The creative pieces employed a retro-computer theme to appeal to students across all the marketplaces. Since today’s college students were born in the 1990s, the term “cyber” has a retro ring to it that was played up with old-style Macintosh computers, DOS-style logo treatments for each property, and visual images of outer space. Catalyst created templates that allowed content to easily be changed based on each property’s specific offer prior to deployment. This included social media headers and posts, emails, and landing pages, all of which were branded for each individual property. By creating templates, Catalyst was able to reduce setup time for each property’s individual branding and create a cohesive campaign that was easily recognizable in markets with multiple Campus Advantage properties. Additionally, each piece of collateral was assigned a promotional code that the resident or prospect could enter on application forms to allow Catalyst to track engagement and conversions across different collateral and provide reporting at the conclusion of the campaign. These promotional codes were unique to each of the 100+ pieces of campaign collateral.