Messaging, website, and marketing strategy for PropTech innovator Bluechip

Bluechip Insights, a cutting-edge SaaS company, faced several challenges:

• Educating the market about their new approach to site selection
• Effectively communicating the value of demographic data insights
• Reaching and engaging commercial real estate professionals
• Establishing thought leadership in demographic-driven site selection

A ‘messaging first’ brand created

Using our 5-step brand framework we developed a clear, compelling brand identity for Bluechip Insights. This process helped us define the brand’s voice, positioning, and messaging, establishing Bluechip as “The only site selection tool that pairs people and place.”

This positioning emphasised Bluechip’s ability to combine demographic insights with location data, differentiating it from competitors focused solely on traditional real estate metrics.

Key messaging pillars included:

• Instant: processing 100,000 rows of data in seconds
• Individual: insights down to the household level
• Intuitive: user-friendly interface for easy decision-making

Building a lead-generating web presence

We designed and developed a new website that:

• Clearly communicated Bluechip’s value proposition
• Served as an efficient lead generation tool
• Was built using our easy to use WordPress page builder
• Integrated HubSpot forms and tracking
• Showcased Bluechip’s innovative platform and capabilities

Establishing thought leadership and targeting decision-makers

Our comprehensive marketing strategy included:

• Content creation: whitepapers, case studies, blog posts, and social media content
• LinkedIn campaigns: targeted ads for lead generation and website traffic
• Thought leadership: positioning Bluechip as experts in demographic-driven site selection

Turning strategy into tangible success

Our approach delivered impressive results:

• LinkedIn campaigns: 160,505 impressions with a 0.65% engagement rate
• Lead generation: 20 high-quality leads, with the case study achieving a 16.67% lead form completion rate
• Cost-efficiency: average CPC ranging from $6.89 to $14.12
• Organic engagement: LinkedIn content peaked at 13.82% engagement rate