Society of Industrial and Office Realtors (SIOR)

The Challenge

A global organization with 48 chapters and more than 3,000 dedicated members, The Society of Industrial and Office Realtors (SIOR) is the leading professional association representing the industrial and office sectors in the world of commercial real estate.

Those qualified to earn SIOR certification gain instant status for their expertise, professionalism, technological know-how, and high ethical standards.

But members and leaders alike have been eager to boost SIOR’s prestige even higher. And so, responding to results of a survey of its highly engaged constituents, SIOR’s leadership team recently committed itself to a new and aggressive integrated marketing and brand elevation initiative.

With SIOR poised to mark its 75th anniversary, the initiative would have to incorporate input from an active membership -- and would also have to substantially boost SIOR’s stature among media, potential members, and potential clients.

Recognizing Marino’s strategic communications leadership in the real estate sector, SIOR selected the agency -- on a competitive basis -- to develop and implement a program that would succeed on both levels.

The Solution

First, Marino performed an across-the-board audit of SIOR’s existing messages, advertising and branding assets. We then devised a full range of recommendations for enhancement.

Next, ensuring this would all proceed as a cooperative enterprise, Marino worked hand-in-hand with multiple SIOR leaders to assess and modify the recommendations, update messages, create a new logo, remodel the website, enhance social media presence and redesign and refresh SIOR’s portfolio of marketing collateral.

Equipped with these promising new resources, the client and agency then jointly developed a strategic integrated marketing program. Leveraging the 75th anniversary as a natural platform, the SIOR reintroduction would include membership communications, media relations, digital advertising, and a social media initiative.

Marino has succeeded on multiple levels. SIOR has garnered an unprecedented level of on-message media placements, many highlighting accomplishments of individual members. SIOR’s social media presence is vibrant. Ads have a sharp, new look. And membership feedback has been enthusiastic.

Fulfilling the client’s number-one strategic goal, the energetic rollout has been successfully reintroducing SIOR to key audiences – both external and internal -- in a refreshing and exciting way.

As a result, SIOR stands to emerge as a larger, stronger and reinvigorated organization.