Cyber Monday 2017
Every year, Campus Advantage rolls out a Cyber Monday campaign, serving as the last big push to sign residents for the following year during the fall semester and before prospects leave for winter break. The campaign is used to market student housing properties to students (18- to 24-year-olds) in over 30 markets around the United States.
For 2017, Catalyst created the theme, “Cyber Monday by the Numbers,” which focused on bold numbers and fun, memorable statistics that called out why residents should renew or sign leases with each participating property. While this theme specifically called out unique facts and figures about CA properties, it was universal enough to be used by all properties within the portfolio.
In addition to theme development, Catalyst also created a video, various social media graphics, emails and associated landing pages, thank you cards, posters, and flyers to allow each property to tease Cyber Monday specials leading up to November 27 (Cyber Monday). Over 176,000 emails were sent to 71,847 unique recipients with an average open rate of 32.52% and a click-through rate of 6.26%. There were 228 renewal leads and 119 prospect leads, resulting in 348 total leads generated from this campaign across the portfolio. The average cost per lead was $132.18, and the average lead per property was 7.57.