A website provides an eye-catching and credible introduction for a Swiss real estate investor.

Challenge

PROMOTAG LLC, part of the Gabriel Tamman Group, a private equity investment group based in Geneva, Switzerland, wanted to enter the U.S. commercial real estate market. In developing its overseas business, PROMOTAG was interested in pursuing Class A property investment opportunities in the Manhattan market, with particular emphasis on top of the range commercial properties in the city’s primary business districts. PROMOTAG was entering a tight and highly-competitive arena in which many established and well-connected investors were already vying for market share. As an unknown player in the U.S. market and a new addition to New York commercial real estate, it was vital for PROMOTAG to establish a distinctive identity and present itself as a serious investor.

My Approach/Role
As a result of a colleague referral, I was asked to present my credentials to provide consulting services for PROMOTAG’s fledgling New York office, including identifying a networking strategy and pinpointing target opportunities. After our initial meeting, I was immediately retained to formulate a comprehensive marketing strategy for the firm that addressed each of two target audiences: U.S. commercial investors and the Manhattan real estate community. As Account Director, I was responsible for directing the overall marketing campaign, composing all content and corporate messaging, and providing creative consulting services related to the development and delivery of PROMOTAG’s new website. On behalf of PROMOTAG, I acted as the primary liaison among all parties - the client, the creative designer and web technical team.

Solution
My primary objective in crafting a marketing strategy for PROMOTAG was to position the firm as a credible investor with significant financial stability and a track record of success in its native country.  The firm’s current website lacked a cohesive message and clear purpose. Therefore, in order to present a professional image, a new website would become the first step in a long-term plan. The web project was divided into four phases:

Phase One: Discovery and Wireframe Development – At the outset of the project, I gathered user requirements, conducting a review of all current corporate literature, interviewed PROMOTAG executives, and benchmarked against competitor websites.  From this, a full website outline/wireframe was developed to map the individual website pages, determine content needs and define the user experience.

Phase Two: Creative Design Development - Upon outline approval, I worked with a web developer to draft a design for the website, proposing two variations including a home page and sample interior page. I secured all imagery for the site including stock photography. In conjunction with the web redesign, the company’s outdated logo was also replaced with a stronger, more modern look.

Phase Three: Content Development – I composed PROMOTAG’s corporate philosophy, overall investment strategy and other relevant sections.  I also drafted a Geneva market overview, providing details to those unfamiliar with the real estate environment.  The cornerstone of the website rested on a collection of 11 detailed case studies describing the firm’s top holdings and its past investment activity in order to solidify PROMOTAG’s reputation as a high-end real estate investor. This Phase ran concurrently with Phase Three.

Phase Four: Programming and Implementation - Under my direction, the website was constructed and the content was married to an eye-catching design which incorporated a Javascript photomontage, a dynamic photographic rollover feature that showcased various properties.

Outcome
The site was launched within 10 weeks to rave reviews. As a result of the declining U.S. economy and slumping Manhattan real estate market, PROMOTAG decided to shift its focus to European opportunities. However, the firm retained its website as its permanent global communications platform. 

Design Partner: CS Designworks