Challenge
A new commercial real estate holding company was formed by a merger of four Colliers International affiliates. In six months, a new brand positioning, brand architecture and corporate identity was needed with launch scheduled four months later.
Actions
Positioning and corporate identity workstreams parallel pathed to meet aggressive deadline.
Research
Research used to support client and competitor discovery and positioning platform development.
Strategy
Unifying business strategy, corporate vision and SWOT analysis developed.
Branding
Visual identity, brand guidelines, templates and brand training implemented.
Marketing
Developed an integrated marketing campaign featuring national and local advertising, digital campaign, and sales enablement marketing materials.
Content
Brand architecture and marketing content created for 30+ service lines and practice groups.
Results
Brand launch and marketing campaign “exceeded expectations” according to CEO Mark Burkhart.
Company achieved a #9 ranking in 2010 Lipsey annual industry top 25 brand study one month after launch. Ranking moved up to #8 in 2011.
Revenue increased 15% for $500 million company during recessionary timeframe.
Revenue grew to $750 million with the addition of new office partners and organic growth of national corporate services and property management platforms.
Cassidy Turley attracted 1000’s of new brokers across its 60-office network.
Cassidy Turley branding and marketing launch recognized with several national industry awards.
