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Bespoke Marketing Proposal

558 W Hawthorne

UNDERSTANDING OUR BUSINESS


CONTENTS 4 your Team 5 Bespoke Defined 6 Marketing Strategy 8 Value Proposition 9 Auction house Exposure 16 Web marketing 23 Property Listing Collateral 24 magazine Placement 25 Activity Reporting 26 Summary of Benefits

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UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Executive Summary Christie’s International Real Estate’s top executives will leverage our brand to target the highest echelon of qualified buyers globally. We will especially promote and expose the property to ultra high-net-worth buyers who have ultimately been responsible for many of the record-breaking prices, in both real estate and fine and decorative art, which Christie’s has achieved in recent years. Our unrivaled ability to market one-to-one to this exclusive client base is a key component in maximizing the value of this unique property. The combined global networks, both market leaders in the sale of luxury goods, creates a world-class stage for the presentation of distinguished residential offerings. To reach these clients and maximize possible sales leads, we will focus on targeting the most likely buyers in our database as well as identifying potential purchasers by: • • • •

Geographic Region (Chicago, feeder markets) Lifestyle Focus (historic home and architectural interest) Family Focus (high-net-worth individuals desiring a single family home near downtown) Investment Tendencies (past high auction bidders, buyers, and top clientele)

By cultivating a unique balance of worldwide scope and highly personalized service, Christie’s International Real Estate has become a global authority on the effective marketing of distinctive properties. A finely tuned suite of programs and a commitment to the business philosophy established by Christie’s in 1766 define a brand based on trust, integrity, discretion, and excellence.

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UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Your Team – Central Region

CHRISTIE'S Clayton Andrews Senior Vice President Asia Pacific Region Central US Region 312.980.3500 candrews@christies.com Natalie Hamrick Marketing Analyst 312.980.3502 nhamrick@christies.com Claire Spadafora Administrative Assistant 312.980.3503 cspadafora@christies.com

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal

Laura de Frise Vice President 312.787.1282 LdeFrise@christies.com


What is Bespoke?

Individually tailored

Made to specification

High degree of customization and quality

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Bespoke Marketing Strategy •

Generate high-quality referrals from Christie’s and Christie’s International Real Estate.

Provide a program with dedicated resources

and marketing support to secure and extend the most high-profile and competitive listings.

Maximize our global reach, public relations, and marketing channels to build international awareness of your finest properties and to find buyers.

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Custom-Tailored Marketing for the World’s Most Extraordinary Properties

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal

Proprietary programs and auction venues reserved for properties enrolled

Marketing initiatives supported by our art house colleagues

Property-specific custom-designed marketing plan and monthly reports

Hands-on support of your regional vice-president and marketing analysts

Christie’s International Real Estate and local Affiliate working as a selling team

Exclusive – less than 1% of Christie’s International Real Estate’s listings


Value Proposition: Proprietary Marketing Venues • Auction House Lobby Exposure

• Christie’s Web Site

• Christie’s International Real Estate Magazine

• Christie’s International Real Estate Web Site

• Presentation Books

• Targeted Mailings

• Auction Catalogues

• E-Campaigns

• Promotion Cards and Bookmarks

• Video Initiatives

• Proprietary Christie’s Publications

• Social Media

• PR Support

• Activity Reporting

• Christie’s Events • Global Media Plan

*Each value proposition expertly tailored to your property UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure •

Lobby Video featuring a montage of properties at: Christie’s Rockefeller Center Christie’s King Street, London

Target Date: Within 45-60 days of enrollment

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure •

Property of the Month Video

Example: http://www.christiesrealestate.com /PropertyDetails/263182/1539344 /75/9#263182/1539344/75/9

Target Date: Within 30 days of enrollment

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure •

Inclusion in Brochure Displays at key Christie’s Auctions and Events Worldwide

Events and Dates TBD

Target Date: As available

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure •

Pull-Up Banner to be displayed at key auctions and events worldwide

Target Date: Within 30 days of enrollment

Estimated Total Cost: $600

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure •

Promotion in select auction sales catalogues

Target Date: As available

Upcoming Auctions: Fine & Rare Wines Russian Works of Art Magnificent Jewels Vintage Posters & Olympic Icons Christie’s Interiors

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure

Promotion in select auction publications

Target Date: As available

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Auction House Exposure

Inclusion in Christie’s E-Newsletter mailed to over 170,000 Christie’s clients

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Descriptive property promotion on Christie’s International Real Estate site: www.christiesrealestate.com

100,000 average monthly visitors

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Location promotion on Christie’s International Real Estate – Great location site: www.christiesrealestate.com

Reader’s discover the unique lifestyles and property offerings surrounding your property

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Property promotion on Christie’s Site: www.christies.com

300,000 average monthly visitors

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Property promotion on Christie’s Art of Living Widget: http://www.christies.com/on-thego/widgets/christies-real-estate.aspx

300,000 average monthly visitors

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Featured showcase on home page carousel: www.christiesrealestate.com

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Placement on Featured Properties Page: www.christiesrealestate.com/SearchListing/ 1539192/75/1/15

Linked directly from home page and dedicated ONLY to Bespoke Properties

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Promotion on Social Media Channels Facebook Twitter YouTube

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Property Listing Collateral

Four Page Brochure

Target Date: 15-30 days after enrollment

1,000 Copies

Estimated Total Cost: $2,850

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Christie’s International Real Estate Magazine

Full Page Property Ad in Christies International Real Estate Magazine

Target Date: Issue Three and Four - 2013

Estimated Total Cost: $6,800

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Activity Reporting

Regular reports detailing marketing, inquiries, and showings

Target Date: Ongoing

Estimated Total Cost: $0

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Summary of Bespoke lite Benefits Auction House Exposure = $600 Web Marketing = $0 Property Listing Collateral = $2,850 Christie’s International Real Estate Magazine = $6,800

Total = $10,250

UNDERSTANDING OUR BUSINESS 2 6Bespoke Marketing Proposal


Thank You We are thrilled to have the opportunity to present our proposal for the sale of 558 W Hawthorne.

Our team would like so assure you that we will apply our superlative standards toward achieving the highest results on your behalf and making this process as seamless as possible. We look forward to further discussing our ideas and offerings with you.

UNDERSTANDING OUR BUSINESS 2 7Bespoke Marketing Proposal


558 W Hawthorne Bespoke Proposal