GE Capital Real Estate

Change the perception of GE Capital Real Estate from “an 800-pound gorilla” that is difficult to work with to a financial services partner that is fast, reliable and responsive among industry influencers.

Strategy

  • Leverage proprietary market intelligence and associated perspective of firm thought leaders to command a dominant position in industry dialogue.
  • Highlight voice of the customer in all content channels.
  • Create a robust content syndication engine to continuously highlight the active and flexible deal activity.

Results

  • Changed perception of the company and its approach to lending among top industry influencers.
  • Effectively positioned the company as one of the most respected lenders in commercial real estate.
  • Secured high-level news stories and features in the most respective business and industry media, including Wall Street Journal, BusinessWeek, Financial Times, Fortune, Bloomberg and Reuters.
  • Garnered four cover profile features in top industry outlets.
  • Secured high-profile speaking engagements at most influential and important industry conferences.
  • Increased share of voice by more than 400% in targeted traditional and social outlets.

ComBlu’s Role

  • Identified and trained internal company advocates to serve as industry thought leaders.
  • Positioned GE experts as “go-to” resources among elite and influential reporters and bloggers.
  • Created and socialized compelling perspective on commercial real estate trends and perspectives.
  • Developed and syndicated timely content, including opinion pieces, customer case studies and “inside the deal” stories.