Case Studies
Each of these projects showcase my adept ability to develop a strong brand identity and execute multi-channel marketing strategies designed to achieve unique business objectives.
Heir Realty
Goal.
Develop and introduce a new real estate brokerage to the highly-competitive South Florida real estate market.
Execution. In order to acquire market share in the very sought-after real estate market of South Florida, a unique brand identity is crucial to cause a disruption. The strategy was broken into 4 phases.
Phase 1 required the development of brand identity, assets, guidelines, value messaging and differentiation and content.
Phase 2 included the establishment of a polished online presence through web development and social media content creation.
Phase 3 included the optimization of a solid lead generation platform to nurture inbound engagements with branded drip campaigns customized to lead status.
Phase 4 included a generous awareness campaign across a multi-channel strategy, including digital marketing on Google and Meta (awareness, consumer intent and retargeting), local publication advertising, direct mail and event marketing.
Branding. This brand was differentiated through establishing the core values of inclusion and diversity. This is reflected in brand pillars: Honest, Excellence, Integrity, Respect. Every marketing campaign expressed the message that exceptional real estate service should be accessible to everyone - regardless of price point background, race, gender, or social status.
Fortified Roofing
Goal.
Product expansion, diversification, and market penetration. This established roofing company transitioned into the supplier landscape to harness the high demand of sheet metal roofs in the Southeast United States.
Execution. A strong marketing strategy was necessary to gain visibility among roofing contractors within the Southeast United States. The strategy was broken into 3 phases.
Phase 1 required a thorough competitive analysis. Fortified’s largest competitive advantage is its portable equipment, which gives roofing contractors the ability to have sheet metal cut as needed live on job-sites. Brand values were broken down as follows: Efficient, Quick, Superior Quality, Unmatched Service. All brand messaging reflects these values.
Phase 2 included the rebranding of an outdated roofing company from the 1970’s to a modern and sophisticated image that directly reflects the strength of the new brand. The new branding required the development of a new website with a premium user experience.
Phase 3 included the identification of the target audience, and the selection of the proper marketing channels to reach this audience. For digital marketing, the most effective ad platform was LinkedIn. This platform gave Fortified the ability to gain visibility amongst the decision makers of the target audience. Digital marketing was paired with direct mail and industry-specific publication ads.