The document outlines a marketing, public relations, and communications campaign plan for Garden East, a new serviced apartment building in Wan Chai, Hong Kong. The plan includes the following key elements: 1. An analysis of Garden East's target audiences, competitors, and the current market issues and opportunities. 2. Objectives to establish Garden East, increase occupancy rates and market share, and generate awareness of its features. 3. A variety of proposed communication tools and channels to engage targets, including press releases, facility tours, web and social media campaigns, partnerships, discounts and an opening ceremony. 4. Consideration of the target audiences' values and preferred channels to create a mutually beneficial

1. Prepared by:
Postgraduate Diploma in
Integrated Marketing CHEUNG Steve
Communications CONCEPCION Leo
LEE Astor
TSANG Phoebe
TSE Alice
Marketing Public Relations- Group 5
WONG Vic
Assignment Presentation
22 February 2009
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2. About Garden East
 28-storey building
 Ground floor - two shops
 2nd floor – restaurants, cafe
 3rd floor – a gymnasium,
a business centre and a multi-
function room with reading corner
 6th to 32nd floors - 216 serviced
apartments,
 Room types including studio and
one-bedroom units from 395 to 222 Queen's Road East,
Wan Chai, Hong Kong,
672 square feet. oppose Hopewell Centre and
Wu Chung House.
2

3. How its “Green”- Urban Oasis
 Designed to be environment-friendly,
• every unit at GardenEast has its own private balcony that helps
maximize the amount of sunlight while reducing energy
consumption.
• Interior fixtures and furnishings adopt a natural wood and green
colour scheme in each apartment
• Relaxed and assured, the overall ambience is in perfect harmony
with the natural environment.
 Three luscious gardens -- on the ground, on the fifth floor
podium and on the rooftop.
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4. Campaign subject
 Launch a relaxing "green" lifestyle – serviced apartment,
GardenEast is now available for lease.
 As an urban oasis experience, unique green landscaping to the
residents
 Dining and entertainment is right on your doorstep
 Provide high quality living environment and featured services to
residents
4

5. Evaluation of Current
Communications Issues and
Challenges
 Macro economic:
• Global financial crisis – companies and consumers have tight budgets
• Companies send less employees on overseas assignment
• Laying off of employees; some expats are sent back to their home
countries
 Micro economic:
• Saturation and competition in the service apartment market affect the
supply and demand
• Wan Chai redevelopment: the role of Garden East in this government
project
Strategy: Offer attractive and reasonable price to enjoy first-class
amenities and features
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6. Evaluation of Current Communications
Issues and Challenges
Compared with Others, GardenEast has:
 Three luscious gardens -- on the ground, on the fifth floor podium and
on the rooftop.
 The roof garden provides an airy BBQ area for family and social
gatherings.
 The gymnasium located on the third floor features an ultra-high ceiling
and full-height windows designed to create a sense of space.
- The facility is well-equipped with cycling machines, treadmills, steppers,
air walkers, multi-gyms, massage chairs and other amenities.
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7. Compare with Wan Chai
Serviced Size Rental Furnish Facilities
Apartment
V Wanchai 500 - 800 HK$ 26,000 - HK$ Fully- furnished Business centre
180 Jaffe Road, sq.ft. 42,500 per month room and
Wanchai, equipped
Hong Kong kitchenette
GardenEast 395 - 672 HK$17,00- Fully- furnished Business Centre service
222, Queen’s square feet HK$26,000 per room and Fully-equipped
Road East, 216 month equipped gymnasium / massage
Wan Chai apartments kitchenette chairs
28 floors BBQ facilities
private balcony
2nd coffee shop/cafe
Takan Lodge 372 – 502 HK$10,500 – Fully- furnished
199 Johnston square feet HK$15,500 per room and
Road, Wanchai 46 studio month equipped
apartments kitchenette
10 floors
Fraser Suites 422 - 833 HK$29,800 – Fully- furnished ultra-modern
Hong Kong sq.ft. HK$36,800 per room and gymnasium
month equipped
7 74-80 Johnston
Road Wancahi kitchenette
Rooftop leisure area
Business Centre

8. Compare with Central
Serviced Size Rental Furnish Facilities
Apartment
home2home - 500 - 1000 sq.ft. HK$ 30,000 - Fully- furnished
erba HK$ 39,000 per room and equipped
286 Queen’s month kitchenette
Road Central
Como Como 650 – 1300 sq ft. HK$26,000 – Fully- furnished
118 Hollywood HK$42,000 per room and equipped
Road, Central month kitchenette
Shama 500 - 1,250 sq.ft HK$ 28,500 - Fully- furnished Business Centre
Central 56 apartments HK$ 71,000 per room and equipped
26 Peel Street, month kitchenette
Central, Hong
Kong
Shama 580 sq.ft. HK$ 32,000 - Fully- furnished
Hollywood 11 apartments HK$ 42,000 per room and equipped
52 Hollywood month kitchenette
Road, Central,
Hong Kong
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9. SingTao- 2009 年 02 月 19 日
(Thu)
 合和實業執行董事王永霖表示，旗下灣仔服務式住宅項目
GardenEast ，首批二十七個招租單位，於短短兩周的出租率已
達九成，平均呎租約四十五元，租客以金融及銀行界人士為主，
當中大部分租住一個月至三個月。
 王氏又指，由於頻獲查詢，故以原價加推五層共四十五伙，租期
由一個月至一年不等，若租住六個月或以上，可獲九折優惠，優
惠期至四月，目標客戶包括行政人員、專業人士及跨國企業僱員
；現時有金融機構大手洽租逾數十伙；而二樓全層已租予一咖啡
店，面積約三千三百餘方呎。目前位於頂層之示範單位已竣工，
而整幢物業的裝修工程可望於三月底完成。
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10. Evaluation of Current Communications
Issues and Challenges
GardenEast - Winner
 Rent Rage is more attractive than other serviced apartments located in
WanChai and Central
 Attract other tenants to move to GardenEast
 More facilities provided than others
such as: gymnasium, BBQ facilities, private balcony in each
apartment…
 has three luscious gardens -- on the ground, on the fifth floor podium
and on the rooftop, inside the building (not provided by others)
 Brand new building - not renovated from an old building
 Well known local developer and management
 Only a few minutes heading to Admiralty, Central or Causeway Bay
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11. Evaluation of Current Communications
Issues and Challenges
 Key communications issues/challenges arising from the analysis:
• In synched with Hong Kong Government to rebuild the WanChai
urban district (modern, green and environmental)
• making Wanchai urban area and Hong Kong green, matching up
with the government's planning of Wanchai Development Phase II.
• i.e."Harbour-front Enhancement Review - Wan Chai, Causeway Bay and
Adjoining Areas",
• Wan Chai District's commercial and residential redevelopment
projects, including the Queen's Road East project, Mallory Street
and Burrows Street project in Tai Yuen Street project (yet
Erythroculter peak), as well as the planned second phase of
Hopewell Center
11

12. http://www.legco.gov.hk/yr08-
09/chinese/panels/dev/papers/dev1125cb1-302-1-ec.pdf
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13. WanChai District Development
http://wc.wanchaiinfo.hk/gallery/21/21-805.pdf
13

14. MPR Campaign - Objectives
 Corporate Objective
To establish Garden East as an essential arm of Hopewell Holdings
being its first service apartment; to have a significant share to the
holding company’s income and profit
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15. MPR Campaign - Objectives
 Marketing Objectives
1. To reach 65% occupancy for the first 6 months.
2. To achieve 40% share of the service apartment market in Wan
Chai.
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16. MPR Campaign - Objectives
 Communications Objectives
1. To launch a new service apartment with the unique concept of
green garden and environment friendly living in a
redeveloping urban area.
2. To generate awareness of the special features and offerings of
Garden East.
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17. MPR Campaign Target Audiences
1. Potential Occupants
 expats and local executives/professionals
 outgoing; urban living
 income is from HKD40,000 and above per month
 adheres to quality living; environment conscious
 likely to be working near Wan Chai
 staying in Hong Kong either on a short term or long term basis.
17

18. MPR Campaign Target Audiences
2. Decision agents
 corporate clients (HR/Admin Dept.)
 from finance/banking/listed companies/MNC’s
 can be a decision maker and consultant for direct consumers
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19. MPR Campaign Target Audiences
3. Media workers
 editors of lifestyle, finance and career magazines
 newspaper editors
 news writers and journalists
 feature writers and reporters
 lifestyle show producers, writers and researchers
4. Wan Chai District Council
 for cooperation and endorsement in lieu of the Wan Chai
redevelopment efforts of the government
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20. MRP Tools –
Partnership with Suppliers
Exclusive Partnership with suppliers to provide:
 Electric Appliances
- sponsored by companies promoting energy conservation and
environmental consciousness , such as Samsung
 Toiletries
- sponsored by company providing organic products, e.g. Jurlique
 Massage items
- sponsored by OSIM
 WLAN (Wi-Fi) wireless internet connection
- provided by PCCW
 Furniture
- sponsored by G.O.D

21. MPR Tools - Showroom
 Showroom arranged in the Garden East
• Showrooms of studio and 1 bedroom are opened for visit
• Save the set up cost of showroom by demonstrating the real rooms
 Cross deal with G.O.D.
• G.O.D is the exclusive supplier of Garden East furniture
• allocate a space in G.O.D shops to set up showroom of Garden East
with the furniture they provided
• Demonstrate the feature of Garden East
• fully utilize the sales channels of partner to promote Garden East
• Save the cost of setting up a showroom

22. MPR Tools - Showroom

23. MPR Tool –
Press Feeds & Advertorials
 Monthly feeds of news releases to media about the progress
of occupancy & facility development, etc.
 Feeds including feature stories about living in Garden East
 Issuance of advertorials in banking, financial, entertainment
and lifestyle magazines (e.g. CEO, Fortune, Prestige, Walker,
HK Magazine, etc. )
 Advertorials are about the slant on Wan Chai development,
green living, urban city life or expat living in Hong Kong
 In order to maintain press coverage after the launch and keep
the audience updated on the news and development of the
property
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24. MPR Tool – Facility Tours
 Corporate Tour
– companies will be toured around the facilities and showrooms
– gives opportunity for negotiation and dialogue to partner with companies or
their expats and employees needing apartments
 Media Tour
– members of the press and media will be toured around the facilities for photo
ops and description of features
– More opportunity for media coverage
 Open House Parties
– Hold every month to show tenants’ friends, expats and interested occupants
the facilities and showrooms; with cocktails
– attend to their inquiries and know their requirements
24

25. MPR Tools – Facility Tours

26. MPR Tools - Web Campaign
 Garden East Website
• Interactive, user-friendly & world wide accessible website
 Campaign Objective
• Information platform for local & foreign potential customers
• Reservation, room fee quotation
• Low-cost online promotion

27. MPR tools– Web Campaign
Content
 Detail introduction of Garden East
 Online reservation system
 Contact method
 Product Benefits
• Photo
• Excellent service
• Easy-accessible location
• Competitive room fee

28. MPR tools– Web Campaign
How to reach target segment?
 Search Engine
 Partnership with lifestyle Website
• Link / Pop-up
 Email notification
 Set up Network in facebook and forums
 Other MPR Campaign

29. MPR tools -
Discount & Partnership
 Discount & Partnership
• Discount rate for business partner
• Referral bonus
 Campaign Objective
• Encourage Trail
• Sales Increment
• Build Loyalty
• Control room occupancy

30. MPR tools-
Discount & Partnership
 Campaign Target Segment
• MNC Decision Agent
 How to reach target segment?
• Notification to Hopewell business partner
• Other MPR Campaign
 Content
• Special discount for designated MNC
• Other MNC may enjoy referral bonus
• Discount / bonus varies with room occupancy

31. MPR tools–Opening Ceremony
 Ribbon cutting ceremony
 Speech and welcomes from Management & Wan Chai district
council
 Green & Re-development concept
 Press conference
 Distribution of promotion materials
 Tour
 Cocktails

32. MPR Tools – Opening Ceremony

33. MPR tools-
Preferred Channels of
Communication
Base on research about
our
targeted public’s values,
interests, and
preferred channels of
communication,
this MPR plan can seek to
create a “win-win” situation,
one that is mutually
beneficial.

34. MPR tools-
Preferred Channels of
Communication
Values and Interests
 Have the delights of coastal living at their doorstep.
 Submerge themselves in a luxurious synergy of sun and
garden

35. MPR tools-
Preferred Channels of
Communication
Values and interests
 Their dream apartments are conveniently located near
basic facilities such as banks, restaurant and supermarket.

36. MPR tools-
Preferred Channels of
Communication
 Television
Product Placement
• is a form of advertisement, where branded goods or
services are placed in a context usually devoid of ads, such
as movies, the story line of television shows, or news
programs.

37. Television
Product Placement
 We will pay to have visual or verbal brand exposure
in a movie or TV program, such as using our
facilities for shooting, being the location of a
particular soap opera, etc.
 Because it can demonstrate product usage in a
natural setting by celebrities

38. Television
Product Placement
 Now 電視台
• 樓市每日睇 ( 星期一至五 @ 21:00)
• 一周睇樓團 ( 逢星期日 @ 22:30)
 高清翡翠台
• 潮居 ( 逢星期三 及 日 )
• 更上一層樓 ( 逢星期六 及 日 )
 翡翠台
• 財經透視 ( 逢星期日 @ 6:00pm-12:15am)
• 更上一層樓 ( 逢星期五 @ 11:05-11:35pm)
 有線電視財經資訊台
 樓盤傳真 ( 逢星期六 及 日 )

39. Television
Product Placement
Set up interviews with program
participants
 Everyone loves a good personal story
 Some participant in our campaign may have interesting personal
stories related to Interior Design, Architecture or Lifestyle of the
successful executive
 These personal profiles work well for news programs, magazines
and newspapers’ lifestyle section, and they can
humanize our efforts.

40. Campaign Schedule
 Pre-launch (around March) – corporate visit
 Preparation and availability of showrooms
 Recurring activities (continuous all throughout the campaign period)
 Partnership and business centers and suppliers (recurrent)
 Web campaign (recurrent)
 Open house parties every month
 launch/grand opening and press conference (April)
 Media visit
 T.V. program feature (Around June to July)
 continuous press feeds to members of the media (March to
December )
 Advertorials (in April, June, August, October and December)

41. Campaign Schedule
Press Release
Media visit
Product Placement
Advertorial
Open house parties
Web campaign
Partnership with business
centers & suppliers
Grand opening &
Press conference
Showrooms (including tour)
corporate visits
Mar April May June July Aug Sep Oct Nov Dec 41

42. MPR Budget
MRP tools Spending (HKD)
Printing and Marketing Materials
- sales kit, cards, gifts and press kits 400,000
- souvenirs such as stationery, paperweight, travel bag
Web campaign
- Garden East website hosting and maintenance 300,000 –
- banners of other popular websites 400,000 / year
- Searching engine (such as Yahoo, Google)
Product Placement in TV program 450,000
Advertorials
Bar/Lounge (in Central, Wanchai, CausewayBay, TST) –
Travel, around HK, Walker …Magazines 250,000
Invitation for open house party (April, June ,Aug, Oct, Dec)

43. MPR Budget
Grand Opening & Press Conference 100,000
Other MPR Tools
- Partnership with business centers & suppliers
- Showroom at G.O.D shops
- Corporate and Media tours, Open House 200,000
- Press Release
- Open house party (for expatriates already in HK)
monthly
Total 1,700,000 –
1,800,000

44. Evaluation of MPR Campaign
Media Coverage
 number of press releases published in newspapers and magazines
 length of television exposure (TV lifestyle show feature)
 ratings and audience share of the TV program & readership of
newspapers and magazines
 number of people attending the Grand Opening
 Foot traffic in showrooms, facility visits and open houses

45. Evaluation of MPR Campaign
Occupancy
 percentage of occupancy in the first 6 months
 number of inquiries received
 number of deals closed compared to the total number of inquiries
received
 closing percentage of occupancy after the PR campaign
Hit rate
 monitor the monthly and total number of visitors on the website
 search hits on search engines such as Google, yahoo and Bai Du
 hit rate of banners on different websites
 number of members/networks on Facebook and online forums

46. With this MPR campaign, GardenEast will be the leading
service apartment in the new, more vibrant, and
redeveloped Wan Chai.
THANK YOU!
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