As a seasoned marketing professional, I’ve successfully led impactful campaigns and initiatives that have driven brand recognition, customer engagement, and occupancy rates. In my role as Director of Marketing, I developed and executed comprehensive marketing plans, managed advertising budgets, and orchestrated award-winning social media programs that fostered community interaction. My time at 30 Lines further honed my expertise, where I provided strategic support to clients, utilizing data analysis, content creation, and advertising strategies to maximize their marketing budgets. With a passion for creative problem-solving and a knack for leveraging digital platforms, I’m dedicated to achieving tangible results in the ever-evolving landscape of multifamily marketing.
Social Media Planning and Execution
Produced and executed award-winning social media plan working in conjunction with onsite teams for content. Trained Leasing Consultants on the tone and voice of their property brand to create cohesive experiences for residents and prospects.
Created an annual content calendar to guide outreach marketing and events. The best way to have successful marketing with your onsite team is to help them plan it!
Brand Guides and Website Development
Brand Guides
Created Brand Guides for Signature Management and all of its communities. Selected colors, fonts, voice, and stock photos and worked with designers and web developers to create and launch seven custom websites in 12 months. Worked with onsite teams to build a cohesive personality for all the properties and maintain this for all social content and tours.
Rebranding
Rebranding – Expert in taking old brand/logo for a property and working through a refresh without losing the great history and aspects of the property and brand.
Case study: Monticello at Powhatan
Steeped in the charm of Southern tradition, Monticello at Powhatan bore the hallmark of a bygone time, characterized by a dark green and gold cursive font logo reminiscent of its Williamsburg roots. Following a full-community renovation, bold new colors now take center stage, infusing the brand with a renewed energy that resonates with the vibrancy of a modern, bustling Williamsburg.
Websites
The Pearl – On this lease up, I created the site map, contributed to copy, selected photos, and oversaw the property website’s brand, voice, and feel. Created email drip campaigns to maximize engagement and quickly leased up this luxury community during COVID.
Signature Management Corp Website – Contributed heavily to design and flow, selected photos, and contributed copy.
Project Management
Love Avec
Created and executed Love Avec – a free-rent campaign with social posts, an influencer, email campaigns, and weekly giveaways. The objective of this campaign was to create awareness for the Avec on H, a DC apartment community, through an aggressive ‘free rent’ promotion, and to leverage that awareness to facilitate engagement and conversions (rentals). Secondarily, current residents of Avec on H were used to help facilitate the campaign organically, through referrals and testimonials to further create a positive impact on the over all success of the campaign and the lease up.
Steps to Success
Project Planning and Goals – With the client, we set the goal of a 20% lift in traffic and to lease 80 apartments during the 45-day campaign. I laid out all the social media, print, and website collateral needed for the campaign, setting due dates and timelines with my internal design team, the onsite teams, nearby businesses, and the client’s marketing team.
Create Collateral for Project – With my team, I created all social posts for #lovelifeatavec, a mailer, and posters for the property windows, and worked with vendors remotely on weekly giveaways.
Reporting Success – I analyzed and illustrated our success for my client after the campaign. We accomplished a 15.5% lift in total traffic, a 65% increase in leads in the 45 days of the campaign, an 8% increase in tours, and the team leased 85 apartments during this period.
Donje Putnam 