1. Under the sensational effect of the Mangrove West Bank Real Estate Consultant Selection Competition, Blackstone Mangrove West Bank has been attracting the attention of Shenzhen Real Estate. Baishida Mangroves The west bank of Jordan River is the focus of Shenzhen Hongshuwan, and its efforts to build a top coastal noble community in South China are also in full swing. The signing ceremony of Golden Key Property Management Service on the West Coast of Blackstone Mangrove indicates that Blackstone Property has become the first noble residential property management company in Shenzhen to successfully introduce the "Golden Key Service" system of international hotels. Blackstone invested $30 million to build wireless city on the west coast of mangrove forest, and signed strategic cooperation agreements with international IT giant LG, American automation control leader Honeywell and domestic famous Internet companies. Mangrove will become the first high-end community in China to adopt international intelligence on a large scale. The cooperation between Blackstone Real Estate and Shenzhen Zhongyuan has accelerated the exhibition service space of mangroves on the west bank of Jordan River in Hong Kong. All the above actions show that Blackstone's pioneering work on the west bank of mangrove will promote the smooth sales of real estate on the west bank of mangrove. Further marketing activities on the west coast of mangroves will accelerate the hot sale of real estate.
As the "land king" project in Shenzhen, the west coast of mangrove is a coastal property to be launched by Blackstone Real Estate. Mangrove on the west bank of the Jordan River is located in the reclamation area of OCT, north of Binhai Avenue, east of Shahe East Road, west of Shenzhen Bay No.1 Road and south of Baishi Road. Covering an area of 75,000 square meters, the open tender price of 200 1 is as high as 780 million yuan, with a total construction area of 255,300 square meters. The property has a unique natural landscape environment: the front of the property is an invincible sea view overlooking Tin Shui Wai in Hong Kong, the south is mangrove wetland, the west is Shahe Golf Course, and the north is the window of Overseas Chinese Town and famous scenic spots in Shenzhen tourist area; On the north side of the project, you can see the planned theme park in Hongshuwan. The project was designed by Bernardo, a famous American architect, and built by highly international teams in various fields. It will build a modern noble residential community with the most coastal characteristics in South China.
Please write a project advertising plan for Blackstone mangrove forest on the west bank of Jordan River.
2. Project overview
Xiang Xuehai is located at the intersection of Guancheng, Dongcheng and Cheng Nan, adjacent to Dongguan Municipal Government and International Convention and Exhibition Center. It is the core prime location in Dongguan and has the authority of benchmarking real estate. It is not only the only luxury apartment living center in Dongguan CBD, but also a perfect administrative and commercial center.
Xiangxuehai is backed by beautiful Huang Qishan, closely related to Ma 'anshan and Zhuangyuan Mountain, with a unique geographical position and rich natural life resources. Lush trees, fresh air, overlooking poetic peaks and enjoying natural oxygen at zero distance. The tranquility of nature makes people feel that all the noise in the world has vanished, as if they were in a refreshing and elegant aesthetic ecological park.
Xiangxuehai, surrounded by mountains on three sides, is a typical cornucopia of out-of-print geomantic treasures in Dongguan and a perfect combination of natural resources and prime locations. Luxury houses and villas, apartments and businesses, their climbing and appreciation space is infinitely enlarged, and they are worthy of being the first choice for celebrities and gentry and urban upstarts who are livable and suitable for business.
Target group analysis, target group object:
Teachers, scientific and technological personnel, senior technicians, senior white-collar workers in enterprise management, civil servants, private owners and other industries with relatively high incomes are mainly 20-35 years old. Their main living and working area is located in Dongguan, which is generally called the new middle class or the upstart.
2, the target group characteristics:
Economic income is relatively high and stable, with certain economic strength;
2) High cultural taste and good spiritual temperament;
3) Pursuing simple and fashionable style and paying attention to healthy life taste;
4) Through economic transition and career pursuit, the high-level status and aristocratic jazz life will be finally realized;
5) Believe in the excellent quality of tradition, have a certain traditional cultural heritage, and constantly accept and enrich modern social culture;
6) Have humanistic care, a sense of responsibility and social morality, not only satisfied with the success in one's own industry and achievements in the professional field, but also pay more attention to the pursuit and enjoyment of a spiritual life to the maximum extent.
Overview of target groups:
Mainly from Dongguan local and investors, as well as some foreign businessmen and senior employees who want to take root in Dongguan, they are extremely concerned about health and the quality of family life and are the mainstay of society.
It is not difficult to find that the target group is a group of social elites with high cultural quality, high life dreams and certain economic strength. They pursue social identity and healthy and fashionable life taste. They not only advocate the oriental traditional style, but also favor the classic version of the perfect combination of modernity and tradition; They not only pay attention to elegant, simple, leisurely and noble life mood, but also yearn for a free and unrestrained and natural state of mind.
Please write a press conference plan for this hotel.
3. Merchants Yongjingwan
The project is located in the mature Shekou area, with a superior geographical position. It is a high-end work that China Merchants Property has built for several years. No matter the planning, design or construction, they are all written by famous artists. The architectural design comes from Aikenyi organization in America. The inspiration of the design includes the luxury embodiment of high-end life and the embodiment and respect for class life. The construction is led by Huaxi, Jiangsu Province, and the reputation of project quality at home and abroad is self-evident. The project itself has a high-end clubhouse and an elegant and magnificent royal garden, which reflects the high-end positioning of China Merchants Property and a deep understanding of the tonality of spire life.
In addition, the project is located around the core famous schools of Yucai No.2 Primary School, Yucai No.2 Middle School and Yucai No.1 Middle School Yucai Group. The project itself has kindergartens that are about to introduce well-known brand institutions, and the educational resources are very rich. The product forms are 50 square meters one room, 82 square meters two rooms, 88 square meters three rooms to 180 square meters four rooms.
China Merchants Property Holdings Limited (hereinafter referred to as "China Merchants Property") is the flagship company of the three core industries of China Merchants Group, a central enterprise. It is one of the earliest real estate companies in China, a national first-class comprehensive real estate development enterprise, and a large-scale real estate development group with comprehensive development capability, rich property categories and perfect community management, with total assets exceeding 65.438+03 billion yuan. The company is headquartered in Shenzhen, with A shares and B shares listed on Shenzhen Stock Exchange, B shares listed on Singapore Stock Exchange and China Merchants Property (HK.978) newly listed on Hong Kong Stock Exchange.
China Merchants Property is regarded as the earliest practitioner and successful model of "urban management" and "sustainable development" in China real estate industry because it advocates "comprehensive community development model", "green real estate development concept" and "full service system". The company is known as "the most risk-resistant developer" because of its reasonable business structure and layout, which brings rich recurring profits. China Merchants Property Management Co., Ltd. and China Merchants Power Supply Co., Ltd., the supporting industries of China Merchants Property, extend their industrial chain to other areas of real estate development through professional and high-quality service capabilities, constantly pursue commitments to society and customers, and improve comprehensive community services.
At present, the company has formed its own core value system: sustainable green ecological development concept, comprehensive community resources integration and development ability, product structure form of both renting and selling, and perfect whole-process service system. At the same time, with the excellent capital operation guarantee and the strong support of China Merchants Group, China Merchants Property has continuously won market recognition.
Please plan a warm-up activity for Yongjingwan.
4. A female white-collar worker is sitting in a Starbucks coffee shop in a high-rise office building. Looking out the window, the bustling crowd in the city. Please describe the mood and feelings of female white-collar workers at the moment. It requires about 350 words, and the words are flashy.
The company is now taking over a project, which is close to the municipal government and next to a primary school. Please make a simple positioning for this project, summarize the selling points, write the name of the project and write a few advertising words.
6. The company has a villa project, which is located by the lake and behind the park. Please choose a case name and advertising words.
7. Talk about advertising. Tell me about two favorite advertisements you have seen recently, preferably airplanes and movies. Please describe it in words and tell me why you like it.
8. You are so kind that you can do five things for the world. What does this mean? How to understand it?
9. Choose an advertisement you like, please state it in 100 words: a) Who do you think it is aimed at? B) What do you think its purpose is? C) What are at least three reasons why you like it?
10. Please describe yourself in three sentences (no more than 30 words) from three aspects: appearance, personality and outlook on life.
1 1. Please write a planning copy of a 30-second TV advertisement and a print advertisement to promote Ruili magazine to male readers.
12. For different target groups, please write a copy with different styles with a certain product as the advertising target.
(1), urban street teenagers:
(2), fashionable and civilized:
(3) Petty bourgeois women:
(4), the middle class:
(5) network worms:
Article 2: Copywriting interview questions
Test question
1. What qualities and abilities do you think a good copywriter should have?
2. Briefly describe the method of determining the theme of advertising copy?
3. Briefly describe the writing points of creative advertising copy?
4. How to understand the concept of "popularity"? Please give an example.
5. What do you think is the most successful case? Please give an example.
6. Talk about advertising. Tell me about two favorite advertisements you have seen recently, preferably airplanes and movies. Please put it in words and tell me why you like it.
7. Skillful Buddha beads. Two seemingly unrelated things can be reasonably linked through the clever thinking of copywriting. (Don't write too many sentences/words)
■ Sunlight+Melancholy Black Eyes
■ Coffee+orangutan
■ Mazu+macho man
8. Please take a certain product as the advertising target (choose the one you are most familiar with, but five small questions require writing the same product) and write a short article with different styles, including the title and the text.
Article 3: The topic of copywriting interview
Test question
1. What qualities and abilities do you think a good copywriter should have?
2. Briefly describe the method of determining the theme of advertising copy?
3. Briefly describe the writing points of creative advertising copy?
4. How to understand the concept of "popularity"? Please give an example.
5. What do you think is the most successful case? Please give an example.
6. Talk about advertising. Tell me about two favorite advertisements you have seen recently, preferably airplanes and movies. Please put it in words and tell me why you like it.
7. Skillful Buddha beads. Two seemingly unrelated things can be reasonably linked through the clever thinking of copywriting. (Don't write too many sentences/words)
■ Sunlight+Melancholy Black Eyes
■ Coffee+orangutan
■ Mazu+macho man
8. Please take a certain product as the advertising target (choose the one you are most familiar with, but five small questions require writing the same product) and write a short article with different styles, including the title and the text.