The efforts for Sierra Valley Gardens' launch is an integrated marketing campaign, highlighting one key message that is communicated through various executions on multiple channels and platforms. All these are guided by the target market profile and objectives to ensure that the audience will be captured in different stages of their home seeking and buying journey.

RLC Residences launched the fourth building of Sierra Valley Garden in Cainta, Rizal last April 2023. The only condominium development in the area that is within a destination estate, Sierra Valley Gardens offers the convenience of living within a mixed-use development with direct access to Ortigas Avenue Extension, well-designed units equipped with Smart Home features and other upgrades, plus access to multitude of indoor and outdoor amenities.

The first two buildings of Sierra Valley Gardens were launched in 2020 and 2021 without an integrated marketing campaign in place. In 2022, the third tower was introduced with a campaign in place. A year after, RLC Residences has to address the following:

• Reintroduce the project to its target audience given the full-year difference from last launch

• Achieve set business and marketing goals during the campaign period

• Address growing number of condominium properties developed by competitors in the area

TARGET MARKET: THE WISE MILLENNIAL INVESTORS

• Professional with 3 to 5 years of work experience. Entrepreneurs, Has multiple investments - cryptocurrency, stocks, NFTs, mutual funds; First-time real estate investors

• Insight: “"I want to diversify my investment portfolio from crypto, stocks, NFTS to include real estate, because I think it would accelerate my investment income and yet not as risky, but I don't think I'm ready to invest in something that requires that much long-term commitment.”

CAMPAIGN KEY MESSAGE: YOUR SMART MOVE IN THE EAST

Given its strategic location within a destination estate in Rizal, wide range of amenities, and future-ready features, the message aims to encourage home seekers (particularly first-time real estate investors) to choose smartly as they start their journey in real estate investment.

TARGET MARKET: THE WISE MILLENNIAL INVESTORS

• Bullseye: 31 y/o; Broad: 26 to 39 y/o; Filipino, M and F; Single; SEC BC1; Lives in Rizal and nearby cities;

• Professional with 3-5 years of work experience. Entrepreneurs, Has multiple investments - cryptocurrency, stocks; First-time real estate investors

• Digital natives, tech-savvy, own multiple devices, use internet for almost everything.

• Digital Media Consumption: Facebook, Messenger, TikTok, Instagram, YouTube

o Preferred Contents – Entertainment, Tutorial, Influencer Videos

COMMUNICATION STRATEGY

Capture the target market in different stages of their homebuying journey.

• Awareness: Refresh Sierra Valley Gardens to the market through relatable content on online channels that drive discovery and reinforce messaging during on-the-go moments

• Consideration: Emphasize the Reasons-to-Believe (RTBs) by ensuring presence where content is consumed and when it happens.

• Conversion: Reinforce position as a “Smart Move” through remarketing using ads that deliver leads

AWARENESS:

- Branded Challenge and Bite-Size Videos on TikTok led by Heart Evangelista, Maja Salvador, and Investor KOLs on TikTok

- Key Visual organic and paid content on Meta

- Email and Viber Marketing announcing the new project

- Press release development and media seeding

- Billboard placements near project location

- Exhibit booth in malls near project location

CONSIDERATION

- Educational content partnerships with YouTube and TikTok Investor Influencers

- In-stream Ads on YouTube feat. Maja Salvador's Rizal Tour

- USP-focused organic and paid content on Meta and Heart Evangelista's pages

- SEM

- Programmatic Ads feat. USPs

- Sustaining press releases and advertorial placements

- Email and Viber Marketing

CONVERSION

- Investment-driven organic and paid contents on Meta

- Email and Viber Marketing

- Online and onsite exclusive property previews in Manila, Dubai, and USA

High Overall Sales Performance

• 89% of total inventory sold from launch in April.

Effective Awareness, Consideration, and Conversion Materials across Different Channels

• Sierra Valley Gardens’ MOVE materials under Awareness generated more than 29M reach and a total of 4,500 leads.

• Ads resonated well with the audience, recording 0.10% engagement rate. Meanwhile, TikTok KOL collaborations reached more than 9M accounts and generated more than 29K engagements. YouTube videos, on the other hand, have 89K views combined and 5% average engagement rate.

Impressive CRM Results vs. Industry Benchmark

• Email marketing efforts recorded 52.69% open rate 2.07% Click-through rate, surpassing set industry benchmarks. For Viber, 31.14% open rate was also achieved.

Maximized Awareness thru PR Development

•Sierra Valley Gardens’ 2 PR Articles were seeded to media partners, and generated a total of 28.9M worth of PR values.