ICM Final Year ProjectClient: The STARVISTA

Daniel Chai, Joel Tan, Genevieve Goh, Courtney Thong and Ian Tan

Task at Hand

To come up with a 6-month sustainability plan, spanning from January 2013 – June 2013 for Capitaland for their new mall, The StarVista.

The 6-month plan seeks to include key periods such as Chinese New Year and The Great Singapore Sales as well as a Corporate Social Responsibility (CSR) element.

Objectives

Our team has defined the objectives as follows:

1. To increase traffic to The StarVista throughout the 6-month campaign

2. To increase overall sales during the 6-month campaign

3. To brand The StarVista as the lifestyle hub of choice

Goals

Translating the objectives into clear and measurable goals, we have come up with 3 goals:

1. To increase traffic to The StarVista by at least 50% throughout the campaign

2. To increase overall sales for The StarVista by at least 50% throughout the campaign

3. To increase awareness of The StarVista by at least 50% by the end of the campaign

The Big Idea

“1 mall, 2 sights, 3 experiences”

Through our big idea, we seek to appeal to our target audiences on 3 different levels:

1. Physically

2. Emotionally

3. Self-Actualization

So as to offer our audiences the wholesome all-round experience

The approach is loosely based on Maslow’s hierarchy of needs, whereby the needs are broken down into Physiological needs, emotional needs and self-actualization needs.

Translating these needs into our theme, we have translated the needs into the “3 Rs”, Revitalize, Reconnect and Rediscover.

Physical: In order to address the physiological needs of our target audiences, our campaign will seek to brand The StarVista as a place where people can take a break, relax and get away from their daily lives in a place that provides good food and atmosphere. This need is addressed in the Revitalize phase of our campaign, which will be covered later in the release.

Emotional: In order to address the emotional needs of our target audiences, our campaign will seek to further brand The StarVista as a place where people can bond with their loved ones in a place that facilitates the idea of reconnecting in a place that provides good food and atmosphere. This need is addressed in the Reconnect phase of our campaign, which will be covered later in the release.

Self-Actualization: In order to address the self-actualization needs of our target audience, our campaign will incorporate a Corporate Social Responsibility (CSR) angle whereby the target audiences will be able to get themselves involved so as to fulfill their need for self-fulfillment. This need will be addressed in the Rediscover phase of our campaign, which will be covered later in the release.

By addressing the needs of The StarVista’s audiences on 3 different levels, our campaign will offer audiences the wholesome all round experience.

In a nutshell, we seek to use the 1 mall, with its 2 sights (the indoor and outdoor environments) to offer our audiences 3 experiences so as to offer our target audience the wholesome all-round experience.

Our Tagline

“The wholesome life, easy as 123.”

Target Audience

We have identified 3 key target audiences for our campaign and ranked them by a means of priority.

Throughout the course of our campaign, we seek to target:

1. PMEBs (Professionals, Managers, Executives and Businessmen)

2. Families

3. Youths

PMEBs

Our primary target audience will be Professionals, Managers, Executives and Businessmen around the One-North area. As they work in the One-North area, it is likely that they will make up the bulk of The StarVista’s visitors during the weekdays.

Research has also identified the PMEBs around the One-North area as approximately 48,000. As a result, our team feels the importance of targeting them with our campaign, especially for an extended period of time. In addition to that, it has also been found out that individually, PMEBs possess a high spending power. By making PMEBs our primary target audience, we believe that sales at The StarVista will be significantly improved.

Insights

Based on a series of focus groups conducted with PMEBs around the One-North area, we came up with 3 key insights:

1. Their lives revolve around work and they find it hard to relax.

2. They feel the need for a getaway but are unable to make commitments due to their hectic work life.

3. The want to feel good about life

As a result, the key message we intend to sell to them is: “The StarVista offers you a quick getaway from the hectic routine of work.”

Families

Our secondary target audience is families. As families have a higher collective spending power, it would make good business sense to target them. In addition to that, families also tend to go out over the weekend, However, we do not seek to prioritize families as our key target audience

Research has also shown that one of the reasons people spend time at suburban malls is to spend time with their families. By targeting families, we feel that we can increase both traffic and sales to The StarVista during the 6 month period.

Insights

Based on a series of focus groups conducted with families, we came up with 3 key insights:

1. Need time to reconnect with their families

2. Crave the emotional connection with family

3. Time spent with family is often a routine

As a result, the key message we intend to project to them is: “Reconnect with your family at The StarVista.”

Youths

Our tertiary target audiences are youths aged 14 – 25 studying at institutions around The StarVista area. These institutions include: Singapore Polytechnic, Ngee Ann Polytechnic, Anglo Chinese Junior College, Anglo Chinese Independent … etc. As these youths often have ample time after their school hours, they would contribute a significant percentage of The StarVista’s traffic during the weekdays.

Through secondary research, we have also found out that a majority of the Youth in Singapore receive an average monthly allowance of 200 – 300SGD. As a result, we can infer that youth have low spending power.

Despite the fact that of all the target audiences our team has identified, youth have the most time in general, we are not making youth our primary focus due to the fact that their have the lowest spending power among all the target groups. However, we will still address them with our tactics.

Insights

Based on a series of focus groups conducted with youth from institutions around the area, we have come up with 3 key insights:

1. They feel the need for companionship

2. Convenience is a priority for them

3. They are generally not satisfied with their lives and need a place to get away from the stress

As a result, the key message we intend to sell to them is: “Your happy place is just a stop away.”

Programme Recommendations

Our programme recommendations will cover a time span of 6 months, from January to June. Our programme will seek to give visitors to The StarVista the wholesome experience through the 3 experiences. Our 6-month plan will be split into 3 phases: Reconnect, Rediscover and Revitalize.

January – February: Reconnect

January and February will be focused on the “Reconnect” experience, which will place a greater emphasis on activities focusing on facilitating emotion connection for our target groups.

March – Aprils: Rediscover

March and April will be focused on the “Rediscover” experience. During these months, activities will place a greater emphasis on getting our target audience involved in pro-community activities.

May – June: Revitalize

The final two months of the campaign will be focused on the “Revitalize” experience and activities will be focused on getting our target audience to get away from the hectic schedules of their daily lives and revitalizing and recharging themselves at The StarVista.

Calendar of Events

1. Reconnect

General Activities

General activities that will be featured during the Reconnect phase are:

Cultural Exhibitions and group tours

Chinese New Year exhibition billboards will be put around the mall allowing members of the public to tour the exhibits should they wish to. The exhibition billboards will feature information on the history of Chinese New Year as well as other cultural myths and traditions surrounding the festival.

Roving ambassadors will act as tour guides for the exhibitions should the public wish to find out more about the exhibition.

Parking rebates & Free lunchtime parking

Parking rebates will given to customers who spend at minimum of $50, In addition to that, there will be free lunchtime parking (12:00 – 2:30pm).

This is to encourage more people to visit The StarVista in groups, further highlighting the idea of Reconnecting.

Mall decked out in festive colours

From mid January to the end of February, The StarVista will be decked out in the festive colours of Chinese New Year, bringing out the festive mood. This would encourage audiences to visit The StarVista to be part of the festive atmosphere.

Collaborations

F&B outletsFeature CNY themed decorations within their premises and extend additional discounts to customers born in the zodiac year of the snake.

F&B outlets would also be encouraged to have family/group meal promotions in line with the Reconnect phase.

Activities:

Fu, Lu, Shou

A large focus of the Reconnect phase will be centred on Chinese New Year. As a result, our team is proposing 3 weeks of weekend activities in the weeks leading up to Chinese New Year centered around the Chinese attributes of a good and wholesome life: Fu, Lu and Shou (Fortune, prosperity and longevity). These events will take place every Saturday from 19th January to 3rd February.

Each Saturday’s event will be hosted by DJs from popular Chinese radio station 93,3FM and will feature cultural performances every afternoon (12:00 – 6:00pm). Shoppers who spend a minimum of $88 at the mall can also sign up for a lucky draw, which will take place at the end of the event (6:00pm).

The prizes given out will based on the related attribute of the week.

Possible collaborations for event

We also propose to collaborate with tenants to provide promotions based on these attributes (i.e. Fu: F&B outlets can have promotions based on auspicious numbers)

We also propose the idea of collaborating with nearby institutions to provide cultural performances at the mall (i.e. Chinese dancers from nearby schools)

Valentines Day

Despite the large focus on Chinese New Year, we will be dedicating a series of activities to Valentines day so as to encourage couples to spend their Valentines day Reconnecting at The StarVista.

Possible collaborations for Valentines Day

We intend to collaborate with one of The StarVista’s tenants, Candy Empire. We propose that Candy Empire offer Valentines Day promotions as well as decorate their outlet in Valentine themed decorations for the week of Valentines Day.

F&B Outlets:

We also propose that F&B tenants at The StarVista extend discounts to couples visiting the mall on Valentines Day.

Valentines Day activities

Live Performances

Live performances will be featured the amphitheatre during lunch and dinner periods (12:00p.m. – 2:30p.m, 6:30 – 9:00) these performances will include live bands that will allow couples to make song requests.

Visitors can tweet their song requests via a hashtag #LoveunderTheStarVista

Unique photograph settings

Unique Valentines themed decorations and photograph settings will be placed around The StarVista encouraging couples to take photographs and create memories at The StarVista. Examples of decorations will include rose bushes and scented candles.

Also, couples can redeem a polaroid photo by presenting a receipt from any F&B outlet to roving ambassadors who will facilitate the photo taking.

2. Rediscover

The Rediscover phase will be largely focused on community activities encouraging the public to adopt eco-friendly practices and promoting awareness for eco-friendly living.

General Activities

$2 donation will be made to environmental organizations for every $50 spent at the mall

This will serve as an incentive for shoppers who are pro-environment to shop at the mall knowing that a portion of the proceeds will go towards eco-friendly organizations.

Bicycle parking lots

Bicycle parking lots will be implemented to encourage residents in the area to cycle to the mallEco-colouring bags

Eco colouring bags will be given out to children on purchases at The StarVista tenants, this will encourage them to personalize and re-use the bags, helping The StarVista champion the cause for eco-friendly living.

Recycling bins placed at convenient locations within the mall

Recycling bins will be placed at convenient locations within the mall such as escalators and elevators encouraging visitors to the mall to use them when disposing refuse.

Interactive eco-kiosks around the mall

Interactive eco-kiosks will be placed around the mall, encouraging visitors to access them and learn more about eco-friendly practices.

Collaborations

Cold Storage

We propose that Cold Storage implement express check-out counters dedicated to shoppers with their own grocery bags. This will encourage shoppers to bring their own bags and help reduce the carbon footprint left by the manufacture of plastic bags.

F&B tenants

We seek to collaborae with F&B tenants to place eco-friendly messages around their premises to encourage diners to adopt said practices.

Activities

The Rediscover phase of our sustainability campaign will focus on two key events, Earth Hour in March and Earth Day in April. These activities will be used to promote eco-friendly practices among the general public.

Earth Day

Pre-Earth hour road shows

Pre-Earth day road shows will held island wide in the weeks leading up to Earth-day (30th March)

The road shows will feature eco-friendly product exhibitions (i.e. dynamo-powered water purifiers).

Earth-hour kits will also be sold at the road show. All proceeds from the kits will go towards pro-environment organizations (i.e. WWF) the earth-hour kits will include an Earth hour T-shirt, badge, as well as a number of eco-friendly products (i.e. dynamo powered torch lights)

Members on the public can also give donations at the road shows. They can sign pledges on what they wish to do to make the world a greener place on leaf shaped pieces of paper (made from recycled materials). These pledges will be collected throughout the road shows to decorate a tree structure, which will be unveiled on the Earth hour event.

To further encourage the public to make the pledges, members of the public stand to win prizes, as the leaf shaped pledges will also act as lucky draws.

“CountDown to Earth” (earth hour event)

All the efforts throughout the month of March will lead to a final event, “CountDown to Earth” which will take place at The StarVista on the 30th of March. The event will take place in the evening, and will feature performances by local artists prior to Earth hour at 8:30pm.

The performances will end by 8:25pm, after which, a countdown to earth hour will be carried out.

At 8:30pm, all electric lights in the mall will be switched off and the mall will be lit by the glow of candles, which will be placed around the mall. During this time, performances at The StarVista will include acoustic performances (that require minimal electricity) as well as dancers. There will also be the grand unveiling the tree structure at The StarVista, filled with the leaf-shaped pledges collected over the past month.

At 9:30pm, after Earth Hour, a “pro-environment” film will be screened at the amphitheatre. The title of the movie, however, is dependant on the films released in 2013 so as to stay relevant.

The Earth-hour events should seek to brand The StarVista as pro-environment, which is in line with The StarVista’s image as an eco-friendly mall.

Earth Day

We intend to build on the hype generated by the Earth Hour events to help promote Earth Day, our second major event for the Rediscover phase.

Pre-Earth Day

Earth day donation drive

With recycling a key aspect in reducing the world’s carbon footprint, throughout the month of April, any member of the public can come to the mall and donate or exchange used toys, books, bags and spectacles/sunglasses. These items will be given to organizations such as the Salvation Army and will encourage against the wasting of old items.

Eco-exhibitions

A month long Eco-exhibition featuring pro-environment information and eco-friendly works will be featured at the mall so that the public can learn more about eco-friendly practices. Roving ambassadors will also act as tour guides should members of the public wish to find out more about the exhibition.

Earth Day (20th April)

Who-run-the-world (9:00am – 1:00pm)

The day will begin with an earth day marathon starting and ending at The StarVista. Participants for the marathon will be able to sign up for the marathon at The StarVista.

Afternoon activities (1:00 – 5:00pm)

The afternoon will feature performing buskers around the mall bringing out a “central park” vibe.

Leaf shaped badges will also be sold. All proceeds from the badges will go to pro-environment organizations.

Night Activities (7:00 – 11:00pm)

Eco-friendly light sources will be used to light up the mall at night. However, should it prove too costly, the lights will simply be dimmed for the night’s activities.

The amphitheatre will also play host to performances such as “Stompers” and local artists. It is also possible to collaborate with nearby institutions (I.e. Singapore Polytechnic) for student performances.

The night will end off with the screening of a pro-environment film.

3. Revitalize

Our 3rd and final phase, Revitalize will work towards branding The StarVista as a place where our target groups can get away from their hectic lifestyles and recharge their batteries.

This phase will take place during the Great Singapore Sales period, which will span throughout May and June.

General Promotions:

Parking rebates & Free lunchtime parking

Parking rebates will given to customers who spend at minimum of $50, In addition to that, there will be free lunchtime parking (12:00 – 2:30pm).

This is to encourage customers to stay at The StarVista to relax. This is in line with our Revitalize phase, which encourages our target groups to slow down and recharge.

Unique Lounge area

A unique lounge area will be set up during the course of the Revitalize phase for customers to relax. This will allow customers to take breaks in-between shopping activities.

Daily shuttle buses

Daily shuttle buses will be used to ferry PMEBs from offices around the One-North area to and from The StarVista throughout the day. The shuttle buses will operate at increased frequency during the lunch and dinner periods. (12:00p.m. – 2:30p.m, 6:30 – 9:00)

Collaborations

Cafes & Bars (I.e. OWL Café, Fresh Healthy Café, Senor Tacos, Brozeit, District 10)

Throughout the Revitalize phase, we propose the collaboration with Cafes & Bars in The StarVista to extend discounts to office workers during lunch and dinner hours throughout the month of May (“Labour Month”)

F&B Outlets

We propose the collaboration with participating F&B outlets to provide culinary showcases over the weekends in June.

F&B outlets would also be encouraged to provide promotions for special occasions such as Labour Day, Mothers Day and Fathers Day

May: Going into Labour

The month of May will be largely focused at PMEBs and white-collared workers. In light of Labour Day and Mothers’ Day in May, we have named the month of May: Going Into Labour.

TGIF (Thank God It’s Friday)

Every Friday evening in May will feature live performances during the dinner period (6:30 – 9:00pm) to encourage office workers around the One-North area to visit the StarVista after working hours.

In addition to that, the lounge area will be kept open throughout the day to encourage office workers to extend their stay at The StarVista.

Mother’s Day (12 May)

On mothers’ day, complimentary Mother’s Day gifts will be given with a minimum spending of $50.

Kids Corner

The lounge area will be used as a children’s corner for mothers’ day to allow mothers to shop without having to worry about their children. The lounge area will feature children friend facilities (i.e. toys, cartoons)

A gift-making workshop will also be conducted from 2:00 – 5:00pm for children to make gifts for their mothers using provided arts and crafts materials.

June: Great Singapore Sales

The activities in the month of June will be used to encourage target groups to get away from their rigid schedules by visiting The StarVista. As a result, activities throughout the month of June will facilitate creating an environment whereby target audiences can Revitalize themselves.

Activities

Roving Buskers (Weekends: 12:00pm - 4:00pm)

Buskers will be stationed around the mall during weekends to encourage visitors to stay at the mall to watch the performances. This also helps create a “Central Park” that allows shoppers to relax wherever they are.

Lounge area

The lounge area will kept open throughout the week allowing mall-goers to relax in between shopping encouraging them to extend their stay at The StarVista.

Fathers Day (16 June)

Fathers’ day activities will be used to encourage families to spend time at The StarVista on Fathers Day.

Shoot-to-win

Carnival shooting gallery stalls appealing to fathers and sons will be set up.

Mall-goers who spend $50 and above on any given receipt would be entitled to take part at the shooting gallery for a chance to win prizes.

Lunch and dinner performances at the amphitheatre

Live bands playing music from the 60s-80s will be played during lunch and dinner periods.

Song requests can be made via the hashtag #fathersdayatTheStarVista

Conclusion of 6-month sustainability plan

The 3 phases featured in our 6-month sustainability plan will work together to bring the wholesome experience to our target audience.

Media and Advertising Plan

To expand the reach of our media and publicity plan, we will reach out on both online as well as offline platforms. The online platforms will be focusing primarily on the dissemination of information and the promotion of the StarVista in general. The offline platforms will however focus on bringing across a shard of the actual StarVista experience to our target audiences first-hand.

Online Tactics

1. Facebook

Our Facebook page aims to provide updates on our latest events and promotions. It will also provide links to an external micro site for the implementation of online competitions, which is a necessity as Facebook as recently changed its laws barring corporations from using its services for competitions for their own promotion. The page will also be linked to all other social networking platforms and will feature content from said platforms such as tweets from Twitter and videos from Youtube. This Facebook page will evolve and change its cover and display photos according to the experience (Reconnect, Rediscover or Revitalize) we want to bring across in a particular timeframe.

The main aim of our Facebook page is to facilitate target audience interaction.

2. Twitter

The Twitter page will be used to complement the Facebook page’s efforts. This will help reach out to our target audience on different platforms, ensuring wider reach of our plans. Twitter will also be used to hold hashtag competitions. Users can make tweets about the StarVista’s activities and hashtag their tweets to stand a chance to win prices. Just like Facebook, the icon for our Twitter account will change during different phases of the campaign.

3. Youtube

Youtube is the main platform for us to host all of our promotional videos. These videos include features on our tenants to boost sales and footfall, the promotion and documentation of mall events via teasers aimed to build hype for said events. We have also conceptualized an interactive web series titled ‘What’s Your Problem?’ that will be publicized on both Facebook and Twitter but hosted on Youtube.

4. Instagram

Instagram as a platform for photo sharing is growing in its popularity. As such, we will use Instagram to host competitions during key occasions such as Chinese New Year. Mobile photographers whose photos best represent the experience that occasion is supposed to bring across in that mind will win attractive prizes. Mobile photographers can participate in the competitions by using the appropriate hashtag in their photos during competition periods.

5. Mobile Application

The mobile application is targeted primarily at PMEBs and is purely functional. The aim is to provide everything in one application, for the StarVista. This application will be available on most mobile platforms such as the iPhone and Android phones.

The application will feature regular promotions, provide information on tenants as well as events happening at the StarVista. Customers can also make reservations at any of our tenants offering food and beverage, if these tenants would like to join us in offering such a service.

The application will also allow users the option of participating in promotions such as lucky draws via the application.

6, Online Advertisements

To raise more awareness about the StarVista, we will be using sponsored links. Sponsored links are advertisements that appear when people conduct searches on search engines such as Google. With the high volume of Google searches being made each day, this will certainly increase the StarVista’s exposure.

Web advertisements will also be produced in the form of web banners to further reach out to the online community.

Offline Advertisements

1. Traditional Media

We will be using channels of communication in the form of television, radio and magazine ads to reach out to our target groups.

Our main target audience will still be PMEBs and we will reach out to them with a full frontal page cover with Today Paper.

During the Revitalize phase, this frontal page ad will be presented as the cover page of an issue of the Today Paper. This cover will look like a plain briefcase on the outside but when flipped, a poster will be displayed inviting them to Revitalize At The StarVista. On the flipside of the back cover, the audience will find generous coupon imprinted for their use, hopefully enticing them to spend their lunch hours or evenings at the StarVista. This tactic is primarily aimed at our primary target audience, PMEBs.

2. Out of House Advertisements

Out of House advertisements are outdoor advertisements that are displayed prominently in public. We have chosen this form of advertisement as they have the potential to reach out to a large number of a specific target audience.

One of the advertisements we propose using are bus-stop advertisements. These advertisements reach out specifically to the employees of Fusionopolis and Biopolis as they have to take a short shuttle bus ride to get to work and in the time they spend waiting for their bus, they are captive audience. We plan to decorate the exterior of the bus as well as the waiting area to emulate the experiences they can expect to enjoy at the StarVista.

Another of the advertisements we propose would be the usage of the entry-barriers at MRT stations as well as the doors of trains. To allow passage, these barriers and doors have to split apart and then rejoin after. By making use of the renowned Adam and God painting in combination with these doors, we can show the concept of Reconnecting.

We propose the usage of shuttle buses to ferry people to and thus promote the mall with mall promotions being offered throughout the GSS period. During specific phases, the interior

of these buses will also be decorated to suit our theme – an example would be the Revitalize phase in which the interior of the bus can be designed to look like a lounge.

3. Guerilla Tactics

Aside from all previous examples of advertisements, we would also like to conduct guerilla marketing. This will allow us to actually interact on a personal level with our target audiences, which will create a greater impression in their minds.

During our Reconnect phase of our advertising plan, we will give our target audience free Polaroid photographs of themselves and their friends. We will set up cameras in prominent locations with a photographer holding up a sign that reads “RECONNECT at The StarVista” against giant backdrops. Interested parties who wish to have a photograph of themselves with friends or family taken can do so and will get to keep their Polaroid photo for no charge.

During the Rediscover phase of our advertising plan, we will scatter what look like leaves or litter on the floor. These items will actually be stickers and will stick to shoes around the one north area bearing the message “Hate litter yet? Help make the world a greener place. EarthDay@TheStarVista”. This will grab the attention of our target audience and hopefully drive traffic to the mall.

During the Revitalize phase of our advertising plan; we will revamp sitting areas such as office reception areas, park benches, bus stops and taxi stands around the one-north area to look like relaxing lounges. This is to give the target audience a taste of the relaxation they can enjoy at the Star Vista.

Conclusion of Media and Advertising plan

All in all, both the online and offline tactics proposed in the media and advertising plan will work together to promote The StarVista’s activities throughout the 6-month sustainability plan and ultimately bring across the wholesome experience to our target audience.

Budget

The budget will be split into Cost of Programme Recommendations and Cost of Media and Advertising Plan for easier referencing. The cost of our programme recommendations is then split again into each of our three phases, Reconnect, Rediscover and Revitalize

Cost of Programme Recommendations

Reconnect

The bulk of the cost at this phase goes to our Chinese New Year and Valentines Day events with Chinese New Year amounting to $6000 in total and Valentines Day accounting for $5,500 of the total cost. Our general activities amount for a slighter lesser percentage of this total, costing $4,820. At this phase, the Star Vista will have spent $16,320.

Rediscover

This phase will cost significantly more than the previous. Our general activities at this phase will cost $51,832 with $26332 going to the interactive eco-kiosks and $21,500 going toward the eco-coloring bags. The pre-Earth Hour road shows will cost $45,000 with the bulk of the expenses going to the Earth Hour Kits. Our CountDown to Earth event during Earth Hour will account for only $6,720 out of the total. The Earth Day event will cost $23,720 with the bulk going toward the setting up of the Eco-Exhibition. At this phase, the Star Vista will spend a total of $122,722.

Revitalize

Our general activities will cost $129,935 with the bulk going towards the construction of the room areas as mentioned earlier. The events in the month of May will cost only $7,700 and those in June cost only $1200 for a total of $138,835 in this phase with the general activities contributing to the most of it.

The total cost for our programme recommendation is $277,877

Cost of Media and Advertising Plan

The budget for the media and advertising plan will be split three ways – the cost of the online tactics we recommend, the cost of the offline tactics we recommend and finally the cost of additional tactics the Star Vista could consider using given enough budget.

Cost of Recommended Online Tactics

Sponsored Links

We have proposed the use of a Flash Web Banner, the cost of which to produce and host is $75. Aside from that, Google Adword can also be used. As charges are based on the number of clicks the link garners, we are unable to determine the exact number of clicks we wish to gain but we will set aside $10,000 for the use of Adword for a total of $10,075 to be spent on this tactic.

Web Series

The entire cost of producing the web-series will be approximately $1000 per episode on average. We plan to have a total of 6 episodes for the entire duration of our promotion and the total cost will therefore be about $6000. This amount could possibly be reduced by collaborating with tenants in the form of product-placements for their agreement to absorb some of our cost.

The total cost for the online advertisements is $16,000.Cost of Recommended Offline Tactics

Full-frontal Today Newspaper Advertisement

As aforementioned, we would have a full-frontal advertisement on the Today newspaper once every fortnight. It would cost The Star Vista $120,000 to do so.

Out of House Advertisements

The Train Door Stickers will cost an average of $7,000 per station for each week. We intend to target 5 MRT stations and as such the total cost will amount to $140,000. We will also have ads on fare gates, which cost an average of $2,000 per station each week for every sticker. We will have 4 stickers at 5 stations amounting to a total of $40,000. The total cost of our MRT ads will amount to $180,000.

We will also produce posters costing $10,00. Our ads at busstops will cost a total of $96,000. We also plan to use shuttle buses to advertise the StarVista, costing $16,000. The total cost for our bus ads is $112,000.

Guerilla

The total cost of our guerilla advertisements will cost $45,000. $5,000 will go to the Polaroids, $2000 to Leaf Stickers and $20,000 to revamp the city.

The total amount spent by the Star Vista for the offline tactics will be $449,000.

The total amount spent by the Star Vista for all the tactics we have recommended so far is $475,000.

Cost of Additional Tactics

The StarVista application will cost about $100,000. Our Radio ads will cost $175,000. Our television ads will cost $252,000. Our advertisements in the Sunday Times will cost $108,000.

In total, the cost of using all the additional tactics would be $635,000.