The board of The REALTOR® Association of Greater Fort Myers and the Beach (RAGFM) expressed frustration over the lack of brand clarity and produced the RFP to retain a company to assist with rebranding. Stated goals included: development of a recognizable brand to communicate the Association’s value to members and the value of REALTOR® designation, and to identify social media strategies to increase member engagement and generate greater awareness of the Association. The primary target audience was primary members of the Association. Secondary target audiences were other Association members and residents of Fort Myers interested in real estate.
PTE applied their brand development process including research and strategy sessions with board members and staff, development of a timeline and production of a formal member research study. Based on that, PTE developed a custom logo and strategic multi channel communication plan involving: traditional and digital public relations, social media and community relations. Brand elements updated included: RAGFM stationery, social media icons and graphics, email signatures and presentation templates.
PTE also developed a brand standards book and a proposal for updating the Association website and applying new brand standards. Communication channels used to introduce the new brand included: RAGFM emails to members, intro video, and presentation to the board, social media channels, advertorials, and handouts at member events. Based on primary research results, PTE advised the Association to use Facebook, LinkedIn, YouTube and Foursquare as their primary social media channels. PTE coordinated Facebook campaigns that resulted in further engagement with members, indicated by audience interaction and growth.
- A new brand was developed and launched with member input within 6 months. RAGFM staff reported members have claimed better understanding of whom the organization is and positive feedback about the logo and branding, indicating it is “clean and stands out”.
- Communication channels experienced increased engagement as proven by social media activity, campaign engagement and other onsite activities.