SOSTAC Presentation - Luxury Apartments - Part 1
- Gina Heseltine
- Mar 20
- 3 min read
As part of a final assignment for my digital marketing bootcamp, we have been tasked with creating a SOSTAC presentation, detailing a marketing campaign.
SOSTAC
Situation
Objectives
Strategy
Tactics
Action
Control
You can find the full document attached below; this blog will feature a brief breakdown of various assets I created to back up my research.
Situation
I created three mood boards to capture emotion and purpose behind Luxury Apartment's brand. Bearing in mind the visual identity and assets of competitions, I decided on the following to base the brand awareness around:
No other competitor seemed to have green as their signature colour, so I gravitated towards the luxurious emotion it evoked. The graphic is kept simple, within the colour scheme and just smaller than the name, which is kept in the same font but varying in size and colour.
I then produced a SWOT (Strengths, Weaknesses, Opportunities, Threats) chart, carving out a path for Luxury Apartments' growth to emerge through.
Next step was to review the resources currently available to Luxury Apartments.
Objectives
An objective of Luxury Apartments is to reach a wider audience, resulting in full-capacity and bookings leading into the future. They still need to maintain their high standards and expectations.
Marketing through social media can help obtain this objective - focusing on LinkedIn, website, YouTube and Facebook like out competitors.
Specifically refining the website to include blogs, FAQ's, reviews and figures can remove customer's potential queries.
Consistency is maintained throughout all social media with the repetition of colour, fonts, slogans, offers and backlinks. Improvement to UI/UX allows customer to navigate seamlessly through various channels.
Strategy
Maintaining conversation with customers through social media is imperative, so initiating people to respond, vote and engage with content through these channels is a great way to utilise the features available.
Opening up Luxury Apartment to more than just working professionals will encourage more sales of a weekend. Targeting marketing towards individuals needing a city break would be beneficial.
Additionally, targeting exchange students could tap into this area of the market.
Using versatile assets (like the ones below) allow for content to be repurposed across various channels, ensuring a wider audience is made aware of your presence.
Tactics
This is where the 7P’s of marketing come into play:
Product: what is being sold
Place: where it is being sold
Price: how much will be bought in in sales vs expenses
Promotion: how you plan to advertise your brand
Physical/Packaging: The physical product and how it is presented
People: who the target audience is
Process: How you plan to keep the plan in motion
These principles are prevalent in the high-quality, engaging, content produced above.
Various marketing startegies are useful for this particular company. My recommendations would be:
Social media: LinkedIn, YouTube, Facebook, Instagram in particular
Email marketing: Using email to update customers on offers, events, etc.
SEO/PPC: Engaging in high-quality, keyword-rich content to direct customers straight to Luxury Apartments
Content: Blogs, info-graphs, videos
Affiliate marketing: Contacting local businesses who hire out of town, and universities who house exchange students
Luxury Apartments Instagram examples, including: post ideas, story ideas, hashtags, events, conversation engagement, etc.
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