Modular Building Institute

Trinity Western University Living Case Study

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Main Category:
Marketing Piece Entry
Entrant:
Metric Modular
Date of Initial Distribution:
11/26/2018

Award Criteria

  1. Specific Medium Used
    Website + videos
  2. Target Audience
    Facilities/Procurement Mgrs, architects and construction companies working in the education sector
  3. Methodology
    Compelling storytelling to illustrate the modular construction process and its benefits
  4. Message to be Communicated
    Modular construction can help your institution deliver an exceptional student living experience
  5. Distribution
    Via e-blasts, social media posts, adwords and brochure people were invited to visit the case study
  6. Entry Objective
    To educate and increase awareness of modular construction as an effective and viable option to address the student housing crunch. With the housing affordability crisis in the Lower Mainland, students struggle to find adequate housing: close to campus and reasonably priced which is having a negative impact on student enrollment at local universities. The Living Case Study consists of 5 stories showing project progression. Each story includes a written article, photography, and in some instances a video interview. By showing the modular process in a phased approach, people were able to get a better understanding of the modular process and the benefits it offers: Planning/Design, Site Preparation, Factory Setting, Craning, Client Feedback. In addition to the landing page, the campaign was supported by a DM piece, e-blasts, social media posts and craning events. The campaign ran from May 18 to October 31 and can be found at this location www.metricmodular.com/trinity
  7. Effect on Sales, Visits, or Inquiries
    • Website traffic increased between 7 to 10% each month of the campaign. Each traffic channel drove very high-quality traffic to the TWU Living Case study pages with strong average pages per session, session duration, and a low bounce rate Social Media: Posting each phase on social media brought in 24% of the traffic to the Trinity pages with 50% coming from Facebook, 45% coming from LinkedIn and 5% coming from Twitter. New Qualified Leads: a total of 7 concrete business opportunities are being pursued (totaling $65M) and 14 leads resulted from the TWU campaign. The living case study helped support BD by creating awareness about the possibilities with modular, educating interested parties and serving as reference materials to further the understanding for modular applications for student housing facilities. Media coverage: 8 articles have been published about this project
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