Zhongnan Ziyunji, Zhanjiang湛江中南紫云集 · Real Estate房地产 · Annual marketing phase年度营销阶段项目
Keeping annual marketing on course—even when daily requests keep changing.让年度营销不被零散需求拖走，用一套策略与视觉系统持续推动项目
A strategy and visual system that aligned online content, interactive formats, the sales center, events, and sales tools around one project direction.从年度策略到月度主题，把线上内容、H5、案场、活动与销售物料组织在同一主线中。
CASE 56案例 56
Company project materials; public release is subject to client authorization and verification of operating results.公司在册项目材料
Company project materials; public release is subject to client authorization and verification of operating results. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Real-estate marketing must respond to construction, sales, market conditions, festivals, and shifts in public sentiment. Fragmented requests are unavoidable; fragmented brand expression is not. The client needed a system capable of making consistent choices as conditions changed.地产营销既要跟随工程、销售与市场节奏，又要不断应对节日和社会情绪。 零散需求无法避免，但品牌表达可以不零散。 客户真正需要的，是一个能在变化中持续作出选择的系统。
02
The decisive insight关键洞察
The right starting point was not 'we need another poster' but the current business objective and audience emotion: establish a cultural experience, respond to the return to school, open a model space, or create a family reason to visit. Once the theme was clear, content, interaction, on-site experience, and sales tools could serve it together.明通不从“还缺一张海报”开始，而从阶段目标与受众情绪开始：当时需要建立文化体验、回应复课、打开样板空间，还是创造家庭情感与到访理由？ 明确主题后，再让内容、互动、现场与销售工具共同服务。
03
The core idea核心创意
Build an annual strategic spine and visual system, then translate each monthly objective into a coordinated set of online content, H5 experiences, long-form comics, sales-center materials, events, and conversion tools.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
围绕核心判断，统一策略、创意、内容、媒介与体验触点。
02
根据目标人群与渠道任务拆解执行，并在项目过程中持续校准。
01
Defined the annual strategic and visual foundation before addressing monthly requests.
02
Selected each phase theme from the business objective and audience emotion rather than from a format request.
03
Coordinated digital content, H5 experiences, long-form comics, sales-center environments, events, and sales materials around each theme.
04
Adjusted channel and on-site execution as project, sales, and market conditions changed.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
明通能承担高频、复杂、长周期的地产年度代理，不只交付创意，也能管理从策略到现场的大量细节。
02
我们帮助客户减少反复沟通，让每个节点服务同一个项目价值。
01
The company records show high-frequency, complex, long-cycle delivery managed through one project-value system.
02
The approach reduced repeated coordination by making each marketing moment serve the same strategic direction.
What this proves它证明什么
Why this case matters案例价值
The case materials document annual strategy, monthly themes, a unified visual system, and coordinated digital, on-site, event, and sales deliverables.这个案例展示了明通如何围绕“用一套系统管理全年的营销变化”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
A brand upgrade should do more than change a slogan; it should translate corporate strengths into value that customers can recognize.品牌升级不是更换一句口号，而是把企业能力改写为用户价值。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
