Client details have been redacted from this document for privacy.

************** of ************** contacted Platoon to help improve the company’s marketing initiatives, with the goal of growing into a $50M company in the next 5-10 years.

Building more high-end custom homes for high net worth individuals is the path to achieving this. To achieve this, *************** must become known as the go-to for said high-end luxury custom homes. Our goal is to create such strong desire for *************** Homes that they become legacy properties—much like Frank Lloyd Wright homes are today. A *************** Home embodies what our target clients value in themselves: sophistication, individuality, and refined taste.

Here are the steps I’d recommend to re-position *************** as the leader in this space:

1. Change name to “*************** Custom Homes”
   • Update logo
   • Update URL
   • Update emails
   • Update usernames
2. Change all brand messaging to focus on “custom homes”
   • Update website headline
   • Update social accounts
   • Make sure all brand touch points are in-line with this refined messaging
3. Refine website + brand assets
   • Further elevate the brand aesthetic of *************** to feel more bespoke and unique — similar to that of the *************** Home
   • Champion custom builds in your portfolio as opposed to additions and remodels, eventually only showing ground-up custom builds
   • Create more opportunities on the website for people to opt in to ***************’s email list — we want to invite them into our ecosystem
4. Drive traffic via paid ads
   • Run reach ads on Meta to build up social following
   • Re-target followers with a new ad that’s a lead magnet, created specifically for ideal people
   • Add people that opt-in to the lead magnet to our email list so they receive regular content from us
5. Establish a content engine
   • Release a single long-form video weekly, cut good parts into short form
   • Audience: “I want to live in sophistication, individuality, and refined taste”
   • Content: Share your taste, show your expertise, offer your guidance
   • Share more from the internal culture — give your team a voice
   • Distribute content across all platforms
   • Regularly distribute content to mailing list, weekly