Spotlight

Marketing Plan
Strat City II

Table of Contents
Executive Summary ......................................................................................... 3
Situation Analysis ............................................................................................ 4
Statement of Purpose ....................................................................................... 5
Targets Audience ......................................................................................... 6
Affiliates Brand Presence Campaign
Improve Brand Awareness of Spotlight in Kauai, Hawaii ............................... 7
Table at the General Membership Meeting Expo ............................................. 7
Sponsor a Lunch with Old Republic Title Company ...................................... 11
Conclusion ...................................................................................................... 13

Executive Summary
The purpose of this marketing plan is to improve brand awareness of Spotlight Home Tours in
Kauai, Hawaii. Spotlight has an opportunity to market to real estate agents on the island of
Kauai. Due to Kauais unique real-estate market, realtors will see great benefits from Spotlight
Home Tours services. In Kauai County, 54.6% of home sales from 2008 - 2015 were from local
buyers, 43% were from mainlanders and 2.4% were from foreigners. 3,841 home buyers are
local to Kauai; 3,028 buyers are from the mainland and 169 buyers are from a foreign country.
The forthcoming plan targets the Kauai Board of Realtors General Membership Meeting Expo
and Old Republic Title Company. The Kauai Board of Realtors holds two general membership
meetings a year. There is a consistent attendance of 150 realtors per meeting, Spotlight should
table at the General Membership Meeting Expo in July. Old Republic Title provides title and
escrow products and services for individuals, businesses and governments. They hold monthly
continuing educational classes for realtors, Spotlight should sponsor a lunch for a continuing
education class with Old Republic Title Company.

Situation Analysis
In Kauai, and in all other markets, Spotlight hasn't executed any sort of marketing. This lack of
marketing has led to a low brand awareness. Some real estate agents and companies on the island
of Kauai have heard of Spotlight, but many don't understand what the company is or what it can
provide beyond still photos and cinematic tours. They do not know about Spotlights 3D Home
Tours, the Aerial Photography, the Twilight Photo packages or the supportive marketing platform
designed to support real estate agents.
There are 494 real estate agents in Kauai, Hawaii. While the total number doesn't seem very high
compared to other states, this is a fairly large number for one of the islands of Hawaii. In
comparison, the island of Maui only has 29 real estate agents. As far as an opportunity, Kauai
represents a fairly large one in Hawaii.
Kauai is home to a unique real estate market. The reason because almost half of all home sales
come from outside of the state. Mainlanders, or people living in the continental United States, are
also paying a much higher premium for homes than locals or foreigners. On average, they will
pay $710,000. That being said, locals and foreigners are still paying high prices for homes.
Spotlight has one main competitor on the island called Highlight Business Tours. This company
specializes in still photo tour packages and slideshow-cinematic video combinations. Highlights
pricing doesn't appear to be much better than Spotlights, but they do offer a competitive deal to
agents. No money down, and the agent doesn't pay them unless the home sells. This has allowed
Highlight to lure many real estate agents to them and reduce Spotlights market share on the
island.
Despite Highlights early success, they lack the versatility Spotlight has. They do not offer high
quality cinematic videos, they do not offer 3D Home Tours, they do not advertise drone or
Twilight Photography, and they do not have a supportive marketing platform for real estate
agents.

Statement of Purpose
This proposal presents a plan to increase brand awareness and positive associations of Spotlight
Home Tours within the real estate market in Kauai, Hawaii.

Target Audience
Spotlight Home Tours caters a service available to both current homeowners looking to sell as
well as real estate agents in the process of selling a home.
Spotlight primarily performs its service for realtors with upper class clients. Their photo and
video tour products create the greatest effect for larger homes, condos with dynamic views, and
homes with distinctive individuality or features. The service doesnt have specifications on the
size or value of the home. Due to the increased value for homes with greater market price, ideal
client would have a medium to high level of disposable income.
This target audience most likely has experience selling homes, whether they be homeowners or
realtors, who perceive Spotlights services as an investment to get a greater return on the home.
Clients are most often frequent home flippers, meaning they buy the home at a low rate and sell
when the value has a high return on initial investment.

Spotlight
Goal #3: Affiliates Brand Presence Campaign:
Objective #1: Improve brand awareness of Spotlight in Kauai, Hawaii
Strategy #1: Table at the Kauai Board of Realtors General Membership Meeting Expo.
Tactic #1: Research on General Membership Meeting Expo
The Kauai Board of Realtors holds two general membership meetings a year; one in July and the
other in December. At each meeting, they host a two-hour expo where companies can set up a
table and display their products for realtors. They have a consistent attendance of 150 realtors per
meeting and their next meeting takes place on July 21st, 2016. The location of the expo is to be
determined. Toni Ishimoto, the contact for the Kauai Board of Realtors, does not have cost and
location information yet, but that will be available at the end of May. The contact phone number
for her is 1-808-245-4049. Spotlight should discuss with Toni details regarding the expo at the
end of May.
Tactic #2: Spotlight should table at the General Membership Meeting Expo in July.
Spotlight should send a representative to this expo to talk about and display their services,
specifically 3D Home Tours and Cinematic Video. They should focus on 3D Home Tour and
Cinematic Video because these are the main points of difference between them and their
competitors on the island.
Highlight Business Tours, Spotlights main competitor on the island, doesnt offer 3D Home
Tours, but they do offer cinematic videos. Spotlights videos are more professionally done.
However, Highlight Business Tours doesnt charge the consumer at all until the home sells.
Spotlight should emphasize their similar deal and highlight the better quality of their products at
the expo.
In Kauai County, 54.6% of home sales were from local buyers, 43% of homes sold were from
mainlanders, 2.4% were from foreigners. In Kauai County, 3,841 buyers are local to Kauai,
3,028 buyers are from the mainland, 169 buyers are foreigners. Charts of research shown below.
The link to this research: http://bit.ly/1TNzbME

 This research shows the importance of highlighting Spotlights Cinematic Video and 3D Home
Tour since it will be the customer's first impression of the homes in Kauai.
Tactic #3: Future tabling opportunities
Since this expo is a semi-annual event, Spotlight should consider tabling in the future if they see
success with the first expo.
Spotlight should look into tabling at the next expo in December, 2016.
Tactic #4: Create an informative flyer
Spotlight should create an informative flyer highlighting its 3D Home Tours, HD Cinematic
Video, and the new marketing deal to hand out at the expo.
Informative Flyer mockup below:

Tactic #5: Spotlight should also give away goodie bags for the realtors in attendance of the
expo

 Its suggested that Spotlight give away a reusable grocery bag, a pen and a lip balm, all with
Spotlights logo on them, along with the affiliate (Geoff Miasnik)s business card and the flyer
mentioned above to each real estate agent attending the expo. Spotlight should have at least 150
goodie bags to hand out during this event.
The cost for the reusable grocery bag with Spotlights logo is $316.00 for 200 bags. The lip balm
is $195.00 for 250 pieces and $195.00 for 300 pens with Spotlights logo. These can be done by
Elevatepromo.com and pricing is quoted by Carson Alvey, carson@elevatepromo.com. The
flyers can be printed by overnightprints.com for 250 full-colored pages for $47.05. The
affiliates business card can be printed for $21.55 for 250 full-color, double sided cards. The
final cost for these giveaway items is $774.60.
Strategy #2: Sponsor a lunch for continuing education class with Old Republic Title Company
Tactic #1: Research on Old Republic Title Company
Old Republic Title provides title and escrow products and services for individuals, businesses
and governments. Old Republic Title is a dynamic and reliable leader in the title insurance
industry, committed to providing their clients with the highest level of service available. Old
Republic Title Company does research on real estate in Kauai. Listed below are some of the
research conducted by them.
According to Old Republic Title Company, from 2015-2016 sales of single family homes
declined by about $5.5 million. Sales of vacant land increased by about $5.5 million and sales of
condominiums stayed roughly the same. From the data collected, the number of homes
purchased from 2015-2016 went up by about 50% and the sales of vacant land went down by
25%. There were 61 listings of single family homes in 2016 as opposed to only 40 from 2015.
Tactic #2: Spotlight should sponsor a lunch for a continuing education class with Old Republic
Title Company.
Old Republic Title Company holds these classes monthly. Spotlight should sponsor one of these
classes, depending on Spotlights availability.
According to Leah Ragsac, the account executive of Old Republic Title Company, about 100
agents attended the continuing education course last month, which is typical around this time of
year. The number of agents fluctuate between 10 to 100 agents. She also mentioned that this
year is the second half of most of the agents biennium, which means agents are more likely to
attend these classes in order to keep their license active.
Leah said that Spotlight can have about 10 minutes at the beginning of class for a presentation.
Spotlight should talk about their services and highlight 3D Home Tours, HD Cinematic Video,
and their new marketing deal.
Spotlight should contact Leah Ragsac about sponsoring a lunch/lunches for Old Republic Title
Company. Leah Ragsacs contact is (808) 212-4086 or email at LRagsac@ortc.com
Tactic #3: Create an informative flyer to hand out to realtors after the presentation at the class.
Spotlight should create an informative flyer highlighting its 3D Home Tours, HD Cinematic
Video, and the new marketing deal to hand out at the luncheon.
Refer to Informative Flyer mockup listed above in Strategy #1, Tactic #4.
Tactic #4: Spotlight should give away goodie bags for the realtors at the continuing education
class.

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 Its suggested that Spotlight give away a reusable grocery bag, a pen and a lip balm, all with
Spotlights logo on them, along with the affiliate (Geoff Miasnik)s business card and the flyer
mentioned above to each real estate agent in attendance. Spotlight should have around 100
goodie bags to give away at the continuing education class.
The cost for the reusable grocery bag with Spotlights logo is $316.00 for 200 bags. The lip balm
is $88.00 for 100 pieces and $195.00 for 300 pens with Spotlights logo. These can be done by
Elevatepromo.com and pricing is quoted by Carson Alvey, carson@elevatepromo.com. The
flyers can be printed by overnightprints.com for 100 full-colored pages for $31.35. The
affiliates business card can be printed for $14.45 for 100 full-color, double sided cards. The
final cost for these giveaway items is $644.80.

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Conclusion
This proposal offered solutions to place Spotlights products right in front of their target
audience. By doing this, Spotlight will increase their brand awareness and elevate themselves
over their competition. Research from our focus group shows that displaying the product to
potential customers had a very positive effect on their attitude towards Spotlight. This is why
Spotlight needs to reach out to its target and make their relationship with real estate agents
personal.
Short term goals include tabling at the Kauai Board of Realtors General Membership Meeting
Expo and sponsoring continuing education classes for real estate agents through Old Republic
Title Company. These short-term goals will support the long-term goal of increased brand
awareness. Based on research, increased brand awareness will lead to an elevation of Spotlight
over their Kauai competitor.

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