Vega Awards Centauri Winner Winner

2022

Noble 2500: Something Better Starts Here

Entrant Company

CA Student Living

Category

Digital Marketing (Campaign) - Branding / CI

Client's Name

Country / Region

United States

The West Campus neighborhood in Austin, Texas has quickly become one of the most competitive off-campus student housing markets in the country, serving the students attending The University of Texas at Austin. In 2021, CA Student Living delivered Noble 2500, a community with boutique apartment homes offering distinctive community amenities and desired apartment features that meet the needs of today’s renter- but that alone does not break through the noise. To truly set this community apart from countless high-rises and new developments, our team created a bold brand that not only spoke to the luxe accommodations but was grounded enough to pique the interest of an audience whose core values are shifting. Noble 2500’s brand seeks to find a balance between extravagance and humility. A rich color palette reflecting the school’s iconic colors and a refined pattern set help connote a certain simplicity and elegance while maintaining a sense of approachability. The brand’s voice conveys nobility while tethering itself to the very real, very practical needs of students in the market. This combination of luxury and accessibility can be seen and felt through the entire branded experience- from social media, to the website, and to the leasing office. We combined this brand with an awareness campaign called “Something Better Starts Here” to break through the endless stream of messages that inundate prospects in the market; This short but impactful phrase signified the enhancement that students will experience not only within the walls of their apartment, but the elevated lifestyle and environment in which they will flourish into the next chapter of their lives. Using a mix of organic media, search marketing, display ads, and social media, our marketing team collaborated with the site team and vendors to create a stunning final product. As a result, we garnered a 11.62% conversion rate on search campaigns at an average cost of only $25.76 in the Fall Semester of 2021. We also achieved 726.33K impressions on these ads, successfully getting our new brand into the market. The website alone generated an 8.7% online conversion rate and a 4.7 page-per-session average.

Credits

Noble 2500 On-Site Leasing Team
CA Student Living Corporate New Development Team
CA Student Living Marketing Team
GRO Marketing Agency
Threshold Agency
Senior Associate, Communications / CA Student Living
Sara Lovelace (submitter)
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