Coach Realtors was Long Island's largest independent realtor and the third largest realtor of any type in the huge Nassau-Suffolk marketplace. Seeking expansion both territorially and in upscale sales, a PMG-led research survey indicated that Coach was identified with middle-income buyers and needed:
1. Significant image upgrading and brand establishment to compete with encroaching national firms in a high-end marketplace.
2. Attract new talent capable of selling into that desirable and lucrative market segment.
Since upscale home sales were dominated by female salespersons, a series of ads were aimed at women, both career professionals and women returning to the workforce.
PMG instituted the "Fit" campaign. Coach's identity was reengineered from the logo up. The company's prestigious association with Christie's Great Estates was emphasized in all branding. To entice potential employees, Coach's commitment to training, their years in business, private ownership and their technology leadership were stressed. This indicated that Coach had the strength to make employees more successful in an increasingly competitive market and also illustrated Coach's commitment.
The "Fit" campaign centered graphically around beautiful, reassuring foot imagery, hence the "fit". Imagery included ballerina slippers, dynamic high heels and bunny slippers. The understated elegance included softly embossed Coach logos.
(1) The campaign successfully elevated Coach and repositioned it as a sophisticated upper echelon field leader that had to be taken seriously.
(2) Recruitment of new talent was extremely successful, generating "A-level" inquiries. Coach was able to position itself against national and local competition. As a result, Coach captured more exclusives, sold more homes, and upscale home sales increased some 40% in the first year alone.