The Knox Branding
Catalyst was engaged to work closely with Campus Advantage on a new development project in Knoxville, Tennessee, now known as The Knox. Catalyst team members performed a site visit, including a tour of the University of Tennessee, Knoxville, where they had a chance to speak with both incoming and existing students to capture sentiment toward off-campus living and research the school’s traditions.
The area surrounding the University of Tennessee campus has several housing options within walking distance, but The Knox will be one of the closest at just 100 feet from campus. While freshman are required to live on campus, it was found that the majority of students — nearly 67 percent — live in off-campus housing after their freshman year.
Drawing on knowledge of the competition in the market and the demographic of students looking for off-campus housing, it is important both to Catalyst and Campus Advantage to make sure the new development is portrayed as high-end while remaining accessible to students, making it the premier off-campus student housing.
Upon assessment of the market, the Catalyst team presented a variety of names, and The Knox was born. Catalyst created a temporary site to count down the days until the development opens and worked closely with outside vendors to provide top-of-the-line 3-D renderings of the property, as well as virtual tours. The Knox, slated to open and begin serving students in fall 2016, opened a temporary leasing office to showcase the property and began a leasing campaign. By joining a VIP list, students were the first to know of exciting developments at the property and had the chance to win a full year’s free rent. Catalyst also worked on promoting the property through a contest designed to draw campus organizations to the leasing office and share a picture of The Knox to win a $750 donation to their organization.
Creative for The Knox branding included naming, a tagline, a logo, interior design collaboration, a mood board, a brand guide, a paper system, a marketing brochure, a temporary website, a full website, a sales sheet, social media collateral, multiple ad placements, email campaigns, and more.