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Introduction
Ironfish is an Australia-wide property investment company with headquarters in all major states. The company is currently seeing massive growth in this sector and is one of Australia’s biggest and fastest growing success stories in the property industry over the past 5 years. Under its previous name, it helped more than 1000 clients acquire quality properties through their investment systems.
The Challenge
The challenge was to conduct a rebranding exercise in order to create a new brand and value proposition. Leading on from the creation of a new name the company also required a new logo and its application across all marketing materials from stationery and print to varied promotional products. A new online presence such as an emarketing system was also vital for the growth of the brand. It was also understood that the company would need a custom developed CRM (Client Relationship Management) application to support and develop the huge growth of clients and transcontinental staff within the company.
The Process
A rebranding exercise was conducted to create the name Ironfish. This was not only an indepth study on the market values of the property investment industry but an investigation into the cultural values of both east and west cultures. As the company has strong roots in both investor markets a name was required to be evocative for both east and west clients. “Iron” indicates the strong foundations and values of the company and the long term success for clientele. “Fish” represents good luck and abundance in Eastern culture. The marriage of “Iron” and “Fish” together represent the balance and harmony of their wealth building process.
The implementation of a content management tool to create and manage an online property portfolio whilst including an up to date schedule of their Australia-wide property events. A custom solution CRM system was devised and developed for Ironfish to manage an unlimited amount of clients, staff and properties.
The Result
Ironfish has become a recognised and respected company within the marketplace in just a few months, seeing exponential growth across Australia. The content management tool that was implemented has proven itself as an effective tool for managing property and varied events simply and quickly. Ironfish communicate and promote themselves efficiently by using an email marketing tool to increase their database of potential investors.
Testimonial
“We are extremely proud of our name, logo and design, which are both very catchy and professional; the new positioning has definitely gained us higher credibility.”
Joseph Law
Business Development Executive
Ironfish
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