BUILDING AND MARKETING A NEW PROPOSITION FOR BCLP
October 2019 - Present
MANAGING A GLOBAL PROPERTY PORTFOLIO COMES WITH A UNIQUE SET OF LEGAL CHALLENGES.
-
Are you wasting time upskilling, managing and paying local law firms?
-
Is it frustrating that they all have a limited understanding of your business, and can’t provide relevant advice?
-
Do you have to sift through reams of inconsistent advice to get a complete picture of your transactions and risks?
BCLP’s innovative Corporate Real Estate Solution (CRES) connects the dots across your portfolio – with everything managed by coordinating counsel who have a deep understanding of your business.
Key Product Benefits
Working with the Innovations and Tech teams I simplified the key benefits into four infographics which were used in pitches even prior to the campaign launch. These infographics were also used in social media.
Simplified Onboarding Process Diagram
Working with the Innovations and Tech teams I put forward a business case for additional resource to be spent on improving and building the tech product to validate our proposition. A team of software developers and process mappers worked on this for a period of 12 weeks to refine the product offering and user interface.
Describe your image
Describe your image
Describe your image
Describe your image
Social Media Strategy - Phase 1
The film was spliced into 5 social media shorts which represented each of the real estate asset classes:
-
Corporate
-
Data Mining
-
Logistics
-
Manufacturing
-
Retail
Each of the above asset classes had a highly targeted prospect list. Prospects were targeted with the relevant social media shorts via key funnel stage and through an automated campaign workflow starting with Linked and Twitter.
Social Media Strategy - Phase 2
The second phase focused on client endorsement, featuring talking heads videos on location at IWG's global HQ in.
The edits were socialised via LinkedIn and Twitter with a pipeline to roll out further client endorsements as they onboard.
In the pipeline are "The World's Largest Marketplace" and a couple of other global corporates became clients as a result of this campaign.
3D Interactive Conductive Ink Direct Marketing
Key qualified leads in the final stage of the sales funnel received this wonderful pop up direct marketing piece along with a conductive ink pen. Recipients were invited to join the dots where to activate the global map circuit which lit up the pop up piece.
I have no doubt this campaign will win awards in 2020/21.
Results
The campaign achieved ROI before even launching with two significant global corporate wins which the real estate team pitched using some of the key campaign infographics. The campaign has been a huge success.
I have no doubt this campaign will win awards in 2020/21.