3. Problems to be solved Identify the most significant issues that will inhibit us from achieving our goals.

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1 Strategic Workplan 1. Overview A brief description of the situation we are facing. Mediterra is a 1,697-acre luxury, second home, golf course community located in Naples, Florida. Market conditions created an opportunity for London Bay Homes, the premier custom and semi-custom homebuilder in the market, to purchase all remaining lots in the community at favorable pricing. Now the community must be repositioned to overcome negative attitudes and publicity with three key audiences: Current Owners, Realtors, and Prospective Owners. 2. Goal What are we trying to accomplish? 1.) Sell X number of London Bay Homes in Mediterra in ) Reposition Mediterra to overcome negative attitudes and publicity with three key audiences: Current Owners, Realtors, and Prospective Owners. 3. Problems to be solved Identify the most significant issues that will inhibit us from achieving our goals. What issues can we control or mitigate? What issues are beyond our control? 1101 Bannock Street, Denver, CO Office Fax MilesDNA.com

2 4. Target Audience/Consumer Profile A brief description of the target audience as determined by demographic profiles and psychographic attitudinal traits. Prospective Owners Realtors A detailed description of the needs, wants, and desires of this group would follow here. A detailed description of the needs, wants, and desires of this group would follow here. Prospective Owners A detailed description of the needs, wants, and desires of this group would follow here. 5. Competitive Profile A brief description of the main competition, including market share, brand promise, and key benefits. 6. Key Benefit What key benefit is most important in terms of differentiating you from the competition? Mediterra is the only luxury golf course community in the Naples area that offers two Tom Fazio designed golf courses and a private beach club.

3 7. Strategy How are our goals going to be accomplished? Position the community around the Key Benefit: Mediterra is the only luxury golf course community in the Naples area that offers two Tom Fazio golf courses and a private beach club. 8. Brand Positioning Statement. The brand positioning statement describes the "mental space" a brand (community or builder) should occupy in the minds of a target audience. It serves as an internal compass that guides marketing communication strategies, programs and tactics. The brand positioning statement focuses on the elements and associations that meaningfully set your brand (builder or community) apart from the competition. POSITIONING STATEMENT STRUCTURE: To the Target Audience, (your brand) XYZ builder or community offers Key Benefit. To affluent, active adults with an average net worth of $10 million interested in a second home in Naples, Florida, Mediterra offers a unique combination of two Tom Fazio designed golf courses and a private beach club. 9. Brand Promise A strong Brand Promise is crucial to answering the most important value creation question of all: Will people perceive a difference that is desirable? An effective Brand Promise successfully answers that question by providing a blueprint, or recipe for differentiating the enterprise, and in doing so, delivers a sustainable competitive advantage.

4 The Brand Promise reduces the essence of the brand into a short strategic phrase or tagline with two important purposes. First, the Brand Promise provides internal clarity. The Brand Promise gives members of the organization a succinct and memorable way to remember, introduce, explain, and discuss the brand by always using the same words to begin conversations about the brand. Second, the Brand Promise positions the brand in the minds of the target audience and helps customers to remember the brand by reinforcing mental associations. Consistent and well-known examples include: Mediterra. Have It All. Nike "Just do it" Target Expect More. Pay Less. Apple Think different. 10. Mandatories A complete list of all required contact information, website, telephone numbers, logos, disclaimers, etc.

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