Student Housing Marketing Case Study

The Tribe Case Study

GRO's creative and digital strategy helps The Tribe dominate the market and rapidly achieve 100% occupancy

Introduction

The Tribe Tallahassee is an elite student housing community located on the Florida State University (FSU) campus in Tallahassee, Florida. Set to open in Fall 2025, The Tribe boasts 693 purpose-built beds, offering luxurious and convenient living spaces tailored to meet the diverse needs of students. With a range of floor plans from cozy one-bedroom units to spacious five-bedroom homes, The Tribe Tallahassee promises to redefine the college living experience by combining luxury, convenience, and proximity to campus life.

The 908 Group selected GRO, their proven partner in past successful lease-ups, as the creative and marketing force behind The Tribe’s leasing strategy. Our mission was to craft a visual identity that would positively resonate with FSU students. Once the identity was developed, the focus would shift to launching a vibrant, multi-channel digital marketing campaign, meticulously crafted to engage FSU students at every step of their housing decision-making journey.

Industry

Student Housing

Location

Tallahassee, FL

Involvement

Logo / Visual ID
Website Design
Paid Search Advertising
Geofence Advertising
Meta Advertising
SEO

Client

908 Group
Asset Living

Challenges

Entering the Tallahassee student housing market posed significant challenges for The Tribe Tallahassee:

High Competition: Florida State boasts approximately 34,900 purpose-built beds across 75 competitor properties, making it one of the most competitive student housing markets.
Market Saturation: Standing out in a crowded market with numerous established properties required innovative and strategic marketing approaches.
Awareness Generation: Building brand awareness and generating interest months before leasing began was crucial to ensure full occupancy upon launch.

Solutions

Brand Identity Development

Logo Design: Crafted a distinctive and memorable logo that encapsulates the luxury and community spirit of The Tribe Tallahassee.
Visual Identity: Established a cohesive visual identity across all marketing materials to ensure consistent brand representation.

Website Development

User-Friendly Design: Built an engaging, well-designed website optimized for user experience to capture and convert leads effectively.
Lead Generation: Implemented features and calls-to-action (CTAs) strategically placed to encourage potential residents to inquire and sign up.

Digital Marketing

Search Engine Optimization (SEO): Enhanced organic search visibility to drive substantial website traffic.
Paid Search Advertising: Utilized targeted Google Ads to reach potential students actively searching for housing options.
Paid Social Advertising: Leveraged platforms like Meta (Facebook and Instagram) to build brand awareness and engage with the student community.
Geofence Advertising: Deployed geofencing techniques to target ads to individuals within specific geographic areas, particularly around the FSU campus and College Town.

Web Design / Ad Design / Site Map Design

Implementation

Pre-Launch Awareness: Initiated geofence and Meta Ads campaigns several months before leasing began to generate buzz and anticipation.
Integrated Marketing Efforts: Ensured all digital channels worked synergistically to reinforce the brand message and drive conversions.
Continuous Optimization: Monitored campaign performance in real-time, making data-driven adjustments to optimize results and ensure efficient budget allocation.
Engaging Content: Developed high-quality content, including visuals and copy, that resonated with the target audience and highlighted the unique features of The Tribe Tallahassee.

100% Leased in Lightning Time!

The Tribe Achieved full occupancy within weeks of when leasing began for the 2025-2026 season, a significant milestone in a market, when the rest of the market was only pre-leased at 35%. Best of all, since GRO was able to help Tribe lease up so quickly, The Tribe was able to save on marketing expenses, ultimately boosting NOI!

The Numbers

Leased!

0 %

Paid Conversions

Website Visits

Organic Web Key Events

Google Conversion Rate

0 %

Google Cost Per Conversion

$ 0

Google Business Calls

Meta Conversions

Stats Timeframe: August 2024 to November 2024