From the course: Storytelling for Advertising Campaigns
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Audience breakdown
From the course: Storytelling for Advertising Campaigns
Audience breakdown
- 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…
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