“Shaina took the time to walk us through an amazing process that helped her really understand our brand, our culture, and our business. It's clear she was passionate about telling the world who we really are. The result is exactly what we were seeking to achieve and truly embodies our core values, our unique business, and the message we want others to see. ”

Industry

Financial Services

Services

Brand messaging
Content strategy
Copywriting
Ongoing marketing strategy and support

Collaborators

Five Sigma Studio, Design and Development

Goals

• Rebrand the company to ensure 52TEN’s visuals and messaging educates, disarms, and connects with potential investors

• Create a website to educate about a misunderstood alternative investment and generate qualified leads

The Challenge: Attract LEADS THROUGH clear communication and education

If someone tried to get you to invest in a mobile home park, what would you say? If you’re like most people, you might be skeptical, hesitant, and unsure about what that means or why you would want to do it. That’s the exact challenge 52TEN faces.

As an alternative investment firm that specializes in recession-resistant real estate, such as mobile home parks, 52TEN was used to getting this type of reaction from potential investors. They approached our team and Niki Blaker from Five Sigma to help. Together, we created a new brand, website, and marketing content that educates people about 52TEN’s investment, disarms them, and generates qualified investor leads.

The process: An alternative approach to selling alternative investments

52TEN didn’t want to look or sound like every other investment firm. They have a unique story to tell, but they needed help figuring out how to tell it in an understandable, engaging way.

We started with an interactive workshop to learn the ins and outs of their business, get to know their audiences, and uncover the key elements of their brand. From there, Niki and I worked in tandem to craft a Brand Guide that captured the core of the 52TEN brand (purpose, vision, values, and voice), along with a style guide for their visual design and messaging.

Creating a site with clarity and character

With a clear, shared understanding of the brand, we began planning 52TEN’s website. The company had three main goals:

• Introduce what 52TEN is, how it works, and why it’s a unique investment opportunity

• Increase knowledge about how this alternative investment complements an investor’s portfolio

• Generate qualified leads (primarily investors, secondarily property owners)

To meet these goals, we began by creating a sitemap to organize the pages of the site, as well as a core model for each page to plan the site’s content and ensure it would meet both business and user needs.

Once we were aligned around the plans for the website, Niki and I worked side-by-side throughout copywriting, design, and development.

The RESULTS: From confusion and skepticism, to clarity and enthusiasm

Since beginning our branding, marketing, and lead generation work, 52TEN has grown exponentially. Their website serves as one of their largest lead generators. Demand for 52TEN investments has grown so much that the firm was able to close their first fund and launch a new one.

52TEN also regularly receives rave reviews about their branding and website, like this:

“Oh wow!!!! Jack- I am thoroughly impressed by your website. It’s top notch and very professional. I really, really think this is a winner! You hit this one out of the (mobile home) park!”

“Wow. This is super impressive! All of it is so well explained.”

“Great site! Very professional.”

The founders are thrilled that the site projects a professional image, tells their story in layman’s terms, and reflects their unique personality.

Niki and I were honored to help 52TEN start this next chapter in their business and serve as their outsourced marketing team.