CASE STUDY:
#LOVECRB — CRB Resident Live Events Campaign
Creativo Advertising was engaged to design and execute an exciting resident events campaign across Ontario in support of CRB (Certified Rental Building Program). The events involved multiple components including education for the CRB Program, a memorable event experience for the residents, contests and giveaways to drive engagement, social media influencers to champion the campaign and spread the word, video creation as well as surveys and data collection. The #LOVECRB campaign was hugely successful for both property management companies and residents.
PROJECT SCOPE
- Event creation and execution
- Event management
- Contesting and giveaways
- Design of extensive collateral
- Print of marketing materials
- Promotional materials
- Video production
- Source and secure influencers
- Surveying and data reporting
The Strategy
- Hire self-starter type staff who were outgoing and efficient to assist with the execution of 80 #LOVECRB events across Ontario
- Employ Influencers to help spread the word and educate residents about the CRB Program
- Bring in a “fun” event element such as challenges to increase the user experience (ie. Residents attending the #LOVECRB barbecues)
- Entice residents to participate in surveys with gift cards, giveaways and contesting]
- Use video and social media to build awareness about the CRB Program
PROJECT MANAGEMENT
Over the course of 3 motnhs, Creativo Advertising hired, trained and led twelve staff members as part of two teams who worked on the front line to educate residents, execute surveys and engage in date collection. In addition to the #LOVECRB dedicated staff, Creativo Advertising also managed 6 influencers to run resident challenges for prizing and giveaways. Also, Creativo also oversaw all influencer-driven content. Our team also liaised with 10 different property management companies across 40 different properties around the GTA.
MARKETING & COMMUNICATION OBJECTIVES
- To demonstrate that living in a CRB-approved building represents professional & caring property management
- CRB member buildings represent the very “Best of the Best” of apartment living in Toronto at all economic levels of communities
- Gather the untold story of the thousand of residents who are completely happy with their apartment home
CHALLENGES
- Staging 80 events across the GTA at 40 different locations, rain or shine would be a huge logistical and organizational undertaking
- Sourcing, training and managing twelve eager staff who could run events with enthusiasm
- Educating residents who had little to no knowledge to embrace the CRB Program
- Convincing over 2837 residents to data share and participate in surveys in support of the CRB Program
- Evaluating data in a scientific and time-efficient way to deliverable valuable results to the client
Marketing Goals
- Build awareness with Toronto renters, and City Council Members that CRB-approved buildings are professionally managed, and that residents have high satisfaction levels
- Environmental Leadership with 1,000s of GTA Renters
- Change the level of discussion at the Tenants Issues Committee (L&S)… from completely negative to something positive
- Begin the discussion to change the context of the term “Landlord” to Professional Property Management
- Create a stronger brand presence to the public
- Collect feedback/data direct from residents to create an industry benchmark for overall resident satisfaction living in CRB-approved building
- Provide value added for CRB members through being present and interacting with their residents at their planned events and giving away cash prizes on the spot
Social Influencers
Creativo Advertising focused its efforts on Facebook and Instagram. A dedicated CRB Instagram page was created to promote the #LOVECRB campaign. Creativo worked to build the page with targeted and appropriate followers.
6 talented and resepected influencers were engaged to create valuable content, videos and engage in Instagram lives to ensure a stronger brand presence for CRB. Some bloggers also wrote blog posts in support of the CRB Program as additional value.
Furthermore, #LOVECRB hashtag was created for use on social media, for influencers and for promotional and marketing collateral.
Marketing Collateral & Promotionals Material
- Design & Print (collateral, event tents, promotional item design, ballot boxes, signage, banners, flags, t-shirts for staff and giveaways)
- Contesting, Giveaways, Ballots (visa gift cards – approximately $8,000 in cash prizes, t-shirts)
- Promotional items (seed boxes, environmental toilet test tablets)
Social Media Strategy
Creativo Advertising focused its efforts on Facebook and Instagram. A dedicated CRB Instagram page was created to promote the #LOVECRB campaign. Creativo worked to build the page with targeted and appropriate followers.
6 Influencers were engaged to create valuable content, videos and engage in Instagram lives to ensure a stronger brand presence for CRB. Some bloggers also wrote blog posts in support of the CRB Program as additional value.
Furthermore, #LOVECRB hashtag was created for use on social media, for influencers and for promotional and marketing collateral.
The Results
We were able to achieve outstanding results within an extremely short time. From start the finish, the campaign continued for three months. We completed 40 physical resident bbq events over the summer. A total of 2,837 residents that attended these events filled out a ballot and completed the resident satisfaction survey.
This campaign established a benchmark for the apartment industry. The results provided a total average of 89.43% overall resident satisfaction while living in thier CRB-approved building. We are very pleased with the results – have a look!
Resident BBQ Events in 90 Days
Apartment Communities
Residents Surveyed for Satisfaction
Overall Resident Satisfaction
View more case studies
