TMG came to us with a need to develop an under-utilized product in their range of property management services: HOA management. With the concept given to us of HOArd, HOArse, HOAx, and wHOA - we developed a series of campaigns aimed at neighborhoods sick and tired of combative, untrained community-led HOAs. The object was to unburden these communities, and tell the story of the exhasted homeowner looking for clean, professional management.

The TMG family of companies can assist you with property management, homeowner association management, and the maintenance and repair of your home or investment property. We've been innovating property management in Washington and Oregon since 1985.

What we've done

1. Strategic Discovery

2. Collaborate on characterization of pre-proposed themes

3. Develop and target demographic identities

4. Engage OTT distributors in magazine, web, social, interstitial, radio and pre-roll video

5. Measure and compare response

"Darla" Campaign for AMS HOA Service

"Dave" Campaign for AMS HOA Service

Dave & Darla

TMG needed help crystallizing customer pain points and points of view. Through a thorough discovery process, we found the ideal messaging that their customers would recognize. We created radio, video, and static expressions of a Dave and Darla character, suffering the same frustrations. With short deadlines, we delivered a notable jump in requests for services.

TMG asked us to help

— Take their product look to the next level

— Develop repeatable campaign assets

— Match their offerings to the specific needs of their customer base

— Provide a visual framework that will help the product team iterate faster

Creating a product identity that related to the small and specific communities it served in the NorthWest was critical to capture new business.

Related Projects

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