RANDALL SMITH

Proposal for Monte Cristo

Resort Project in Cozumel

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1983… The “Donald” was still with Ivana. Paris

Hilton was just the name of a hotel. And Apple

was just about to introduce their Macintosh

computer. It was the year Fleming Creative Group

made its very humble debut.

For over 20 years, we’ve been telling the stories

of our clients. From Vancouver, to Vegas,

to Scotland, Design for Real Estate is there

offering unsurpassed industry knowledge and a

commitment to intelligent design.

 Snapshot
Blueprints . Building codes .
Be aring walls .
Sure, these are all components of sound
real estate development. But something
even more fundamental brings a real
estate project to life – a compelling story.
DfR is a full service design agency that
has been helping real estate developers,
marketers, and builders tell their stories for
over 20 years. We listen closely, look deeply,
and think boldly, combining the time tested
traditions of storytelling – words, pictures,
and possibilities – with today’s leading
design technologies.
We understand that every real estate
project is unique. To find the story in your
unique project, we look at all the angles.
What’s its origin? What’s the game
plan? Who’s interested? And why?
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Then we’ll shout your story from the
rooftops by delivering print, direct mail,
environmental design, multimedia, website
design, email campaigns, presentation
centre material, promotional buzz,
all through memorable branding. At every
phase of your development we’ll be there
to help tell your story – each piece unique,
but all speaking with a single voice.
How do we
me asure success?
We believe that in a good story you
will recognize yourself. But in a great
story, your customers will recognize
themselves – who they are, the things
they value, the dreams they hold.
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 September 25, 2007

Randall Smith
Monte Cristo Resort Cozumel
Birmingham, AL

Hi Randall,

Thank you for asking Design for Real Estate (DfR) to quote on the Monte Cristo Resort in
Cozumel, Mexico. This is an exciting project that offers unique timeshare opportunities,
best-in-class amenities, and ocean-frontage on world-renowned Cozumel Island.

We’re keen to explore this opportunity with you, and with nearly two decades of resort and
residential real estate marketing experience, it’s a project we’re well suited to.

The attached estimate is based on DfR creating the Monte Cristo brand and applying that
identity to key print and interactive marketing collateral designed to help drive leads to
your sales agents. The proposal focuses on supplying you with the marketing tools needed
to maximize the potential of your lead generation system (database of 680,000), cruise
ship traffic (485,000/monthly), and other sales channels.

As discussed, we can also quote on the graphic design requirements for the
Sales/Presentation Center in Cozumel, should you decide that this is required. We would
quote on this separately, as Phase II of the Monte Cristo Resort Project.

Following the estimate, I’ve included an overview of our capabilities and portfolio samples
for your colleagues who may not be familiar with DfR. I’ve also included a few brochure
samples from some of our recent resort and luxury residential projects.

Once again, Randall, thank you for the opportunity to present you with our proposal. From
the appeal of owning affordable beach-front, to the best-in-class amenities, we believe that
the Monte Cristo Resort in Cozumel has a number of great stories to tell. We look forward
to bringing these stories to life. I will call you next week for your thoughts and feedback on
this proposal. In the meantime, please contact me at your convenience if you have any
questions.

Sincerely,

Mark Ross
Account Director, Design for Real Estate

Telephone 604.669.2296 Toll-free 1.866.669.2296 Fax 604.669.2310

1237 Howe Street, Vancouver, BC V6Z 1R3 CANADA
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MONTE CRISTO RESORT
COZUMEL, MEXICO DEVELOPMENT PROJECT

The following is a breakdown of project activities and estimates for the design and
development of the marketing campaign for the Monte Cristo Resort project in Cozumel,
Mexico. Our approach is to provide you with key marketing collateral – and in the right
sequence – to maximize the potential of your lead generation system (database of
680,000), cruise ship traffic (485,000/monthly), and other sales channels. You’ll notice
that the estimate includes the elements I sent you in an earlier email, as well as a few
additional items that we feel will have an impact on your sales efforts, and should be
considered.

Strategy Session
In our experience, an on-site strategic planning session at the outset of a project is
invaluable. It enables the extended project team to discuss and come to agreement on
the overall marketing strategy, and sets the campaign’s broad creative direction. The
consolidated notes from the session also help to ensure that the project team stays on
the same page throughout the life of the project.

Strategy Session discussion points that would help determine the creative direction, as
well as what message and mediums will be most effective, could include:
• Buyer profile, behavior characteristics, and purchase criteria for primary,
secondary, and tertiary target markets
• Effects of current real estate and economic conditions on fractional-
ownership/timeshare resort properties
• Competitive Analysis – who are the real (other timeshare resorts), and potential
(all inclusive resort hotels, cruise operators, etc.) competitor, and what is our
advantage over them

DfR’s participation in this stage of the project includes a full-day of preparation and
research, and partaking in a full-day strategy session on-site with the extended project
team. Includes participation from the DfR team of three/four persons (Designer,
Design Director, Project Manager, and Copywriter), pre- and post-session team
briefing and debriefing.
$10,000 - $15,000

Notes:
• DfR will prepare for, participate in, and forward all our Strategy Session rough
notes to the client
• The client is responsible for any event facility or equipment rental, the hiring of a
facilitator, on-site expenses such as catering, meeting supplies, etc. should any of
these elements be required
• Travel and accommodation to and from the session location would be additional
expenses not included in the above figure

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Project Identity (name, logo & tagline)
Includes exploration and creation of theme, and showcasing options as mood boards
(mood boards depict a visual and graphic approach through pictures, colours, and
typography) to establish creative direction, from which the entire campaign will evolve;
concepting and presentation of name options (based on using/modifying the client-
supplied name ‘Monte Cristo’), as well as up to three logo and tagline concepts, colour
palette options, design refinement, and production of client-selected logo to final
electronic artwork.

• Overall creative direction/project theme $5,000

• Logo $4,500
• Name & Tagline $1,500
$11,000

Photography
Stunning photography is essential to any resort real estate project. Potential buyers
should see themselves in the images used to sell a resort project and the lifestyle it
represents. The budget may seem expensive, but it is crucial to the success of the
campaign, as it is applied to every component – from ads, brochures, and direct mail,
to the website, and sales center – and needs to be on a world-class level to speak to
this international audience.

For a project of this type, we anticipate a combination of custom and stock

photography, as well as imaging work to client-supplied photos for use in various
applications. A photo shoot on location is the most cost-effective way of getting the
custom ‘signature’ images that will come to represent the Monte Cristo Resort brand.
Where possible we use royalty-free stock photography that costs from $450 to $800
per image for search and usage rights.

• Custom photo shoot $20,000 - $30,000

• Stock images search and purchase $10,000 - $13,000
$30,000 - $43,000
Note:
This quote does not include travel and accommodation expenses for site audit, and on-
site photo shoot. Also, if required, a video shoot/production could be added at
additional cost.

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Advertising
Design, copywriting, and production to final electronic artwork of teaser, coming soon,
and grand opening ads using existing theme/concept, copy/image/graphic elements.
Production liaison and file transfer for initial insertions only.

• Ad templates shell design $6,500

• Inserts (re-layout/content changes $400-$700/per x2) $800 - $1,400
• Inserts (minimal size/copy changes $150- $400/per x3) $450 - $1,200
$7,750 - $9,100

Direct Marketing Campaign

Researching/brainstorming/concepting an innovative direct marketing campaign (mail
and email series) targeting the 680,000 names in the lead generation database, and
other leads as appropriate. While the details need to be explored in more detail, our
initial recommendation is to start the campaign with a teaser/’coming soon’ piece,
then build momentum through subsequent follow-up ‘now selling’ pieces as there is
more to show and tell about the resort. Each piece would include a call to action to
register at the Monte Cristo website for a personalized sales call, or to RSVP for a VIP
sales event.

Includes design, copywriting, and final artwork, using copy/image/graphic elements

from existing brochure, of a direct mail and email campaign series to final electronic
artwork.

• Brainstorm/research/develop strategy and concepts $3,000 - $5,000

• Design/refine/production of print series to final art $8,000 - $10,000
• Design/refine/production of email series to final art $2,500 - $5,000
$13,500 – $20,000

Note:
Cost depends on the number of pieces in the print and email series, the series content
(i.e. design, production, and inclusion of a video or virtual tour will add additional
costs), and the specifications for each piece. The estimate does not include print
coordination/press proofing or printing fees; nor does it include management,
distribution, or metrics for the email campaign. These can be estimated when further
specifications are defined.

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Website
Design a website of approximately 20 pages. Based on input to date, the website will
focus on driving pre-lease leads/registration and would likely include the following
content sections: Homepage, Photo Gallery/Tour, Development Overview, Location
Map, Area/Project Amenities, Floor Plans, and Registration. This quote is intended as a
rough estimate only, as key design considerations (Flash vs. HTML, or hybrid site,
Video/Virtual Tour, Content Management Solution, Prospect Management Solution,
etc.) are still to be determined. Once the content and technical specifications are
confirmed, we’ll present a revised estimate.

$30,000 – $40,000

Note:
For the sake of comparison, the website we designed for Laguna Parkside
(www.lagunaparkside.com) cost approximately $35,000, and the site we created for
The Resort at Squaw Creek (www.squawcreekliving.com) cost roughly $65,000. In
both cases, photography, video, renderings, etc. were an additional expense.

Brochure
Design, image concept/search/selection (from client-supplied assets or from
purchased stock images – see previous item), copywriting, and production to final
electronic artwork, of a full-colour 12-page brochure (eight internal pages plus one
four-panel cover). Up to two sets of minor revisions are included, but once design
direction, format, and theme are committed to and work commenced, any significant
changes will be quoted on as a change order.

$20,000 - $25,000

Notes:
• Should the brochure require additional panels, budget $1,200 – 1,500 per.
• Printing estimates will be sourced once the brochure specifications have been
determined. We anticipate that it will cost $12,000 - $15,000 to print 1,000
brochures.
• Should a detailed area/amenities map be required, it would cost $3,000 - $4,000.
This includes research and referencing, drawing/illustrating/plotting, production
of legend (if required), production of map to electronic artwork (for further
application within brochure or presentation centre). Updates to an existing client-
supplied map would cost $2000 - $2,500 to illustrate/draw/typeset changes to
the map.

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Brochure Inserts (assuming 6 inserts)
One-sided, 8.5" x 11" site plan, features, floor plans, construction details, etc. Includes
design and production of final art of insert template, clean-up of floor plan files,
individual layout of content to template, production to final art, coordination, and
provision of electronic files.

• Template shell design $1,000

• Insertion of content ($400-$500/per x6) $2,400 – $3,000
$3,400 – $4,000

Note:
Cost will depend on workability of files provided by the architect and amount of
conversion and clean-up required. We would liaise with your architect early in the
process.

Signage
Initial site audit, design, production to final electronic artwork, of main sign (including
“Coming Soon” and “Now Selling” add-ons), directional sign, A-boards, open hours
sign, display suite markers, parking sign, hoarding, Presentation Center exterior
signage, and billboards. Thought will also be given to how to modify signage (if
appropriate) for subsequent phases.

$6,500 - $8,500

Note:
• Quote does not include travel and accommodation expenses for site audit
• Fabrication or installation costs are additional, and can be quoted once the design
direction is established
• Installation depends on site conditions and bylaw requirements

Stationery
Design and production to final electronic artwork of Monte Cristo Resort branded
letterhead, envelope, business card template, thank you card/envelope, and guest
survey card.
$3,500 - $4,500

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BUDGET ESTIMATE SUMMARY

Project Briefing $10,000 - $15,000

Project Identity (name, logo, tagline) $11,000
Photography $30,000 - $43,000
Advertising $7,750 - $9,100
Direct Mail Campaign $13,500 - $20,000
Website $30,000 - $40,000
Brochure $20,000 - $25,000
Inserts (assuming 6) $3,400 - $4,000
Signage $6,500 - $8,500
Stationery $3,500 - $4,500
Grand Total $135,650 - $180,100

ADDITIONAL CONSIDERATIONS
• Custom Illustrations: if required, are additional and may be estimated once
requirements are understood and design style/direction is established.
• Print Supplier Liaison and Press Checks: If you would like DfR to liaise with print
suppliers on your behalf to facilitate the receipt of printing quotes and attend all
press checks, our time will be billed at an hourly rate of $111. Should you require
DfR to handle printing, all printing purchased through DfR is subject to an agency
mark-up of 20 per cent.
• Expenses: Courier, shipping, printing and manufacturing, travel time and related
expenses are additional.
• Deposit and Billing Procedure: The preceding prices are subject to final
specification, and are subject to refinement should the project scope be adjusted.
Prices are subject to applicable taxes, and expenses. Prices are valid for thirty (30)
days and are subject to escalation in materials and labour after that date. Upon
agreement of our proposal in principal, we will provide you with a Credit
Application, Letter of Agreement, Terms and Conditions, and a Request for
Deposit.

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 Squaw Creek Associates
The Resor t at Squaw Creek

THE CHALLENGE THE APPROACH THE RESULTS

Launch an interactive campaign to help
leading developer and property manager
Lowe Enterprises attract sales for luxury
hotel suites that were now available for
whole-ownership.
30 18.04.2006
DfR built momentum using successive
interactive elements. Details about the area,
the Resort, and the offering were presented
through emails, a teaser website, a full Flash
website, a motion-based sales presentation,
and a touchscreen presentation-centre kiosk.
With most of the suites spoken for
immediately, the campaign was one of the
most successful launch events in California
real estate history. The experience continued
with email updates and customized invitations
sent to owners throughout the year.

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 Lowe Enterprises
Tumble Creek

THE CHALLENGE THE APPROACH THE RESULTS

Design an interactive campaign to foster
excitement among potential customers
about the possibility of owning a luxury
homesite in the exclusive community of
Tumble Creek in Suncadia, Washington.
10 18.04.2006
Highlight the community’s main attractions
of world-class golf and the outdoors through
successive interactive components that
included email sign-ups, a full Flash website,
a touchscreen kiosk for the presentation
centre, and a WebEx-based presentation.
Tumble Creek’s first day of sales was a
phenomenal success with over 100 of
the 150 available units purchased almost
immediately. This success set the stage
for consideration of developing further
opportunities in the area.

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 Suncadia L .L .C .
The Lodge at Suncadia

THE CHALLENGE THE APPROACH THE RESULTS

Sell a spectacular luxury resort offering
in the heart of Washington State over
the Internet.
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DfR created, in effect, an interactive photo
album to showcase both the luxury resort
features and the area’s striking scenery.
The campaign continued with other
elements that connected potential buyers
with the experience of living at The Lodge.
With nearly $54 million worth of the luxury
condominium homes sold, The Lodge had
a record-setting first day of resort sales in
Washington State. Over 100 buyers snapped
up Suncadia’s newest offering, pleased to be
first to own in the region.

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 Lyle Anderson Company
Loch Lomond

THE CHALLENGE THE APPROACH THE RESULTS

Implement an interactive pre-launch
international sales program for
memberships to an exclusive private
members’ golf club in Scotland.
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Focusing on the majesty and tradition of
the distinguished golf course, the campaign
involved targeted email send-outs and the
creation of a website that showcased the
club’s stunning landscape and picturesque
scenery.
The email campaign and website were
a great success in attracting a worldwide
VIP member base. DfR is now working
on ongoing updates as the exclusive club
expands its grounds with more world-class
golf opportunities.

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 Origin Homes
Fair winds Community and Resor t

THE CHALLENGE THE APPROACH THE RESULTS

Create an identity for a 1,500-acre
masterplanned resort community
on Vancouver Island, complete with
18-hole golf course, marina, hotel,
and residential community.
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Following a two day envisioning session,
the theme “Guess what I did today?”
informed all materials, with images
highlighting the three key attributes:
natural setting, individuality, and
diverse activities.
The approach met with acceptance
by the public and potential clients of
the resort. A new residential subdivision
and community centre signified strong
acceptance of Fairwinds.

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 Delta Land Group
Callisto, Coal Harbour

THE CHALLENGE THE APPROACH THE RESULTS

Create inspirational marketing collateral
for two luxury towers proposed for
Vancouver’s prestigious Coal Harbour
waterfront.
 18.04.2006
Drawing upon the celestial constellation
of Callisto, DfR launched a dramatic and
memorable print and advertising marketing
campaign. Our aim was to establish strong
brand recognition on the waterfront and
attract international purchasers.
Over 60% of the development sold within
the first three months and set an average
selling price well above other prices in
the area at the time. Callisto and Carina
became home to business professionals
from Vancouver and around the globe.

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 Delta Land Group
 18.04.2006 Callisto, Coal Harbour

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 Delta Land Group
 18.04.2006 Callisto, Coal Harbour

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 Polygon Homes
Avedon
THE CHALLENGE
Create a dramatic and distinct campaign
to create buzz for a luxury development
by Polygon Homes situated in the heart
of one of Vancouver’s most esteemed
communities.
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THE APPROACH
Taking inspiration from renowned
fashion photographer Richard Avedon,
the campaign was a stand-out with
its strong palette of black, white and
red, flowing lines, and monochromatic
photography. Avedon’s sophisticated
New York vibe and classic features were
carried through all marketing collateral.
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THE RESULTS
As one of the first luxury high-rise
developments in the desirable South
Granville area, sales were a resounding
success. With only 45 suites offered,
a high percentage of them sold on the
first day.
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 Polygon Homes
14 1 8 . 0 4 . 2 0 0 6 Avedon

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 E xpectations
Award -winning Cre ative ,
Certainly. But Also, Much
More Than That.
We will measure ourselves (and ask you
to measure us) against the following five
guiding principles. We developed these
standards to help us stay true to the values
on which we’ve built our business.
Design for Under standing
It’s not enough for design to be eye‑popping.
It has to effectively convey information.
Have we used design to make your
message more clear, more meaningful?
Story telling
Have we told your story in a way that’s
compelling to your customer? Did they
laugh? Did they buy? Did they invest?
Did they understand who you are, where
you’re going, and how you can help them?
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Enthusiasm
Are we approaching your project
with energy and enthusiasm? Are our
ideas fresh? Have we brought the full
strength of our combined experience
and knowledge to your project?
Communication
Are we asking the right questions?
Are we listening to what you really
want? Are we providing you with
ongoing and consistent updates as
to project status and budget?
Integrit y
Have we clearly spelled out the costs
involved? Have we provided sound and
economical options so that you can
make a clear choice of action? Are we
delivering on what we promised?
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 Design Process

We understand that every real estate Process? You betcha. Last time we
project is different. Experience has also counted there were at least 72 steps
taught us that there are innumerable to complete a typical project. But your
elements involved in real estate campaigns. project’s not typical. Your project might
We appreciate these details. We are require 26 steps – or 81. Our collaborative
able to fine-tune our design process to process is designed to accommodate
accommodate your project’s specific you. Not the other way around.
requirements. But generally, one thing is
constant. We’ll need to ask a lot of questions
that get to the heart of your project.
We’ll want to hear about your vision,
learn about your preferences, and find
out about your competition. We’ll set up
an initial meeting to discuss your project,
explore the various components, and
hammer out all the nitty gritty details.
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 Projects

American Nevada Company Lowe Enterprises POLYGON HOMES (cont’d)

Bella Vista Resort at Squaw Creek Panorama Place (includes Brooklands,
Tumble Creek Gillis Walk, The Uplands & Oaklands)
Bastion Development Terranea Resort Pepperwood
Montreux Sakura
Lyle Anderson Company Watercolours
Bayshore Garden Development Loch Lomond Wellington Court
Bayshore Garden
Origin Adult Communities Portrait Homes
Delta Land Development Fairwinds Community & Resort Silver Ridge
Carina at Coal Harbour
Callisto at Coal Harbour PARKLANE HOMES Prima Properties
Southport Laguna Parkside
Intracorp Developments
Arbutus Hill Polygon Homes Saje Enterprises
Altaire Summerland Resort
Intergulf Development Group Ashcombe
Brava at Westgate Park Avedon Townline Group
Bentley Compass
Lakeshore Developments Collage
Walnut Beach Resort Compton Unimont
Foundry 100 Lakeshore Drive
Ledingham McAllister Gallery
Kensington Court Harvest Wynde Wall Financial
Touchstone Klahanie (includes Inglenook, Indigo, Metropolitan Towers
Salal, Tides, Sahalee & Nahanni)
Liberty Homes Lanesborough Wesbuild
Tango Leighton Green Burke Mountain
Southampton
Miró
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 WEBSITES

Delta Land Development Ovation Development

projects.designforrealestate.com/callisto projects.designforrealestate.com/orchardswalk

Lakeshore Developments Polygon Homes

www.walnutbeachresort.com www.polyhomes.com
projects.designforrealestate.com/gallery
Lowe Enterprises projects.designforrealestate.com/miro
www.squawcreekliving.com
www.tumblecreek.com PRIMA PROPERTIES
www.discoverthelodge.com www.lagunaparkside.com

Lyle Anderson Company

www.lochlomond.com
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 Contact

How to Get in Fleming Creative Group

Touch with Us . 128 West 8th Avenue
Vancouver, British Columbia
DOUG FLEMING, Partner CANADA V5Y 1N2
fleming@flemingcreativegroup.com
View our corporate website at:
MARK ROSS, Account Director www.flemingcreativegroup.com
mross@flemingdesign.com
View our most recent work at:
Phone: 604.669.2296 www.designforrealestate.com
Fax: 604.669.2310
Toll Free: 1-866-669-2296
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Telephone 604.669.2296 Toll-free 1.866.669.2296 Fax 604.669.2310
128 West 8th Ave., Vancouver BC, Canada V5Y 1N2
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