In an effort to highlight their Students First™ program and increase spring leasing numbers, Campus Advantage created Success Week — a weeklong national event campaign hosted across its portfolio from April 13-16, 2015. Catalyst was engaged to create and deploy the campaign and creative collateral that would engage student involvement and drive them to the 32 participating properties’ daily events.
Success Week aimed to highlight three main areas of Campus Advantage’s Students First™ program: living, learning, and career experiences. This was accomplished by having each day of Success Week targeted to a specific area.
On Monday, the properties planned “Meet Up” events such as barbecues, meet and greets, and ice cream socials. These events highlighted the living experience each student receives as a resident of a Campus Advantage community and, for further incentive to attend, one lucky winner received a $1,000 Southwest Airlines gift card to further create great life experiences.
Tuesday was focused on the learning experiences available with a “Learn Skills” theme and events ranging from professional dance lessons to study sessions in preparation of finals. Attendees were entered into a sweepstakes with the chance to win a $1,000 cash scholarship that could be applied to books, tuition, etc.
Wednesday’s events highlighted “Career Prep” and included professional headshots being taken at the property, mock interviews, resume workshops, and “how to dress in the workplace” fashion shows. Guests qualified for entrance into a sweepstakes drawing for a $1,000 Macy’s gift card to get their closet job-market-ready.
The final night of Success Week, Thursday, focused on a “Live it Up” theme, which was a culmination of the earlier events and experiences and was reflective of each property’s unique community. Barbecues, pool parties, and more invited guests to qualify for a grand-prize giveaway valued at $4,000, which included all three of the previous event prizes and an additional $1,000 cash prize.
Catalyst created logos for each day’s theme that were used on multiple pieces including banners, posters, flyers, emails, and landing pages to promote the campaign. Catalyst promoted the weeklong event with nine emails for a total of 346,716 sends throughout the course of the event with an impressive 56.3% open rate. These emails drove traffic to landing pages on each property’s website that listed the nightly events and contained a call to action to sign a lease as another avenue of entering to win the nightly and grand prizes. Additionally, properties were provided social media graphics to post to Facebook, Twitter, and Instagram to further drive traffic to their events. To simplify collateral for the properties to have on-hand, Catalyst provided editable flyers that allowed properties to fill in their specific event information and hand out to prospects and residents. To coordinate the prizes awarded through the sweepstakes, Catalyst managed all contest rules to ensure legal compliance in each participating state. Catalyst also created entry forms for the properties to use to further collect information on each guest and gather one list of attendees around the country.
More than 850 prospects and residents attended Success Week events and 370 leases were completed. An impressive 274 new leases and 96 renewals were signed, and individual properties signed as many as 52 leases over the four-day period.