Ad Work

One of my favorite campaigns.

Client: Orlando Regional REALTORS Association

Assets written include a landing page, billboards, radio spots and banner/display ads.

Brief

Create ad campaign that speaks to the different buying personas in the Orlando, FL housing market.

Goal

Write copy that resonates with each buyer persona while maintaining a familiar tone across the entire campaign. Ensure messaging works across the different media assets.

Audience

• Adults in mid-20s who've graduated college, are in the professional world and are ready to leave renting/roommates behind

• Married couples looking to upgrade their starter home to a larger family-friendly home

• Empty-nesters ready to sell their big home in favor of something more manageable and cost-effective

Process

• Preliminary stage: competitor analysis, stakeholder interviews, client interviews

• Drafting stage: framework, writing variety of copy options, approval rounds

• Publishing & distribution stage: billboards along 1-4, city of Orlando and neighboring areas. Radio spots on local NPR and contemporary music stations. Banner ads on Facebook and local news websites

Results

Campaign reach was 50,198,283 people. 104.4% increase in unique users and a 106.1% increase in page sessions to the landing page.