Office control, flexibility cornerstones of group's branding campaign

A brand campaign that gives a franchise group’s individual offices greater control over marketing in their area was launched in Sydney late last week.

Richardson & Wrench, which operates around 100 offices in New South Wales and Queensland, on Friday revealed its new national brand advertising campaign – ‘Keeping It Real’ – to members of the group as part of R&W’s Vision 2014.

R&W executive director Andrew Cocks told members the campaign reflected the core values of the network and had been designed to provide longevity and flexibility to agents.

“'Keeping It Real’ has been conceived as a multi-platform campaign to operate online, in print, on TV, in cinemas and via direct mail,” said Mr Cocks.

“Head office is backing it with a media buy across the major real estate portals and by providing offices with collateral that they can tailor to their own marketing needs.”

Keeping franchise costs as low as possible was a key principle of the group, Mr Cocks said.

“We don’t hit our offices with a huge marketing levy for collateral that doesn’t necessarily apply in all markets,” said Mr Cocks. “What we do is to back the brand with cost-effective and strategic marketing then provide the system and tools so our principals have control over their own costs and media strategies.”

Mr Cocks highlighted the group’s ‘Centrepoint’ design hub, which gives offices access to the intellectual property that has been created on their behalf, as a key plank in this strategy.

In presenting Vision 2014, Mr Cocks also outlined the new R&W TV Training Program that has been developed in collaboration with real estate trainers Daniel Spencer and Vasili Hadzellis.

“We have young people in our industry, and older ones too, who are eager to build their skills in sales and property management,” said Mr Cocks. “One of the barriers to advancement has been the difficulty in accessing quality training.

“To make our programs more widely available to everyone, we have developed R&W TV, a smart way to leverage technology and provide accessible and flexible training to the entire network.”

Mr Cocks said the group had opened seven new offices in 2013, adding to its Queensland stable with a Coolum office, along with Coogee/Clovelly, Surry Hills, Carlingford, Orange, Leumeah and Menai in NSW.

In addition, R&W Projects, headed by Tony McGinley, has opened and will next month take its first major residential project to market.

 

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