by threshold | Sep 22, 2016 | General
Peraso Technologies is a fabless semiconductor company – one of the top 3 in the world – specializing in the development of 60 GHz wireless chip sets. They are involved in the exciting global expansion of WiGig broadband using the 60GHz band in the RF spectrum. Peraso’s platform helps end-users achieve multi-gigabit per second wireless communication that has low-latency, is uncongested and interference-free. Peraso has engaged Carve to craft a new brand campaign to align their global presence with a new high quality and modern brand image. The new Peraso branding is set to launch in October 2016.
by threshold | Sep 18, 2016 | General
OfficeNetwork is a work-leader in creating small office solutions for expanding international companies. With headquarters in San Fransisco, and smaller offices in Canada, USA, Asia and the UK, OfficeNetwork felt it was time to rebrand to more professionally position their company for growth. Carve will be creating a new brand identity, new marketing support materials and a new website to start. The new campaign for OfficeNetwork is expected to unveil in November, 2016.
by threshold | Sep 15, 2016 | All, Culture
Sarah delivers exception promotional products for apartment marketing, and she continues to come up with effective student housing marketing ideas every day.
Get to know Sarah below!
What are 3 words you would use to describe Threshold?
Innovative, Resilient, Diverse
If you had an office nickname, what would it be?
Promo Princess
What is your favorite line from a movie?
I’m not crazy, M’Lynn, I’ve just been in a very bad mood for 40 years! ‘Steel Magnolias’
If you were stuck on an island, what three things would you bring?
Matthew McConaughey…..the end.
What is the title of your autobiography?
Simply Sarah
What is/would be your motto or slogan?
STRENGTH….a river cuts through a rock not because of its power but its persistence.
If you had a superpower, what would it be?
Time Travel!
What is your hidden talent?
I don’t know…it must REALLY be hidden! : ) Singing.
If you were famous, what would it be for?
A vocal artist
Favorite Austin eats?
One Slice, any food truck, Buenos Aires, Zaks, Via 313, Jacoby’s
by threshold | Sep 13, 2016 | All, Marketing
Digital multifamily marketing and student housing marketing are dynamic industries, and we at Threshold pride ourselves on consistently working on the cutting edge. Today we’re talking about an update to Google Adwords that will affect many of our current and future clients.
Google is doubling its ad text limit, meaning the 25-character limit on headlines will be scrapped in favor of two 30-character headlines. More text will be allowed the description too, as Adwords switches from two 35-character lines to one 80-character description line.
According to Google, “Starting October 26th, 2016, AdWords will no longer support the creation or editing of standard text ads,” meaning all ads running after that date will be in the expanded text format. There’s no reason not to take Google up on their offer to include more text, since competitors surely will be saying more in their ads as well.
Google decided to make the change after considering what an Adwords ad would look like if it was invented today, in a mobile-first world. Screen space is the big factor here. The new expanded ads have a more succinct URL display, allowing more room for relevant text and a larger presence on the mobile screen.
URL’s will only show the initial domain name, so instead of showing:
http://thresholdagncy.wpengine.com/our-solutions/branding/
The ad will only show:
http://thresholdagncy.wpengine.com
..but still take users to the specific page on the site.
So what’s the takeaway? Extended text ads will only add to the importance of strong messages and concise copy. When every advertiser can say more, what each advertiser says becomes the differentiator. Consumers will get more information about the link that they’re being asked to click, and advertisers will be able to push more relevant information to the user to entice them to click on the ad.
A larger ad with more information should mean higher click-through-rates, but monitoring CTRs is still going to be key. All the Adwords tools associated with standard text ads will be compatible with expanded ads, so the Threshold digital team will continue monitoring the variables in different campaigns to see which words and phrases are proving most effective for our clients.
Innovative apartment marketing ideas are the most successful when they’re brought to life with the right tools. As Google makes changes to their product to fit a mobile-first world, they will also be eliminating the mobile pop-up ad. Websites that use pop-up ads will soon be devalued in search results. Since Google SEO has become the guideline when creating websites, you can say goodbye to pop-up ads as Google phases them out. Threshold’s team of digital marketers has already begun implementing extended text ads with success, and will continue to stay ahead of mobile pop-up changes to create effective, measurable campaigns for our clients.
by threshold | Sep 1, 2016 | All, Tech/Web
What sets your property apart?
For some, it’s location. No matter what amenities the competition offers, prime location draws prospects to the leasing office day in and day out.
Other properties beat the competition with luxurious amenities. Resort-style pools and 24-hour fitness centers provide residents with an area to hang out or work out in their own community.
Still other properties might woo prospects with bigger, better floor plans than the competition. Lots of prospects decide to move simply because they want to upgrade to a larger living space.
The point is, every property has a differentiating factor. Today’s blog post is about another differentiator: technology. Properties that take advantage of modern technology offer a more convenient lifestyle, and sometimes that can make all the difference.
Differentiators are important because prospects have no shortage of properties to choose from these days. Multifamily housing construction increased 43% from 2012-2014, compared to a 20% growth rate for single-family home construction during that time. Much of this growth has been propelled by a young population renting to take advantage of luxury amenities they can’t get with single family homes.
Here’s another statistic showing the demand for amenities only found in larger communities: In 2004, 24% of new multifamily units were located in large buildings with 50 or more units. In 2014, that number grew to 48%. With rent prices only going up, renters expect large communities to meet their wants and needs in terms of amenities.
One “want” that has become a “need” is high-speed internet. A fast Wi-Fi connection is the No. 1 desired amenity for multifamily properties according to Richard Holtz, CEO of Infinisys Electronic Architects. People want internet access in their apartments, at the pool, in the gym and in common areas. Today’s connected residents need Wi-Fi like they need air to breathe, and the industry must conform.
Technology can help bring in revenue too. A recent study by PayPal and Koski Research revealed that millennials enjoy paying digitally and are more than willing to try out emerging payment options. The study also reported that more than 30% of millennials consider credit cards to be “old school.” If credit cards are old school, what does that make monthly rent checks? The days of collecting rent payments in person are long gone, and online rent and utility payment portals should be the new industry standard. Online payment options not only help residents submit payments on time, but also helps them feel like their property management team is working with them rather than against them.
Smart home automation is the leading edge technology popping up in new properties these days. Nest Thermostats and smart lightbulbs work with mobile apps to help residents stay comfortable and reduce energy costs. These devices learn and adapt to resident preferences, giving your property an extra “wow” factor to mention in your multifamily marketing materials. Even low-cost smart home offerings like built-in USB ports let residents know your property is tech-savvy.
One new technology we’re extra excited about is Beacon technology. Apple’s iBeacon allows mobile apps to scan for signals from physical Beacons in the real world and react with push notifications. The opportunities to use Beacons with current residents and prospects are endless. For instance, when leasing agents are giving tours, Beacon technology can be used to highlight key features as residents make their way through the property. A finishing touch here, a spectacular view there, calling attention to the little things that residents might otherwise miss.
Current residents can receive alerts about special promotions at your property’s spa or snack bar when they walk by. Beacon technology could also remind residents about renewal specials when they’re passing your leasing office. Beacons are truly a next-level opportunity for apartment marketing.
At Threshold, we spend a lot of time coming up with marketing ideas for apartments that harness the power of emerging technology. We know that the faster property’s implement new technology, the more impressed future residents tend to be.
