SITUATION

Bob Parks Realty is second biggest broker in Middle Tennessee, as well as one of the oldest. Starting in Murfreesboro, they now have offices across the area, particularly in west Davidson, Williamson, Wilson and Sumner Counties. With the expansion into downtown Nashville, the traditional Bob Parks branding was not seen as fitting for that market, resulting in a new logo design that eventually was also adopted in Green Hills. As Bob Parks came up to their 40th anniversary, they sought to update and unify their brand, and decided to do it using the new logo. This shift included dropping “Bob” from the name to be less associated to a person and more defined as a firm – Parks.

Key Insights

Evaluating the market and Bob Parks position, we determined:

  • Given the number of newcomers in Middle Tennessee, more people need to learn about the area before choosing the ultimate location of their home search. In fact, given the amount of change in the market, even longer-term residents need an update on neighborhoods and communities.
  • The number of newcomers also means that the legacy brand of Bob Parks doesn’t need to be preserved as much as a strong, current brand needs to represent the company moving forward.
  • Bob Parks has a unique position in the market, combining wide reach across the market with a strong local brand name. Most of their competitors had one or the other – either larger national brand names or small local brokers.
 

Campaign Theme: At Home with Parks

We want to ascribe the benefits of Parks history and market knowledge to their agents, positioning the agents as friendly and trusted partners in the process of finding your next home. For those unfamiliar with Parks, we want to establish a strong, unified, local brand regardless of what part of town the new home buyer is looking.

RESULTS

Bob Parks committed to a significant advertising campaign to launch the new brand to run in print, on Tennessean.com as well as in community papers and online sites. Recommendations were also made to carry the campaign over to out-of-home, social media and community involvement.