Catalyst Company Book

FROM CREATIVITY AND STRATEGY

COMES INNOVATION.

YOUR STRATEGIC MARKETING PARTNER

AWARD-WINNING, FULL-SERVICE

MARKETING SOLUTIONS Catalyst is a full-service marketing agency dedicated to providing strategic marketing to our clients. Based in Austin, Texas, our recognized

and

award-winning

marketing

leaders have been specifically recruited based on their areas of expertise, including direct response, database marketing, media, public relations services, and, of course, creative.

We have built a team of knowledgeable and dedicated marketers who are driven to be agents of change; we are the catalyst in your equation. We work with many of the existing elements used in traditional marketing and sales every day, but we bring action and change — collectively, our team is the agent that adds significant impact to the existing formula.

Our

marketing

team

has

worked

with

companies in a variety of verticals including Fortune 500 and Fortune 1000 companies, giving us the experience to take on any project with our hands-on approach.

MEET THE TEAM AT THELYST.COM/TEAM.

OUR PROPRIETARY TRACKING METHOD

FOLLOWS EVERY DOLLAR

We track results from lead to lease, so you

At Catalyst, we keep it simple. We plan. We

always know your money is working hard for

follow a proven process. We track results. And

you. A lot of companies promise analytics, but

the best part? We actually share your data.

it’s hard to show when a specific marketing piece is driving results. Is this mystery

Our marketing pieces, from traditional media

impossible to solve?

to digital ads, include a special code. We track these

codes

all

the way

to

the

lease

Do marketing metrics that make sense even

application so you can understand what

truly exist?

marketing efforts drove leads, conversions, and even leases.

The answer is yes.

WATCH THE VIDEO AT THELYST.COM/VIDEO.

CONTINUAL STRATEGY IS OUR

MANTRA AND METHOD

FROM CREATIVITY AND STRATEGY

COMES INNOVATION. Our understanding of niche markets and our

tried-and-true formula that consistently yields

ability to help our clients overcome obstacles

actionable

make us unique, just like your brand.

strategies are developed and deployed.

We never exercise a one-size-fits-all strategy —

We don’t start a job without knowing

our strategic process, tailored approach, and

success looks like for you. From our initial site

customized solutions yield measurable results

visit to analyzing the results of every campaign,

for our clients. Our approach to developing

our team is involved each step of the way to

direct-to-customer

ensure you get the best results possible.

relationships

follows

a

information

to

ensure winning

what

We believe creativity doesn’t come from chaos — it comes from research with results in mind.

MARKET ANALYSIS P R O C E S S & C Y C L E

CREATIVE DEVELOPMENT P R O C E S S

&

C Y C L E

FULL-SERVICE MARKETING

TAILORED FOR YOUR SUCCESS BRAND STRATEGY MARKET RESEARCH Understanding the market is key to developing a successful brand strategy.

For housing clients, Catalyst typically starts a project by traveling on-site to evaluate the market for the client’s brand. This can also include market surveys, interviews, and an on-site evaluation of the competition. We are then able to create key strategic positioning documentation to help guide the team and drive project deliverables. The on-site process helps Catalyst identify the steps that need to be taken to build your brand.

Additional brand strategy services include:

LOGO DEVELOPMENT MOOD BOARDS BRAND GUIDES SIGNAGE BRAND EDUCATION

MORE AT THELYST.COM/BRAND.

TRADITIONAL ADVERTISING We offer all of the traditional advertising services you need to drive your brand message in a tried-and-true way, with a modern twist and the latest technology to speak to today’s customers.

Traditional advertising services include:

PAPER SYSTEMS PRINT ADS BROCHURES, SALES SHEETS, FLYERS INTEGRATED DIRECT MAIL PIECES BILLBOARDS RADIO SPOT SCRIPTING VIDEO/PHOTO SHOOTS MORE AT THELYST.COM/TRADITIONAL. GUERRILLA MARKETING

MESSAGING & PR BRAND MESSAGING Have you established your brand’s look and feel, but aren’t quite sure what to say? At Catalyst, we can help you develop brand messaging that gets customers to act and engage with your product. Whether you need taglines, core messaging, or specific copy, we’ve got you covered. We’ll also help you develop a communications strategy to ensure your brand messaging stays consistent across the board.

Additional messaging & PR services include:

PRESS RELEASES & MEDIA PITCHING CRISIS MANAGEMENT REPUTATION MANAGEMENT

MORE AT THELYST.COM/MESSAGING.

SOCIAL MEDIA AUDIENCE TARGETING AND ENGAGEMENT Catalyst will research and identify target audiences for your brand to engage with, then continue to interact with that network. As we work together with you to set social media goals, we will build personas that will define the type of content produced for your target audience. In addition, we will monitor notifications and respond accordingly to ensure your customers are not left feeling ignored. With social media, time is of the essence, and customers expect answers almost immediately.

Additional social media services include:

PLATFORM SETUP CONTENT CREATION AND CALENDAR GOOGLE AND SOCIAL ANALYTICS ADVERTISEMENTS

MORE AT THELYST.COM/SOCIAL.

DIGITAL MARKETING WEBSITES For many companies and products, the first impression they present to customers is online. Because of this, your website’s design and functionality are more important than ever before. At Catalyst, we design and develop websites that tell a story while remaining consistent with your brand’s identity.

Additionally, we provide monthly website hosting and monitoring to ensure maximum uptime. This includes daily website backups and monthly uptime reports. By keeping all management and hosting in house, we’re able to update your website quickly and easily to provide you with flexibility and outstanding service.

EMAIL MARKETING Whether you’re trying to grow your database or promote an offer, email marketing is one of the fastest and easiest ways to position your brand to your target market and reach your audience. At Catalyst, we know the hardest part of email marketing is getting your customers to open an email. To ensure you’re getting the best response possible, we have the ability to A/B test subject lines, content, and imagery to determine what your audience responds to best.

PAID SEARCH Paid search allows you to generate traffic to your website when people are searching within your industry or product type. At Catalyst, we recommend and manage two types of paid search options — pay-per-click and retargeting — to ensure that your brand, services, or offers display and remain in front of users who are searching for them throughout the year.

Additional digital marketing services include:

TEMPORARY LANDING PAGES NEWSLETTERS SEARCH ENGINE OPTIMIZATION

MORE AT THELYST.COM/DIGITAL.

CAMPAIGN DEVELOPMENT While all of our campaign development services work seamlessly in tandem with one another, each can also be broken out to fit a client’s specific needs.

INTEGRATED MARKETING We use integrated marketing techniques to stay in front of your target audience through a variety of channels. One campaign may be directed at a list of your customers who each receive a direct mail piece, an email, social media posts, and an SMS text message highlighting a special offer. This technique allows you to ensure your customers are seeing your message through a variety of mediums. This approach helps to drive a higher response rate for your campaigns.

CAMPAIGN AUTOMATION Using our campaign automation system, we are able to react to each customer’s response to any given advertisement or offer. If you send out an email to your customers we can track when they open the email and if they act on a call to action within the email. The same can be accomplished with direct mail pieces that drive to online forms or other personalized information.

Knowing how people are responding gives us the ability to set response actions for your key staff members to follow up with leads and/or change offers and messaging to best speak to the needs of the customer.

Additional campaign development services include:

PROPRIETARY TRACKING ANALYSIS AND REPORTING

MORE AT THELYST.COM/CAMPAIGNS.

SPECIALTY SERVICES Catalyst is a full-service agency, and we are here to help you in every aspect of your marketing needs. We’ve established key partnerships with a variety of award-winning

companies

so we

can

offer

online asset portals,

architectural animation and illustration, interior design, touch-screen tours, and more.

MORE AT THELYST.COM/SPECIALTY.

WE HAVE EXPERIENCE AND EXPERTISE IN A

WIDE VARIETY OF VERTICALS At Catalyst, our unique experience in niche real estate markets combined with our tried-and-true methodology allow us to excel in a variety of verticals. While we are currently serving clients in the areas listed here, our team members have years of experience in other ďŹ elds, and we are happy to discuss your marketing needs, regardless of your industry.

VISIT EACH LANDING PAGE TO DISCOVER OUR EXPERTISE AND REQUEST A COMPLIMENTARY CONSULTATION.

THELYST.COM/SHM

THELYST.COM/MFM

THELYST.COM/SRLIV

THELYST.COM/HED

WATCH THE VIDEO AT THELYST.COM/VIDEO.

THELYST.COM/CRE

AWARD WINNER C A S E

TO LEARN MORE ABOUT THE AWARDS AND VIEW CREATIVE VISIT THELYST.COM/MARQ.

S T U D Y

THE MARQ REBRAND the challenge

Catalyst was engaged to complete a rebranding of 2040 Lofts, a newly acquired student housing property that was negatively associated as the “international house” among Marquette University students in Milwaukee, Wisconsin. The target market for the property was primarily college students (18-24 year olds) in Milwaukee, WI, attending Marquette University, Milwaukee Institute of Art & Design, Milwaukee School of Engineering, University of Wisconsin-Milwaukee, and Milwaukee Art Institute.

Traditionally, the property leased to affluent students attending Marquette and the surrounding local universities, but in the past year international students accounted for nearly 23% of the residents. This took a toll on the property’s leasing numbers and caused a negative sentiment in the marketplace.

Additionally, the property was in an older medical building that was converted to student housing. Minimal upgrades resulted in the property feeling old while students were seeking a new and modern property in their apartment search.

the solution

Upon assessment of the property and due to the new ownership, Catalyst determined that rebranding the property and incorporating some remodel in common areas would allow 2040 Lofts to be reintroduced into the marketplace and change current perceptions of the property. A site visit and student intercepts revealed that customers in the marketplace desire upgraded amenities and high speed Internet. Upon meeting with the interior design company performing upgrades to the common areas, it was determined that the property needed to be presented to the market with a fresh brand. After conducting surveys on a variety of names, The Marq was chosen and a new website was designed and developed, new print collateral was created and new signage was designed.

the results

To introduce The Marq to the Milwaukee market, Catalyst promoted a VIP party to be held at the property prior to the start of the 2014 school year. The new brand was teased in direct mail invitations, email invitations and reminders, and social media posts, all of which drove traďŹƒc to an RSVP landing page for the event. Of the approximately 250 people who attended the event, 51 signed leases and another 87 leases were pending guarantor paperwork at the end of the night. The event allowed The Marq to kick o their leasing season with nearly 21% of their beds leased at the VIP event, an increase of 13% from where they were the previous year at the same time in the leasing season.

Since the reveal party, The Marq has consistently stayed ahead of their leasing goals and out-performed their numbers from the previous year.

By the end of 2014 they were 54% pre-leased, compared to only 30% pre-leased in the same time period from the previous year.

VIP PARTY results

51

LEASES SIGNED AT EVENT

year over year lease up comparison

54% leased up 21%

leased up

87

PENDING LEASES AT EVENT

21% LEASED UP AT EVENT

30%

leased up

8%

leased up

T H E

P R O O F

I S

I N

OUR NUMBERS

READ MORE SUCCESS STORIES IN OUR CASE STUDIES AT THELYST.COM/PROOF.

DISCOVER THE SCIENCE AND

ART OF MARKETING SEE OUR AWARD-WINNING CREATIVE AT THELYST.COM/FOLIO.

LEARN MORE ABOUT OUR AWARDS AND ACCOLADES AT THELYST.COM/AWARDS.

CATALYST AUSTIN 110 WILD BASIN ROAD SUITE 350 AUSTIN, TX 78746 P: 512.579.5460 E: CONTACT@THELYST.COM THELYST.COM

YOUR STRATEGIC MARKETING PARTNER