Century 21 Scheetz provided a monthly direct mail campaign to it’s Realtors, called the Monthly Mailer. Much like a greeting card, this marketing piece is mailed to a Realtor’s sphere of influence keeping them top-of-mind.
This program included a postcard designed each month based on a holiday or season of the year. With the goal being to increase subscriptions, we grew the Monthly Mailer to much more than just a postcard. In addition to a postcard, the program included five social media posts (with captions), a Facebook cover photo and pop-by tags. Each of these items related to the theme of that month. We increased the amount of touches from 1 per month and 12 per year, to 8 per month and 96 per year.
In the Spring of 2018, Century 21 announced their global rebrand. Each franchise was responsible for implementing the new logo, color palette and other brand guidelines.
The rebrand was exciting yet demanding, posing some surprise challenges along the way. The process of transforming the company website, nine offices, 350+ agent business cards and all digital and printed materials was a mighty task that would require time, patience and attention to detail.
Each Realtor at Century 21 Scheetz had a unique marketing plan, some even had their own brand identity.
Based on consultations, feedback, and proofs, I was able to design a unique brand for the Realtor. Once a design or logo had been selected, I would then incorporate that design within other materials such as a multi-page booklet (Listing Presentation), business card, Facebook cover photo, notecard set, rack card, newsletter and more.
Penny Dunn was a Centurion Producer looking to elevate her brand presence. The goal was to create a series of materials that would represent her feminine style and luxury customer service she provided to her clients.
Each Realtor at Century 21 Scheetz had a unique marketing plan, some even had their own brand identity.
Based on consultations, feedback, and proofs, I was able to design a unique brand for the Realtor. Once a design or logo had been selected, I would then incorporate that design within other materials such as a multi-page booklet (Listing Presentation), business card, Facebook cover photo, notecard set, rack card, newsletter and more.
Stacy Barry, the team leader of a Grand Centurion Team – Stacy Barry Team, was looking for a brand identity. She began with a logo and website. From there, I helped her create a series of print and digital materials used in marketing of her real estate business. Additional items were created for the individuals in her team of seven. The goal was to build upon her newly established brand identity.
From 2015-2018, Century 21 Scheetz was the presenting sponsor for Clay Terrace Mall’s Summer Concert Series.
This event allowed Realtors from the Century 21 Scheetz Northside offices to participate as a sponsor for an evening. Their sponsorship package included a VIP Tent for guests, custom invitations, social media posts, event signage, food and drinks and recognition by Clay Terrace Mall and Century 21 Scheetz on social media.
One agent in particular, Gary Swift, loved to make his evening a ‘blue-out’ in reference to his Little Blue House logo. I had the opportunity to plan his event for the evening. Dog treats and koozies were passed out to the crowd and his team of helpers and guests wore signature blue shirts. He provided two additional tents where anyone from the crowd could participate in a raffle for a blue Yeti and kids (or adults!) of all ages could get their face painted for free. I also worked with many different vendors to include additional details such as branded blue cups, dog bandannas, blue balloons and much more!
The Marketing Department at Century 21 Scheetz was responsible for Twitter, Facebook, Instagram and LinkedIn. Our team would post, manage and create content for social media. We were also responsible for promoting events, running campaigns and Realtor consultations.
INSTAGRAM TAKEOVER
In the Spring of 2018, we launched a weekly Instagram Takeover every Friday throughout February, March and April. The Century 21 Scheetz Instagram would be taken over by a Realtor or employee in one of our nine offices. The social media experience level ranged from beginner to skilled. Our team would monitor, coach and promote the Realtors throughout the day. The goal was to increase engagement for the Realtor and Century 21 Scheetz, while increasing followers and potential recruits.
MONTHLY MAILER PROGRAM
Realtors who participated in the Monthly Mailer program would receive a set of social media posts with captions and a Facebook cover photo. Each month a mailer had a theme and these posts would match the theme of the postcard.
HSA HOME WARRANTY
Century 21 Scheetz had a partnership with HSA Home Warranty from 2015–2018. Within that partnership our team was responsible for weekly social media posts promoting HSA Home Warranty. These posts were documented weekly and reported at the end of each month.
SOCIAL MEDIA CAMPAIGNS
In order to promote exposure and grow followers for Century 21 Scheetz, the Marketing Department launched a series of campaigns. These campaigns included: #lovewhereyoulive, #showusyourtree, #showoffyourporch, and #weloveblue. The concept of each campaign was simple, ‘Follow’ our Facebook page, post a photo using the hashtag and be eligible win a prize worth $100.
Each Realtor at Century 21 Scheetz had a unique marketing plan, some even had their own brand identity.
Based on consultations, feedback, and proofs, I was able to design a unique brand for the Realtor. Once a design or logo had been selected, I would then incorporate that design within other materials such as a multi-page booklet (Listing Presentation), business card, Facebook cover photo, notecard set, rack card, newsletter and more.
Gary Swift, a Centurion Producer, was interested in a re-brand. He already had a logo he’d used for over 20 years (the Little Blue House), as well as a variety of marketing materials. The goal was to update his logo, revise any current marketing materials and design a series of new materials to strengthen his brand.
From 2015-2017, Century 21 Scheetz was the presenting sponsor for Clay Terrace Mall’s annual Boo n’ Brew.
For three years, this was a highly sought-after Fall event for the company and it’s Realtors. C21 Scheetz sold individual sponsorships to the agents. The goal of the sponsorship was not only to promote Century 21 Scheetz, but to allow the agents an opportunity to sponsor an event on a small scale. With their sponsorship, they received a series of marketing materials including: print/digital invitations, signage at the event, beer tickets, schedule of events, a set of social media posts, Facebook cover photo and recognition by Clay Terrace Mall and Century 21 Scheetz on social media. We also attended each event to help with setup and breakdown.
Each year, Century 21 Scheetz hosts an annual gala celebrating the accomplishments of their Realtors. This is the largest event of the year for the company, hosting 350 people. To ensure a unique experience year-to-year, the planning for this event started from scratch. Between finding a location and entertainment, to the designing of programs and creating a menu, it was a big task that took an enormous amount of time, planning and creativity.
2017 was a special year because Century 21 Scheetz entered a partnership with the Indianapolis Colts. Because of our partnership, we decided our Golden Gala would be transformed into the Gold Bowl. The Gold Bowl was hosted at the Lucas Oil Estate. We had Joe Reitz as our honorary speaker, Blue creating laughable entertainment, cheerleaders welcoming guests and the Vince Lombardi Trophy for a photo op.
High 5 Give 5 was a fundraising opportunity brought about by the partnership between Century 21 Scheetz and the Indianapolis Colts for the non-profit, Dayspring Center. It is the goal of Dayspring Center to provide emergency shelter, clothing, and three nourishing meals a day for homeless families with children in central Indiana.
At C21 Scheetz we promoted High 5 Give 5 through social media to the public, as well as on our office level to Realtors and employees. Small groups of 5 were stationed around Lucas Oil Stadium the day of a Colts game. We would give a ‘High 5’ to anyone who ‘Gave $5’. We had over 60 volunteers and raised over $3,900.
This experience not only helped those in need, but it also brought our Realtors, employees and complete strangers closer together as a community.
Each Realtor at Century 21 Scheetz had a unique marketing plan, some even had their own brand identity.
Based on consultations, feedback, and proofs, I was able to design a unique brand for the Realtor. Once a design or logo had been selected, I would then incorporate that design within other materials such as a multi-page booklet (Listing Presentation), business card, Facebook cover photo, notecard set, rack card, newsletter and more.
Mike Johns was a participant in the 2018 Fall Home-a-Rama. The goal was to design a series of materials promoting the home and its features. What made this project fun was having the opportunity to use the watercolor rendering, experiment with typography and incorporate unique shapes to the designed materials.
In the Fall of 2017, CENTURY 21 Scheetz became the proud real estate partner of the Indianapolis Colts.
With our partnership, the company received a suite for a day (used to pamper top-producing Realtors), access to exclusive co-branded swag, use of the Indianapolis Colts logo for marketing materials, and much more!
This was the largest partnership Century 21 Scheetz had entered into. This opportunity provided us an inside look as a partner to an NFL team. We also gained a better understanding about the importance of why it’s imperative to follow brand guidelines. With this partnership we also had the opportunity to work with a local non-profit, Dayspring Center, and raise over $3,900 for homeless families in central Indiana.
MARK BRANCH
Mark Branch, team leader for Branch Group Realty at Century 21 Scheetz, was in need of a custom logo. His goal was to have a bold, typographic logo and incorporate a cool color palette.
Branch Group Realty is based in Downtown Indianapolis. Their clientele’s price point ranges from high to low. While keeping the target audience and environment in mind, I chose to use the sans serif font Montserrat. By drawing inspiration from concrete brick and block came the overall square, pointed shaping and bold initials.
Branch Group Realty is based in Downtown Indianapolis. Their clientele’s price point ranges from high to low. While keeping the target audience and environment in mind, I chose to use the sans serif font Montserrat.
GARY SWIFT
Gary Swift has been a Realtor with Century 21 Scheetz for over 20 years. Recently, he’s added two new team members to his real estate business. With his team growing, he was in need of a rebrand. Although Gary’s clients’ come from all areas of Indy, his goal was to have a more upscale, refined brand. He wanted to keep his signature blue with the focus on his team name.
With a focus on the letter ‘G,’ it gives Gary a signature icon and unique look to that of any other Century 21 Scheetz Realtor. I chose to combine a serif and sans serif font, Cormorant and Roboto, providing hierarchy and balance.
Century 21 Corporate began a global recruiting campaign in the Fall of 2017. We decided to use this opportunity and take it one step further.
With billboards surfacing around the city, we embraced Century 21’s campaign by using it as a platform of our own at Century 21 Scheetz. The goal was to recruit new talent at each of our eight offices. Our team imagined, designed and assembled over 200 ‘Recruiting Boxes’ that the office Managers would use to mail to potential recruits. By using the same fonts, language and imagery as Century 21, this allowed us to be a part of the bigger picture and maximize our exposure. Social media posts were also created in collaboration with the campaign.
As a work culture initiative, we started the tradition of celebrating National Take Your Dog to Work Day by doing just that – taking our dogs to work!
Century 21 Scheetz Realtors and employees at all 9 offices were encouraged to bring their dog into work for the day. We promoted the day through email and social media. To make it even more special, we provided custom branded treat bags and bandannas for all the dogs to wear. There was also a photo contest for ‘Best Picture’ with a $50 Petsmart Gift Card for the winner.
Work culture was celebrated in other areas as well, including wellness (5k Mini Marathon), yearly holiday parties and spontaneous events like the Solar Eclipse in 2017.
In 2019, I was approached by Sarah Lukas to help design a Wedding Save the Date. She had a design in mind, but needed help bringing it to life. The goal was to replicate a vintage travel postcard and incorporate imagery from the city, Vero Beach, where her daughter would be getting married.
Imagery, typography and color was carefully researched. From there, we selected our favorite photos and fonts to be used in the final design. Classic stamps, a postage mark and handwritten addresses were used to complete the vintage postcard design.
