solid Brand is to have a solid website. It is recommended that we upgrade the current website to a more modern and easy-to-navigate site. An effective website should communicate to brokers and end-users alike.

Recommendations: • Simplify Navigation • Upgrade Photography • Video if in budget • Interactive area map • Interactive floor plans • Blog or News area to promote happenings in Jersey City and Building alike • Social Media

Client: Cogswell Realty Project(s): Website and collateral for Eleven 80 Rentals – Newark, NJ

Instead of sharing a seat on a train, share a lane in the lounge.

Come see the sensational new rental residences in Downtown Newark.You won’t believe your eyes.

STUDIOS • ONE & TWO BEDROOMS

973.824.1180

eleven80rentals.com

Leasing Center: 12 Commerce Street MARKETING AND EXCLUSIVE LEASING AGENT: THE MARKETING DIRECTORS, INC.

Instead of having to run for a train, have the time to train & run.

Come see the sensational new rental residences in Downtown Newark.You won’t believe your eyes.

Instead of commuting with passengers, commune with companions.

Come see the sensational new rental residences in Downtown Newark.

Live well – just closer.

STUDIOS • ONE & TWO BEDROOMS

973.824.1180

eleven80rentals.com

Leasing Center: 12 Commerce Street MARKETING AND EXCLUSIVE LEASING AGENT: THE MARKETING DIRECTORS, INC.

STUDIOS • ONE & TWO BEDROOMS

973.824.1180

eleven80rentals.com

We are pledged to the letter and spirit of U.S. policy for the achievement of equal housing opportunity throughout the Nation. We encourage and support an affirmative advertising and marketing program in which there are no barriers to obtaining housing because of race, color, religion, sex, handicap, familial status or national origin.

Leasing Center: 12 Commerce Street MARKETING AND EXCLUSIVE LEASING AGENT: THE MARKETING DIRECTORS, INC.

PATH, NJIT platform posters

MARKETING PROPOSAL FOR PLAZA 10

Samples Client: HJ Kalikow The backbone of a solid Brand to Park have Ave – New York, NY (under development) Project: Website redesign foris101 a solid website. It is recommended that we upgrade the current website to a more modern and easy-to-navigate site. An effective website should communicate to brokers and end-users alike.

Recommendations: • Simplify Navigation • Upgrade Photography • Video if in budget • Interactive area map • Interactive floor plans • Blog or News area to promote happenings in Jersey City and Building alike • Social Media

MARKETING PROPOSAL FOR PLAZA 10

Samples Client: HJ Kalikow The backboneLeasing of a solid Brand is to have Project(s): center graphics and advertising a solid website. It is recommended that we upgrade the current website to a more modern and easy-to-navigate site. An effective website should communicate to brokers and end-users alike.

Recommendations: • Simplify Navigation • Upgrade Photography • Video if in budget xxxx • Interactive area map

• Interactive floor plans • Blog or News area to promote happenings in Jersey City and Building alike

101 PARK AVENUE

• Social Media

THE CENTER OF EVERYTHING Our Outstanding Tenant Roster Aetna Life Insurance Company Advance Finance Group LLC Convene LLC Curtis Mallet-Prevost Colt & Mosle LLP Federal Home Loan Bank of New York Federated Global Investment Management Corp.

Fox Rothschild LLP Hitachi Data Systems Corp.

Kelley Drye & Warren LLP Morgan, Lewis & Bockius LLP Morgan Stanley Smith Barney Financing LLC PricewaterhouseCoopers LLP Tata America International Corp.

Tiger Management LLC

HJ KALIKOW & CO., LLC OWNER / BUILDER OUR 9TH DECADE OF EXCELLENCE 212-808-7000

FOR LEASING INQUIRIES OR MORE INFORMATION: JOHN CEFALY 212-841-5977

AUGUSTUS FIELD 212-841-5965

101PA R K.C OM

TIMELESS

MARKETING PROPOSAL FOR PLAZA 10

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Canada

Port of Oswego Station

UNIVERSITY OF ROCHESTER

Port of Rochester

Orleans

Lockport Station

St Catharines

• Interactive floor plans

Biotech & Life Sciences

Herkimer

26 104

31

104

Advanced Materials & Manufacturing

13

104

Oswego County Airport

UNIVERSITY AT BUFFALO

Niagara

SECTORS

R.

18

Port of Oswego

ROCHESTER INSTITUTE OF TECHNOLOGY

Indian L.

Hamilton

LEGEND

Lyons Falls Station

Scriba Station

SUNY BROCKPORT

18

Burlington

Salmon River Res.

81

SUNY OSWEGO

Somerset Station

NIAGARA UNIVERSITY

Aldershot Station

Ontario

Thendara Station

Black R.

De lew

NIAGARA COMMUNITY COLLEGE

Oakville

Hamilton

30 26

are

Lake

Port of Toronto

28N

28

Lewis

Oakville Station

• Interactive area map

30

START-UP NY offers new and expanding businesses the opportunity to operate tax-free for 10 years on or near eligible university or college campuses in New York State. No business, corporate, sales, property, state or local taxes 812 126 Watertown and no franchise fees. And no income tax for the Jefferson Stillwater Res. company or its employees.

12 Ten full years of 26savings.

Croghan Station

3

Milton

Rockton

Newton Falls Station

Air3Field

Watertown International Drum Station Airport Sanford Station Watertown Station Carthage Station

Picton

Toronto Union Station

• Video if in budget

3

Philadelphia Station

Toronto

Nississauga

Tupper Lake Station

3

37

12E

Oshawa

Brampton

30

Balmat Station

180

Cape Vincent

Brighton

Gouverneur Station

81

Bath

WESTERN NEW YORK

Port Perry Newmarket

56

Saint Lawrence

Port of Clayton

Trenton

Pontypool

NORTH COUNTRY

Black L.

37

Port of Alexandria Bay

Kingston

Deseronto

Belleville Greenbank

30

Enterprise 12

Keswick

458 56

812

Franklin

Tweed

Yarker

Baldwin

Alliston

Ogdensburg International Airport

Brockville

Havelock

Lindsay

Norwood Station

68

Glen Buell

Newboro

Tichborne

Kaladar Madoc

Fenelon Falls

Angus

11

Port of Ogdensburg Station

Buckhorn

Halton

Norfolk Station

Port of Ogdensburg

Westport

Orillia

• Upgrade Photography

37

Kinmount Norland

30

37

56

Cardinal

Midland

Fort Covington Station 37

Helena Station Massena International Airport

Massena Station

Port Severn

44˚

R.Rooseveltown Station

rence

Morrisburg St Law

Merrickville

Gooderham

Penetanguishene

Huntingdon Station

Cornwall

Kemptville

Lanark

Minden Gravenhurst

Lancaster

Finch

Winchester

Haliburton Muskoka

Chesterville

Kars

Bancroft

Bracebridge

Recommendations:

Client: Cushman & Wakefield / Newmark Project(s): Email Blast, Web Portal with links to downloads: Brochure, sector inserts and maps

Glen Robertson

Limoges

Ottawa

Bigwin

Barrie

• Simplify Navigation

Bourget

Vanier

Aylmer

Calabogie

Lake St Peter

The backbone of a solid Brand is to have a solid website. It is recommended that we upgrade the current website to a more modern and easy-to-navigate site. An effective website should communicate to brokers and end-users alike.

Rigau

Hull Arnprior

Mercer

Trenton

Monmou 95