When a major direct lender decided to expand its source of capital beyond one avenue, they also changed its name to demonstrate their new capabilities. They turned to THO to amplify the new entity in the marketplace.
The new company launch was to be completed in less than 30 days. THO sprang into action. The new name, Calmwater Capital, was selected to better reflect the firm’s increasingly diverse sources of capital and provide the flexibility to service a broader range of borrowers nationwide. Key to our program was making sure the name recognition from the principals carried over; thus, while the team wasn’t new, the name reflected their new direction.
We launched marketing efforts which included highlighting the re-brand of the firm in the form of e-blasts, brochures, postcards and letterhead/business cards. Simultaneously, we launched a media relations program to begin positioning the new company as an industry leader, backed by solid, well-respected industry experts.
We targeted a number of high-level industry trades to set the stage for the new company. Features appeared in Property Funds World, Globest.com, Real Estate Capital News and a number of other industry outlets specifically targeting their niche market. In addition, all of the marketing materials were designed, completed and delivered on time. Thus, we were able to complete the re-brand and build an initial marketing profile aimed at boosting national exposure.
When faced with this type of tight timeline, keeping it simple is the best and most effective way to make sure all the various channels are working together. Also, truly working together as a team allows a company to accomplish just about any task in a narrow time-frame, when all the gears are in sync.