case studies
Pierce Education Properties
click to view portfolio work“Bailey Gardiner is like a renowned symphony. Jon Bailey and Indra Gardiner are the seasoned conductors...”- Theresa Nakata, Vice President of Marketing & Communications
increasein sales office traffic
- services
- - Advertising
- - Interactive
- - Social Media
- relevant case studies
challenge:
Students are incredibly message and media savvy. They only embrace brands that feel like they “get” them, and they ignore the rest. The problem is that most college dorm communication uses fake stock photography and messaging that’s created by somebody way out of their target. Pierce was no exception, but wanted something new and fresh that appealed to their target.
strategy:
First, send a young team (our youngest team) out to the properties (in this case Michigan). Have them mingle with students and find out their needs, wants and local hangouts. Then create a sound positioning statement that sums up their findings and lays the foundation for the Pierce brand, “It’s all about you.” Next, develop communications and a national social media marketing campaign that’s irreverent, funny and well designed. One that speaks directly to the college audience and includes a major website overhaul. And, last but not least, let our youngest employee (less than a year out of college) lead the process right up to – and including – the first presentation to the client.
results:
A record 41% increase in traffic to the sales office was recorded leading to the highest renewal rates and new leases than any previous year.
