 |
 |
Latin Builders Association - "Creating Diverse Online Solutions for a Multifaceted Organization" |
|
|
| Challenge: The Latin Builders Association (LBA) is South Florida's most influential professional association for the advocacy of real estate development. The LBA reached out to Loop Consulting Group to generate solutions that would increase membership, generate new revenue from sponsors, and improve the organization’s public perception within the community. |
|
|
|
|
| Analysis: Loop was provided with existing member demographics and member company profiles to review. We were also presented with a community perception analysis, which was based on past community outreach efforts and local community issues regarding residential and commercial development. With this information, we were able to create a multidimensional picture of the organization’s current situation. We also looked at existing marketing efforts to find ways to lower costs through the integration of current online communications channels, such as email marketing and website content management systems. |
|
|
|
|
Solutions: Loop developed “LBATV”, an online video channel with the objective of communicating to viewers the magnitude of the services that membership provides, such as business networking events, world-class speakers, and the fellowship among members. We also use LBATV to show how the organization contributes to the community, capturing key moments such as the holiday bike drive that delivers hundreds of bicycles to underprivileged children in different districts of the Miami-Dade area.
All LBATV episodes are sponsored by individual companies that use the channel to promote their company to the affluent LBA members. These sponsors generate sufficient revenue to cover video production costs and earn additional revenue for the organization.
In order to create LBATV, Loop professionally produces, records, edits, and distributes the videos using online distribution channels, such as YouTube and Google Video. |
|
|
|
|
| Accountability: LBATV was to be measured for total viewership and ROI from episode sponsorship sales. |
|
|
|
|
| Performance: LBATV receives a 66% viewership rate among video recipients, and the program produces 100% ROI from sponsorship advertising. In addition, LBATV increased awareness and the value of the brand for the LBA. Through the use of online video, Loop demonstrated to prospective members the benefits and privileges that come from being a member. LBATV features prominent speakers and “live” testimonial from current members. LBATV made sponsorships available to member companies and demonstrated the excitement that event participation brings to an organization. This unique combination showcases the LBA as a productive, community-oriented organization with a strong dedication to improving South Florida. |
|
|
|
|
