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Building a Brand During a Pandemic

Connect interviewed principals and stakeholders to devise a 360-degree marketing plan. Then COVID-19 changed the way we market and do business.

CLIENT
Gantry

SERVICES
Strategy / Creative

DELIVERABLES
• Marketing Plan
• Messaging
• Public Relations
• Email Design & Send

Results

Connect’s targeted email send achieved a 45% open rate, generating nearly 40,000 unique leads for Thorofare Capital.

A 360-Degree Marketing Plan

Newmark Realty Capital sold their trademark of the Newmark name to Newmark Knight Frank in December of 2019 and had to roll out a new brand name and identity. Working with the marketing committee, Connect interviewed principals and stakeholders to devise a 360-degree marketing plan encompassing public relations, earned and paid media, marketing and advertising, events, collateral, website, and brand awareness.

As quickly as the final plan was approved, the COVID-19 global pandemic changed the way we market and do business. Connect worked with the Gantry team to develop a new messaging strategy including showcasing the volume of deals completed in a difficult time, generating earned media for smaller-scale deal, showcasing thought leadership with a piece on understanding forbearance published in NREI, and an exclusive client webinar with Voya Financial on the state of lending.