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Four Communications Group

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying, Public relations (PR)

The challenges

With over 4,400 rooms in seven zone 1 and 2 London locations to lease mid-cycle, Greystar asked Four to create and implement a brand and marketing strategy for its portfolio of central London properties offering student accommodation.
 
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The solutions

A unique brand + brand toolkit + visual and experiential approach

The brand and marketing strategy was based on detailed research and experience of the target audience, which highlighted that our audience is unique, global, inquisitive and individual. They are sophisticated consumers. They are ambitious and career-minded. They are mostly reached internationally online; and secondarily physically in London.

Branding work included everything from naming to creative look and feel and comprehensive brand guidelines, as well as identifying key USPs and a Core Offer.

The integrated marketing campaign followed a strategy of maximum ROI based upon a thorough understanding of the key audiences. As an approach it was all encompassing, but largely focused on digital and experiential outputs. Particular focus and investment was made in the website and in hosting events to help residents enjoy their studies, share experiences and make the most of Chapter’s amazing spaces and service, and of course London.
 
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