Large State Association

Business Challenge:
Kansas Association of REALTORS® (KAR) had a problem with a large number of their 9,000 members suffering from RDR (Realtors® Don't Read) Syndrome! KAR wanted to capture more member attention and improve response rates with better communications and creative marketing approaches.

Solution:
First, a member survey captured member perceptions and prioritized their unanswered needs. Based on members' survey responses, a renewed strategic vision and "branding" messages were created for the association with the help of nSight Marketing. With the new brand, KAR established a promise that staff and leaders could deliver. They now use the brand's marketing messages to consistently communicate in every member interaction. To improve communications, the staff attended a writing workshop and took an active part in a communications audit. They were then involved in developing a new communications plan which includes a written process so that frequency and content are thought out. They now measure the results of their communications over time. KAR uses video and emails to vary the way members receive information. With new members as a priority, KAR developed a unique, online training program. Communicating the program and packaging NEW EDGE supported one of their annual objectives to support their new members.

Result:
More members are opening communications and linking to related material on the website. Marketing has helped unify the staff and better connect with members across the state. The staff continues to look for areas to improve, and they track their progress regularly.

Examples of KAR projects and deliverables:








Testimonials:
"Melynn is the best at helping associations and staffs understand the world of communications, branding and marketing."
Karen Gehle, CEO, KAR

"Just wanted to show you how much the (writing workshop) session helped me yesterday. Below is the reminder for the (event) that we worked on over lunch. It sounds like a session that's important to attend!"
Christy Stinger, VP of Administrative Services, KAR

Local Association

Business Challenge:
Oklahoma City's REALTOR® (OKCMAR) Association wanted to deliver on a commitment to satisfying members' most pressing needs. Member surveys showed some services were underperforming and communications were overwhelming. OKCMAR's CEO took an aggressive approach to show members how important they are and deliver on its promise to the members. nSight Marketing partnered with CEO Dawn Kennedy and her team to craft and implement an ambitious marketing and communications plan worthy of the most discriminating member.

Solution:
Beginning with OKCMAR's goals, we conducted surveys, meetings, focus groups, and external benchmarking to contribute to the plan. With input from staff, board, and committee members, OKCMAR entered 2009 with a workable plan for marketing several key functions of the association: legislative affairs, a Young Professionals Network, the commercial division, and improving all association communications (even setting communication guidelines for committee chairs). Finally, OKCMAR established a new brand to guide board and staff decisions and daily interaction with members. Dawn and other association leaders directly communicate with members on important issues via new technologies such as video email.

Result:
By reinforcing clear communications and inspecting the work before it goes to members, all functions of the association continue to improve communications to members. Member complaints have turned into frequent accolades by those who see positive changes made across the association this year. The new committees and divisions are growing, allowing the CEO to focus on other association improvements she has in mind to continue to create an exceptional member experience.

Examples of OKCMAR projects and deliverables: