The student housing market in Kingston is extremely competitive. More than 30,000 students attend Queen’s University and St. Lawrence College, and the majority of them live off-campus in nearby neighbourhoods. Kingston Student Housing Co-op (KSHC) provides co-operative living and dining for 170+ students. While they have been housing students since the 1940s, they struggled to stand out amongst the noise and have an adequate market share.
With a new build being added to their 21 houses, they needed to differentiate themselves amongst their competitors and connect with students. Today’s demographic of students are looking for a brand that shares their values, and they are using online platforms to consume information and research brands. We saw a huge opportunity to step up KSHC’s brand personality as well as boost their online presence.
Below we’ve listed a series of campaigns that have taken KSHC from average housing option to seen as some of the best accommodations for students in Kingston!
The first KSHC campaign focused on creating awareness in a very competitive student rental market, while also driving accommodation sign-ups for the upcoming school year. Sentiments that are valued by the Gen Z market such as authenticity and uniqueness drove our art direction strategy and allowed us to focus our marketing efforts towards a very targeted demographic in search of the "iconic" student life experience. Get in touch.
For our second campaign we reached students on platforms where they were already present. We found inspiration in the aesthetics of these platforms that are slowly becoming synonymous with Gen Z culture and this informed our art direction - using techniques like bold gradients and bright colour-blocking. Multiple touch-points across Snapchat, Facebook, Instagram and on the web ensured that the brand is top-of-mind to prospective tenants. Get in touch.
1st Snapchat Campaign
Snapchat proved to be the number one lead generating platform for KSHC so we decided on it for our main focus during our client’s busiest seasons. Our data collection from previous campaigns informed a strong creative element that spoke directly to our target demographic. Our thorough understanding of Gen Z students’ online content consumption and behaviour resulted in easy adoption of ad content and visible spike in web traffic, web users and rental applications. Get in touch.
Overall, KSHC’s brand is now more friendly and aspirational, and resonated with this new generation of students. The multiple touchpoints across digital platforms ensure consistency and that the brand stays top of mind to prospective students. Get in touch.