News & Resources

Marketing Firm Chosen for Multifamily Expertise, One-Stop-Shop Communications

AUSTIN, TX, Oct. 4, 2016 — Catalyst, an Austin-based agency specializing in marketing for student and multifamily housing, announced today that multifamily development and management firm The Franklin Johnston Group (TFJG) has selected the agency to refresh its marketing strategy for Springhouse Apartment Homes, a low-rise, luxury community in Newport News, VA. Catalyst will engage in a rebranding effort that will include a new logo, updated marketing materials and a search engine optimized website.

Springhouse Apartment Homes offers one and two-bedroom units with the area’s top amenities including a resort-style swimming pool, an on-site bark park, community garden, state-of-the-art fitness center, clubhouse and tennis court.  In the past, TFJG has outsourced its marketing initiatives to multiple third parties, which resulted in one-off projects that lacked strategic alignment. In addition to the agency’s multifamily expertise, TFJG chose Catalyst because of its desire to achieve logistical consolidation and therefore brand consistency by working with a single, full-service marketing firm.

“As a company that owns and manages more than 11,000 units and 70+ properties throughout the Eastern U.S., it’s easy to understand the significance in working with a full-service marketing agency that can serve as a single point of contact,” said Chris Beckwith, Vice President of Marketing at TFJG.  “Maintaining brand consistency when working with multiple firms is cumbersome and difficult to achieve. We are impressed by Catalyst’s work in the multifamily space and are excited about this new partnership and the opportunity to streamline our communications.”

“We are so pleased to have the opportunity to work with TFJG,” said Jamie Matusek, Vice President at Catalyst.  “We continually hear from our clients their appreciation for the convenience doing everything in-house provides; not to mention the savings in time, money and resources that gets passed along to them.  We are confident that our rebranding efforts to establish a clear, singular voice for TFJG will have a direct impact on resident attraction and retention rates.”


About Catalyst

Catalyst is the leader in student housing marketing and serves other 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. Visit to learn more.


About The Franklin Johnston Group

The Franklin Johnston Group develops and manages multifamily rental residences in the senior, luxury and affordable housing sectors. The company owns and manages more than 11,000 units at 70+ properties from Northern Virginia to Georgia. TFJG is headquartered at the oceanfront in Virginia Beach, VA and employs approximately 300 people throughout the mid-Atlantic and southeast.