Building a brand from the ground up.
The Grove is a national brand of student housing communities. We crafted a brand lifestyle and insight-based marketing strategy that took them from start-up to success.
// Developed brand identity, crafted brand strategy, and created all marketing campaigns
from company start-up.
// Created a brand lifestyle
// 95% occupancy rate
// Growth from 0 properties in 2004 to 38 operating properties in 18 states, with 6 new
locations opening fall 2012.
// Pre-leasing sites regularly reached sold out status prior to
// Named one of the top 500 fastest growing companies in America by Inc. Magazine
// Raised $380 million in an initial public offering in October 2010.
From day one, Campus Crest (parent company of The Grove) set out to become the highest quality provider of student housing worldwide. The only problem? The student housing market was already saturated with plenty of housing options, all pushing amenities and price. We were tapped at start-up to handle the new company’s branding and marketing. Our strategy? Develop a brand identity and brand lifestyle experience that positions The Grove as radically different student housing.
The success of our strategy rested on one key insight: it’s not about the pool; it’s about what happens at the pool. We built and promoted lifestyle—a fully loaded college living experience students couldn’t find anywhere else. Every Grove decision, from building bigger clubhouses to hosting outrageous social events to connecting residents with rewarding volunteer opportunities, was designed to enhance The Grove lifestyle.
We recognized that the most important marketer in any consumer’s life—especially for a Millennial—is someone he trusts, so we created a brand experience that inspires students to tell their friends about life at The Grove. We supported that experience with fun promotional and sales collateral that was also designed to be talkable.
It paid off. Grove communities began selling out of beds before construction was even completed. We fed this word of mouth fueled momentum with strategic messaging, marketing campaigns, online engagement, and brand development. The brand grew strong enough to take Campus Crest public—even in the middle of a recession. Named 2009’s second fastest growing private real estate company in the U.S., the organization raised $380 million in an initial public offering in October 2010.
It's time Woodward & Zwolinski got a fresh face and some new digs–room to grow, if you will.