PROMETHEUS

MARKETING
PROPOSAL

PREPARERD BY: GEORGIA LAM

Prometheus Property Management Intern
glam@prometheusreg.com | 415-828-5157
 2

STNETNOC FO ELBAT

EXECUTIVE SUMMARY
3

15
RATIONALE + PROPOSAL

19
COST ANALYSIS

20
SUCCESS METRICS

APPENDIX
21
EXECUTIVE
3

SUMMARY
a |  company profile
History
Igniting the Fire
Prometheus Brand
Neighborhood Properties
Experience Life at Prometheus

b | Prometheus demographics
Millennials in Bay Area

c|  company strengths

d |  high-level strategic issue

e| Approach to Solution
Made to Stick :Sticky Principles

f| high-level outcome
 executive summary
4

then:
Prometheus Real Estate
Group was founded in
1965 by founder Sanford
Diller. He saw the JACKIE SAFIER (CEO) & SANFORD
DILLER (FOUNDER)
emerging landscape of

now:
Silicon Valley as an
opportunity to invest and
develop a unique
multifamily apartment Since then, Prometheus has
development that grown to be the biggest
embodies the private owner of multifamily
entrepreneurial Silicon property development in the
Valley spirit SF Bay Area, with a portfolio
expanding 50 properties and

a.
more than 13,000 apartments
Alone in Bay Area,
Prometheus has 40 high-end

company
luxury apartments
Prometheus specializes in the
development, management,
and acquisition of residential

profile
and commercial real estate
properties
 executive summary
5

executive summary

FLAIR COLLECTIVE

Prometheus is no
ordinary real
estate company in
Silicon Valley.

The company itself is named

after Prometheus, the Greek
Titan who created mankind
and empowered the lives of
his creation with the gift of
fire

Prometheus brings this fire to

innovate and bring dynamism
to the apartment industry

igniting
Done by having attention to
small details and quality of
design, just as Prometheus the

the fire
Titan invested his attention to
small details of creating
humankind
 executive summary
6

Hi bor!
i g h
N e
c r e a t ed
t h e u s , we
P ro m e h a r e is
A t o , whi c
l i n g
our ow
n
r C D E s and Morning,
i v e o f ou
reflec t
t o d e tail. Promethean!
a t t e n tion
our

prometheus
Prometheus revolutionizes the apartment
industry is through the Core Distinct

brand
Elements (CDEs), which are unique brand
components in which sets the
Prometheus brand apart from
competitors
 executive summary
7

WHAT Life IS LIKE AS A NEIGHBOR

 executive summary 8

FLAIR COLLECTIVE

prometheus
To better understand
Prometheus’s performance

demographics
as a company, we need to
further explore its position
in the market and what
opportunities and
challenges it faces based

1) industry
on:

Multifamily Residental
1) Industry
Real Estate 2) Millennials

Trend: Apartments Trend: Rental, not home

are in ownership
Since 2013, there The number of renters making
has been an over $150,000 a year in San
overall surge in Jose and San Francisco has
multifamily more than tripled since 2007,
residential making these $150k earning
construction individuals the fastest growing
segment of renters in the US
From 2015 to 2018
alone, there was a The 2 cities now have the
41.6% increase in highest % of wealthy renters in
the volume of multi the country
family homes
 executive summary 9

prometheus
demographics 1) industry
Booming housing market due to
increase # of employed Bay area
residents since 2010

Huge amount of wealth pouring

into Bay Area due to strong SF and
SJ MSA economies

What’s in store for Prometheus

to gain from this?
Silicon Valley’s economy is expected
to grow over the next few year
Parallel with this trend is the
millennial generation’s appetite for
rental housing 
Rental markets are projected to
remain strong because of increasing
trend in rentals over home ownership
More high-skilled,
technical workers in
Silicon Valley from foreign
countries than
domestically

Foreigners that move to

Bay Area due to
employment means
opportunities for
partnerships with
companies for corporate
housing
 executive summary 10

MILLENNIALS ARE LOYAL

TO THEIR BRANDS
Prometheus needs to
create an unparalleled
and a unique
living/customer
experience to keep
millennials living at their
properties.

prometheus 2) Millennials
demographics

BIGGEST
LIVING
GENERATION
=
DEEPEST
POCKETS
 executive summary 11

“For this group [Millennials], happiness

isn’t as focused on possessions or career MILLENNIALS ARE
status. Living a meaningful, happy life is
about creating, sharing and capturing
EXPERIENCE-
memories earned through experiences DRIVEN,
that span the spectrum of life’s
opportunities.” NOT POSSESSION-
-[EventBrite study]
DRIVEN

prometheus 2) Millennials
demographics
MILLENNIALS
ARE
NATIVES
OF DIGITAL
TECHNOLOGY
Along with the dynamic and quality experiences that Millennials crave,
they are technology driven-- a generation that shaped by the
internet, making it the largest technology savvy and information-
driven of all generations

Considering this, Prometheus should be customer-focused in keeping

current and prospective tenants at the heart of the company through
interactive technological platforms, which will keep them wanting
more of the Prometheus brand and lifestyle
 executive summary 12

Uses Sticky principle “Unexpectedness” and
interesting/quirky details in Prometheus
branding to stand out from standard and
formal property management competitors,
which is appealing for millennials
Promethean lingo
Strong Company mission and values:
“At Prometheus, We Believe in Good Living
for the Greater Good”
We’re a Family company     
Every Detail Matters                
Nurturing The World Together

WHAT MAKES
Company strengths: PROMETHEUS STAND OUT?

Prometheus offers a
lot of features that
are not offered in
other Bay Area
Website layout apartments that are
is simple and extremely appealing Marketing
compact, main to millennials platforms
points and (Website,
features about Instagram,
the each Facebook
Commitment as a Double
property is laid page) has high
Bottom Line company
out and not (Prometheus reinvests 30% of quality imagery
its profits to the Bay Area
buried
community)
Pet friendly at all properties 
Flexible leases for millennials’
busy lifestyle
Top notch amenities and
technology that embody
Silicon Valley spirit of
innovation
 executive summary 13

SOLUTION:
CHALLENGES STICKY
ELEMENT
Social media platforms (specifically
Website and Instagram) do not
exemplify its strong presence of
mission statement and unique
company culture to draw customers in
Lack of vitality and compelling
elements to be compelling
A lot of irrelevant posts that do not EMOTION
highlight company brand

A home cannot be “expressed” through a

2-D image
A home is part of an individual’s lifestyle
Social Media platforms should exemplify
how a Prometheus apartment can
contribute to an individual’s dream
lifestyle STORY
Through a 3D format → Video marketing
TELLING

Oversaturation of apartments in the

multifamily residential industry in the
Bay Area
How can we as a company differentiate
ourselves as the leading choice for
leasers and as the dominant player in
the residential apartments industry?
CREDIB-
ILITY
 executive summary 14

solution +
outcome
Prometheus, because of
its strong and unique
brand, is shown through
the physical embodiment
of its beautiful properties
and intangible
embodiment of dynamic USING THE STICKY
corporate culture. It is not PRINCIPLES OF:
the typical property
EMOTION
management firm-- it is
STORYTELLING
unparalleled in the Bay
CREDIBILITY
Area. However,
Prometheus is yet to Using these sticky
capitalize on its brand, in principles and
having a lot of untapped implementing
opportunities to reach
comprehensive marketing
hundreds more potential
efforts, we will capitalize
tenants that could call
on the company’s
Prometheus home
capabilities and
strengthen the overall
Prometheus brand to be
UNFORGETTABLE. This
overall will establish
Prometheus as the premier

strategic
choice for all tenants and
set the standard for the
ideal apartment-living

issue
lifestyle in the Bay Area.
 rationale + proposal : storytelling 15

why storytelling?
Using storytelling through a Connection plot -- which
are stories centered around our relationships with
other people-- inspires us to act
It creates concrete and memorable imagery of how a
Prometheus neighborhood can be their perfect home
Through storytelling, we cam manifest how there’s
happiness in the simplest moments at home at
Prometheus, such as a morning walk with the dog
around the property neighborhood
We illustrate their potential life story, in that the most
cherished moments and milestones -- such as their
child’s first steps-- can happen at home or around the
property neighborhood

ACTION PLAN:
Elevate Instagram platform using Instagram stories 
Do weekly “Neighbor Stories” of real neighbors (tenants) living at
Prometheus 
Can be shown in the rental office before going on a leasing tour

“Neighbor Stories” Theme Ideas: 

“A Day in the life at home” video
"Follow me to...'
A Property event video (i.e., annual Summer BBQ themed “Midnight Summer
Dream” or “Winter Wonderland” Christmas party )
A Prometheus community volunteer event

Can customize/curate neighbor story for potential tenant during a leasing tour
to create personalized experience  (i.e., someone who loves themed
celebrations can watch how a neighbor uses the Clubhouse to throw a party).
EXAMPLE: storytelling USING Instagram STORIES 16

why this works:

Shows a simple yet serene moment in a neighbor's hectic lifestyle
I.e., a Neighbor's story is about relaxing and teaching his kid how to swim
Stories like bonding moments (a connection plot) is engaging and draws
potential tenants in about a perfect life at this Prometheus Neighborhood
Shows off Prometheus amenities, such as a luxurious rooftop pool with a 360°
view of the city at Hearth Apartments, an experience like no other in the city
 rationale + proposal : emotion 17

why emotion?
Tenants go on numerous tours and lease experiences to find the perfect home
People are more likely to want to live somewhere if they build an emotional
connection
Using emotions to attract prospective tenants is effective because it addresses
tenants' aspirations to achieve Maslow’s highest penthouse pyramid points of
self-realization and esteem (of the Hierachy of Needs)
I.e., using Prometheus property as a creative space and to channel talents or
fulfill esteem needs

ACTION PLAN:
Use Instagram to highlight
life's most precious moments
Feature Instagram posts to each
property on website, to show real
people who live there
Diversify social media platforms:
 Feature on Instagram ADs,
Pinterest ADs, & Facebook ADs
Do Instagram posts of actual
neighbors’ living space
Celebrating big milestones
Spending time with the furries
Neighbor get-togethers
Use simple but profound hashtags
like #WelcomeHomeNeighbors
Creates a warmhearted connection
 rationale + proposal : credibility 18

why credibility?
Tenants go on numerous tours bit there are TOO MANY options
Finding the right home can be OVERWHELMING for those not
familiar in Bay Area given the volume of apartments available and
the high price of rent
That is why we need to establish trust and credibility that
Prometheus is the right place to call home by....
External credibility through ambassadors

ACTION PLAN: Example:

ACTION PLAN: A FOREIGN
Create a Neighbor Ambassadors PROFESSIONAL IS
Program MORE LIKELY TO
Have relatable ambassadors from big tech
TRUST A REAL
companies and from colleges to promote
Prometheus neighborhoods (properties) NEIGHBOR’S (TENANT)
Serves as a peer advisor for potential OPINION OVER A
tenants
PROMETHEUS LEASING
Create partnerships with tech companies
for corporate housing SPECIALIST IN FINDING
Have ambassadors talk about a pro of THEIR FIRST HOME IN
their property each week, post on THE U.S. → WHICH IS A
Instagram that focus on the “Experience
CAREFUL LIFE
Life at Our Neighborhood" aspects
One-on-one personalized inquiry DECISION AND 
consultations with Neighbor ambassadors MILESTONE!
 success metrics
20
SHORT-TERM*

Achieves ROI of approximately 124.51%

Follows cost analysis metrics of:
SUCCESS

Gaining on average five new tenants per month

Meeting the CPC for social media platforms
Have an increased amount in:
Leasing applications started on the Prometheus
website
Leasing tour appointments and walk-ins
One-on-one personalized inquiry consultations with
Neighbor ambassadors
Partnerships with Silicon Valley companies for
corporate housing *Within a year

LONG-TERM
Retain title as the biggest private owner of SUCCESS
multifamily property development in the Bay Area
Real Estate Portfolio in Bay Area increases to 50
properties or 25% increase in volume
Neighbors/Tenant count increases also by 25%
to approx. 16,250 living in Prometheus properties
Expansion into other metropolitan urban hubs
where the technology sector is booming and fits
with Promethean branding
 appendix: proposal email to the ceo 21

Dear Jackie Safier,

Thank you for the opportunity of using my background and experience as a Property

Management Intern to overall further Prometheus's unparalleled brand

and competitive performance in the multifamily residential industry. I am delighted to

present to you this proposal, which outlines strategic methods to better understand and

market a huge potential segment of the Millennial demographic in Bay Area.

In underscoring the Sticky principles of Storytelling, Emotion, and Credibility in our

marketing initiatives and platforms, we can highlight the legacy features of Prometheus.

This marketing proposal lays the foundation of increasing the interactive potential of our

social media platforms as well as the physical interactive through a proposed Neighbor

Ambassador Program.Overall, these marketing solutions will make the apartment living

experience of Prometheus memorable and appealing to Millennials.

In the short run, we can achieve a potential ROI of 124.51% in vigorously pursuing this

marketing investment within a year. Moreover, we can expect an increase in new

neighbors across the Prometheus neighborhood properties

In the long run, we can maintain our title as the biggest private owner of multifamily

property development in the Bay Area and continue to expand our real estate

portfolio in other major urban hubs

I am confident that this marketing proposal will deliver lucrative results for Prometheus. I

welcome further opportunities to speak with you about this marketing proposal and

ways it will contribute substantially to the Prometheus Real Estate Group. My resume is

attached for your review, and please do not hesitate to reach out to me about any

questions or concerns.

Sincerely,

Georgia Lam | Neighborhood Intern 

PROMETHEUS REAL ESTATE GROUP, INC. | Est. 1965

Hearth Apts | 2870 Kaiser Dr, Santa Clara, CA 95051 | hearthapts.com

p: 408.241.2410 |  glam@prometheusreg.com

I AM HOME©. Georgia feels at home when she is surrounded by her friends, cookies, and a hot cup of tea.
 appendix: bibliography 23

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“Home.” Home, prometheusapartments.com/.Iperceptions.

“A Millennial's Perspective on the Millennial Consumer [Infographic].” Customer

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Quinn, Alexander, and NorCal. “The Silicon Valley Economy Today and Tomorrow:

Insights from JLL's Director of Research.” City of Fremont, 19 Dec. 2019,

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Randall. “Asian Immigrants Transforming Silicon Valley.” AsAm News, 8 Apr. 2019,

asamnews.com/2019/04/07/asian-immigrants-transforming-silicon-valley/.

Rudden, Jennifer. “Multi-Family Home Starts San Francisco 2015-2018.” Statista, 16

May 2019, www.statista.com/statistics/892611/multi-family-home-starts-san-

francisco/.

“SF Multi-Family Residential Market - Compass Commercial.” Compass,

www.bayareamarketreports.com/trend/bay-area-apartment-building-market.

Wenger. “Understanding Facebook Ads Cost – 2018 (& 2019) Benchmarks.”

AdEspresso, 8 July 2019, adespresso.com/blog/facebook-ads-cost/.