THE COTTAGES ON HOLLYWOOD

Campaign Media

Brand Creation + Logo Development | Brochure, Ad & Sales Collateral Design | Social Media Strategy | Campaign Creation + Strategy | Staff Training

The Cottages on Hollywood, a brand new off-campus student housing community targeting students in Fayetteville, Arkansas, needed to create buzz surrounding their <span class="crimson-para">yet-to-be-built</span> luxury-style apartment concept. With the right social media, grassroots, and paid digital strategy, could it be possible to fully pre-lease a property that didn't exist yet? Serendipit was up for the challenge!

Challenge & Opportunities

Based on the target market's demographics and interests, our team created an exciting and engaging <span class="crimson-para">"Coming Soon"</span> campaign. The chosen KPI was converting social media followers, website visitors, and UARK sophomores into leads and potential new residents at <span class="crimson-para">The Cottages on Hollywood.</span>

Serendipit's lease-up strategy included out-of-the-box style new-lease events. For example, our <span class="crimson-para">Smooch a Pooch</span> Valentine's Day event was full of sweets, wags, licks, and a pup kissing booth. Best of all, a portion of the proceeds from the leases signed went to Fayetteville's Humane Society. Our <span class="crimson-para">Sign and Dine</span> event included painting the town "Cottages RED" at local hot spots like JJ's Bar and Grill.

Supplemental tactics such as engaging branded graphics and fun social contests were incorporated into the overall content strategy. These key strategic tactics allowed The <span class="crimson-para">Cottages on Hollywood</span> to reach its desired target audience of the University of Arkansas students, and create a wide-spread buzz about the new community and its luxury lifestyle.

Results

The <span class="crimson-para">"Coming Soon"</span> campaign translated into 1,100 direct leads, with 458 coming solely from our digital efforts

We grew The Cottages on Hollywood Instagram account from new to nearly 900 followers in under a year

The Cottages on Hollywood was 96 percent leased weeks before their first move-in