Picture someone who knows their way around both a grocery store and a kitchen. Someone who can pick out a handful of ingredients and turn them into something edible. An average adult, really.
Are you picturing them? OK, good. Now picture the exact opposite. That’s me.
My cooking struggles are worthy of a documentary—the antithesis of the awe-inspiring “Chef’s Table,” we’ll say. People will watch, they’ll laugh, they’ll cringe as I attempt to cook a family-size pack of chicken breasts on the George Foreman. They’ll wonder how I made it to 29.
Meanwhile, I’m wondering why I can’t just snap my fingers and have a meal placed in front of me, the heavy lifting already done. All that’s left to do is stir.
Is that so much to ask?
Not at Bozzuto, it isn’t.
Two years ago, the Washington, D.C.-based apartment management company wanted to create a “campaign in a box” that was inclusive of everything a property team would need to plan a great prospect or resident event, create engaging social content, offer creative leasing and resident referral incentives, conduct neighborhood outreach and more.
Imagine the metaphorical grocery shopping is already taken care of. No more wandering around the meat aisle, Googling what “rib meat” means, exactly. (Just me?)
“It began as a fun way to build a themed campaign around something relevant during the May time period,” says Kelley Shannon, VP, Consumer Marketing, Bozzuto. “We brainstormed and ultimately decided upon a Kentucky Derby theme. We wanted the campaign to be fun and clever, but also super easy for our communities to use to produce great events and communications for prospects and residents.”
Shannon says the campaign was met with such enthusiasm that she decided to do it again in June, creating a “Live the Sweet Life” themed campaign. Her team provided a guide complete with open house ideas, leasing incentives, photo banks for flyers and social media, and recipe, menu and decoration ideas to create the perfect lemonade stand at each property.
Lemonade: One thing I can actually make.
Bozzuto has since created nearly one “campaign in a box” per month—including fun twists on pet events, photo contests, fitness events and local business outreach. With themes ranging from “Fall in Love with Bozzuto” to “Celebrate Local,” “Paint Our Town Pink” and October’s “Find Your Bozzuto Fit,” Shannon’s team works to ensure that their themes are varied and broad enough to appeal to different property types and markets.
Shannon says the property teams have responded very positively to the campaigns, and are surveyed every month to gauge what materials were relevant and useful—as well as what they would like to see included moving forward.
A three-course meal, if we’re putting in personal requests.
For more, check out “Think Inside the Box” in the June issue of units Magazine.
Lauren Boston is NAA’s Staff Writer and Manager, Public Relations. Unsurprisingly, she writes a lot—most often for units Magazine and as a weekly blogger for APTly Spoken. She enjoys making people laugh, sharing embarrassing childhood stories and being the (self-proclaimed) Voice of the Apartment Industry. She welcomes feedback, unless it’s negative (in which case, please keep it to yourself).