Pula Capital Partners is a black-owned innovative private equity partner that invests in companies seeking a B-BBEE shareholder. They are a subsidiary of LRMG, which is one of South Africa’s most admired private companies with close on 200 employees. Pula’s value proposition sits squarely with leveraging the value that LRMG has to offer investees.
To build a responsive website that showcases Pula Capital’s brand and value proposition to generate quality leads. The website imagery also had to be aligned with the messaging used.
We first implemented the branding strategy across the website (i.e. the logo design, the colour scheme, and the corporate culture). The messaging on the opening slider are questions that most of Pula’s target audience ask themselves when choosing a B-BBEE partner, and the closing slider gives a hint of how Pula addresses them.
The opening content just below the slide show explains key points of their value proposition and how unique they are within the B-BBEE acquisitions space. Then as you scroll down, just below the key content the website shows a callback request form to convert those interested leads.
Within 2 years since we implemented the Pula website strategy, the business has achieved the following:
- More Acquisitions
Currently, the business has 4 investees in its portfolio and over 50 qualified leads with about 10 deals close to closing. Numerous leads came from the callback request form and the newsletter signup area in the footer. - Greater Brand Awareness
The company often gets people that belong to their target audience contacting them for service inquiries and wanting to know more information about the business and how they do acquisitions. Often times in meetings, some leads have pointed out that they understand the value proposition as they read the website. - Full Attendance On Events
Pula hosted a breakfast seminar shortly after the branding strategy was implemented and the event had full attendance. We sent out branded email invitations to various company CEOs to attend with a link that leads to a landing page on the Pula website.