Botanical Heights Marketing Plan

November 13,2008
Betanlcal Relghts West

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The sales representatives for Botanical Heights West must be responsible for adhering to the
tactical guidelines set forth in this marketing plan and for tracking traffic and buyer information
by advertising source and reporting data to the Garden District Commission for compilation
and analysis. The relationship between sales and marketing efforts must be inseparable for any
marketing plan to be successful.
This tremendous level of responsibility is the same for Realtors and direct Botanical Heights
West sales employees. It is strongly recommended to require any listing agent to sign an agree-
ment that binds them to strictly following the tactics of the plan.
The Garden District Commission should develop a marketing meeting schedule and hold
marketing meetings with Botanical Heights West sales representatives and key team members
no less frequent than one time per month.
Using a Customer Relationship Management program or software is also an important part of
sales and marketing fusion. These track the potential buyer from prospecting to closing and
many have the ability to track marketing tactics and effects. It should be mandatory that
Botanical Heights West sales representatives fully master and utilize a Customer Relationship
Management Program.

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In the current homebuilding market, and with regard to Botanical Heights West, the greatest
challenges for success are:

The purpose of the marketing plan for Botanical Heights West is to meet these challenges and
establish new buyer expectations. Through a cohesive, superior marketing program, Botanical
Heights West will achieve the following critical factors for success:

omebuyer inertia
0verooming any oonoerns about the Moree Neighborhood, North
of lnterstate 44
Breaking through the negative peroeption of the ourrent home
buying and selling market
Awakening a pre-oooupied buyer to aotivate a growingly
sophistioated demand
Motivating and managing sales representatives to beoome
Botanioal eights west's most dedioated advooates

3trategy development and exeoution
vision implementation
value oreation and oommunioation
Cohesive retail oreation and promotion
Neighborhood re-invigoration
Uemand oreation

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It is the uniqueness of this development that will attract the target buyers to Botanical Heights West . The vision of
Garden Wonderland belongs in a fresh, unique development never before seen in the St. Louis Area. Botanical
Height West is the perfect environment for this theme.
Garden Wonderland is inspired by the childrens classic Alice in Wonderland, and all of its eclectic charm. The jux-
taposition of Alices awake world (traditional architecture of the homes) and her imaginative dream world (common
spaces, landscaping, retail, and leverage created by The Botanical Gardens unique featured artist collections) create
an ideal canvas for homebuyers to experience very rich living within this neighborhood.
This theme is recommended for the common spaces, landscaping, retail areas and marketing elements of Botanical
Heights West. Bright colors, vivid imagery and larger than life artistic expression will make Botanical Heights West
the perfect niche community for the McRee Town neighborhood.

The Garden Wonderland creates the place that the target buyer has been looking for to spend their next lifestage.
It is a landmark, a known destination and a place for the target to feel comfortable in their own, funky skin.

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Botanical Heights West is located in St. Louis City at the northeast corner of Vandeventer and Interstate 44. The
area for redevelopment is bordered by Vandeventer Avenue on the West, Lafayette Avenue on the South, Thurman
Avenue on the East and Folsom Avenue on the North. Botanical Heights consists of existing commercial and resi-
dential buildings. A map of this location can be seen on the following page.
The Botanical Heights West area is a continuation of the successful redevelopment of the McRee Town neighbor-
hood north of Interstate 44. The McRee Town neighborhood was originally developed as housing for the nearby
Liggett and Meyers Tobacco Company. During the 1960s, the construction of Interstate 44 physically divided the
neighborhood and the area north of the interstate quickly deteriorated*.
The Garden District Commission was formed in December 1998 to facilitate communication between the Missouri
Botanical Garden and its four surrounding neighborhoods*. Ultimately, a plan was developed to rehabilitate the
western portion of the neighborhood, while the eastern half would be demolished and created anew.
McBride and Sons Botanical Heights Development on the east broke ground in June of 2004 and signed over 50
contracts during the Grand Opening. McBrides successful development consists of approximately 400 residential
units, including over 100 new, single family homes ranging from the mid $100,000s to over $400,000.

3ouroe: Nioholson, 1ames. Botanioal eights: MoRee 1own Lifts ltself to igher
0round." 3t. Louis Commeroe Magazine November 2004.

Approximate number of residential units derived from the 0arden Uistriot owned
properties to unit ratio.
306 Paroels
204 Buildings
25 Commeroial
Buildings
102 Lots
179 Residential
Buildings
93 Paroels
59 Lots 34 Buildings
1 Commeroial
Building
33 Residential
Buildings
81 Residential
units
Approx. 439
Residential
units
1otal Botanioal eights west Properties 0UC 0wned Botanioal eights west Properties
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Botanical Heights West Properties
Total Parcels 306
Total Buildings 204
Total Lots 102
GDC Owned Parcels 93
GDC Target Acquisitions 35
Owner Occupied Parcels 44
Roos Owned Parcels 16
Eberhardt Owned Parcels 16
Miscellaneous Non Owner Occupied Properties 102
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It can be concluded that Botanical Heights West is in a stable competitive position with in the St. Louis City market.
The following pages include:
Competitive matrix definitions
Competitor looation map
Matrix of Market0raphios prioe ranges and absorption rates per development
Uetail data for eaoh oompetitive development
Competitive site photos
A model matrix for eaoh development, as available

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Total Units: Indicates the total number of known, planned homes for the project.
Occupied: Total number of occupied homes these units have been absorbed into the market.
New, Finished Unoccupied: New units that are finished but unoccupied. This includes every home that does not
show signs of occupation, even those with sold signs.
Under Construction: Units under construction. A home is under construction from the foundation pour until the
last piece of external hardware is in place.
Developed: Developed lot, ready to being construction.
Undeveloped: Undeveloped, must be developed before construction can begin. Includes the grading process.
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Pricing Pricing Pricing Pricing Absorption Absorption Absorption Absorption
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
$275 to $275 to $275 to $275 to
$325 $325 $325 $325
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30.00% 60.00% 10.00% 7 9 4 57 0 77 7 7
Unit Mix Unit Mix Unit Mix Unit Mix
1 Story 1 Story 1 Story 1 Story
Detached Detached Detached Detached
1.5 Story 1.5 Story 1.5 Story 1.5 Story
TH 1 TH 1 TH 1 TH 1- -- -Story Story Story Story
Attached Attached Attached Attached
TH Multi TH Multi TH Multi TH Multi- -- -
Story Story Story Story
Condo / Condo / Condo / Condo /
Flats Flats Flats Flats
30% 30% 40%
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Model Matrix Model Matrix Model Matrix Model Matrix
Model Name Model Name Model Name Model Name Bedrooms Bedrooms Bedrooms Bedrooms Bathrooms Bathrooms Bathrooms Bathrooms Square Feet Square Feet Square Feet Square Feet Base Price Base Price Base Price Base Price
Armand 3.0 2.4 1,564 $254,900
Bridgeport 4.0 2.5 2,489 $316,200
Kingston A 3.0 2.5 1,920 $268,400
Kingston B 3.0 2.5 1,920 $266,900
Newport End 3.0 2.5 1,937 $235,750
Newport
Middle 3.0 2.5 1,738 $219,000
Providence 5.0 2.5 2,752 $294,700
Providence II 5.0 3.5 2,832 $306,900
Tower Grove 4.0 2.5 2,406 $304,100
Nottingham 3.0 2.5 1,445 $239,900
Devonshire 2.0 2.5 1,686 $254,900
Manchester 3+ 3.5 1,766 $254,900
Elwood 2.0 2.0 1,287 $254,900
Hampton 3.0 2.0 2,100 $353,000
Compton 3.0 2.5 1,655 $289,900
Leona 3.0 2.5 1,678 $289,900
Wilmore 3+ 3.0 2,637 $378,000
Wilmington 3.0 2.5 1,403 $265,500
Fillmore 2+ 2.5 1,601 $278,000
Laclede 3.0 2.5 1,942 $289,900
Marquette 4.0 2.5 2,304 $311,000
Carondolet 4.0 2.5 2,660 $348,000
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$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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100.00% 0 0 5 10 0 15 0 0
100%
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100%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
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70.00% 30.00% 0 0 6 6 0 12 0 3
Model A 3.0 2.5 2,053 $239,900
MARKL1lN0 PLAN
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Ueoember 11, 2008
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100%
Pricing Pricing Pricing Pricing
Absorption Absorption Absorption Absorption
$225 $225 $225 $225
to to to to
$275 $275 $275 $275
$275 $275 $275 $275
to to to to
$325 $325 $325 $325
$325 $325 $325 $325
to to to to
$425 $425 $425 $425
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1
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M
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1
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M
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s
1
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1
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1
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2

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M
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M
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M
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s

30% 40% 30% 8 28 0 0 0 36 8 0
MARKL1lN0 PLAN
17
Ueoember 11, 2008
Longfellow 2.0 2.0 1,935 $365,000
Shaw 2.0 2.0 1,684 $299,000
Hawthorne 2.0 2.0 1,370 $235,000
Tower Grove 2.0 2.0 1,444 $199,000
Botanical 2.0 2.0 1,246 $195,000
Townhome 2,032 $345,000
MARKL1lN0 PLAN
18
Ueoember 11, 2008
CUvNAN1 PLAC
100%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
O
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100.00% 29 1 0 50 0 80 0 0
MARKL1lN0 PLAN
19
Ueoember 11, 2008
CRUWN LUF15 CUNbU5
2 Story De- 2 Story De- 2 Story De- 2 Story De-
tached tached tached tached
100%
$125 to $125 to $125 to $125 to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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1
2

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1
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M
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M
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M
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s

30% 70% 14 22 0 0 0 36 4 0
MARKL1lN0 PLAN
20
Ueoember 11, 2008
Unit 210 2.0 2.0 1,575 $309,500
Unit 108 2.0 2.0 1,466 $298,500
Unit 114 3.0 2.0 1,515 $293,500
Unit 212 3.0 3.0 1,486 $269,500
Unit 211 2.0 2.0 1,355 $269,500
Unit 119 2.0 2.0 1,396 $264,000
Unit 208 2.0 2.0 1,320 $259,000
Unit 101 2.0 1.0 1,345 $259,000
Unit 209 2.0 2.0 1,302 $253,900
Unit 115 2.0 2.0 1,256 $229,500
Unit 105 2.0 1.0 1,074 $199,500
Unit 102 2.0 1.0 1,080 $199,500
Unit 113 1.0 1.0 822 $155,000
MARKL1lN0 PLAN
21
Ueoember 11, 2008
bAGG11 AvNU 5l1
No Photo Available
100%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
$275 to $275 to $275 to $275 to
$325 $325 $325 $325
$325 to $325 to $325 to $325 to
$425 $425 $425 $425
O
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60% 20% 10% 10% 0 0 0 0 100 100 0 0
MARKL1lN0 PLAN
22
Ueoember 11, 2008
b lR5
100%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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100% 0 0 12 0 0 12 0 0
MARKL1lN0 PLAN
23
Ueoember 11, 2008
bLMAR PLAC 1UWNRUM5
100%
$125 to $125 to $125 to $125 to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
O
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20.00% 80.00% 17 3 0 20 0 40 4 0
MARKL1lN0 PLAN
24
Ueoember 11, 2008
Type I Standard 3.0 2.5 1,300
Type 1 Optional 2.0 2.5 1,300
Type 1 Optional 3rd floor 3.0 3.0 1,600
Type II Standard 3.0 2.5 1,300 $225,000
Type II Optional 3.0 3.0 1,600 $245,000
Type III Standard 3.0 2.5 1,300
Type III Optional 3.0 3.0 1,600
MARKL1lN0 PLAN
25
Ueoember 11, 2008
RlGRLANb WALK
100%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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100% 2 3 0 0 0 5 2 0
Model A 3.0 2.5 2,050 $299,900
MARKL1lN0 PLAN
26
Ueoember 11, 2008
RUL GRUUNb PRA5 l
100%
$125 to $125 to $125 to $125 to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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50.00% 50.00% 10 0 0 5 0 15 3 0
Image Not Available
MARKL1lN0 PLAN
27
Ueoember 11, 2008
K51UN PLAC
100%
$125 $125 $125 $125
to to to to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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50.00% 50.00% 21 0 0 6 0 27 2 1
MARKL1lN0 PLAN
28
Ueoember 11, 2008
The Eads 3.0 2.5 1,864 $181,500
The Lafayette 4.0 2.5 1,940 $189,900
The Marquette 4.0 2.5 2,275 $200,500
MARKL1lN0 PLAN
29
Ueoember 11, 2008
LMP BRWR
50% 50%
$125 $125 $125 $125
to to to to
$175 $175 $175 $175
$175 $175 $175 $175
to to to to
$225 $225 $225 $225
$225 $225 $225 $225
to to to to
$275 $275 $275 $275
$275 $275 $275 $275
to to to to
$325 $325 $325 $325
$325 $325 $325 $325
to to to to
$425 $425 $425 $425
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20.00% 30.00% 30.00% 10.00% 10.00% 0 0 0 0 130 130 0 0
MARKL1lN0 PLAN
30
Ueoember 11, 2008
LlNbN1R LAN ANb LUF15
50% 50%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
$275 to $275 to $275 to $275 to
$325 $325 $325 $325
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L
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C
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1
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M
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s
1
2

M
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t
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s
1
2

M
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s
1
2

M
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s

S
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L
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1
2

S
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s

L
a
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1
2

S
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L
a
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1
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S
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L
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1
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M
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h
s
M
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n
t
h
s
M
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t
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M
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40.00% 30.00% 30.00% 4 2 13 12 0 31 1 13
MARKL1lN0 PLAN
31
Ueoember 11, 2008
Townhome
Model 3.0 2.5 1,900 $299,900
Loft Model A 2.0 1.0 1,297 $229,900
Loft Model B 2.0 1.0 1,145 $209,900
Loft Model C 1.0 1.0 888 $157,923
Loft Model D 1.0 1.0 1,210 $199,900
Loft Model E 2.0 1.0 1,550 $223,196
Loft Model F 2.0 2.0 1,502 $297,900
MARKL1lN0 PLAN
32
Ueoember 11, 2008
MAGNULlA RlGR15 1UWNRUM5
100%
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
$275 to $275 to $275 to $275 to
$325 $325 $325 $325
O
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M
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1
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M
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M
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M
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70% 30% 0 0 4 6 0 10 0 4
MARKL1lN0 PLAN
33
Ueoember 11, 2008
MCKLv PLAC CUNbU5 ANb RUM5
No Photo Available
60% 40%
$125 to $125 to $125 to $125 to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
O
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1
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M
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1
2

M
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1
2

M
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s
1
2

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1
2

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1
2

S
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1
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1
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M
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M
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30.00% 40.00% 30.00% 8 5 3 10 0 26 8 8
MARKL1lN0 PLAN
34
Ueoember 11, 2008
Glen II 3.0 2.5 $271,700
Regency II 3.0 2.0 $264,700
Carlton II 4.0 2.5 $282,500
Carriage Condo 2.0 2.0 1,100 $158,500
Terrace
McKelvey I 2.0 1.0 1,000
Terrace
McKelvey II 1.0 1.0 1,053
Bridgeton Villa 2.0 2.0 1,400 $197,100
Gresbrook Villa 1.0 2.0 1,210 $204,700
Taylor Villa 2.0 2.0 1,205 $213,300
MARKL1lN0 PLAN
35
Ueoember 11, 2008
MULLANPR 5qUAR
Story Attached Story Attached Story Attached Story Attached
100%
$125 to $125 to $125 to $125 to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
O
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M
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60.00% 40.00% 43 0 0 9 0 52 6 0
MARKL1lN0 PLAN
36
Ueoember 11, 2008
NUR1R MARK1 51R1 5UBblvl5lUN
30% 70%
$125 to $125 to $125 to $125 to
$175 $175 $175 $175
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
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50.00% 50.00% 28 2 0 20 50 100 1 0
MARKL1lN0 PLAN
37
Ueoember 11, 2008
PARC RlbG 51A15
60% 40%
$175 to $175 to $175 to $175 to
$225 $225 $225 $225
$225 to $225 to $225 to $225 to
$275 $275 $275 $275
$275 to $275 to $275 to $275 to
$325 $325 $325 $325
$325 to $325 to $325 to $325 to
$425 $425 $425 $425
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10% 20% 50% 20% 34 2 6 5 0 47 8 4
MARKL1lN0 PLAN
38
Ueoember 11, 2008
51 ALU5lU5 MAGNULlA 5qUAR
100%
$275 $275 $275 $275
to to to to
$325 $325 $325 $325
$325 $325 $325 $325
to to to to
$425 $425 $425 $425
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60% 40% 12 2 3 8 0 25 3 3
MARKL1lN0 PLAN
39
Ueoember 11, 2008
Star 2.0 2.0 1,100
Sweet Bay 3.0 2.0 1,600
Marie 2+ 2.5 1,600
Royal Star 3.0 2.5 1,650
Kathryn 3.0 2.5 1,700
Little Gem 2.0 2.0 1,080
January 3+ 3+ 1800 to 2300
MARKL1lN0 PLAN
40
Ueoember 11, 2008
5UBL11 FlLb5
100%
$275 $275 $275 $275
to to to to
$325 $325 $325 $325
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to to to to
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50% 50% 0 0 0 5 0 5 0 0
MARKL1lN0 PLAN
41
Ueoember 11, 2008
2726 Sublette 3.0 2.5 1,560 $299,000
2736 Sublette 3.0 2.5 1,560 $299,000
MARKL1lN0 PLAN
42
Ueoember 11, 2008
1RR PARK
100%
$225 $225 $225 $225
to to to to
$275 $275 $275 $275
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to to to to
$325 $325 $325 $325
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40% 40% 20% 0 0 0 23 0 23 0 0
MARKL1lN0 PLAN
43
Ueoember 11, 2008
W51 Nb 51A1,CABANNA 51A15,
RAMlL1UN RUM5
80% 20%
$175 to $175 to $175 to $175 to
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to to to to
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to to to to
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10.00% 50.00% 40.00% 58 5 0 22 0 85 4 4
MARKL1lN0 PLAN
44
Ueoember 11, 2008
Tower Grove 4.0 2.5 2,406 $329,784
Mansion End 3.0 2.5 1,937 $278,443
Mansion Middle 3.0 2.5 1,716 $266,862
Mansion End 3.0 2.5 1,937 $294,926
MARKL1lN0 PLAN
45
Ueoember 11, 2008
bMUGRAPRlC5 RvlW
This section collects and reviews demographic information for prospective and probable buyers.
The source of the demographics in the following pages is Nielsen Claritas, which is based on census data. Population
trends and demographics data within urban concentrations are commonly scrutinized and questioned. This data is
utilized in conjunction with MarketGraphics

New Homes Research and other research to form the conclusions
within this multi-dimensional study.
The following pages include:
Current Looal Uemographios
1arget ousehold 3egments by Projeot Phase
1arget 3egment Uefinitions
1arget Areas by Projeot Phase
CURRN1 LUCAL bMUGRAPRlC5 ARA
MARKL1lN0 PLAN
46
Ueoember 11, 2008
bMUGRAPRlC 5NAP5RU1
The following chart gives a snapshot of the demographic make up within the Botanical Gardens Area (reference the
map on the previous page). The data for this area is benchmarked against the entire St. Louis City , Missouri Area.
The index number on the right provides a frame of reference for comparison against all of St. Louis City. If the index
number is 100, then the data within the study area is exactly equal to that of St. Louis City. If the index number is
200, then twice as many households in the study area fall within that range when compared to all of St. Louis City.
Inversely, if the index number is 50, then the half as many households fall within that range.
The highlighted portions in the following tables represent the largest percentages of the demographic within the
Botanical Gardens Area.
Pop Facts: Pop Facts: Pop Facts: Pop Facts: Botanical Gardens Area Botanical Gardens Area Botanical Gardens Area Botanical Gardens Area
Demographic Snapshot Demographic Snapshot Demographic Snapshot Demographic Snapshot
Index Index Index Index
Population Population Population Population
2013 Projection 56,668
2008 Estimate 55,677
2000 Census 55,649
1990 Census 59,511
Growth 2008-2013 1.78% 68
Growth 2000-2008 0.05% 2
Growth 1990-2000 -6.49% 53
2008 Estimated Population by Single Race 2008 Estimated Population by Single Race 2008 Estimated Population by Single Race 2008 Estimated Population by Single Race
Classification Classification Classification Classification
55,677
White Alone 19,798 35.56% 80
Black or African American Alone 30,445 54.68% 109
American Indian and Alaska Native Alone 169 0.30% 109
Asian Alone 2,329 4.18% 207
Native Hawaiian and Other Pacific Islander
Alone
18 0.03% 82
Some Other Race Alone 1,114 2.00% 200
Two or More Races 1,804 3.24% 146
MARKL1lN0 PLAN
47
Ueoember 11, 2008
2008 Estimated Population by Sex 2008 Estimated Population by Sex 2008 Estimated Population by Sex 2008 Estimated Population by Sex
55,677
Male 26,736 48.02% 100
Female 28,941 51.98% 99
Male/Female Ratio 0.92 101

2008 Estimated Population by Age 2008 Estimated Population by Age 2008 Estimated Population by Age 2008 Estimated Population by Age
55,677
Age 0 to 4 5,100 9.16% 121
Age 5 to 9 4,656 8.36% 120
Age 10 to 14 4,594 8.25% 117
Age 15 to 17 2,712 4.87% 114
Age 18 to 20 2,402 4.31% 97
Age 21 to 24 3,011 5.41% 102
Age 25 to 34 7,430 13.34% 103
Age 35 to 44 8,505 15.28% 104
Age 45 to 49 4,307 7.74% 100
Age 50 to 54 3,891 6.99% 98
Age 55 to 59 3,030 5.44% 91
Age 60 to 64 1,996 3.58% 84
Age 65 to 74 2,137 3.84% 68
Age 75 to 84 1,238 2.22% 53
Age 85 and over 669 1.20% 53

Age 16 and over 40,448 72.65% 94
Age 18 and over 38,615 69.36% 93
Age 21 and over 36,213 65.04% 93
Age 65 and over 4,044 7.26% 60

2008 Estimated Median Age 2008 Estimated Median Age 2008 Estimated Median Age 2008 Estimated Median Age 32.4 89
2008 Estimated Average Age 2008 Estimated Average Age 2008 Estimated Average Age 2008 Estimated Average Age 33.13 90
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Ueoember 11, 2008
2008 Estimated Population Age 15 and 2008 Estimated Population Age 15 and 2008 Estimated Population Age 15 and 2008 Estimated Population Age 15 and
Over by Marital Status Over by Marital Status Over by Marital Status Over by Marital Status
41,327
Total, Never Married 18,729 45.32% 109
Married, Spouse present 11,884 28.76% 97
Married, Spouse absent 3,122 7.55% 95
Widowed 2,606 6.31% 69
Divorced 4,986 12.06% 98
Males, Never Married 9,144 22.13% 106
Males, Previously Married 2,855 6.91% 94
Females, Never Married 9,585 23.19% 113
Females, Previously Married 4,737 11.46% 81

Over by Educational Attainment Over by Educational Attainment Over by Educational Attainment Over by Educational Attainment 33,203
Less than 9th grade 3,167 9.54% 101
Some High School, no diploma 6,999 21.08% 112
High School Graduate (or GED)
8,839 26.62% 97
Some College, no degree 6,651 20.03% 98
Associate Degree 1,374 4.14% 92
Bachelor's Degree 3,744 11.28% 95
Master's Degree 1,689 5.09% 94
Professional School Degree 446 1.34% 79
Doctorate Degree 294 0.89% 90
Households Households Households Households
2013 Projection 21,056
2008 Estimate 21,012
2000 Census 21,596
1990 Census 24,696
Growth 2008-2013 0.21% 8
Growth 2000-2008 -2.70% -188
Growth 1990-2000 -12.55% 115
MARKL1lN0 PLAN
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Ueoember 11, 2008

2008 Estimated Households by Household 2008 Estimated Households by Household 2008 Estimated Households by Household 2008 Estimated Households by Household
Type Type Type Type
21,012
Family Households 12,071 57.45% 109
Non-family Households 8,941 42.55% 89

Income Income Income Income
21,012
Less than $15,000 4,790 22.80% 92
$15,000 to $24,999 3,331 15.85% 101
$25,000 to $34,999 3,146 14.97% 108
$35,000 to $49,999 3,423 16.29% 102
$50,000 to $74,999 3,108 14.79% 97
$75,000 to $99,999 1,537 7.31% 103
$100,000 to $149,999 1,059 5.04% 94
$150,000 to $249,999 472 2.24% 130
$250,000 to $499,999 128 0.61% 111
$500,000 or more 19 0.09% 58

2008 Estimated Average Household Income 2008 Estimated Average Household Income 2008 Estimated Average Household Income 2008 Estimated Average Household Income $44,785 102
2008 Estimated Median Household Income 2008 Estimated Median Household Income 2008 Estimated Median Household Income 2008 Estimated Median Household Income
$32,581 101
2008 Estimated Per Capita Income 2008 Estimated Per Capita Income 2008 Estimated Per Capita Income 2008 Estimated Per Capita Income
$17,099 91
2008 Estimated Households by Type and 2008 Estimated Households by Type and 2008 Estimated Households by Type and 2008 Estimated Households by Type and
Presence of Own Children Presence of Own Children Presence of Own Children Presence of Own Children
21,012
Single Male Householder 3,553 16.91% 91
Single Female Householder 3,457 16.45% 75
Married-Couple Family 5,571 26.51% 100
With own children 2,766 13.16% 120
No own children 2,805 13.35% 85
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Ueoember 11, 2008
Male Householder 1,155 5.50% 114
With own children 564 2.68% 125
No own children 592 2.82% 105
Female Householder 5,345 25.44% 120
With own children 3,598 17.12% 140
No own children 1,748 8.32% 94
Nonfamily: Male Householder 1,168 5.56% 130
Nonfamily: Female Householder 763 3.63% 112

Size Size Size Size
21,012
1-person household 7,009 33.36% 83
6-person household 709 3.37% 140
7 or more person household 648 3.08% 151

2008 Estimated Average Household Size 2008 Estimated Average Household Size 2008 Estimated Average Household Size 2008 Estimated Average Household Size 2.61 112

2008 Estimated Households by Number of 2008 Estimated Households by Number of 2008 Estimated Households by Number of 2008 Estimated Households by Number of
Vehicles Vehicles Vehicles Vehicles
21,012
No Vehicles 5,519 26.27% 105
1 Vehicle 9,689 46.11% 100
2 Vehicles 4,412 21.00% 92
3 Vehicles 1,090 5.19% 103
4 Vehicles 189 0.90% 83
5 or more Vehicles 113 0.54% 113

2008 Estimated Average Number of 2008 Estimated Average Number of 2008 Estimated Average Number of 2008 Estimated Average Number of
Vehicles Vehicles Vehicles Vehicles
1.11 97
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Ueoember 11, 2008
Over by Employment Over by Employment Over by Employment Over by Employment
40,448
In Armed Forces 7 0.02% 29
Civilian - Employed 23,788 58.81% 108
Civilian - Unemployed 2,851 7.05% 105
Not in Labor Force 13,802 34.12% 86

2008 Estimated Civilian Employed Popula- 2008 Estimated Civilian Employed Popula- 2008 Estimated Civilian Employed Popula- 2008 Estimated Civilian Employed Popula-
tion Age 16 and Over by Class of Worker tion Age 16 and Over by Class of Worker tion Age 16 and Over by Class of Worker tion Age 16 and Over by Class of Worker
23,788 16
For-Profit Private Workers 16,591 69.75% 100
Non-Profit Private Workers 2,995 12.59% 103
Local Government Workers 1,674 7.04% 84
State Government Workers 818 3.44% 103
Federal Government Workers 633 2.66% 94
Self-Employed Workers 1,022 4.30% 107
Unpaid Family Workers 55 0.23% 96

2008 Estimated Employed Population Age 2008 Estimated Employed Population Age 2008 Estimated Employed Population Age 2008 Estimated Employed Population Age
16 and Over by Occupation 16 and Over by Occupation 16 and Over by Occupation 16 and Over by Occupation 23,788
Management, Business, and Financial Op-
erations
2,173 9.14% 89
Professional and Related Occupations 4,522 19.01% 96
Service 5,675 23.86% 109
Sales and Office 5,757 24.20% 91
Farming, Fishing, and Forestry 31 0.13% 85
Construction, Extraction, and Maintenance 1,445 6.07% 99
Production, Transportation, and Material
Moving
4,184 17.59% 114
MARKL1lN0 PLAN
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Ueoember 11, 2008
2008 Estimated Civilian Employed Popu- 2008 Estimated Civilian Employed Popu- 2008 Estimated Civilian Employed Popu- 2008 Estimated Civilian Employed Popu-
lation Age 16 and Over by Occupation lation Age 16 and Over by Occupation lation Age 16 and Over by Occupation lation Age 16 and Over by Occupation
Classification Classification Classification Classification 23,788 16
Blue Collar 5,628 23.66% 110
White Collar 12,425 52.23% 92
Service & Farm 5,734 24.11% 109

2008 Estimated Workers Age 16 and Over 2008 Estimated Workers Age 16 and Over 2008 Estimated Workers Age 16 and Over 2008 Estimated Workers Age 16 and Over
by Transportation To Work* by Transportation To Work* by Transportation To Work* by Transportation To Work* 23,211
Drove Alone 14,651 63.12% 91
Car Pooled 4,112 17.72% 132
Public Transportation 2,952 12.72% 121
Walked 820 3.53% 86
Motorcycle 38 0.16% 232
Bicycle 136 0.59% 171
Other Means 140 0.60% 98
Worked at Home 361 1.56% 87

2008 Estimated Workers Age 16 and Over 2008 Estimated Workers Age 16 and Over 2008 Estimated Workers Age 16 and Over 2008 Estimated Workers Age 16 and Over
by Travel Time to Work by Travel Time to Work by Travel Time to Work by Travel Time to Work 22,850
Less than 15 minutes 6,100 26.69% 105
15 to 29 Minutes 9,487 41.52% 94
30 to 44 Minutes 4,624 20.24% 105
45 to 59 Minutes 1,186 5.19% 92
60 or more Minutes 1,453 6.36% 105

2008 Estimated Average Travel Time to 2008 Estimated Average Travel Time to 2008 Estimated Average Travel Time to 2008 Estimated Average Travel Time to
Work in Minutes Work in Minutes Work in Minutes Work in Minutes 26.44 99

2008 Estimated Tenure of Occupied 2008 Estimated Tenure of Occupied 2008 Estimated Tenure of Occupied 2008 Estimated Tenure of Occupied
Housing Units Housing Units Housing Units Housing Units
21,012
Owner-Occupied 8,326 39.62% 84
Renter-Occupied 12,686 60.38% 113
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Ueoember 11, 2008
2008 Owner 2008 Owner 2008 Owner 2008 Owner- -- -Occupied Housing Occupied Housing Occupied Housing Occupied Housing - -- - Average Average Average Average
Length of Residence Length of Residence Length of Residence Length of Residence 8 81

2008 Estimated All Owner 2008 Estimated All Owner 2008 Estimated All Owner 2008 Estimated All Owner- -- -Occupied Occupied Occupied Occupied
Housing Units by Value Housing Units by Value Housing Units by Value Housing Units by Value
8,326
Less than $20,000 181 2.18% 98
$20,000 to $39,999 391 4.70% 92
$40,000 to $59,999 762 9.15% 94
$60,000 to $79,999 1,130 13.58% 92
$80,000 to $99,999 1,205 14.48% 92
$100,000 to $149,999 2,515 30.21% 100
$150,000 to $199,999 948 11.38% 106
$200,000 to $299,999 667 8.01% 113
$300,000 to $399,999 268 3.22% 143
$400,000 to $499,999 107 1.29% 131
$500,000 to $749,999 77 0.92% 104
$750,000 to $999,999 54 0.65% 150
$1,000,000 or more 20 0.24% 70

2008 Estimated Median Owner 2008 Estimated Median Owner 2008 Estimated Median Owner 2008 Estimated Median Owner- -- -Occupied Occupied Occupied Occupied
Housing Unit Value Housing Unit Value Housing Unit Value Housing Unit Value
$109,791 105

2008 Estimated Housing Units by Units 2008 Estimated Housing Units by Units 2008 Estimated Housing Units by Units 2008 Estimated Housing Units by Units
in Structure in Structure in Structure in Structure
26,290
1 Unit Attached 912 3.47% 104
1 Unit Detached 7,906 30.07% 74
2 Units 7,274 27.67% 155
3 to 19 Units 8,895 33.84% 134
20 to 49 Units 673 2.56% 63
50 or More Units 565 2.15% 23
Mobile Home or Trailer 64 0.24% 159
Boat, RV, Van, etc. 0 0.00%
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Ueoember 11, 2008
Dominant structure type Dominant structure type Dominant structure type Dominant structure type 3 to 19
units

2008 Estimated Housing Units by Year 2008 Estimated Housing Units by Year 2008 Estimated Housing Units by Year 2008 Estimated Housing Units by Year
Structure Built Structure Built Structure Built Structure Built
26,290
1999 to 2008 1,180 4.49% 60
1995 to 1998 171 0.65% 73
1990 to 1994 190 0.72% 78
1980 to 1989 643 2.45% 68
1970 to 1979 902 3.43% 79
1960 to 1969 1,383 5.26% 53
1950 to 1959 2,397 9.12% 67
1940 to 1949 3,015 11.47% 76
1939 or Earlier 16,408 62.41% 139

2008 Estimated Median Year Structure 2008 Estimated Median Year Structure 2008 Estimated Median Year Structure 2008 Estimated Median Year Structure
Built Built Built Built
1932
Dominant Year Structure Built Dominant Year Structure Built Dominant Year Structure Built Dominant Year Structure Built
1939 or
Earlier
MARKL1lN0 PLAN
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Ueoember 11, 2008
1ARG1 RUU5RULb 5GMN15 B PRUJC1 PRA5
From the demographic data within St. Louis City and areas just beyond, we are able to determine buyer behavioral
profiles that are the most likely to become Botanical Heights West home buyers.
Buyer profiles come from 66 behaviorally distinct Household Segments, called PRIZM Segments. Segments are
numerically ranked by socioeconomic status and provide information about likes, dislikes, lifestyles and purchase
behaviors. The numbers and titles relate to the overall wealth and lifestyle of the segment with number one being the
most affluent, in both income and lifestyle, of all 66 Household Segments. The following segments are targets for
Botanical Heights West.
The target segments for this development are broken down by phase. Phase One target buyers predominately already
live in the city and are early adopters. Phase Two target buyers may not currently live in the city, but can be drawn to a
successful city development. Finally, the target buyers for Phase Three require more time to see the Botanical
Heights West vision but will be drawn to the established development.
Target Segments
Phase
One
Phase
Two
Phase
Three
4 Young Digerati x
7 Money and Brains x
8 Executive Suites x
14 New Empty Nests x
16 Bohemian Mix x
22 Young Influentials x
24 Up and Comers x
26 Cosmopolitans x
29 American Dreams x
31 Urban Achievers x
35 Boomtown Singles x
40 Close In Couples x
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Ueoember 11, 2008
1ARG1 5GMN1 bFlNl1lUN5
Phase 1

Phase 2

MARKL1lN0 PLAN
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Ueoember 11, 2008
Phase 3

Phase 2

MARKL1lN0 PLAN
58
Ueoember 11, 2008
Phase 1

Phase 2

MARKL1lN0 PLAN
59
Ueoember 11, 2008
Phase 2

Phase 3

MARKL1lN0 PLAN
60
Ueoember 11, 2008
Phase 1

Phase 1

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Ueoember 11, 2008
Phase 3

Phase 1

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Ueoember 11, 2008

The zip codes on the following pages have the largest concentration of target segment households within the
St. Louis Core Based Statistical Area (CBSA).

Zip codes with the highest number of Phase One target segments are thus target areas for Phase One of
Botanical Heights West and so on. It is important to note that target household segments and their
corresponding target zip codes are not exclusive by phase, but cumulative. For example, when Botanical Heights
West enters into Phase Two of construction, Phase One target segments and zip codes are still important.

An additional 25-30 percent of probable Botanical Heights West buyers will come from Who Knows Where,
or areas that cannot be predictably mapped.
Zip Code Zip Code Zip Code Zip Code City City City City Total Total Total Total
Total Phase One Total Phase One Total Phase One Total Phase One
Target Segment Target Segment Target Segment Target Segment
Percent of Total Percent of Total Percent of Total Percent of Total
63102 Saint Louis 1,054 843 79.98 %
63104 Saint Louis 8,704 4,569 52.49%
63108 Saint Louis 10,797 5,090 47.14%
63109 Saint Louis 14,936 6,864 45.96%
63110 Saint Louis 7,966 3,894 48.88%
63112 Saint Louis 9,673 2,689 27.80%
63116 Saint Louis 20,634 6,724 32.59%
63117 Saint Louis 4,872 2,446 50.21%
63139 Saint Louis 12,167 6,321 51.95%
63143 Saint Louis 5,380 3,383 62.88%
Total Total Total Total 85,386 85,386 85,386 85,386 37,733 37,733 37,733 37,733 44.19% 44.19% 44.19% 44.19%
1ARG1 ARA5 B PRUJC1 PRA5
PRA5 UN 1ARG1 ZlP CUb5
MARKL1lN0 PLAN
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Ueoember 11, 2008

PRA5 UN 1ARG1 ZlP CUb5
63104
63109
63102
63108
63117
63116
63112
63110
63143
63139
MARKL1lN0 PLAN
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Ueoember 11, 2008

Abbl1lUNAL 1ARG1 ZlP CUb5-PRA5 1WU
62221
63114
63130
63088
62221
63103
63123
63119
63132
62226
Zip Zip Zip Zip
Code Code Code Code
City City City City Total Total Total Total
Total Phase Two Total Phase Two Total Phase Two Total Phase Two
Percent of Percent of Percent of Percent of
Total Total Total Total
62221 Belleville 10,401 1,536 14.77%
63088 Valley Park 3,360 976 29.05%
63103 Saint Louis 3,076 450 14.63%
63119 Saint Louis 14,696 2,011 13.68%
63114 Saint Louis 14,991 990 6.60%
63123 Saint Louis 21,851 3,810 17.44%
63130 Saint Louis 13,116 2,751 20.97%
63132 Saint Louis 6,227 1,100 17.67%
62226 Belleville 11,808 725 6.14%
MARKL1lN0 PLAN
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Ueoember 11, 2008
Abbl1lUNAL 1ARG1 ZlP CUb5-PRA5 1RR
Zip Code Zip Code Zip Code Zip Code City City City City Total Total Total Total
Total Phase Three Total Phase Three Total Phase Three Total Phase Three
Percent of Total Percent of Total Percent of Total Percent of Total
62234 Collinsville 14,054, 1,178 8.38%
63031 Florissant 18,785 599 3.19%
63042 Hazelwood 8,577 578 6.74%
63105 Clayton 6,409 1,793 27.98%
63144 Saint Louis 4,384 508 11.59%
63122 Saint Louis 16,128 1,708 10.59%
63126 Saint Louis 6,627 54 0.81%
63128 Saint Louis 12,404 385 3.10%
63146 Saint Louis 13,706 1,122 8.19%
63301 Saint Charles 19,072 1,570 8.23%
63303 Saint Charles 18,087 2,167 11.98%
62234
63122
63144
63105
63042
63031
63146
63128
63126
63031
63303
MARKL1lN0 PLAN
66
Ueoember 11, 2008
The S.W.O.T Analysis for Botanical Heights West should be completed in a marketing workshop approximately
three to six months into the life of the marketing plan. This analysis is intended to provide a realistic look at the
market at the start of the Grand Opening. S.W.O. T Analysis may be utilized as a recurring technique to regroup
and refocus the marketing plan.
1R 5.W.U.1.

51RNG1R5 WAKN555
UPPUR1UNl1l5 1RRA15
MARKL1lN0 PLAN
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Ueoember 11, 2008
BACKGRUUNb
What do we want target buyers and general public to
know about Botanical Heights West?
lun and eoleotio
New, emerging neighborhood
istorio preservation
0riginal and unique
Lasy to own
UBJC1lv
What are we trying to do?
Create positive homebuyer inertia
Create a lighthearted atmosphere that the
target oan't wait to be a part of
Promote Botanioal eights west as well as its
surrounding neighborhoods
Create a oommeroial/retail environment that
mirrors and supports the residential
51RA1G
How do we want to accomplish our objective?
using offbeat messaging and an eoleotio
atmosphere, oreate a development that is
unique to 3t. Louis and that will attraot
attention aoross the region
Create an urgent desire among the target
buyer to be on the forefront of this original
new home development.
Lighten the mood and provide sensory and
emotional relief from a serious eoonomio
oondition
1AC1lC5
What are the specific methods we want to use to exe-
cute the strategy?
website and web marketing
0utreaoh
Non traditional marketing
Lvents
Media
BRANb 1R bvLUPMN1
1ARG1
How would you describe the buyer?
3ingle or oouple, no kids
urban or willing to live urban
unique, possibly eooentrio
oung or young at heart
ousehold inoome of $50,000 to $200,000
Consider themselves outting edge
Lnjoy off-the-beaten-path looales and
aotivities

MARKL1lN0 PLAN
68
Ueoember 11, 2008
K BUR BNFl1
What is the single most benefit the buyer should take away from any messaging about
Botanical Heights West?
MU1lUNAL BNFl1
1he feeling that the right type of development for them has finally oome to 3t.
Louis. 1he plaoe where they oan brag about living and feel free to be their
offbeat, original selves
PR5lCAL BNFl1
An affordable home in a oonvenient looation with unique amenities
K M55AG
What is the main thought that we need to communicate?
Live in a visually stunning neighborhood on the forefront of 3t. Louis housing in
an up and ooming neighborhood
5CUNbAR M55AG
What other thoughts do we need to communicate?
Marketplaoe wonderland
Botanioal 0ardens/1ower 0rove Park
istorioal preservation
3ustainability
BRANb 1R bvLUPMN1
MARKL1lN0 PLAN
69
Ueoember 11, 2008
1AC1lC5
Please note that all tactics listed in this section are budget scalable. Zanola Company is available for complimentary conver-
sational consulting or can be contracted on a fee basis for help with planning, design and execution of all tactics and sup-
porting materials.
vN15
The following events are designed to attract individuals that fit the buyer profile for Botanical Heights West. All events are
designed with the interests of the target in mind. They are intended to showcase the unique and beautiful Botanical
Heights West neighborhood as well as attract attention throughout the St. Louis Area.
As much as possible, events will take place on the streets of the development. The models will be open for display and will
invite walk through traffic but the main focus of the events will be on the neighborhood and community. The following
events are certainly intended to increase awareness and sales for Botanical Heights West, but promotion of all surrounding
neighborhoods is equally important. The targets exploration of nearby communities and their comfort level with the area
is a major catalyst for the success of Botanical Heights West.
Events will be worked into the sales phases to create surges of activity at strategic points during the development of the
project and to highlight key aspects of Botanical Heights West. The Garden District Commission or its appointed mar-
keting management company will plan and manage all events. However, sales representatives must provide logistical
assistance and more importantly, will be primarily responsible for event attendance recruitment.
NlGRBURRUUb M1lNG,PR55 CUNFRNC
Before groundbreaking, The Garden District Commission should hold an open neighborhood meeting, inviting current
homeowners, Botanical Heights East homeowners and surrounding residents and businesses to ask questions. Materials for
this conference should include a Botanical Heights West fact sheet and FAQ piece.
GRUUNbBRAKlNG
Groundbreaking ceremonies are important for public and press perception. It is not necessary to host a lavish party, but
important to invite local influencers and dignitaries as well as to create a unveiling moment. It can be the announcement
of the Grand Opening date, the first MarketPlace Wonderland tenant, the unit mix of Phase One or the development
theme but an information announcement can give the feeling of attendee exclusiveness and can garner media attention.
GRANb UPNlNG
We recommend that the Grand Opening for Botanical Heights West be held in the Spring of 2010. The Grand Opening
for the residential portion of the development should coincide with the Grand Opening of one or two MarketPlace
Wonderland tenants. Recommendations for Grand Opening
attractions include:
Live musio
3treet vendors
A Mad atter's 1ea Party" performanoe
Marketplaoe wonderland free gifts" or tastings
3end all Botanioal 0ardens visitors to the Botanioal eights
west 0rand 0pening by opening the oonneoting walkway and
plaoing oolorful signage that reads: 1his way 1o 1he 0ar-
den's wonderland"

MARKL1lN0 PLAN
70
Ueoember 11, 2008
PAR1NR5RlP vN15
The Missouri Botanical Gardens and Tower Grove Park are two very important allies in the success of Botanical
Heights West. As much as possible, connect with all events at these two locations. Recommendations include:
Create attention grabbing Alioe in wonderland/0arden wonderland promotional pieoes with features
of Botanioal eights west and walking, biking and driving direotions to the oommunity. Plaoe them at
all Botanioal 0ardens and 1ower 0rove Park Lvents
Continue oreative signage used at 0rand 0pening through busy periods at 1ower 0rove Park and 1he
Botanioal 0ardens
3ponsor and provide food for 1ower 0rove Park's lree 3ummer Conoert 3eries and 1he Botanioal
0arden's lall Conoert 3eries
0ffer model homes as venues for 1he Botanioal 0ardens adult eduoation olasses. lor example, an
organio oooking olass oan be held in the kitohen of a Botanioal eights west model or a 1ai Chi olass
oan be held in the oommon area of the neighborhood
Lxtend holiday 0arden events to inolude Botanioal eights west
3ponsor 1ower 0rove Park fundraisers.
3ponsor and have a heavy marketing presenoe at Pride lest, the lestival of Nations and all other
looal events and festivals
Promote all Botanioal eights west events through 1ower 0rove Park and 1he Botanioal 0ardens

FARMR5 MARK1
Designate a Saturday morning , or all Saturday mornings to host an outdoor Farmers Market where local
growers from all across the region can come to sell their produce. Botanical Heights West models will, of course,
be open for walk through traffic at this and all events.
GP5 CARAvAN
Host the St. Louis Gypsy Caravan or create a similar flea market with local merchants, street vendors and
souvenir Botanical Heights West re-usable shopping bags.
1A51 UF 1UWR GRUv
Invite local restaurants to preview their best dishes on the streets of Botanical Heights West. Each restaurant will
have their own booth and attendees are invited to find out which restaurants in the area will become their new
favorites. Include, of course, Marketplace Wonderland eateries.
5UMMR CARNlvAL
Put on an old fashioned carnival in the dog days of summer. Include all of the classic rides and games,
carnival food and live music.

ClRqU bU GARbN
Turn the streets of the Garden Wonderland into a circus filled with street performers, magicians and
clowns. Allow visitors to walk the streets and interact with the performers or take a seat in the common
spaces or Marketplace Wonderland and watch the action.

UU1bUUR 1RA1R
Hire a local acting crew to put on a play. Set up couches for viewing and offer food, wine and souvenir
playbills. Consider a monthly attraction.
MARKL1lN0 PLAN
71
Ueoember 11, 2008
MblA 1AC1lC5
RAblU ANb PRlN1
At this time, print and radio media should be event or promotion driven. The St. Louis Post Dispatch, the Riv-
erfront Times, Suburban Journals, St. Louis Magazine, Alive and similar publications can be used prior to a pro-
motion or event to boost attendance and recognition along with 90.7 KWMU and other target radio stations.
Local print and radio media can also be used sporadically to test the market. For example, run a small adver-
tisement for 3 to 4 consecutive weeks and track its lead generation effectiveness. Also consider highly localized
and more inexpensive town or niche publications and stations, such as The Healthy Planet and 89.1 The Wood.
blRC1 MAlL
Direct mail can be a powerful attention grabber and information sharing tool when it is used appropriately. It
will be important to mail only to specific targets and only something to capture interest. For example, an Alice in
Wonderland deck of cards with a fact or feature about Botanical Heights West on each card. Direct mail should
also be used for personal invitations to events.
WB 1AC1lC5
Web marketing is one of the most important and low cost tactics in this marketing plan. The importance of
speaking to the Botanical Heights West target where they pay the most attention, the internet, cannot be
stressed enough.
FR Ll51lNG5
The target market for Botanical Heights West is web savvy. They book travel, buy stocks, read their daily news
and research most purchases online. To reach them where they already spend a lot of time, post classified adver-
tisements three times a week on online classified sites such as backpage.com, craigslist.com, oodle.com, kijiji.com
and others.
Listing on these sites is free, however it is recommended to use professional templates from Classified-
FlyerAds.com, these templates have links to additional photos, videos and mortgage calculators. The cost is $6.00
per template, or around $12.00 per month for unlimited templates.
BLUG5 ANb FURUM5
Google St. Louis, MO forum or St. Louis, MO blog and hundreds of sites are listed. Become familiar with the
most popular of these online communities and start posting! Become the online authority for all things
Botanical Heights West and offer information, photos and progress and neighborhood updates to readers. Fo-
rum posting and blogging must be done no less frequently than once a week.
MAlL BLA515
Use visitor registrations and website information requests to capture email addresses of target buyers and send bi-
weekly information about Botanical Heights West. Quirky headlines and useful information can keep emails
from getting deleted. Offer coupons to retail, invitations to events and neighborhood updates. To keep from
being spam listed, utilize a third party email marketing program such as ConstantContact.com.
UU1UB
Videotape all events, virtual model tours, neighborhood views, etc. and upload to YouTube weekly. Link back to
the Botanical Heights West website by inserting videos into the blog.
MARKL1lN0 PLAN
72
Ueoember 11, 2008
FACBUUK
Create and maintain a Facebook page for Botanical Heights West. Find, join and start discussions in St. Louis Area
groups. Seek out the target buyers and initiate conversation.
WB AbvR1l5lNG
Paid website advertisement should be used as a supplemental media tactic. Flash webs ads and cost per click adver-
tisements that direct the target to the Botanical Heights website are relatively inexpensive and easy to narrowly tar-
get.
BU1ANlCAL RlGR15 W51 WB5l1
A concise, clear and engaging website is a major factor in turning lookers into potential buyers. It is recommended
that the website for Botanical Heights West feature the following:
ome Page ome Page ome Page ome Page- Uown the rabbit hole. A oreatively designed flash home page that allows the potential to
enter Botanioal eights through the rabbit hole" will reduoe bounoe rates and engage the buyer. 1his
theme should be oontinued throughout the website.
0nline 3ales Consultant 0nline 3ales Consultant 0nline 3ales Consultant 0nline 3ales Consultant - A designated sales representative that answers all questions related to
Botanioal eights west, sets appointments and oonneots with the potential buyer on the first level of the
buying prooess. 1he 0nline 3ales Consultant is available for instant ohat when they are online and have
message taking system when they are offline.
lnteraotive unit Mix and Prioing 3eotion lnteraotive unit Mix and Prioing 3eotion lnteraotive unit Mix and Prioing 3eotion lnteraotive unit Mix and Prioing 3eotion - -- - Allow potential buyers to view an overhead, mapped unit mix of
the entire development. Clioking on a building will provide floor plans and prioing information.
Planned Amenities Map Planned Amenities Map Planned Amenities Map Planned Amenities Map - An overhead view of the final pioture of the development, inoluding amenities.
3tandards and 0ptions 3eotion 3tandards and 0ptions 3eotion 3tandards and 0ptions 3eotion 3tandards and 0ptions 3eotion - Lxplains all standards in Botanioal eights west and oleanly lays out
options and prioing.
Photo 0allery Photo 0allery Photo 0allery Photo 0allery - Contains oonstruotion photos, exterior and interior photos, lot photos and model and
event photos. lnoludes a omeowner Pioture 0allery with piotures of owners in front of their home.
lrame these photos and give them as housewarming gifts to Botanioal eights west buyers.
Blog Blog Blog Blog - 3ales representatives will keep a blog about Botanioal eights west events, neighborhood events,
retail updates, eto.
Neighborhood Links Neighborhood Links Neighborhood Links Neighborhood Links - -- - A seotion with link to looal shopping, dining, events, news, eto.

NUN~1RAbl1lUNAL MARK1lNG
The following non-traditional tactics will undoubtedly attract traffic to the Botanical Heights West neighborhood.
They are designed to attract attention to the website and create community buzz.
51R1 PRFURMR5
Hire Alice in Wonderland street performers with clear signage that directs audiences
to Botanical Heights West. Examples include:
A lost Alioe looking for her way home
A giant rabbit looking for Alioe
A mad, travelling tea party
1he ueen of earts and walking oards
1weedle Uee and 1weedle Uum
1he Cheshire Cat

MARKL1lN0 PLAN
73
Ueoember 11, 2008
3b 5lbWALK AR1
Hire artists to draw 3D sidewalk chalk art in heavy traffic areas near Botanical Heights West. This attention getting
artwork should relate directly to the Garden Wonderland theme and direct the onlooker to the site or to the Botani-
cal Heights West website.

UU1RACR,PUBLlC RLA1lUN5
Community outreach is the new forefront of new homes and retail marketing. The effects of this low cost, grassroots
marketing are substantial and measurable. Sales Consultants will be responsible for maintaining area outreach as well
as web outreach. They will follow a weekly maintenance schedule and provide updates on their progress. Outreach
activities are meant to target potential homebuyers as well as home buying influencers. It will be important to ex-
tend the scope of the following outreach schedule to include Sales Representative initiated and organized open
houses, meet and greets and other events for these influencers.
UU1RACR R5PUN5lBlLl1l5
Call and visit looal business to develop relationships, find out about their oustomer oommunioation
strategies and develop partnerships.
visit looal realtor offioes to spread the word about Botanioal eights west.
Researoh, oall and visit looal assooiations to form partnerships and inquire into their member
newsletters, bulletins and emails.
Uistribute Botanioal eights west flyers and supporting materials.
Researoh possible events for sponsorship or partioipation opportunities.
Researoh, email and oall looal aooess programming to inquire into paid or unpaid on air presenoe.
Refresh online listings.
write and distribute a press releases regarding Botanioal eights west. Peruse the newspapers and looal
magazines for artioles relating to real estate, the housing orisis, looal builders, oity development, eto. and
send a oustomized release that referenoes the artiole direotly to the author.
Uisoover area online oommunities to join.
Blog about ourrent Botanioal eights west events, promotions, looal topios of interest and sales
information.
Beoome a man on the street" at busy times in surrounding high foot traffio areas. Pass out information
and engage in oonversations about Botanioal eights west. Ask questions of passersby and oonsider
video taping oonversations for ou1ube uploading.
MARKL1lN0 PLAN
74
Ueoember 11, 2008

UU1RACR 1RACKlNG
It is important to keep a strict schedule for outreach and mandate that all Realtors or sales representatives follow
the schedule as a requirement to have the Botanical Heights West listing. Track outreach activity and its results.
This can be done through Microsoft Excel or some Customer Relationship Management programs.

MARK1lNG FlNANC UP1lUN5
Enlist a bank that will offer creative, but safe financing options such as 2 to 1 buy downs, lease purchase op-
tions and FHA loans. Market these finance options and the monthly payment associated with them as much as
the homes themselves.
5AL5 MA1RlAL5
The Garden District Commission will need to create point of sale materials for Botanical Heights West ,
including but not limited to:
lloor plans, elevations and prioing for all models
Amenity map and desoriptions
Neighborhood information
A oalendar of events
0ptions and upgrades

1ARG1 MARK1PLAC WUNbRLANb 1NAN1 5AL5 MA1RlAL5
Additional sales materials are required to be used when presenting Botanical Heights West to target Marketplace
Wonderland tenants: These materials should include, but are not limited to:
3quare footages, floorplans and storefronts of available retail/oommeroial spaoes
Portions of the Botanioal eights west marketing plan
A rates and amenities matrix.

Monday Tuesday Wednesday
Follow up with weekend traffic and all
prospects
Blog
Update online listings
Research possible events
Call local businesses
Read weekend news and distribute
customized press releases
Visit local businesses
Lunchtime man on the street
Visit local associations
Visit realtor offices
Distribute flyers and other materials
Blog
Research, email and call local television
Thursday Friday Saturday Sunday
Visit local businesses
Visit local associations
Visit realtor offices
Distribute flyers and other materials
Blog
Research online communities
Call local associations
Nightlife Man on the
Street Blog
XAMPL UU1RACR 5CRbUL
MARKL1lN0 PLAN
75
Ueoember 11, 2008

5lGN 51RA1G
A well designed signage program is a key element in directing potential home buyers and retail customers to the
site and previewing an experience once they have arrived at the development. Signage communicates and provides
potential buyers with a greater understanding and longer lasting impression of their experience. Hire a competent
designer to extend the Garden Wonderland theme to all signage without overdoing the experience.
Signage program elements are classified under the following categories:
Lxternal 3ignage Lxternal 3ignage Lxternal 3ignage Lxternal 3ignage - Lxternal signage is any signage outside of the site. Lxternal signage for Botanioal eights
west should oonsist of:
Uireotional 3ignage found at major interseotions and looal interseotions near Botanioal
eights west and looal hangouts
Light Pole 3ignage found on street lamps within Botanioal eights west and nearing
Botanioal eights west
lnternal 3ignage nternal 3ignage nternal 3ignage nternal 3ignage - lnternal signage is any signage within the development that features Botani-
oal eights west. lnternal signage for Botanioal eights west should oonsist of:
Model yard signs that feature information about the model
3ite signs that offer information about rehabilitation teohniques, historioal preservation information or
new oonstruotion faots.
Community Lntranoe 3igns that provide a sense of arrival and pertinent information about Botanioal
eights west
Model Plaoards Model Plaoards Model Plaoards Model Plaoards - -- - Model Plaoards are small, framed signs plaoed throughout the Botanioal eights west
Model(s) that point out standard features and options.

X1Nb A RLPlNG RANb
While the owners of the commercial/retail portion of Botanical Heights have a personal responsibility for the suc-
cess of their business, the Garden District Commission must play an active and supporting role in their marketing
efforts. Promote the retail/commercial developments with every residential marketing effort and provide assis-
tance, materials or support as needed to business owners. The success of Botanical Heights West is dependant on
equal promotion of residential and commercial sales. Ensure commercial success by utilizing the following recom-
mendations:
1ying the MarketPlaoe wonderland into all events, outreaoh and advertisements
Create and plaoe MarketPlaoe wonderland signage that is equal to that of Botanioal eights west
Create a publio website for the MarketPlaoe wonderland and link to it from the Botanioal eights west
website
Create additional 3U sidewalk art speoifio to the MarketPlaoe wonderland
lnolude the MarketPlaoe wonderland in all Botanioal eights west direot mail oampaigns
Create and exeoute events that foous on the MarketPlaoe wonderland

MARKL1lN0 PLAN
76
Ueoember 11, 2008
BUbG1 ANb 5AL5 GUAL5
The marketing budget for this plan is $194,250. This is based on the rule of thumb that one percent of the
expected gross revenue of a new homes development is reserved for marketing. Using the anticipated average
closed sale price of a home in Botanical Heights West the marketing budget formula is as follows:
Average Closed 3ale Prioe =$185,000
$185,000 x 105 ( number of reoommended units in Botanioal eights west) =
19,425,000 x 1= $194,250

The one percent budget for this plan is for marketing activities, supplies, printing, ad costs, event costs, etc.
Sales Pipeline Goals
Deadline Prospects in Pipeline
11/1/2009 240
8/1/2010 340
11/1/2010 340
2/1/2011 440
8/1/2011 320
2/1/2012 420
5AL5 PlPLlN
The pipeline refers to the number of potential buy-
ers that are needed going into each phase to meet
the sales goals outlined for the project. Numbers are
calculated based on a goal of 7 percent prospect to
sale conversion rate.
Please note: this is the number of new prospects in
the sales pipeline at the beginning of each phase.
Phase One A Phase One B Phase Two A Phase Two B Phase Three
A
Phase Three
B
Date Range 3/1/2009-
10/1/2009
10/1/2009-
6/1/2010
6/1/2010 -
2/1/2011
2/1/2011-
10/1/2011
10/11/2011-
6/1/2012
5/1/2012-
3/1/2013
# of Units 12 17 17 22 16 21
Budget Dollars $46,620.00 $25,252.50 $25,252.50 $34,965.00 $25,252.50 $36,907.50
% of Budget 24.00% 13.00% 13.00% 18.00% 13.00% 19.00%
MARKL1lN0 PLAN
77
Ueoember 11, 2008
bA5RBUARb
2009 2010 2011 2012
3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5
Phase One A Phase One B Phase Two A Phase Two B Phase Three A
2012 2013
6 7 8 9 10 11 12 1 2
Phase Three B
MARKL1lN0 PLAN
78
Ueoember 11, 2008
1AC1lC5 B MARK1lNG 51AG
PRA5 UN A
Researoh, ohoose and train on a Customer Relationship Management program
Contaot banks regarding finanoing programs
1rain Botanioal eights west 3ales Representatives on finanoing programs
write, design and print sales materials
Create web listings and begin posting
Begin researohing and posting on 3t. Louis blogs and forums
Researoh and begin paid web advertising
3et up laoebook page and begin networking
Conoept and begin website
Uesign and produoe flyers and supporting materials
Begin outreaoh and publio relations oampaign and set in plaoe a traoking system
Plan and host Neighborhood Meeting
Plan and host 0roundbreaking Ceremony
Begin oonoepting and making oontaots for partnership events
Merohandise model(s)
Begin street performer and sidewalk art oampaigns just before 0rand 0pening
Plan, promote and host 0rand 0pening Lvent
Begin weekly email blasts
lind signage souroes, begin produotion and plaoement
PRA5 UN B
0o live" with full website
Continue web listings
Continue posting on 3t. Louis blogs and forums
Continue outreaoh, publio relations and traoking
Continue paid web advertising
Continue laoebook networking
Plan and host two partnership events, one lall event and one 3pring Lvent
Continue signage oampaign
Continue street performer and sidewalk art oampaigns
Continue weekly email blasts
PRA5 1WU A
Plan and host two partnership events, one 3ummer event and one lall Lvent

MARKL1lN0 PLAN
79
Ueoember 11, 2008
PRA5 1WU B
Plan and host two partnership events and one 3ummer event
PRA5 1RR A
Plan and host two partnership, one lall and one 3pring event
PRA5 1RR B
Plan and host two partnership events, one 3ummer event and one Closeout event

MARKL1lN0 PLAN
80
Ueoember 11, 2008
MRCRANbl5lNG 1R MUbL5
Merchandising the model homes to suit the Botanical West Household Segments is essential in creating an environment in
which a Botanical Heights West homebuyer can connect with the home on an emotional level. The following simple mer-
chandising techniques can often become deciding psychological purchasing factors.
PRA5 UN
Looal, eoleotio retailer paokaging and bags
Apple aooessories
New ork 1imes
1he New orker
Rolling 3tone Magazine
3pin Magazine
lnternational wine
3t. Louis Post Uispatoh 3unday Ldition
Linstein Brothers Bagel paokaging
Piotures from domestio travel
Modern jazz musio
Playstation 3 or wii gaming system
Photography equipment
Puma brand paokaging
3nowboarding equipment
Laptop
3ootoh
Creative living spaoe
PRA5 1WU
Nordstrom paokaging
Lord and 1aylor paokaging
Apple aooessories
Cruise photos
lnternational travel photos
0odiva
ome offioe
wall 3treet 1ournal
1he New orker
Charity newsletters
1ennis equipments
L.L. Bean oatalog and merohandise
1ravel and Leisure Magazine
Library

1. Crew paokaging
Rolling 3tone Magazine
vogue Magazine
Lntertainment weekly
Adventure sports piotures and equipment
Camping equipment
PRA5 1RR
Banana Republio paokaging
1. Crew paokaging
3nowboarding Lquipment
Laptop
ome 0ffioe
Apple aooessories
1ennis equipment
Business suit
Lord and 1aylor paokaging
New ork 1imes
1he New orker
3hape Magazine
3kiing equipment
wall 3treet 1ournal
Lxeroise equipment
Cigars
lmported wine
Barbeque pit
1he Limited paokaging
Adventure sports photos
MARKL1lN0 PLAN
81
Ueoember 11, 2008
CUNCLU5lUN
The recommendations in this plan are based on focused research within the context of the St. Louis City, Missouri
Area new homes and redevelopment market, economic, demographic, and residential population data as well as
competitive products, development and home design, desirability of location and other trends pertinent to the
market opportunity of Botanical Heights West. Adhering to the thoroughly researched recommendations in this
study will be integral in becoming one of the top performing communities in the City of St. Louis.
Please reference the Market and Feasibility Study and Retail Optimization Analysis, also provided by Zanola
Company, for additional research and recommendations regarding the commercial store front parcels of Botanical
Heights West and for market conditions and feasibility of Botanical Heights West.
Any member of the Garden District Commission or any team member utilizing the research or recommendations in
the Botanical Heights West Residential Market and Development Study, Retail Optimization Analysis or the
Development Marketing Plan is advised to contact Zanola Company for updates, continuing participation and
additional services.

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November 13,2008

Betanlcal Relghts West

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