BACKGROUND

This fast-growing and qualified team of professionals providing services to residential and commercial communities and developers approached Brooks & Associates in 2003 about moving the company’s branding elements forward to reflect the quality service and professionalism CMA (RTI/Community Management Associates, Inc.) is known for in the marketplace.

STRATEGY

To accomplish this task, Brooks & Associates worked with CMA leaders to create a comprehensive communications program aligned with the company’s business strategies and values. CMA President and CEO Judi Phares was instrumental in spearheading this initiative, engaging Brooks & Associates to conduct a communications audit to capture and catalog the company’s current communications efforts and tools. Brooks & Associates then conducted a customer survey to better identify current perceptions and opinions about the firm and the value it offered to the more than 120 quality communities it serves.

Leveraging the findings of this research, the Brooks & Associates team was able to craft for CMA a communications plan and messaging strategy that articulated the company’s positioning in a way that resonates strongly with its client community. Only after the research and planning activities were completed did the team move forward to create for CMA new branding elements and communications tools designed to showcase the company’s finest elements.

Among the items created include a new company logo, new marketing and sales materials and a portable trade show exhibit, all consistent with the newly articulated branding. Additionally, Brooks & Associates provided support for the company’s first major client event – the 2004 Association Leadership Forum.

RESULTS

The results? The creation of a strategic, integrated, results-driven communications program that has brought greater recognition for what CMA does best – offer quality services that result in a Community. Well Served.