Buchanan Street Partners
Real Estate Investment Bank
Newport Beach, California
The challenge facing Buchanan Street Partners, a real estate investment bank, was two-fold: The first was to position the company as a highly experienced, ethical and smart real estate investment banking firm with multiple (albeit confusing) business lines. The second challenge was to create a unified and unique graphic solution to the company’s collateral pieces and advertising.
Macy + Associates first conducted a three-pronged research project that examined the media’s awareness and impression of Buchanan Street Partners, their customers’ view of the firm, and finally the company’s view of itself. From this research, Macy + Associates created a program that established the following goals:
• Maximize Deal Visibility and Clarity
• Position Key Division Leaders as Experts in the Industry
• De-emphasize Individual Business Units
• Conduct deskside briefings with media representatives in target publications
• Create story lines that leverage trends and analysis for commentary
• Elevate the company’s role in public speaking forums
• Increase the news release distribution process
• Elevate byline submissions
Graphically, Macy + Associates created an aggressive and captivating creative campaign that avoided traditional and “stodgy” images, and played up the creative and innovative nature of the capital markets and real estate financing. This campaign strategy was subsequently incorporated into a new company brochure and direct mail campaign.
Graphically, the new creative campaign created increased awareness of Buchanan Street Partners, and generated a “buzz” in the industry. The unified and consistent brand also established a strong corporate graphic theme, which elevated Buchanan Street Partners’ top-of-mind awareness within the industry.
In the course of time Macy + Associates worked with the firm, Buchanan Street Partners posted a 70% increase in revenues, including 76% expansion of their advisory services and 68% in overall principal investment activity.