Tallulah Marketing Strategy

June 2023

Marketing Goals

We craft + customize marketing strategies for each asset to ensure alignment across teams, sectors and tie back to corporate + global brand in our approach to execute all key branding and marketing elements essential to supporting asset success throughout all phases of the life cycle, including turnover to operations for lease-up to stabilization. Below is a snapshot of the specific goals identified for our Tallulah marketing strategy.

• Create a lasting impression that sets Tallulah apart from existing Atlanta living options, leading to renters for life

• Capitalize on existing Brookfield Properties’ assets in market (Cumberland + Perimeter) audiences by cross sharing + promotion of content

• Drive traffic to asset website, social and onsite (upon opening) through strategically increasing reach to target audiences

• Capture + Nurture leads to set-up leasing team with warm prospects from start of preleasing efforts

• Execute upon curated strategies focusing on target audiences, in turn, reducing the leaseup to stabilization period

• Establish a strong presence + brand equity in Atlanta as more than a retail owner + operator through successful debut of Brookfield Properties’ first retail redevelopment + multifamily project

The Neighborhood

What + who resides within

Smyrna, Georgia

81,400

People commute into the Cumberland CID each day for work. This represents almost 98% of those employed inside the CCID.

• Located along I-75 in the thriving northwest corridor of the greater Atlanta Region, Cumberland serves as Atlanta’s 5th largest job center and a major cultural and entertainment destination.

• From 2019 to 2021, jobs in the district have grown by almost 10,000. This success is attributed to the superior transportation access and connectivity that Cumberland offers businesses

• The Cumberland District generates over $516 Million annually in tax revenue.

• 81,400 people commute into Cumberland every day for work, while 18,000 Cumberland residents commute outside of Cumberland daily for work.

Businesses at all stages of growth are choosing Cumberland. From 2019 to 2021, the estimated market value of commercial real estate in the Cumberland District has increased by $134 Million.

Our Neighbors + Partners

Tallulah’s collection of neighborhood + residential amenities provide a variety of indoor and outdoor spaces where people can work, exercise, retreat, dine and entertain all within steps from their door. Helping all who reside to connect with nature and enjoy their community.

Chattahoochee River

Keeping in line with our brand messaging of connecting with nature, highlighting the proximity of this National Park entrance less than a mile from Tallulah will be frequently highlighted to prospective residents.

The Battery

This hub of dining + entertainment options less than a mile from Tallulah will be a major draw for prospective tenants. In addition, we hope to partner with their tenants to promote Tallulah to their local audience base.

Cobb Energy Centre

Cobb Energy Performing Arts Center is a performing arts venue located in the Cumberland/Galleria edge city, in northwest Atlanta. Drawing thousands of people every year, this will be a huge asset + amenity to lead generation for potential residents.

Cumberland Mall

As an on site amenity and BPD partner, Cumberland Mall will be an instrumental partner for co-marketing efforts and expanding our potential renter base through their existing ATL traffic + reach.

About Smyrna Consumers

Smyrna is the suburb of Atlanta where Tallulah resides. It’s inhabitants are a diverse group mainly comprised of young professionals driven by achievement and improvement of quality of life. View the full ESRI report here.

Renter Profiles

Young and Restless

• One of the youngest markets: More than half the householders under age 35; median age 29.8

• One of the top 5 renter markets

• Most of their information comes from the internet and TV rather than traditional media.

• Full Report here

Enterprising Professionals

• Almost half of households are married couples and 29% are single-person households

• Median household income one and a half times that of the US average

• Early adopters of new technology in hopes of impressing peers with new gadgets

• Full Report here

Bright Young Professionals

• Household type is primarily couples married (or unmarried) with above average concentrations of both single-parent and single-personal households

• These consumers are up on the latest technology

• They get most of their information from the internet

• Full Report here

Marketing Strategy

Overarching

Marketing Strategy Overview

Tallulah’s debut in Atlanta, GA will be a monumental moment for this team and Brookfield as a whole. This first multifamily pursuit in market will serve as a catalyst and example for future projects in the area to come. Our marketing strategies will address best-practice outreach to the target audiences, focusing on ROI for Tallulah and market impact.

• Reducing lease up to stabilization period through curated strategies outlined in the following slides focused on reaching target audiences

• Utilizing social media, digital advertising, and SEO to nurture leads from the first ‘soft touch’ to the final conversion through a strategic content funnel with multiple touch points

• Delivering a robust list of hot leads to BPMF and leasing teams at pass off setting the property up for conversion success

• Capitalizing on surrounding amenities’ (Cumberland Mall, The Battery, Cobb Energy Centre) built in traffic/audiences to drive physical and digital traffic

• Building brand equity and increasing brand recognition in this new market to attract new leads, as well as, ultimately strengthen the Brookfield name paving the way for future BPD developments in Atlanta

Marketing Strategy Snapshot

Topping Off event

completed:

• Press release sent to media outlets

• Recap here

External brand launch completed:

• Barricade graphics installed

• Thin site live

• Instagram live

• Lead capture begins

Finalize Renderings

Begin gathering document asset needs

• Site plans

• Amenity plans

• Unit Data w square footage

• CAD files

• + more

Begin Floor plans/ Floor plates for website:

• Engage vendor to create individual plans and main floor plates (Berces)

Digital + Social Strategy created (view here)

Get New MF Unit Mapping Names

Plan Virtual Tour Coordination + Production

Begin full website design + layout

Strategize phase 2 social media plan:

• Explore MSA with NGK Agency

Update building footprint and address

Begin strategizing comarketing efforts with BP Retail

• Co-Social + Digital strategy

• In-mall ad placements

• Phase 2 barricade installation

Expanded marketing strategy in progress

• Objectives

Milestone Tracker Update (view here)

• Target Audiences

• Events

• Collaboration with Retail + MF

• + more

Begin gathering site plans, unit matrix, amenity plans, CAD drawing, etc for floor plan design initiation (file dropbox here)

Start PPC campaign

• Budget $1K

• Track results in Google Analytics

• Monitor goal completions Build out full website

• Go-live Sept/ Oct.

• Photo gallery

• Floor plans

• Views

• Typical full website template (HERO)

Create email lead nuture program (set up Anyone Home)

• Go-live Sept

Circulate re-forecasted marketing budget to opening Phase 2 barricade installation

• New signs are placed on back side of building

Begin new social media strategy (boosting tieins)

Begin residential leasing brochure

Send out direct mailers #1

• Target comps renters & businesses

• Realtors, Relocation Agents

Execute digital advertising Media Buy:

• Craigslist, CoStar, Rentpath, Zillow, Realtor.com, AHRN

• Pricing for each floor plan advertised

Social + Digital Advertising Strategy + PPC campaigns begin

Marketing Strategy Snapshot

Ongoing PPC campaign

Co-marketing strategy with partners (Cumberland) begins

Strategize leasing office & renter’s experience

Virtually stage affordable units

Brainstorm retail window / Selfie studio displays (at Cumberland)

Ongoing PPC campaign

Launch Full Website

• Email lead nurture program begins

Send out direct mailers #2

Begin to advertise out of home platforms

• Rack cards at Cumberland

Mall, Cobb Galleria, brochure racks, airport, etc.

Model unit persona types

Ongoing programming ideation/ strategy refinement

• Incorporation of ESG bees

+ rethink

Begin grand opening strategy initiation

• Engage PR group for invite list curation + PR strategy

• Order swag/gifts

• Influencer strategy

• + more

Increase PPC campaign to $2000

Begin to advertise print and digital

• Local Atlanta magazines

+ newspapers

• FB sponsored ads

• IG sponsored ads

Affordable housing lottery period begins Create welcome program w/ MF:

• Select branded move-in gifts, design welcome home packets

Ongoing PPC Campaign

Lottery applicants reserve unit selection

Provide our ideas to MF for VIP program:

• Special pricing, perks, discounts for our residents at neighboring retailers and dining establishments

Train residential concierge team

• Ensure VIP treatment is in place for our tenants and they know the Smyrna / Atlanta area

• Uniforms, nametags

Finalize grand opening plans + begin execution

Finalize + print welcome packets

Activate retail window displays

Ongoing PPC Campaign

Grand opening event

Move-ins start

Start private curated tours:

• Press, Influencers, Realtors, Waikiki community

• Provide a gift bag

Evaluate marketing efforts, google analytics, and movein tenants and demographics and pass off to Multifamily Marketing

Create grand opening recap report + circulate

Dev to Ops Passover

Ongoing PPC Campaign

Timeline, budget

A high-level overview of the timeline of the marketing strategy. Include all elements that apply including those not listed below. Link to your budget

Project marketing budget linked here

Detailed milestone overview linked here

Master link password: ‘Tallulah2023’

Reaching The Consumer

Expanding on the marketing strategy…

Digital Advertising

With the oversaturation of residential availability in market, advertising will be key to staying top of mind for our target consumers and differentiation from the competition. To do that, we recommend:

• SEO audit, setup + monthly spend. Secure top positioning on page one of the search results for targeted brand and non-brand keywords and phrases to make property’s ads highly visible and the website easy to find. Setup across paid media and SEO channels brand awareness for Tallulah.

• Setup all local SEO tasks to ensure the location is fully claimed, searchable and optimized across both Google and Bing

• GMB. Google my business refresh, update

• Google ad words/ keywords recalibration. Inclusive of keywords catered to arts, community, lunch, daytime, happy hour in addition to music

• Display ads. Google Display Network will allow us to show static and video banner ads to people as they browse various sites across the web. These ads will highlight leasing incentives and unique amenities.

• Geotargeting. 5 mile radius; Regional 50 mile radius

Cumberland Advertising Tactics

Tallulah Signage Additions in partnership with Cumberland Mall

• Add Tallulah signage to exterior wayfinding signs throughout the parking lot

• Activate vacant storefronts with Tallulah window clings + informational graphics

• Add Tallulah to interior mall directories

• Put Tallulah flyers in the management office and at all kiosks that will accept them

Tallulah Pop-Up Experience

• Repurpose BPR’s Pop-Up experiences at Cumberland Mall to be ‘Tallulah’ themed

• Showcasing model unit, Tallulah branding/feel, ‘pool-side’ experience + more

• Timing: November ‘23 – February ‘24

• With November/December being the mall’s busiest months of the year, we need to capitalize on that audience to build anticipation about Tallulah’s opening through these curated booths

• Estimated cost: TBD

• Cumberland examples: Diner Pop Up + Video Store Pop Up

Non-Traditional Advertising Tactics

Surrounding gym/wellness studio advertising

• Drop off flyers / brochures at local high end gyms within 12 minute drive of Tallulah for members to see when they check in each day or in locker rooms

• Partner with local gym and give small concession to all members who sign lease within xxx month or invite all members of that gym to our inside look tour HH event

• Some gym examples: Pepper Boxing at The Battery, Restore Hyper Wellness + Cryotherapy, Red Hot Yoga – Smyrna, Burn Bootcamp, etc

Cobb Energy Centre advertising

• Explore OOH advertising options like digital screen ads within the center during concerts, flyers at the concession stands, and social media / website placements

• Discuss link/logo placements on newsletters, ticket holder email reminders, and more directing locals to the Tallulah socials and website

• Explore optionality for special VIP pass or early access tickets for Tallulah residents to Cobb Energy Centre shows

Pepper Boxing at The Battery

Cobb Energy Center Stage

Social Media

Share the who/what/where of Tallulah from predevelopment through stabilization through Social Media

What success looks like

• Short-Term: Bring visibility and brand awareness to Tallulah as a ‘Coming Soon’ Residential destination.

• Long-Term: Build and strengthen brand equity for Tallulah to convert into signed leases

Social Media ROI Signed leases are a top priority but additional ROI examples are brand exposure, community support, attendance at events and activations

Social Media Advertising Tactics

Utilizing Influencer Content for Instagram/TikTok Advertising Strategy:

• Repurpose high-performing influencer content for Instragram and Tik Tok ads

• Leverage the influencer’s existing audience and engagement to boost ad effectiveness

• Craft compelling ad copy to accompany the influencer’s content

• Target relevant demographics and interests to reach potential tenants effectively

• Monitor ad performance and optimize based on metrics like click-through rates, conversions, and engagement

• Continuously refine and adjust the advertising strategy to maximize results

Advertising Examples

• Example 1

• Example 2

• Example 3

Public Relations

Efforts will be minimal and built around the marketing plan. Scope and tactics will include:

• Ideation of in-market partnerships

• Press release and launch strategies

• Media advisories – invitation to media to access and cover events / apartment previews

• Media material/PR toolkit development

• Crisis communications, talking points, media lists

• Dotted line and correspondence with NY and corporate communications team

Resident Perks Program

In order to really elevate the resident experience and set Tallulah apart from other residential buildings in the area, we recommend leaning on our community partners to provide resident perks upon move-in.

• Cumberland Mall Perks – Tallulah’s featured ‘Hot Spot of the Month’ within Cumberland Mall – An initiative where a participating tenant each month will incentivize Tallulah residents to stop in (example: Tuesday HH at Buffalo Wild Wings, 10% off at Lululemon the month of February, Free slice of Cheesecake at Cheesecake Factory all month long with purchase of …)

• Truist Park x Tallulah Resident Event – Take portion of marketing funds to offer 50% off tickets to a certain home game at Truist Park for Tallulah residents to mingle + bring friends to join, in turn building community and inviting potential residents to enjoy what living at Tallulah looks like

• Cobb Energy Centre Partnership – Work with Cobb Energy Centre to offer discounted tickets to residents for shows that have low ticket sales (becomes a win win to fill seats at shows for CEC and offers residents a special perk for living at Tallulah)

Key Events

Dates + Details

Topping Out Summary

Tallulah (AKA Cumberland Multifamily) celebrated it’s topping out, name unveiling and brand launch with a hosted lunch on Thursday, February 16th, 2023 from 11:00am –12:30pm. Full recap linked here (password: ‘Tallulah2023’).

 150+ attendees including trade partners, Brookfield local + project team, Project partners: New South Construction, Nelson, Lowder Construction, Midsouth Steel, + more

 Speeches from Brookfield Properties + New South (general contractor) leadership

 Total Press + Social Reach estimated at 4,344,100+ views

 Gratitude gift consisting of a custom t-shirt + custom ball cap

 Over 800 website views within the first week post event + brand launch

Tallulah Unveiled

In lieu of a large grand opening event, we propose a smaller scale unveiling event comprised of a strategically targeted guest list of prospective residents, media + local Atlanta influencers to come experience all Tallulah has to offer. This event will include a happy hour with light bites, residential tours, photo moment + a small gift bag for attendees to take away.

Date: Early February to get excitement building before lease up begins

# of Attendees + Invite List: 100+ prospective residents, media personnel, + local influencers

Target Budget: $10,000 – Leverage leasing team + Commercial Marketing team for event execution, as well as, Cumberland Mall tenants for bar, bites, + gifting support

Event flow

• Upon Arrival - Greeting + Welcome drink + Leasing brochure

• Tours every 15 minutes by leasing team

• Swag gift given post tour

Sector Collaboration

Development to Operations

Commercial Marketing Team

Tallulah team + Areas of focus / support

Hillary Crowe

SVP, Marketing

Executive Leader Communication

Strategic Vision Sector Alignment

Anneliese Reid

Sr. Director, Marketing

Sector Collaboration + Communication Strategy + Budget Oversight

Sarah Scharaf

Sr. Creative Manager

Brand Implementation

Creative Collateral (Digital + Print)

Digital Asset Strategy + Creation

Carly Catalana

Sr. Manager, Marketing

Social + Digital Strategy

Social + Digital Agency Oversight

Influencer + Activation Initiatives

Social Reporting + KPI’s

Hannah Eaglen Manager, Marketing –

Project Lead

Day to Day Marketing Services

Strategy + Budget Conceptualization

Overall Strategy Execution + Reporting

Dana Cutwright

Sr. Manager, Marketing

Digital Integrations (Anyone Home/CRM, Engrain, +)

Dev to Ops Specialist

RACI Tracking + Reporting

Marketing Work Flows

By Sector

Commercial Marketing

Website Creation (splash > thin > full)

Market Strategy for Market Rate Units

Marketing

Website Domain Set Up, and SSL

BPMF Marketing

Operations

Affordable Housing Specialist

Onsite Leasing

Leasing Office Setup

Email Marketing, Source Tracking, SEO

Floor Plans + Floor Plates

Signage: Barricades, Art, Storefronts, Wayfinding

Renderings, Model Units, Photography, Views, Sizzle Reels

PR, Media, Events, Community Outreach

Social Media, PPC, Display Ads, Video Ads

Market/Demographics Research + Brand Development/Positioning + Agency Selection

Swag, Promo, Move-in Gifts

Collateral, Stationery, Neighborhood Map, Site Map

Leasing Team Uniforms + Brand Training + Leasing Brochure

Media Outreach, Community Relations, Influencer Management

CRM/Anyone Home

ILS Websites

CX Tech + Innovation (i.e. Resident app, building tech, etc.)

Op Ex Budget + Ops Marketing Strategy

Customer Review Management

Virtual Tours

Staffing Plan (aligned with CX + Preleasing goals)

Pricing and promos

OneSite

RealPage

Operations

Amenities + Resident experience

CRM, Call Center, Email Marketing, Source Tracking

Promotions related to referrals, etc.

Brand Evolution

Elevated Brand Uplift to enhance Tallulah’s presence

True Nature

Elevated Brand Uplift to enhance Tallulah’s presence

Appendix

Branding, Guidelines + Applications

FIND YOUR TRUE NATURE

Outside of Atlanta, you could once find nothing but wilderness: a tumbling river, a thicket of laurels and foothills of Appalachia. A little further beyond and you would find the most majestic waterfall and gorges in the southern states.

In the decades that followed, the Cumberland area flourished around a mall. The wilderness was paved over. Now we reclaim some of that space to reconnect with the natural world.

At Tallulah, we designed a space with careful attention to air, water, light, and movement. To local flora. To natural textures and organic elements. We explored all the ways that nature can make us feel at peace, refreshed, invigorated and most importantly, at home. Wellbeing comes from the ground up. We built a blank slate that allows you to breathe, to be free, to be productive or creative in any way you see fit, to make memories, live well, and find your true nature.