McMurray & Members Creative Rational
Mike McMurray and the team at McMurray & Members has been a client of Spiro & Associates for years. We have worked closely thru all phases of the evolution of their team. The Brand Architects at Spiro & Associates started from the beginning by establishing the overarching brand and tone and manner of McMurray & Members.
After the devasting destruction of Hurricane Ian, Sanibel/Captiva’s prime realtor Mike McMurray, reached out to see how he could lead the way into being part of rebuilding the community, and knowing that his firm McMurray & Members is here to help.
Utilizing their 30-plus years of existence here in Southwest Florida, Mike McMurray and his team wanted to be a resource to help ease residents pain. Need a tree trimmer? Call Mike. Need a contractor? Call Mike. Need to relocate? Call Mike. Want to purchase distressed properties? Call Mike. This crucial campaign was not to look as though McMurray & Members was trying to take advantage of a natural disaster, which many others did, but a way to promote unity and strength to the Southwest Florida community.
Spiro & Associates went straight to work on the creative development and production of the campaign with developing a tone and manner of hope and recovery, of strength and resilience. We came up with the creative positioning line of “Our Hearts are Still. But Our Efforts Won’t Be.” The somber but uplifting message was disbursed via many different channels such as postcards, billboards, social media graphics, doorknob hangers, brand ads in Florida Weekly and a 30-second television commercial.
We followed this heartfelt campaign up with a more powerful take action approach such as “Relocating, Remodeling, Recovery,” which was featured as a postcard and a Florida Weekly Ad. Two other Florida Weekly Ads we designed for McMurray and Members for the same campaign were “Always Our Home” and “Winds Change in Your Favor.” These print collaterals gave a sense of confidence and a plan for what is next for this incredible Southwest Florida community.
There’s more where that came from…