SITUSAMC
Redesigning a digital ecosystem to capture new audiences and build a resilient brand
AUDIENCE RESEARCH | PRODUCT STRATEGY | BRAND DEVELOPMENT | MARKETING
SitusAMC faced an exponential opportunity for growth.
In 2019, SitusAMC completed a industry-defining merger: bringing together a residential real estate and commercial real estate financial providers under one roof – a comprehensive solution the industry had never seen.
I partnered with SitusAMC to redefine their digital ecosystem and to create a brand experience that matched their new exclusive brand prominence.
Project Impact
159%+
Increase in new business form conversions
17M+
Campaign impressions across channels
35%+
Increase in new website traffic YoY
Project Highlights
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CONDUCTED 25 INTERVIEWS, 5 SURVEYS, 10 WORKSHOPS
Conducted comprehensive research with SitusAMC audiences and internal stakeholders to understand opportunities and buyer groups.
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DEVELOPED DIGITAL PRODUCT SYSTEM
Created a product architecture to help organize and clarify the 100+ products and services within the SitusAMC ecosystem.
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DEVELOPED BRAND IDENTITY
Created a brand identity system for SitusAMC that reflects the needs and desires of a tech-focused audience.
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CRAFTED AND LAUNCHED GTM STRATEGY
Created a 6-month, national GTM strategy to launch the updated brand identity and digital ecosystem, including creative platform and media strategy.
Identifying core audiences and their realities
Starting with comprehensive audience discovery, our team developed key stakeholder groups, including prioritizing groups based on strategic initiatives and buying potential.
We then created storytelling artifacts, such as personas and journey maps to identify opportunities to engage with audiences throughout their buying cycle.
Mapping the digital product ecosystem
We developed a comprehensive product architecture to outline how all 100+ products work together to meet the needs of SitusAMC’s core audiences. We then developed product roadmaps to identify opportunities to cross-sell these products throughout the audiences’ journeys.
Developing an engaging brand strategy & visual identity
Our team redesigned the SitusAMC brand, starting with a clear articulation of the strategy: who they are trying to reach, and what resonates.
This brand identity was turned into an engaging visual experience across the Master and priority sub-product brands.
Redesigning the digital experience
We re-created the core SitusAMC digital footprint, leveraging our understanding of the audiences’ buying journeys, product ecosystem, and new visual identity. We created a new website, product landing pages, brand artifacts and social media channels.
Launch the new brand to national audiences
We launched the new brand with a national campaign to SitusAMC’s target audiences – leveraging a comprehensive paid media, earned media, and owned media approach.
The campaigned earned over 17M impressions and resulted in 159% increase in leads generated.
