Catalyst team members performed a site visit and, after seeing the different complexes firsthand, found that there were three distinct audiences that the apartments appealed to based on the architecture, location, and amenities offered: one primarily would appeal to international students, one to professional students (attending the medical and law schools), and one for the everyday student. Having identified three target audiences, Catalyst created distinct property profiles to reach each target audience. Each profile included a mood board containing color palettes, lifestyle photography, texture and pattern palettes, and logo treatment distinctions to accompany the messaging for each property’s target demographic. Catalyst also performed an audit to the WVU housing website to further improve and clarify the messaging and navigation structure on each properties’ page.
Additionally, Catalyst performed a social media audit for the WVU properties across social media platforms and provided recommendations to the WVU marketing team. The document Catalyst provided the WVU team included recommendations for immediate implementation such as the 80/20 rule, frequency recommendations for each individual social platform, a sample post calendar, and outlined key events in the cyclical calendar of student housing to focus social media campaigns around. These recommendations continue to serve as a guideline for the university to refer to when posting on social media.
Catalyst also performed a public relations audit looking at past media coverage and room for improvement in the local media. Catalyst recommended pitching positive news, providing consistent construction updates, collecting testimonials, and preparing scripts for staff in the event the media contacts them.