For PR Publications, I was tasked to take a tour of Campus Lodge Apartments. Suffice it to say, the experience was nothing spectacular. You can look at their information packet here.
When I first walked through the door, I didn’t even have the time to sit down before being greeting by a leasing specialist. Her name was Kate Florman and she gave me a tour of their model apartment. The tour itself was casual and only lasted 15 minutes before we were done.
I took a great deal from the experience. First and foremost, the friendliness of the leasing specialist and their marketing to college students was spot on. I realize a lot of companies try to “fit in” with newer generations and college by using memes/humorous language that turns off a lot of people without them realizing.
The chosen diction to describe their facilities is what a young adult would use, especially the young adults who are just beginning to live on their own. The ages of these adults would probably be around 18-22.
Nevertheless, their lingo changes for the rest of their marketing. Their website uses the typical language for the average person coming across their website. This is because they are not only marketing too young adults but also the young adult’s parents. Their first FAQ question in their info packet is “What should I know about choosing an apartment for my son or daughter?”
