Campus Advantage kicked off the 2016 renewal season with a refreshed portfolio-wide move-in themed campaign. The theme — Move-In Fest — was well received by residents and acted as a strong reminder of the brand that a resident was committing to upon renewing their lease. The campaign targeted college students between 18 and 24 years old at 24 properties nationwide and encouraged them to renew their lease as early as possible to take advantage of the best rates available. Some promotions seen throughout the campaign included “Early-Bird Specials” and “Live It Up,” both of which tied back to the Move-In Fest music festival vibe.
The campaign was made up of physical and digital deliverables including banners and bandit signs at each property, emails, property-specific landing pages, social media graphics, thank you cards, letterhead, door hangers, and more. Overall, the campaign resulted in 398 leads, and emails performed with an average click-through rate of 10.40%, well above the 2.5% industry average.