THE SITUATION
Association leadership knew they needed to make a change. The initial step took years…deciding a merger partner, finding common ground, and a board of directors vote. The next step was to convince membership to be part of a partnership with an association that delivered a brighter future: The best possible services, support and technology.

OCBR knew they had the right merger partner. They were missing the right message and a plan that would help them persuade members to join the new association.

THE SOLUTION
The 5-week “Own Your Future” plan and campaign to:

• Unify leaders on how to present the merger — key messages to answer “Why join NEXUS and Bright MLS?”
• Target large brokers who were being actively solicited with free dues by a competing neighbor association.
• Tell an engaging, impactful story through targeted, specific collaterals.
• Deliver the message in as many ways as they could: through live presentations, videos, hardcopy brochures, website promotions, social media, and a FAQ page on their website to direct members to the most up-to-date and accurate information.

THE STATUS
In a competitive situation, OCBR ended the year on pace to retain a majority of members, while losing a very few to the neighboring association.

Despite the competitive threat, OCBR’s dues renewal rate exceeded their expectations. They continue to communicate the message to Brokers and members – the new association and new MLS gives them an edge in the industry with access to better technology and the ability to better serve the REALTOR® and the consumer through a broader network of connections.