K Hoffman Marketing Portfolio by kent.hoffman

KENT HOFFMAN

PORTFOLIO 1

INDEX

Video & Digital Media

Marketing Campaigns

Print Resources

Organizational Branding

Social & Digital Media

Event Branding

Magazine Publication

BIO DESIGN IS A UNIVERSAL LANGUAGE Design is a universal language. It has always been a passion of mine to use design to convey a complex idea in a simple, graphical form across various mediums. Most recently, I have used design to communicate and collaborate with various audiences as the Regional Designer for RE/MAX Northern Illinois. From the Mississippi River to Lake Michigan and the Wisconsin border to I-80, RE/MAX Northern Illinois has over 2,400 brokers and agents who utilize websites, videos, and print marketing materials I have created to promote their services. Additionally, I have worked with various teams and vendors to create messaging and supportive campaigns to target potential franchisees, RE/MAX Northern Illinois real estate agents, and future homebuyers & sellers. Before my time at RE/MAX Northern Illinois I spent 3 years as the Director of Communications & Brand Standards for Triangle Fraternity. At Triangle ]I was tasked with expanding and rejuvenating existing digital media platforms, developing messaging to various events and press releases, and researching ways to create multiple effective touch-points with university students, alumni, and partner universities. Once these communication channels were established I aided in the development of our Salesforce CRM database and custom member portal to track member and alumni activities so we could monitor trends which would guide the development of future communications. WHAT DO I BELIEVE IN? Strong collaboration and clear communication, are the cornerstones to any strong business relationship. No one individual has the answer to every single question however, within a team, there are many diverse philosophies to learn from and implement to tackle any issue. On a personal level, I believe in making the most out of every opportunity while inviting anyone else who is up for being part for the journey (plus will have fun along the way). Trust is also key. Tasks are accomplished much fast - and with less stress - when you can rely on those around you, and when others can also rely on you. VISIT MY WEBSITE AND ONLINE PORTFOLIO www.kenthoffman.net

VIDEO & DIGITAL MEDIA The marketing team at RE/MAX Northern Illinois targets three distinct audiences: franchisees, real estate agents, and homebuyers & sellers. In order to constantly share our messages, opportunities, and news to a wide array of current and potential clients video and digital media are heavily relied upon. Working in conjunction with our marketing team, it was the object of RE/MAX Northern Illinois to continually develop marketing points which would be relevant to our audiences across our wide spectrum of city, suburban, and rural customers. The objective: expand email marketing campaigns to deliver resources and news to our franchisees in a concise manor, design websites that are that easy to navigate from desktop and mobile devices, and create promotional videos to inform and excite franchisees and consumers about new regional programs.

The RE/MAX Northern Illinois Franchise Sales website is key source of information agents looking to purchase or open a new office in the RE/MAX Northern Illinois network. Facts and figures, along with key links to additional digital resources, are easily accessible for anyone inquiring about entering the world of real estate franchising. Scan the QR code to the right to visit www.remaxillinoisfranchise.com.

MARKETING AUTOMATION

Digital fliers, printable door hangers, and USPS mailable & e-mail based postcards are some of the few featured offered as part of the RE/MAX Northern Illinois Marketing Automation system. This powerful digital tool automatically pulls an agentâ&#x20AC;&#x2122;s listing from the Multiple Listing Service and creates an array of marketing material branded with templates specifically designed for our region.

To promote the RE/MAX Northern Illinois Marketing Automation system, a series of hype videos were created to educate franchisees and agents about the capabilities of the most powerful marketing tool at their disposal. These videos were also developed to be utilized by any franchisee wishing to incorporate them into an agent recruitment pitch. Scan the QR code to view.

The RE/MAX Northern Illinois mobile app constantly receives system updates to improve usability and add new functions. To keep current and potential customers up-to-date on what the mobile app has to offer, graphic product descriptions were created to illustrate the array of real estate tools one’s disposal housed in a user-friendly environment. Scan the QR code to visit the Apple Store to download the app.

In 2016 RE/MAX Northern Illinois partnered with DocuSign to digitize paperwork involved in the sale or purchase process. Since DocuSign’s introduction, the region has expanded the capabilities to automate the distribution and collection of forms between offices and agents. In order to promote these improvements, a video was developed to provide a clear overview of DocuSign’s features. Scan the QR code to view the video.

VIDEO & DIGITAL MEDIA While RE/MAX LLC. provides generic marketing slogans, videos, and print advertisements, RE/MAX Northern Illinois chooses to create its own campaigns to form a stronger connection to the local market and compete directly with local competitors. Marketing campaigns developed by RE/MAX Northern Illinois covered a wide variety of mediums from digital videos, to print advertisements and brochures included major Chicagoland newspapers.

Download our Real Estate App available on

The “Let Us Show You . . .” campaign was developed in 2017 in order to begin a shift of tone in which RE/MAX Northern Illinois advertising spoke to consumers. Previous campaigns featured property photos or simply the RE/ MAX Balloon tied to a statical slogan. The “Let Us Show You . . . “ campaign features a human-touch in order to demonstrate to consumers they are the central focus of every real estate transaction.

Chicago Tribune RE/MAX Collecation Magazine Distributed through a partnership with the Chicago Tribune, The RE/MAX Collection Magazine is mailed to consumers located within the 50 wealthiest zip codes in Northern Illinois. Scan the QR code on the left to view the full magazine.

The agent centric marketing campaign “RE/MAX Northern Illinois Gives You. . .” showcases the best business opportunities RE/MAX Northern Illinois has to offer agents. The simple graphic element echoes the text highlighted in each ad. Supplemental information balances out negative space while advertising readers who choose to read the fine print.

Outdoor advertising is conducted yearly throughout the ‘buying and selling season.’ The 2016 RE/MAX Northern Illinois campaign followed a simple formula of highlighting the company’s most recognized graphic elements and marketing claims. A dash of humor was included on one billboard flight in an attempt to lighten the mood of someone stuck in rush-hour traffic. Outdoor advertising was conducted on both static and digital billboards located in high volume traffic areas.

Franchisees and agents could choose from a number of pre-designed page layouts to showcase their most exclusive properties. Once a template was selected, agents were guided through the process of preparing the needed listing information and acquiring high quality photographs to be presented in the magazine.

PRINT MATERIALS The use of digital and Social Media continue to rise, however print materials still have a prominent place in real estate. Agents meet with clients in a wide range of locations and sometimes WIFI and internet connection are not readily available. In these instances print materials still remain the standard in real estate marketing. Several print resources developed at RE/MAX Northern Illinois are marketed towards RE/MAX agents seeking materials to strengthen their conversations with homebuyers & sellers. As RE/MAX contains many brands - RE/MAX, The RE/MAX Collection, RE/MAX Commercial - the goal throughout the development of all print resources is to keep the message simple. A simplistic story allow homebuyers & sellers to focus on the aspect of real estate deals which are important to them without being overwhelmed by information. Simple messaging also allows each independent real estate agent and franchisee to put their personal spin on the resources they use to promote their individual, unique brand.

Outstanding Agents. Outstanding Results.® January 1, 2016 - December 31, 2016

16.5 7.8

Coldwell Banker

7.5

@properties

7.1

Century 21

6.9

Baird & Warner

Berkshire Hathaway Home Services

6.8

AVERAGE TOTAL UNITS SOLD PER AGENT

illinoisproperty.com

No one sells more real estate than RE/MAX ® This graph represents the total number of transactions of attached and detached residential sales of each organization listed, divided by the number of agents reported, at year-end 2016, according to data provided by Midwest Real Estate Data, LLC (MRED), the Freeport Association of REALTORS®, the Quad City Association of REALTORS® and the Rockford Area Association of REALTORS®, and aggregated by RE/MAX Northern Illinois. Provision and aggregation of data depends upon the accuracy of the data provided to MRED, the Freeport Association of REALTORS®, the Quad City Association of REALTORS® and the Rockford Area Association of REALTORS® as well as the identication of that data as an afliate of a larger brand. Accordingly, neither MRED, the Freeport Association of REALTORS®, the Quad City Association of REALTORS® and the Rockford Area Association of REALTORS® nor RE/MAX Northern Illinois guarantees the completeness or accuracy of the results as displayed above. Data maintained by MRED, the Freeport Association of REALTORS®, the Quad City Association of REALTORS® and the Rockford Area Association of REALTORS® may not reect all real estate activity in the market. Each organization listed closed 10,000 or more total transactions at year-end 2016. Northern Illinois is dened as the counties of Boone, Bureau, Carroll, Cook, DeKalb, Dupage, Grundy, Henry, Jo Daviess, Kane, Kankakee, Kendall, La Salle, Lake, Lee, McHenry, Mercer, Ogle, Putnam, Rock Island, Stephenson, Whiteside, Will, and Winnebago. © 2017 RE/MAX Northern Illinois. Each RE/MAX® ofce is independently owned and operated.

Agents in RE/MAX Northern Illinois love nothing more than to show off that they are part of the #1 real estate brand associated with the worlds largest and most productive real estate network. The RE/MAX Northern Illinois Agent Productivity poster is created yearly and distributed to all RE/MAX franchise offices in Northern Illinois. The poster featured above includes the new RE/MAX Balloon and wordmark which debuted in August 2017.

Listing Presentation Packages Each RE/MAX Northern Illinois Listing Presentation box is wrapped in a linen finish and features the logotype of the RE/MAX or The RE/MAX Collection brand in a sleek silver foil. The interior contains a pocket for personalized marketing materials, a slot for business cards, and foam padding to place additional listing information alongside the RE/MAX Northern Illinois Listing Presentation book.

Details of the RE/MAX Listing Presentation book includes sections highlighting the power of the RE/MAX brand, digital consumer resources, the global reach of RE/MAX, and tips to guide clients through the buying & selling process. Scan the QR code below to view a digital version of the listing presentation book.

FIRST LAST NAME Agent Designation Personal Cell Phone Personal Email Personal Agent Website

Ofce Name Address Line 1 Address Line 2 City, State Zip Code Ofce Phone (###) ###-#### www.ofcewebsite.com

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Each ofce independently owned and operated.

Supplemental material was made available for agents to customize when purchasing a RE/MAX Northern Illinois Listing Presentation box. This featured literature is a Competitive Market Analysis presentation where agents can explain to a client the services they offer, their personal marketing strategy, and how a final listing price is determined. This presentation was formatted to be shown as a slideshow on tablet as well as printed.

Outside of regional marketing campaigns, marketing materials were designed for individual RE/MAX agents and offices. Featured: top left, postcard template which highlights market trends within the market of a specific agent and (right) handouts promoting the digital tools they can provide to homebuyers & sellers.

The franchise sales brochure, in additional to single page handouts, aid RE/MAX Northern Illinois in promoting franchise opportunities to agents and potential franchisees from outside the network.

Additional, customizable supplemental marketing material RE/MAX Northern Illinois Listing Presentation Packet: agent biography.

BRAND DEVELOPMENT Since Triangle Fraternity’s founding in 1907 the Triangle-T has served as the organization’s Greek letters. In 2011 the Triangle Fraternity’s Globe Logo branding campaign was established as part of organization wide re-branding campaign. The Globe Logo serves to acknowledge Triangle’s past while, at the same time, visually symbolizes the Fraternity’s future. The Globe Logo incorporates Triangle Fraternity’s official trademark, the Triangle-T. The image serves as is a graphical reference to the greater good Triangle Brothers bring to their chapters, communities and the world. Graphically, a minimalistic approach to the Globe Logo was taken. Common fonts flank the globe which lays on a transparent backgrounds. During the development of the Globe Logo Triangle Fraternity began to re-evaluate and expand the organization’s marketing focus. A simple logo allows for graphic flexibility across various types of media.

Color Scheme Pantone 1955 CV CMYK C: 9 M: 100 Y: 54 K: 43

RGB R: 138 G: 21 B: 56

HEX: #8a1538 Websafe: #990033

Pantone 430 CV CMYK C: 33 M: 18 Y: 13 K: 40

RGB R: 124 G: 135 B: 142

HEX: #7c878e Websafe: #999999

Pantone Medium Yellow C CMYK C: 2 M: 10 Y: 100 K: 0

RGB R: 255 G: 228 B: 0

HEX: #ffd900 Websafe: #ffcc00

Pantone Cool Gray 2 C CMYK C: 5 M: 3 Y: 5 K: 11

RGB R: 208 G: 208 B: 0

HEX: #d0dce Websafe: #cccccc

Black CMYK C: 0 M: 0 Y: 0 K: 100

RGB R: 0 G: 0 B: 0

HEX: #000000 Websafe: #000000

Typography Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Italic

abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Narrow

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Copperplate Gothic Light Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Brand Standards Guide 18

For complete details and usage rules for all Triangle Fraternity logos and insignia scan the QR code to the left to view the complete Triangle Fraternity Brand Standards Guide.

Historically the colors of Old Rose, defined as Pantone 1955CV, and gray, defined as Pantone 430CV, have served as Triangle Fraternityâ&#x20AC;&#x2122;s symbolic colors. In order incorporate a wider variety of color yellow, light gray, and black were chosen to create a secondary color scheme. All colors in the secondary color scheme fall on the Pantone color pallet to achieve branding consistency.

No matter how a logo looks, how it functions with text is critical to its success. In order to avoid the use of a wide variety of fonts Arial was selected to serve as a primary font. The simple, clean, San Serif font assists in promoting the Globe Logoâ&#x20AC;&#x2122;s no-frills design. Copper Plate gothic was chosen as the secondary font to serve as a Serif alternative.

Top to Bottom, the Triangle Globe logo used in a variety of print media including banners, clothing, and novelty items.

While Triangle Fraternity has had a variety of branding schemes a brand standards guide was never developed. In 2015 an organizational branding guide was adapted to establish branding guidelines.

19 19

SOCIAL & DIGITAL MEDIA As an organization grows it is imperative to constantly keep up with, and strive to get ahead of the digital marketing curve in order to inform all interested parties of upcoming news, events, and opportunities for engagement. The objective: create, from scratch, various digital media, email marketing campaigns, and a Social Media presence to promote the organization. Additionally, update Triangle Fraternityâ&#x20AC;&#x2122;s website in order to streamline the distribution of information and expand the sites to focus to encompass the audience of existing organizational members, prospective members, universities and parents.

Social Media

Visit Triangle Fraternity’s Facebook page by scanning the QR code to the left.

The Triangle PREVIEW is the Fraternity’s quarterly alumni newsletter. It is a join venture between Triangle Fraternity, and Fraternity’s fundraising arm, the Triangle Education Foundation.

Visit Triangle Fraternity’s Twitter feed by scanning the QR code to the left. 21

The Headquarters News is distributed via email to all undergraduate members monthly with the goal to provide a compact, bare bones, factual, newsletter which can either be skimmed through or provide useful links to detailed articles and resources.

www.triangle.org is the main online resource for all Triangle Fraternity members. From educational resources to news the website has to remain flexible for all types of use and expansion. To visit, scan the QR code to the left.

23 23

EVENT BRANDING Throughout the year Triangle Fraternity hosts multiple events with a variety of purposes and target audiences. To graphically differentiate each function unique logos and insignias were developed to symbolize an eventâ&#x20AC;&#x2122;s mission. Additionally, the creation of graphics for each function allows fraternity members and curious guests to easily identify an organization or event. While each event has its own brand the theme behind the Triangle Fraternity Globe logo and the values of the Fraternity were incorporated in the development of each event logo.

The Herbert F. Scobie Leadership School is Triangle Fraternityâ&#x20AC;&#x2122;s award winning summer leadership academy. Hosted every two years members, from around the country gather in Terre Haute, Indiana on the campus of the Rose Hulman Institute of Technology to learn and refine their leadership skills. The leadership school logo consists of a shield divided into three parts featuring an atom in the upper left, a compass to the right, and a Triangle-T at the bottom. The atom represents science, the compass symbolizes architecture, and the triangle symbolizes engineering. These three areas of academic study comprise the membership of Triangle Fraternity. The color scheme of Pantone 1955CV and Pantone 430CV carries over the Triangle Fraternity Globe logo color scheme.

Leadership & Training Weekend (LTW) serves are the organization’s officer training weekend. The main LTW logo is a growing oak tree. The use of the oak tree comes from a value portrayed on the Fraternity’s Coat of Arms. It is budding, not fully grown tree as LTW is a weekend our members attend in order to develop their own personal leadership style and grow as a leader. The roots of the tree are shown to symbolize a leader may only grow if have a strong foundation (chapter leaders, personal values, etc.). The colors of the leafs symbolize the 5 educational tracks. The colors remain consistent from past branding but the shade of each color is drawn from the color pallet of our Coat of Arms. To graphically differentiate all Leadership & Training Weekend tracks, a color from the event’s main logo has been assigned to each track. Aside from the Steven L. Miller Presidents’ Leadership Academy all individual track medallion logos contain the main budding tree logo accompanied by their designated color: black for the John Wakerly Leadership Advantage Conference, green for the Member Education Forum, blue for Marketing, and gold for the Finance Workshop.

Every two years Triangle Fraternity hosts a National Convention to serve as a platform to host alumni reunions, discuss the future of the organization, and award prestigious brothers. Every two years the Convention takes an entirely new setting and theme requiring the branding for a National Convention to be unique to each event. In July 2015 Triangle Fraternity hosted National Convention in Washington D.C. As this event was hosted in the nationâ&#x20AC;&#x2122;s capital the patriotic colors of red, white, and blue dominate the color scheme. This particular Convention was billed as a destination event - several activities took place at various D.C. establishment the logo design features icon D.C. imagery.

The Convention 2015 branding scheme of red, white, and blue with graytone imagery is continued onto a mircosite created for event registration and attendee information.

The iconic landmarks within the medallion logo are further highlighted when overlayed on photography of iconic Washington D.C. in this screenshot of a marketing email. 27

MAGAZINE PUBLICATIONS Since 1911 the Triangle REVIEW has served as Triangle Fraternity’s official magazine. However, since the it’s creation very little had changed until 2013. Up to that point the magazine had changed graphic direction from issue to issue and served as the one-stop-shop for all Triangle Fraternity news. With the increased use of digital media, the mission of Triangle REVIEW was revised to alter the “all-in-one” communication approach and target the journalistic focus to serve as a platform to share Alumni feature stories, Education Foundation success stories, and quarterly chapter updates. To view online versions of the featured magazines scan the QR code to the left.

Graphically, the design of the Triangle REVIEW was simplified. The publicationâ&#x20AC;&#x2122;s cover took on a serif font header which could be overlayed on a variety of different photographs and design schemes. The interior color scheme was updated to reflect the organizationâ&#x20AC;&#x2122;s colors of Old Rose (Pantone 1955CV) and Grey (Pantone 430CV) along with accents from the secondary color scheme. Decreased text and condensed articles allow increased white space for photos and design elements to pop.