The Campbell Case Study

The Campbell’s campaign was designed to engage students at every point in their housing decision-making process. A strategic mix of social media advertising, geofence display advertising, paid search advertising, and SEO kept The Campbell present from the awareness stage through the final decision. Whether students were en route to class, having lunch, or checking their phones before bed, The Campbell’s ads were a constant presence in the months leading up to leasing season.

Geofencing and Display Advertising. For the awareness phase, we combined geo-targeting and geofencing to capture students’ attention across display and social platforms, setting geofences around competitor properties, classrooms, dorms, and other FSU and Tallahassee landmarks for frequent, targeted interactions.

Paid Search Advertising. A significant portion of budget went to Google Search Ads focused on highly specific terms such as “Tallahassee student apartments” and “FSU student housing,” while deliberately excluding broader housing terms to concentrate spend on qualified traffic.

The campaign reached 100% occupancy in just 3.5 weeks, setting a record for the fastest new student development lease-up in the Tallahassee market’s history. It is a testament to targeted, multi-channel marketing and seamless collaboration with the on-site leasing team.

Financial efficiency was a standout: with a cost per conversion of only $12, far below the $50 industry benchmark, the campaign’s rapid success enabled The Campbell to conserve eight months’ worth of marketing budget.