The circumstances around Pacific West Apartments called for a unique and nuanced marketing strategy. The new owners of the property took the existing units into a significant remodeling while brand new buildings were being constructed. Pacific West now had two different products in one apartment complex, supported with common amenities. The challenge was to convey the difference between the new and old buildings without one diminishing the appeal of the other. With the remodeled units priced lower than the new units, we first implemented a campaign to encourage existing residents to sign leases in the new buildings. We were successful in maximizing on the built-in audience we already had, filling many of the new units. The next wave was to open up advertising to outside parties. We created a brand and vocabulary for each of the products–differentiating them while playing up their individual appeal. The new units were called “Pacific West Premier” and the remodeled unites were called “Pacific West Classic.” The copy on signs and billboards tied the two products together announcing “A New Direction for Pacific West” defining this apartment complex as a unique apartment living community with different options for different lifestyles. The marketing materials also visually connected the two products with a specifically chosen compass. Advertising included new outdoor signage, TV, radio, kiosk signage in the local mall, and social media. End result was a successful lease up to over 97% across properties – even with impending road construction on the main intersection.
Cable TV Ad for the Omaha market