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Atlanta REALTORS® Association • 5+ Years
Atlanta REALTORS® Association — Full-Cycle Media Department
Building a centralized media operation for a 14,000+ member association.
Project Overview
With 14,000+ members and dozens of active committees, the Atlanta REALTORS® Association needed more than one-off event coverage. The organization required a repeatable media system capable of supporting ongoing communications, flagship programming, member recruitment, and historical preservation.
The Challenge
What needed to change
ARA’s media landscape was fragmented across events, committees, and departments, creating inconsistent branding and underused digital assets. The challenge was to move from transactional production to a centralized operating model that could serve multiple internal stakeholders without sacrificing quality.
The Strategic Solution
Building the system
Acting as the Creative Operations Lead, I helped build an internal 'Media House' model that centralized production across 10+ committees. The system included the ARA Rundown Podcast, committee and organizational videos, integrated event media, and standardized production workflows. I also consolidated five years of disparate media into a searchable library so communications and marketing teams could more easily reuse approved content.
Key Result Metrics
Measurable impact
The resulting operation created a consistent, board-aligned media engine serving 14,000+ members. Five years of content were consolidated into a searchable library of 5,000+ brand assets, while 20+ evergreen video assets and 60+ event captures supported marketing, recruitment, member engagement, and long-term organizational memory.
- 14,000+ members served
- 10+ committees supported
- 5+ years of departmental leadership
- 5,000+ assets consolidated into a searchable media library
- 20+ evergreen video assets delivered
- 60+ events captured through photo and video
Visual Evidence
Selected project media
Capabilities Demonstrated
What this work proves
Creative Operations
Content Operations
Digital Asset Management
Podcast Production
Event Media Strategy
Multi-Stakeholder Coordination
Production Systems
Executive Communications
My Role
Lance Long
I led the creative and operational responsibilities described in this case study, connecting strategy, production, stakeholder coordination, asset creation, and delivery into a repeatable body of work.
Career Proof
See the bigger career story
This case study supports the Career Proof project “Engineering a Full-Cycle Media Department.” Return to Career Proof to see how it connects with the broader body of work.
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