The Nest at 1324 is a new take on urban student housing. Located near Temple University and designed by Bock Development Group, the Nest offers students a truly luxurious residential experience. Because the off-campus student housing market in Philadelphia is very competitive, the leadership team at Bock knew they would need to be strategic about the brand’s identity, positioning and promotion. They engaged Munroe to create a brand and marketing plan that would excite prospective Gen Z residents and compel them to action.
The Nest at 1324
Our Role
Strategy
Creative
Digital
Social
Experiences
Media
Analytics
We knew the Nest’s brand had to be authentic. Which meant it had to be simple, modern and welcoming, like the luxury high-rise itself. This insight drove every decision we made for the brand – from visual language to conversational tone and intuitive user experience.
With a goal to lease up within 15 months, Munroe developed a robust marketing strategy leveraging digital media, including behavioral retargeting, display ads on Temple-specific websites, and search engine campaigns targeting both students and their parents.
19.3%
pre-leased within first 4 months
168%
over industry standard for digital click-through rate
103%
greater digital conversion rate than the industry standard
Further enhancing our 360 marketing program was an opt-in text program, email marketing, brand ambassador and social media influencer campaigns, and various on-site open houses and events. Leveraging audience research, we also created tailored campaigns for parents – who often had the final say in where their young adult children would start to build a nest of their own.
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