Developing Brand Identity through Multiple Touchpoints
Commercial Real Estate
Commercial Real Estate Portfolio
1-3Q15Designing Brand Identity Through
Social Media Content
Tenant Relations Newsletters
This print ad ran in Fairfield County Business Journal’s March CRE 2015 section. It became
the basis of a brand campaign.
Photography and copy by L&L Transmedia. It was well positioned in the front section placed
within vertical industries’ native advertising.
The Annual Hord Foundation Gala’s 2015 Announcement
Used as a top sell sheet in a marketing folder for Matrix Executive Suites,
the property’s amenities became their competitive advantage.
These advertisements appeared in Commercial & Investment Properties™ magazine. One also became a flyer for a local event.
Tenant Retention: Planning a Complimentary Lunch
Helping with signage for tenant relations and communications.
We used this .jpg for various videos and as
a back cover for the Danbury Chamber of
One can easily make content more relevant
according to its context – for example
adding Interstates when applicable.
Class A Commercial Real Estate
The Matrix Group together with
the March of Dimes’
Real Estate Community
celebrates its 2014 honoree
The Staff of the
Please join us at our table.
December 11, 2014
6:30 a.m. Coffee & Conversation
7:00 a.m. Breakfast & Keynote
Aaron Smiles, MD Commercial Leasing
c/o Jo-Anne Mellilo
A favor of your reply is requested on or
Getting together a table of ten
together at one of the
industry’s most important
Advertising the tenant roster.
Context: an industry-specific magazine.
Associating the Matrix logo (brand) with its tenants.
This print ad appeared in Fairfield County Business Journal’s Office Buildings and Parks (6/15) issue.
It ran right after our Brokers’ Open house.
Securing logo permissions in advance is key.
This was for a little fun and social media engagement.
For more information on our Brokers’ Open House
which included “custom offices and custom shirts (each broker
received and designed his own dress shirt at the first open house), please email
To get the brokers to come back and personally pick up their shirts (and to check out the office space again), we
had a little contest.
E-invitations had a 79% average open rate
Signs in the conference room assigned various
humorous “Best in Shirts” contest
Showing “before and after” is a great way to get
These photographs appeared in NYREJ’s
November 2014 print and digital issue.
Another charity announcement for the Danbury Museum & Historical Society
(The Matrix Group website earned a .org link when this was uploaded online.)
Social Media Content
gaining social engagement with tenants
social media content sharing the story
of community engagement
Above (centered): Aaron Smiles, The Matrix Group, Rick Derringer & Band,
Mayor Mark Boughton, Danbury and Mayor Erin Stewart, New Britain.
Right: Aaron Smiles, The Matrix Group, and CT Governor Dannel Malloy.
For more information on how this marketing material fits together
to form a story and therefore a brand,
contact Alexandra Lehmann at (914) 450 9598.
Or go online to see a case study of a branded story told through social media: