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C O N T E N T S WE ARE FULL SERVICE ............................................................................................................................... 4 RISE 4-STEP PROCESS TO SUCCESSFUL BRANDING & MARKETING ........................................................ 6 MONTHLY RETAINER FEE ........................................................................................................................... 8 ACCOUNT MANAGEMENT ......................................................................................................................... 10 ADDITIONAL NOTES .................................................................................................................................... 12 OUR WORK FRENCHMANS BAY............................................................................................................................. 14 SOUTH SIDE ........................................................................................................................................... 15 REAL TOWNS......................................................................................................................................... 16 BOXGROVE VILLAGE ......................................................................................................................... 17 TRAFALGAR GREEN........................................................................................................................... 18 HAMPTON............................................................................................................................................... 1 9 IMPRESSIONS ...................................................................................................................................... 20 OAK PARK 2............................................................................................................................................ 21 VALLEYMEDE TOWERS.................................................................................................................... 22
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PROJECT LAUNCH – NEW COMMUNITY IN BOXGROVE Dear Franco,
It was a pleasure speaking to you this morning. Here is our estimate and scope of work for the New Community in Boxgrove. With the elevations complete and approved in the next few weeks, we are ready to hit the ground running and anticipate a fall opening. As you know, the sales office is our design so we understand the space and we already have an idea of how we might display the three product types. We are excited to work with you again. We have the capacity to make this project a huge success with you and your sales team. We will bring all our agency’s formidable resources – both internal and external – to bear upon the ultimate success of this project. Gerry and myself will be deeply and personally involved and invested in every aspect of your project. Knowing your request to receive our proposal quickly and to get started on a name, signage and web presence asap, we wanted to get this to you same day. The estimated amount is based on a project with similar scope of work and based on the initial launch of Boxgrove in this sales office. Please review the attached and let me know if you have any questions. Thank you for the opportunity. Yours truly, Ryan Design International
Gerard Ryan
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OUR PROVEN, 4-STEP PROCESS TO SUCCESSFUL BRANDING & MARKETING: RESEARCH
INSIGHT
The Numbers Tell a (Success) Story
The Leap from Information to Intelligence
It cannot be stated often enough that in today’s competitive marketplace, the only edge you have is knowledge. The more you know, the better informed you are, the higher success rate you experience. Before starting on any branding/marketing assignment, we at Ryan Design put on our research caps and collect, compile, and collate all the information we need to ensure the success of your project. This includes, but is not limited to:
It is one thing to acquire the knowledge; anyone can pay for and get the requisite information. But it’s a whole different ball game to interpret the knowledge and come to the right conclusions.
1. Identify your customer base Understand who your ideal customers are, their needs, wants, preferences, interests, income, occupation, lifestyle and more. By understanding early on who your ideal customer is, you will have a better understanding on how to target them, their likes and dislikes, spending habits, frustrations, concerns and more. 2. Identify competitors and gaps in the market This is key to understanding the current market factors and how they impact your business. Once you determine the positioning of competitors in the market, you can look for gaps to maximize potential revenue.
This is where Insight plays a deep role. It’s a combination of many factors: intuition, experience, gut feel – call it what you will. At Ryan Design, we have loads of Insight; in fact, a combined 70+ years of Insight among our principals. We have seen the ups and downs, the highs and lows, the successes and the failures. We know what works and what doesn’t. That’s Insight. We are game changers in real estate marketing for highrise and lowrise projects across the GTA. We made Impressions one of the most highly desired and sought-after communities in Kleinburg. We put the #1 in No.1 Yorkville. We made Whitby Meadows one of the most talked-about projects of 2017. How did we do this? By leveraging our experience and knowledge and tapping into our Insights.
STRATEGY
3. Develop a compelling value proposition
Harnessing the Big Idea
Develop a compelling value proposition based on your ideal/potential customer base. The value proposition is key to developing your market strategy and how you will create a customer base that has the potential to grow.
Once the knowledge has been collected and insights have been tapped, the real fun begins. What’s the one compelling, overriding thing we can say about the project that will get our customers all fired up and ready to buy? What’s the one Big Idea that we can hang our hat on? What’s the main hook that will draw in our customers? We have a Methodology for it; we call it our GPP – Grand Project Plan.
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Reasearch
Insight
The GPP acts as our master blueprint, our creative springboard for all elements to ensure a powerful, unified, consistent branding front through the duration of the project. Key items produced as part of the GPP: Project name suggestions.
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Develop a logo concept based on the chosen name.
• Develop a project colour scheme that will be used on the logo, Sales Office, brochure, signage advertisements and web design. • Produce finished artwork for the chosen logo concept in a digital format suitable for all marketing applications. Produce stationery package.
• Work closely with the interior designer and architect to achieve the desired marketing theme for the presentation centre interior and exterior. • To provide Sales Office interior and exterior layout function. To ensure that your sales team is armed with all the tools they need to “sell”. This sales office plan will detail how the traffic will flow through the Sales Office and indicate size, content and location of every display. •
Strategy
E
Execution
• Produce design concepts for a brochure package including cover and insert pages. Produce a fully detailed mock-up for the client, detailed enough to be used to obtain printing quotes. •
•
•
S
Design concept for one web page, including registration database.
• To obtain price quotes from suppliers in order to produce estimates for production of all of the marketing materials required.
EXECUTION Success is in the Details You can do the best research; you can tap the most effective insights; you can get the ultimate genius idea; all of this is of no avail if there isn’t proper execution and follow-through. At Ryan Design we know that the chain of success is only as strong as its weakest link. That’s why, we make sure that every link of our process chain is strong, committed and detail-oriented. Our Account Management team is your ultimate go-to resource that will ensure the success of your project.
Supply the interior designer with a detailed floor plan of the Sales Office.
• Design the look of a typical sign to determine the size, shape, colour and how the logo will function with the sign design format.
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O U R
F E E
AN ALL-INCLUSIVE MONTHLY RETAINER
No more time wasted in approving endless estimates and processing numerous
Signage – there are thousands of signage companies to choose from. Over our 35-
invoices. The benefit of an all-inclusive retainer is that you are billed one amount
year history, we have honed that list down to a handful that always deliver the quality
monthly for a period of 12 months. With any project, the startup for the project
and budget our clients demand. We will work with signage manufacturers to obtain
requires intense work and there are some months following when the work required
estimates, detail the work and supervise the final product. You are billed direct for
is less. With an all-inclusive retainer you have predictable budgeting, control over
all signage.
your costs, and enormous time-savings, as you are not approving each task on an individual basis. Everything is taken care of once per month, eliminating all the extra work for both parties.
Printing – we manager a roster of reliable printers who always deliver and provide a good price. Included in our services is liaising with the selected printer, obtaining stock samples, file transfer and printing proofs (often at odd hours of the night and
When you work with us, we work on your behalf with a roster of outside suppliers. These are companies we have worked with for years, so you buy wholesale and based on the huge volume our company provides to them. You are also billed DIRECT by them, which means no mark-up. These include:
weekends). All printing is billed direct. For all of these services, you pay one monthly pre-set fee and it doesn’t fluctuate. An all-inclusive retainer arrangement makes it easier for all parties because you receive one invoice every month vs. several; there’s significant savings here; savings in terms
Renderings - we will suggest a rendering company and we will work with them to
of having someone match up estimates to invoices, processing time for each invoice
ensure all renderings are perfect from a marketing perspective prior to you even
and issuing cheques for each invoice.
seeing them. This saves you an incredible amount of time. All renderings are billed direct to you from the selected company.
The all-inclusive retainer covers all the items listed in our Grand Project Plan and Account Management sections above. Basically, all work and services handled by G. Ryan Design in-house are covered by the retainer.
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PR OJ E C T
IT EMS
SIGNAGE
PRINTED MATERIALS
• all project launch signage and sales office exterior
• project brochure
RENDERINGS
• inserts
• direction and collaborate with interior designers and renderer for all renderings
• drawing marketing floor plans • providing legal doc floor plans
SALES OFFICE INTERIOR • layout for interior sales flow
BROKER COMMUNICATIONS PROGRAM
• displays
• online secure portal
DIGITAL TECHNOLOGY
HOTEL/TENT EVENTS
• t ouch screen technology for sales office showcasing project floor plans, renderings, area, builder story etc.
preview events, broker events, media events
AD CAMPAIGN
• emailer reports, web site activity reports, social media, digital marketing
• digital advertising program
TRACKING AND REPORTING
PRINT PRODUCTION SERVICES
MEDIA PLANNING
• prepare final art for all merchandising materials required
• source, plan, book and place ads
• conduct press approvals
PUBLIC RELATIONS
• ensure proper fabrication of all materials produced
• writing and distribution to all key real estate media
• source and provide Client with quotes
EMAIL MARKETING • invitations, reminders, thank you, save the date, agent, prospect, etc.
RETAINER AMOUNT
WEB MARKETING
$10,000.00 per month for 12 months.
• pre-registration and full project web site • for you we will also include a corporate web site
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A C C O U N T
M A N A G E M E N T
Our account management covers all tactile issues including: •
Gerry Ryan and Linda O’Connor will personally lead your project with our team.
• You will have 24/7 access to Gerry and Linda throughout the duration of your project. • Direct access to our account team, media team, web development team, signage and sales office team, designers, studio personnel, accounting, technologists, technology service personnel, installers, etc. • To stay on top of your project on a daily basis and issue weekly status reports to ensure everyone on the team is in the loop. • We act as an extension of your marketing department, so you don’t need to worry about all the marketing details. • A project manager from the staff of G. Ryan Design Inc. will be assigned to your project to ensure production schedules are met. • Coordinating the production of marketing and advertising materials with inhouse and outside suppliers and the various media outlets. (You know... juggling a hundred balls in the air in order to meet deadlines set well before anything is actually ready!) • Emailing and making telephone calls daily. (The tying up of endless details to ensure the job is done right and only done once!!) •
On site visits to confirm measurements, meet with suppliers, client, etc.
• Obtaining an estimate for technology and related equipment and ensuring we provide a turnkey solution for all technology up to the opening of your project. • Enlisting any other expertise as required ensuring your project is launched successfully. •
Preparation of a media plan to launch your project.
• Sourcing appropriate media, contacting them, negotiations, meeting with them and consultation services around the best media to use. •
Organization and coordination of all media contracts up to launch.
•
To obtain detailed estimates including printing and sign quotes.
• To be in constant contact with architects, renderers, model maker, printers and other suppliers to ensure timely delivery. (Annoying but necessary!... the umpteen phone calls to the renderer, architect or to you to find out where those promised and vital items actually are! To check printing proofs at midnight so the printing can be delivered on time, etc.) •
To attend meetings with clients and suppliers to approve artwork, as required.
•
To prepare work back calendars.
• To be on-call to answer questions at all times. (That’s right... the Saturday morning panic calls, the ‘Oh I just remembered can you...” calls, the URGENT calls, the early morning, late night calls...
• Confirmation of all technological requirements and specifications related to the technology we suggest.
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D O E S
N OT
I N C LU D E
T H E S E
I T E M S :
• Renderings are done and billed to you directly from the supplier we choose tog ether.
• Couriers etc… We provide you with a monthly courier bill if couriers are used for your account.
• Production of all Sales office displays is an outside cost. The actual “making” of the displays is done outside and billed to you as a separate item.
• Client alterations to items over and above the number specified above. If changes become extensive, we will let you know that a separate bill will be prepared.
• Signage manufacturing. We design your signage and then discuss a production and install company. This supplier will estimate to you and bill you directly. • Brochure printing. The actual printing of your brochure and other materials is done by a printer that we select together. The printer will estimate and bill you directly. We supervise the entire process and we handle proofing all press issues and press proofs. • Website hosting. You might have a hosting company already. If you don’t we would be happy to suggest one and that company will bill you direct. • Social Media programs. We can assist with Social Media and this would be estimated and billed to you separately. • Hardware costs including touch screens, video walls, iPads, all brackets and materials for installation of such items as well as installation costs. We have suppliers that provide turnkey purchase and install of all hardware and they will estimate and bill you direct. • Special software purchased on your behalf for remote access to update the touch screens. We would discuss any special requirements with you and provide costing. • Media costs. Each media outlet would require a credit application from you. This is confidential between the media outlet and you. Each media outlet will bill you directly.
• Original Photography and/or stock images will be charged extra. Prior to purchasing any photography of images for you, we will provide an estimate and this amount will be billed over and above the retainer. • Video Production. We can provide a couple of video production companies for your project and this would be estimated and billed separate. Our involvement with the video art direction, story board, etc. would also be estimated and billed separate. • Virtual Tours, usually handled by your rendering company are also billed to you directly and separate from our retainer. Also excludes items manufactured outside of Ryan Design International and materials purchased from outside suppliers. Anything purchased on your behalf will be billed direct by the supplier. All outside costs will be charged to you at our cost. Items not produced by us including renderings, videos, signage manufacturing, producing sales offices displays, brochure printing, etc. are all billed to you direct from each supplier and they are not covered within the retainer. Also, when you purchase services from our outside suppliers, you pay wholesale costs. There is no mark-up on these items and you are billed direct. See list below (costs are rough estimates only.)
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ADDITIONAL
NOTES
• Approved couriers will be billed monthly to the Client (courier back up with
TO
OUR
FEES:
FEES
description of contents will be provided by Ryan Design and sent to Client).
• approved couriers will be billed monthly to the Client (courier back up with
• Approved collateral (external) purchases, such as renderings, illustrations,
description of contents will be provided by Ryan Design and sent to Client).
stock photography, printing and signage will be billed at the net costs to the
• approved collateral (external) purchases, such as renderings, illustrations,
client directly
stock photography, printing and signage will be billed at the net costs to the
• Ad publications will be planned, placed, coordinated and purchased by Ryan Design and billed by the publication to the Client
client directly • ad publications will be planned, placed, coordinated and purchased by Ryan
• Travel to onsite meetings is included in marketing fee for duration of the project
Design and billed by the publication to the Client • travel to onsite meetings is included in marketing fee for duration of the
• Retainer fee is due on the first day of each month. We pre-bill 2 months as a deposit on account
project • retainer fee is due on the first day of each month. We pre-bill 2 months as a
• If the project launch is delayed beyond three months of the signing of this contract, extra charges may apply
deposit on account • if the project launch is delayed beyond three months of the signing of this
• This contract is valid for one sales office, a brochure, a website, etc. relating to the project detailed
contract, extra charges may apply • this contract is valid for one sales office, a brochure, a website, etc. relating to the project detailed
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ADDITIONAL ITEMS REQUIRED FROM OUTSIDE SUPPLIERS
The items listed below should be included in your budget. The prices supplied are based on the requirement of projects similar to yours. Any item that is produced by an outside supplier (like scale model, rendering, printing, etc.) would be billed to you by the supplier at our wholesale cost.
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Brochure printing
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Exterior Renderings
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Virtual Walk Through
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Other renderings
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2D landscape site plan rendering
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Interior suite renderings would be taken from virtual walk through
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Hardware for sales office touchscreen, video wall, etc. - TBD
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Located steps from the shores of Lake Ontario by quaint Frenchman’s Bay. Launch into a new lifestyle in a family friendly village surrounded by beaches, trails, parklands, marina and boardwalk. With both the GO station and the 401 just minutes away for a quick commute to Toronto.
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Leave yesterday’s conventional towns behind, and move up to the townhomes of tomorrow at Southside. Own a home whose modern flair and contemporary spirit match your own. Luxury, convenience and style to spare – they’re all captured in the most appealing 3 and 4-bedroom townhome designs ever unveiled in the GTA.
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Real Towns in Thornhill, a community of exceptionally crafted, homes designed for modern family living. This is a neighbourhood where you will want to put down roots, create memories, and establish the foundation of your own family. Discover Madison Real Towns today and join the generations who have already made owning a Madison home a proud family tradition.
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Boxgrove Village is close to all of Markham’s many amenities, including access to the 63 kilometres of Rouge River Trail System, shopping, restaurants, medical services and community centres. Getting to Hwy. 407 is quick and easy and major public transportation including GO Transit is just a stone’s throw away.
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Located at Dundas Street East in Whitby, Trafalgar Green brings together the community’s Garden and Village Townhomes in one harmonious master plan. It’s an intimate residential enclave where neighbours become friends, and where life can be enjoyed at a more relaxed pace, minutes from downtown Whitby and close to parks, schools, shopping and more.
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An exclusive and intimate condominium residence in the heart of Stouffville, Hampton Place rises 7 storeys in height and overlooks the country meadows of the lush green conservation lands adjacent to the site. A wide range of 1 and 2 bedrooms suites are accommodated within, ranging up to 1,900 sq. ft. and all featuring open air balconies and terraces with fabulous views.
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Among Toronto’s most desirable and affluent neighbourhoods is Forest Hill where 609 Avenue Road will soon rise – a contemporary 11-storey condominium, comprising 166 suites and featuring amenities including a fitness centre, party room, media lounge and rooftop terrace. 609 Avenue Road offers both a prestigious address and an exceptional new investment opportunity.
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The Neighbourhoods of Oak Park’s first phase included an inviting midrise condominium called The Renaissance. Now the second phase of Oak Park’s master plan includes another elegant midrise, The Cosmopolitan. Like its predecessor, its design effortlessly bridges the traditional and the modern with exteriors that create true curb appeal within a pedestrian-friendly streetscape.
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Valleymede Towers. A highly sought after development that consist of a limited collection of forty five 3-storey, 2-car or 3-car garage, townhomes at a two condominium towers in the heart of Richmond Hill.
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T H A N K
Y O U
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ryan-design.com 100 Sunrise Ave, Suite 111 Toronto, Ont M4A 1B3 tel: (416) 868-6500