Alexan ALX is a stunning project that integrates the culture of the community into an elegant but down-to-earth development. The commitment to sustainable development with the pairing of enhanced lifestyle amenities makes for an elevated living experience. The luxurious 313-unit community offers breathtaking views of the downtown and Bayfront area, floor-to-ceiling windows to take it all in and a community vibe that will make residents feel right at home. Boasting a one-of-a-kind rooftop zero-edge pool with views of the city, bay and ocean, community spaces for residents to gather, state-of-the-art fitness center and a bike repair center for your city commute. Alexan ALX is a resident’s dream equipped with style, fun, entertainment, views for miles and walkability to San Diego’s best attractions. The amenities don’t stop at residents, but pets can also get the full treatment at the resident-exclusive pet spa and dog park.
The management team for Alexan ALX connected with Olive and brought us on before the launch of the site; our assignment was to create visibility for the project and educate the regional audience on its key differentiators and drive people to tour the property with the ultimate goal to meet managements aggressive leasing milestones.
Olive is particularly adept at media and consumer engagement for development projects like Alexan ALX. We have successfully launched and assisted in the leasing of numerous luxury developments including Broadstone Little Italy, Broadstone Coronado, Broadstone Corsair, Broadstone Candara, Savina by Bosa, IDEA1, Pacific Gate and more.
At Olive, we begin by understanding the differentiation of the product. We research the market to gain a full understanding of the real estate market at the time the project opens to leasing and identify competitors. We examine the target audience and determine the best channels to reach them. We then build an integrated plan and messaging strategy that combines traditional PR, social media and campaign activations that will reach the target market multiple times to introduce the property, peak interest and ideally lead them to tour the facility.
We worked with the Alexan ALX team to create and implement a consistent media plan that kept them in the news throughout the leasing campaign. We supported with new and dynamic story angles that reach the specific goal to support the marketing team in attracting qualified tenants to tour and ultimately move-in. The stories we pitched to select editors focused on the design and architectural highlights, the “Best Roof Top Pools,” “Best Places for Entrepreneurs to Live” and other pitches that highlighted the lifestyle elements of the property.
Also, we worked with local business and community organizations to participate in unique events onsite that would bring in new audiences. We partnered with Modern Luxury to create a signature grand opening event that attracted over 500 targeted guests. This partnership, through a digital and social campaign, reached over 200K affluent downtown residents.
For Social Media, Olive created a comprehensive social media strategy that mixed media, advertising and influencers with strong engagement. This built excitement and awareness around Alexan ALX by successfully positioning it as downtown’s most highly anticipated luxury apartment community and showcasing its hotel-inspired amenities. We oversaw the direction of a lifestyle photo shoot that provided us with great imagery we feature on Facebook and Instagram. We implemented strategic social media advertising campaigns to steadily increase fan base, increase page engagement, build brand awareness and assist in lead generation. Also, we developed a successful hashtag campaign that encouraged fans and social influencers to contribute posts and expand our organic social reach. #ALXLiving, #LetThereBeLocal, #BeHumanBeKind
Olive has been successful in helping Alexan ALX meet its leasing milestones consistently and they are on target to reach their final goal of 100 percent leased. Since the launch of this campaign, we have secured numerous media hits to include a two-page spread in the Modern Luxury March Issue, a feature in the June Real Estate Issue, a full front-page piece in the business section of the San Diego Union-Tribune, San Diego Business Journal and numerous other regional print and digital publications. This strong visibility has directly impacted leasing. Also, we have toured leading journalists and influencers through the site which has led to additional coverage in the media, blogs and on social. In just a few short months we more than doubled the social media community and greatly increased social engagement.