Intero Real Estate – Branding, Advertising and Content Marketing
Previous slide Next slide Intero Real Estate in Vacaville is the successful brokerage of Elizabeth Fry. With over 35 years of experience, Elizabeth’s brokerage covers a four county area from Yolo and Solano to Napa and Sonoma. Having practiced real estate under a few companies over the years, there was a desire to bring focus to the brand hierarchy, as well as push the boundaries of the Intero branding, established by parent Berkshire Hathaway. Our Approach Using data from recent years sales, we were able to provide a more accurate picture of the most profitable Intero customer. Speaking to not just any home seller, but a seller moving up to their second, third or more home, helped us to tune the branding and messaging for Intero to reach a more experienced clientele. Using insights from the MKTNG Brandstorm workshop we conducted with Intero, we identified their position in the marketplace, honed their creative and established a cohesive hierarchy for their brand. Outcome Intero was advertising in a variety of mediums, with each vendor taking some liberty with their brand. MKTNG created striking templates for advertising as well as for the recruitment of agents. We established a tagline for their brokerage based on their clients desire to buy or sell the right place, right price and at the right time, “It Time for Intero”.
Ops Perfection
Previous slide Next slide Ops Perfection cared about user experience. Ops Perfection is a contract mortgage processing company in Northern California. They partner with loan officers to process mortgages quickly and efficiently to close deals faster and at no cost. Ensuring their website and loan submission process are easy to navigate and use is crucial to their success. Our Approach We redesigned their website to be more branded and visually appealing so important information is seen easily and the call-to-action is clear. We also created a client portal for their loan submission process that integrates with their cloud-based storage. Outcome Their new website has helped to better inform new loan officers interested in Ops Perfection’s services and service areas. It has also aided in creating a more cohesive brand for them. The creation and integration of the new client portal have made their loan processing more efficient which has helped them save man-hours and increased their client satisfaction.
Brightwork Digital Display Ads
Previous slide Next slide Innovative Ad Campaigns for Increased Brand Presence BrightWork Realty Advocates is a real estate group serving the East Bay Area in Northern California. They partner with their clients to help them make smart, solutions-based real estate choices to achieve their real estate goals. Keeping top of mind in the residents of the communities they service is crucial to their success and growth. Our Approach We created digital display ad campaigns for each agent and an enticing incentive program they have to offer to those looking to sell their homes for top dollar that were served to the surrounding local communities. Each campaign ran to a targeted audience of interested parties browsing online and, where applicable, to a CRM match audience. Outcome The campaigns have increased the number of people visiting the BrightWork Realty website and increased the number of impressions the ads have generated by 458% from the previous year. The branded messaging of the ads has generated increased brand awareness in the agents’ targeted geographical target areas.
Cresleigh homes
Cresleigh is a developer providing homes in five states. Cresleigh is a developer of multiple dwelling units (apartment and townhome communities), single family homes and mixed use commercial buildings in the urban core.
Go Palladio Mall
Reaching customers socially and bringing the virtual world to reality. Keeping the conversations top of mind with current retail store locations, products available, places to dine and events. Engaging with customers online keeps our client top of mind in the virtual social community and reminds real customers that Palladio in Folsom is the place they love to shop, dine and play.
Pottery World
A long time purveyor of fine pottery and home decor, Pottery World has grown to sell other products, opened new locations and a cafe. After decades of business, the creative for their website, social media, online and print advertising had become disjointed. The ad creative was often provided for free by advertising vendors. Creative grew disparate and lacked key brand touchstones. Our Approach Develop clearer brand standards which included logo treatments, colors, fonts and a style guide. Centralize the creative development and create a unified approach to the brand and campaigns. Outcome We were able to gain control of the brand through developing a centralized creative process. Weekly creative campaigns are developed collaboratively and concurrently with the client and deployed through each of the advertisers. Print and online ads contained the same offers and brand treatments. Advertising was also consolidated to fewer vendors to streamline reporting and simplify tracking.
Natural Stone Design Gallery
Off the Grid and apart from any design districts around Sacramento, Natural Stone Design Gallery is a stand-alone showroom isolated south of Sacramento. With over 25 years in business, Natural Stone Design Gallery had lost touch with their clientele. Our Approach Through the MKTNG brand positioning process, we provided Natural Stone Design Gallery with clarity regarding their target audience, competitive advantage and the benefit to their client. Outcome MKTNG developed a new brand image, and tagline “Own Your Style” that presents a unique point of difference they own in their industry.
Art Hotel
An abandoned apartment building located in the heart of downtown Sacramento, the Art Hotel was a temporary, immersive art exhibit that was open for just nine days. 130 artists, locally and from around the world, dead and alive, transformed the building’s 14 rooms, kitchens, bathrooms, hallways and stairwell for the community to experience and enjoy. Photos by Martin Christian Photography and Dreyfuss + Blackford Architects Our Approach Media outlets were not allowed access into the Art Hotel until the day it opened in February. With just a Facebook event, website and a group of volunteers from M5Arts to run the show, additional promotion was vital to get people to come out to experience the exhibition. MKTNG managed the outpouring of interest from regional media. Print media outlets were paired with individual artists to tell their own stories. City Scout was selected to be our media partner to create several pieces including videos, podcast, events and photography. More press releases and a media alert followed, leading up to the VIP Opening Night and Media Preview Event, both occurring before the grand opening to the general public on February 5. Outcome The Art Hotel experienced over 12,000 visitors in the nine days that it was open! We received live coverage from all local TV media, and we had over 80 features from multiple media outlets, including Spain and Nigeria. Over 3,000 people utilized #ArtHotel916 on Instagram. In addition, Dreyfuss + Blackford Architects created the Virtual Art Hotel, a temporary online tour for those who may have missed it, or want to experience it all over again. The media generated a reach of 22,291,802 impressions and a total media value of $76,343.00. Here are a few of our earned media features: Fox40 – Art Hotel 916 Sacramento Bee – Art Hotel Captures City’s Creative Drive Submerge Magazine – Art Hotel: If You Build It, They Will Come
Big day of Giving 2016
Big Day of Giving, or #BigDOG2016, is the 2016 online philanthropy campaign for the Sacramento Region Community Foundation. Now in it’s 3rd year, the twenty-four-hour marathon of giving has become the driving force for over 570 regional nonprofits. The Foundation turned to MKTNG once again to provide online marketing support ahead of the Big Day, with around the clock support on the Day of Giving. Our Approach The MKTNG team managed the online marketing for BigDOG for the month prior, promoting the Big Day. Event pages for the Foundation sponsored day and half-time show. By 8am on the Day of Giving, website servers managed by a third party began operating slowly, hindering donations and creating a poor experience for donors and nonprofits. Updates focused on rallying participation and maintaining excitement. MKTNG provided around the clock support for donors and nonprofits. MKTNG provided extended support through the prolonged 39 hour marathon of giving. Outcome On May 3th & 4th, 2016 MKTNG prov ided real time reports to the public and local non-profits from headquarters as well the Cesar Chavez Park Half-time Show. Using positive messages and memes and converting social media channels into a customer support line, donors were redirected to alternative sites for donating. The Region raised $7.4 Million for participating nonprofits, more than their goal, and a significant increase over the previous year. * The results of the campaign was in part due to the excellent planning and hard work of the Sacramento Region Community Foundation team. ** The Big Day of Giving was a volunteer effort of MKTNG. Our time was donated at no cost to the Region Community Foundation and https://bigdayofgiving.org.
