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REALTOR® Association of Sarasota and Manatee

OUR CHALLENGE.

The REALTOR® Association of Sarasota and Manatee (RASM) in Florida provides REALTOR® members with the support, education and advocacy they need to succeed in real estate.

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

RASM Dream Home
RASM Dream Home Campaign 2
RASM Dream Home Campaign 3
RASM Dream Home 3
RASM Consumer Campaign
RASM Consumer Campaign 2

OUR SOLUTION.

RASM chose Agency McKenna to strengthen its brand, reinvigorate its communications to increase participation among its 6,500 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 to broadcast its brand promise to both members and consumers. 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 the platforms used. 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.

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 own social media channels, email and website.

RASM REALTOR® Charitable Foundation

CHARITABLE FOUNDATION MARKETING.

RASM also engaged Agency McKenna to launch their 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.

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.

RASM Website

BUILDING AN INVITING NEW WEBSITE.

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

TRANSFORMING THE MAGAZINE.

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

RASM Magazine
RASM Business Partner Directory Cover

LEVERAGING BUSINESS PARTNERS.

The RASM Business Partners Directory, which is both a recruiting tool for business partners and a resource to enhance member value, highlights sponsors within a comprehensive listing of partners in all categories.

Business Partner Directory
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

NEXT WORK