Working in Waco's Demanding Market.
Kelly, Realtors signed me on to take on the position of Marketing Director for the company as a whole. The goal with is position was to help update the look and feel of the company. Along with this position came creating and managing all the graphic needs of the company, promotional and in-house. PR, writing, and photography were involved with the role.
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KELLY REALTORS
As a director, you are responsible for all the marketing efforts of the company. This includes branding, outreach, and any materials that realtors would use to market themselves. In charge of the contracts with vendors, managing those budgets and relationships. Create and manage all the graphic needs of the company, promotional and in-house. PR, writing, and photography were involved with the role.
The Role and the Duties
Branding Mock-Ups
Along with each theme came along with a few mock-up ads. There are created to help showcase more of what the brand could look like in real-world applications versus just a mock-up ad. The style we chose was a mix of both bold and bubbly styles that were presented.
One of the first things I was challenged with was figuring out how to modernize the ads that were being put out from the company. Since they truly didn't have an in-house person before, the role would fall onto whoever. This tend to lead to some dated projects.
I researched and found a few different styles that the industry was leaning towards. Real Estate is such a board market, that I decided to come up with a few different style guides to help narrow out the direction we wanted to go in.
Updating the Company
Post Plannning and Execution.
Once we had a theme, we delve right into the process of rolling out new marketing materials, such as new local ads, business cards, and other various promotional items. I also had to update social media and keep up with posts. The first big project was to update new business cards to all of the company's agents and help set some brand standards with the company.
For the branding standards, we decided to implicate a brand book to help agents know what we were expecting out of their marketing. One downfall that comes with real estate is that each agent can do their marketing as a whole. They, of course, kept that right, but we wanted to make sure that there were some restrictions to help preserve our look as a company.
Along with the brand book, each agent got an option of a standard card we wanted to utilize in the company. There was a standard back, but agents had the choice to pick a front. I designed all of them, including the owner/ brokers.
Ads and Promotions
One of the most important aspects of the roles was creating and publishing ads for the company. This was either through social media or local publicaitons. Each month we would stick to a campaign and share ads based on it. These are all real ads that got published in the local scene of Waco.
