The Park on Morton campaign repositions off-campus housing as more than just a student apartment; it presents it as a polished, comfortable, and lifestyle-driven living experience near Indiana University. Using warm editorial typography, refined overlays, and clean promotional layouts, the ads highlight key selling points such as fully furnished apartments, private bedrooms and bathrooms, WiFi included, resort-style amenities, and walkable access to campus.
The strategy was to reposition Park on Morton from standard student housing into an aspirational off-campus living experience. By using premium visuals and lifestyle-focused language, the campaign turns key amenities into emotional benefits: the kitchen becomes independence, the pool becomes escape, and the location becomes everyday ease. This helps Park on Morton feel practical, desirable, and distinct in a competitive student housing market.
As Marketing Lead, I manage The Park on Morton’s Instagram and TikTok, creating content for current and future residents around open houses, game days, the coffee bar, and monthly events. Since I took over, the account has grown significantly, and the property won a social media competition against 15 competing properties. Results are below.
When I took over the account, posts were getting around 800 views a month. By planning content around what residents actually care about (game days, open houses, free coffee, monthly events) and leaning into Reels, I grew that to more than 100,000 views in 30 days. Most Reels views came from people who didn’t follow the page yet, so the content was reaching new students, not just current residents.