Live This Way
48west has operated at full capacity every year since the campaign’s inception.
About the project
DPro created a new and exciting way to unveil the up and coming 48west apartment community in a phased approach by launching a website, digital display and integrated social media campaign. The success of the campaign led to the production of all current lifestyle imagery and marketing collateral.
48west wanted to center their brand on the students that were looking to live off campus. They were growing in number of apartments offered, so they wanted to reach as many students as they could. Phase 2 began when DPro promoted videos using the living community within 48west to inspire other students to live there. This provided a glimpse to prospective residents with a series of lifestyle videos featuring actual students living at 48west complex.
What 48west used to stand out amongst the other off-campus apartments was the tagline “live this way”. The tagline gives students an opportunity to expand their vision of what student housing looks like. The strategy at hand was to focus on the features the apartments had to offer, so the message was clearly received that students love to live at 48west.
Run by Investment Property Associates, LLC, 48west is located in Allendale, Michigan and offers students a friendly and affordable community to live during the school year and beyond. DPro successfully reached 48west’s target audience to exceed the occupancy goals each year. Together, we established well executed brand development and content marketing for 48west to attract new residents now and in the future.