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Bedrock

Multifamily Residential
Campaign Strategy and Media Planning

Detroit’s developer engages BasedOn to develop an interest-based digital campaign and media plan to introduce its multifamily housing portfolio to new, in-market audiences looking for their next home in Southeast Michigan

Over the past 15 years, Bedrock has grown into a leading multifamily developer in Detroit. They now own and manage over 900 multifamily units across 15 architecturally significant buildings throughout the city. Given Bedrock’s reputation, scale, and concentration of assets, an opportunity existed to introduce Bedrock’s portfolio of multifamily units as a collection. This approach leveraged the company’s commitment to design-forward, amenity-rich, centrally located properties. We worked with Bedrock’s marketing team to develop a comprehensive, interest-based digital strategy and media plan to support a new brand, Downtown Detroit Living, and a related website that introduces and features Bedrock’s collection of multifamily properties.

Collage of images of the neighborhood.
Collage of images of the neighborhood.
Collage of images of the neighborhood.
Collage of images of the neighborhood.
Collage of images of the neighborhood.
Collage of images of the neighborhood.
Collage of images of the neighborhood.

Campaign Strategy

BasedOn’s campaign strategy provided Bedrock with a roadmap to develop and deploy creative assets. The creative assets were designed to generate awareness with people looking to move within the next year, educate interested individuals about the benefits of leasing from Bedrock, and convert in-market prospects into leads and leases for specific Bedrock properties. Central to this strategy was driving engagement through a full-funnel approach that leverages stories, reels, and in-feed and always-on paid search.

Awareness, consideration, interest, activation, intent, conversation, retention, referral

Media Planning

To support the campaign strategy, BasedOn developed a media plan identifying recommended media spend against marketing objectives and across digital platforms necessary to meet leasing targets. In addition to proposing spend recommendations across traditional channels of Google, Bing, YouTube, Facebook, and Instagram, BasedOn vetted and introduced new, niche channels, including Yelp and Nextdoor, while recommending test spends to invest in those channels.

To make spend recommendations, the BasedOn team analyzed platform-specific data to draw clear insights pertaining to audience size and time to market, ensuring that the plan caters to the different stages of the marketing funnel: awareness, consideration and conversion. Weighting budget recommendations against these stages, BasedOn assigned specific key performance indicators (KPIs) that guided prospective residents through the next best steps toward conversion.

Our objective was a media plan that balanced media spend across objectives of generating awareness, educating prospects, and converting them into qualified leads and leases. Our overall goal was to position Bedrock to reduce their overall direct advertising costs and increase demand for its multifamily properties.

Mockup of the UX Design for Portfolio Wide Metrics Tracking

Proposed UX and Design for Portfolio Wide Metrics Tracking

Creative Briefing

To assist Bedrock in creative assets aligned with campaign strategy requirements, BasedOn developed detailed creative briefs that outlined specific requirements for ad assets across various platforms, including Google, Meta, and LinkedIn. These briefs were tailored to different marketing objectives, including raising awareness, educating potential tenants, and converting them into leads.

Bedrock creative team used these briefs to develop a series of digital and print assets to introduce Bedrock's portfolio of multi-family properties to in-market renters.

Downtown Detroit Living

Creative Briefing Work Product Example

Caption:
Find your perfect home with Bedrock! Choose from large studio apartments to luxurious three-bedroom penthouses, all with breathtaking city views. Ideal for anyone wanting to live in or near downtown.

Creative Briefing Result Example Image Creative Briefing Result Example Image
Creative Briefing Result Example Image Creative Briefing Result Example Image
Creative Briefing Result Example Image Creative Briefing Result Example Image

Analysis & Reporting

For Bedrock’s sustained success, the BasedOn team developed a comprehensive reporting template that Bedrock could use to assess campaign performance for each property across all digital channels. This reporting included early indicator targets, using Google Analytics to assess initial quality of traffic by tracking pixels to track conversion level events and attribution data to assess whether campaigns were generating a qualified lead at a lower cost per lead and lower cost per transaction.

Photography and Advertising Collateral Work Product of Bedrock

Summary

BasedOn’s digital and media strategies for Bedrock were designed to consolidate marketing efforts, drive more meaningful engagement across an in-market audience, and increase demand for Bedrock’s portfolio of multifamily properties. The comprehensive campaign strategy, media plan, creative brief, and thorough analytic framework positioned Bedrock to exceed its marketing objectives and sustain its position as a leading choice in the multifamily rental market.