A Blue Integrated Marketing Strategy

Anne Clelland shakes hands with GO BLUE! from Coldwell Banker Townside REALTORS 

Coldwell Banker Townside REALTORS is a Handshake client, we're clients of Coldwell Banker Townside REALTORS (4 houses!), the General Manager, Margaret Galecki, is my sister, and the Marketing Director, Kelsey Sarles, created the most-shared graphic on Handshake 2.0.

So, can I be objective about Coldwell Banker Townside's GO BLUE! campaign?  Probably not. Still, I was pleased to be invited to "go blue" and found myself inspired to write why I went blue for Coldwell Banker Townside REALTORS.  And while my part is done, I continue to be delighted by the campaign.

And impressed. 

GO BLUE! models an integrated marketing strategy, using both online and offline means to engage with people in a conversation about a corporate message.  For example, our simple integrated marketing strategy for Handshake 2.0's first Swarm Badge Party including an online invitation and online publicity, and an offline prize of a Flip camera.  We hoped to engage people in a conversation about the potential power and reach of  online corporate videos.  In general, that's an important business subject.  More particularly for us, a corporate video is a perfect accompaniment to a Warm Handshake post on Handshake 2.0.

To me, the GO BLUE! marketing campaign celebrates the best in people and what they most treasure – connection with each other.  Offline, people are invited to the Coldwell Banker Townside office to be photographed in their new t-shirts.  They meet and connect with staff members and they choose a pose to express themselves.  Online, they "meet" people through being featured on the Keepin' It Real Estate blog, through Coldwell Banker Townside on Facebook, and on YouTube.  And as more people participate, they – we! - become a community of those who have "gone blue."  For former clients, it re-affiliates them with the company.  For current clients, it deepens the affiliation.  For potential clients, it generates brand recognition and goodwill.

All that!  The laughing, though, was the best part.

Want to join me in being blue?  Here's how to GO BLUE!

Coldwell Banker Townside, REALTORS (R) is a client of Handshake Media, Incorporated, the parent company of Handshake 2.0.

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