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2020 STUDENTHOUSING BUSINESSAWARDS

B E S T S O C I A L M E D I A C A M P A I G NTHE AVE NUE FAYE TTE VILLE

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THE AVENUEFAYETTEVILLE

The University of Arkansas reported a 2019-2020 enrollment of 28,075, representing an increase of 1% from the 2018-2019 academic year, and a 3% increase from the 2016-2017 academic year. Between August 2016 and August 2019, though, the number of purpose-built student housing beds increased from 4,489 to 8,161 - a 45% increase in less than five years.

UNIVERSITY OF ARKANSAS

FAYETTEVILLE, ARKANSAS IS

HOME TO THE UNIVERSITY OF

ARKANSAS RAZORBACKS, THE

ONLY ACTIVE DIAMOND MINE IN

THE UNITED STATES, AND ONE OF

THE MOST COMPETITIVE STUDENT

HOUSING MARKETS IN THE

COUNTRY.

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The Greek Takeover had three primary objectives:

Create a branded campaign to increase engagement among the Greek community and The Avenue’s social media platforms.

Drive awareness, traffic and, ultimately, leases!

Close each lease at the lowest possible Lead-to-Lease Cost.

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The Avenue Fayetteville property was faced with the reality of such competition and the Peak Sales and Leasing teams knew that a traditional approach to marketing was not going to provide the results required. In January 2019, the teams launched the Greek Takeover, a marketing campaign hosted on the property’s Instagram account.

Fierce Competition = Creative Action

GREEK TAKEOVER CAMPAIGN

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The Greek Takeover campaign was an interactive Instagram engagement contest that ran from January 1, 2019 through February 1, 2019, coinciding with Greek Week at the University of Arkansas. In order to participate, students had to “Follow” The Avenue on Instagram. To ensure participation in the game and begin building excitement, word of mouth marketing began on January 1st. On January 23rd a teaser video was released, and the game started on January 24th. To keep participants engaged all week, additional challenges were introduced on January 28th. Finally, to capitalize on the excitement generated by the game, the property ran a Lowest Rate of The Year special from January 31st through February 1st, with the end of the special coinciding with the end of the game.

When the game started on January 24th, the team at The Avenue posted a picture containing the Greek letters of every fraternity and sorority on campus. For every “Like” the picture received, the organization earned one point. Each time a picture was commented on an additional point was earned. Comments that included a “Tag” of another Instagram account earned two additional points. The organization with the most points at the end of the contest was the winner of $1,200.

JAN 23 JAN 24 JAN 28 JAN 31 FEB 1

T E A S E R V I D E O

L E T T H EG A M E S B E G I N

W E <3 AC H A L L E N G E

LOW E S T R AT E O F T H E Y E A R

S P E C I A LK I C KO F F

. . .

. . . S P E C I A L

& C O N T E S TW R A P - U P !

1 “LIKE” = 1 POINT

1 “COMMENT” = 1 POINT

“COMMENT” + “TAG” = 2 POINTS

@theavenuefayetteville #terms

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Prior to the campaign starting, The Avenue

had 1,667 Instagram followers. At the end

of the campaign that number had grown

to 2,205 which is an increase of 9.5%.

BY ALL MEASURES, THE GREEK TAKEOVER WAS A SUCCESSFUL SOCIAL MEDIA CAMPAIGN.

Total Profile Views

Total Instagram Interactions

Total Website Clicks

Total Emails & Phone Calls to Leasing Team

Total Leases Signed

Increased by 63% during campaign

Increased by 63% during campaign

Increased by 50% during campaign

Increased by 54% during campaign

Increased by 85% during campaign

1,667 followers 2,205 followers

Before After