Startup Marketing Case Study
Daisy, a tech-driven condo and co-op management company, launched in July 2021 with the mission to revolutionize building management. Shortly after their launch, Daisy sought guidance to enhance their customer outreach and acquisition efforts, specifically targeting HOA board members—a challenging yet crucial demographic for their growth.
Daisy Property Management needed to engage a hard-to-reach audience: volunteer board presidents and decision-makers who were time-constrained, digitally savvy, and often overwhelmed by operational responsibilities. Traditional property management marketing failed to resonate with this group, making it difficult to cut through the noise and clearly communicate value.
To be effective, the strategy needed to reflect how these decision-makers actually think, evaluate tools, and make purchasing decisions—often under pressure and with limited time.
We began with research and persona development to ground the strategy in real-world behavior rather than assumptions. This led to the creation of a core buyer persona, an overextended, tech-forward board president. We used this persona to guide messaging, channel selection, and content priorities.
From there, we developed a marketing strategy focused on clarity, simplicity, and accessibility. Daisy’s platform was positioned as intuitive and modern, drawing parallels to everyday tools people already trust and use. To support this positioning, we outlined a multi-channel content approach designed to reach decision-makers at different stages of awareness.
Defined detailed personas based on audience needs, behaviors, and decision-making dynamics to inform messaging and channel strategy.
Identified potential industry influencers for collaboration across social, podcast, and blog content to build credibility and reach established audiences.
Emphasized Daisy’s tech-enabled, user-friendly experience using familiar comparisons to reduce perceived complexity.
Proposed gated long-form content (e.g., eBooks) designed to educate board members while capturing inbound interest through targeted Google and LinkedIn campaigns.
The strategy provided Daisy with a clear roadmap for engaging HOA board members more effectively and supporting long-term customer acquisition. By aligning messaging around convenience and ease of use, Daisy was positioned as a tech-enabled solution that fit naturally into the daily realities of overextended board leaders.
The multi-channel approach ensured consistent visibility across key touchpoints, giving Daisy a foundation for sustained growth and stronger brand recognition within a competitive property management landscape.
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