Join Stefan Mumaw for an in-depth discussion in this video Audience breakdown, part of Storytelling for Advertising Campaigns.
- The Kansas City Regional Association of Realtors,…or KCRAR for short, is the professional…real estate trade organization for realtors…in both the states of Kansas and Missouri.…To bring more value for membership,…they set out to launch a consumer campaign…designed to communicate the value…of engaging a realtor to potential home buyers and sellers.…The goals for the campaign, as provided by the client,…were to one, incite more home buyers and sellers…to engage a realtor at the beginning of the process.…
Two, sway potential home buyers and sellers…to initiate the home buying or selling process,…and to do so with a realtor by their side.…Number three, give member realtors assets…to market themselves to their potential audiences…while driving member pride and advocacy.…The campaign budget and media schedule was modest.…We'd be creating a series of print ads,…a number of digital display or banner ads,…static social content, a regional TV spot,…and a campaign destination micro site.…
Taking a story approach,…our process would be to first break down…
In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns