Theory Raleigh Case Study

THE CHALLENGE Theory Raleigh sought to distinguish itself as not only as a premiere s tudent hous ing community but as the premiere s tudent living experience for NCSU s tudents . This meant our teams needed to market the community differently: not as a s tatic place but as a dynamic lifes tyle that s tudents would eas ily recognize, quickly engage with, and ultimately buy into. The market was saturated with exis ting product and faced difficulties during the s ummer lease-up s eas on, particuIarly due to a Iocally owned competitor in the market that controlled rate ceilings for a large portfolio of properties. Together, Peak's marketing team and Theory's staff set out to create a brand experience and identity that other competitors in the market were not able to accomplis h with s tandard s tudent housing marketing tactics . This required a highly s killed and engaged sales team with a keen focus on experience-bas ed marketing and sales s trategise relevant to the NCSUs tudent demographic.