Transforming The Everson with Asset Living
In 2022, Western Carolina University’s new on-campus living requirements reshaped the student housing market in Cullowhee, NC. With fewer students seeking off-campus housing, Catamount Peak faced intense competition and a 74% occupancy rate. Asset Living partnered with Poetic to reimagine the property’s identity, enhance its digital presence, and appeal to upperclassmen.
The Solution
Poetic collaborated across its core departments—Creative and Branding, Hosting and Support, and Digital Marketing—to deliver a cohesive strategy that transformed Catamount Peak into The Everson. This comprehensive approach combined a rebrand, a modernized digital presence, and strategic marketing campaigns.
Creative and Branding
Our Creative team led the rebrand, establishing The Everson’s sophisticated identity with:
- A new name and cohesive visual identity to align with its target audience.
- Branded collateral, including brochures and leasing signage, for a consistent resident experience.
Hosting and Support
The Hosting team delivered a user-friendly, high-performance website featuring:
- An intuitive design optimized for mobile and desktop.
- Seamless navigation showcasing upgraded amenities and interiors.
Digital Marketing
Poetic’s marketing campaigns amplified The Everson’s presence:
- Paid campaigns generated 1.6 million impressions and 511 meaningful conversions.
- 40% of website traffic post-rebrand originated from targeted ads.
The Results
The partnership between Poetic and Asset Living achieved transformative outcomes:
- Occupancy Growth:
- Pre-renovation (2022-2023): 74% occupancy.
- Post-renovation (2023-2024): 91% occupancy.
- August 2024: 96.5% occupancy for the 2024-2025 leasing season.
- Enhanced Brand Presence:
- The rebrand positioned The Everson as a sophisticated, upperclassmen-focused community.
- Collateral and digital assets provided a consistent and engaging experience for prospective residents.
- Digital Impact:
- Poetic’s campaigns generated significant online traffic and conversions, ensuring leasing goals were met ahead of schedule.
Conclusion
Through a seamless collaboration across departments, Poetic helped Asset Living transform The Everson into a standout student housing community. From creating a compelling brand identity to delivering a high-performance website and driving digital marketing success, Poetic’s holistic approach ensured The Everson exceeded occupancy goals and revitalized its market position. This case study highlights Poetic’s ability to deliver results-driven solutions, positioning us as a trusted partner in property management marketing.
Words from our partners
Partnering with Poetic during The Everson’s rebrand was a game-changer. Their team seamlessly brought our vision to life with a sophisticated brand identity, a stunning website, and targeted campaigns that delivered measurable results. The collaboration was smooth, strategic, and exceeded our expectations at every turn.
B
Senior Regional Leading and Training Director
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