The Challenge
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 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.
The company needed to update its brand to reflect the business’s move into the realm of institutional capital. CrowdStreet 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.
”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
The Solution
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.
The Result
PMG’s ABM and influencer campaigns introduced thousands of new investors to the CrowdStreet marketplace, resulted in dozens of product demos with CRE firms, and 7 new influencer affiliate relationships.
Read the Full Case StudyWhat We Delivered
Teaser Concept
Developed the strategy for a 4-step reveal that brought together the concepts supporting CrowdStreet’s brand evolution, and the benefits this evolution created for Sponsors and Investors. The campaign teased out specific elements of the new brand to build intrigue in the weeks before launch.
Teaser Promotion
Generated anticipation for the new CrowdStreet brand among existing and prospective customers through social media and email. The campaign posts and emails communicated the benefits Sponsors and Investors could look forward to with the new CrowdStreet brand while highlighting the newly-identified brand values that underscore the concept of “Build Wealth.”
Creative Campaign Concepts
Presented CrowdStreet with 7 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.
Account-Based Marketing
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.
Direct Mail
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.
Digital Ads
Conceived and designed digital ad creative for retargeting and a display campaign to promote CrowdStreet’s new audience-specific guides and infographics.
Landing Pages & Emails
Crafted copy and design for all campaign-related landing pages and emails, including 3-touch automated workflows to nurture leads coming through gated premium content pieces.
Infographics
Designed and developed two persona-specific infographics to highlight the financial state of both the CRE industry and CRE investing.
View the full infographic, The Bottom-Line on Skylines by clicking here.
Persona-Specific Content Guides
Developed and wrote two persona-specific premium guides to serve as gated, lead generation tools to generate leads for both of CrowdStreet’s lines of business.
Blog Series
Created a 4-part blog series (including an intro post) to help CrowdStreet introduce the new Sponsor Guide and drive web visitors to landing pages with the gated premium content.
”PMG created a consistent drumbeat for CrowdStreet with its B2B and B2C audiences, delivering targeted demand gen content.
Director of ContentPMG
See How We Created a Consistent Drumbeat for CrowdStreet with its B2B and B2C Audiences
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