newly branded websites fashion a huge spike in phone traffic
MTC created a brand personality model so lifelike, we could tell Bainbridge everything about her, from her favorite shoes to her management style. We then looked at how she might look and behave at different phases of her life, in order to apply her to our client’s various renter profiles: “Street Smart” for the fun, funky mid-to-late-twenties renter; “Power Sophisticate” for the mid-thirties renter who appreciates the finer things in life; and “Fine Wine” for the late thirties and older who can afford higher-end items. Our strategy helped Bainbridge accomplish two goals: (1) creating a unified corporate brand, and (2) allowing it to position its newly redeveloped properties as high-quality places to live, thus enabling rent increases. Shortly after the first templated websites were launched, Bainbridge estimated that 40% of its company-wide phone traffic originated directly from the new sites.