Advertising Program and Framework

This is an interesting outline for a start-up national advertising program. This type of document is a skeleton draft. It's purpose is to act a a catalyst for discussion and strategy. Some of the content is blocked our for privacy issues.


Advertising Program Coordination and Implementation Framework

for XXXX XXXXXXXXXXX  XX XXX

Summary

There are two parrellel advertising programs. First, for land release that requires complete branding
and story development. Second, for the builder  XXXX XXXXXXXXXXX  XX XXX  requires specialist home design
marketing. Target buyers at this time are the two growth markets of xxxx, xxxxx and the expanding market segments of xxxxxx xxx xxxxx xxxxx.

Three Stage Program Overview

Stage 1 - Establishment

Develop branding program

Develop internet program

Stage 2 - Implementation

Develop advertising resources

Develop site and corridor signage

Develop social marketing program

Stage 3 - Operation

Develop advertising schedule

Three Stage Schedule of Tasks

Stage 1 - Land Sales

1. Design brand for land sales and brand for specific site.

2. Design website for land sales brand.

3. Design mini target websites for target buyers.

4. Develop search engine optimisation.

5. Develop Google Adwords program.

Budget range: $22,000 to $48,000

Stage 1 - Home Builder Sales

5. Refresh brand for xxxx xxxxxx xxxxxxxx.

6. Design brands for target buyers xxxx xxxxx, xxxxxx, xxxxxxx and xxx-xxxxxxx.

7. Design websites.

8. Develop back-links program between land sales and builder sales.

9. Develop search engine optimisation.

10. Develop Google Adwords program.

Budget range: $22,000 to $48,000

Stage 2 - Land Sales

11. Develop advertising theme and story.

12. Develop TVC, Radio and Print Advertising material.

13. Plan location and implementation of site and corridor signage.

14. Commence social marketing through implementing a story content program.

Budget range: $48,000 to $88,000

Stage 3 - Operation

15. Continuing coordination of marketing metrics and results.

16. Continuing implementation and coordination of advertising programs.

Budget range: To be planned.

This skeleton draft provides a starting point to continue discussions.