Challenge
When we first visited Worcester, MA, the future home of 145 Front Apartments, the message was clear: don’t live downtown. As we shopped the competition, the leasing agents consistently reiterated the safety/security concerns of living in downtown (even though this is a fair housing violation). 145 Front was being built as one of many initiatives to help change this perception and revitalize the city. Our challenge was to create a brand that allowed people to feel good about living downtown.
Insight
People don’t want to feel like they’re “going it alone” as an urban explorer. They want to be a part of a community that’s committed to the neighborhood.
Idea
Live Local
As we spent time downtown we met all types of amazing people: entrepreneurs, restauranteurs, artists, and frankly just cool people that were leading the charge to live downtown. We built the brand around these “locals” and their love for downtown Worcester. The materials utilized photography of the neighborhoods and locals as well as interviews and quotes in the website, social and collateral. This let people know they were moving into a community…not just an apartment.
Results
- Social: average post engagement is 2x industry standard
- Social: CTR is 2.5x industry standard
- Email: CTR is between 5x – 10x industry standard