School: LEAD Innovation Studio
Class: Marketing Concepts
Instructor: Ashleigh Schlorholtz
Client: Local Realtor
Problem: How can you create a compelling, budget-conscious marketing campaign that helps a unique property stand out to potential buyers in today’s real estate market?
Summary
In partnership with a local realtor, students took on the challenge of designing real-world marketing campaigns for five unique homes soon to hit the market. Each group was assigned a distinct property—from a city condo with high HOA fees to a rural investment opportunity—and tasked with crafting a promotional strategy within a set budget provided by the realtor. The client introduced students to real estate marketing, answered questions, and offered feedback throughout the project. Students maintained professional communication, developed targeted campaigns, and pitched their final concepts directly to the client, who ultimately implemented some of their ideas in actual listings.
Takeaways
Students worked to hone essential skills such as communication, presentation skills, working with a team, understanding and staying within a budget, and thinking outside the box for their ideas. They also learned how target demographics play a part in how we market to individuals.
Advice
Make sure they have a strong understanding of demographics and how they play a part in campaigns.
Standards/Learning Targets
- Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.
○ I.1: Competency: Acquire a foundational knowledge and manage
promotional activities of promotion to understand its nature and scope,
allow maximum return on promotional efforts.
○ I.3: Competency: Understand the use of an advertisement’s components
to communicate with targeted audiences.
○ I.12: Competency: Assess advertisements to ensure achievement of
marketing communications goals/objectives.
○ I.14: Competency: Develop and execute an advertising campaign to
achieve marketing-communications objectives.
○ I.22: Competency: Manage promotional activities to maximize return
on promotional efforts.
Supporting: - Understands the concepts and strategies utilized to determine and target marketing strategies to a select audience.
○ G.1: Competency: Employ marketing information to develop a marketing
plan.
○ G.2: Competency: Employ marketing information to plan marketing
activities.
○ G.3: Competency: Employ marketing information to determine and meet
customer needs. - Integrates psychological knowledge to understand customer motivation (E)
○ E.1: Competency: Apply psychological knowledge to facilitate marketing
activities.