Bedrock
The Residences at Book Tower -
Digital Campaign Strategy and Design
A category-defying multifamily asset, Bedrock’s “The Residences at Book Tower,” required a sophisticated, multiplatform digital strategy to exceed lease-up targets
Recognized as one of the most significant historic renovations in the world by leading home and design publishers, Bedrock’s “The Residences at Book Tower” required a sophisticated digital marketing strategy for lease-up that set it apart from its competitors. Bedrock engaged BasedOn to develop, design, and manage a full-funnel marketing strategy across paid search and paid social platforms. BasedOn’s approach generated national awareness, educated prospective tenants, and converted prospective tenants into leads and signed leases.
Campaign Strategy
BasedOn’s content strategists reviewed search activity across paid search and paid social channels and used this research to define the interests and behaviors of in-market home renters and shoppers. This research was also used to develop consumer personas to direct campaign strategy development and subsequent creative.
BasedOn content strategists then developed a campaign strategy outlining specific objectives and recommended tactics to raise awareness, educate, and convert prospective residents whose interests aligned with those outlined in the campaign personas. Subsequent creative briefs guided keyword and asset development.
Media plan
With an objective of generating leads and signed leases at a cost less than standard ILS services, BasedOn developed a media plan leveraging Google, Bing, and Meta. The media plan included recommended monthly spends as well as cost per lead, cost per tour and cost per lease targets across each advertising channel. BasedOn included ILS costs and other marketing spends to provide Bedrock with a full picture of the monthly investment necessary to generate the leads and leases required to exceed lease-up targets.
Creative Asset Development
BasedOn’s verbal and visual designers developed a series of keyword, static, and motion assets featuring key amenities, unique features, architectural elements, and earned international media recognition. These assets were designed to introduce “The Residences at Book Tower” to a national audience of in-market home shoppers looking to move to Detroit. Crisp copy, stylized graphics and immersive motion elements helped “The Residences at Book Tower” stand out from competitors in a crowded landscape.
Assets designed to generate awareness featured bold architecture, credentialing statements and subtle calls to action.
Assets designed to educate featured industry-leading building amenities and neighborhood offerings.
Assets designed to convert interested individuals via a retargeting pixel featured available unit types, in-unit images, and in-unit features and were accompanied by deep-funnel calls to action.
Media Placement
BasedOn managed all media placement across paid search and paid social channels. Active daily keyword management ensured that cost per lead and cost per lease targets were exceeded. Active weekly campaign management and optimization across paid social channels ensured that paid social grew as an essential tool to generate awareness and re-target interested individuals with deep funnel content. Standing meetings with Bedrock marketing and leasing leadership were used to assess lead quality, review campaign performance, and align on creative adjustments necessary to meet and exceed cost per lead and cost per lease targets.
Tracking & Analytics
BasedOn tracked 70+ campaigns across paid search and paid social individually on a weekly basis, with an emphasis on cost per impression, cost per click and conversion. BasedOn also tracked channel-specific performance monthly—inclusive of ILS and other external marketing channels managed by Bedrock—so that Bedrock had full insight into specific cost per lead and cost per lease outcomes across all marketing channels. Monthly adjustments across digital and ILS spend were made to ensure marketing dollars were allocated to the source generating the lowest cost per lead and cost per lease.
Brand Identity Developed by Bedrock
Photography Work Product of Bedrock
Summary
BasedOn is proud to have partnered with Bedrock to develop, deploy, and manage a sophisticated, multichannel marketing strategy that enabled Bedrock to introduce “The Residences at Book Tower” to a broad, national audience of prospective residents. BasedOn is equally as proud to have been part of a team that exceeded lease-up targets without the use of incentives, discounts, or other tools frequently used by competitors to lease new properties in Detroit.