Upon acquisition of Hannah Lofts & Townhomes, the client engaged Catalyst to create new marketing collateral for the property. Serving students of Michigan State University in East Lansing, Michigan, Hannah Lofts & Townhomes won Student Housing Business’ 2015 Innovator Award for Best Off-Campus Architecture/Design Cottage/Townhome.
Members from the Catalyst team performed a site visit to the property and found that Hannah Lofts & Townhomes was offering a previously unseen product to the marketplace with upscale townhome units with retail and restaurants on site. After speaking with students, Catalyst also found that leasing begins in early October at MSU, with the majority of leasing completed by the spring. Due to the client acquiring the property at the height of the leasing season, it was imperative that Catalyst deliver effective marketing materials before students secured their housing.
Catalyst quickly developed a new website for Hannah Lofts & Townhomes so that the property would not experience any delay or disruption in leasing efforts. Along with the new site, Catalyst developed traditional marketing materials including a brochure, a sales sheet, newspaper ads, direct mailers, and digital marketing collateral including email templates, retargeting ads, and social media branding to immediately assist in leasing. As of May 2015, the property was pre-leased above their budgeted occupancy of 96% for the 2015-2016 academic year.
Creative for Hannah Lofts branding included a tagline, a mood board, a brand guide, a paper system, a marketing brochure, a temporary website, a full website, a sales sheet, social media collateral, email campaigns, and more.