Why Intentional Messaging Matters for Growing Brands
Identifying a brand’s audience is foundational to crafting any message or design. When a brand has multiple audiences with differing needs and expectations, marketing collateral should be flexible enough to appeal to each unique group. Such was the case for Timberland Partners, a Minneapolis-based multifamily real estate investment, management and development firm who serves new and seasoned investors alike.
In the three decades since the company was founded, Timberland Partners has grown to 500 employees, +1,200 investment partners, and properties in 18 states. A long-term marketing partner of the firm, Russell Herder worked with Timberland to develop and launch a new website focused on exceptional user experience with informative, yet inviting copy that appeals to their multiple audiences.
Behind Timberlands’ three decades of success is a company guided by meaningful relationships, solid investment strategies and a commitment to establishing thriving communities. Since 2019, Timberland has worked with Russell Herder to raise awareness for the firm’s unique approach to multifamily real estate investment. From the very beginning, RH established a holistic approach, enlisting our account, brand planning, creative, digital, user experience, and public relations teams to develop multi-asset and multi-channel campaigns.
Most recently, the firm sought to accommodate rapid growth by overhauling its existing website. The new site incorporates engaging original video and images with an educational approach tailored to Timberland’s diverse audiences: real estate investment newcomers, investors seeking guidance on their next steps and seasoned investors keeping up with the firm’s latest projects. It also highlights the firm’s committed, multigenerational team members, who showcase their alignment with Timberland’s mission to do business with integrity.
As a trusted partner, RH team members continue to provide comprehensive support, creating collateral for leadership and investor conferences, original photography and video, webinars, print materials and digital ad campaigns.
Timberland’s new website exemplifies cutting-edge web design paired with strategic content tailored to a multi-faceted audience. With a dedicated UX and development team, RH has the capabilities to support an established investment firm in its new phase of growth by creating a seamless, functional digital experience that attracts new generations of investors while supporting its current client base.
