Location Ventures
Habitat Brand ID & Design
Prepared by Green Dot Advertising — December 12th, 2017
Objectives & Marketing Strategy
Position Habitat as a centrally located, ecologically responsible live / work platform offering an ecosystem of accommodations and amenities catering to young professionals who desire an urban lifestyle at attainable price points, while also experiencing a sense of community.
Design & Marketing Strategy:
While the initial focus is to create and design the brand, future initiatives include ongoing marketing campaigns to maximize occupancy rates. Since the developer intends to operate Habitat as a rental property once construction is completed, ideally the marketing is “designed in” to the brand. That’s why we have included the research and development of the marketing strategy as a highly recommended, but optional component of this project.
This proposal includes developing the brand architecture and initial sales collateral the developer needs to enroll key stakeholders into the project. Green Dot will work with the developer’s in-house consultants to explore brand positioning concepts and consult on marketing strategy as needed.
As the project progresses into future phases, please consider that Green Dot can also assist with the content creation and execution of the marketing strategy to drive brand awareness and demand for the Habitat concept.
Marketing Strategy
Marketing Strategy
Working together, the agency and the client define objectives and KPIs for the Habitat business model. The agency then conducts the market research to discover and define the target personas and relevant marketing strategies to engage and convert them. The final deliverable is a comprehensive report, include media spend projections.
Includes the Following:
- Concept discovery and brainstorming
- Market research
- Competitor discovery and analysis
- Target persona development
- Communications strategy
- Marketing Strategy
- Media channel recommendations
- Media spend projections
Logo & Brand ID
Logo & Brand ID
A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.
Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we deliver three (3) distinct, finished concepts with a variety of brand touch points. Clients can select the appropriate brand ID for their business venture with confidence when they see the entire brand in action.
This project includes three (3) distinct design concepts for the website home page, business card layout and print ad design along with the logo and tagline concepts. Our process includes a complete brand architecture study in a single round.
Includes the following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Bbusiness cards
- Website home page design
- Print Ad Design
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to tell the story and seed the website with engaging content.
Habitat is a unique story with lots of nuance. The best way to convey the passion the developer has for the project is by allowing the audience to receive the message directly from the source. We envision one video featuring the developer speaking about the project, along with voice-over narration, and a second b-roll video with no audio looping on certain sections of the website.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting stills
- (45) Color corrected high resolution images
- (1) concept overview video with VO – 120 seconds
- (1) 90 second looping b-roll video clip for website – no audio
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day of photography
- Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full day of video
- Canon C100 Mark ii
- Pro light kit
- Pro audio capture
- Inspire 2 drone
- DJI Osmo +
Website Scope of Work
Website Development Scope of Work
Develop an engaging website for Habitat to showcase the concept and enroll support from key stakeholders.
The Habitat website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow the client to add or edit content. The site will be designed for desktop computers and include mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
Website Content Outline
- HomeB-roll video header
Habitat concept intro - link
Live teaser - link
Work teaser - link
Amenities teaser - link
Blog - link
---
CTA - HabitatCo-live, Co-work Rentals
-Developer Video-
Affordability
Mobility
Responsibility
-b-roll video-
Platform
---
CTA
- Live - 4 pgsThis section allows users to explore each type of unit. Content will be setup as independent landing pages to support future marketing campaigns with relevant content and message match. The overview page allows users see key unit specs.
Intro
Description
Floor Plan
Common Areas
Media Gallery
---
CTA- Residences Overview
- Micro Unit
- Quad
- Apartment
- WorkIntro
Hot desks
Offices
Services
Media Gallery
---
CTA - AmenitiesIntro
Entertainment
Dining
Gym
Rooftop Garden
-b-roll video-
Healthcare
Retail
---
CTA - BlogArticle List Interface
Article Detail Interface - AboutIntro
Phase 1
Phase 2
Developer
Management Team
- LocationsGeneral Contact Form & Location Map
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Presentation Deck
Presentation Deck
A professionally produced sales presentation deck will help the developer pitch the concept and stand out during the process. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and create a lasting impact.
Consider adding video or multimedia components to help establish reputability and to help explain the nuance and details that make the project so unique.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
Print Advertising
Print Advertising
Print ads reach targets with similar interests and provide an important touch point for brand awareness campaigns.
Select lifestyle and in-flight publications may be relevant for Habitat when targeting certain segments of the audience and for generating brand awareness with communications that are relevant and memorable.
Born a design studio, Green Dot knows how to leverage print for maximum impact and deliver your message in way that gets recalled and prompts action.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Services Summary & Pricing
Services Summary & Pricing
Marketing Strategy
Services include:
- Concept discovery and brainstorming
- Market research
- Competitor discovery and analysis
- Target persona development
- Communications strategy
- Marketing Strategy
- Media channel recommendations
- Media spend projections
$4,500
Brand ID & Logo Design
Services include:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- Print Ad Design
- (2) sets of revisions
$12,500
Custom Video Production
Video services include:
- Pre-Production Planning & Account Service
- (1) Full Day w/ Canon 5D Mark iii
- (1) Full day w/ Canon C100 Mark ii
- Pro lighting equipment
- Pro Audio equipment
- (45) Color corrected high resolution images
- (1) concept overview video with VO – 120 seconds
- (1) 90 second looping b-roll video clip for website – no audio
$15,000
Website Design & Development
Includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$17,500
Print Ad Design
Includes the following services:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
$1,800 (included w/ brand ID)
$250 for resizes
Sales Presentation Deck
Includes the following services:
- Account service
- Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
$4,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Marketing Strategy | $4,500 | |||
| Brand ID & Logo Design | $7,000 | $5,500 | ||
| Video Production | $7,500 | $7,500 | ||
| Website Design & Development | $5,000 | $7,000 | $5,500 | |
| Print Ad | $250 | |||
| Presentation Deck | $4,500 | |||
| Monthly Totals | $11,500 | $18,000 | $14,750 | $10,000 |