Reach Further with Your Association

Reach Further with Your Assocation

By: Jeff Arakelian, RCE and Warren McKenna, CAE

Every organization strives to stay relevant, build loyal relationships and serve its constituents. The REALTOR® Association of Sarasota and Manatee is no exception. In 2018, we embarked on a multiyear strategic program to engage our members and the public in more measurable and compelling ways.

We partnered with Chicago-based marketing firm McKenna Design Group to lead us through a strategic process that would yield a new tagline, magazine,sub-branding system, Member Services Guide and Business Partner Directory to accurately reflect RASM’s brand: one that inspires members to reach further with their membership.

COMMITTING TO MEMBER SUCCESS

RASM first started with the need to make better marketing and business decisions based on data. To that end, we launched the first of a biannual member satisfaction survey. We garnered 1,783 responses from this important survey. It identified more than 9 out of 10 are aligned with our mission. Not surprising, top RASM programs are tied to transactions (lockbox, forms, market statistics, etc.). What was insightful is that members also valued professional standards training, our website, weekly emails, our magazine. And this got us thinking.

If communication is the heartbeat of our relationships with members and the public, we need to do our very best at communicating. To add capacity and expert resources, we engaged a firm that specializes in brand development and marketing for associations, McKenna Design Group. Collaborating with RASM’s marketing team, McKenna Group re-engineered our email marketing, updated the look and feel of our website and enhanced ourmessaging. McKenna also pulled back the curtain, to say this— “RASM is much more than access to the MLS. Let’s show members and the public the value we bring and present it in a clear and invigorating way.”

RASM CEO Jeff Arakelian adds, “the charge for RASM became clear. How do we turn passive members into passionate ones and passionate members into brand ambassadors?”

Working with staff and leadership, we developed a new tagline to communicate an essential brand promise to our members “Reach Further. TM ”

A TWO-WORD PROMISE

In just two words, we can accurately communicate RASM’s brand. Having a tagline keeps the focus on everything we do to serve our members and the community. Think of it as a paired down version of our

To “reach” is to stretch, grasp and achieve — much like our members advancing their skills and gaining prosperity. “Further” is more, deeper and better. The tagline galvanizes RASM’s meetings, programs and resources that enable member success.

RASM provides access to a wide array of benefits, tools, market data, educational opportunities and discount programs designed to help you be more successful in the real estate industry. When you reach further with RASM, you are:

• Raising the bar for professionalism

• Expanding your network and industry connections

• Staying informed and adapting to market changes

• Learning new skills through specialized training to build your career

• Supporting the American Dream of homeownership

Just as RASM serves its communities, it was important that the tagline also serves its consumers. Gina White, RASM Communications & Marketing Director underscores, “for consumers, this message solidifies the value RASM Realtors® bring – resourceful, leaders, connected, part of the community, future-focused and professional.”

With the right message in place, the tagline is the catalyst to fortify RASM programs and heighten engagement.

EMBRACING A VISUAL AUDIENCE

In today’s digital world, how do we continue to visually express RASM’s relevance to our members and the communities we serve? During our initial research with McKenna Group, it became clear that we needed a more integrated approach to visual branding for the multiple departments and services at RASM.

We have taken this opportunity to showcase consistency in all department identities and to reinforce the idea that department entities and other membership groups are encompassed by one RASM brand.

In the new sub-brand set, we’re introducing a member version of the RASM logo; one for REALTOR® members and one for Business Partner members. Show your RASM affiliation by displaying this logo on your website, in your email signature or any other creative marketing you’re planning. To download a member version of the logo, visit myrasm.com/memberlogo.

WHAT’S NEXT

We are thrilled to launch the redesign of the ELEVATE magazine this month. The renaming of the magazine ties in with our Reach Further TM tagline and our e-newsletter RASM UP. And coming soon, you’ll see a new Member Services Guide to showcase our programs and services to enhance agent, broker awareness and deepen participation. We’re also preparing to reveal a new Business Partner Directory for quick access to RASM’s great business resources for you.

Investing in our brand matters because you matter. Building a stronger relationship and serving your needs is why we do what we do. Are you ready to Reach Further TM and grow your business? Let’s do this.