Laying a Foundation for CBP Capital’s Real Estate Investor Marketing Program
Backed by parent company Colonnade BridgePort, CBP Capital develops investment opportunities grounded in data-driven fundamentals with a mission to deliver predictable performance and long-term value for investors.
Our Engagement
- Communications Strategy
- Stakeholder Relations
- Brand + Creative
- SEM + Paid Social
- Social Media Marketing
- Website Development
The Challenge
Following the success of recent fundraising efforts, CBP Capital was preparing to expand its investor marketing activity and introduce a broader audience to its investment opportunities, market expertise and overall approach to real estate investment. The company had previously relied largely on established relationships and an existing network of local investor and broker contacts, and now it was looking to establish broader awareness among key real estate investment audiences across Canada.
With no historical paid-media data, validated digital audiences or performance benchmarks, this created an opportunity to build a scalable marketing platform from the ground up. It also meant that we needed to develop an approach that was agile and able to capitalize on real-time insights.
Our challenge was both immediate and long-term: create market visibility for CBP Capital while establishing the audiences, insights and marketing infrastructure needed to support future investor communications.
The Objective
Anamorphiq worked with CBP Capital’s marketing and senior leadership team to develop a scalable digital investor-marketing program designed to:
1 Communicate CBP Capital’s investment approach and value proposition
2 Expand recognition among investment audiences across Canada
3 Identify, validate and grow prospective investor audiences
4 Build the capabilities and insights needed for ongoing investor communications
The Approach
Expanding awareness of CBP Capital among investors across Canada was essential to accomplishing short- and long-term business goals. Investors are faced with an abundance of choice, so differentiating CBP Capital and its opportunities meant anchoring communications in results-oriented language that clearly conveyed the strength of its investment approach and history of delivering tangible results.
Our approach: showcase the strength of CBP Capital’s position by promoting the deep expertise of their seasoned leadership team, sharing examples of past successes, and leveraging industry studies and insights to reinforce a compelling case for CBP Capital’s proven investment model.
Making sure that we were targeting the right audiences was a critical first step. Building from a relatively small list of existing broker and investor contacts and personae characteristics, we began with an audience discovery campaign that resulted in approximately 5,800 LinkedIn members who matched CBP Capital’s ideal investor profile.
Our approach was intentionally iterative. By testing different propositions ranging from specific investment opportunities to broader positioning around CBP Capital’s investment platform and, ultimately, market-focused thought leadership, we were able to clearly understand what investors value, and what inspires them to act. Multiple landing pages and conversion approaches developed alongside the advertising allowed us to learn how prospective investors responded to different messages and gauge their level of commitment.
To showcase the expertise and depth of CBP Capital’s team, and to support organic and paid media efforts, we developed the following strategic assets:
Where Fundamentals Drive Performance, a market commentary asset designed to demonstrate CBP Capital’s market perspective and expertise. Testing this content through LinkedIn reinforced the value of giving investors useful insight as an early step in the relationship.
Videos that gave voice and visibility to CBP Capital’s leadership team and that provided the opportunity to showcase the strength and proven investment approach offered by CBP Capital.
The program also created a foundation that included an organic LinkedIn strategy and content, and a drip email campaign for future lead nurture campaigns.
The Results
LinkedIn efforts generated more than 151,000 impressions and 5,700 clicks, creating substantial exposure for CBP Capital within its target market. Campaigns generated an average click-through rate of 4%, with one campaign achieving a 7.05% click-through rate – more than 900% better than the average LinkedIn campaign – taking this campaign from a healthy average to an exceptionally high-performing, viral-level outlier. These results demonstrated that campaign messaging and creative could capture the attention of the intended audience.
Additionally, CBP Capital gained new marketing capabilities and intelligence.
The program transformed a relatively small contact base into scalable digital audiences, established benchmarks for reach, engagement, creative performance and conversion behaviour, and identified the types of content and experiences most likely to encourage investor engagement.
It also created a substantial portfolio of reusable marketing assets, including developed audiences, key messaging, proven advertising creative, landing-page structures, thought-leadership content, leadership videos, organic social content, email nurture infrastructure and detailed campaign-performance data.
The audience intelligence, performance benchmarks and marketing infrastructure give CBP Capital the additional support required to continue building visibility and relationships with prospective investors through a repeatable and measurable program.
I’ve worked with Anamorphiq for nearly five years and found them to consistently deliver proactive, solutions-oriented service and this engagement was no different. Anamorphiq translated our high-touch, relational approach to engaging prospective investors into a strong and scalable foundation for our investor marketing efforts. Their team delivered a comprehensive program that resulted in significant exposure and engagement, and that provided us with detailed audience data, communications assets and performance benchmarks that we can use to inform future campaign development.
Rachal Fleury
Manager of Marketing & Communications
Colonnade BridgePort