Campaign Targets Apartment Communities and Consumers Alike with Unified Marketing Communications Messaginge
CHICAGO (August 6, 2012) — Apartments.com, the leading Internet Listing Service (ILS), unveils an integrated marketing program designed to drive even more would-be-renters to apartment communities across the country. Whether it is a renter seeking out a great new apartment, or a property manager looking to attract the greatest number of qualified renters, Apartments.com answers both needs by offering unmatched reach, visibility and resources to deliver the perfect fit. It is this very message that is brought to life in a newly minted campaign, rolling out in a variety of print and online vehicles starting in late July, 2012.
Designed to increase market awareness for the brand and drive consumer engagement on the Apartments.com website, the program targets dual audiences: the consumers who use ILSs to seek out rental properties, and the property managers and executives of apartment communities who make or influence decisions about where to advertise.
“No other ILS can provide more exposure to listings,” states Susan Bryant, vice president of marketing for Apartments.com. “We want our advertisers to think of Apartments.com as an extension of their marketing department, increasing awareness and driving leads and leases. When we distilled the benefit of Apartments.com down to its true essence, we found it was the same for both our consumer and trade audiences: Apartments.com unlocks the perfect fit. That is true whether you are a renter seeking the perfect apartment in the perfect location or a property manager seeking qualified renters.”
Tagged with the line, “Find your perfect fit,” the Apartments.com program plays off the positive feelings that people experience when they’ve discovered precisely what they’re seeking in an apartment or potential new resident.
Headlines paired with bold, close-up portraiture of consumers and property managers in their “moments of discovery” inject a strong human interest angle. On the consumer ads, the copy offers a short vignette about their discovery of the perfect new place to live – the solution to their specific problem. These stories are also reflected in ad copy for the trade-side advertisements, a unique approach that helps to conceptually provide that rental solution and link together both sides of the campaign. Additionally, each character pictured in the series holds an iconic green key representing the power of Apartments.com to unlock opportunities, providing a consistent and memorable graphic hook to help tie together all elements of the campaign and pay off the “Find Your Perfect Fit” tagline.
Media buys for the program are expected to log more than 100 million impressions. In addition to print ads and online units that target respective trade and consumer audiences, spots on Pandora radio and XBOX 360 will boost visibility among important consumer subgroups of young adult males and women aged 24-35.