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Case Studies - Large State Association
State Association changes their approach to their communications in order to raise awareness of all that they offer to members.
Business Challenge:
Kansas Association of REALTORSŪ (KAR) knew many of their 9,000 members weren’t paying attention to their communications. KAR wanted to capture member attention and improve response rates to their programs and services. They knew they could do this with better communications and creative marketing approaches.
Solution:
• KAR’s business plan guided all their activities
• Communications Audit helped prioritize areas needing the most help
• Member Surveys captured member perceptions and unanswered needs
• Brand Promise ensures consistency and directs all communications efforts
• Writing Workshop unified the staff in their approach to communications
• Video Emails help deliver important KAR value-added benefits in a unique format
• New Member Kit welcomes new members to KAR programs and an on-line training program
• Internal communications manual now gives KAR staff a systematic approach to their communications
Result:
Members are enthusiastic about the quality and consistency of KAR communications. Branding has helped unify the staff and better connect with members across the state with a single promise. The staff continues to look for areas to improve, and they track their progress through a communications dashboard on a quarterly basis.
State Association changes their approach to their communications in order to raise awareness of all that they offer to members.
Business Challenge:Kansas Association of REALTORSŪ (KAR) knew many of their 9,000 members weren’t paying attention to their communications. KAR wanted to capture member attention and improve response rates to their programs and services. They knew they could do this with better communications and creative marketing approaches.
Solution:
• KAR’s business plan guided all their activities
• Communications Audit helped prioritize areas needing the most help
• Member Surveys captured member perceptions and unanswered needs
• Brand Promise ensures consistency and directs all communications efforts
• Writing Workshop unified the staff in their approach to communications
• Video Emails help deliver important KAR value-added benefits in a unique format
• New Member Kit welcomes new members to KAR programs and an on-line training program
• Internal communications manual now gives KAR staff a systematic approach to their communications
Result:
Members are enthusiastic about the quality and consistency of KAR communications. Branding has helped unify the staff and better connect with members across the state with a single promise. The staff continues to look for areas to improve, and they track their progress through a communications dashboard on a quarterly basis.
KAR earned recognition for excellence in communications with two awards for the Kansas Association of REALTORŪ New Member Kit. Click here to view the awards.
Examples of KAR projects and deliverables:
