Grassroots local area marketing campaign
Client Needs
A leading real-estate agent was seeking new ways of differentiating their brand in the face of strong local competition and tough market conditions.
Key issues
Intense competition and declining market share challenged the client to adopt a new approach to promoting their brand. Our client had promoted their brand in the same way as its competitors through traditional print advertising and mass media unaddressed mailings with little evidence of any success in reaching out to their customers.
BlueFrog solution
Sponsorship program
Research conducted for the marketing plan, revealed the client’s ad-hoc support for a range of local community groups. Our recommendation was to integrate this passion into creating a formal community support initiative – called Community Connections. The aim of the program was to develop a relationship between the client and the local community, whereby the client invested time and financial resources to support their community groups and organisations. In return, the recipients of the program would receive an open-ended sponsorship or donation, based on the number of referrals they receive to sell a home or property.
Giving back to the community
In 2008, BlueFrog Marketing introduced the community citizenship awards night as part of the sponsorship program. The event was well received and the awards were seen as a real achievement by the winners and community partners entrenching the client’s relationship with their local area market.
Results
The success of the Community Connections program was exemplified by its recognition and support within the local community. Many groups have generated significant referrals as a result of the sponsorship initiative but more importantly our client is perceived as an integral part of the local community. The relationships developed between the client and their stakeholders will continue to persist as the program continues to grow in the coming years.
The Return On Investment for one community group resulted in an impressive 8 to 1 in 2008 after just 12 months after the program’s launch.
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