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Template T06: Go-to-Market Strategy Project Information Field Value Project Name [e.g., Keturah Creek] Project Tier [ ] Tier 1 [ ] Tier 2 [ ] Tier 3 [ ] Tier 4 Launch Date [DD/MM/YYYY] Date Prepared [DD/MM/YYYY] Prepared By [Name, Title] Marketing Agency [e.g., StrawberryFrog + Leo Burnett MEA] 1. Market Analysis Summary 1.1 Target Market Segment Description % of Target Primary [e.g., HNW families seeking wellness lifestyle] Secondary [e.g., Investors seeking premium assets] Tertiary [e.g., Empty nesters downsizing] 1.2 Competitive Landscape Competitor Strengths Weaknesses Keturah Differentiation 1.3 Market Positioning Statement [Craft a clear positioning statement: For [target audience], Keturah [project name] is the [category] that [key benefit] because [reason to believe].] 2. Brand Messaging 2.1 Core Narrative Pillars Pillar Key Message Supporting Points Live in Nature Live with Intelligence Live with Soul 2.2 Key Taglines / Headlines Use Case Tagline Campaign Headline Social Media Print / OOH 3. GTM Phases Phase 1: Teaser (T-12 to T-6 months) Activity Timeline Budget KPIs Teaser Campaign (Philosophy-focused) Impressions, engagement Website Landing Page Sign-ups Influencer Seeding Reach, sentiment PR / Media Outreach Media mentions Phase 2: Reveal (T-6 to T-3 months) Activity Timeline Budget KPIs Project Announcement Media coverage Brand Film Launch Views, shares Full Website Launch Traffic, registrations Paid Media Campaign CPL, CTR Phase 3: Pre-Launch (T-3 to T-1 months) Activity Timeline Budget KPIs Exclusive Preview Events Attendance, conversions Lead Nurturing (Email, Content) Open rate, engagement Sales Collateral Production Completion Sales Team Training Readiness Phase 4: Launch (T=0) Activity Timeline Budget KPIs Sales Center Opening Footfall Launch Event Attendance, media Full Advertising Campaign Reach, frequency, CPL PR Blitz Media mentions, AVE Phase 5: Post-Launch (T+1 to T+12 months) Activity Timeline Budget KPIs Community Building Content Engagement Resident Testimonials Video views, shares Referral Program Referral rate Ongoing Media Relations SOV 4. Channel Strategy Channel Role Budget % Key Tactics Digital (Paid) Lead generation Google, Meta, Programmatic Digital (Organic) Brand building SEO, Content, Social Print Prestige Luxury magazines OOH Awareness Billboards, airport Events Conversion Preview events, roadshows PR Credibility Media relations, awards 5. Budget Summary Category Budget (AED) % of Total Creative Production Media (Paid) Events PR Sales Collateral Contingency TOTAL 100% 6. Success Metrics Metric Target Measurement Method Brand Awareness Survey Website Traffic Analytics Qualified Leads CRM Sales Velocity Sales reports Cost Per Lead Marketing analytics Media Value PR tracking 7. Approvals Role Name Signature Date Marketing Director Sales Director Project Director