Catalyst’s Rebranding Effort Helps Student Housing Property Boost Leasing Numbers
AUSTIN, Texas (April 8, 2015) – The Web Marketing Association has awarded the Austin-based Catalyst marketing firm Best Real Estate Integrated Ad Campaign as part of its Internet Advertising Competition, which honors excellence in online advertising, for work Catalyst did for The Marq student housing property that helped boost the property’s leasing numbers.
The Marq is a 612-bed student housing property in Milwaukee, Wis., serving students attending Marquette University. The property faced challenges that included a reputation as an older property and students did not consider the property as “premier,” hindering its ability to compete with other properties. After rebranding the property, Catalyst developed an integrated ad campaign to invite students and school officials to a VIP brand reveal party. The launch party was a red carpet extravaganza that included live music, fine food and exclusive prizes and giveaways.
Catalyst’s efforts, in conjunction with the on-site leasing team, helped The Marq achieve leasing goals. The Marq is currently sitting at 387 total leases, putting the property at 27.35 percent ahead of last year. “This project truly demonstrated that traditional advertising and collateral, digital assets, social media, direct mail and email can all work together to drive results,” said Catalyst Vice President Jamie Matusek. “This type of integrated campaign has worked well for years for big brands in retail, and it was great to see that this strategy and execution can positively impact student housing as well.”
Integrated marketing is a concept that has not been quickly embraced by the student housing industry, yet it is proving it can produce results, she said. Catalyst is working to show that by outlining a strategy for a campaign and tying leasing teams and marketing activities together student housing properties can achieve measurable results.
As part of the project, Catalyst completely rebranded the property with services including logo development, tagline authorship, interior design collaboration, property signage, paper system, website, sales collateral, VIP launch party pieces, social media imagery, emails and direct mail sends.
The Internet Advertising Competition, now in its 13th year, highlights the best online advertising and marketing efforts across 96 industries and 9 online formats, such as integrated campaigns, online ads, videos, mobile design, newsletters, email and social media.
Catalyst is the leader in student housing marketing and serves industries including commercial real estate, multi-family housing, finance, universities, senior housing, development firms, and others. The firm concentrates on the science of marketing by using data-driven strategies to generate tangible results for clients that grow their business. The Austin-based firm offers a wide range of marketing strategy, design, and public relations services.