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Mountain Lofts
Elevated Student Living

PR Plan & Media Kit

July 2015
Skylar Oliver

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Table of Contents
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Executive Summary
Situation Analysis
o Client Description
o Client History
o Geographical Factors
o Past and Present Advertising
o Main Competitors
S.W.O.T Analysis
Target Audience
Marketing Goals
Promotional Goals
Budget
Timeline
Survey
Media Alert
Creative Items
o Poster
o Direct Mail
o Banner Ad (Online)
Media Kit Included in Back

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13-14
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Executive Summary
Mountain Lofts apartment complex opened in the Fall of 2014 and is BYU-Idaho
approved student housing. The complex is one of the biggest in Rexburg, with 1,072
beds and over 100 units. Mountain Lofts opened under Innovative Property
Solutions, and has since undergone a management transition. A corporate
management company, Cardinal Group, now manages the complex.
Currently, Mountain Lofts has a successful social media presence, however it can be
improved. It needs more followers on all platforms in order to reach more of its
target audience. To achieve this, objectives, strategies and tactics have been laid out
in the following plan to help with social media expansion. The objectives include:
o Increase followers on all social media accounts by 200 followers.
o Increase attendance at complex events by 25% through social media
promotions.
Mountain Lofts also needs to improve its leasing numbers, and retain residents. Its
current reputation includes poor management relations with residents, which is
resulting in large turnovers each semester. In this plan, recommendations have
been made to help with this problem, and improve the complexs reputation. Some
of the objectives for leasing include:
o Increase leasing numbers by 5%.
o Retain 70% residents for multiple semesters.
With this plan, Mountain Lofts will excel in upcoming semesters and will improve
not only its social media and event attendance, but will also keep residents and
students living there for multiple semesters.

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Situation Analysis
Client Description
Mountain Lofts is an approved student-housing complex for Brigham Young
University Idaho. Mountain Lofts is currently the biggest student living complex in
Rexburg, and has 1,072 beds and 161 units. There is both a mens and womens
building, which are connected by a five-story parking garage. Mountain Lofts has
many amenities for its residents, including a two-story clubhouse, two workout
facilities, a study lounge, yoga room, game room, movie room, fire pit, and more.
Mountain Lofts also is the only apartment complex that has dual level floor plans,
giving residents the option to live in a townhome style apartment. The complex is
pretty competitive with surrounding complexes price-wise, but is definitely on the
more expensive end of the spectrum. Currently, the complex is at 62 percent capacity,
but stands at 92 percent pre-leased for the upcoming Fall 2015 semester.

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Situation Analysis
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Client History
Mountain Lofts first opened in the Fall of 2014, and is one of the newest apartment
complexes in Rexburg. The construction and completion of the complex was made
possible by Kayne Investment Group, who also hired Innovative Management
Solutions to be the portfolio manager of Mountain Lofts. Ben Rhodes was the first
property manager, along with Ashley Boyd and Kristen Schaat, under the direction of
Innovative. In early April of 2015, Innovative declared bankruptcy and Kayne
decided to take Mountain Lofts in a new direction. An all-new management team was
hired, along with a new corporate management company. Today, Mountain Lofts is
under the direction of Cardinal Group Management, a national portfolio management
company headquartered out of Denver, Colorado.
The general property managers of the complex are Danielle Felten and Vanessa
Johnson, along with the help of the Leasing Team Lead and Marketing Director,
Alexa Hollman. The complex also has six Community Assistants and a maintenance
staff, who are all students at the university and live on-site.

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Situation Analysis
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Geographical Factors
Mountain Lofts is considered off-campus housing and is located at 538 South 2nd
West, right by The Gates and across the street from Nauvoo House. Its location is a
great selling point for students, considering it is approximately a five-minute walk to
campus from the complex. Its location is also desirable because it is on the South end
of Rexburg, which is known to be the more social side of campus, and it is within
walking distance of many other complexes.
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Situation Analysis
Past & Present Advertising
In the past, the Mountain Lofts team mainly used Facebook, fliers and posters for
their advertising and marketing. Since the grand opening, they have been working
with the Dealio, who runs all of their social media, as well as promotes various
complex events.
Currently, Mountain Lofts uses direct mail and social media, and has active accounts
on Facebook, Instagram and Twitter. Also, Cardinal Group has a corporate creative
team who is in charge of the Mountain Lofts website, as well as designing all of the
complexes promotional posters and fliers. The complex also has recently invested in
promotional products with their logo that they give to residents and future residents
that take a tour of the facility. These products include tumbler cups, EOS lip balm,
and protein shaker cups.
In regards to their social media, Mountain Lofts will need to increase its followers in
order to reach its target audience. It will also need a more cohesive social media
timeline, so that the team members post more frequently and consistently. Also, a lot
of the monthly budget goes to the Dealio, which is unnecessary spending when
Mountain Lofts has the staff and resources to manage its own social media accounts.
There is also a lot of miscommunication in regards to the corporate creative team
sending their designs to Mountain Lofts, and then Mountain Lofts having to send
those designs to the Dealio. Mountain Lofts could cut out the middle-man, and have a
more unified brand if they fired the Dealio and took control of their social media
themselves.
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Situation Analysis
Main Competitors
Mountain Lofts main competitor is NorthPoint, a complex that is located on the
North side of campus. NorthPoint is owned and managed by the Vandersloot family,
who also own Melaleuca Inc. NorthPoint is almost the same size as Mountain Lofts,
and also houses both men and women. NorthPoint has a lot of amenities as well,
including restaurants on its lower level, which is a disadvantage to Mountain Lofts
because it doesnt have a competing feature. The only thing that comes close is
Mountain Lofts micro-mart, located in its leasing office, which is a 24-hour market
with drinks, candy, and various snack items.
Because NorthPoint is owned and managed by a singular family, its budget is bigger
than Mountain Lofts and it is able to give discounts and gifts whenever because it
doesnt have to consult with a corporate company. Fortunately, even with its extra
amenities, NorthPoint is at almost the same leasing numbers as Mountain Lofts for
the upcoming semester, meaning that students like Mountain Lofts just as much as
NorthPoint.
Other competitors include The Willows, The Towers, The Gates, Nauvoo House and
Windsor Manor.

NorthPoint

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S.w.o.t Analysis
Strengths
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Micro-Mart
Location
Size
Corporate funding

Weaknesses
o Poor communication with residents
o Weak social media marketing
o Poor attendance at planned events

Opportunities
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Very nice apartments

In-house laundry
Multiple floor-plans
Competitive pricing.

Threats
o Competing apartment complexes
o Fewer amenities
o No rent discounts

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Target Audience
The target audience for all of Mountain Lofts advertising and marketing is young
adults, ages 18-25. They are currently enrolled in college, and either are working
part-time, or not at all. They are single with no children, and have an annual income
of less than $20,000. They are heavy Internet users, and spend the majority of their
time on social media and other websites. They are religious, predominately Mormon,
and are mostly Caucasian. They enjoy being outdoors, gathering with friends at social
functions, and dating.

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Marketing Goals
Marketing Objectives
o Increase leasing numbers by 5%
o Retain 70% residents for multiple semesters

Marketing Strategies

o Ask residents through questionnaires and surveys what they like and
dislike about living at Mountain Lofts.
o Improve resident/management relationships through events and
activities in which residents feel their voice will be heard.
o Run renewal and early bird specials, encouraging students to sign
contracts for a discount. This will increase leasing numbers.

Marketing Tactics

o Email survey to all residents mid-semester. Provide incentive for

answering survey questions honestly.
o Hold a Meet n Greet luncheon twice a semester where free food is
provided. Managers will be at the luncheon ready to talk with residents
and create relationships.
o Email all current residents about discounts and specials, and use word-ofmouth advertising every time residents and future residents come into
the leasing office.
o Post discounts and specials on all social media, as well as on the
Mountain Lofts website.
o Place fliers in all mailboxes detailing rent specials, as well as upcoming
events and activities.

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Promotional Goals
Promotional Objectives
o Increase followers on all social media accounts by 200 followers
o Increase attendance at complex events by 25%

Promotional Strategies

o Utilize social media contests to encourage residents to follow Mountain Lofts on

all social media platforms.
o Offer prizes to people that come to an event.
o Ask residents through a survey what events they would enjoy attending.
o Hold contests throughout events to keep residents and friends at the event the
entire time.
o Utilize content writing on the Mountain Lofts website to increase SEO.

Promotional Tactics

o During check-ins for the upcoming semester, offer prizes for the best picture
posted with a specific hashtag, and give away free promotional merchandise for
residents who like the Facebook page or follow Mountain Lofts on Instagram
and Twitter.
o For every event, advertise up to a month in advance on all social media, and
use fliers and posters to spread the word that prizes and giveaways will happen
at events.
o Give away raffle tickets to residents upon entry to an event, and do drawings
throughout events. Give away desirable prizes such as headphones, T-shirts,
long boards, etc.
o Create a hashtag for every Mountain Lofts event so that students can post
pictures on their own accounts while helping advertise.
o Go through the Mountain Lofts website and make sure that the content writing
guidelines are being followed with the use of key words and phrases, and create
a Google+ account for Mountain Lofts to help boost Google SEO.

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Budget
Advertising/Promotional Budget
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Social Media Advertising

Promotional Merchandise
o T-Shirts with Logo (175)
o Tumblr Cups with Logo
o EOS Lip Balm with Logo
o Protein Shaker Cups with Logo
Promotional Fliers (2000)
Online Ads (1 year)
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Total

Free
$400
Free (already have)
Free (already have)
Free (already have)
$71.59
$307.22
$778.81

Event Budget
Prize Budget for various events
Music DJ (per dance)
Decorations
Food and Drink

$300
$300-$500
$200
$500

Total

$1500

Grand Total

$2278.81

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Timeline
All of the above strategies and tactics should be put into effect immediately for
the greatest success, with the exception of check-in promotional offers. Because
the target audience is BYU-Idaho students, the timeline will run on a semester
long basis, with some of the strategies repeated to gain more of a following on
social media, and increase overall resident satisfaction.

Social Media Timeline

o September 11, 2015 September 13, 2015 (Check-in for Fall semester):
Promotional giveaway. Free merchandise given to residents if they like
the Facebook page, follow on Instagram or Twitter.
o September December: Daily social media posts with various hashtags,
as well as one hashtag competition per month. Best photo posted on any
social media with assigned hashtag gets a prize.
o Twice a month resident shout outs on social media. This improves
employee/community relations.

Event Timeline
o September 2015: Back to School dance.
o October 2015: Halloween carnival with games, entertainers, haunted
maze, dance party, etc.
o November 2015: Hashtag contest for Thanksgiving #begrateful. Winner
receives Beats by Dre Headphones.

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Suggested Survey
This survey is intended to measure how satisfied residents are with living at
Mountain Lofts Apartments, and if they will live at the complex in future semesters
and/or refer friends to live there.
For the following questions, please circle the best answer.
1. What is your gender?
o Male
o Female
2. What year are you in school?
o Freshman
o Sophomore
o Junior
o Senior
3. How long have you been living at Mountain Lofts?
o This is my first semester
o This is my second semester
o This is my third semester
o This is my fourth semester
4. Upon move-in, how satisfied were you with the check-in process?
o Extremely satisfied
o Very satisfied
o Somewhat satisfied
o Slightly satisfied
o Not at all satisfied
5. Upon move-in, how satisfied were you with the cleanliness of your apartment?
o Extremely satisfied
o Very satisfied
o Somewhat satisfied
o Slightly satisfied
o Not at all satisfied

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Suggested Survey
6. How satisfied are you with the management?
o Extremely satisfied
o Very satisfied
o Somewhat satisfied
o Slightly satisfied
o Not at all satisfied
For the following statements, please indicate whether you agree or disagree.
7. I feel like the management knows who I am and cares about my problems.
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree
8. I am comfortable going to the office with questions and concerns.
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree
9. I enjoy living at Mountain Lofts, and will return in future semesters.
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree
10. I will refer others to live in here future semesters.
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree
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Media Alert
July 1, 2015
Moun ta in Lofts B a ck to School C ar niv al E vent E x pec ted t o b e Big g est E ven t of
t he Y ea r in Rex b urg
REXBURG Idaho
Who:

Mountain Lofts Apartments

Sponsoring Back to School carnival with community vendors and entertainers.

When:

September 19, 2015. Street carnival 11 a.m. 4 p.m. Rooftop Dance 8 p.m. 12 a.m.

Where:

Mountain Lofts. 538 S. 2nd W. Rexburg, ID 83440

Additional Information
o Community vendors including Karie Annes, Snoasis, Wells Fargo, Broulims, etc. to attend
and have booths and food.
o Taylor Chevrolet of Rexburg to give away brand new car in raffle.
o Rooftop dance party after the carnival event with DJ Cub.
About Mountain Lofts
Mountain Lofts apartment complex opened in the Fall of 2014 and is BYU-Idaho approved student
housing. The complex is one of the biggest in Rexburg, with 1,072 beds and over 100 units.
Mountain Lofts opened under Innovative Property Solutions, and has since undergone a
management transition. A corporate management company, Cardinal Group, now manages the
complex. Mountain Lofts is known as being a social complex, and wants to become more involved
in the Rexburg community.
To purchase tickets, please go to Mountainloftsrexburg.com, or visit the leasing office today.
Contacts
Community Manager
Danielle Felten, 208.356.5638
Danielle.Felten@mountainloftsrexburg.com

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Poster

Party on the
[S eptember 12, 2015] [M ountain Lofts Roof] [8 pm1 am]

Rooftop
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Direct Mail

Looking for BYU -I A pproved H ousing This Fall?

Mountain Lofts H as G ot You C overed.

Take a Tour
W ith U s Today!
208.356.5638

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538 S . 2nd W .
Rexburg, ID

A pproved Men and W omens housing. G ym

fac ility, mic ro-mart, townhome style floor plans,
and more!

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Banner Ad

Live Life E levated at M ountain Lofts Rexburg

208.356.5638 M ountainloftsrexburg.c om

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Media Kit
News Release
Fact Sheet
Backgrounder
Pitch Letter
Graphic Elements