The Emerson
LIVE IN LUXURY, WORK IN STYLE
WHAT WE DID
The Emerson is the dream apartment complex for today’s renters. Located in Madison, Wisconsin, a vibrant community of young professionals and academics, its units and amenities are strategically built to meet the needs of this dynamic demographic. Fortress stepped in and built their brand as well as a beautiful website and robust marketing strategy tailored to reach their audience.
THE CHALLENGE
There is no shortage of apartment complexes in the downtown Madison area. We were tasked with creating a brand and an online presence that shows prospective residents that The Emerson at Bay Creek is different, and where they should choose to live their active lifestyles stress-free.
THE SOLUTION
Fortress created a stunning, highly functional, and user-friendly website that tells users the most important information first, and leaves no questions unanswered. The site incorporates the branding we created – both visually and through voice – and set The Emerson up for success.
THE BRAND
Our branding process for the Emerson was thorough – starting with coming up with the name ‘Emerson’ itself before transitioning into logo design and color and font selection. After exploring many potential names and many potential logos, we chose the combination that best communicates the mission of the Emerson to be sustainability-centered and offer stress-free living for its residents.
WEB DESIGN & CONTENT STRATEGY
The new website for The Emerson had to do two things: captivate the user’s attention through aesthetic beauty and communicate the stress-free culture that the residential exudes. Our design and copy came together to do exactly that.
MOBILE RESPONSIVE
The residents of The Emerson are young professionals who are always on the move, so it was important that the website was optimized for mobile use.
The website was also created with resident services in mind. Through the site, residents can apply for an apartment, pay their rent, and reserve any of The Emerson’s many amenities.
SOCIAL MEDIA MARKETING
A recognizable logo and a beautiful website are great, but without a marketing strategy to back those things up, no one will ever see that hard work. That’s where social media and search engine marketing come in. Social Media and search engine marketing were crucial to meeting The Emerson’s goal of filling their apartment units. Together with Fortress, the marketing strategy we created not only met expectations but flew past them. After marketing The Emerson on Facebook, Instagram, and Google, the results speak for themselves.
CHECK THE RESULTS
OVER 2 MILLION IMPRESSIONS
85% OF UNITS RENTED PRIOR TO OPENING
600+ CLICKS ON GOOGLE ALONE
This is more than we were expecting and we are extremely happy with this momentum! The social media campaign was a big part of that!
Dave Diamond
President, Head of Development - Walter Wayne
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