| Attention: | Corene Breedt-Rammutla<br> Circle Living |
| Cc: | Andrea Desfarges, Chantelle Balsdon |
| From: | Jason Whitehouse<br> Arena Property Publishing |
| Re: | Strategic marketing SLA |
| Date: | 3rd April 2023 |
Creative Augmentation (Pty) Ltd
Reg No: 0605184201
10 Coppinwood
Sunningdale
7441
PO BOX 51646
West Beach, 7449
Dear Corene
Thank you for our wonderful discussion. I am confident that my team, alongside Andrea will make a powerful collective and in terms of my approach to this relationship, we will treat this opportunity as an exclusive agreement within the senior living and retirement sector.
On the back of our discussion, I believe the following keywords encapsulate the fundamentals:
“This is where traditional media skill meets strategic online marketing to engaged audiences”
Print & Digital Platforms
Our Readers
Decision maker, investor, homeowner, entrepreneur. Looking for the next opportunity to build wealth through sound property investment.
Circulation
20,313 national (Business Day insert)
AIR Readership 91,000
LSM
9 – 10
Age Group
36% 25 – 34
51% 35 – 49
14% 50+
Gender
Male 66%
Female 34%
Our Readers
Equal mix of up and coming professionals with high aspirations and established high-net worth consumers including millennial’s families, investors, retirees.
Circulation
Gauteng 30 000
Durban 10 000
Western Cape 26 000
LSM
8 – 10
Age Group
16% 15-25
30% 25-34
38% 35-49
17% 50+
Gender
Male 57%
Female 43%
Our Readers
The reader demographic for Everything Property.co.za is broad and encompasses a wide range of individuals with an interest in the South African property market including first time homebuyers, experienced property investors, real estate professionals, renters, property developers, home improvement enthusiasts, designers and architects.
Circulation
On average
LSM
8 – 10
Age Group
16% 15-25
30% 25-34
38% 35-49
17% 50+
Gender
Male 57%
Female 43%
Our content pillars
News
Buying, selling or renting
Finance, investment and legal matters
Auctions
Proptech
International property investments
Commercial and retail property
Lifestyle
- Estate living
- Retirement and senior living
Apartments - Affordable and luxury accommodation
Holiday properties
- Hotels, guest houses, boutique accommodation
Interiors, decorating and furnishings
Refurbishing and modernisations
Property personalities
Estate Agents
From print to digital
Campaign Eco System
Print Placement
Advertiser’s Landing Page
[Expanded user experience]
Website Articles Linked
Trafic
Social Campaigning
Trafic
Trafic
Newsletter
Core Beliefs:
“We believe that there is a new generation older person grounded on a philosophy that values trust, accessibility, safety, security and expertise that encapsulates the true essence of modern senior living.”
Purpose:
“We aim to lead the growth of this asset class by owning the narrative around what is deemed to be a sensitive topic. This will be underpinned by our personal affinity to making a true difference in the senior living space.”
The following outlines the framework for a working SLA with Circle Living, specific to the marketing focus of marketing activity and your vision as a whole.
Motivation:
We would like to be an effective extension of the Circle team as the full marketing solution.
Arena Property Publishing currently owns and publishes Business Day Homefront, Sunday Times Neighbourhood, Everything Property and Purely Local positioning the business as a leading property and national community related advertising solution for the Real Estate sector and property developers.
The business model combines media production with that of a specialist agency skill set that is experienced in developing through the line marketing campaigns for developers and leading property brands across South Africa.
Our strategic partnership with Arena Holdings gives us a leading traffic and content targeting position from a digital audience and influential reader base perspective using brands such as Financial mail, Business Times, Timeslive, BDLive, The Sowetan, SA Homeowner, The Home Channel to name a few.
Strategic approach:
Arena Property Publishing will look to develop a holistic marketing strategy for Circle Living supporting this with a full agency/campaign development resource and leveraging the media that we currently publish to maximize campaign opportunities for the brand and for the specific projects around the country
Our team will conceptualize, create, deploy and performance manage all campaign specific marketing through the line.
Disciplines include:
- Development of strategy – consulting role.
- Copy, concept Layouts and design of campaign material.
- Landing page creation for campaigns.
- Media strategy planning and implementation.
- Online marketing and targeting with analytics.
- Leads generation. Full implementation and analytics.
- Copywriting and building the narrative for the company.
- Create, copywrite, design and facilitate production of any and all marketing collateral.
- Managing third party supplier relationships and production.
- Media research and facilitation of campaign placement.
- Produce video assets that encapsulates the essence of what Circle Living stands for as a brand, speaking to product offering, especially total future vision drilling down into the differentiators.
Conceptualize
- Messages centered on the business, the various properties and its core product offering to market essentially driving key message pillars on how the senior living solution is differentiated.
- Focused messaging on product offering and future vision
Plan
- To outline an editorial story and schedule that brings a selling story to life (blog, web and social)
- To plan the calendar required to manage content for specific, timely marketing campaigns and engage with target media to get content published
Create
- The Creative component of our service will be supported by Peter Batistich and Keenan Prinsloo.
- Content creation and PR by Debbie Loots, Debbie Hathway, Sarah Marjoribanks and Carla Gailey
- Social strategy by Chantelle Balsdon supported by Oliver Johnson and Saahirah Ismail
The team allocated to your account:
Jason Whitehouse:
CEO, Strategic mapping and facilitating processes. Development of strategic marketing and communications plan. Also managing permissions for content distribution on our owned platforms such as Sunday Times Neighbourhood, Business Day Homefront, Purely Local and Everything Property.
Chantelle Balsdon:
Managing Director – campaign strategist and specialist online marketer. Works with influencers and content partners to generate strategic content. Chantelle leads projects from inception to execution
Debbie Loots:
Senior Property Editor
Debbie Hathway:
Specialist property and lifestyle Editor
Carla Gailey:
Editor for Purely Local and specialist content developer for strategic campaigns
Sarah Marjoribanks:
Senior editor and campaign copywriter.
De Wet Van Rensburg:
Web developer and digital asset production, Interactive campaign tools, newsletters and database management.
Peter Batistich:
Creative Director, all design concepts and execution.
Samantha Durandt:
Creative Design and layout – property titles and client campaigns
Additional Resources include the larger Arena Holdings publishing teams as well as their specialist digital marketing department.
Package Deal
R65 000 Includes
- Full page in business day Homefront
- Full page in Sunday Times Neighbourhood
- Integration of expanded content onto HTML versions
- Boosted social campaigns developed by our online marketing and content team
- Everything Property newsletter feature with leads generation built in
Production support:
- Our property specialist content team will work with client to develop or write content
- We will assist with design and layout
- All digital production will be facilitated by our team
- Our online marketing team will actively drive leads and reporting where needed
