Catalyst was engaged to shift perceptions in the marketplace that The Avenue was out of students’ price range and, as a result, increase leasing occupancy. Prospects in the area perceived the modern property to be outside of their budget based on marketing materials viewed both traditionally and online in the Indiana University-Purdue University Indianapolis (IUPUI) market. Subsequently, this negative sentiment resulted in significant decreases in online traffic to the property’s website and physical traffic to the leasing office.
Upon engagement, Catalyst assessed the Indianapolis student housing market and the student population at IUPUI and determined that The Avenue offered students a living environment conducive to focusing on their studies while providing an urban lifestyle. Although the rates were higher than competing properties by approximately 25%, they were within the students’ budgets. To combat both the price barrier, digital and traditional marketing collateral were redesigned, and a new target market was identified: serious students. Several phrases and taglines were created to reach the defined target audience including “A New Class of Living,” “A New Class of Living Designed for the Serious Student,” and “The Smart Place to Live.” This verbiage reflected both the atmosphere and feel of the property, while marketing directly to the students who would want to live there, despite the impression of higher rental rates.
To reposition The Avenue, Catalyst created new easy-to-read marketing flyers, ads, and specialized brochures, implemented SEO strategies, and began national pay-per-click campaigns. As new marketing collateral reached students, The Avenue experienced online traffic increases of 52.42% from May to June in comparison with the prior year and was able to reach a total occupancy of 99.7% — exceeding their budgeted occupancy by 4.5%.
Creative for The Avenue branding included a new tagline, mood board, brand guide, paper system, marketing brochure, website, sales sheet, social media collateral, email campaigns, and more.