CrowdStreet, a software and services company in the commercial real estate (CRE) funding industry, was in the midst of a transformation when they approached PMG. The young company, which had recently been named the #1 Technology Startup in Oregon by the Technology Association of Oregon, had made significant gains since its founding.
Its investment marketplace had attracted more than 30,000 high net-worth individuals, who collectively had poured $200 million into 170+ CRE offerings, resulting in $880 million in distributions. Even more, its investors were engaged–responding so rapidly to marketing communications that the company was able to raise millions in minutes for its commercial real estate customers.
It was time to update their brand to reflect the business’s move into the realm of institutional capital. The company set about a brand update. They came to PMG for assistance with developing a campaign that would help them introduce the new brand to existing and prospective CRE firms and investors, as well as influencers in the space, who could become candidates for the company’s new affiliate program.
They were looking for a fully integrated account-based marketing campaign to target three unique audiences: Sponsors, Investors and CRE Influencers. From premium digital content, landing pages, emails, digital ads and blog posts, to customized direct mail pieces timed to reach prospects in lock-step with digital assets, our team worked meticulously to ensure flawless execution of a multi-pronged campaign with big goals.
- Account-Based Marketing
- B2B Content Marketing
- Marketing Strategy
- SaaS Marketing
What We Delivered
PMG developed a three-prong strategy for the program, which included a fully integrated account-based marketing campaign to target three unique audiences: Sponsors, Investors and CRE Influencers. From premium digital content, landing pages, emails, digital ads and blog posts, to customized direct mail pieces timed to reach prospects in lock-step with digital assets, our team worked meticulously to ensure flawless execution of a multi-pronged campaign with big goals.
Creative Campaign Concepts
PMG started by presenting CrowdStreet with seven campaign concepts to be used in the development of a teaser campaign, a content marketing push and account-based marketing direct mail initiative.
CrowdStreet zeroed in on their favorite concept and the one that most closely aligned with their new tagline, “Build Wealth.” From there, the team at PMG began building out a campaign structure and producing the individual content and design assets needed to execute the campaign.
Planned a digital and offline ABM program to reach the company’s target Sponsor accounts, a select pool of HNWI investors, and CRE social media influencers. The campaign involved 1-to-1 email outreach to influencers and customized direct mail pieces that coincided with digital touchpoints.
Designed and managed the direct mail campaign from prototyping and print shop management, to design and messaging. The direct mail pieces were conceived around the idea of “building wealth” and featured pull-out buildings that grew taller as recipients opened the envelope.
Conceived and designed digital ad sets for retargeting and display campaigns.
Landing Pages, Blog Posts & Emails
Wrote copy for all related landing pages, blog post and email communications.
From the Client
”PMG's understanding of buyer personas and the buyer's journey was pivotal in introducing our new brand to two distinct sets of customers and prospects. The integrated, cross-channel campaign they produced even incorporated influencer engagement, extending its reach and impact.Molly MooreCMO, CrowdStreet
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