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REALTOR® Association of Sarasota and Manatee

OUR CHALLENGE.

The REALTOR® Association of Sarasota and Manatee (RASM) in Florida provides over 8,000 REALTOR® members with the support, education and advocacy they need to succeed in real estate. Celebrating 100 years in 2022, this is a pivotal year to underscore RASM’s value in delivering the 3 Ps of professionalism, production-levels, and profitability for its members.

Established through a merger of the Sarasota and Manatee REALTOR® Associations, RASM lacked a unified brand and effective marketing. Member engagement had weakened and poor consumer awareness was affecting members’ businesses. The newly-formed association needed to quickly reengage both members and consumers.

OUR SOLUTION.

RASM chose Agency McKenna with over 15 years guiding REALTOR® associations across the U.S. The objective: to strengthen its brand, reinvigorate its communications to increase participation among its members and demonstrate the value of working with a RASM REALTOR® to consumers.

After conducting research to assess RASM’s current situation and brand position, we revitalized the association’s brand identity system and developed a tagline system. We also led an overhaul of RASM’s communications, including a new website and a redesign of the magazine and e-newsletter. Finally, we combined these efforts with member and consumer campaigns and developed new resources to mobilize members and business partners.

RASM Tagline

CRAFTING A REVITALIZED BRAND.

Refreshing RASM’s primary brand identity and redefining its brand guidelines resulted in wider recognition of the association and greater trust in the brand.

RASM Logo

DEVELOPING A SYSTEM OF SUB-BRAND IDENTITIES.

RASM’s sub-brand logos were previously not tied to the primary brand or optimized for communication platforms. Agency McKenna created a unified system that strengthened the RASM message across departments and further increased trust in the association.

THE BRAND PROMISE.

“Reach Further” supports RASM’s positioning strategy and personality. It communicates RASM’s aspirational brand promise and value to members, prospects and the public.

RASM Tagline 2
RASM Brand Launch

LAUNCHING THE BRAND.

Agency McKenna developed the “Reach Further and Go Beyond” brand launch campaign to promote RASM’s new tagline, communicate the many benefits of joining RASM, and serve as a catalyst to build more engagement. Inspiring REALTORS® to sell real estate in Sarasota and on the moon.

RASM Brand Launch 2

ENGAGING CONSUMERS.

Agency McKenna developed a campaign targeting consumers in Sarasota and Manatee, Florida counties. With a bold call to action, the campaign focused on reversing low inventory issues and increasing listings in their market. The campaign’s bold typography and facts pulled in audiences from local media outlets using measurable digital marketing. Agency McKenna also provided campaign assets for RASM members to use on their social media channels, email and website to amplify reach.

not enough house
RASM Dream Home Campaign 2
RASM Dream Home Campaign 3
RASM Dream Home 3
100 Years of Impact Eblast

SHOWCASING MEMBERS.

With RASM’s Centennial, Agency McKenna developed a 100 Year campaign that features their core focus as an association: their members. The campaign started with a member photo and video shoot, which lead to the creation of a variety ads to share their message.

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100 Years of Impact Digital Ads

MEMBER SATISFACTION SURVEYS.

To assist RASM with its annual Strategic Planning, it relies on Agency McKenna to conduct an organization-wide survey. AGMK invited all members with 1,126 completing the survey, a 42% increase from the previous survey. Essentially, we ask what do members value and what do they use. New this year, we asked CX questions including Net Promoter Score®, communications and customer service, which received excellent member feedback. RASM’s Chief Executive Officer Jeff Arakelian, AHWD, CIPS, RCE adds “Agency McKenna, thanks so much for the Member Satisfaction Survey presentation. As a result, our strategic planning sessions went very well.”

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member satisfaction survey
member satisfaction survey
RASM REALTOR® Charitable Foundation

CHARITABLE FOUNDATION MARKETING.

RASM also engaged Agency McKenna to launch their new charitable foundation. We created a sub-brand logo to serve as the face of the foundation and connect to RASM’S broader branded system. We also developed a press release and vision messaging to jumpstart the RASM Foundation.

MAXIMIZING MEMBER PARTICIPATION.

To help RASM members learn about and access the many resources available to them, Agency McKenna developed a Member Services Guide. Created with a flexible, customized system of individual cards within a handy portfolio, this guide made it easy for the association to update and reprioritize information across departments. Over 50% of all members use the Member Services Guide.

RASM Website

BUILDING AN INVITING NEW WEBSITE.

Agency McKenna created a vibrant and mobile-friendly website that embodied the new branding and used consistent messaging for members, business partners and consumers.

TRANSFORMING THE MAGAZINE.

Agency McKenna overhauled the look and feel of RASM’s flagship communication, its magazine by giving it a new, attractive layout and rebranding it with an exciting and memorable new name. “Elevate” captures the brand promise, Reach Further, and the value of the magazine’s content.

RASM Magazine

CASEPRO – PROFESSIONAL STANDARDS TECHNOLOGY.

RASM has been a CasePro client for many years. Agency McKenna invented the real estate industry’s only all-in-one Professional Standards Case Management Software that serves over 500,000 members and 167 REALTOR® Associations including 7 API integrations for Association Management Software. CasePro makes it easy to manage case pipelines, produce accurate documents, schedule meetings and track communications from anywhere. Online 24-7-365.

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casepro - professional standards technology
RASM Business Partner Directory Cover

LEVERAGING BUSINESS PARTNERS.

The RASM Business Partner Directory, which is both a recruiting and retention tool for over 400 business partners. It’s also a resource to enhance member value, highlighting sponsors within a comprehensive listing of partners in all categories.

Business Partner Directory

WHAT OUR CLIENTS SAY.

“Your survey presentation was very helpful to our Strategic Planning discussions, and I think it was very eye-opening to the board. We are looking forward to building a plan to support our new and long-term strategic plan that will begin in 2023. Thank you, Agency McKenna!”

Gina McCarthy
Vice President of Communications and Engagement
PREVIOUS WORK

OUR SERVICES.

Brand Strategy | Communications Audit | Focus Groups | Brand Identity | Sub-Brand Identity | Tagline

Positioning Strategy | Website | Magazine | Brand Launch | Consumer Campaign

Member Services Guide | Business Partners Directory

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