Taking Altura to new heights.
Harrison St & Link City
Property & Placemaking
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Located in the heart of Birmingham, Altura is a modern and dynamic student accommodation development from Harrison Street and Link City that offers a range of stylish rooms and amenities to make life at university exciting, enriching and stress-free.
On the inside, the building has everything a student could ever want. But its lack of brand awareness online and underperforming occupancy levels seemed to tell a different story. With our specialism in branding and marketing student accommodation schemes, we were brought on board to turn things around.
Our first step was to undertake a thorough audit of the brand and its marketing and communications channels, focusing particularly on the website, search and social media.
SEO performance was poor largely due to the building’s current name, New Bath Court, which brought in traffic from students in a completely different city, so it was clear there was a need to rename and rebrand the property. Translating this across all marketing and communications touchpoints and also the building itself in the form of signage and wayfinding.
We came up with a short and snappy name – Altura – that links back to the height of the building, one of its key USPs. We then built the foundations for the brand with an authentic story, positioning and values that the staff and students could all get behind, and worked our magic with a fresh colour palette inspired by the building itself.
Finally, we brought the brand to life with a new identity and visual language that’s fun, dynamic and eye-catching, just like life at Altura.
The brand was rolled out across a new performance-driven website, showcasing everything the building has to offer through photography and video of the amenities and life around Birmingham featuring real students living at Altura.
We also launched a social media campaign across the UK and Chinese markets to engage and inspire students with attention-grabbing content and a tone of voice that spoke directly to them in a relatable way, supported by hard-working paid social
and PPC campaigns to drive a steady pipeline of bookings.
We also launched a social media campaign across the UK and Chinese markets to engage and inspire students with attention-grabbing content and a tone of voice that spoke directly to them in a relatable way, supported by hard-working paid social and PPC campaigns to drive a steady pipeline of bookings.
Since launching the new brand, we’ve significantly increased brand awareness and bookings, with the paid campaigns alone receiving more than 4.5 million impressions and generating 8,000+ conversions.
We’ve also successfully created an engaged online community of existing residents who’ve bought into the new vision for Altura – the place that helps students reach their full potential.