1200 Broadway entered the market as Nashville’s first luxury high-rise apartment complex, featuring condo-style apartments, a state-of-the-art gym and downtown’s first Whole Foods Market. They turned to us to spread word of the building’s grand opening and help lease-up 333 available units. When COVID-19 struck just three months into the leasing process, our team had to take a fresh approach to meet our goals.
Even a global pandemic can’t slow down demand for a luxury living experience.
Develop a highly targeted, integrated marketing campaign to infiltrate Music City’s crowded leasing market. 1200 Broadway’s key messages were simultaneously shared across print and digital earned media outlets, print and digital advertising placements, three social media channels, influencer communications, community outreach initiatives and more.
We developed a comprehensive marketing plan spanning from media relations to influencer partnerships and everything in between. We began sharing relevant content on social media three months before the building opened to generate buzz, facilitating giveaways with relevant neighborhood organizations. Our team handled all content creation, including photography, for Facebook, Instagram and LinkedIn. Additionally, advertising placements were selected in local lifestyle magazines, digital outlets and event print media. Each placement was curated by our team to reach 1200 Broadway’s specific target demographics. Finally, even during COVID-19, we maintained relationships with local media and community organizations and regularly reached out to share announcements. Our team remained nimble with our strategy through lockdown to ensure we brought maximum value to the property.
Although COVID-19 slowed leasing in the spring of 2020, our communications efforts helped the leasing team bounce back and achieve almost 90% occupancy by December 2020. In total, we secured over 85.2 million impressions across print, digital and social media channels in our 16-month partnership. We also grew the property’s Instagram following by 273% and Facebook page by 100%.