Marketing & Media

Depending on focus group results, students are reached through a variety of channels. Marketing campaigns sent through online and social media channels, as well as more traditional formats such as print, billboards and campus marketing.

Campus Marketing Campaigns

Students listen to each other more than a developer so that is exactly who communicates The Woodlands brand to them. Campus Marketing leaders right out of college assemble undergraduate teams to be on campus every day promoting and talking about Dovetail properties with other students.

State-Of-The-Art Leasing Centers

All traffic generated by advertising & marketing is funneled into a scripted tour at a local leasing center or clubhouse. Students are given tours through an existing property or an interactive and image-rich leasing center ending at paperwork where student leasing agents execute the lease document. Almost all communication with students is peer-to-peer.

In-House Creative Department

Leasing progress is always in flux and requires flexibility and fast reaction times to create promotions that capitalize on last minute advertising opportunities and custom campaigns that traditional external agencies could never turn around in time. In addition to leasing operations, this department also brings a design function to the development to ensuring properties are meeting the wants and needs expressed by students.

Performance Metrics

Traffic trends are captured every day in real-time at each leasing center or clubhouse. Reports are generated showing Traffic Sources, Web Traffic, Ad Response, Floorplan Absorption, Closing Ratios, etc. Additionally, all Web and social media traffic is reported and correlated to traditional and campus marketing efforts to watch effectiveness of each campaign.