smp16

Prepared ByAllison Seeley

2016

Wisinski ofWest Michigan

StrategicMarketing Plan

2016

Mark

eting Marketing Matters

Whether you require a simple property brochure or a comprehensive advertising and PR campaign, our marketing team at NAI Wisinski of West Michigan will work side by side with our brokerage, prop-erty management, and research teams to develop an innovative marketing strategy tailored for our brokers and client’s asset. Our office maintains relationships with local and regional press, providing PR services and guidance when appropriate. Our job is to make an impression, to stand out from the crowd and, most importantly, to make our company and client’s properties look outstanding.

2016 Marketing Plan PhilosophyThe marketing plan for 2016 retains many things we have done in the past, eliminates weak compo-nents and includes some new concepts and initiatives. Our goal is to increase our presence through print advertising, digital advertising, public relations and enhance marketing tools and technology.

Key Highlights to the 2016 Marketing Buget Plan 1. Increase Presence. Expanding presence in Grand Rapids Business Journal through larger sized ads and increased frequency. We are adding a presence on MLive through digital ads. This is being accomplished through eliminating advertising in MiBiz. 2. Maximize Exposure. Redesigning the Grand Rapids Business Journal Insert to a compresensive larger piece that allows us to showcase properties and promote the company services. 3. Create Efficiencies & Effective Marketing. Implementing Buildout will allow our staff to make better use of their time by easing the process of creating marketing materials. Buildout will also in-crease our SEO (search engine optimization) exposure through individual property links and websites. 4.Technology Enhancements. Introducing the use of Drones for videography and aerial photos. A process will be developed to determine which properties qualify. We will have the ability to add voice-over and music along with posting these segments to our website.

Please see the following pages for additional details to the above summary as well as the complete 2016 marketing plan and budget.

Table of ContentsTable of Contents

1. Executive Overview2. Print Advertising A. Print B. Insert C. Digital Advertising D. Signage 3. Direct Marketing A. Postcards & Postage B. Multi-Family4. Internet Marketing A. Eblasts (Constant Contact) B. Mobile App C. Adwords/ Loopnet 5. Public Relations A. Sponsorships (Industry & Community) B. Media Contact Relations C. Consultant (Clark Communications) 6. Personal Selling A. Gifts to Clients B. Printed Marketing Materials C. Education Series D. PM Marketing 7. Property Management Marketing 8. Marketing Technology A. Buildout B. Drones 9.Financial Summary

Marketing Review of 2015

• Implemented CoStar Real estate management software

• Consulted with Clark CommunicationsPublic Relations Firm

• Hired a Marketing DirectorAllison Seeley

• Increased NAI Social Media Engagement & Presence By 50% from Q1 to Q3

• Adwords CampaignSignificantly reduced cost and brought in house

• Deksia Ended services in May 2015

• PostcardsBrought in-house in May 2015, reducing the cost for 2016 from $15,000 to $5,000

• Eblasts Brought in house in May 2015, reducing the cost for 2016

Execu

tive O

verv

iew

• Quarterly Market ReportsDesigned and Distributed Q1, Q2 and Q3 Market Reports

• Kalamazoo Open HouseHeld in March 2015

• Midwest Regional Event Held in September 2015

• Internal E-Newsletter Began in July 2015, dispersed monthly

• Business CardsAs of July 2015, designed by Allison with an option to print in-house

• Transaction FormImplemented April 2015 as a medium to get transaction deals to media

• GRBJ Advertisements 5 1/4 page Ads3 Inserts- Design & process improvements

• MiBiz7 1/4 page Ads

•Marketing InternSavannah was our summer intern from June-Aug.Her internship was extended through the end of the year

• Educational Series EventHeld in May 2015

Executive

Overview

• Contracted with Buildout Software for marketing commercial real estate

•GVSU Scholarship Given to Payton Mills, a sophmore at GVSU

• Multifamily Marketing Created Pipe Line Report & Market Report

• Sponsorships $9,025 in Sponsorship in 2015 to the following:Inforum, Spectrum Health, Grand Rapids Lions Club, Wedgwood Christian Services, Jim Gilmore Jr. Foundation, The Right Place Foundation, South Christian Highschool, Experience GR, CAR, Neighborhood Ventures

• Client GiftsOrdered and distributed to clients

•Media Lunches Jim Harger- GR Press/ MLiveMike Nichols- GRBJPat Evans - GRBJ

• NAI GlobalJoined Marketing Council Submitted NAI SpotlightMember of News Funnel to submit Press Releases

• LoopnetContinually upload listingsManage 10 Ad spotsFollow up on leads with agents

• NAI Mobile App Redesigned Interface with new branding

•WebsiteContinue to update homepageAdded Market Reports under researchUpdated agent bios

• Marketing Materials Manage marketing libraryUpdated office, retail and industrial proposalContinue to make updates as needed to any printed marketing materials

• Property ManagementCreated 6 page brochureUpdated property management services proposalRecreated 2 page flyer

• PodcastsStu Kingma- Market overview Kurt Kunst- Market overview

Commercial Real Estate Services, Worldwide.






ever

ccept

mpossible

Advertising

Ad SchedulesGRBJ Ad Schedule 7 Half Page Ads in the Grand Rapids Business Journal (new theme to be developed)

Budget for 2016 Print Ads: $10,884

Ad ScheduleJan.11 Finance - Top Area Certified Public Accountants RetailMar. 7 Legal Quarterly - Top Area Family Law Practices IndustrialMar. 28 Finance - Top Area Wealth Management Firms Office Jun. 6 Furniture - Top Area Office Furniture OfficeAug. 1 Commercial Real Estate Quarterly - Top Area Commercial Real Estate Developers Industrial Sept. 12 Finance - Top Area SBA Lenders Retail Oct. 11 Real Estate - Top Area Property Management FirmsProperty ManagementDec. 26 - Book of Lists

Benefits of being in the GRBJ:The weekly print edition is mailed to nearly 6,000 business addresses located in Kent,

Ottawa and Muskegon counties. Each copy is read by an average of 4 people within

the company for approx. 24,000 readers each week.

Ad SchedulesGRBJ Ad Schedule 7 Half Page Ads in the Grand Rapids Business Journal (new theme to be developed)

Budget for 2016 Print Ads: $10,884

Ad ScheduleJan.11 Finance - Top Area Certified Public Accountants RetailMar. 7 Legal Quarterly - Top Area Family Law Practices IndustrialMar. 28 Finance - Top Area Wealth Management Firms Office Jun. 6 Furniture - Top Area Office Furniture OfficeAug. 1 Commercial Real Estate Quarterly - Top Area Commercial Real Estate Developers Industrial Sept. 12 Finance - Top Area SBA Lenders Retail Oct. 11 Real Estate - Top Area Property Management FirmsProperty ManagementDec. 26 - Book of Lists

Grand Rapids Business Journal InsertNew Spotlight Magazine 12 page magazine that will be inserted in 3 of the Business Journal’s Commercial

Quarterly’s featuring the different industries, and printed professionally by Falcon Printing. This will replace

the tri-fold quarterly insert.

Ad ScheduleFeb 1 Commercial Real Estate Quarterly- OfficeList: Top Area General ContractorsBonus List: Top Area Specialty Contractors

May 2 Commercial Real Estate Quarterly - RetailList: Top Area Commercial Brokers Journal Extra: MBPA 101 Best & Brightest Companies to work for

October 31 Commercial Real Estate Quarterly - Industrial List: Top Architectural Firms

Extra copies will be produced and distributed to team members to share with clients and perspective clients

West Michigan Office Spotlight


Advertising

Insert Budget for 2016 (Includes print cost): $16,550Option 1

Option 2 Insert Budget for 2016 w/ confirmed sponsorship from Steve Johnson: $10,550

*Still working on sponsorship from CoStar for $1,500

Digital

Mark

eting MLive

Audience Impressions geographically targeted to theGrand Rapids DMA (orange). Oceana, Newaygo, Muskegon, Montcalm, Ottawa, KentIonia, Allegan, Barry, Van Buren, Kalamazoo, Calhoun, Saint Joseph, West Branch

MLive Budget for 2016: $10,227/year

Campaign Goals1. Find the right people2. Serve them a message3. Inspire some action4. Measure & Optimize

Advertising Digital Marketing

Audience Targeted Impressions450,000 standard units over 12 months150,000 half-page units after each quarterly market report60,000 website re-messaging* standard units

Behaviorally targeted to your ideal audience:Business decision makersSmall business ownersEntrepreneursCommercial Real Estate searchers

Advertising

Grand Rapids Business Journal Digital Advertising Medium Digital Ad in the Daily Edition: 13x Schedule TBD

GRBJ Budget for 2016: $1,950

MLive Budget for 2016: $10,227/year Signage Budget for 2016: $55,000

naiwwm.com

AVAILABLE

616 776 0100

1,566 - 9,815 SF



Property Signage Details TBD

Daily eNewsletters has approx. 5,300 subscribers, with a 24% average “open rate”, which is well above international averages for email marketing.

Postc

ards

Direct Marketing

Postcard Allowance

Cost Breakdown:15,000 Postcards Approx.0.23 per post card at bulk mailing ratePostcard paper costs $120/reem (750 sheets)20 reems will be purchased for 2016 postcards

Paper: $2,400Postage: $3,450Budget for 2016: $5,850

Multifamily Budget for 2016: $4,000

Total Postcards Budget: 15,000 Agent Postcards: 12,550 Company Postcards: 2,450

AllowanceListings <12 13 - 20 >20 TotalAgents 10 6 7 23Allowance 400 550 750Total 4,000 3,300 5250 12,550

Multifamily Direct Mail Marketing Quarterly Market Reports sent to approx. 700 prospects and current clients. Budget will cover the cost of postage, production, design time.

Postcard Budget for 2016: $5,500

Our analytics are above industry averages. Our click rates went down once we switched from Campaign Monitor to Constant Contact. However, our % ofrecipients opening the eBlast increased. We are continuing to explore different ways to enhance our current mail lists.

Internet Marketing

E-Blasts (Switched From Campaign Monitor to Constant Contact)

YTD YTDIndustry Opened% Clicked%

OFFICE OVERALL 21.55% 9.60%RETAIL OVERALL 25.24% 9.50%INDUSTRIAL OVERALL 28.30% 16.60%KALAMAZOO OVERALL 31.07% 7.72%

EBlast Budget for 2016: $864Multifamily Budget for 2016: $4,000

Postcard Budget for 2016: $5,500

Mob

ile A

pp

NAI Wisinski Mobile App.

New InterfaceExample

App Budget for 2016: $3,250

Internet Marketing

• Promote the launch of our new design and interface with the current brand• Promote the use of an agent training for those interested in different ways to utilize the app• Press Release

GRBJ Budget for 2016: $1,950

After a good amount of research was conducted with our account, we felt confident we could monitor our google Adwords campagin in house. Allison had previous experience with Google Adwords. Since being brought in house in May 2015, we have not seen any negative change with our SEO (Search Engine Optomization). For 2016 we are budgeting $2,400 for Google Adwords.

App Budget for 2016: $3,250

Internet Marketing

2015 Adwords budget: $28,0002016 Adwords budget:$2,400

• Promote the launch of our new design and interface with the current brand• Promote the use of an agent training for those interested in different ways to utilize the app• Press Release

Loopnet Budget for 2016: $4,700

Premium Account - 10 Listings OnlyPlacement above Standard listings in revelent search results • Large listing size• Get 10X more exposure than Standard• Prospect Lists• Marketing Tools

Spon

sorsh

ips

Industry & Community Sponsorship

Sponsorship Budget for 2016: $12,000

Public Relations

2015 Industry Related SponsorshipsNAI Sponsorship of Wedgwood Christian Services Golf OutingJim Gilmore Jr. Foundation Golf OutingCAR Dinner Sponsorship of Golf Outing

2015 Community Related SponsorshipsInforum Business Booster SponsorshipSpectrum Health Foundation 2015 GalaGrand Rapids Lions Club Large Print SponsorThe Right Place Foundation Community SupportSouth Christian High School Sailor 5K T-Shirt SponsorExperience Grand Rapids Donation in Support of Downtown Christmas Tree

2016 Sponsorships TBD Work with Clark Communications to determine optimal sponsorship opportunities - where our top prospects and clients will be seen.

Public Relations

Continue to establish relationships with the local media, at minimum one perquarter. Hosting lunches at NAI Headquarters with various reporters, editors etc. 2015 Review• James Harger, Business Reporter - MLive/GRPress• Mike Nichols, Editor - Grand Rapids Business Journal • Pat Evans, Business Reporter - Grand Rapids Business Journal

Media Contact Relations(Media Lunches)

Media RelationsBudget for 2016: $500

Consu

ltant

Clark Communications 2016 Objectives:• Determine channels to position NAI Wisinski as the leading expert in the West Michigan Commercial Real Estate Market• Feature NAI Wisinski in specialized articles (I.E. Heartland Business News) • Speaking engagements • Sponsorship Opportunities

Consultant Budget for 2016: $12,000

Public Relations

2015 Public Relations Overview

42 transaction announcements.109 news stories.$409,000 advertising value.

50

10

10

8

Public Relations

Specialty Marketing Stationary

Client Gifts Budget for 2016: $1,500

Printed Marketing MaterialsBudget for 2016: $2,000

Perso

nal S

elling

Placing specialty marketing material orders such as:BannersNotepadsFoldersThank You Cards

Personal Selling

Client Gifts 2015 UmbrellasFlashlights

2016TBD

Client Gifts Budget for 2016: $1,500

Printed Marketing MaterialsBudget for 2016: $2,000

Two Educational Series Events

2016 Objectives:In 2015 we hosted an Educational Series Event that focused on 3 topics and was well received. Our goal for 2016 is to host two Educational Series Events with different topics at each.

2016 Educational Series Budget: $1,000 (open to sponsorship)

Personal Selling

Prop

erty M

anag

emen

t

Half page ad in the Grand Rapids Business Journal Oct. 11 Real Estate - Top Area Property Management FirmsProperty ManagementCost of Ad: $1,649

Remainder of budget TBD*

Property Management Budget: $2,500

PropertyManagement

Marketing Technology

BuildoutBuildout is a dynamic marketing platform that streamlines the entire process of listing a property. It allows you to create attractive, brand compliant marketing docu-ments, build full HTML email campaigns, use automated retailer mapsand demographics, instantly list properties across the web, update your company website and create document vaults. From one-man shops to large enterprises, com-panies across the country use Buildout to beat their competition.

Buildout will be hosting the search mechanism for the property search page on our website. We will no longer be using Catalyst for this service which saves $1,500.

Elevate Your URLSEARCH AND SHARE YOUR ACTIVE LISTINGS.• Powerful property search plugin (on naiwwm website)• Intuitive interface• Responsive design for all devices• Commanding SEO• Easily publish or remove active and closed listings• Optimized for today• No inner-scroll• Ability for every property to have it’s own website

Budget for 2016: $17,500Property Management Budget: $2,500

Drones

Drones are already revolutionizing the commercial real estate industry. While much of the attention is getting paid to how drones for commercial real estate are enhancing how brokers list and market properties, the impact of drones may be even greater for users and managers of those commercial properties.

We have the ability to edit drone videography in house by adding music and customized bullet points throughout clip.

Budget for 2016: $10,000 (A process will be implemented with allocation of these dollars.)

Marketing Technology

Executive 2016 Budget Summary Overview AdvertisingGrand Rapids Business Journal $13,047MLive $10,225Signage $55,000NAI Spotlight Magazine $10,550 $88,822 (With Sponsorship on Spotlight: $83,984)

Direct MarketingPostcards & Postage $5,850Multi-Family $4,000 $9,850Internet MarketingE Blasts $864Mobile App $3,250Google AdWords $2,400Loopnet $4,700 $11,214Public RelationsIndustry & Community Sponsorship $12,000Media Relations $500Consulting $12,000 $24,500Personal SellingClient Gifts $1,500Printed Marketing Materials $2,000Educational Series $1,000 (open to sponsorship) $4,500Property ManagementProperty Management $2,500 $2,500Marketing TechnologyBuild Out $17,500Drones $10,000 $27,500 *Budget Total: $168,886*Proposed Additional Options:1. Add 3 Print 1/2 Page Ads to the GRBJ so that we appear at least 1 time per month between the Ads & Spotlight. Additional Cost:$3,597 Budget with option 1: $172,4832. Add $5,000 to Sponsorship Budget allowing us to have greater visibility with the community Cost: $5,000 Budget with option 2: $163,886 3.Budget with option 1 & 2: $177,483

Budget for 2016: $10,000 (A process will be implemented with allocation of these dollars.)

Approved Proposed 2015 2016

Advertisingw/SponsorshipDirect MarketingInternet MarketingPublic RelationsPersonal Selling Property Management Marketing Technology Total: Total with Sponsorship:

$76,332 $88,822 $87,322* $15,000 $9,850$36,305 $11,214 $27,100 $24,500 $9,500 $4,500$2,500 $2,500 - $27,000

$166,737 $168,886 $167,386

2015 Vs. 2016 Summary

smp16

Documents