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Bespoke Marketing Proposal

Dallas Landmark

UNDERSTANDING OUR BUSINESS


CONTENTS

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your Team Bespoke Defined Marketing Strategy By the numbers Value Proposition Auction house Exposure Web marketing Property Listing Collateral magazine Placement PR Support Activity Reporting Summary of Benefits

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Bespoke Marketing Proposal


Executive Summary Christie’s International Real Estate’s top executives will partner with Allie Beth Allman & Associates to 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 worldclass 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 through our auction house events, offerings and publications. 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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Bespoke Marketing Proposal


4009 W Lawther Drive

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Your Team – Central Region Clayton Andrews Senior Vice President, Regional Manager 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


What is Bespoke?

Individually tailored

Made to specification

High degree of customization and quality

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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.

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Bespoke Marketing Proposal


By the Numbers • •

Total Properties: 78

Total Value: US$1.7 billion

Average Price: US$22 million

Below US$10 Million: 27

US$10 Million and Above: 51

US$20 Million and Above: 27

Total Value Sold: US$514 million - Under Contract: US$87 million

2012 YTD Sales: $75 million

- 27 Christie’s Referrals

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Bespoke Marketing Proposal


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

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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: Payment provided by Allie Beth Allman

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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: Payment provided by Allie Beth Allman

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: Payment provided by Allie Beth Allman

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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: Payment provided by Allie Beth Allman

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: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Auction House Exposure

Promotion in select auction publications

Target Date: As available

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Auction House Exposure •

Inclusion of Bespoke Booklet available at: Christie’s Rockefeller Center (New York) Christie’s King Street (London) Christie’s Auctions and Events (Worldwide)

Booklets mailed to select high-net-worth individuals

Target Date: As available

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Auction House Exposure

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

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Web Marketing •

Promotion on the Wall Street Journal Partner Site: http://online.wsj.com/home-page

374,332 Impressions

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Web Marketing •

Promotion on Country Life Partner Site: www.countrylife.com

50,000 Impressions

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Web Marketing •

Promotion on Robb Report Partner Site: www.robbreport.com

20,000 Impressions

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Web Marketing •

Promotion on PropGoLuxury Partner Site: www.propgoluxury.com

350,000 Impressions

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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: Payment provided by Allie Beth Allman

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: Payment provided by Allie Beth Allman

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: Payment provided by Allie Beth Allman

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: Payment provided by Allie Beth Allman

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing

Web video on Christie’s International Real Estate Site and YouTube Page: http://www.youtube.com/watch?v=Aa8 J6duLJNc

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Web Marketing •

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

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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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: Payment provided by Allie Beth Allman

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Web Marketing •

Promotion on Social Media Channels Facebook Twitter YouTube

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Property Listing Collateral

Four Page Brochure

Target Date: 15-30 days after enrollment

1,000 Copies

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Christie’s International Real Estate Magazine

Full Page Property Ad in Christies International Real Estate Magazine

Target Date: Issue Three

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Christie’s International Real Estate Magazine

New Initiatives and redesign of quarterly publication: •

Lifestyle editorial

Modernized layouts

Ultra luxury advertising

Increased distribution channels

New digital version

iPad application

OUR BUSINESS 2012 UNDERSTANDING MARKETING INITIATIVES

Bespoke Marketing Proposal


PR Support •

Press Release distributed to international media and ongoing public relations support

Online News Center: http://www.christiesrealestate.com/ News/Press%20Releases/1/85

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

UNDERSTANDING OUR BUSINESS

Bespoke Marketing Proposal


Activity Reporting

Regular reports detailing marketing, inquiries, and showings

Target Date: Ongoing

Estimated Total Cost: Payment provided by Allie Beth Allman

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Bespoke Marketing Proposal


Summary of Benefits Auction House Exposure Web Marketing Property Listing Collateral

Christie’s International Real Estate Magazine (includes placement in Issue Three)

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Celebrating 25 Years

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Bespoke Marketing Proposal


Thank You We are thrilled to have the opportunity to present our proposal for the sale of Dallas Landmark. 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.

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Dallas Landmark Client Bespoke Proposal