Case Study

Background

Copper Creek is an apartment complex in Kent, Ohio. It is home to young professionals, graduate students, medical students in residency and even young families. During the onset of the pandemic, they faced many uncertainties, needing to adjust quickly to continue to provide housing for those who needed it – but in a safe and careful way. With many individuals still needing to move during these times – whether their lease ended or they were just looking for a new place to quarantine, there were a lot of logistics to work through.

Taking Copper Creek to the Next Level

Problem

Consumers no longer felt safe touring apartment buildings and signing leases, but still needed to.

Goals

#1

How do we promote community-based amenities?

#2

How do we still allow prospective residents to tour the property and sign leasing paperwork?

#3

How can we best communicate and implement new safety measures in a shared community?

Solution

We put a halt to all current campaigns and switched gears ASAP. We came up with a new strategy within the week, and pulled and replaced all scheduled social media. Our new approach was to position Copper Creek as a thought leader when it comes to COVID-19 and apartment living. We wanted to ensure that both potential and current residents saw Copper as THE safe and trusted option for housing. During this time we helped field feedback from current and potential residents, used their platforms to educate both on what they were doing, and what changes and recommendations were being made locally and nationally. Additionally, understanding our Copper’s post-college audience, we provided lots of ideas on ways to pass the time in quarantine to help provide a bit of levity and motivation during the early months.

Solution

We repositioned Copper’s extensive amenities.

Sales & Marketing Strategy

What was an apartment bonus like door to door trash pick up became super quarantine friendly. We reworked amenity messaging to help potential residents see that Copper is not just a great apartment for regular life, but an awesome place to ride out this virus because they have so many perks right on the property.

Solution

We quickly implemented a new sales strategy.

Amenities

What was an apartment bonus like door to door trash pick up became super quarantine friendly. We reworked amenity messaging to help potential residents see that Copper is not just a great apartment for regular life, but an awesome place to ride out this virus because they have so many perks right on the property.

Solution

We repositioned Copper’s extensive amenities.

Sales & Marketing Strategy

What was an apartment bonus like door to door trash pick up became super quarantine friendly. We reworked amenity messaging to help potential residents see that Copper is not just a great apartment for regular life, but an awesome place to ride out this virus because they have so many perks right on the property.

Results

Looking back on our efforts, over the last 12-18 months, we were able to successfully complete a COVID-19 campaign, where we helped the client pivot part of their operations, the way they sold and their entire marketing program, including their website. These efforts, in partnership with the Copper Creek team led to their complex being entirely full and on a waitlist → This is the ultimate goal in real-estate.

Stats From Early in the Pandemic

Generated 131 New Leads over the first three months of the pandemic.

Emails generated a 4.26% concersion rate​ during this time as well.

Website visitors continued to grow, with a 27% increase in traffic during this time

Brands We’ve Built

John Doe
John Doe
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We have received multiple inquiries throughout the past week for building space (just 2 today) for our new development/vacant properties!! Many have referenced our website and LinkedIn Posts/HubSpot distribution email!!! A nice testimonial to our collaborative efforts!!! Truly appreciate all your guidance, assistance and creative talents!!! Definitely made an impact throughout our market area and internally with our management team!

Rob Rebadow, Cam Inc

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The HeyNow! Media team completely revived our outdated branding and website. Through our seamless collaboration with them, we created a long-lasting partnership to coordinate with our one-person Marketing team. They have helped us implement a strategic approach to market our Association to our members.

Brianna Bober, Media & Marketing Project Manager at NOAA