The Oklahoma Association of REALTORS® (OAR) is a membership-based organization that connects real estate professionals by providing professional resources and giving REALTORS® a unified voice in shaping Oklahoma real estate property laws and regulations.Read Full Case Study
When Saxum began working with OAR in mid-2013, the OAR logo, tagline and overall brand was outdated. The association leadership was considering a rebrand to bring them into current times, attract a younger member demographic and reflect market trends.
An organization’s brand is more than a logo, extending to every touch point across all platforms and media for all stakeholders. Knowing this, Saxum was challenged with auditing all the materials and resources that would require an update following a rebrand, designing and producing new materials and strategizing the brand launch to internal and external audiences all before the annual spring conference in 2014.
First, Saxum conducted a rebranding session with key OAR leadership to hear their vision for the association and how they want to be viewed by their target audiences. With those insights in mind, we developed new key messages outlining their brand promise, designed the primary brand mark and updated their tagline to reflect their goals.
With the look and feel determined, we conducted an audit of all items that would need to be updated with the new brand and designed the high-priority collateral pieces, including banner stands, business cards, letterhead, envelopes, email signatures, indoor and outdoor signage, social media assets, etc. Saxum also drafted content and designed a new, sleek website to act as a visual representation of their new brand.
Once all the materials were complete, Saxum made recommendations and assisted with implementation of a plan to roll out the new brand to the various OAR audiences, including their more than 8,300 members across the state. The strategy included an event for staff to get a sneak peak of the new brand mark, receive their new business cards and become advocates for the new brand. Saxum also drafted communication for OAR partners, state legislators and media to ensure all appropriate parties were privy to the changes. The bulk of the plan, however, focused on the membership, including conference announcements, activities and games, a blog explaining the reasons for a rebrand and branded giveaways.
OAR continues to receive compliments from members and partners alike, especially with regard to their new tagline, “Connecting. Informing. Uniting.”
One critical target audience for OAR is members of the media. By launching the new brand in combination with a newsworthy event, the spring conference, Saxum secured coverage in The Oklahoman that included an in-depth review of the keynote address, several event photos and the new brand mark reaching more than 704,430 online and print readers.
Two months after launching the new website, which reflects the revised branding elements, the site achieved nearly 10,000 page views with a low bounce rate of 53 percent. This tells us that web users are not only visiting the site, but finding useful information. The website also won a silver award at the 45th Annual Graphex Awards in Tulsa, Oklahoma.