An integrated marketing communications campaign for Twin Oaks Place cosmopolitan living redefined

• Main Author: Balmadrid, Michelle Anne Doloroso
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Twin Oaks Place; Communication in accounting; Advertising > Real estate business; Condominiums > Philippines; Sales promotion; Greenfield Development Corporation
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4402
• Institution: De La Salle University

The Philippine landscape is changing most major cities are composed of old, new and even under construction office, retail or residential buildings that practically make most of the areas dense and compact. Thus, such developments are by several big time players in the real estate industry that already established their quality and brand equity. Despite the fact the developer of Twin Oaks Place Greenfield Development Corporation has multitude of joint venture partners with other key players in the industry, it is still evident that this is the first solo high-rise residential condominium project of the company as well as the first major building in the soon to be launch Greenfield District, the old Crossing and EDSA Central area and just one of the few compounds in the city with ample of land that can be joint together to form a master-planned community. As a proponent and author of this Integrated Marketing Communications campaign for Twin Oaks Place, I have conducted a research about the current real estate industry situation considering the global financial crisis happening today to be able to comprehend the effect of this phenomenon to the industry and I have scanned major high rise developments form prominent development areas to know the trends in pricing and by doing this I was able to identify the direct competitors of the project and the right positioning of the project a typical from its competitors. Furthermore, by studying the results of the Focus Group Discussion conducted by the Greenfield Condominium Division together with AC Nielsen, I was able to obtain the insights of people about condominium living and I was able to identify the primary and secondary target about condominium living and I was able to identify the primary and secondary target market that is not just based on the age and income of a person but an individuals current life stage as well as their insight and major considerations in buying a condominium unit that became a guide and will be reflected in the creative executions and marketing plan of Twin oaks Place. Awareness and information dissemination about the Twin Oaks Place of Greenfield Development Corporation are the main objectives of this campaign associating it together with its location as one of the projects selling points. Creating aggressive and strategic marketing plan will support on the sales velocity of the development to hit the target sales for the year. Thus, it is important that the launch of Twin Oaks Place will contribute to the brand equity of Greenfield Development Corporation as a developer that signifies a company that builds not just a city but a SURBIA community.