Go-To-Market Campaign Strategy
Plexcon Construction – 2025
1. Brand Trust: Multiplex conversions emerged as a new type of service especially for residential properties in downtown Toronto due to the new regulations. A lot of new competitors coming from different aspects of construction looking to capture this new industry, and all lacked established brand trust within this space as there were no long term leaders in this field.
Unique target audience: Instead of building for property owners who lived in the homes that were being constructed, after analyzing the market I found that the target audience we needed to market to were not only single family home owners in downtown Toronto, but also real estate investors who have existing projects and needed a construction partner who understands building units for rentals.
To attract customers who urgently want to take advantage of the new government grants and regulation changes for multiplex conversions, we used red as a brand theme to emphasize urgency and fast paced nature of our services. The font selections of GEOMETROS and our icons were carefully selected to show our represent the construction company’s accurate and structured theme.
In the real estate and construction online marketplace, it is filled with tons of content that is dull, corporate and focuses too much on making content as what the company owners think is “quality.”
If you check online you’ll see multiple videos of flashy videos with cool transitions of properties that brings no value to the audience but just cool music and aesthetics. But to viewers this all comes off as too much as an advertisement, rather than building a person connection to the brand.
Marketeller strategized a content strategy that prioritizes brand trust. Educating interested investors who want to enter the new exciting world of multiplex conversions by finding a perfect balance between video quality and building valuable construction insights within each video. Each video makes you feel like you’re being brought closer to the Plexcon team and gives the audience a sample of the company’s expertise in the field.
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