First American Title x FirstAm IgniteRE Marketing Catalog

Lead the creation and execution of 3-tiered content marketing program for promotion of First American Title’s real estate-focused print service products.

Program Focus:

Illustrate the benefits of using our print and social media downloadable products in the day-to-day marketing for real estate agents.

Print Product and Print Product Marketing Deliverables

Bring new catalog products to market
- Email marketing communications
- Social media posts
Exceed an established target for product purchases and catalog exposure based on YoY data
Exceed an established target to increase internal usage of marketing material downloads based on YoY data

Tier 1: Catalog Products

Voice: Real estate agents
Audience: Buyers and sellers
Media: Print products & social media post downloads
Focus: To create a connection between buyer/seller audience and the real estate agent with topically relevant messaging (i.e., tips and tricks, seasonally-themed check-ins, market condition updates, etc.).
Tier 2: Sales Enablement/External Marketing

Voice: First American Title sales representative
Audience: Real estate agents
Media: Email & social media (copy and captions) & catalog web banners
Focus: To announce new products to catalog and illustrate the value of using them to stay connected to their customers. Personalized products available off of company intranet.
Tier 3: Internal Communications

Voice: FirstAm IgniteRE Marketing Stakeholder(s)
Audience: First American Title Sales Reps
Media: Email & Internal Facebook Group & Salesforce Chatter
Focus: To provide internal awareness of new and updated catalog items (brand and line extensions) and the corresponding new sales enablement materials to support them.

Case Study: Feng Shui Product Launch

Traditional spring cleaning is a tried and true, but overused marketing push by real estate agents.

I wanted to try something new, by creating a collection of feng shui to spice things up.

Goal: Create a bespoke 3-tier campaign focused on developing and introducing a new suite of feng shui products and positioning them as an alternative to traditional spring cleaning messaging.

My role: quickly became a SME on feng shui, develop catalog content a variety of long-format and short-format products as well as supporting marketing materials including sales enablement materials and internal awareness announcements

Feng Shui Campaign: Tier 1

The products in the Marketing catalog available for purchase.

Format: Below is a 4 page brochure (first brochure of it’s kind in our catalog).

Social Media Catalog Product 1
Social Media Catalog Product 1
Social Media Catalog Product 1

Format
Double-sided flyer

Format
Jumbo postcard (EDDM mailer)

Feng Shui Campaign: Tiers 2 & 3

The marketing materials we used to inform sales of these new products & the materials we provided sales with to market.

Sales Enablement Social Media Post #1

Have you ever taken a listing that looked right but didn't feel right? Good neighborhood, the right price, all of the elements that should have led to a quick sale... but it hasn't? FirstAm IgniteRE Marketing's collection of all-new products for feng shui offer information on an exciting topic that can help make your seller's homes stand out.

Sales Enablement Social Media Post #2

This year, when it comes time to do spring cleaning, suggest something new. Our collection of all-new products in FirstAm IgniteRE Marketing about feng shui offer information on an interesting topic that will make your name stand out.

Internal Facebook Group Announcement

Tell your clients! This year, when it comes time to do spring cleaning, switch up your messaging . Our collection of all-new products about feng shui offer information on an interesting topic that will make their name stand out.