The Cottages of College Station.
Located near a major Texas university, The Cottages of College Station was voted “Best Place To Live” for 5 out of the last 6 years. Our team of digital marketing specialists at GTMA helped this off-campus student housing community with an expert lead generation strategy.
THE COTTAGES OF COLLEGE STATION.
Providing off-campus housing to Texas A&M college students, The Cottages of College Station strives to offer the best resident life experience possible while creating a tight niche community that is embedded in Texas A&M Culture and tradition. The upscale cottage-style community features 1-5 bedroom apartment options and boasts a beautiful amenity suite including a resort-style pool, 24-hour fitness center, gourmet coffee bar, spacious dog park, game room, and curated events for residents and their friends.
SERVICES PERFORMED FOR THIS CLIENT.
LEAD GENERATION.
SOCIAL ADVERTISING.
SOCIAL MEDIA MANAGEMENT.
CUSTOM AD CREATIVE.
THE CHALLENGE.
Because there are thousands of choices for off-campus student housing in and around the area, The Cottages of College Station hired the media strategy experts at GTMA for assistance boosting their online social presence, reaching their target audience, and driving qualified traffic to their site.
THE STRATEGY.
Both the organic and paid advertising campaigns targeted college students and their parents using hyper-local and story-driven content. Our lead generation and social advertising teams operated on all cylinders on behalf of The Cottages of College Station, running a variety of ads on premiere platforms to specific target audiences. The campaign reported in this story ran from January to May of 2019.
Google Search Ads.
Regional Targeting.
Google Display Ads.
In-Market; Remarketing; similar
to Remarketing Audiences.
YouTube Bumper Ads.
In-Market Audiences.
Gmail Ads.
College Student Audience.
Yelp CPC.
Hyperlocal Targeting.
Waze Geo-Targeting Ads.
Lookalike; Geo-Targeting;
Remarketing Audiences.
Facebook Social Ads.
Instagram Social Ads.
THE RESULTS.
GOOGLE ADS.
Our media strategy team developed several campaigns on Google Search and Display Network utilizing carefully curated audience groups to drive highly-qualified traffic to The Cottages of College Station website. The most relevant source of traffic for the majority of websites are those who organically search for- or land on- the site page. Our “all-time” metrics are comparable to the organic source results — which means we earned high-quality leads for the client.
GOOGLE SEARCH ADS.
71,461 IMPRESSIONS.
7,917 CLICKS.
11.08% CLICK-THROUGH RATE.
54.09% BOUNCE RATE.
2.42 AVERAGE PAGES VIEWED PER SESSION.
125 AVERAGE SECONDS SPENT ON THE SITE.
GOOGLE DISPLAY ADS.
345,528 IMPRESSIONS.
549 CLICKS.
YOUTUBE ADS.
Not only is YouTube the second largest search network in the world, it also has much more granular targeting options than other lead generation networks. The GTMA media strategy team created in-stream (skippable) and bumper (unskippable) YouTube ad campaigns to specifically targeted audience groups like renters, college students, people interested in moving, or those in the market for an apartment.
20,904 CLICKS TO WEBSITE.
YOUTUBE IN-STREAM ADS.
Full video ads that users can skip. Because the user can skip the ad, we looked at the length of time viewed before the viewer moved on.
8,368 VIEWS
OVER 30% OF VIEWERS WATCHED 50% OF THE VIDEOS.
YOUTUBE BUMPER ADS.
Unskippable ads that are 6 seconds or less in length. Due to the nature and intended marketing goal of brand awareness for these ads, we viewed impressions to gauge the success of this campaign.
77,285 VIEWABLE IMPRESSIONS.
YELP ADS.
GTMA’s media strategy team utilized our premiere industry-first partnership with Yelp to provide The Cottages of College Station with leads from the platform that refers the highest-quality traffic.
1,147 AD IMPRESSIONS.
23 CLICKS TO THE WEBSITE.
WAZE ADS.
At GTMA, we believe that Waze is a powerful platform for brand awareness, enabling our student housing clients to stand out in heavily saturated markets using hyperlocal targeting at an extremely cost-effective price.
48,398 IMPRESSIONS FROM PEOPLE IN THE COLLEGE STATION, TEXAS AREA.
643 NAVIGATIONS TO THE PROPERTY THROUGH ADS.
490 ENGAGEMENTS.
SOCIAL CAMPAIGN.
Our social media marketing specialists worked directly with the client to develop a strategic communication plan to engage with both TAMU college students and their parents in unique ways on Facebook and Instagram.
FACEBOOK + INSTAGRAM RESULTS.
154,958 LIFETIME REACH.
$2.24 AVERAGE CPM (COST PER THOUSAND IMPRESSIONS).
ORGANIC FACEBOOK.
1,768% INCREASE IN IMPRESSIONS.
260.8% INCREASE IN ENGAGEMENT.
3,752 CLICKS TO THE WEBSITE.
ORGANIC INSTAGRAM.
22.7% INCREASE IN LIFETIME IMPRESSIONS.
24.1% INCREASE IN ENGAGEMENT.
266 PROFILE CLICKS.
