Work

ARCHIVE Oxford

Energized by
New Traditions.

Creating a bold identity and brand story for a new student apartment community, and connecting the legacy of the university and the city it calls home with the modern offerings of a signature lifestyle.

ARCHIVE Oxford

The Challenge

The Challenge

Looking to get a foothold in the student housing industry at Ole Miss, Homestead Development Partners reached out to our team to create an inviting brand for their newest student housing initiative in Oxford, Mississippi.

ARCHIVE Oxford

Our Strategy

Our Strategy

Our team designed a medical device marketing strategy that centered on national broadcast TV to drive awareness and understanding of the Stratos. We scripted, filmed, produced, and edited video advertisements that drove adaption and recognition. The videos focused on the increase in quality of life felt by each patient, the effectiveness of the device in relieving nearly all symptoms, and the procedure’s short recovery time. 

 

leasing rate ahead of the next highest leased property in the market achieved in ARCHIVE’s first year.

Services Used

Creative & Production

Creative & Production

Campaign Creation & Development
Integrated Media
Adaptable Creative
Package Design
Copywriting
Content Marketing
Website & Voice Development

Branding

Branding

Strategy & Positioning
Perception Studies
Persona Building
Naming & Architecture
Identity
Messaging
Implementation
Environments

Media & Analytics

Media & Analytics

Digital Targeting Services
Paid Search & Social
Media Analysis & Measurement
Performance Reporting
Attribution Modeling
Real-Time Monitoring & Tracking
Conversion Optimization
Search Engine Optimization (SEO)

Campaign Core

Traditions are important and your next chapter should pay homage to them.

Reaching Our Audiences

Leveraging in-depth student accommodation market research, we identified our target market by analyzing the types of Ole Miss students that tended to live off-campus. We soon found that the largest market here would be focused and ambitious students. To this end, we divided our student housing marketing audience into two segments: Driven Female Students and Studious Men.

Driven Female Students

Driven Female Students

ARCHIVE is a home for students seeking more than just a place to rest their heads. This complex is close to campus, but far enough away to feel different. It’s a home for women who seek community, interaction, engagement, and a uniquely Oxford experience that’s authentically connected to the charming college town.

Studious Men

Studious Men

As ARCHIVE is looking to provide a tranquil space, students wanting to concentrate on their work while immersing themselves in the rich culture all around them are a perfect fit. By forging an inclusive brand for a student apartment, we were able to appeal to anyone looking for an authentic Oxford experience.

Build Out

How we did it.

Build Out

With the goal of creating a brand that felt familiar yet reinvented, we immersed ourselves in the culture of Ole Miss. To deliver effective student housing advertising, our team produced an authentic brand experience that highlighted the elements of Oxford culture that make it truly shine. We identified passion for learning, determination to succeed, and the desire to belong as the driving forces for our audience and designed a brand to connect all three.

Naming:

Rich history surrounds Oxford and Ole Miss. The area is full of soul, character, and echoes from the past that are still defining the story of today—through its people and the spaces they inhabit. The home of William Faulkner and more recent famous writers like John Grisham, Oxford has a literary angle that our team knew we could use to connect this property with the city on a higher level. Diving deeper, we searched for a name that encompassed both cherished memories and the idea of moving forward. An “archive” is a collection of important and historical documents that one protects even while focusing on the future, which was perfect for our purposes.

Website:

We built a website to serve as an interactive extension of the Archive brand. On top of creating a digital home for the brand story and a dynamic visitor experience, our creative team chose to partner with Entrata Software Management in order to ensure systems integration and application automation. Our web developers also utilized WordPress to leverage its Google maps capabilities and update management. We then included some front-end touches to resonate with the students of Oxford on a deeper level. We added cinemagraphs, a local lexicon page, and an explore page that hadn’t been in the project scope in order to build a comprehensive and engaging resource.

Branding:

As Oxford and Ole Miss are intertwined, we developed a complex brand that pays homage to all that Ole Miss is and all it can become. Like an archive itself, Oxford is full of rich history that shapes its future. Our team visited Oxford to be fully immersed in the history, vernacular, and culture of the city before beginning the creative process. Delivering two comprehensive campaigns, we crafted a full set of designed deliverables in stationary, bus wraps, window clings, and brochure mock-ups that explored two branches of growth for the ARCHIVE brand. The first campaign was centered on building new traditions inspired by the monuments of the past, while the second focused on writing your own next chapter. The first paid homage to the traditions and culture of Oxford and emphasized an immersive, historic culture for ARCHIVE residents. The second avenue looked to the future of Oxford. For this campaign, we made growth the core of each piece. The team portrayed prospective residents as the building blocks of something bigger. As an integral part of creating a modernized Oxford that’s in command of its incredible potential.

Collateral:

To bring the brand directly to students, we created eye-catching collateral. As we had crafted a brand that fits smoothly into the community, weaving it throughout the city was a natural progression. Coordinating with the leasing center and other local representatives, our team was able to drive interest through a tangible and consistent presence in the lives of prospects. From shirts to bus wraps, our team leveraged stylish creative pieces to introduce the students of Ole Miss to ARCHIVE.

Color Palette:

Results

Our student housing marketing expertise enabled us to create an engaging balance of traditional Oxford and the modern student body of Ole Miss. ARCHIVE developed into an amazingly inclusive brand that resulted in unprecedented pre-leasing as well as an impressive grand opening. Still leasing well above Homestead Development’s average, ARCHIVE’s intricately woven brand has proven to be a resounding success.

“Seeing firsthand how impactful the campaign and branding was for the success of this district has only made me want to collaborate with Bigeye on future projects,” said Jared Miller of Homestead Development.

More Work

Check out some of the other projects we’ve worked on here at Bigeye.