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ORRA turns its advertising attention to new-media outlets

Friday, April 27, 2012  
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ORRA’s annual spring-summer public awareness campaign, which distributes both "now is a good time to buy” and "use a REALTOR®” messages, is putting the bulk of its bucks into online marketing this year. Nearly 40 percent ($68,000) of the campaign’s 2012 budget is being spent on Facebook display ads and sponsored search-word result links on Bing, Google, and Yahoo.

Radio accounts for 30 percent ($52,000) of the budget and involves up to four months of 15-second and 30-second audio messages on WDBO, WWKA, WJHM, WOMX, and the five stations that make up the Total Traffic Network. In addition, agreements with WDBO and WWKA include a display ad on the stations’ websites.

Four billboards placed along Interstate 4 between the Altamonte Springs exit and the Conroy Road exit cost a total of $40,000 and make up 23 percent of the campaign’s budget.

Movie-theatre ads, which made their first appearance in ORRA’s campaign last December, will be shown in Altamonte Mall, Oviedo Stadium, Pleasure Island, Waterford Lakes, and Winter Park Stadium cinemas. These 15-second animated ads are played on all screens prior to the start of each movie (get there early if you want to catch one) and also appear on lobby screens. ORRA is spending $11,065 on cinema advertising.

Print advertising is limited to four full-page, full-color display ads in Orlando Home & Leisure magazine. The magazine is mailed to affluent readers who live in Winter Park, Heathrow, Lake Nona, etc., and have an average household income of more than $2 million. The publication is also available on the newsstand in the Orlando International Airport and the Orlando-Sanford International Airport; in each guestroom at the Grand Bohemian; Waldorf Astoria, Celebration; and the Ritz-Carlton, Orlando; and for free at community events such as the Winter Park Sidewalk Ark Festival; Disney Festival of the Masters; and Orlando home shows.

ORRA’s public awareness campaigns are funded by a $25-per member assessments 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 campaign’s media buy, which is approved by the ORRA Board of Directors.


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