Download - 2012 pr plan
![Page 1: 2012 pr plan](https://reader033.vdocument.in/reader033/viewer/2022061201/547a3d78b37959442b8b49eb/html5/thumbnails/1.jpg)
©2012 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated.
2012 PR PLAN
![Page 2: 2012 pr plan](https://reader033.vdocument.in/reader033/viewer/2022061201/547a3d78b37959442b8b49eb/html5/thumbnails/2.jpg)
2012 Creative theme for PR
The REAL value of home
Dialogue continues to focus on falling prices, hitting bottom, interest rate fluctuation, foreclosures Consumers / media are missing the mark; homes are an investment in
happiness
A house is more than a mortgage – it’s a place to live and make memories
Our goal: unlock the emotional, intangible benefits of owning a home
Reboot conversation to focus on psychological vs. transactional Leverage new advertising creative and concept (including “Conventional
Thinking vs. Coldwell Banker Thinking”)
![Page 3: 2012 pr plan](https://reader033.vdocument.in/reader033/viewer/2022061201/547a3d78b37959442b8b49eb/html5/thumbnails/3.jpg)
Tactics to bring creative theme to lifeFamily Psychologist: Underscore Emotional Value of a Home
-Partner with family psychologist as spokesperson
(What do people love about their homes? The home as an
investment in happiness)
-Create consumer survey / OTG agent survey
“Conventional Thinking vs. Coldwell Banker Thinking”
-Develop video series that spotlights agents who say what concept means to them
-Dispel conventional thinking / top 20 real estate myths from CB perspective through targeted pitches / social media efforts
On Location: Follow-up to “Kids Take on Real Estate”
-A series of stories focusing on the home from POV of grandparents, teens, newlyweds, friends
-Call for user-generated home videos describing homes’ favorite rooms or memories
![Page 4: 2012 pr plan](https://reader033.vdocument.in/reader033/viewer/2022061201/547a3d78b37959442b8b49eb/html5/thumbnails/4.jpg)
Other major tactics
• Agent and Consumer Survey’s
• Home Listing Report (HLR)
• Celebrity Listings
![Page 5: 2012 pr plan](https://reader033.vdocument.in/reader033/viewer/2022061201/547a3d78b37959442b8b49eb/html5/thumbnails/5.jpg)
Core PR tactics
• Portfolio of spokespeople
• News bureau efforts
• Media training on key rollouts
• White papers
• BlueMatter blog
![Page 6: 2012 pr plan](https://reader033.vdocument.in/reader033/viewer/2022061201/547a3d78b37959442b8b49eb/html5/thumbnails/6.jpg)
David Siroty, VP of Communications
[email protected] or 973-407-7199
Heather Roberts, Senior Manager of PR
[email protected] or 973-407-5590
Thank You