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1983… The “Donald” was still with Ivana. Paris
Blueprints . Building codes . Then we’ll shout your story from the
Be aring walls . rooftops by delivering print, direct mail,
Sure, these are all components of sound environmental design, multimedia, website
real estate development. But something design, email campaigns, presentation
even more fundamental brings a real centre material, promotional buzz,
estate project to life – a compelling story. all through memorable branding. At every
phase of your development we’ll be there
DfR is a full service design agency that to help tell your story – each piece unique,
has been helping real estate developers, but all speaking with a single voice.
marketers, and builders tell their stories for
over 20 years. We listen closely, look deeply, How do we
and think boldly, combining the time tested me asure success?
traditions of storytelling – words, pictures, We believe that in a good story you
and possibilities – with today’s leading will recognize yourself. But in a great
design technologies. story, your customers will recognize
themselves – who they are, the things
We understand that every real estate they value, the dreams they hold.
project is unique. To find the story in your
unique project, we look at all the angles.
What’s its origin? What’s the game
plan? Who’s interested? And why?
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Randall Smith
Monte Cristo Resort Cozumel
Birmingham, AL
Hi Randall,
Thank you for asking Design for Real Estate (DfR) to quote on the Monte Cristo Resort in
Cozumel, Mexico. This is an exciting project that offers unique timeshare opportunities,
best-in-class amenities, and ocean-frontage on world-renowned Cozumel Island.
We’re keen to explore this opportunity with you, and with nearly two decades of resort and
residential real estate marketing experience, it’s a project we’re well suited to.
The attached estimate is based on DfR creating the Monte Cristo brand and applying that
identity to key print and interactive marketing collateral designed to help drive leads to
your sales agents. The proposal focuses on supplying you with the marketing tools needed
to maximize the potential of your lead generation system (database of 680,000), cruise
ship traffic (485,000/monthly), and other sales channels.
As discussed, we can also quote on the graphic design requirements for the
Sales/Presentation Center in Cozumel, should you decide that this is required. We would
quote on this separately, as Phase II of the Monte Cristo Resort Project.
Following the estimate, I’ve included an overview of our capabilities and portfolio samples
for your colleagues who may not be familiar with DfR. I’ve also included a few brochure
samples from some of our recent resort and luxury residential projects.
Once again, Randall, thank you for the opportunity to present you with our proposal. From
the appeal of owning affordable beach-front, to the best-in-class amenities, we believe that
the Monte Cristo Resort in Cozumel has a number of great stories to tell. We look forward
to bringing these stories to life. I will call you next week for your thoughts and feedback on
this proposal. In the meantime, please contact me at your convenience if you have any
questions.
Sincerely,
Mark Ross
Account Director, Design for Real Estate
The following is a breakdown of project activities and estimates for the design and
development of the marketing campaign for the Monte Cristo Resort project in Cozumel,
Mexico. Our approach is to provide you with key marketing collateral – and in the right
sequence – to maximize the potential of your lead generation system (database of
680,000), cruise ship traffic (485,000/monthly), and other sales channels. You’ll notice
that the estimate includes the elements I sent you in an earlier email, as well as a few
additional items that we feel will have an impact on your sales efforts, and should be
considered.
Strategy Session
In our experience, an on-site strategic planning session at the outset of a project is
invaluable. It enables the extended project team to discuss and come to agreement on
the overall marketing strategy, and sets the campaign’s broad creative direction. The
consolidated notes from the session also help to ensure that the project team stays on
the same page throughout the life of the project.
Strategy Session discussion points that would help determine the creative direction, as
well as what message and mediums will be most effective, could include:
• Buyer profile, behavior characteristics, and purchase criteria for primary,
secondary, and tertiary target markets
• Effects of current real estate and economic conditions on fractional-
ownership/timeshare resort properties
• Competitive Analysis – who are the real (other timeshare resorts), and potential
(all inclusive resort hotels, cruise operators, etc.) competitor, and what is our
advantage over them
DfR’s participation in this stage of the project includes a full-day of preparation and
research, and partaking in a full-day strategy session on-site with the extended project
team. Includes participation from the DfR team of three/four persons (Designer,
Design Director, Project Manager, and Copywriter), pre- and post-session team
briefing and debriefing.
$10,000 - $15,000
Notes:
• DfR will prepare for, participate in, and forward all our Strategy Session rough
notes to the client
• The client is responsible for any event facility or equipment rental, the hiring of a
facilitator, on-site expenses such as catering, meeting supplies, etc. should any of
these elements be required
• Travel and accommodation to and from the session location would be additional
expenses not included in the above figure
A d iv is io n o f F le m in g C r e at iv e G ro u p ww w .d e si g n f o r r e al e st at e .co m
Project Identity (name, logo & tagline)
Includes exploration and creation of theme, and showcasing options as mood boards
(mood boards depict a visual and graphic approach through pictures, colours, and
typography) to establish creative direction, from which the entire campaign will evolve;
concepting and presentation of name options (based on using/modifying the client-
supplied name ‘Monte Cristo’), as well as up to three logo and tagline concepts, colour
palette options, design refinement, and production of client-selected logo to final
electronic artwork.
Photography
Stunning photography is essential to any resort real estate project. Potential buyers
should see themselves in the images used to sell a resort project and the lifestyle it
represents. The budget may seem expensive, but it is crucial to the success of the
campaign, as it is applied to every component – from ads, brochures, and direct mail,
to the website, and sales center – and needs to be on a world-class level to speak to
this international audience.
A d iv is io n o f F le m in g C r e at iv e G ro u p ww w .d e si g n f o r r e al e st at e .co m
Advertising
Design, copywriting, and production to final electronic artwork of teaser, coming soon,
and grand opening ads using existing theme/concept, copy/image/graphic elements.
Production liaison and file transfer for initial insertions only.
Note:
Cost depends on the number of pieces in the print and email series, the series content
(i.e. design, production, and inclusion of a video or virtual tour will add additional
costs), and the specifications for each piece. The estimate does not include print
coordination/press proofing or printing fees; nor does it include management,
distribution, or metrics for the email campaign. These can be estimated when further
specifications are defined.
A d iv is io n o f F le m in g C r e at iv e G ro u p ww w .d e si g n f o r r e al e st at e .co m
Website
Design a website of approximately 20 pages. Based on input to date, the website will
focus on driving pre-lease leads/registration and would likely include the following
content sections: Homepage, Photo Gallery/Tour, Development Overview, Location
Map, Area/Project Amenities, Floor Plans, and Registration. This quote is intended as a
rough estimate only, as key design considerations (Flash vs. HTML, or hybrid site,
Video/Virtual Tour, Content Management Solution, Prospect Management Solution,
etc.) are still to be determined. Once the content and technical specifications are
confirmed, we’ll present a revised estimate.
$30,000 – $40,000
Note:
For the sake of comparison, the website we designed for Laguna Parkside
(www.lagunaparkside.com) cost approximately $35,000, and the site we created for
The Resort at Squaw Creek (www.squawcreekliving.com) cost roughly $65,000. In
both cases, photography, video, renderings, etc. were an additional expense.
Brochure
Design, image concept/search/selection (from client-supplied assets or from
purchased stock images – see previous item), copywriting, and production to final
electronic artwork, of a full-colour 12-page brochure (eight internal pages plus one
four-panel cover). Up to two sets of minor revisions are included, but once design
direction, format, and theme are committed to and work commenced, any significant
changes will be quoted on as a change order.
$20,000 - $25,000
Notes:
• Should the brochure require additional panels, budget $1,200 – 1,500 per.
• Printing estimates will be sourced once the brochure specifications have been
determined. We anticipate that it will cost $12,000 - $15,000 to print 1,000
brochures.
• Should a detailed area/amenities map be required, it would cost $3,000 - $4,000.
This includes research and referencing, drawing/illustrating/plotting, production
of legend (if required), production of map to electronic artwork (for further
application within brochure or presentation centre). Updates to an existing client-
supplied map would cost $2000 - $2,500 to illustrate/draw/typeset changes to
the map.
A d iv is io n o f F le m in g C r e at iv e G ro u p ww w .d e si g n f o r r e al e st at e .co m
Brochure Inserts (assuming 6 inserts)
One-sided, 8.5" x 11" site plan, features, floor plans, construction details, etc. Includes
design and production of final art of insert template, clean-up of floor plan files,
individual layout of content to template, production to final art, coordination, and
provision of electronic files.
Note:
Cost will depend on workability of files provided by the architect and amount of
conversion and clean-up required. We would liaise with your architect early in the
process.
Signage
Initial site audit, design, production to final electronic artwork, of main sign (including
“Coming Soon” and “Now Selling” add-ons), directional sign, A-boards, open hours
sign, display suite markers, parking sign, hoarding, Presentation Center exterior
signage, and billboards. Thought will also be given to how to modify signage (if
appropriate) for subsequent phases.
$6,500 - $8,500
Note:
• Quote does not include travel and accommodation expenses for site audit
• Fabrication or installation costs are additional, and can be quoted once the design
direction is established
• Installation depends on site conditions and bylaw requirements
Stationery
Design and production to final electronic artwork of Monte Cristo Resort branded
letterhead, envelope, business card template, thank you card/envelope, and guest
survey card.
$3,500 - $4,500
A d iv is io n o f F le m in g C r e at iv e G ro u p ww w .d e si g n f o r r e al e st at e .co m
BUDGET ESTIMATE SUMMARY
ADDITIONAL CONSIDERATIONS
• Custom Illustrations: if required, are additional and may be estimated once
requirements are understood and design style/direction is established.
• Print Supplier Liaison and Press Checks: If you would like DfR to liaise with print
suppliers on your behalf to facilitate the receipt of printing quotes and attend all
press checks, our time will be billed at an hourly rate of $111. Should you require
DfR to handle printing, all printing purchased through DfR is subject to an agency
mark-up of 20 per cent.
• Expenses: Courier, shipping, printing and manufacturing, travel time and related
expenses are additional.
• Deposit and Billing Procedure: The preceding prices are subject to final
specification, and are subject to refinement should the project scope be adjusted.
Prices are subject to applicable taxes, and expenses. Prices are valid for thirty (30)
days and are subject to escalation in materials and labour after that date. Upon
agreement of our proposal in principal, we will provide you with a Credit
Application, Letter of Agreement, Terms and Conditions, and a Request for
Deposit.
A d iv is io n o f F le m in g C r e at iv e G ro u p ww w .d e si g n f o r r e al e st at e .co m
Squaw Creek Associates
The Resor t at Squaw Creek
We understand that every real estate Process? You betcha. Last time we
project is different. Experience has also counted there were at least 72 steps
taught us that there are innumerable to complete a typical project. But your
elements involved in real estate campaigns. project’s not typical. Your project might
We appreciate these details. We are require 26 steps – or 81. Our collaborative
able to fine-tune our design process to process is designed to accommodate
accommodate your project’s specific you. Not the other way around.
requirements. But generally, one thing is
constant. We’ll need to ask a lot of questions
that get to the heart of your project.
We’ll want to hear about your vision,
learn about your preferences, and find
out about your competition. We’ll set up
an initial meeting to discuss your project,
explore the various components, and
hammer out all the nitty gritty details.
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