HARCOURTS International Global campaign // user guide // February 2014 INTRODUCTION. Introducing the #HarcourtsGlobal Campaign which is designed to grow the public’s awareness of Harcourts’ international presence, both with physical offices in eight countries as well as worldwide reach through our technology. There are four compelling pieces in the series which each represent a unique international feature of our business. • Eight times the Exposure – highlights our presence across the world • 6800 Unique Reasons – features the breadth of people we have in our business • Connecting East with West – focuses on our Asian connections • Unparalleled Online Reach – talks of our innovation in technology to reach buyers

The underlying focus for the campaign is both brand awareness and as a listing piece to educate sellers on how the strength of our International brand can benefit them.

The success of this campaign lies in our group’s ability to drive these messages online in a co-ordinated approach. We want to highlight our innovation through utilising the hashtag #HarcourtsGlobal across all of our marketing, with an aim to get this trending online. The greater the uptake from our team, the more effective this campaign will be. End users will be able to click on the #HarcourtsGlobal link and experience a world of Harcourts brands, products, marketing and culture.

We highly encourage you to get behind this campaign which will provide significant opportunities for our brand in the market places we operate.

Harcourts International Marketing Team

HARCOURTS International Global campaign // user guide // February 2014 PROGRAMME OVERVIEW and Release dates. • A co-ordinated international • Engage our clients by • #HarcourtsGlobal to be • Following the initial eight campaign across our eight showcasing the depth of our utilised on all relevant social week drive the marketing countries over two months; brand around the world; media marketing; pieces will be available on • Designed to be used across an as needed basis. multiple mediums; 3rd March 17th March 31st MARCH 14TH APRIL

Harcourts not only offer the strength of local connections and national presence but also the advantage of operating The Harcourts network has over 780 offices with over 6,800 team members of every culture across the globe. Harcourts’ growing presence in Asia allows your property access to a massive expanse of wealthy investors. Harcourts are committed to innovative technology to stay connected with all demographics of clients worldwide. in 8 countries. Through this worldwide network your property has the opportunity to be exposed to an extensive When listing with Harcourts not only can we offer you the presence of a world class brand, but a passionate, With 28 offices in , a wide range of our marketing being produced in Mandarin, a database of 1.5 million With intuitive mobile device technology and apps, websites attracting over 2 million hits per week, targeted buyer international audience meaning you don’t get the first buyer for your property, you get the best buyer. multilingual team with extensive international databases. With these expansive connections we can tailor Chinese contacts as well as an in-depth knowledge of dealing with this sector, you can be confident your property matching capabilities and extensive connections through social media, you can be sure every platform is catered • China • • • • • • USA your marketing package to maximise results by reaching potential buyers from all over the world. will be marketed directly to this high opportunity audience. for to reach the next buyer for your biggest asset.

#harcourtsGLoBaL #harcourtsGLoBaL #harcourtsGLoBaL #harcourtsGLoBaL www.harcourts.net www.harcourts.net www.harcourts.net www.harcourts.net

Harcourts version shown but also available for Landmark Harcourts, NAI Harcourts and Luxury Property Selection.

HARCOURTS International Global campaign // user guide // February 2014 PRODUCTS AVAILABLE. EXECUTION STRATEGY. Four messages available in English and Mandarin* as: Ensure you are part of helping to spread the message over the next two weeks through: • Full and half page Bluebook fillers • Share on social media platforms Facebook, Twitter and • Press advertisements Instagram utilising the hashtag #HarcourtsGlobal • A1, A2 and A3 posters • Update your Facebook cover image with the message • A4 flyers* • Print a set of DL cards to distribute to your prospecting area • DL cards (single and double sided) • Include the flyer in your listing kit • Email banners • Load the message to your sales consultant or office website • Facebook cover images • Run press advertisements in your local papers • Facebook update image* • Implement as your email banner • Agent and office website banners • Showcase posters in your office window

Each message has the following release dates:

• 3rd March – Eight times the exposure (yellow)

• 17th March – 6,800 unique reasons (green)

• 31st March – Connecting east with west (red)

#harcourtsGLoBaL www.harcourts.net • 14th April – Unparalleled online reach (blue) 哈考特致力於技術創新，以保持與全球客戶群緊密聯繫。用直接的移動設備技術、應用程序和網站，每週均吸引了超過 200萬次點擊，通過社交媒體相匹配的能力和廣泛的聯繫，這更能找有針對性的買家，這可以確保每一個平台也能關顧 你的物業以達至接獲下一個買家。

#harcourtsGLoBaL www.harcourts.net

HARCOURTS International Global campaign // user guide // February 2014 SOCIAL MEDIA DRIVE. What is a hashtag? Hashtags (or pound sign) turn any word or group of words that follow it into clickable or searchable links. These links can be included in your social media posts that will display a feed of information containing the same hashtag. Hashtags are integral to the way we communicate online and can be a great addition to your businesses social media posts to reach users outside of your current followers.

When used effectively for a campaign or with a topic of interest hashtags can create trends online which engages a much wider audience than just your existing followers. How is using the hashtag #HarcourtsGlobal going to benefit our brand? As a group if we are able to focus on making this hashtag ‘trend’ by continually driving it over the eight weeks of the campaign, we will be able to highlight to our clients and friends the strength of our brand, as well as building awareness around the world for people who may have never heard of Harcourts. #HARCOURTSGLOBAL

HARCOURTS International Global campaign // user guide // February 2014 TIPS. Here are a few tips we need to keep in mind:

• Share compliant marketing. We need our brand to be represented in the best possible way so ensure you are posting engaging articles, photographs and marketing visuals.

• Use relevant hashtags. See what hashtags other real estate companies are using to generate activity and target these keywords.

• Follow trends. See what hashtags are trending and make use of them if they are relevant to your business.

• Generate buzz. Creating a contest or having a promotion is a great way to get social media talking about our brand. Users are more likely to retweet or share our hashtags is they know they might win a prize by doing so.

HARCOURTS International Global campaign // user guide // February 2014 FOLLOW HARCOURTS INTERNATIONAL ON SOCIAL MEDIA. TWITTER. FACEBOOK. INSTAGRAM. www.twitter.com/harcourts_int www.facebook.com/harcourtsinternational www.instagram.com/harcourtsinternational

HARCOURTS International Global campaign // user guide // February 2014 PRODUCTS. All artwork is available through Harcourts One, where you can download packaged artwork files for your print campaigns. Personalised DL cards are available on Campaign Track. For products not listed or if you require a custom sized product, please contact your state marketing manager. PRINT. DIGITAL. A selection of flyers, cards, posters, Including email footers, website banners banners and advertisments. and Facebook covers.

The Harcourts network has over 780 offices with over 6,800 team members of every culture across the globe. When listing with Harcourts not only can we offer you the presence of a world class brand, but a passionate, multilingual team with extensive international databases. With these expansive connections we can tailor your marketing package to maximise results by reaching potential buyers from all over the world.

#harcourtsGLoBaL www.harcourts.net

Harcourts not only offer the strength of local connections and national presence but also the advantage of operating Harcourts’ growing presence in Asia allows your property accessin to 8 a countries. massive expanse Through of thiswealthy worldwide investors. network your property has the opportunity to be exposed to an extensive With 28 offices in China, a wide range of our marketing being producedinternational in Mandarin, audience ameaning database you of 1.5don’t million get the first buyer for your property, you get the best buyer. Chinese contacts as well as an in-depth knowledge of dealing withAustralia this sector, • China you can • Fijibe confident • Hong Kong your •property Indonesia • New Zealand • South Africa • USA will be marketed directly to this high opportunity audience. #harcourtsGLoBaL Harcourts are committed to innovative technology to stay connected with all demographics of clientswww.harcourts.net worldwide. With intuitive mobile device technology and apps, websites attracting over 2 million hits per week, targeted buyer matching capabilities and extensive connections through social#harcourtsGL media,oBaL you can be sure every platform is catered www.harcourts.net for to reach the next buyer for your biggest asset.

#harcourtsGLoBaL www.harcourts.net

HARCOURTS International Global campaign // user guide // February 2014 PRINT. A4 Flyers. DL Cards. • Listing submissions • Single sided and double sided options • Open home flyers • Great for letterbox drops • Personalised for one or two agents

Harcourts are committed to innovative technology to stay connected with all demographics of clients worldwide. With intuitive mobile device technology and apps, websites attracting over 2 million hits per week, targeted buyer matching capabilities and extensive connections through social media, you can be sure every platform is catered for to reach the next buyer for your biggest asset.

Harcourts are committed to innovative technology to stay connected with all demographics of clients worldwide. With intuitive mobile device technology and apps, websites attracting over 2 million hits per week, targeted buyer Harcourts’ growing presence in Asia allows your property access to a massive matching capabilities and extensive connections through social media, you can be sure every platform is catered expanse of wealthy investors. With 28 offices in China, a wide range of our GLIne Goes here If requIreD for to reach the next buyer for your biggest asset. Your own PersonaLIseD ta LIcenseD aGent reaa 2008 marketing being produced in Mandarin, a database of 1.5 million Chinese contacts aGent naMe here // franchIse naMe LIMIteD, as well as an in-depth knowledge of dealing with this sector, you can be confident aL Ph 01234 567 890 // M 01234 567 890 #harcourtsGLoB your property will be marketed directly to this high opportunity audience. [email protected] // www.harcourts.coM.au www.harcourts.net

Your own PersonaLIseD taGLIne Goes here If requIreD Harcourts’ growing presence in Asia allows your property access to a massive expanse of wealthy investors. aGent naMe here // franchIse naMe LIMIteD, LIcenseD aGent reaa 2008 With 28 offices in China, a wide range of our marketing being produced in Mandarin, a database of 1.5 million Ph 01234 567 890 // M 01234 567 890 Chinese contacts as well as an in-depth knowledge of dealing with this sector, you can be confident your property [email protected] // www.harcourts.co.nZ will be marketed directly to this high opportunity audience. Your own PersonaLIseD taGLIne Goes here If requIreD aGent naMe here // franchIse naMe LIMIteD, LIcenseD aGent reaa 2008 #harcourtsGLoBaL Ph 01234 567 890 // M 01234 567 890 www.harcourts.net [email protected] // www.harcourts.co.nZ

The Harcourts network has over 780 offices with over 6,800 team members of every culture across the globe. When listing with Harcourts not only can we offer you the presence of a world class brand, but a passionate, multilingual team with extensive international databases. With these expansive connections we can tailor your marketing package to maximise results by reaching potential buyers from all over the world.

The Harcourts network has over 780 offices with over 6,800 team members of every culture across the globe. When listing with Harcourts not only can we offer you the presence of a world class brand, but a passionate, Harcourts not only offer the strength of local connections and national presence but multilingual team with extensive international databases. With these expansive connections we can tailor also the advantage of operating in 8 countries. Through this worldwide network your your marketing package to maximise results by reaching potential buyers from all over the world. Your own PersonaLIseD taGLIne Goes here If requIreD property has the opportunity to be exposed to an extensive international audience meaning you don’t get the first buyer for your property, you get the best buyer. Harcourts’ growing presence in Asia allows your property access to a massive expanse of wealthy investors. franchIse naMe LIMIteD, LIcenseD aGent reaa 2008 #harcourtsGLoBaL Ph 01234 567 890 // M 01234 567 890 Australia With 28 offices in China, a wide range of our marketing being produced in Mandarin, a database of 1.5 million • China Chinese contacts as well as an in-depth knowledge of dealing with this sector, you can be confident your property www.harcourts.net [email protected] // www.harcourts.co.nZ • Fiji • Hong Kong • Indonesia will be marketed directly to this high opportunity audience. • New Zealand • South Africa Harcourts not only offer the strength of local connections and national presence but also the advantage of operating • USA in 8 countries. Through this worldwide network your property has the opportunity to be exposed to an extensive Harcourts are committed to innovative technology to stay connected#harcourtsGL with oallB demographics of clients worldwide. aL international audience meaning you don’t get the first buyer for your property, you get the best buyer. With intuitive mobile device technology and apps,www.harcourts.net websites attracting over 2 million hits per week, targeted buyer Australia matching capabilities and extensive connections through social media, you can be sure every platform is catered • China • for to reach the next buyer for your biggest asset. Fiji • Hong Kong Your own PersonaLIseD ta GLIne Goes here If requIreD • Indonesia aGent naMe here // franchIse naMe LIMIteD, aL #harcourtsGLoB • New Zealand Ph 01234 567 890 // M 01234 567 890 www.harcourts.net aL • LIcenseD aGent reaa 2008 #harcourtsGLoB South Africa [email protected] // www.harcourts.coM.au The Harcourts network has over 780 offices with over 6,800 team members of every culture across the globe. • USA www.harcourts.net When listing with Harcourts not only can we offer you the presence of a world class brand, but a passionate, multilingual team with extensive international databases. With these expansive connections we can tailor your marketing package to maximise results by reaching potential buyers from all over the world.

#harcourtsGLoBaL www.harcourts.net

Single sided Double sided Available on Available on Available on HarcourtsOne HarcourtsOne

HARCOURTS International Global campaign // user guide // February 2014 PRINT. A1 & A2 Posters. Press Advertising. SHOP FRONTAGE. • Use in internal office displays or out in the • CampaignTrack have working files to resize to • Available as a full window display community your publication needs • A3 or A4, portrait and landscape window cards available

Available on Available on Available on HarcourtsOne HarcourtsOne HarcourtsOne

Please contact your state marketing manager for the below customised print products: • Bluebook Filler Adverts • Bus backs • Billboards • Shop window display

HARCOURTS International Global campaign // user guide // February 2014 DIGITAL. Website Banner. Facebook Cover Banner. Email Banner. • Use on office and sales consultant websites • Upload as your social media cover image • Rotate relevant facts on your outgoing emails

#harcourtsGLoBaL www.harcourts.net

To edit your Facebook cover photo: 1. Go to your timeline For instructions on how to edit a banner image 2. Hover over your cover photo please visit: 3. Click ‘Change Cover’ at the bottom-right of your cover photo Harcourts One > Marketing > Products > 4. Pick one option from the pop-up menu (ex: upload a new Campaigns > International Facts photo, reposition your current photo or delete your cover) 5. Save your changes

Available on Available on Available on HarcourtsOne HarcourtsOne HarcourtsOne

HARCOURTS International Global campaign // user guide // February 2014 ConTACT. CAMPAIGN TRACK HELPDESK AUS: 1300 902 968 NZ: 0508 222 672 [email protected]

New Zealand South Australia Tasmania Sharon Morey Heidi Jenkins Kate Littlejohn [email protected] [email protected] [email protected] Queensland Western Australia South Africa Maurizio Scoglio Brittany Snelgar Christel Willett [email protected] [email protected] [email protected] Victoria New South Wales USA Sharon Kupsch Tim Snell Cynthia Powers [email protected] [email protected] [email protected]

HARCOURTS International Global campaign // user guide // February 2014