ORRA’s annual public awareness campaign is in high rotation, with ads touting the benefits of using a REALTOR® currently saturating the Orlando media market.
The association’s $305,000 media buy includes television, radio, print, and outdoor. Each medium carries a message encouraging consumers to call a REALTOR® due to changing market conditions and the challenges of buying or selling.
This year’s professionally produced television commercials (above and available for viewing on ORRAtv - ORRA’s YouTube channel) are running on networks such as Bright House, Direct TV, and AT&T U-verse, and on individual channels Central Florida News 13; FOX News Channel; ESPN; HGTV; Discovery Channel; Lifetime Networks; The Learning Channel; and TNT.
Radio spots can be heard on 11 local stations belonging to CBS Radio, iHeart Radio, and Cox Media Group. Colorful print ads are in each locale edition of Central Florida Lifestyle magazine, plus the Orlando Business Journal and Seminole Magazine.
A big emphasis for this year’s buy is online, with video, audio, or display graphics appearing on YouTube, Pandora and Spotify, Facebook, and Google. Finally, don’t be surprised to see an ORRA billboard as you’re driving around Orlando. There are 15 of them scattered throughout the area’s most travelled roadways gathering 2.3 million impressions each week.
ORRA’s public awareness campaigns are funded by a $25-per member assessment that is collected with dues; new members are also assessed $25 with their initial dues payment. The ORRA Communications Committee is charged with developing the campaigns’ messaging and media buys, which are then approved by the ORRA Board of Directors.