How can a provider of UK-wide student accommodation become more visible in a highly competitive market, raise awareness of their offering within the student community and more cost effectively fill their properties for the next academic year?
Access has been working with Prime Student Living for over 12 months now, and this is an exciting time in their business’ growth but also a time when it’s vital to keep up with the competition in an increasingly crowded market.
That’s meant promoting Prime’s growing UK and European student property portfolio, providing a fully integrated service to increase visibility and drive bookings, and giving the business a consistent and recognisable brand look and feel (both internally and externally). Improving the online experience and communication with residents in individual properties was also an important part of our remit.
By understanding the business objectives for the academic year and studying competitor activity, web traffic trends, visiting properties, talking to residents and spending valuable time with the Prime Student Living team, Access has been able to provide strategic, creative, digital services and the production management of printed materials.
Getting under the skin of the business to understand how the varying specifications and locations of properties influence the choice of marketing message has been a tactical approach that’s proved critical to the work.
Results and Achievements
The tailored approach to a broad range of marketing services included producing property specific signage, photography and video as well as a host of digital and printed marketing communications, email templates, leaflets, direct mail, posters, outdoor, and new site hoardings. Access has also been instrumental in campaign planning, social media management, website management and web traffic analysis.
Besides anecdotal increased brand visibility, the measurable results have been visible year-on-year through increased bookings, referrals, better staff and resident engagement, increased website usage, improved web booking conversions and increased social media engagement.
Some key figures include:
- 73% increase in organic sessions year-on-year at key booking period
- 31% increase in ‘book now’ goal completions during Prime Student Living’s key booking period (November to March)