Peak Campus is a visionary leader in the management and development of apartment communities in college markets across the nation. With over 48,000 student housing beds currently under management in 65 college markets, Peak is the country’s second largest privately-owned, student housing company.
We were challenged with creating a campaign for a client, Peak Campus, geared towards increasing their renewals and new leases.
Peak Campus seeked a deeply engaged audience that were enthusiastic social brand advocates, and needed to acquire plenty of leases to show for it.
Since our audience was college students, we knew we had to captivate their attention and do something BIG. We asked them what they would they do with $10,000. Pay of their loans? Go on a trip with all of their friends? We let them do the deciding!
Our team at Razz and sister company, GTMA, handled everything from strategy, promotion naming, logo & branding, website design and development, custom videos & micro moments, Facebook ads and much more.
In order to win the prize, students needed to sign a lease or renew their existing lease. From there, they received an automatic email informing them that that they can receive MORE entries to the sweepstakes by going to our gamification sweepstakes microsite.
On the sweepstakes platform, users got ‘entries’ for tweeting, posting selfies, watching videos, etc. about Peak Campus properties and the entries carried on with that user and were recorded on the platform.
Students were thereby incentivized to become social advocates for the sweepstakes and ultimately, the Peak Campus brand.
Sweepstakes are a tried and true incentive program, but we took this idea and evolved it into something far more valuable to the Peak Campus brand.
Through Ezio, our gamification experiences platform, we leveraged the power of gamification and sweepstakes to turn social audiences into advocates for the Peak Campus brand.
In just one month this brand new platform had engaged with 1/3 of all residents who received an email. Users spent over 5 minutes using the app, which is an incredible testament to the interactive and engaging quality of this platform.
Peak Campus saw a 120% increase in the number of lease renewals signed through campaign entries – they had 1,242 more lease renewals compared to the previous year. And of course, one lucky winner walked away with $10,000.
In terms of total lease renewals for Peak Campus, the organization saw 2,517 more than the same time in previous years, representing a 137% increase and over 9,000 total renewals.
“We hit more renewals than last year… Overall the experience was great in working with you all, and (we) found a true partnership through the process.”
– Kaylene Dabbs, Marketing Project Coordinator for Peak Campus
Here at Razz, we know the challenges you face and we also know we can help you overcome them. We produce smart and purpose-driven digital experiences to help fuel growth.
If you need help branding your property or acquiring new leases, faster, click the chat bubble on the right or contact us and we can help devise a custom-tailored strategy just for you.
Posted on December 21st, 2018