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Developing Brand Identity through Multiple Touchpoints


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It all starts with a meaningful unique services proposition and/or competitive advantage. The rest is easy and because of the attention spans on the Internet, largely visual.

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Developing Brand Identity through Multiple Touchpoints

  1. 1. 1 Commercial Real Estate Commercial Real Estate Portfolio 1-3Q15Designing Brand Identity Through Marketing Touchpoints Print Advertisements Charity Announcements Sell Sheets Social Media Content Signage Tenant Relations Newsletters
  2. 2. 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. 2
  3. 3. The Annual Hord Foundation Gala’s 2015 Announcement 3
  4. 4. Used as a top sell sheet in a marketing folder for Matrix Executive Suites, the property’s amenities became their competitive advantage. 4
  5. 5. These advertisements appeared in Commercial & Investment Properties™ magazine. One also became a flyer for a local event. 5
  6. 6. Tenant Retention: Planning a Complimentary Lunch 6
  7. 7. Helping with signage for tenant relations and communications. 7
  8. 8. Repurposing Content We used this .jpg for various videos and as a back cover for the Danbury Chamber of Commerce. One can easily make content more relevant according to its context – for example adding Interstates when applicable. 8 Class A Commercial Real Estate
  9. 9. The Matrix Group together with the March of Dimes’ Fairfield County Real Estate Community celebrates its 2014 honoree The Staff of the Stamford Hospital Please join us at our table. December 11, 2014 6:30 a.m. Coffee & Conversation 7:00 a.m. Breakfast & Keynote Stamford Hilton R.S.V.P. Aaron Smiles, MD Commercial Leasing c/o Jo-Anne Mellilo A favor of your reply is requested on or before12/4. (203) 312-1585 Getting together a table of ten together at one of the industry’s most important events.
  10. 10. Advertising the tenant roster. Context: an industry-specific magazine. 10
  11. 11. 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. 11
  12. 12. 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. 12 E-invitations had a 79% average open rate Signs in the conference room assigned various humorous “Best in Shirts” contest
  13. 13. 13 Photo: L&L Transmedia
  14. 14. 14 Showing “before and after” is a great way to get attention. These photographs appeared in NYREJ’s November 2014 print and digital issue.
  15. 15. Another charity announcement for the Danbury Museum & Historical Society (The Matrix Group website earned a .org link when this was uploaded online.) 15 1707 1982
  16. 16. Social Media Content gaining social engagement with tenants 16
  17. 17. 17 More compelling social media content sharing the story of community engagement (see captions) 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.
  18. 18. 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: 18