Case Study

Copaken Brooks

Established in 1922 and based in Kansas City, Copaken Brooks (CB) is a full-service commercial real estate firm focused on leasing, management, acquisition and development across the Midwest. As a 100-year old firm, CB enjoys a solid reputation of stability, experience and integrity. However, over that time frame CB services have broadened, and the company wanted to increase service awareness in the markets it served.

Historically, CB did not devote much attention to external marketing. The president’s growth plan required more marketing talent and capacity than CB had in-house, so he wanted a hybrid delivery model that combined the existing internal marketing team with Crux providing additional outsourced marketing execution expertise.

crux-kc-marketing-copaken-brooks-case-study-2

Their expertise has helped us execute our integrated marketing strategy, which has allowed us to elevate our brand across all service lines. They’ve been a highly attentive and helpful business partner for us.

Brian Wietharn, President and COO, Copaken Brooks

Our Solution

Crux saw an opportunity for CB to make an impact through external marketing, telling the stories that should be told—growing its brand promise beyond just commercial property development (what it was historically known for) into a highly competent, full-service commercial real estate company.

crux-kc-marketing-copaken-brooks-case-study-4

After a full evaluation of the company and discussions with the marketing manager and president, Crux helped define CB’s brand message, which focused on best-in-class expertise, full-service capabilities, and a client-centric focus. The Crux team created a smart, integrated B2B marketing strategy, repositioning CB through website copy, collateral materials, case studies, client testimonials, blogs and social media. After tightening CB’s messaging and highlighting the company legacy, Crux was able to differentiate CB from the competition.

Deliverables Include:

Marketing Strategy
Content Strategy
Website Updates
Blog & Social
Email Marketing
Social Media Engagement
Marketing & Sales Collateral
Tradeshow Graphics
PR Pitches & Opportunities
Analytics

crux-kc-marketing-copaken-brooks-case-study-3

Marketing Collateral

crux-kc-marketing-copaken-brooks-case-study-5

Results

Together, Crux and CB’s marketing team have elevated service awareness, increased SEO rankings, increased website traffic and social media presence, and effectively repositioned CB as a regional full-service commercial real estate firm. The CB marketing team remains focused on critical deal- and project-specific marketing execution, while Crux provides the steady drumbeat of supporting tactics around SEO, social media, email and publications.

Brian Wietharn, President & COO of Copaken Brooks, has seen the benefits of hiring Crux:

“Since engaging Crux to extend our marketing capabilities, we’ve seen a positive lift in our marketing activity and awareness in our target markets.” he said. “Their expertise has helped us execute our integrated marketing strategy, which has allowed us to elevate our brand across all service lines. They’ve been a highly attentive and helpful business partner for us.”