We're your locals campaign - user guide - Harcourts International
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We’re where you are. We’re your locals campaign. user guide. HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are. INTRODUCTION. Welcome to our ‘We’re your locals’ Campaign which provides a new dimension to our international presence by devoting a real focus towards our local market places where we live, work and are part of the community. This campaign is designed to raise our profile by showcasing our community involvement with the key purpose being to generate more listings. We have included a cross-media mix of material to communicate to the varying demographics we have in our individual market places. The campaign offers a very flexible platform to promote your franchise, office as well as profile an individual. The design represents a modern, clean and consistent look with the hero of the campaign being the local photography which we have allowed you to factor into your personalised campaign, supported by flexibility in messages that will allow you to create emotion with your community. As a group we have the power to project our message and brand to the forefront of our customer’s awareness. We are using #wereyourlocals on social media portals to build on the power of the campaign. Ensure you embrace this with your digital marketing. We look forward to your participation in this campaign which will provide significant opportunities for our brand in the market places we operate. Harcourts International Marketing Team HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are.
PROGRAMME OVERVIEW.
• A flexible campaign designed to profile •E
voke emotion with your clients by •S
tage local events with ‘We’re your
your business in your local area using well written, localised copy locals’ being a key theme
• Adapt the key theme by utilising a •D
rive home each of the messages in a •U
tilise PR opportunities and local
variety of local photography coordinated & consistent approach media contacts to maximise impact
EXECUTION STRATEGY.
These products have been designed to use on many levels across multiple mediums. We offer these for use at a franchise, office or
even down to an individual level with flexibility in adaptations. The following shows what a typical campaign should incorporate
at various levels.
state / Region. franchise / office. SALES CONSULTANT.
•R egular regional press adverts •R egular local press adverts • Newsletters to your database
• Bluebook fillers (full page & half page options) • Rotation of email banners with a range • Flyers in listing kits
• Rotation of email banners with a range of localised photography • Fortnightly leaflet drops
of localised photography • Rotation of Facebook cover banners • Ecards to database
• Rotation of Facebook cover banners • Office website banner (monthly rotation) • Rotation of email banners with a range
• State website banner (monthly rotation) • Flyers into listing submission kits for of localised photography
• Social media #wereyourlocals your agents • Integration of Facebook cover banners
• Fortnightly leaflet drops • Agent website banner (monthly rotation)
• Ecards to database
• Window cards
Additional franchise/office options could include:
• Bus back advertising
• Billboards in your local area
• Posters
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are.
PERSONALISATION STRUCTURE – Front.
The design is clean and simple, but you can create quite a range of looks through the adaption of the photography which should
be the hero of the campaign. We have also provided an area to credit the photographer or add a photo description. The repetition
of this simple key message will promote our consistency, and no matter what area you are in, the public will be inundated with
‘We’re your locals’ messages.
We’re your locals. We’re your locals in ‘your area’.
We’re Where you are. We’re Where you are.
Description of the photo.
We’re your We’re your
LoCaLS IN
LoCaLS. MarLBorouGh.
Description of the photo.
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are.
PERSONALISATION STRUCTURE – Back.
HEADING & CONTENT.
The structure we have provided allows you to utilise some pre-written content, or copyright to your specific needs. Here are some
ideas on themes you could be including:
• Community sponsorship / Harcourts Foundation • Local parent / school support
• Local marketing knowledge • Local relationships – cafes, bars & businesses
• Knowledge in statistics and research • Harcourts is in 8 countries but still has a local focus
• Local business affiliation / contacts • Local service
• Local sports team participant • Your successes
WE’RE WhERE YOU ARE.
MY nAME iS AiMEE WiLLiAMS, YOUR LOCAL REAL ESTATE pROfESSiOnAL
And COffEE COnnOiSSEUR fROM ThE TEAM AT hARCOURTS MT EdEn.
I have earned a reputation for networking at every opportunity which means when you are selling your property,
you are in the best position to have your property marketed through Harcourts, the brand with the greatest online
exposure and my extensive database. That means you are in the best position to get the best results, when you
want them.
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etur. Omnis experitae molo imi, offictia sed modi ipsam remquis voloriti officia sit ad quo ipsusdae. Nem voluptas.
YOUR OWn pERSOnALiSEd TAGLinE GOES hERE if REqUiREd:
AGEnT nAME hERE // fRAnChiSE nAME LiMiTEd, LiCEnSEd AGEnT REAA 2008
ph 01234 567 890 // M 01234 567 890
AGEnT@EMAiLAddRESS.CO.nZ // WWW.hARCOURTS.CO.nZ
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are. PERSONALISATION STRUCTURE – Back. HEADING & CONTENT. We have loaded a Microsoft word document (products > marketing > campaigns > we’re your locals) where you can access further ideas and different angles to market yourself with a point of difference. Here are some examples: HEADINGS. “My name is and I am your local real estate professional and coffee connoisseur from the team at Harcourts .” “At Harcourts, we’re your locals. That means we know the local property market intimately.” “My commitment and energy in the local real estate market have led me to becoming one of Harcourts most successful sales agents.” “Local advice from your local specialists”. HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are. PERSONALISATION STRUCTURE – Back. HEADING & CONTENT. We have loaded a Microsoft word document (products > marketing > campaigns > we’re your locals) where you can access further ideas and different angles to market yourself with a point of difference. Here are some examples: CONTENT. “Our team have an unwavering commitment to the people of our community which ensures we lead the way in every facet of real estate. With exceptional marketing and technology systems and a passionate team, we are taking real estate in to a whole new level.” “Being local, we know the area and are in the best position to showcase the key highlights of the area. We know this area like the back of our hand, so when marketing your property, you can be sure we have recent sales statistics and information to educate buyers that buying property in this area is the best move they can make.” “Think of me like you would think of your favourite local bar, a trusted source where you know what you are going to get time and time again. I have a vested interest in delivering you my best, so that you return. I pride myself on building an on-going relationship that continues to grow over the years.” HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are. PERSONALISATION STRUCTURE – Back. HEADING & CONTENT. We have loaded a Microsoft word document (products > marketing > campaigns > we’re your locals) where you can access further ideas and different angles to market yourself with a point of difference. Here are some examples: CALL TO ACTION. “If you want to be backed by a brand offering global exposure, national strength and local knowledge when selling your property call me on ” is my favourite café and I would love the opportunity to shout you a coffee. Call me anytime . “For local facts, figures and trends, give me a confidential call for more information. I’d love to help.” “I am in the business of building lifelong relationships. If people and service are important to you, I’d love to get to know you.” HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are.
PERSONALISATION STRUCTURE – Back.
For the printed options of the set we offer two options for the call to action tagline.
Details. QR CODE.
As a franchise, office or agent this campaign You can be creative with the QR code and direct to a number of online locations. Think about what
allows you to personalize the footer details information that you want to promote to the recipients that tie into the ‘locals’ theme or is going to
that appear on the bottom left hand side of the help you generate more business. Here are some ideas:
brochures. The templates offer flexibility through • Your national website
being able to add:
• Your own personal agent website
• Franchise name
• Your video profile on YouTube
• Office name
• Your Facebook business page
• Up to 2 agents displayed
• Your testimonials online
• License details (if applicable)
• Up to 2 phone numbers You can very easily generate a QR code online; try http://www.qrstuff.com/ or google ’QR Code
Generator’, simply copy the URL you are wanting and download as a jpeg file.
• Email address
• Website URL (agent / office / company)
• QR code
If not all of your preferred contact details fit YOUR OWN PERSONALISED TAGLINE GOES HERE:
you will need to remove one to fit in the space AGENT NAME HERE // Franchise Name Limited, Licensed Agent REAA 2008
provided, or opt to not include the QR code. 01234 567 890 // AGENT@EMAILADDRESS.CO.NZ // www.HARCOURTS.CO.NZ
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
We’re where you are.
PRODUCTS.
All products are available through Campaign Track and are linked into preferred suppliers. Some you have the option of
downloading and printing in-house, and digital banners will be downloadable as PDF files (see p18). For products not listed
or if you require a custom sized product, please contact your state marketing manager.
PRINT. DIGITAL.
A selection of flyers, cards, posters, Including email footers, website banners
banners and advertisments. and Facebook covers.
WE’RE WHERE YOU ARE.
Description of the photo.
WE’RE
YOUR
WE’RE WHERE YOU ARE.
WE’RE WhERE YOU ARE.
Description of the photo.
LOcALS.
WE’RE YOUR LOCALS
in LA JOLLA.
WE’RE YOUR
LOcALS WE’RE
IN YOUR LOCALS
WE’RE WhERE YOU ARE.
Description of the photo.
MOUNT EDEN.
On ThE GOLd COAST.
Description of the photo.
At Harcourts , we’re proud to be your local real estate professionals. By being a local,
we know local property marketing intimately. The facts, the figures and the trends. Trust us to get the results
you want, when you want them.
YOUR OWNlocal
At Harcourts , we’re proud to be your PERSONALISED
realTAGLINE
estate GOES HERE If REqUIRED:
professionals. By being a local,
fRANcHISE NAME LIMITED, LIcENSED AGENT REAA 2008
we know local property marketing intimately. The facts, thePHfigures
01234 567 890and the567
// M 01234 trends.
890 Trust us to get the results
you want, when you want them. OffIcE@EMAILADDRESS.cO.NZ // WWW.HARcOURTS.cO.NZ
YOUR OWN PERSONALISED TAGLINE GOES HERE If REqUIRED:
AGENT NAME HERE // fRANcHISE NAME LIMITED, LIcENSED AGENT REAA 2008
PH 01234 567 890 // M 01234 567 890
AGENT@EMAILADDRESS.cO.NZ // WWW.HARcOURTS.cO.NZ
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
PRINT.
Flyers. A4 Newsletters. Leaflets.
• Listing submission kits •P
roduce a jpeg header to insert into your • Double sided personalised cards
desktop publishing programmes to produce • Letterbox drops
• Available as A4, A5 or letter
in-house newsletters
• Available as DL or 5x7"
WE’RE WHERE YOU
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PRINT.
Window Cards. Press Advertising . Please contact your state marketing manager
for the below customised print products:
• Bluebook filler adverts (full page portrait
• Available in A3 and 17x11" landscape •C
ampaignTrack have working files to resize
and half page landscape available)
to your publication needs
• Bus backs
• Billboards
• Posters
• Pull up banners
Available on Available on Available on
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
DIGITAL.
Website Banner. Facebook Cover Banner. Email Banner.
• Use on office and sales consultant websites • Upload as your social media cover image • Rotate relevant facts on your outgoing emails
We’re Where you are.
We’re your LoCaLS
IN WeLLINGToN.
To edit your Facebook cover photo:
1. Go to your timeline
2. Hover over your cover photo
For instructions on how to edit a banner image
please visit: 3. Click ‘Change Cover’ at the bottom-right of your cover photo
Harcourts One > Marketing > Products > 4. Pick one option from the pop-up menu (ex: upload a new
Campaigns > International Facts photo, reposition your current photo or delete your cover)
5. Save your changes
Available on Available on Available on
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
DIGITAL.
H1 Email Header.
•S
end newsletters to your entire database about
the market, statistics, sales and what’s going
on in your local community
Available on
HarcourtsOne
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
PHOTOGRAPHY REQUIREMENTS.
What is great about the flexibility of the templates is a range of images look great in this format. You don’t necessarily need
powerful sunsets or flashy night time images; the idea is to provide images that show a day to day aspect of your local community.
Images that evoke emotion or spark a connection to back up your message that you truly are local. The concept of this campaign
is to represent your area in the unique way you know it. To attract the niche group of people who you would not normally reach.
Photography Concepts. WE’RE WhERE YOU ARE.
Description of the photo.
•
•
Popular streets
Street signage WE’RE YOUR LOCALS
• Local shops, restaurants or cafes
in WELLinGTOn.
Description of
• Main shopping strip
WE’RE WhERE YOU ARE.
L S
• Local personalities
A
the photo.
WE’RE Y O U R L O C
• Area landmarks
• Houses
• Views
G TO n .
• A contrast between day and night
in WE L L i n
• Interior images of local places
• Community events or galas
• Local sports teams
WE’RE WhERE YOU ARE.
Description of the photo.
WE’RE YOUR LOCALS
in WELLinGTOn.
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
SOURCING PHOTOGRAPhs.
It is imperative that high resolution, quality photography is used for this campaign. The images have the potential to make a real
impact so it’s hugely important the product looks professional.
1. Stock images. 3. Royalty free images.
•G
o to online image libraries; there are heaps of
Copyright.
•L
ook at royalty paid stock photo libraries Copyright laws apply to written material and
such as shutterstock.com to purchase royalty free sites that may have images you can photographs found on the internet. Legally
photographs. These are extensive libraries use (mainly if you want city or iconic suburbs, you cannot use images without obtaining the
and have reasonable packages such as $49 for they will be limited) Try www.dreamstime.com correct permissions or licences from the author.
5 downloads. You have the ability to search as an example.
for images before subscribing which is an You will be prompted by the below message
advantage. Use the following link to sign up:
www.shutterstock.com/subscribe.mhtml 4. DIY
•T
ake the photography yourself. Ensure you use
on Campaign Track which you will need to
confirm before proceeding:
By uploading this image you confirm that
2. Photographers. a good quality camera on the highest resolution
setting. Remember your images may be utilised
for anything from an email banner to an A3
you have the legal right to publish it
and you indemnify Harcourts against any
•W e recommend talking to your local property action resulting from its use.
window card so you need to allow yourself
photographer (open2view for example) to flexibility in your imagery. Also the different
obtain some local imagery. See if they have size formats of the products will mean cropping
their own personal portfolio of lifestyle shots. of the image is necessary, so allow plenty of
Some photographers will be willing to share room on the image to get the optimal results on
those with photo credit. the end marketing piece.
• Pay a photographer to get several lifestyle shots
of your local area based on your campaign.
Local schools, beaches, scenery, landmarks. It
should cost approximately $200-$300.
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
ARtWORK AVAILABLE ON...
To download the artwork, look for this icon
in the Campaign Track menu.
We’re Where you are.
We’re your
locals
campaign.
1. U
nder Order Track click ‘Quick Order’
2. H
ere you will see an option to select the HIL
We’re Your Locals
3. C
hoose to create a campaign for Agent of Office
4. Y
ou will be presented with supplier print
options as well as Inhouse items
5. Select product and click ‘add to campaign’
For assistance you can contact the Campaign
Track helpdesk on:
AUS: 1300 902 968
NZ: 0508 222 672
harcourts@campaigntrack.com
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
Designing your artwork on Campaigntrack.
1. I mage description:
Allows you to display a photo credit or
information about the image. You can choose
IMPORTANT
to display in black or white and in 3 different COPYRIGHT
locations on the artwork. Select whichever DISCLAIMER
works best with your photo.
2. S
logan text:
You have the option to use ‘We’re Your Locals’ 1 2
or regionalise to your area. Select the drop
down list to ‘We’re Your Locals free text’ option
and in the ‘Free Text’ field enter your area.
You can adjust the slogan position to align to 2
the top or bottom of the artwork. NB: If your
‘location’ name does not fit on the template
– contact Harcourts International Marketing
Team and we will discuss solutions for you. 3
3. T
he body copy defaults to pre-written text.
In the agency name field you can enter your
agency name which will populate to the pre-
written text. If you would prefer to write your
own copy there is a free text body copy field 1
4
which will override the pre-written text. We
3
have provided more pre-written ideas for you
in this user guide.
4. For your agent or office details you have a
5 4 5
myriad of options including photo or QR code,
phone, mobile, email and web details and also
the option for one or two sales consultants.
5. F
inally under the logos drop down list, select
your brand which is set up according to the
region you operate in.
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are.
CREATING JPEGS FROM CAMPAIGNTRACK PDFS.
These instructions are to be used for the digital
files of the campaign:
• email banners Windows users Apple users
• Facebook banners
• website banners
1. D
ownload and install the software PDF2JPG – 1. Open the pdf in preview
Generate the PDF of artwork on CampaignTrack click link below or find under campaigns on H1
and save to your computer. 2. Set to 100% view
2. Click ‘Run’ and this will open a window (below) 3. On your keyboard click {Command} {Shift} {4}
You will need to create a jpeg to enable you to
load to your digital media. There are a number 3. S
et resolution to at the same time
of ways to do this. If you have never done this 120dpi
before, here are a few basic steps to assist you. 4. U
pload PDF file
For any further assistance with this process previously saved and
please contact your regional marketing manager. press ‘Convert PDF to
JPG for Free’
5. A new folder will open where the jpeg is saved.
Alternatively you can take a screenshot of the 4. This will bring up a cursor which you can drag
PDF. You will need an application like snipping over the image area you need
tool to do so. Set your screen view to 100% and
use snipping tool to drag over the image. Save as 5. This will save a jpeg on your computer (where
a jpeg. depends on your settings – usually the desktop
or documents folder).
NB: ensure when you are taking screenshots you do not have
the window open too large or too small as this will affect the
quality. For optimal results set your screen viewing to 100%.
If you are unable to click on the link above, simply copy
and paste the URL below into your browser:
http://www.harcourts.net/wereyourlocals/pdf2jpg.zip
HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013We’re where you are. ConTACT. CAMPAIGN TRACK HELPDESK AUS: 1300 902 968 NZ: 0508 222 672 harcourts@campaigntrack.com New Zealand South Australia Tasmania Sharon Morey Jess Beere Kate Littlejohn sharon.morey@harcourts.co.nz jess.beere@harcourts.com.au kate.littlejohn@harcourts.com.au Queensland Western Australia USA Maurizio Scoglio Brittany Snelgar Chris Tellez maurizio.scoglio@harcourts.com.au brittany.snelgar@harcourts.com.au chris.tellez@harcourtsusa.com Victoria New South Wales International Sharon Kupsch Tim Snell Tina Sander sharon.kupsch@harcourts.com.au tim.snell@harcourts.com.au tina.sander@harcourts.net HARCOURTS WE’RE YOUR LOCALS campaign // user guide // AUGUST 2013
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