For this off-campus student housing property located near San Diego State University, which Playboy ranked the No. 3 Best Party School in the U.S. in 2009, the marketing team at Carmel Partners appealed to that “San Diego State of Mind.”
BLVD63 is located just over a mile from campus, which is only a 20-minute drive to San Diego’s popular Ocean Beach. Carmel Partners positioned the property as a destination, with a resortlike lifestyle with amenities including pool cabanas and hammocks, as well as a 7,000-square-foot fitness center complete with an indoor–outdoor yoga and spin studio.
The relaxed SoCal vibe with urban conveniences matches the highly social and active population of undergraduate and graduate students in the area. Carmel strongly branded the BLVD63 name with a logo that stands out, even among retail chains, and can be seen distinctly throughout the property and on every piece of marketing material.
One of the best marketing materials in this campaign is the website. It’s simple and easy-to-use but sticks to a fun, youthful design matching its targeted millennial demographic. Candid images of a youthful couple on the beach, in a car with wind in their hair, their phones in their hands, and on bikes and skateboards, appear on every page, appealing to the authenticity this generation seeks.
The marketing team also created a van wrap with photos of the amenities and logo imprinted over top that was placed on the shuttles that travel throughout the SDSU campus and surrounding neighborhood.
As Carmel’s first attempt at a fully branded community, the campaign helped BLVD63 achieve its pre-leasing and yearlong goals ahead of the school year in 2014.