1. Online Strategy Strategic Goal: Build Army of Brand Advocates
Awareness: Integrated Marketing Programs utilizing
The ICAC
• Move Up Tenant Lifecycle local, social, mobile, search and traditional marketing
• Re-Sign to drive Tenant Prospect traffic
• Move Out
• Buy Home
Consideration: Incentives and ICAC Value
ICCD Proposition served to Tenant Prospects at the right
time and via right delivery mechanism
Interaction: Easy-to-Use Web and Mobile access
channels that allow for Lease related transactions /
interactions with ICAC
ICAC Loyalty: Incentives and ICAC Value Proposition
served to Tenants at the right time via the right
delivery mechanism to drive Retention and Repeat
Business
Advocacy: Provide path for up-sale and cross-sale of
ICAC as well as Irvine Company offerings and
platform(s) to evangelize the “Irvine Apartment
Experience” to realize Word of Mouth market
potential.
1

2. Online Strategy Roadmap
• Search
• Evolve Current Tactics
• Increase Share of Voice
• Continue Segmentation Techniques (i.e. Snowbirds)
• Explore National and Global marketplaces
• Local
• Employ Demand Shaping
• Mobile
• Evolve Current Mobile Sites and Apps
• Begin and Increase PPC Campaigns Accordingly Based on Usage
• Begin and Extend Mobile Advertising
• SMS Reminders/Alerts
• Explore iPad and other devices
• Social
• Leverage to expand
• Create Centralized Management Console
• Align Social with Customer Care reporting
• Evolve Media Outlet Tactics
2

3. Objectives It Takes a Community to Build An Army
1. Increase Community Efficiency Rating (CER)
a. Occupancy Rate of Each Community to Greater Than 95.5%
b. Extend Average Lease Term from 23 to 24 Months
c. Decrease Lease Delinquency by 10%
3. Make Doing Business With ICAC Easy (A Caveman Could Do It) by
Developing Transactional Tools for the Most Popular Web Access
Devices
5. Increase Customer Satisfaction by Aligning Social Sentiments with
Traditional Customer Support Activities to ultimately provide a
platform for ICAC evangelists – build army of Brand Ambassadors
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4. Objectives Community Efficiency Rating Defined
New KPI:
( Occupancy
Rate
*
Average
Lease Term
)- Rate
of
Delinquency = Community
Efficiency Rating
Threshold:
Community CER
(.955 * 23) - .016 = 21.95 Community A
Community B
22.05
22.02 ACCEPTABLE
Community C 21.96
The idea is that a community can be
underperforming in one area, but make Community D 20.75
up for it in another so that it’s portfolio value Community E 19.76 UNACCEPTABLE
is “acceptable”
Online Strategy: Focus On The CER Variables To
Pull Communities Over The Threshold
4

5. Increase
Paid Search: Best Value
Occupancy Rate
ICAC is Ahead
Of the Curve
By Shifting Spend
From Print and
Other Antiquated
Media to New
Media
5

6. Increase Paid Search: Current Strategy Evolution –
Occupancy Rate Increase “Share of Voice”
85.4%
Available
14.6%
Reached
• Stay the Course Re: Current PPC Strategy – Continue to Learn, Evolve and
Capture More “Share of Voice”
• Segment Customers into Types: Snowbirds, Winter, Annual Leasers, etc.
and build Campaigns with Segment-Specific Landing Pages
• Test National and International Campaigns
6

7. Increase
Paid Search: Engage Global Marketplace
Occupancy Rate
7

8. Increase
Paid Search: Global Plan
Occupancy Rate
1. Phase 1: Testing in Late 2010/Early 2011. Geographies in Order of Testing:
a. Canada (Already Underway)
b. United Kingdom
c. Germany
d. India
e. Finland
2. 3 Landing Pages for Each Geography
Will Be Developed to Target the 3 Areas
of the ICAC business via:
a. RL keywords, copy and content.
b. RLIC keywords, copy and content.
c. IAC Suites, copy and content.
5. Phase 2: Begin Full Campaigns Based on
Learnings and Share with rest of
Irvine Company (i.e. Resorts)
8

9. Increase Local: Employ “Demand Shaping”
Occupancy Rate Localized Search Techniques
Dovetails into Current Geo Strategy:
hat Is Demand Shaping?
aid Search Campaigns are Geographically Micro-Targeted to the
Zip Code Level to Provide Demand Generation to the Communities
that Need it Most. We Systematically “Shape Demand” to Meet
ICAC Occupancy Objectives
ow Does It Work?
uild Community-Specific Ads with Landingpages and Served Within
a 10 Mile Radius of the Community. Constantly Monitor and Adjust
Ad Spend Until Goal of 95.5% Occupied is Achieved – then, Move
To Next of Community.
ow is It Funded?
9

10. Increase
Paid Search: “Demand Shaping” Illustrated
Occupancy Rate
1. Create a 5 Community Cluster
in the same geographic region that
fall under 95.5% occupancy
5. Assign all OC/Irvine Geo PPC Dollars
to these regions
8. Build Landingpages
Community Landingpage for each Community
11. Rotate Search
Results by
Community
15. Once occupancy
reaches threshold,
shuffle the cluster
Provide Resources Where They Are
Needed Most To Influence Demand
and Reduce Inventory Levels
10

11. Increase
Search: Go Local to Increase Share
Occupancy Rate
Search Trends
• Being found requires creating a strategic web presence including all types of
Search (paid, organic, video, mobile) with focus on driving leases
• Local search, when coupled with a mobile device, will be among the hottest
search growth areas – consumers with an immediate need for information
• Social Search – letting users vote on the best search results for a topic
• Personalized Search– Engines understand who you are and your needs
Search Recommended Tactics for ICAC
• Employ Demand Shaping Localized Techniques to Bolster Underperforming
Communities
• Segment marketplace into “User Groups” – Snowbirds, etc.
• Increase Share of Voice to extend / enhance current strategies
• Explore National and Global markets
11

12. Increase Average
Reminders/Alerts + Incentive
Lease Term
Goal: Increase Average Lease Term the Board by 1month in FY2011
5. Utilize Email Marketing Capabilities and SMS to Trigger Lease Renewal Incentive
Programs On Timed basis: Start 3 Months Out
7. Tie Payment Reminder Program to Pay Lease Online Functionality
9. Build Incentive Based Lease Renewal Web Presence Focusing Just on Renewing Leases
11. Build “If you are going to buy, you should buy with Irvine” web presence and provide
“handshake” to ICCD
13. Create “Clawback Program” to attract prior tenants
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13. Decrease
Integrated Approach: Mobile & Email
Delinquency Rate
Goal: Decrease Lease Delinquency Across the Board by 10% in FY2011
4. Build SMS and Email based Reminder Systems Triggered by Lease Due Date
• Opt-In from MyRental-Living.com
• 3 days prior to lease due date, send both SMS and Email Reminders
• Send reminder on due date with “incentive” verbiage stating that penalty is
looming
• On day of penalty, send reminder to pay lease and if you pay today, avoid
penaltiy
All link back to online payment system for easy online payment
Offer multiple forms of payment – eCheck, Debit / Credit Card, Auto-Pay
13

14. Make Doing
The Mobile Hockey Stick
Business Easy
Mobile is the
Fastest Growing
“New Thing”
Ever
14

15. Make Doing
The Mobile Hockey Stick
Business Easy
Mobile Statistics:
15

16. Make Doing
The Mobile Hockey Stick
Business Easy
More Data Points
16

17. Mobile Mobile activates traditional, not digital media.
Mobile Recommended Tactics for ICAC
• Continue to Evolve Mobile Websites & Applications (MyRL and RL) – iPhone,
Blackberry, Android
• Mobile Specific Pay Per Click Search campaigns with specific landing pages
• SMS texting (reminders, alerts, coupons, sweepstakes, lead generation) that
effect business drivers such as Delinquency Rates
• Mobile Advertising in both Mobile Apps and Mobile Search
• Explore uses for iPad (virtual tours) and other non-smartphone devices (Google
TV)
17

18. The Platform that mobilizes the Brand
Social Advocate Army.
The ICAC Social
“State of the Union”
4.Great Start
5.Will Get Unwieldy
6.Requires Centralized
Management
7.Will Develop Incentives
to Drive behavior
Goal is to Fill Out
The High Column
See next slide for Attribute Definitions
18

19. The Platform that mobilizes the Brand
Social Advocate Army.
Takeaway:
If we don’t
manage Social
Sentiment, Our
Customers will do it
for us without our
input
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20. Everyone is doing it! 3 out of 4 Americans use
Social social media technology.
Social Recommended Tactics for ICAC
• Leverage social to expand traffic to and engagement with Rental-Living.com
and MyRental-Living.com
• Create Centralized Management Console to mange sentiment and ease overall
management of Social – allows for all communities to have a social presence
• Align Social with Customer Care reporting to track sentiment and effectiveness of
issue resolution
• Media Outlet Tactics:
• Facebook Geo-targeted advertising
• Twitter – grow followership, deepen engagement, launch promotions
• Host/participate in Tweet-Ups at our communities
• Community ratings and reviews
• Launch Four Square potentially with the UTC portfolio
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