Together We Will Do Great Things
THE PROJECT
The Greater Tampa REALTORS Association (GTR), has been a premier real estate resource in Tampa since 1911, representing more than 15,000 members throughout the Bay area. But these are no ordinary times for the dynamic and rapidly evolving real estate industry. To effectively navigate all of the challenges and demands, GTR needed to strengthen its value proposition to not only remain relevant but also be viewed as an irreplaceable resource to its members.
We began by crafting a brand positioning framework that was inspired by a membership satisfaction survey, competitive research, focus groups, and workshops. Next, we created and tested two creative concepts (with taglines) to further engage key stakeholders and determine the best creative strategy moving forward.
"Your Future. Our Focus." emerged as the campaign theme that best captured GTR's brand promise, pillars, and personality. With strong visual and emotional appeal, the new campaign conveys GTR's commitment to providing the best possible tools and resources to support its members and help accelerate their success.
THE IMPACT
The GTR brand campaign won Platinum at the 2022 MARCOM Awards and Platinum at the 2022 Hermes Creative Awards - two of the largest and most respected creative competitions in the world.
What We Did
Qualitative Research
Competitor Positioning Analysis
Brand Positioning Framework
Creative Concepting
Concepting Testing & Validation
Brand Guidelines
Brand Rollout Planning
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