branding

Real Estate Branding: The art of putting something on the map.

 
 

Due to Pittsburgh’s recent explosion in real estate growth, our agency has found ourselves working on more and more branding projects for commercial real estate properties, services, and various other category specific projects. This has been great news for the Pittsburgh market, and also for our agency.

 

I wanted to write a short blog that talks about some of the things we have learned in our journey into a new category.

 

People love to call things by their old name. This is an unfortunate Pittsburgh tradition, and I’m sure elsewhere throughout the country. It’s human nature to resist change and it is even harder when a certain building or property existed for years prior. Our approach to developing a name for commercial or residential real estate is to keep things very simple. You will most likely want to go with a short and succinct name that is catchy, fun and easy for anyone to say.  

 

When developing a logo for a property, we take a look at a wide variety of influences including the properties history, its location, physical appearance, and many other aspects. The final logo should be something that reflects the use of the building. If you are looking for tech companies to lease your space, go with something more forward. If you are leasing property for residential, go with something that reflects the vibe of your property or neighborhood. Make sure that whatever you choose will be easily incorporated into the building through the interior and exterior signage, marketing materials, staff uniforms, etc.

 

If you follow these tips, you will hopefully have a new property name and logo that not only represents your property but something that people will adapt and use for a long time.


 
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JOHN CARUSO, BUSINESS DEVELOPMENT

John heads up business development at Elisco.
His primary focus is to build awareness about the agency’s unique capabilities among prospective clients, in addition to developing and maintaining relationships with current and past clients. Prior to joining Elisco, he established and fostered supply chain management relationships at PLS Logistics. John graduated from La Roche College with a B.S. in Marketing and Business Management.

 

Effective Advertising: What it means to invest in your brand’s growth.

 
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It can seem that in today’s world, advertising is not driving the growth it used to. Massive amounts of money is spent on advertising, but more and more, that advertising is not being noticed and not leaving an impact on the intended audience. A few telling stats:

  • A study by the Advertising Research Foundation found that 69% of all US TV commercials receive no visual attention (putting up to $40 billion of investment at risk in the US alone); 27% air in an empty room.

  • Only 12% of supposedly ‘viewable’ ads are actually noticed by consumers, according to Lumen Research.

  • More than 600 million devices now have ad blocking, in what US journalist Doc Searls called the biggest boycott in history.

WARC outlines 5 constituent parts of effective advertising: 1. Invest in growth, 2. Balance your spend, 3. Be creative, be emotional, be distinctive, 4. Plan for reach, and 5. Plan for recognition

This blog will consider the first constituent: Invest in growth. This does not just mean investing money (although important), but investing time for strategy, research, and internal communication and goal setting.  

Investing in internal communication

Internal communication is crucial to successful marketing. It should be incorporated into a marketing plan at the beginning and throughout the campaign. It is important for your team to feel that their voices are heard, and they are contributing (if possible) or kept up to date with upcoming changes and plans. They must understand what the goals are and what is begin done to reach them. By being involved, they will be more like to be on-board with the general marketing direction and be advocates for your brand. They may also have some insider insight or ideas that would have otherwise gone unreported.

Investing time for research

The price-tag for market research can be hefty, but before beginning a strategic plan, it is important to know, not guess, how your brand is currently seen, who your competitors are, test market variables, understand your audience, and pinpoint opportunities better. Without market research, your dollars and time may be spent on the wrong focus.

Investing time for strategy

Take the time to plan. A strategic plan will define objectives, audience, messaging, challenges, opportunities, geographies, strategy, tactics, media, budget and timelines. Most importantly, a strategic plan will tell you what you should expect at various steps of the plan, which may be used to determine how effective your marketing is. Without taking time for a strategic plan, there will be no guide to determine best tactics, and it will be more difficult to measure success.

Investing money

To grow, you must ensure that your brand’s share of voice exceeds its share of market. To do this will require a budget. Keep in mind your brand size and the market. Does your brand have the space to grow, is it able to? Consider what media channels make the most sense for your brand to best connect with consumers. 

Lastly, focus on long term goals and revaluate your definition of ROI. Do not focus solely on the ROI ratio. Cutting your advertising budget may help the short-term ROI ratio, but it will damage the brand. Evidence from the landmark studies of Les Binet and Peter Field, on behalf of the UK trade body Institute for Practitioners in Advertising (IPA), suggests that an ideal split of marketing investment is 60% for long-term brand building and 40% designated for short-term activation. Advertising should be a long-term investment, and must involve strategic planning, research, milestone goals and timelines.


 
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MELANIE GROSS, ACCOUNT MANAGER

As an Account Manager, Melanie works with a variety of clients including Clearview Federal Credit Union, Community LIFE and Senior LIFE. She also manages public relations efforts for the agency and clients such as Solevo Wellness. 

 

4 Reasons PR is Essential When Launching a New Medical Company or Product.

 
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When launching a new medical company or product, PR is a cost-effective, powerful promotion tool. Effective PR will not only get your company or product seen and heard, but will inspire conversation; get people interested, invested, and active with your company.

A strategic PR plan will ensure that your company generates the awareness necessary for success. The PR plan will outline objectives, goals, message, tactics, audience, budget and timeline, and will produce measurable results.

Here are 4 ways PR can help launch a new medical company or product:

 

1.  Establish brand identity

By offering a story, you can lead the narrative about who you are, why you are here, and what purpose you serve, rather than letting the public fill in the blanks. You can position yourself the way you want to be seen, and avoid risking media portray your company in an undesirable light. You start the conversation and address possible questions before anyone has to ask.

2.  Position you as the expert

Establish a spokesperson for your company to talk with media to offer quotes and provide information. The media will then turn to your company as a trusted resource for information. You will become experts - leaders in your industry. Because consumers can be skeptical of paid advertising, your story told through trusted intermediaries will be more credible. In addition to quotes, offer other forms of expert content including video and photography.

3.  Raise awareness and increase engagement

With effective PR, people will know your company exists. When searching for information, most consumers turn to the internet. The more your company is featured online in news articles, blog posts, social media, etc., the higher your business will appear in Google search results.

A variety of content including video, infographics and photography, will increase interest and engagement, including post-sharing. 4X as many consumers would prefer to watch a video about a product than to read about it, and 1 in 4 consumers actually lose interest in a company if it doesn’t have video (source: Animoto.com). Additionally, 92% of mobile video consumers share videos with others, according to Invodo.

4.  Hiring invested, qualified employees

It is important to also market your company as an employer. Sharing news of recent hires, exceptional staff stories and accomplishments, and promoting a great company culture will attract employees who want to be a part of your team. With a positive brand image, people will want to work for you and will seek you out, meaning less time needed for job posting and expensive recruitment tactics. 

 

Industry Example: PR to launch new medical marijuana dispensary, Solevo Wellness™

Based on a new law called Act 16, signed by Gov. Tom Wolf on April 17, 2016, medical marijuana is protected for registered patients and their physicians. For PA medical marijuana dispensaries, developing brand image and generating awareness, while promoting the benefits of medical marijuana is very important. Because medical marijuana is new in PA, public knowledge is limited and often skewed towards stigmas. A strong brand identity, PR and community education is crucial for company success.  

 
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Solevo Wellness is a Pittsburgh based medical marijuana dispensary opening in January 2018. It is expected to be the first dispensary opening in the greater Pittsburgh region. Elisco developed the Solevo name, logo, brand identity, sales materials, and promotional video. Through educational and hiring events, paired with media pitching, press releases and social media promotion, the Solevo Wellness brand is gaining attention. The agency continues to work with Solevo to promote their first dispensary opening in January 2018 in Pittsburgh, as well as future dispensaries in Butler County, PA and Washington County, PA.

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MELANIE GROSS, ACCOUNT EXECUTIVE

Melanie works with a variety of clients including Solevo Wellness, Community LIFE and LIFE Pittsburgh. She is a graduate of Pitt with a B.A. in Media and Professional Communication, with concentrations in Corporate/Community Relations and Digital Media.