Each year in anticipation of move-in, Campus Advantage selects a theme to inspire a campaign to help ease the move-in process. Move-in, typically in early to mid-August, is the time period when residents move out after summer and new residents move in for the next school year. The move-in campaign is executed across Campus Advantage’s portfolio, which includes more than 40 student housing properties across the country.
For 2014, Campus Advantage selected a superhero move-in theme and asked Catalyst to create a campaign highlighting four key initiatives utilizing the selected theme. The campaign’s key initiatives included residents setting up recurring rental payments, outlining a referral campaign to encourage residents to refer their friends, emphasizing each property’s on-site maintenance service, and learning about the Students First™ Residence Life program.
Catalyst executed a full suite of marketing materials for the move-in campaign using The League of Extraordinary Move-In, a team of hand-drawn, unique cartoon superheroes reminiscent of classic comics. Catalyst created stations to lead residents through the check-in process at their property and developed collateral to promote the move-in process in advance. Materials included emails, flyers, banners, posters, table tents, and property decorations.
Both property employees and residents embraced the theme, dressing up as superheroes and taking pictures with cardboard cutouts. The campaign resulted in a seamless move-in process for properties and encouraged residents to get involved within their apartment community from the moment they moved in.
Creative for the 2014 Move-In Campaign included a campaign logo, paper system, social media collateral, T-shirts, and more.