ORRA’s annual public awareness campaign is deep underway, with ads touting the benefits of using a REALTOR® to achieve your dream home and lifestyle currently saturating the Orlando media market.
Digital advertising, with its ability to present specific images and messages to highly targeted demographic audiences as they surf from website to website, is receiving the lion’s share of campaign attention this year. For example, an ad encouraging empty nesters to call an Orlando REALTOR® for assistance in downsizing follows those of particular age, while an ad following millennials encourages them to escape the annoyances of roommates by becoming homeowners.
ORRA’s digital ads appear before local viewers on websites that are part of the Real Estate Network — such as CNNmoney.com; forsalebyowner.com; hgtv.com; homes.com; realtor.com; usatoday.com/money; and zillow.com – and gather nearly 600,000 impressions per month. In addition, the campaign includes targeted Facebook ads and Google pay-per-click ads based on keywords.
The association’s $300,000 media buy also includes radio, print, outdoor, and event sponsorship in addition to digital. Radio spots can be heard on four local stations, including WMGF, WMMO, WDBO Sports, and WDBO News. Print ads are running in both the Orlando Sentinel and the Orlando Business Journal, with sponsorship of the OBJ’s Golden 100 event increasing exposure to that key readership.
Finally, don’t be surprised to see an ORRA billboard as you’re driving around Orlando. There are five digital boards scattered throughout the area’s most travelled roadways gathering more than 11 million impressions over the length of the campaign. The boards’ locations are changed throughout the campaign to ensure all areas are served.
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.