SHB2020

SHB INNOVATOR AWARDS 2020

Best Social Media Campaign | Don’t Fake Spring Break M A N AG E M E N T

THE CAMPAIGN Cardinal Group ventured to develop a marketing campaign to use company-wide that would help secure leases around the spring break leasing timeframe. The campaign needed to work across multiple markets and asset classes, fit into both large and small budgets, and of course help generate new and renewal leases.

TV, movies, and social media all depict spring break as a time when every college student boards a jet and enjoys lavish parties in exotic locations. This has left students chasing Instagram likes in a reality that is far less glamorous. The Chicago Tribune reported that only half of college students go on a spring break vacation and of these students 70% planned to spend less than $1,000. This leaves the lavish spring break parties out of reach for most students.

We used this data and the popular Instagram vs. Reality meme as the basis for our “Don’t Fake Spring Break” campaign. The campaign features videos of college students faking their Gramworthy spring break photos in and around their apartment community. By signing a new or renewal lease at one of Cardinal Group’s communities participants are entered to win one of five all-inclusive Mexico vacations to a premium resort for them and a friend.

The campaign was a runaway hit!

THE VIDEOS The three videos were the heart of the campaign and were distributed via both organic and paid methods on each individual community’s social media accounts.

This included Instagram, Facebook, Twitter, Snapchat, and YouTube.

Click play buttons to view videos.

THE EMAILS The campaign was supported via email marketing that was sent to residents and prospects. Each email linked back to the specific community’s social media accounts where the user could view the video content.

THE PRINT The campaign was also supported through a series of print materials that were distributed on-site, on campus, and other local hot spots. Each print piece was customized with individual community branding.

THE COST One of the major goals of this campaign was to keep costs relatively low. Not every community can afford a $5,000 spring break trip and custom video content from a best-in-class marketing agency.

Through creative budgeting, each community only had to pay $216.07 for the campaign.

THE RESULTS

SOCIAL MEDIA Impressions - 280,580 Views - 237,274 Engagement - 43,682 Reactions - 1,029

LEASING RESULTS

78.48%

45.46%

YOY SAME LOCATION INCREASE IN LEADS

YOY SAME LOCATION INCREASE IN TOURS

LEASING RESULTS

162.94% YOY SAME LOCATION INCREASE IN APPLICATIONS

91.62% YOY SAME LOCATION INCREASE IN LEASES

M A N AG E M E N T

ABOUT US

MANAGEMENT A culture-based company that attracts top talent, Cardinal Group is a fully-integrated real estate investment, management, construction, development, and marketing firm specializing in multifamily investments throughout the United States. CGM leverages their culture, unique company structure, accountability, focus on top-line revenue and high regard of technology to deliver superior results and reporting to its clients.

PORTFOLIO Cardinal Group Management oversees a portfolio of 61,000+ student housing beds as well as a portfolio of conventional multi-family housing around the country. In 2020 CGM was ranked as the second largest third party operator of student housing in the country by Student Housing Business magazine.

ABOUT US

Agency FIFTY3 is a full service marketing agency that specializes in the Real Estate Industry. We offer creative, digital and social media services that continue to stand above the noise.

C O N TAC T U S

FOR MORE INFORMATION, CONTACT: RYAN SUNDLING, Senior Group Marketing Manager Cardinal Group Management Ryan.Sundling@CardinalGroup.com