The Issue:

Rory Mack Associates (RMA), based in Newcastle-under-Lyme, is a commercial estate agent dealing with business property in and around North Staffordshire and South Cheshire. The company faced competition from far larger agents, and felt it needed to raise the profile of RMA and its services throughout the area.

The Challenge:

Identify issues which could be used to generate a more positive and more informed positioning for RMA and to raise awareness of its agency services online which, previously, had not been promoted effectively.

Our Response:

Our goal was to clearly differentiate RMA from its competitors, and, after research, we designed and developed a new website to position RMA as a modern company. The success of the website led to a commission to design and produce other promotional material, such as brochures, leaflets and press advertisements - all incorporating the new visual theme.

After further design discussions, Creative Avenue became aware that, in addition to its agency services, RMA offered a full range of professional services which had received virtually no promotion. To make sure these professional services were fully exploited, and to clearly differentiate them from the agency side of the business, we embarked on a sub-branding promotion exercise.

The Execution:

By carefully modernising the logo, we developed a new personality for RMA, and with the creation of two cross-selling boxes, we could quickly promote both service areas - Agency and Professional. The new brand elements were prominently featured on all RMA marketing collateral; stationery, leaflets, brochures and press advertisements. Website visitors could click either the Agency box or the Professional box to instantly see a full list of services.

To promote the fact that RMA offered a full range of services, we introduced a tag line 'We tick all the right boxes' with its supporting 'tick box and pen' graphic.

We also recommended using the company's MD as the face of RMA, which meant featuring his image prominently on printed publicity. This strategy helped differentiate the company from the competition, providing an instant 'human' feel, and allowing potential clients to put a face to a name. In the longer term, this increased profile will allow the MD to become an advocate for the industry, increasing awareness of RMA still further.

The Results:

Feedback confirms an increase in market awareness, with RMA now being perceived as a modern, approachable, professional company with a full range of services.

The new branding and positioning has also helped educate internal staff and give them a clear, positive way of positioning RMA and its services when talking to potential and existing clients.

Video Link

The aforementioned company has worked in a consultancy capacity for Rory Mack Associates now for over a year, a relationship which initially started with the complete re-designing and implementation of our website.

Our relationship continues to prevail on an ever evolving basis with our requirements for updating and improving our website, in order to keep it up to date and fresh.

In all our dealings with Creative Avenue we have never experienced any problems, and considering some of the technical challenges that have been presented especially with the intergration of our website with specialist Estate Agent software, we have no hesitation in recommending the aforementioned company to your organisation as one that can be trusted and will inevitably add value to your practice.

We have every intention of continuing to work with Creative Avenue on matters appertaining to our website and corporate imagery.

If you require any further clarification in relation to the services that Creative Avenue have offered our company, please do not hesitate to get in contact with the author.

Managing Director