Communications A to Z – Kansas Association of REALTORS®
Goals
(1) To capture more member attention and improve response rates to KAR programs and services.
(2) Ideas about how they could implement more creative and effective marketing approaches.
Approach
We began with a member survey to get external feedback (which we continue once a year to benchmark the progress).
We conducted a strategic communications audit to benchmark internal communication channels. The objective was to assess the effectiveness in reaching the intended audience, compelling members to read and respond, a review of frequency and channels of communications based on member preferences.
From this extensive exercise we created a customized, internal communications manual addressing everything from the style of the weekly newsletter to frequency and coordination of information.
A writing workshop helped create style and writing guidelines to create consistency in the look of communication pieces coming from KAR.
Outcome and Feedback
“Our work with nSight Marketing has made a 180-degree difference in how we communicate, when we communicate, what we say, when we use email, when we use postal mail, etc. Melynn created a dashboard report for all of our electronic forms of communication and each quarter we look at total percent of target audience reached, open rates, bounce rate, etc. and constantly revise to meet our annual objectives. It’s been a great process to identify what was working/not working. It was also very informative to hear from our members regarding what they valued as information/communication to receive from the association.
We earned recognition for excellence in communications with two awards for our Kansas Association of REALTOR® New Member Kit – NEW EDGE.”
Karen Gehle, CEO
Kansas Association of REALTORS®
Examples of KAR projects and deliverables:
