In case you missed it, our own Jamie Matusek and Christy McFerren were featured on GlobeSt.com in an article about their presentation on Brand Magnetism: Creating a Powerful Brand in Student Housing at the 2016 NAA Student Housing Conference & Exposition....
I’ve worked in the student housing industry for almost five years. I started when I was in college as a way to pay my bills while also having a place to live. At first, my experience was very cut and dry — show up to work, give tours, sign leases, go home, rinse,...
Branding, Logo Development, Web Design
Catalyst was engaged to establish a brand and marketing materials for The Knox, a new development in Knoxville, TN. After developing a name, logo, and marketing materials, Catalyst worked with the on-site team to collect 665 initial leads through social media, ad placements, email campaigns, and other marketing tactics. The property has continually surpassed leasing goals, including being 27.49% pre-leased as of December 4 — a huge leap from their goal of 10% by the end of 2015.
Rebranding, Logo Development, Traditional Advertising, Web Design, Social Media, Email
Upon acquisition of a property in Huntsville, TX, Catalyst was engaged to rename and rebrand University House Lake Road. Drawing upon cultural history and university demographics, Catalyst renamed the property, developed marketing materials, and launched a reveal party to introduce the brand in the market. The party resulted in 14 signed leases and 11 applications — a huge success for the typically late-leasing market. Since the grand reopening, the effective rental rate has increased 3% from $504 to $519, and the pro forma effective rate increased to $514.
Campaign, Video, Email, Social Media, Traditional Advertising
Catalyst created a campaign to encourage residents at 30 properties across the U.S. to renew their leases. Using print pieces, videos, emails, and social media, the campaign resulted in the top performing property receiving more than 200 renewal requests. Emails were sent to 28,531 unique recipients with an open rate of 59% and a click-through rate of 9.9%. These results both exceeded the industry average open rate of 21.83% and click-through rate of 2.1%. The portfolio saw an increase of 296 leases (+124%) over the previous year and is well ahead of their budgeted leasing goals.
Branding, Logo, Campaign, Interior Design, Mascot Creation
While developing a world-renowned university, FEFU contracted Campus Advantage-Russia and Catalyst to shape a brand that would attract students from around the globe. Catalyst provided a cohesive brand and message for the university, created a mascot symbol, logo, and various print collateral. Pieces produced for an RA recruitment campaign resulted in more than 200 applications and 36 RAs selected, and an open-air concert celebration campaign brought out more than 25,000 students. Finally, Catalyst garnered several media mentions for the university to set an example for future higher learning institutions.
Campaign, Video, Email, Social Media, Traditional Advertising
Catalyst created a campaign for Cyber Monday to promote one day for students to sign leases and receive special discounts and giveaways. Catalyst created a video that featured all participating properties, social media graphics, landing pages, emails, posters, and flyers for the event. A total of 780 leases were signed over the course of the campaign, leading to an average cost per lease of $44.87 for the portfolio. This put the portfolio 40% ahead in renewed leases from the previous year, and 76% ahead in new leases.
Branding, Logo, Social Media, PR
Catalyst was engaged by West Virginia University to assist in marketing and leasing efforts for three on-campus apartment communities that are part of a public-private partnership. Over the course of the engagement, Catalyst identified individual audiences for each property and equipped the WVU housing marketing team with a strategic framework and examples of tried-and-true tactics that will enable the team to position their properties and tailor their messaging to each target demographic.
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.
Your street team has been handing out flyers, you’ve launched numerous campaigns, and you’re seeing people come through the doors every day. But for some reason, you aren’t actually signing leases. So what’s going on? How can you make sure you’re closing the leads...
We are excited to announce that two Catalyst employees, Lauren Goodman and Katie Degutis, have been promoted to new leadership positions at Catalyst. Lauren leads graphic design as the new Senior Designer at Catalyst and Katie moves into a more strategy-focused...
Discover how branding should permeate the entire property project to get you the leasing results you’re after! Join us this Thursday @ 3 p.m. EST for a sneak peek into our NAA Student Housing Conference & Exposition Talk, Brand Magnetism: How to create powerful brands...
We are excited to announce that our Creative Director, Christy McFerren, has been promoted to Operations and Strategy Director. She is the vision of structure, support and strategy and we know that she will continue to help each client reach their growth potential in...
VIEW FLIPBOOK In the student housing industry, there is a very cyclical calendar for marketing efforts with move-in happening every August, renewals starting a few months after, and the spring semester being reserved for targeting prospects. Although this calendar...
The holidays are coming up, and you need to put together a campaign that will work for your entire portfolio without breaking your budget and missing your deadline. How do you incorporate so many properties into a campaign? Where do you draw the line in personalizing every piece? At Catalyst, we have been working on a portfolio-wide Cyber Monday campaign that was able to do that with a little outside-the-box thinking and by going back to the basics.
In today’s digital world, your website is more than just an outlet for information — it’s your storefront, your brand’s reputation, and oftentimes it’s the first impression people will get when they encounter your brand. With that in mind, if you are looking for a website solution and aren’t already a hugely technical-savvy person, how do you know that you’re getting what you pay for? We’ve put together a few tips for you to keep in mind when it comes to your brand’s website.
Austin, TX (November 15, 2015) – Austin, Texas-based marketing firm Catalyst has been awarded the opportunity to speak on brand magnetism and how to create powerful brands in student housing at the 2016 NAA Student Housing Conference & Exposition on Wednesday, February 17 from 10:45-11:45 a.m. at the Hyatt Regency in Chicago, Illinois.