Pepper Viner Presentation

Please add slides and material/content we will

present. Design & graphics will be done after
Monday.
Agenda

Pepper Viner History & Opportunity

Objectives

Research

Strategies

Budget

Timeline

Success Metrics
Pepper Viner History & Opportunity

Value Proposition

● Connect to Park Modern community

● CSR - give back to the community
● Maintain fun and hip perception
Target Audience Slide

Workforce Babies
People in their mid and upper 20’s who have just joined the workforce and are starting their career. This population is looking to invest
in its future by setting the foundation for their career, buying their first house, finding a spouse, and beginning a family. This includes
Med-School students, young employees at Banner Medical Center, Graduate students, Raytheon employees, and other young workers.
Investing in a Pepper Viner home will give these young employees a place to live while they get their life started and an investment to
begin building their portfolio.

My Little Homies
This target market is people who are in their late 20’s or early 30’s. They have settled into their career, and feel that they are in a secure
space in their life to begin focusing on the next steps of their life path. For many this will include marriage and soonafter kids. These
people are buying their first homes, and will be looking for a small place that their family can spend its developmental years. They are
looking for a place that won’t be too difficult to maintain as their life will get more and more chaotic as the family grows. One of the
most important things will be a safe and kid friendly environment for their children to grow up in. The Park Modern community meets
all of these desires.

Super-Super Seniors
Super-Super seniors are in the mid to upper 20’s and have graduated from the University of Arizona or a different large university with
a similar feel. These people loved their time in college, and they aren’t quite ready to grow up. They wanted to extend their college days
by starting their career in a college town and now need a place to stay. They want to come back to a classic college town and extend
their glory days into their working life.
Objective Overview (All 4)

● Create a charitable, positive image of Pepper Viner in the community

● Attract Millennial Social Media following with shareable videos
● Increase awareness of Pepper Viner among our Millennial target market in Tucson
● Partner with established brand to create national buzz of Pepper Viner and the Tucson community
Research

● Primary Research:
○ Interview Abigail Johnson; Chresligh Homes
● Secondary Research:
○ Mintel, Wall Street Journal, Continuing Higher Education Review

Connectivity

Status

Digital Media

Direct Mailer
Transition slide Objective #1 Holiday Homes Tour
Strategy #1 - Holiday Homes Tour

● Gets people walking around and looking at homes

● Allows homeowners to take pride in their home and neighborhood
● Builds a stronger community
● Builds interest in the Pepper-Viner brand
 Advertising the event
Tactics Holiday Homes Tour
Using Facebook promoted posts and Tucson news
outlets to spread the event information and tour
map

Contacting Park Modern Residents

to encourage participation

We will need at least one Park Modern home to

participate. Park Modern Residents will be give
priority to win the contest.

End the tour at Park Modern for

voting and engagement

Cocoa and cookies will be provided by Pepper

Viner at a voting booth at the end of the tour
Map
Strategy #1 Financials

● Video Equipment $500

● Social Media Intern FREE
● Post More Often FREE

Total Budget $500

Transition slide Objective #2 Social Media Campaign
Strategy #2 - Social Media Campaign

“MTV CRIBS” STYLE YOUTUBE SOCIAL

MEDIA CAMPAIGN

- A collection of virtual home tours and customer

reviews on youtube to be marketed on
Facebook

BENEFITS:

- Effectively reaches millennial target market

through Facebook
- Increase Pepper Viner Social Media Presence
- Allows homeowners to highlight and take pride
in their Pepper Viner home
- Builds youth interest and awareness of Pepper
Viner
Tactics- The Pepper Viner Impact social media
campaign

REBRANDING

Pepper Viner’s social media will be utilized more effectively to build awareness, connect with the target
market, and grow the Pepper Viner brand. Use social media platforms to showcase the stories of Pepper
Viner Homes and Homeowners

SOLICITATION

Inviting emails will be sent out to Park Modern homeowners encouraging them to showcase and
show-off their beautiful Pepper Viner Park Modern Home, and share their experience with others.

VIDEO PRODUCTION

Pepper Viner will be able to showcase the Park Modern Homes using ‘MTV Cribs’ style videos. This will
show the viewers why homeowners purchased their home, their satisfaction with the home, and showcase people
who live in the community; a friendly and fun atmosphere that Park Modern has for its occupants.
Strategy #2 Financials

● Video Equipment $500

● Social Media Intern FREE
● Post More Often FREE

Total Budget $500

Transition slide Objective #3 Direct Mail Campaign
Strategy #3 - Direct Mailer

A 2-step unique direct mail campaign directed at our target market in Tucson to
create an interactive message that our potential buyers will remember.

Benefits:

● Provide a fun and creative way to reach potential buyers

● Communicate with potential buyers in a unique way that will stick in the
receiver's mind
● Inform our target market in a 2-step mailing campaign that will first persuade,
and then remind
● Invite potential buyers to an open house
Tactics ‘The Key to Your Next Home’

List Broker
To gather mailing lists from scratch for our target market, we will hire a mail
list broker to gather mailing addresses for a specific target demographic for
this campaign

Interactive Experience
The pull of the key tab will create a fun, interactive experience.. When the
user is done, they’ll have no choice but to put the key into the lock, creating
a lasting memory that Pepper Viner is the home for them.

Brand Recognition
Receivers of this unique mailer will have the chance to see the Pepper
Viner logo three different times: the envelope, back of the direct mailer, and
inside the pull tab.
Tactics ‘The Key to Your Next Home’

List Broker
To gather mailing lists from scratch for our target market, we will hire a mail
list broker to gather mailing addresses for a specific target demographic for
this campaign

Interactive Experience
The pull of the key tab will create a fun, interactive experience.. When the
user is done, they’ll have no choice but to put the key into the lock, creating
a lasting memory that Pepper Viner is the home for them.

Brand Recognition
Receivers of this unique mailer will have the chance to see the Pepper
Viner logo three different times: the envelope, back of the direct mailer, and
inside the pull tab.

19
‘You’re Invited’ Puzzle Tactics

Reminder
This will be the follow-up direct mailer to the same
recipient as the ‘Key to Your Next Home’ mailer. This will
serve as a reminder of Pepper Viner.

Interactive Experience
The puzzle will be simple to solve, however the
interactive activity will solidify the message in the
receiver's mind.

Invitation
After the receiver has built the puzzle, the message will
invite them to the next Park Modern open house, while
also highlighting unique features of Park Modern
‘You’re Invited’ Puzzle Tactics

Reminder
This will be the follow-up direct mailer to the same
recipient as the ‘Key to Your Next Home’ mailer. This will
serve as a reminder of Pepper Viner.

Interactive Experience
The puzzle will be simple to solve, however the
interactive activity will solidify the message in the
receiver's mind.

Invitation
After the receiver has built the puzzle, the message will
invite them to the next Park Modern open house, while
also highlighting unique features of Park Modern
21
Strategy #3 Financials

● Envelopes $780
● Key Mailer $2,580
● Boxes $1,740
● Puzzles $3,980
● Mail Cost $2,000
● Mail List Broker $500
● Cost of Open House $500

Total Budget $12,080

Transition slide Objective #4 HGTV Campaign
Strategy #4 - HGTV

HGTV EPISODE

● Partner with HGTV’s House Hunters series to create a

viral buzz around Park Modern and showcase the
many qualities of each property in a phenomenal way.

BENEFITS

● Reach a new youth audience (Both

local and national)
● Showcase park modern in a unique
way
● Build the pepper-viner brand
● Showcase great benefits buying a
pepper-viner home
Tactics- HGTV

PARTNERSHIP
Pepper Viner will request a partnership with the HGTV television network allowing the opportunity for a stronger reach to Millennials that watch the
television show House Hunters for inspiration on property purchasing and building.

SHOWCASE PARK MODERN

The homes in this episode will consist of 3 Pepper Viner properties within the couple’s price range (Schoolyard, Tierra Linda, and Park Modern).
The couple will end its hunt at Park Modern homes, and they will decide to purchase the Park Modern property for its unique values.

NATIONAL ATTENTION
This episode will be aired nationally, broadcasting the beauty of Tucson, AZ and the affordability in a valuable home for Millennials, such as Park
Modern.
Strategy #4 Financials

● Cost to be on House Hunters $20,000

Total Budget $20,000

 Timeline

Introduction of WordPress Launch Website

and MailChimp and MailChimp
Introduction of WordPress Specific Seminars
Launch Website
and MailChimp February April
Specific Seminars and MailChimp
November 24th December 24th
January March May
WordPress and MailChimp
November 17th December 8th Reconvene and Begin January 17th
WordPress and MailChimp Implementation
Reconvene and Begin
Implementation
1) Introduction
January - Implement Social Media Campaign
of WordPress Launch Website
2) and
February - Begin filming of HGTV Episode
MailChimp and MailChimp
3) February - Send out initial “Key” Direct Specific
Mailer Seminars
November 24th December 24th
4) April - Film youtube ‘MTV Cribs’ videos
5) April - Airing of HGTV Episode
6) November
July - Send17th December 8th
out “You’re Invited” Direct Mailer January 17th
7) October - Begin WordPress and Advertisement
Social Media MailChimp of Holiday Home Tour Event
Reconvene and Begin
8) November - Contact Local news outlets and advertise Holiday Home Tour in local newspaper
Implementation
9) December - Implement Holiday Home Tour Event
Overall Budget
● Holiday Homes Tour Costs- Estimate 200 people
○ Cookies $65.00
○ Cocoa $20
○ Serving ware -- plates, cups, etc. $75.00
○ Printing Invitations (1,000 paper flyers) $87.75
○ 2 Employees (dependent on employee salaries) -
○ tent and table rental
○ $500 charitable donation
● The Key to Your Next Home
○ 100 custom envelopes $39.00
○ $1.29 each for the custom designed and printed direct mailer
● You’re Invited Puzzle
○ $1.99 each for 500 puzzles
○ 100 custom envelopes $39.00
● HGTV House Hunters
○ $20,000 estimate
Metrics to Measure Success
Holiday Homes Tour Stats

● Personal Metrics (i.e. demographics, impressions, contact info)

● Comparing who attended in relation to Pepper Viner’s target audience

Social Media Metrics

● Reach, impressions, & engagement

Direct Mail Data

● ROI & cost per acquisition

Cable Stat Variables from HGTV Partnership

● Reach & total unique visitors

Thank you