The Challenge: As Zinc apartments (a luxury 400-unit apartment complex in East Cambridge with a 15,000 square-foot garden terrace) was embarking on their one-year anniversary, they faced two critical issues: they needed to ensure they would retain its already existing residents who were up for lease renewal, and they needed to attract new residents and increase its total occupancy to 60% per order of Zinc’s parent company, Monogram. Increasing competition from nearby luxury apartments was making both difficult, and Zinc needed an all-encompassing campaign that blended traditional PR, event conceptualization and digital influencer activity to highlight Zinc as the ultimate living destination for Boston’s young professionals.
The Approach: DPA took a multi-faceted approach to the task at hand, realizing that there were many PR-worthy elements (e.g. lifestyle, fitness, close proximity to the T, etc.) to generate press coverage, we would need to conceptualize a series of events targeting different industries, leverage our vast pool of networks and strategic alliances to get them to participate to get people to see and experience Zinc apartments for themselves.
Results: Initially slated as a four-month campaign, Zinc Apartments retained DPA for an additional six months to continue conceptualizing, managing and executing the flurry of event and PR opportunities which resulted in a resident increase of 18% during our tenure while securing events with like-minded partners with loyal followings and similar demographics (e.g. BitBar classic arcade game night); fashion pop-ups, and media coverage with WCVB-TV Channel 5, Boston Herald, Dirty Water TV, Boston.com, Boston magazine and blogger experiences of “a day in the life at Zinc.”
