Cyber Monday 2014 Campaign
Catalyst was engaged by Campus Advantage to create a campaign that would work across their portfolio of student housing properties. The campaign would need to be universal to a variety of marketplaces across the country and would need to target college students (18- to 24-year-olds). The goal of the campaign was to generate traffic to each property’s website and to engage the resident or prospective resident.
To cut down on additional collateral needed, all design pieces of the campaign needed to resonate universally with prospects and residents at 20 properties. Catalyst created a Cyber Monday campaign to drive customers online on an already known day — the Monday following Thanksgiving.
The biggest challenge in the Cyber Monday campaign was creating easily interchangeable collateral. Each property had two offers they were promoting — one to prospects and one to residents, and they were different across the portfolio of properties. Additionally, each item needed a promotional code that the resident could enter so Catalyst could track engagement across different collateral. These would need to be switched out on each of the 100+ pieces of collateral that were deployed.
Catalyst created templates that allowed for content to be easily changed based on each specific properties’ offer prior to deployment. This included social media headers and posts, emails, and landing pages, all of which were branded for each individual property.
The Cyber Monday campaign resulted in 643 inquires submitted on landing pages and overall increased website traffic. The top two performing properties experienced over a 300% increase in sessions and over 200% increase in conversions. Across the portfolio, 401 residents renewed their leases, and an additional 108 new leases were signed. As a whole, this put the properties 233 leases ahead of where they were during the same time period in the previous year.