A hyperlocal digital campaign built to convert purpose into action

Broadway 1221, an apartment complex in the heart of San Antonio burgeoning downtown district, wanted to publicly reconfirm their commitment to the city. They chose to offer a move-in special to teachers working in one of San Antonio’s more economically challenged and ethnically diverse school districts, SAISD.

Herospace created a custom audience focusing on education level and job industry along with demographic and attitudinal qualifiers. This campaign was a geo-targeted Facebook campaign inside SAISD and surrounding areas. Herospace launched a look-alike campaign based on the client’s prospect list narrowed down with the demographic and attitudinal qualifiers. Along with Jeff’s Journeys, we created a digital ad campaign using a blend of photos and video storytelling to produce a highly successful one-month marketing campaign. All audiences were presented Facebook ads (static, carousel and video) highlighting the special offer, directing them to a custom landing page to learn more details. Herospace designed and developed landing page/s to showcase the apartments and the neighborhood, the main call-to-action was an email capture. A unique phone line was created to funnel leads for the campaign, as well.

Broadway 1221 received 46 leads in 30 days.

The average click-through-rate for the Facebook campaign was 1.80%, well above the industry average at the time, .99%. The average cost per click was for the Herospace campaign was $0.50, well below the industry average at the time, $1.81. The cost per acquisition was $64.34.