Growing faster than wheatgrass: launching the GREEN designation from NAR.
When the National Association of Realtors® needed help with the development and launch of their new designation focused on the growing sustainable real estate market, they turned to On Track. The task was challenging: to engage with all aspects of the real estate community, residential, commercial and property managers, convince them of the relevance and importance of this new designation, and inspire them to sign up for the courses and make the move towards "greening" their own business practices.
When NAR engaged On Track for this project, the only thing in place was the idea of the designation. This kind of full-court press scenario is where our team really shines. The identity and marketing plan were developed simultaneously; a mini website, print ads, and collateral material led the birth of the brand in the marketplace in the run up to an official introduction at the National Leadership Conference.
This dynamic new brand was not confined to the trade show booth—it reached out to the audience in a variety of ways that were so compelling, every giveaway and every piece of printed material was taken long before the conference was over. All of this served to generate a tremendous level of excitement about the new designation, and only four months after the launch, NAR had 750 GREEN designees.