Greater Orlando Builders Association

Ideas

As a leader in the housing and building industry within Central Florida, the Greater Orlando Builders Association (GOBA), formerly known as the Orlando Home Builders Association, represents and promotes growth and opportunities within their field.

Playing a proactive role within the greater Orlando community, GOBA serves their members with several major events throughout the year, including the annual Parade of Homes and the Home Expo. Throughout the past 4 years, the evok team has been a part of those efforts, aiding GOBA in increasing event visibility and attracting participants and attendees, reaching previously untapped markets to further establish the association as an authority in the home building and housing industries.

Work

Working to establish a cohesive, sophisticated and modern brand identity for the association, we began by refreshing the organization’s logo and color palette and facilitating the transition from the Orlando HBA to GOBA.

The updated logo focused on easy recognition regardless of size or usage, as well as a bold yet contemporary aesthetic that accented the association’s strength and dedication.

As GOBA’s premier event, the Parade of Homes became a focal point for our work with the organization. For the 2014 Spring Parade of Homes in particular, we implemented a fully integrated communications campaign that included print, radio and out-of-home advertising, as well as digital and social media components. In order to drive entries to the event, the evok team also developed an email marketing campaign sent directly to builders and remodelers. Finally, our social media and interactive team hosted Facebook and Pinterest contests to drive engagement with GOBA over their social profiles.

For the association’s Home Expo, our team completely redesigned the event’s look and feel, starting with updated collateral that focused the expo’s offered benefits for professionals in the industry. We launched a social media and email marketing campaign to reach a brand new demographic—realtors—with graphics to engage users and prompt them to learn more about the event. Through targeted Facebook advertising, we were able to reach over 300,000 users. Additionally, our team developed, promoted and conducted a social media seminar focusing on “Capturing Leads for Realtors through Pinterest and Facebook promotions.”

Results

Following our work to drive participation and attendance to the Spring Parade of Homes, the event experienced a $20,000 increase in revenue over the previous year, with an additional 10 entries and more than $100,000 in overall profits. Our Facebook advertising efforts secured 20 percent growth new fans on the association’s page, and GOBA’s website recorded an astronomical increase of 680 percent in unique visitors during this time.

Our efforts to promote GOBA’s Home Expo resulted in an overall increase in attendance, as well as a 50 percent rise in pre-registrations over the previous year. Revenue generated was also 20 percent higher, with the GOBA Facebook page also growing by 20 percent.

Related Work