A&R: Coldwell Banker Case Study


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	Coldwell Banker

The Client

Coldwell Banker - Corporate

The Product

Customizable Recruitment CD/Software

Coldwell Banker

The Challenge

Develop a CD presentation that can be used by local affiliates to explain the Coldwell Banker story to potential brokers and encourage them to join the Coldwell Banker team. The CD needed to be versatile in that it had to allow for a standardized (non personal) presentation as well as one that could be easily modified to reflect specific aspects of the local affiliate.

The A&R Solution

A&R worked with Coldwell Banker's communications managers to develop a software solution that would meet the recruitment needs of both Coldwell Banker Corporate and their local affiliates. Upon script and design approval, A&R prepared storyboards to illustrate their creative concept. The interactive team developed a template allowing affiliates to input specific key data about their offices, including photos, addresses, phone numbers, and salary and benefit programs.

Once approved, A&R developed an interface to provide CB users with an easy method of customization. In effect, this became a unique piece of customizable software for Coldwell Banker.

A&R handled all of the necessary steps to produce the CD, including: graphic production, casting, recording and editing of voice over talent, music selection and recording, and programming and testing. The agency met the challenge of creating a recruitment CD under very tight time constraints.

Results

The CD was an unqualified success. Reception to the program was broad and positive. Brokers were able to document recruitment results that were far above the results obtained by prior recruitment programs.