C.A.R.’s 2013 consumer advertising campaign launches on April 1 and builds on the past two year’s successful theme, “California REALTORS®. Champions of Home,” with a fresh new look and message. The strength of the campaign lies in the idea that every California REALTOR® is at the core of economic growth throughout the state. The goal of this year’s campaign is to create awareness of the REALTOR® brand in the state of California, and to demonstrate the many benefits of the consumer-REALTOR® relationship. To help spread our message, C.A.R. has partnered with two media giants, ABC and Clear Channel Radio. Our message will be seen or heard across the state more than 86 million times. More than 1300 radio spots will air in four key radio markets and more than 700 TV spots will air across three top California markets. An additional nine million online impressions will raise awareness of the REALTOR® brand and reinforce the professionalism of California REALTORS®.
Thirty- and 15-second television ads may be seen on America’s number one television network, ABC during early morning programming through early news hour programming, and again through late news programming. Additionally, the commercial will air during the April 17 episode of “Modern Family.” C.A.R. has also secured a new radio format to deliver our message. Working with Clear Channel, radio spots will dominate Friday night drive times for 16 weeks. Seven touch points, varying in length from :05 DJ reads, to :15 and :60 spots may be heard over a three-hour block. Geotargeted search will run consistent with search terms related to home buying, selling, moving advice, and branded C.A.R. terms. And contextual web banners placed on popular websites such as REALTOR.com® and Trulia.com will direct consumers to the campaign’s microsite, www.championsofhome.com.
Digital components of the campaign include further unique ways to engage California consumers. Ads on abc.com geotargeted to California, plus across ABC-TV station websites in Los Angeles, San Frnacisco, and San Diego will blanket the state with C.A.R. messages. Once a month, in April, May, and June, consumers will be invited to participate in a live web-chat which will be aired on the campaign’s microsite, www.championsofhome.com,
Finally, social media will be used to tactically energize members, engage consumers and create a surround-sound experience that encourages sharing messaging tied to C.A.R. All opportunities leverage the Clever Girl Blog Network of 7,500 digital influencers and tap into their broad reach of 124.6 million monthly impressions. Social outreach includes collaboration with Clever Girl bloggers, a Pinterest contest, and an Instagram contest
Campaign highlights include:
1,344 radio spots over 16 weeks
732 TV spots on ABC
More than 55 million TV impressions over 12 weeks
29 million online impressions over 8 weeks
Friday drive-time domination in four key radio markets
Online banners on REALTOR.com® and local news sites such as abc7.com Los Angeles, abc7news.com San Francisco, 10news.com San Diego, latimes.com, sacbee.com, and sfgate.com (including expanded display and video banners)
A robust social media plan that includes blog outreach, web-chats with real estate experts, and a collaboration with the Clever Girls Blog Network