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ERA Franchise Systems LLC
1 Campus Drive Parsippany, NJ 07054 (973) 428-9700 |
Media contact: Stacy Quinn
(973) 496-7904 stacy.quinn@ERA.com |
New commercials and marketing materials focus on the "little things"
PARSIPPANY, NJ, February 25, 2002 - ERA Real Estate, one of the nation's leading real estate franchised brokerage systems, today launched its 2002 national television advertising campaign. The campaign focuses on the personal dedication of ERA® affiliates –"The Little Things"– to help customers through every step of buying and selling a home.
The campaign demonstrates how ERA sales associates go above and beyond the call of duty to assist a client. Each of the four, 15-second and two, 30-second spots tells a short story with a humorous twist. Each also highlights the associate's commitment to the buyer/seller in reflecting that, "At ERA Real Estate we focus on the details, that's how you know we're Always There For You®."
The new advertising campaign will air during NBC's Today Show beginning this month. Additionally, the spots will be featured on several cable channels, including MSNBC, The Learning Channel, Home and Garden TV, the entertainment network E! and ESPN. The spots are also available for local market use by ERA affiliates nationwide.
"While the commercials are part of our national advertising campaign, they can also be tagged with an ERA office name for local market use," says P.J. Martin Smith, senior vice president of Marketing, ERA Franchise Systems LLC. "We want our affiliates to take advantage of marketing and advertising programs that put the power of the global brand to work for their business. By making these commercials available to our membership, we can reduce costs to our affiliates and allow them to focus on the all-important goal of building customer relationships."
In addition to localizing the commercials, affiliates now have access to an online library of ERA print advertisements. "The ERA Advertiser" is a Web-based application that allows users to create, produce, plan and deliver customized advertising materials. Affiliates have access to the program through TeamERA.com, the Intranet site for ERA members. At any time of the day or night, ERA affiliates can select an advertisement, customize it and send it directly to their local newspaper or magazine without incurring any expenses.
As part of the new advertising campaign, the product line of ERA marketing materials has been redesigned. "It was time to change our collateral," says Smith. "Our goal was to develop an upscale look, one that would be consistent throughout all of our prospecting and promotional pieces. We also wanted to create an image that consumers would quickly come to identify as the ERA brand."
The new marketing materials, which range from jumbo prospecting postcards to customizable agent sales pieces, feature a soft color scheme and sophisticated design. All materials are available to affiliates through the St. Cloud (MN)-based Merrill Corporation.
About ERA Franchise Systems LLC
ERA Franchise Systems LLC is a global leader in the residential real estate industry with 30 years experience in developing consumer-oriented products and services. It is a subsidiary of Cendant Corporation (NYSE: CD) and part of its Real Estate Franchise Group. The ERA real estate network includes 2,600 offices and more than 28,000 brokers and sales associates throughout the United States and 26 other countries and territories. Each ERA office is independently owned and operated. ERA information is available to consumers on the Internet at www.ERA.com. ERA properties can also be viewed at www.REALTOR.com®.
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