A Residence for Students™
Kramers House has been an exciting project to be a part of. The excitement comes from how cool & unique the idea is, and that we were brought in at the beginning stages to help build this brand from the ground up. When we first met with the owners, they had an amazing business concept but had no online presence and no way to reach their target audience. They knew they needed to get in front of college students so they could fill up their housing locations, as well as build-up their brand awareness. Because this idea was brand new, we created a custom strategy from scratch. We worked on the first ad that introduced students to Kramers House and their business has continued to grow ever since.
Kramers House offers a unique student housing option. It’s a new concept that provides a fun, stable, and affordable housing option for students. Kramers House offers rooms with individual leases, so students are only responsible for their share of the rent. Every Kramers House has fully-furnished common-areas, turn-key kitchen, security system, and is designed with style. Centrally located near the UNR campus and some of the best food and entertainment in Reno, NV.
One of the first, and most important, stages of this project was designing and developing an effective website. Not only did we need to stand out amongst competition, we had to educate our target audience on, not only what makes Kramers House different, but we also had to get the word out that there was a new housing option for students in the area, nobody knew who they were. We knew that because our client’s idea was brand new, we needed an amazing website that would engage its audience and produce quality renter leads. Our strategy was to direct traffic to different areas of the website, depending on how they arrived and what our campaign goals were. We made sure to implement effective lead generation systems and installed analytics that allowed us to track data that continues be used to optimize their website for better performance.
Because our client needed to get the word out to a local audience, we developed some high-quality print marketing design concepts that were used to promote Kramers House before it was even finished with construction. These flyers were placed in strategic locations, some locations included the University campus and restaurants & businesses near campus. These flyers were equipped with text capture technology, allowing consumers to get the information they want (using the method they want), easily and quickly. At the same time, our client was getting leads that his staff was able to follow-up with:
Consumer insight service Experian Simmons talked about how 98% of college-aged students use social media, we would be crazy not to get in on the action! Our clients had 0 Social Media presence and we knew that had to change ASAP. We setup the Social Media accounts, added professional graphics, and made sure everything was ready to go for all of our future marketing and advertising. We even help manage these accounts by posting relevant content to keep the followers aware and engaged.
Whether it’s on YouTube, Social Media, or just browsing different sites, video advertising platforms present a big opportunity for most businesses (especially since our target audience was college students). We went into this project the same way we go into every video project; let’s communicate directly to our target audience, let’s look well doing it, and let’s get the word out quick enough so that they at least know about the company within the first few seconds of the video. This video was heavily promoted on Social Media & Google AdWords and it performed great!
Social Media advertising proved to be a tremendous success for Kramers House Downtown. We went from nobody knowing anything about Kramers House, to putting their concept in front of over 19,000 students. Our client’s ads showed over 175,000 times to their target audience – that’s an average of 9 times to each person in their target audience, talk about brand recognition!
Social Media gave us the ability to narrow down our target audience extremely well, all of our advertising efforts were cost-effective and performed well. We used Google AdWords Display Network to advertise on YouTube, as well as on sites with relevant content when our target audience was on. As you can see from the image below, it was costing us around $0.15 per video view.
The great part about AdWords, not only does it allow us to target an audience, we were able to target specific YouTube videos and specific content as you can see below:
From the beginning, we knew we needed to start generating renter leads so that our client had some people they could follow-up with and we needed to begin building Kramers House’s marketing list. Because Kramers House was investing money into advertising their business, we wanted to make sure we had an excellent lead generation system setup so that their advertising dollars would not only perform well in other areas, but also generate a steady stream of leads for their business. We brought in leads through Facebook’s lead generation forms, as well as through advertising campaigns that directed users to landing pages that we built to generate leads.
At the time we are writing this (a few months after their Grand Opening), Kramers House Downtown is at a 100% occupancy rate and the owners currently in the process of expanding. Not only is their idea neat and affordable, it really does provide a unique solution to the student housing shortage. Both Social Media and Google AdWords were a success in not only filling up our client’s available rooms, but building brand awareness and a solid foundation for their business to grow. We can’t tell you how happy we are to see this concept work for our clients, they are great people with a great idea, we think we will be seeing much more Kramers House properties in the near future!