Backed by a new brand identity, emerging content marketing program, and nimble in-house team, SitusAMC was ready to elevate their position as the preferred partner in real estate finance. The target audience was familiar with the name, but largely unaware of SitusAMC's key benefit - the comprehensive support across the entire lifecycle of both commercial and residential real estate finance activity. Whiteboard partnered with SitusAMC, the world's leading provider of real estate finance solutions, to develop and launch a national brand awareness campaign that would reintroduce the organization's identity and help the audience reimagine SitusAMC's value. We segmented their audience based on primary business needs to create distinct messaging with hyper-specific targeting, crafted detailed personas and journey maps, and developed a creative platform rooted in brand identity that connected with audience voice through multiple rounds of pre-market testing to optimize creative performance.