Gain insight into how you can position your community to give prospective renters a unique lifestyle experience. Learn how to: * Leverage a Full Stack Marketing approach to create an emotional connection. * Effectively create a brand message that will resonate with your prospects. * Use strategic, targeted content that communicates your brand. Presenters include: * Steven Ozbun, LeaseLabs * Dana Pate, Matrix Residential * Sparkle Allen, First Communities * Lynn Klug, Greystar

2. May 8-10, 2017
Huntington Beach, CA
JOIN AIM NEXT YEAR

4. Understanding the Current
Marketing Marketplace
Steven Ozbun

21. How Social Are We?

25. Meet MEVO

28. Effectively Communicating
the Brand
Dana Pate

29. LET’S BE REAL
Profile Photo Tagged Photo

30. LET’S BE REAL
Pinterest #PinterestFail

31. CASE STUDY ONE: SOLARIS KEY

32. SETTING THE STAGE
Background:
• 426 units
• Clearwater, FL
• Concept:
TRUE RESORT LIVING

33. EYES ON THE TARGET
Target Demographic:
• Age: Late 20s-Mid 30s AND Early 50s-Mid 60s
• Occupation: Healthcare, Military & Retired
• Average Household Income: $80-120K

34. GET INSPIRED

35. THE BRAND

36. CASE STUDY ONE: SOLARIS KEY
BEORE
MARKETING THE LIFESTYLE

37. IMAGERY = REALITY

38. AMENITY ACTIVATION
BEORE

39. AMENITY ACTIVATION
BEORE

40. AMENITY ACTIVATION: GROUP & PERSONAL FITNESS
BEORE

41. AMENITY ACTIVATION: EVENT STYLIST
BEORE

42. PROMOTIONAL ITEMS
BEORE

43. PROMOTIONAL ITEMS
BEORE

44. GEOTARGETED ADS
BEORE

45. RESULTS
True Demographic:
• 48.32% Male | 49.87% Female
• Relationship Status: 42.65% single | 30.15% married
5.67% divorced/separated | .09% widowed
• Occupation: 14.05% retired/unemployed
12.19% healthcare | 8.06% professional
• Age: 34.47% 26-37 year old category
• Average Household Income: $103.254

46. RESULTS
BEORE
Leased at $1.63 ft2 VS Submarket’s $1.40 ft2
80% 84%
Occupied Leased

47. CASE STUDY TWO: STACKS ON MAIN
BEORE

48. SETTING THE STAGE
Background:
• 268 units
• Nashville, TN
• Concept:
BE EAST NASHVILLE

49. TARGET MARKET
Target Demographic:
• Age: Mid 20s-Early 30s
• Occupation: Healthcare, Arts & Entertainment,
University Affiliation
• Average Household Income: $65-95k

50. GET INSPIRED

51. THE BRAND

52. CASE STUDY TWO: STACKS ON MAIN
MARKETING THE LIFESTYLE

53. CUSTOM PHOTOGRAPHY

54. CUSTOM PHOTOGRAPHY

55. NEIGHBORHOOD-CENTRIC VIDEO SERIES

56. ORIGINAL MURAL WORK

57. FOCUS ON THEIR “KIDS”

58. SHOW PROGRESS: TIMELAPSE VIDEO

59. SHOW PROGRESS: DRONE TECHNOLOGY

60. TEASER CAMPAIGN
You don’t always have
to be so obvious.
•28k sq. ft. perimeter = $225
•30 day campaign

61. TEASER CAMPAIGN

62. SOCIAL ENGAGEMENT
Where is your audience?
• East Nashville Closed
Group on FB
• 26,300+ Members

63. SOCIAL ENGAGEMENT

64. SOCIAL ENGAGEMENT

65. RESULTS
• 8.58% CTR
• $2.13 Avg CPC

66. RESULTS
• Branded
Search
Term on
the Rise

67. RESULTS
So far…
• 455 leads in 60 days
• 10 leases in first 15 days of hard-hat tours
• Set aggressive goal of 70 leases before
Sept. 1 move-ins
• Leased at $2.05 ft2 = Submarket’s $2.05 ft2

68. THINK OUTSIDE THE BOX

69. Content Marketing That
Communicates Your Brand
Sparkle Allen

70. Content marketing
generates 3 times as many
leads as traditional
outbound marketing but
costs 62% less.
-Demand Metric

71. CONTENT STRATEGY

72. CONTENT STRATEGY
consistent high-quality content

73. CASE STUDY: PEPSI
With fickle consumers, strict
industry requirements, and a tough
economy, Pepsi needed a way to
continuously engage their millions
of fans, spread across 70 global
markets, as well as find and grow
more customer segments.
In Other Words… They
Needed To Sell The Fizzle

74. CASE STUDY: PEPSI

75. CASE STUDY: PEPSI
The Results
89% increase in monthly page view growth
38% increase in monthly visit growth since launch
+22x boost in social traffic

76. CONTENT STRATEGY
your audience

77. CAPTIVATE

78. Tesla Motors has no
advertising, no ad agency,
no CMO, no dealer network.
And that’s no problem.
-Advertising Age
CAPTIVATE

79. CAPTIVATE

80. CONTENT STRATEGY
Build a community of true fans and
evangelists

81. COMMUNITY

82. COMMUNITY

83. 1. Made a mundane cycling exercise seem
extraordinary
2. Tapped on the idea of collective experience
3. Instructors are more than just that – they are
also entertainers, role-models and friends
4. Created a strong community via their website
and social media
5. Had a strong story to tell, and told it
consistently
COMMUNITY

84. COMMUNITY

85. CONTENT STRATEGY
your audience into paying
customers

86. CONVERT

87. CONVERT

88. Starbucks gross
revenues jumped by
$740 million, or 18
percent, from $3.82
billion in the 2014 fiscal
year to $4.56 billion in
the 2015 fiscal year.
CONVERT

89. IN CLOSING
“That’s what makes great
products.
It’s not process, it’s content.”

90. THANK YOU J