Business Issue: Kansas Association of REALTORS® is the state trade Association for the real estate industry. They admit many of their 10,000 members suffer from RDR (Realtors® Don’t Read) Syndrome! They asked for help with this dilemma to capture more member attention and relay the many benefits of KAR membership. Solution: Our work began with a member survey to validate perceptions from members and any unanswered needs. The survey indicated there were some offerings that set KAR apart. It pointed out areas where members had little awareness or understanding of KAR programs and services. Finally, it validated that communications needed organizing!

As a result of the survey findings, we undertook branding the Association. KAR wanted improved awareness of the unique promise the Association makes to its members. With input from Board of Directors, leadership, the staff, KAR leadership united for a branding workshop. NEW KNOWLEDGE was established as the new KAR brand; this brand promise has become the responsibility of every staff member, not only the education department! The staff is uses the brand’s marketing messages to communicate their services all member interactions.

Finally, to address communications, the staff attended a writing workshop and they were an active part of a communications audit, and subsequent development of a communications plan. The goal is to consistently deliver information the way members want to receive it. KAR has reduced the number of e-mails hitting members’ inbox, answering member’s needs for more concise, relevant information in a clear, simple format.

Result: KAR has a strong commitment to improving connections and their face to their members. Marketing was a way to unify the staff and better connect with membership in all areas of communications. They inspect each other on the use of branding in all departments, and verify progress of the communications process each month.

Testimonials:

“Melynn is the best at helping associations and staffs understand the world of communications, branding and marketing.”

"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! Hooray!”

Business Issue: The goal for the company was top line revenue growth. The company had targets for product lines as well as growth in revenue. Together, we identified a significant revenue opportunity by improving penetration of large non-user accounts called "Elephant" accounts.

Problem: Non clients were challenging in terms of time and ability to "crack". The sales force needed help to "open the door" to prospects whose data center housed competitive equipment.

Solution: We created multiple high end marketing materials with messages based on solving a business problem, not selling a specific product. The first step was to identify the accounts to pursue. The "Elephant Hunter" program included multiple touches including direct mail, telemarketing, and e-mail marketing.

Result: This program exceeded expectations in Return on Opportunities for the sales force for new revenue streams inside non user businesses. It created multi millions of dollars in opportunities, to be realized in the succeeding two years.

Testimonials:

"Speaking on behalf of my colleagues at StorageTek, I appreciate all of your creativity and hard work in putting together programs that you created for us to use and providing each of us with the opportunity to build stronger customer relationships, and putting more money in our pocket."

Business Issue: For small business partners (sales reps and resellers), market share is the key to building and sustaining a successful base of business. Market share was also the key business priority for the manufacturer. The problem was a perception that the STK product was only for big business and unaffordable for the small business market. There was lack of awareness for the products focused to small business.

Solution: In order to create awareness that StorageTek offerings were tailored to both large and small businesses, a customized newsletter (with the sales reps picture on each piece) was created to begin to establish trust and the prelude to a phone call and foundation of a relationship. This awareness initiative helped communicate the value to the small business client. This was a first step to various demand generation programs to improve consideration for the StorageTek product line.

Result: After receiving 3-5 newsletters, prospects began to recognize the company name and the person reaching out to them.

Testimonial:

"What an upbeat, can-do, will do marketer with ATTITUDE! Great attitude and great results. The newsletter program has helped me improve loyalty and get into new doors. Melynn is the consummate professional."