BELIEVE IN DOING THE RIGHT THING.
best marketing program 2015 TETRO STUDENT VILLAGE - SAN ANTONIO, TX BY CARDINAL GROUP MANAGEMENT
Tetro Student Village is a 198-unit, 590-bed institutionalquality student housing community located in San Antonio, TX. The community leases its units in a “perbed” fashion. Each unit houses between two and four occupants, each with their own furnished bedroom, as well as a shared and furnished common living space. The community caters to students at the University of Texas San Antonio (UTSA) located directly across the street. Enrollment at UTSA is 28,628 students including 24,455 undergraduates. Tetro Student Village set out to give students a small village feel within the larger UTSA/San Antonio ecosystem. The community’s heartbeat is the “Town Center” that includes amenities mimicking street level retail such as a coffee shop called “The Grind”, fitness center called “Fit Factory”, and the pool dubbed “The Watering Hole”. The community is highly amenitized including a large resort-style pool, mini soccer field, study rooms, coffee shop, game room, TV lounge, clubhouse, dog park, fitness center, basketball court, volleyball court, tanning room, bocce ball lawn, grilling area, and more!
The Challenges Tetro Student Village was entering the market at a challenging time. Two other luxury student housing communities were being built, flooding the market with nearly 2,000 extra beds. This set the stage for a war between the new lease ups and plethora of other student and conventional communities.
The University of Texas at San Antonio (UTSA) was experiencing a shrinking student population as it began to try and find its identity as a true 4 year tier 1 university. Overall enrollment fell 6% from Fall 2012 to Fall 2014. With fewer students to fill beds competition became even more fierce for each lease.
In addition to a large influx in supply and falling demand Tetro also faced a market with no central student hangout. This made it much harder to reach students and get our community in front of them.
the brand Tetro Student Village is focused on creating a unique community environment where everyone in the “village” knows each other, works together, studies together, and plays together. Of course every student apartment community strives for this string sense of community, but rarely do they achieve it. We did.
BRAND MANIFESTO We shall not let the greatest 4,5, or god willing 6 years of life pass us by. We will not be drugged into silence by monotone voices in a room of 300 caffeinated zombies. We will not go quietly into the night suffocated by books better used as fire wood.
We will eat, sleep, breathe, and shit good times. A night shall not pass that we do not literally dance our asses off. Laughter is our drug of choice. Our anthem is “I can’t believe we did that last night.” Our god Ramen noodles.
Will we study? Sure. Get good grades? Mostly. Graduate and get a real job? At some point. But this is not what we live for. We live for tonight. We live for the good times.
This is college. This is the Tetro life.
the tetro truck is born The Tetro Truck was created from an old FedEx box truck. The sleek exterior wrap was custom designed and features a “menu” of amenities that will be served up at the community. The inside of the truck features bench seating, a leasing desk, built in TVs, iPads, and a booming sound system. The truck’s main purpose is to sign leases in a fragmented market. concept of the truck was to provide a cool hangout for students to congregate. This allowed the Tetro team to build relationships and on the community. The Tetro team has taken the truck to Sororities, Frats, UTSA athletic events, on campus, local restaurants, bars, competitors apartment communities and everywhere else a truck can go! While at these events they get the festivities started with lawn games, music, free food, prizes, and much more!
A Leasing Powerhouse On Wheels
TVs – Allow for leasing agents to take prospects through a virtual tour of the community.
iPads – Applications and leases can be signed right from the truck!
Atmosphere – Let the Tetro Truck bring the party! Part of the setup when parked includes giant Jenga, cornhole, and of course great music!
Wheels – Of course the best part of the truck is it has wheels! This allows the truck to go anywhere from UTSA Football games to Greek organization gatherings!
Augmented Reality – Prospects can scan certain parts of the truck’s exterior and bring up anything from video content to following Tetro on Twitter.
PIMP MY RIDE
CHECK OUT THIS VIDEO OF THE TETRO TRUCK
Average monthly visitors Average monthly visitors at Leasing Office = 135
Average monthly visitors on truck = 850
2000 miles Driven between January 1st 2014 and December 31st 2014.
- CREATING A COMMUNITY -
Every Tuesday Tetro would be out on campus building a community the campus so desperately needed. Delivering custom slushie orders on campus, handing out free food on campus, throwing large scale events at bars, and other random activities were all part of â€œTetro Tuesdaysâ€?. These gatherings brought students to us to have a good time but they ended up signing a lease.
- CREATING A COMMUNITY -
Food Truck Fridays Food Truck Fridays were held in partnership with a local food truck to bring the UTSA community together for free food, games, and music. Of course the Tetro Truck was present to start the party and provide leasing capabilities.
- CREATING A COMMUNITY -
Other Events Despite the community being under construction, Tetro was able to offer one of a kind events to future residents and prospects beyond centering around the Tetro Truck. Tubing down the river, foam parties, and a huge blow out “Grand Opening Party” are just a few of the events held.
Tetro’s Grand Opening Party CLICK HERE TO WATCH
Float the River
Social Media Due to the scattered nature of campus life, with no real hangouts, we also opted to employ a heavy social media strategy. We used Facebook, Twitter, and Instagram to facilitate conversations with prospects.
The key to our social media platform was not about what we were saying but encouraging future residents and prospects to talk about us. And boy did they talk about us.
WE GOT THE WHOLE CAMPUS TALKING ABOUT US.
Shall we keep going
or do you get the point?
New Facebook Fans
across all Twitter accounts
Twitter = $0
614 New Twitter Followers in this time period
21-24 25-34 35-44 45-54 55-64 65+
DAILY INTERACTIONS 1000
OUTBOUND TWEET CONTENT
0 Apr '14
Plain Text Links to Pages Photo Links
ADD SPEND FACEBOOK = $100
#Want It Wednesdays Every Wednesday we posted a prize that our fans and followers could win. Prizes varied from an Apple TV to concert tickets. To win fans and followers had to share or re-tweet the post to enter. This led to massive reach and interaction that grew our fan base and spread our message.
Renewal Campaign To kick off our renewal campaign we wanted to generate buzz rather than just offering the typical incentives. To do this we offered renewals the choice of cash or a free puppy! Residents loved the idea and kicked off our leasing season with a bang.
We employed a unique iPad leasing experience on the Tetro Truck, at the leasing trailer, and for all outreach marketing. We developed a custom iPad site that was mirrored on a large flat screen TV to show off our community to large and small groups. It features virtual tours, photos, floor plans, and more to show students what it would be like to Live at Tetro.
Check out the site!
RESULTS 2014 LEASE % MARKET AVERAGE = 93%
TETRO = 99%
Cardinal Group MANAGEMENT
Cardinal Group Management (“CGM”) is a full service real estate management firm headquartered in Denver, CO. CGM employes a specialized platform that allows them to handle all facets of real estate management throughout the United States. This includes: entitlement, development, construction management, property management, accounting, and creative leasing & marketing. CGM leverages their culture, unique company structure and high regard for technology to deliver superior results and reporting to its clients. Cardinal Group manages a portfolio of 13,000 student housing beds and 3,500 conventional multi-family units across 18 states. CGM has been recognized by Inc Magazine as America’s 647th fastest growing company, by Student Housing Business Magazine as a ‘Top 25 Manager’ of student housing, and has earned numerous national awards for its’ industry leading work.
Carter USA is one of the country’s leading real estate investment, development, and advisory firms, renowned for its bold approach to creating value. Headquartered in Atlanta, Georgia, with operations across the country, Carter believes in challenging the real estate market status quo and specializes in identifying untapped potential. Empowered with more than five decades of experience and an entrepreneurial spirit, our thinking is unconventional, with a laser focus on producing superior results for clients. Carter’s investment focus is centered around raising funds through a combination of private equity, institutional equity and bank financing to achieve desirable risk-adjusted returns. Carter has invested over $875 million in assets over the past decade. The company is also the co-sponsor of a publicly-traded, non-listed REIT, focused on investing in single tenant, net leased properties in the data center and healthcare sectors. One of the country’s largest developers, Carter has major mixed-use, multi-family and student housing projects under construction around the country. Carter’s strong, long-standing higher education, K-12 and corporate specialty teams serve as owners’ representatives for major project and program management assignments.
For more information
CONTACT DEL DE WINDT, CEO CARDINAL GROUP MANAGEMENT (303) 407-4502 DEL@CARDINALGROUP.COM