02.13.19

CONSUMER AD CAMPAIGN

2© 2019 NAR CONFIDENTIAL ALL RIGHTS RESERVED

WE’RE LAUNCHING A NEW CONSUMER AD CAMPAIGN

One that celebrates our 1.3 million members.

3© 2019 NAR CONFIDENTIAL ALL RIGHTS RESERVED

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Campaign Goals

4The National Association of REALTORS® Havas February 2019Proprietary & Confidential

KEY MILESTONESAPPROVED TV DIRECTION [CCC, LT]

SELECTED DIRECTOR [CCC CHAIR/VICE CHAIR]

APPROVED SET DESIGN

SET AND SCRIPTS VETTED WITH NAR LEGAL (3x)

SOURCED CCC MEMBER INPUT ON WARDROBE AND CASTING

GAINED ADVOCACY INPUT

GAINED COMMERCIAL INPUT ON SCRIPT (2x)

SONIC BRANDING EXPLORATION [CCC CHAIR/VICE CHAIR

MEDIA APPROACH AND SELECT MEDIA PLACEMENTS [CCC, LT]

APPROVED CASTING (20+ PEOPLE) AND WARDROBE, INCLUDING REALTOR®

MERCHANDISE

ROUGH CUT FEEDBACK [CCC CHAIR/VICE CHAIR, LEGAL]

VOICE OVER EXPLORATION [CCC CHAIR/VICE CHAIR]

BACKGROUND PROJECTIONS [CCC CHAIR/VICE CHAIR]

WE’VE HAD

ENTHUSIASTIC

MEMBER & NAR

PARTICIPATION

THROUGHOUT

THE PROCESS

5© 2019 HAVAS CONFIDENTIAL ALL RIGHTS RESERVED /

WE HELPED SELECT AN AWARD WINNING DIRECTOR, HAD CAST INPUT AND EVEN WARDROBE FROM MEMBERS.

6© 2019 NAR CONFIDENTIAL ALL RIGHTS RESERVED

WE CREATED AN OWNABLE WORLD FOR NAR.

● Introduce the Code of Ethics with a cinematic style that’s distinct, modern, culturally relevant, and breakthrough

● We turned the R® into a physical structure, driving home to consumers the meaning behind the mark, and the reality that REALTORS® are members of NAR and serve a larger purpose

● We set out to show the world who we are (and proudly say it) in an authentic way

7The National Association of REALTORS® Havas Proprietary & Confidential February 2019

8© 2019 NAR CONFIDENTIAL ALL RIGHTS RESERVED

CAMPAIGN STORY

We have an epic story to tell. It’s a century in the making. And as relevant tomorrow, as it was one hundred years ago.

It’s the story of a young family finding their first home. It's the accomplishment of launching a small business. It's the revitalization of an aging neighborhood. And a community coming together to improve all of our futures.

Our story doesn’t just stop at the doorway. It goes beyond the yards, out to the streets, and even into courthouses, to protect the property rights of all Americans.

Our story is inspired by our Code of Ethics.It’s our pact, our vow. It’s what makes us different.

But we don't just have one story. In fact, our 1.3 million members have millions of stories to tell. And we're proud to affect the lives of millions across America.

We’re the National Association of REALTORS® That's who we are.

9© 2019 NAR CONFIDENTIAL ALL RIGHTS RESERVED

WHAT’S NEXT

We want to proudly let the world know that our R stands for REALTOR®. And we want your help.

Members and Associations can visit ThatsWhoWeR.Realtor beginning February 25 for details on the campaign, and to access assets you can utilize, such as:

● Print Ads● Banner Ads● Social assets● Videos

SAMPLEPOSTS

Post copyFinishing touches going on. T-minus 3 days until the big reveal.

Post description:We will also be posting on our member channels across social to build excitement for the THAT’S WHO WE ARE campaign.

Post copy22,000sq/ft, 5 tons of lumber, 1000 cans of paint...we’re building more than a house. Stay tuned.

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ROLE OF CHANNEL

VIDEOCommunicate our core

tenets through sight, sound, motion

CUSTOM CONTENTTell the REALTOR® story through shared passions

SOCIALEngage, educate and

inform users on the Realtor difference

AUDIOBring the brand to life using “Theater of the

Mind”

THAT’S WHO WE

SEARCHBe visible where users are searching for real estate

solutions

LAUNCH FEB 25

CONSUMER AD CAMPAIGN PRE-LAUNCH INTEGRATE LOOK INTO MATERIALS & MORE

AT LAUNCH EVENT INTEGRATION ASSESSMENT RENEWAL

CREATE ASSESSMENT RENEWAL LANDING PAGE

BROCHURE WITH STATS AND VISUALS

TALKING POINTS

NAR CHANNELS

RETARGETING CAMPAIGN LEADING UP TO MIDYEAR

AEI

BROKER SUMMIT

MIDYEAR

FLYER AND CAMPAIGN

POSTER DISTRIBUTED

INCLUDED IN CEO UPDATE

FLYER

AT NAR BOOTH: STAFF ATTIRE, CLOSET GRAPHICS, NEW SWAG AVAILABLE

EVENT SPONSORSHIPS (TBD)

REGISTRATION BAGS WITH WINDOW CLING

PRE-SHOW POSTCARD

CAC DISPLAY AREA WITH PHOTO OPP

INCLUDED IN NAR360 AND OTHER MEETINGS

SPEECHES, RVP AND LIAISON TALKING POINTS

TEASE CAMPAIGN TO AEsAND MEMBERS

(INCLUDING COMMERCIAL)IN NAR CHANNELS:THE HUB, SOCIAL, E-NEWSLETTERS,

AND TO NAR STAFF

CEO LINKEDIN POST

EMAIL TO PAST PRESIDENTS

RIS MEDIA ‘NAR PULSE’ CONDUCT SELECT MEDIA INTERVIEWS

TV

:30 :15 :15 :15 :15

ONLINE VIDEO

MEDIA PARTNERSHIPS

REFRESH HANDLES :06 VIDEO SOCIAL POSTS

SOCIALAUDIO

NEW MEMBER CARDS

NEW MEMBER MAILER VALUE OF MEMBERSHIP FLYER

2019 CATALOG OF BENEFITS

NEW MEMBER EMAIL SERIES

ARTICLES AND COMMUNICATIONS IN ALL NAR CHANNELS

SWAG PPT DECK TEMPLATES

FILL-IN-THE-BLANK PRESS RELEASE

CUSTOM LANDING PAGE

(REALTOR.COM)

MEMBER-FACING WEB ADDRESS ThatsWhoWeR.realtor

CUSTOM CONSUMER-FACING PAGE (HOUSELOGIC)

ASSETS MEMBERS AND

ASSOCIATIONS CAN USE:

PRINT ADS, BANNER ADS,

& SOCIAL POSTSSTORIES FROM

MEMBERS

MEMBER RETARGETING TO ANNOUNCE NEW CAMPAIGN

ALL MEMBER EMAIL

ORIENTATION TOOLKIT AND VIDEO

NAR STAFF EMAIL SIGNATURE

NAR STAFF BUSINESS CARDS

CHICAGO SCAFFOLDING

THANK YOUTIFFANIE MAI-GANSKE, REALTOR®