Campaign Proposal | Gaslight Property https://ucenglish3074sid.wordpress.

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Gaslight Property

Campaign Proposal

Gaslight Property: A Look Back

My time surveying Gaslight Propertys social media has come to an end; with this, I begin the campaign
proposal for their Facebook page. It will be divided into three sections: A summary, Strategy 1 and
Strategy 2.

An overview: August 2017 December 2017

Gaslight Property is a rental agency based in Clifton, Cincinnati. They have presence on a single social
media website Facebook. While they do have an Instagram page, it hasnt been updated after their rst
post. Thus, this campaign proposal is strictly focused Facebook strategies and behavior.

As of November 25, Gaslight Propertys Facebook page has 3482 likes and 3455 followers. In comparison,
their direct competitor in Clifton, Uptown Rentals has 5545 likes and 5506 followers, almost two
thousand more than Gaslight Property. This dierence was recorded in one of the earliest weekly
reviews and has failed to change since. Since the rst weekly review in the nal week of August, Gaslight
Property has had a colorful four months with various posts about the hip-and-happening things in
Clifton around the University of Cincinnati. A majority of their posts consist of posters and blog links to
their/a third party website showcasing events, eateries, etc.

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They average two posts per week. The success of their posts, however, largely depends on external
factors such as local/national festivals and events such as Homecoming and Halloween, to name a few.
Interaction on their posts increase dramatically during the festive season, with some posts even
garnering ve to seven times the usual likes, comments and shares. Their o-season posts unfortunately
receive minimal reaction, with some posts ge ing no a ention whatsoever (as seen in the above image).
This can also be a ributed to an inconsistent posting schedule. Several posts about events in the Ludlow
area are ill-timed, often posted a mere day before the event taking place; this severely limits the time for
which it remains relevant to their followers. Furthermore, broken/unresponsive links to third-party
websites have been a major problem in a few of their posts which received no interaction.

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Gaslight Propertys forte is their collection of photographs and media from dierent events. Posts with a
series of photos from Halloween and Homecoming have garnered them massive a ention (as shown in
the above image). They have a collection of videos about their apartments, but most are rendered
irrelevant due to being too old. In the past four months, they have seldom taken advantage of Facebook
as an advertising tool to further their own brand. While they cater to a large population of students
a ending the University of Cincinnati, a severe lack of new (promotional) photos and videos of their
available properties is hurting their social media growth potential.

I The Ludlow Avenue

Gaslight Propertys oce is located a minutes walk away from Ludlow Avenue, one of Cliftons popular
entertainment and housing districts. A majority of their properties are located around Ludlow Avenue,
and as such, it is a popular place for their student and non-student tenants alike. In the past four months
of observing Gaslights Facebook page, several of their posts (one every three weeks) are about events
and festivals in and around Ludlow Avenue. While -at rst sight- it seemed like Gaslight does focus on
posting about Ludlow Avenue, a brief stroll around the area quickly proved that they miss several,
popular events on a daily basis. Their posts are erratic and ill-timed, as mentioned previously, which
further adds to the problem.

This strategy requires Gaslight to create and follow a weekly timetable/schedule to showcase local
restaurants, shops and events on their Facebook page. It is evident from the popularity of their recent
posts about local eateries that Gaslights followers are enthusiastic about the many businesses on Ludlow
Avenue. An excellent way to tap into this enthusiasm would be to start a weekly spotlight. Gaslight
could partner-up with local restaurants, saloons and markets for exclusive follower/tenant discounts on
their Facebook page, and advertise and showcase a business along with a blog post link every week. The
blog post would ideally introduce readers to the establishment along with pictures/videos and contain
the necessary details about it. Since Gaslight Property has the largest following on Social Media amongst
most of the business around Ludlow, this strategy would allow smaller local businesses to reach a larger
audience online. At the same time, as evident by the highly successful posts about Skyline Chilli (shown
below) and The Proud Rooster (local restaurants on Ludlow), Gaslight stands to gain increasing amounts
of interaction on their page from new and existing followers.

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In addition to local businesses, the strategy also involves Gaslight showcasing some of the events that
take place in Ludlow on a weekly basis. In the past, theyve failed to post about several popular events
such as local Jazz band concerts, food-testing events discount hours, etc. Compiling them from the notice
boards and shop windows around Ludlow and posting them online would spread the word to a larger
audience, and make them an excellent source of weekly content. This schedule would further help them
avoid mistimed posts about upcoming events which has been an issue one too many times in the past.

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Creating a content-calender including both these schedules will pay o drastically in the future by
cementing them as a reliable source of local information and news amongst its tenants and followers.

II Property Showcase

Gaslight Property is a rental agency with a large collection of properties in Uptown Cincinnati and
nearby suburbs. However, at rst look, their Facebook page doesnt reect their business and that is the
primary problem with it. Not utilizing one of the biggest advertising platforms on the internet is a
blunder, and this strategy intends to correct that.

While observing Uptown Rentals Facebook page, the abundant (and regular) posts about their newly
available properties struck me as being something that Gaslight hadnt capitalized upon. Uptown Rental
posted once a week about any vacancy in one of their existing properties. These posts included a brief
description of the property, its location and the contact information of the property manager. They
further posted about new and upcoming properties around the Corryville area in Clifton (as seen in the
above images). Gaslight Property needs to incorporate a similar routine on their page. While they have
several videos about their properties, they are quite old and will not benet their followers or
prospective tenants.

This strategy entails the social media manager of Gaslights Facebook page to survey and compile a list
of available and upcoming properties and create daily posts about them. Videos require app-specic
knowledge and skills to create and develop; thus, their social media manager should focus on collecting
existing photographs and taking new ones (if necessary) and curate them for the posts. A post with its
respective photographs should ideally contain detailed information about the property, along with its
period of availability. A link to the propertys web page on their ocial website should also be provided.

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Since their properties have seasonal availability, a monthly schedule could be eective in maintaining a
regular frequency of updates. While end-of-semester months is the prime house-hunting season, existing
tenants who choose not to renew their leases do so around mid-semester of every school year. This will
allow Gaslight to keep a study ow of posts about available properties every month of the school year.

These posts will help advertise their properties to their almost 3500-strong followers. Furthermore,
student-based housing Facebook groups such as DAAP housing, UC co-op housing will also benet
from these posts. Users will be able to share their posts about seasonally available properties and
forward them to their friends/ Facebook group-members, etc. This will not only benet students looking
for housing, but also help Gaslight advertise their properties via word-of-mouth to a large network of
students.

A sample weekly calendar applicable to both strategies:

References

design by insight

Underwood, Teri Lynne. What Are the Benets of Scheduling Social Media? Design by Insight, 25 Mar.
2015, designbyinsight.net/what-are-the-benets-of-scheduling-social-media/.

Green Residential

A Beginners Guide to Using Social Media to Market Your Rental Community. Green Residential, 13 Oct.
2015, h p://www.greenresidential.com/how-to-use-social-media-to-market-your-rental-community/
(h p://www.greenresidential.com/how-to-use-social-media-to-market-your-rental-community/).

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