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Carver Communications - Index

Carver Communications - 4.15.08 - Index

By Kate Cherry
SABOR Communications Director
SABOR Communications &
REALTOR ®/Image Campaign
Did you know that the San
Antonio Board of REALTORS®
has a REALTOR®/Image and a
Communications committee that
are dedicated to promoting the
positive aspects of the real estate
market, getting messages out to
members and promoting what
SABOR can offer its REALTOR®
members? The two committees
work hard to help improve communication
to the members of
SABOR and promote a positive
image of a REALTOR® among the
community.
Each year, the
REALTOR®/Image committee listens
to proposals from various
media vendors to decide what kind
of advertising would be best to use
for SABOR. Once all of the media
presentations have been given, the
committee narrows down the
choices they feel best fit within
the budget that has been allocated.
Currently, there are several
media vehicles being used for the
2008 campaign to promote messages
about the benefits of using a
REALTOR® and the SABOR organization.
Here are some of the
ways this is being marketed:
• Web-based banner ads that
link to the SABOR Web site are
located on theWeb pages of the
San Antonio Express News and the
San Antonio Business Journal.
These will run for approximately
six to eight months (March-
October).
• Real estate advertisements
from the National Association of
REALTORS® have been modified
to include a SABOR tag and are
being featured on a variety of networks
including TBS, CNN, The
April 15, 2008 REAL ESTATE NEWSLINE 27
Weather Channel, Lifetime,
HGTV, the Food Network and
FoxNews, just to name a few. All
commercials are running by way
of Time Warner Cable and premier
on their commercial lineup at various
times during the day from
6am-12am. These will run for
approximately six months (March-
August).
• Additional National
Association of REALTOR® commercials
have been modified to
include SABOR tags and will air
Sunday mornings on KENS 5 during
the “Hot on Homes” television
segment. These will run for
approximately four months (April
–August).
• A 60-second radio spot has
been created to air on KTSA
Radio from March-August that
details the importance of hiring a
REALTOR® and why REAL-
TORS® stand out above the rest in
the real estate industry. It also
encourages listeners to logon to
the SABOR Web site to find a
REALTOR® in their specific area.
To make this easier for first-time
visitors, an additional link has
been created on the main page of
SABOR so they can find the information
quickly and efficiently.
• A print ad has been published
in two editions of the San
Antonio Relocation Guide. These
books will be published in April
and July. SABOR also has an
advertisement placed on their Web
site at
www.sarelocationguide.com that
details what SABOR is, how a
REALTOR® is different than a
real estate agent and to visit
www.sabor.com for more information.
• SABOR just recently hired
KGB Texas as a PR firm to help
promote awareness of REAL-
TORS® and the SABOR organization
to the public. The intent is to
get the positive message out about
the strength of the San Antonio
real estate market and that all real
estate is local. KGB will help
SABOR with its public relations
by writing stories and press
releases to get the word out to the
media about various SABORrelated
events. Additionally, KGB
will help SABOR assess its branding
awareness and ultimately help
devise a strategic plan of gaining
credibility and putting SABOR’S
face out among the business community.
For more information about
these promotions or the REAL-
TOR®/Image and Communications
committees, logon to
www.sabor.com or contact Kate
Cherry at kate@sabor.com.