GRO won the award for their mobile marketing efforts for Aero on 24th in Gainesville, Florida.
TUSCALOOSA, AL (July 14, 2021) — GRO Marketing (GRO) has won the Innovator Award for Best Mobile Marketing Campaign at the National Multifamily Housing Council (NMHC)/InterFace Student Housing Conference in Austin, TX.
“I’m very pleased that the hard work and dedication of the GRO and Asset team has been recognized by Student Housing Business for a second year in a row,” said Matt Pavlick, President of GRO. “Reaching college students in a pandemic environment certainly had its challenges, but constantly communicating and making smart, fast marketing decisions proved to be a winner in an ultra-competitive Gainesville market. I couldn’t be more proud of the team for this accomplishment.”
The Innovator Award was awarded to the off-campus project that had the most success and best innovation with it’s mobile marketing campaign. GRO and Asset Living (Asset) teamed up to develop and execute lease-up marketing campaigns for Aero on 24th, a student housing community located a mile and a half from the University of Florida.
“March 2020 forced everyone to change the way they approached their marketing strategy. For us it wasn’t a question of how we could increase our digital marketing, it was how we could be better digital marketers,” said Alex Abernathy, VP of Lease-up Marketing at Asset. “GRO brought every possible solution to the table, and we worked together to refine a strategy for Aero. GRO stayed ahead of the curve and contributed in a big way to the success of the community in a tough environment.”
With COVID-19 in full swing, GRO focused the majority of its marketing efforts toward digital platforms, most notably retroactive and addressable geofencing. Aero successfully pre-leased the property to over 95% occupancy. With over 58 properties in the ultra-competitive Gainesville market, five of which were new developments, Aero ended the leasing season with the highest pre-lease rate, and experienced little to no turnover.
About GRO Marketing
GRO Marketing is a full-service marketing agency specializing in digital marketing, creative services, brand development, SEO and social media. The agency’s client roster spans from local to national businesses in 105 US markets with a focus on student housing, healthcare, retail, e-commerce and entertainment industries. To learn more, visit letsgro.io.
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