Webinar: How Realtors Can Help
Multimedia Project
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Webinar: How Realtors Can Help
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| Date: |
Monday, Sept. 17, 2012, 2 p.m. ET |
| Time: |
3 p.m. Atlantic
2 p.m. Eastern
1 p.m. Central
12 p.m. Mountain
11 a.m. Pacific |
| Duration: |
60 minutes |
Business Case
Thornley Fallis Communications (TFC) was approached by the Ontario Real Estate Association (OREA) in 2010 to assess and enhance the image of Realtors in the eyes of Ontarians. The OREA “How Realtors Can Help” campaign was broken down into two phases, (1) assess the current landscape and (2) enhance the public image of realtors by reinforcing the value they bring to Ontarians. After initial research, TFC discovered its target audience and how to best communicate with them. TFC developed a couple of informative stop motion animation videos and shared them on multiple platforms for public viewing. The videos supplemented media training, a news bureau program, matte stories and a media tour which were all part of the second phase of the OREA campaign.
Target Audience
After reviewing their research during the OREA campaign, Thornley Fallis Communications decided to target two key audience stakeholders: first-time home buyers (generally 25-34) and those who had used a Realtor in past. TFC wanted the campaign to communicate the importance and value of Realtors to first-time home buyers and provide those who had already used Realtors with more reasons to use them once again.
Objectives
The overall goal of the OREA campaign was to enhance Ontarians' impressions of Realtors. TFC set the below objectives to help reach this goal:
- Establish and reinforce the benefits and value Realtors deliver
- Use video to enhance/inform Ontarians’ impressions of Realtors
Result
How did Ontarians perceive the Realtors video? Did first-time home buyers buy-in to the idea of using a Realtor? Find out this and more in the webinar with Thornley Fallis Communications!
Diane Bégin, Senior Conultant, Thornley Fallis
 Diane joined Thornley Fallis as a Senior Consultant in May 2011. Her award-winning communications background includes specialties in government relations, web publishing, social media planning and execution, event planning, video production and magazine publication.
Prior to joining Thornley Fallis Communications, Diane held several positions in Alberta with organizations such as the Alberta Motor Association (CAA – Alberta), Northern Alberta Institute of Technology, Alberta Chambers of Commerce and the Canadian Federation of Independent Business.
Diane has been an active member of the Canadian Public Relations Society (CPRS) since the late 90s. Her most recent positions include internet and member communications chair and second vice-president for the Toronto chapter, judge for the national awards program and a grader for the national Public Relations Knowledge exam. She is also a juror for the Communications + Public Relations Foundation grant process.
Thornley Fallis offers a full range of communications, creative and digital services including communications strategy and planning; public, media, influencer and stakeholder relations; social media strategy and engagement; creative services, web development and design; content marketing and video production.
Barb Sukkau, Immediate Past President, Ontario Real Estate Association
 Barb Sukkau assumed the role of past president of the Ontario Real Estate Association (OREA) in 2012. In this capacity, she represents the association's members on the board of directors and the senior level executive committee.
Active in the real estate profession for 17 years, Ms. Sukkau is a sales representative with Royal LePage Niagara Real Estate Centre, Brokerage. She is a past president of the Niagara Association of Realtors, where she chaired several committees. She has served with OREA since 2006 as a member on several committees and as chair of the education, finance, communication and government relations committees. During her term as president, Ms. Sukkau served as an Ex Officio member of various committees and task forces at OREA and was involved in many different initiatives and projects of the organization.
The Ontario Real Estate Association represents 53,000 brokers and salespeople who are members of the 42 real estate boards throughout the province. Members of the association may use the “REALTOR®” trademark, which identifies them as real estate professionals who subscribe to a high standard of ethics and service.
OREA serves REALTORS® through a wide variety of professional publications, educational programs, government lobbying and other services. A division of the association, the OREA Real Estate College provides all real estate registration education courses in Ontario.
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