Case Study: Marketing Plan for a Two-Bedroom Apartment in Parramatta

This case study presents a marketing plan for the sale of a two-bedroom apartment located at 2/78 Clyde Street, Parramatta, NSW, with a budget of $2,500 over four weeks. The primary objective is to effectively market the property to potential buyers within Parramatta's region. The marketing plan incorporates three key activities: local newspaper advertising in the Parramatta Advertiser, direct outreach to potential buyers via calls from the agency's database, and online advertisements through the agency's website, social media platforms, and virtual real estate communities. The plan outlines the publisher, quantity, target location and group, publishing date, duration, and associated costs for each marketing method. The case study also highlights the importance of adhering to agency practices, legal and ethical responsibilities, and vendor-established budget constraints. The total cost of the marketing plan is $2000, with the remaining budget kept for future use. The analysis emphasizes the varying effectiveness of each marketing approach to maximize responses and potential revenue.

Case Study 1 - Marketing Plan
1. Property Address: 2/78 Clyde Street, Parramatta, NSW, 2150
2. Marketing Budget: $2,500.00
3. Marketing timeframe: Four Weeks
4. Aim & Objective of marketing plan:
The aim of the marketing plan is to inform potential customers about the prolific benefits associated with the property for sale i.e. a two bedroom apartment in
Parramatta’s CBD. The objectives of the marketing plan would be directed towards acquiring higher exposure of the marketing approach to potential audience,
addressing customer requirements accordingly and acquisition of favorable prospects from buyers.
The marketing plan comprises of three selected marketing activities which are perceived to be most effective in terms of exposure to potential audience
especially online advertisements. The modes of print advertisement in local paper as well as the methods of marketing through direct mail and calling could also
be observed as notable inclusions in the marketing plan for the agency. The description of the marketing plan would comprise of an estimation of the essential
details pertaining to individual marketing activities. Some of the significant details could be observed in terms of the information regarding publisher, quantity,
publishing date, duration of advertisement and the target group as well as location. The individual details involved in the marketing plan would have to follow the
concerns of agency practice, legal and ethical responsibilities alongside coping with the precedents of cost as established by the vendor. The vendor has
established a maximum budget of $2500 for the marketing plan in order to put up the two bedroom apartment in Parramatta for sale. It can be imperatively
observed that the target location and group varies in different marketing methods thereby implying the varying effectiveness of individual marketing activities.
This detail could be helpful for interpreting the potential changes in costs and significance of individual marketing method to garner maximum responses and
possible sources of revenue.
Marketing Method Publisher Quantity (if applicable) Target Location &
Group
Publish Date Duration Cost
1 Local Paper Advertisement
in color
Parramatta
Advertiser
1 1/4 Page Ad Parramatta region 12/10/2016 1 week from
12/10/2016 to
19/10/2016
$550
2 Call potential buyers from
agency database Parramatta As per requirements Parramatta region 12/10/2016 Three weeks from $650

Marketing Method Publisher Quantity (if applicable) Target Location &
Group
Publish Date Duration Cost
Agency 12/10/2016 to
2/11/2016
3 Online advertisements Agency website,
social media
website and virtual
communities
related to real
estate
No specification of
quantity in online
advertisements.
However, it can be
estimated from the
frequency and volume
of content displayed
on online interfaces.
Global audience
primarily referring
to Australian
citizens in the
proximity of
Parramatta region
12/10/2016 Four Weeks from
12/10/2016 to
9/11/2016
$800
Total Cost $2000