Agency
History
In 2002 Matt Hasher had an idea. A creative spark. A simple, honest desire to build a different kind of agency. In the often complex world of branding and advertising, Matt saw a need for a smart alternative. An agency that approached clients’ needs in new, fun, and dynamic ways. No stranger to the industry, Matt’s career in marketing and advertising began in 1992, where he played integral roles at some of Phoenix’s top agencies. Today, thanks in no small part to Matt’s vision, Blufish is now recognized as one of the most effective, accomplished, and regarded marketing and design firms in the nation, with award-winning client history in over 20 major markets coast to coast.
Vision & Culture
This is the magic of Blufish. A collective of youthful energy, drive, unparalleled industry experience…. And a proactive commitment to never stop growing, learning, and evolving. Here, we choose to have fun and to push the boundaries of branding and design each and every day. Passionate and professional, we remain guided by our unwavering drive to exceed the expectations of not only our clients but for ourselves, delivering creative results that are both unexpected and thought-provoking. Internally, our employees are encouraged to share their lives and unique journeys with each other, regularly participating in one-of-a-kind, Blufish-bettering activities, and out-of-office adventures. We find this encouragement and mutual camaraderie contagious at all levels, even overflowing into the relationships with our vendors and clients. Who, over the years, have become not only our partners but also our friends.
The Blufish Difference – We are experts in the Homebuilding Industry
Simply stated– we have worked with homebuilders across the country since our inception on all-things marketing and advertising. This knowledge base has enabled us to intimately understand each builders strengths, weakness and most importantly, their immediate brand, marketing and advertising needs. In this specific RFP response for Neal Signature Homes, Blufish has been a part of creating and executing the “original” Neal Difference messaging and materials over the past 10+ years. We know Neal and are 100% focused on reinvigorating these past, proven and successful roots. When asked what makes truly Blufish different, we point to the relationships we’ve built with clients like you, and the feeling you get when you work with us. A feeling that there is always a friend and partner charging towards the same goal. Small by design, thanks to our experience and industry knowledge, Blufish is proud of our earned reputation in efficiency, agility and design—always punching above our class.
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Team
Managing Your Account
Take a closer look at the backbone of Blufish. A calculated and experienced mix of Account Executives, Project Managers, tuned-in Creatives, and Digital experts, we’re dedicated to constantly pushing the creative and strategic envelope to deliver fresh solutions for our clients. Excelling in all things marketing—traditional and digital—we don’t just want to manage your account, we want to see that needle move.
Meet the Team
HubSpot Certified
+ 6 Amazingly Talented People!
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Capabilities
Creative Services
Brand Strategy
A well-developed brand enables customers to not only recognize a company, but identify with them—to feel a connection, a sense of loyalty. At Blufish, brand strategy is second to none. It’s the intuitive framework for all that we do. We want to ensure your company stands out, but also separates itself from the pack. Benefiting from extensive experience and years of valuable research, we help create brands that transcend, building an unbreakable sense of trust and advocacy with your audience.
Photography & Video
There’s no substitute for the power of a great image. Whether our clients need new original images or want to explore the world of video, we do much more than point-and-shoot. We ask questions, we do our research, we coordinate the best talent, we do the art direction, we go above and beyond to deliver bold visuals for our clients that will most effectively deliver their brand message.
Content Strategy & Copywriting
Your story is something no one else has and we know exactly how to make that story stand out. We can execute clear, effective and authentic messaging to deliver your story in unique ways. To us, copywriting is more than just a few more words or another new sentence, it’s an essential element of your entire marketing strategy.
Print & Production
We don’t just work to make things pretty, we want to make them flawless—and be print-ready the first time. We understand the nuances of the printing process, knowing when to push a printed design job even further creatively. With eye-catching design and superior materials, we help create unforgettable takeaways for our clients.
Web Design & Development
We design & develop custom websites. We develop each experience to be unique, intuitive, inspiring, and seamless.
Our amazing design team takes on every project with a clean canvas, free from the constraint of templates, with the goal of presenting you with at least three equally impressive polished design options. Whether you’re a startup seeking to define your brand style, or a Fortune 500 looking to refresh your image, we will work through and present a variety of approaches that will enable your team to zero in on the style that resonates most with your target audience.
We’ll study your business, and your customers, to develop something that will become your biggest asset – a website rooted in intelligent design, content strategy, compelling imagery, and crisp execution.
Digital Advertising
Local SEO
These days, mastering local SEO is imperative. Blufish offers a comprehensive Local SEO management service to help you turn the tide.
Potential customers turn to their phones to search for local business—and they expect to find fast, accurate information.
Blufish knows how to optimize your Local SEO presence across all online platforms to increase search ranking, elevate user experience, and give you an edge at a critical point in the sales funnel.
Search Engine Optimization (SEO)
We make it possible for businesses to compete online by placing their websites higher in search results of Google. Why is it important to rank higher in Google? Well, more than 90% of consumers search on Google before making a buying decision. We help our client’s websites rank higher, beat their competition, and drive more sales.
Content Marketing
Blufish offers a high-quality content service to help you make a splash. Strong, strategic content affects everything from SEO to social.
Rich content should be at the heart of your marketing strategy because it can:
- Strengthen your position in search rankings
- Make your market presence known
- Provide unique, useful information for your audience
- Bolster your brand’s reputation
Not to mention the boost it gives to email and social media marketing.
Paid Media
There’s no avoiding it: Our world is now digital. Today the term “curb appeal” can refer to a customer’s first impression of your company or product—online. We understand how critical it is that your online presence, and voice, leaves a lasting impression. We work tirelessly to ensure your digital efforts, whether it be your website design, email content, digital advertising, or display banners, are fully optimized.
As experts at crafting innovative solutions designed to hook your audience, we know the importance of working with you to understand your business needs so we can develop an appropriate strategy that will drive sales and brand awareness.
We dive deep into your industry, people, and client base – giving us leverage to create eye-catching designs with content that engages your target audience and delivers measurable results.
Channels: Google Ads, Facebook Ads, LinkedIn Ads, Microsoft Ads, Hulu Ads, Pandora Ads, Spotify Ads, etc.
Social Media
At Blufish, social media is not an option—it’s a way of thinking. Utilizing the industry’s best practices and latest trends, we will ensure that your digital presence not only elevates your bottom line, but impresses the competition. We also want to have a little fun in the process. From strategy to execution, to management and analytics, we understand social media.
Through continued face-to-face or phone meetings we will be able to dig even deeper into your unique objectives, content strategy and creative ideas, building upon the work we’ve already done, and preparing for what’s next.
Channels: Facebook, Instagram, YouTube and LinkedIn.
Media Planning & Buying
Our Account Services team has multiple media resources to handle the buying and planning needs, including digital media, print media, radio, billboards and CTV. We are experienced in preparing monthly and/or quarterly media plans, as well as keeping you on target and on budget. Proposals will always be provided before any campaign is started, and we will communicate with you pending a project going over budget or approaching deadline.
Our established relationships with media vendors such as: iHeart Media, CBS Media, Hulu, AdTaxi, MailChimpThe Trade Desk, Fire-TV, Cox Communications – among others – allows us to negotiate on our clients’ behalf to obtain the best rates for their media spend.
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Approach
How It Works
How Do Our Creative & Account Teams Work Together?
Communication is critical, and our Creative and Accounts teams work in tandem to get the job done right the first time. The Accounts team is responsible for asking the right questions and ensuring all of the information is accurate upfront, while our Creative team is responsible for executing a variety of requests and revisions in a time-sensitive environment.
Our Creative team members are encouraged to present out-of-the-box suggestions, articulating not only what they designed but why they designed it, often providing multiple client-ready options for Account Executives to present. At Blufish we take pride in being the experts you hired us to be.
All of the projects at Blufish are entered and cataloged in our project management software, ProWorkflow. This powerful, highly detailed software enables all of our teams to orchestrate, organize and prioritize office tasks big and small, establish project budgets, assign and collaborate with multiple team members, as well as track and manage each other’s time. As an added feature upon request, ProWorkflow can even enable clients to view specific projects from the outside.
How Do We Manage Communication With You?
At Blufish, we utilize a creative request form, or brief, that contains essential questions or needed information that can be shared with clients. Our briefs can consist of project-specific questions, budget inquiries, timeline confirmations, what the final output of the project might look like (i.e., print vs. digital), and most importantly, what’s the goal or objective.
We invite clients to provide those project details via email or phone. At that time we will request any required assets such as preferred copy or images, and from there we get the project into queue, using ProWorkflow.
After briefing our Creative team and assigning deadlines, we provide proofs for feedback to be discussed via follow-up email or phone.
Once you review the proof, we solicit relevant feedback and any revisions for the next round of creative and we’ll always ask the right questions for added clarification. Our Creative team will then execute your requested changes, and you’ll receive updated proofs. This collaborative process continues until your final approval is received, preferably in writing via email. While we’re in the design process, we also work with vendors to provide you quotes and variety of printing and construction options when available.
Blufish takes great pride in our efficient turnaround times. We have mastered the time-sensitive art of thinking on our feet to more effectively get projects across the finish line on or ahead of schedule.
How Do We Evaluate the Success of a Campaign?
Success is more than simply numbers, it’s about understanding what the client needs. Whether it’s an increase in sales, conversions, engagement on social media, website traffic referrals, email signups, survey results, or more—a successful campaign can be measured in a multitude of ways, depending on the approved strategy. As part of this process, Blufish will always work with your team to review key measurements, discuss relevant analytics, and help determine the best metrics to apply.
Advertising & Media Plans
For well over a decade, Blufish has been tasked with the research, development and execution of divisional marketing and advertising plans. We’ve attached an example document that is considered an essential reference for strategizing scheduled campaigns, events, as well as collectively cataloging all local media outlets and channels to ensure thorough coverage. A living document, this resource also remains fluid and is constantly updated.
Agency Partners
As a Facebook & Google managed agency, we provide:
- Early access to product releases
- In-depth analysis on vertical/industry
- Beta testing
- Conversion lift tests
- Direct connection to the Facebook & Google team
- Consolidated Billing: Invoicing
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Case Studies
Case Study — The Park Bankers Hill
Background
Zephyr Development was building a mid-rise product on Bankers Hill in San Diego. With the extensive build time and aggressive sales goals, they were in need of pre-sales strategy that flowed uninterrupted into the Grand Opening phase.
The Ask
How can we build a vision for this high-end, luxury mid-rise product and create enough pre-sales to satisfy the investor group through Phase 1. What should our offsite Discovery Center look like.
The Strategy
Blufish needed to create all of the product virtually using its 3D capabilities. Additionally, we needed to identify and articulate a “day in the life” at The Park and Bankers Hill. We thoughtfully crafted the overall brand, executed a fantastic website and user experience online, combined with a very aggressive online organic and paid strategy drawing buyers from all over the world.
Result
This property sold out in less than 3 years in 2020 and still commanded the highest cost per foot in San Diego County history at $1500/ft. The offsite Discovery Center was fully designed to make you feel like you were in an actual unit.
Case Study — Neal Organic/Paid Social Media
Background
The Neal family of companies is one of the longest standing, privately held homebuilders in the country. The Neal brand, although not known nationally, has a tremendous history and brand in the SWFL market. The companies requiring social media assistance was Neal Communities, Neal Signature Homes, Waterscapes and Pure Style.
The Ask
Blufish was asked to intimately learn the Neal brand, who Pat & Charlene Neal are and what their name stands for in SWFL market. We needed to understand the Neal Difference, the culture, the 30-Second Neal Test… the inner workings of what makes this homebuilder “tick”. We needed to expand the reach for Neal to all the feeder-markets moving to South Florida so they were familiar with the family name as they began their new home search.
The Strategy
The comprehensive organic and paid social media strategy was launched in 2020 to increase followers of the Neal brand and to measurably increase lead generation within SWFL, all of Florida and nationwide. We leveraged Pat Neal’s reputation, integrity and his innate desire to give back to the area in a vast amount of ways. We identified and led our messaging with the Neal difference in combination with both feel-good and industry-expert content that was easily digestible.
Result
Managing the Neal brand and all of social media from 2020 to 2025, Blufish grew social media by an average of 200% year over year in follower count and engagement across all company channels (Neal, Neal Sig, Waterscapes, Pure Style, Verandah, Boca) and brought over 3,500 leads from our efforts. Neal’s 3rd party resource BOL had also determined at many of our annual conferences that the Blufish paid social leads had the strongest CPL to sales-attribution metric in that given year.
Case Study — Foxlane North Wayne Community
Background
Foxlane Homes, based in Philadelphia, was set to purchase an abandoned school campus in North Wayne, PA. The plan was to build semi-custom large single family homes on oversized lots in this new, quant 32-lot luxury community. They needed to also find an offsite location in the charming old town of Wayne to have a sales center and design studio.
The Ask
Foxlane needed an aggressive pre-sale strategy to compete with the fully-custom builders in the area and at a price point of $3-5m. Additionally, there was a fair amount of resale in the neighborhood to compete with. No assets were built and the land had not been cleared yet. They needed to create the virtual vision.
The Strategy
Blufish rendered all of the exteriors of the houses. We used the site plan and a landscape plan to virtually create the community and plot the houses. We had our crew film a few festivals in Wayne and a bunch of b-roll lifestyle video to create a community marketing video for pre-sale purposes. In addition, Blufish filmed testimonials from the 1st buyer, Foxlane staff and even the sub-contractors on this project to speak to the vision, quality and commitment everyone had to making this nicest new community in Wayne County in years.
Result
With a combination of traditional, digital and social advertising, we created and large influx of leads for Foxlane to nurture though this extended buying cycle. Additionally, we created and connection with the existing Wayne community that had them genuinely excited about this new development. The initial price-point, thought to be very aggressive, was realized and the sold-out in a 3 year timeframe, with many cash buyers relocating from NYC and other affluent NE markets.
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Portfolio
Portfolio of Work
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Clients
Clients
- Taylor Morrison, Inc. – 2002
- Mississippi State University – 2002
- Arizona State University – 2002
- DEA Yacht Charters – 2004
- Tiffany & Bosco – 2005
- KB Homes – 2005
- Scott Felder – 2007
- Perry Homes – 2008
- University of Phoenix Stadium – 2008
- Mayhew Junction Brewery – 2012
- Zephyr – 2013
- Darling Homes – 2013
- Lokal Homes – 2015
- Malm Cellars – 2015
- Cape Point Development, LLC – 2016
- Cartel Coffee Lab – 2016
- One Design – 2016
- Peachtree Hotel Group – 2016
- Turner Broadcasting – 2016
- The Africa Channel – 2016
- TruVista Development, LLC – 2017
References
We have many other client references available. Should you require others, please email [email protected] or call 480.517.1900.
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Onboarding & Web Management
Onboarding
The 1st 30 days
Blufish would like to present a new brand strategy and
positioning to the Neal leadership team. Please note: we are NOT suggesting and brand new visual brand but a re-introduction of some Neal Signature promises potentially overlooked and a new re-invigorated buyer experience. A full HubSpot buyer journey will be conducted to evaluate touch points, automation, manual communication and lead 1st click/last click attribution.
30-60 Days
Blufish has unique position of already having our Neal Signature paid social, organic social, GBP and email strategies in place and paused. An evaluation of this strategy and assets will take place during this time. All marketing implementation will take place in this timeframe.
60-90 Days
This is the measure, report, adapt and revise stage. We will aggregate all marketing mediums using TapClicks to report on all analytics. By the 90 day mark, Blufish will have refined our strategy and assets to meet, or exceed, the Neal sales goals. Additionally, we will hope to identify a cost-per-acquisition to help forecast a marketing spend into 2027.
Website Collaboration
Assuming Neal will be using Peak 7 for the new website, we have worked for years with them and know them quite well. We have a proven “teamwork” track record with them and look forward to continuing this. Blufish creates and manages numerous build website across the country and has proficient understanding of the WordPress framework and its CMS. Therefore, collaborating with Peak 7 or handling revisions/changes ourselves will not be a problem.
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Fee Structure / Sample Pricing
Monthly Agency Retainer
Blufish does not charge a retainer and will bill per project based on an approved quote or a management fee to manage services like GBP or organic social media, etc.
Digital Monthly Management Fee
Blufish charges 30% management of the total spend and blends this fee into our overall cost-per-lead (cpl) to insure you know what you are actually paying for lead generation. Additionally, our industry-leading lead quality strategy insures Neal Signature Homes is getting the very best of quality leads by:
- eliminating spam and robotic traffic
- requiring users to answer qualifying questions fed into HubSpot
- feeding negative key words back into the AI engine of Google and Meta
- Most Important – feeding successful sales data from HubSpot back into the AI engines to create look-alike audiences to serve our to a more refined audience. Essentially, we use the AI engine to demographically target our audience which we can’t do at the agency level per Fair Housing rules/regs.
Sample Builder Pricing Matrix
Company, Product, Community Brand/Identity Development
$2,500 – $5,000
Advertising Campaign Concept
$2,500 – $5,000
Community/Program Naming
$1,500 – $2,000
Copywriting
$150/hr
Flyer
$350 – $450
Eblast
$450 – $550
Brochure
$2,500 – $4,500
Landing Page
$450 – $2,500
Infographic
$500 – $1,500
Signage/Display/Outdoor Banner
$350 – $450
Vehicle Graphics
$850 – $1,500
Stationery Set: Business Cards, Letterhead, Envelopes
$500 – $750
Radio Script
$350
Print Ad
$350 – $450
Digital Ad Assets
$850
Direct Mailer/Postcard
$850 – $1,750
Billboard
$350 – $450
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Charity
Support from Us
Volunteering
Blufish enthusiastically believes in giving back to our community. As a team, we participate in company-wide efforts benefiting such valued organizations as Feed My Starving Children, Phoenix Children’s Hospital, as well as a variety of groups in partnership with the academic community of Arizona State University. From food and clothing drives to natural disaster relief, Blufish knows the value of helping others in need.
Sponsorship & Pro-Bono Work
Through client relationships and charitable outreach efforts, Blufish is also happy to regularly volunteer with and sponsor established organizations like the Arizona Humane Society, Ryan House, Doors of Change, local youth sports programs throughout the Phoenix area, and major school sponsorships around the country. We also offer special creative services pro-bono to our clients’ charity outreach programs.
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Why Blufish?
We Think We Are A Good Fit
We Know Our Stuff
You can’t beat our experience in homebuilding industry. Blufish has established itself as one of the most regarded, effective and influential full-service agencies in your industry. The combination of Blufish’s experience, mixed with our trademark energetic, creative and fun talent, allows us to provide solutions that are as impressive as they are practical.
We Strive to Impress
Blufish is committed to our partnerships, promising to deliver forward-thinking, innovative and impressive designs and services. It’s our job to monitor and absorb new trends at all times, consider new ways of thinking, and learn new best practices within the industry and even look at other industries to learn from like hospitality. We continue to have new and exciting things to offer.
A Relationship Beyond the Work
Our hands-on approach and dedication to you. Blufish prides ourselves on relationship driven account management — as witnessed by our 10+ year relationship with Neal Communities and Neal Signature Homes.
A Fresh Approach
We have never lost our vision of what truly separates the Neal brand from all the other SWFL builders and we fully-intend to reintroduce these roots and in a fresh, new approach. Everyone at Blufish is a brand specialist, believing strongly in the power of branding and ensuring brand compliance while observing brand best practices. We would welcome the opportunity to team with you again…
