ERA & SOSD Saving Dogs Together
ERA Realty Network Pte Ltd
ERA is proud to initiate this new project and make a difference to the community. The uniqueness lies in ERA’s integration and utilisation of multiple internal and external channels to reach different audiences. Digital was complemented with traditional media to maximise the campaign’s visibility.
INTRODUCTION
ERA partnered with SOSD, a volunteer-run organisation, to raise awareness and funds together in 2016 and 2017. The team integrated and utilised multiple internal and external channels to encourage volunteering at the shelter, adoption and fostering of strays.ERA hoped to contribute to SOSD’s dog shelter which rescue, rehabilitate and rehome Singapore’s many street dogs. In addition, ERA wanted to encourage volunteering at the shelter, adoption and fostering of strays.
Two ERA employees who are dog lovers reached out to SOSD in May 2016 to explore ways in which they could help. The Marketing team started to volunteer by sharing adoption events on Facebook and sending internal electronic direct mailers to over 6,245 salespersons. After which, the company decided to support SOSD’s inaugural charity dinner in August 2016 by contributing one table to raise funds. The team met up with Dr. Siew, President of SOSD in October 2016 for a further discussion and planning of a year-long campaign as ERA would be celebrating its 35 years anniversary in 2017.
FRAMEWORK AND STRATEGY
The campaign kick-started in 2017 through SMSes to all ERA salespersons, shout-outs and 30,000 mailers (printed by ERA) insertion with internal correspondence with clients; exclusive letters, invoices and payment receipts. Staff from IT, Finance and, Administration and Corporate Sales pitched in to help. SOSD flyers were handed out over service counters. SOSD was also allocated a booth for their team to sell 800 soft toys (developed by ERA) to raise funds, display banners and distribute flyers to raise awareness at the ERA Asia Pacific Business Conference with over 2,000 delegates in February.After the annual event, the Marketing team dedicated a blogpost to encourage adoption and volunteering. SOSD adoption drives and Flag Day activities were shared consistently on Facebook & Instagram throughout the year. For the annual SOSD Charity Dinner in 2017, ERA doubled the support by contributing two tables, creating gifs and sending them out through internal electronic direct mailers. Furthermore, ERA ran an advertisement on Facebook & Instagram to boost exposure and registration for the dinner. Some of ERA’s Leaders also displayed support through purchase of items at the Auction during the Charity Dinner.
ERA is proud to initiate this new project and make a difference to the community. The uniqueness lies in ERA’s integration and utilisation of multiple internal and external channels to reach different audiences. Digital was complemented with traditional media to maximise the campaign’s visibility.
ACHIEVEMENT AND IMPACT
Internal SMS, electronic direct mailers and flyers reached over 6,245 ERA salespersons while additional delegates were exposed to SOSD at the ERA 2017 Asia Pacific Business Conference. Furthermore, the Facebook & Instagram advertisement alone garnered over 118,000 impressions and the 30,000 mailers also reached clients directly.“One behalf of our Organising Committee and SOSD, I’ll like to thank you for your support. Your donation has helped us continued in our mission, and towards the funding of our shelter and operation.”- Andreae Loo
The funds and donations were directly used for supporting SOSD’s operating expenses for the new shelter, feed the dogs and pay for medical bills for the dogs. Other efforts enabled greater awareness amongst ERA salespersons, clients and consumers.
“Hi, I am a client of ERA and currently, during the selling of my flat through an agent of yours. Today, I received a mailer by post from ERA and was very glad to see that ERA is supporting SOSD in the rehoming programme for our street dogs. This is indeed a heartening gesture of a company who gives back to society constructively and meaningfully. Thumbs up for your kind gesture and will definitely recommend your services to friends and associates.” – Ms. Delphine Goh
FUTURE DIRECTION
As the only listed real estate agency in Singapore, ERA believes in maximising their strength to make a difference to the lives around them. They strongly emphasise on responsible business conduct and demonstrate this by liaising with various organisations in providing community services or donations to the less fortunate.Over the years, ERA has worked extensively with charity organisations such as Community Chest, Canossaville Children and Community Services, and Singapore Association for the Deaf. This 2018’s Chinese Lunar New Year season, ERA salespersons and staff gave out specially prepared festive packs, hong bao and furniture to low-income families, with Dr Amy Khor, Adviser to Hong Kah North Grassroots Organisations.
For the rest of 2018, ERA plans to continue caring actively for the less fortunate in addition to SOSD. The company will continue to contribute to the community by leveraging on their people and platforms.
ERA Realty Network Pte Ltd is the only listed real estate agency in Singapore, with the proud reputation as the preferred brand by consumers. ERA offers services from private and public residential property segments, auctions, commercial and industrial property, project marketing, property management and valuation as a one-stop agency.