Why Student One chose to 'help not hype' with its social media and content marketing


Student One


Social Media Strategy, Social Media and Community Management, Content Creation (video and copywriting)

Brisbane's premium student accommodation provider Student One is helping its residents to get the most out of living in Brisbane's CBD, while inspiring more to move there.

Student One is Brisbane’s premium student accommodation provider, located in the heart of Brisbane City.

Launching in Brisbane in July 2016, the first residence was on Adelaide Street offering 727 beds for students.

Its second residence on Wharf Street was the world’s tallest student accommodation building at the time of opening, standing at 40 stories and offering an additional 753 beds for students.

And the third of its Brisbane CBD residences will bring its total beds to around 2500.

Recognising the challenges that would await them in increasing market competition and a seasonal audience, Student One engaged The Content Division to help them to build and engage an audience.

While Student One’s offering speaks for itself in terms of quality, location and service, the brand had an awareness problem being new to the market, and they wanted to engage potential customers in a way that added value and helped to educate them about Student One’s USP – its inner-city location.

The Content Division developed a social media and content marketing strategy for Student One to engage its residents online and encourage them to share their stories of living at Student One.

We also developed a suite of leisure blog content that highlights student life in the city and drives website traffic.

The content objective was to encourage students to get more out of inner-city living and inform students of the benefits of living in the CBD.

Here’s one of our resident stories about living at Student One.

The website blog took on a mission to help Brisbane students to get more out of living in the CBD and inspire more students to move to the city. Blogs like ‘Things to do without alcohol in Brisbane City’ and ‘Where to find the best burgers in Brisbane CBD’ helped to engage and educate their target audience.

The Student One social media strategy included encouraging and leveraging UGC, creating and sharing website leisure content and video content, to create an engaged online community.

“As a new company with a new business and a new brand I was seeking help to establish and drive our presence across all major social media channels and decided to engage The Content Division as a long term partner. Both Britt and Kurt have been incredible since, not just in their professionalism and ‘nothing is too hard approach’, but in their clear understanding of our business and industry as well as our target market and the way we needed to communicate and engage via social media. The quality of their work has been amazing – both in content and delivery. Britt and Kurt have been extremely helpful and made me feel relaxed and capable. I consider them as part of our extended team here at Student One and am excited about what we can achieve together.”

– Thomas Jacob
Sales and Marketing Manager, Student One

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