Campaign, Email, Social Media, Web Design
To drive new leases and renewals across the portfolio on one day, Catalyst created a Cyber Monday campaign to target properties in 20 different marketplaces. The campaign employed a retro-computer theme and resulted in 643 inquiries submitted on landing pages and overall increased website traffic. Across the portfolio, 401 residents renewed their leases, and an additional 108 new leases were signed for the 2015–16 academic year. This put the properties 233 leases ahead of where they were during the same time period the previous year.
Campaign, SEO, SEM, Social Media, Email, Reputation
Due to problems driving traffic to the property, they were not able to exceed 81.32% occupancy, and engaged Catalyst to help achieve 90% occupancy. Catalyst implemented a blended digital campaign including SEO, online advertising, social media marketing, email marketing, and reputation management. This campaign led to an increase in online traffic of 46%. By combining the property’s traditional marketing strategy with Catalyst’s blended campaign, the property was able to achieve 91.48% occupancy — exceeding their budgeted occupancy for the first time.
Messaging, Web Design
Tobin Lofts needed to establish two separate identities for two phases of their community with distinct audiences. Due to budget constraints, the property could not develop a second website but needed to separate markets to the satisfaction of owners and the financial funding institution. Catalyst amended the existing site to differentiate audiences and established two distinct identities — Tobin Lofts Midtown and Tobin Lofts at San Antonio College. The property leased to 100% occupancy, overcoming the delay in construction and the difficulties presented by the original website.
Messaging, Reputation Management, SEO, SEM, Traditional Advertising
The Avenue faced challenges achieving leasing occupancy due to prospects perceiving the modern property as being out of their budget based on marketing materials viewed both traditionally and online. This led to decreased online traffic to the website and physical traffic to the leasing office. In an effort to combat the pricing perception and capture audience attention, digital and traditional marketing collateral were employed. This, combined with a new tagline, led to an increase in traffic of 52.42%, and the property was able to reach a total occupancy of 99.7% — exceeding their budgeted occupancy by 4.5%.
Rebranding, Logo, Web Design, Traditional Advertising
2040 Lofts, a newly acquired property, was negatively associated as the “international house” among Marquette University students. Catalyst worked with the ownership team and property staff to rebrand the property and implement upgrades to reposition the property in the marketplace. Catalyst promoted a VIP party to introduce The Marq to the market, which resulted in 250 people attending, 51 signed leases, and another 87 leases pending at the end of the event. Within weeks, the property’s pre-lease rate was 13% higher than the same period for the previous year.