CLIENT: CBRE - Market Masters
In commercial real estate, knowledge is king. With this in mind, CBRE came up with a creative way to gauge the knowledge of its youngest and newest brokers. They created eight exams designed around the developments, history, temperature and trends of each Manhattan submarket. Historically, these exams were given and the results were posted outside an office and were viewed as a painful exercise rather than an exciting challenge - despite generous monetary prizes.
My job was to create away to make the idea of the tests and winning more exciting. I accomplished this by rebranding the tests as a challenge and renamed it Market Masters. Next we decided that sending results and communications virally would be more engaging and efficient than posting results outside an office. With that in mind I approached the branding and design in a way that would bring life to the challenge week after week as well as make winners more visible to their competition and successes more public to the company. This helped to create more competition and awareness around the program and ultimately inspired participants and improved results.
Below you can see the process involved in the rebranding as well as some results of the revised program and how they benefitted the company.