Challenge
A thirty-year-old commercial real estate investment company wanted a refreshed company identity and strategic rebranding to support the introduction of a new investor portal online/crowdfunding investment platform. Marketing plan and programs were needed to attract new investors.
Actions
Created a refreshed brand, positioning and digital marketing program introducing a global crowdfunding investment portal.
Research
Primary and secondary research used to identify high net worth investor, family office and registered investment advisors offering alternative investments (real estate).
Branding
Brand positioning, strategic messaging, new visual identity, templates and brand standards created for company’s website, marketing materials, investment memorandums and other investor communications.
Strategy
Hired NOI Strategies to assess IT infrastructure and systems to ensure secure and cost-effective new web-based marketing and investor ecosystem.
Technology
Develop formal RFP requirements in order to select an investor portal SaaS (software as service provider).
Marketing
Integrated marketing plan developed featuring digital marketing strategy and web ecosystem (website, investor portal, and leading email/marketing automation platform to support lead generation).
Results
Brand launch and marketing campaign “exceeded expectations” according to CEO Mark Burkhart.
Comprehensive review of all CRE crowdfunding/online investment firms and platforms confirmed SaaS RFP finalists and selection of Investor Management Services as the investor portal solution provider.
Web ecosystem implemented featuring new website, investor portal and email marketing automation platform. Investor portal included online investment workflow for registered investors and legacy investment dashboards featuring current investment profiles, distributions, quarterly reports and K1s.
Website content developed including historical IRR and individual investment IRR/multiple information in addition case to studies, FAQs, etc.
Developed investment marketing programs for $77 million science park and $80 million office acquisitions including content for offering memorandums.
Created investment property leasing “microsite” platform for use with other properties at significant cost savings vs. paying brokers for individual leasing websites through their internal creative services groups.
