ABODUS

ABODUS

STUDENT ACCOMMODATION PROVIDER

MARKETING AUDIT

Abodus Student Living is an award-winning, community-focused student accommodation company. In 2024 it commissioned The Property Marketing Strategists to audit its current marketing structure and marketing activity.

The TPMS team carried out a detailed audit and was able to provide a comprehensive report which included analysis on; asset performance, market analysis, marketing and sales team structure, website audit, marketing assets and digital marketing (collateral, SEO, PPC, digital advertising, social media, email) systems, brand, strategy and budget. It was also identified, the need for a separate corporate brand too.

The audit identified key findings in relation to the marketing strategy and marketing team and we were able to give our recommendations and next steps on resolving these.

BRAND AND WEBSITE

One area of priority for Abodus was its brand which had previously been developed for a different business scale and product. With the expansion of the business and the new diverse portfolio, it had made it challenging for Abodus to communicate its values and customer service focus.

After holding a series of workshops with key stakeholders TPMS wrote a brief to create a B2B brand and a new brand identity for the B2C services to reflect the values of the business. This work included brand guidelines, tone of voice and visual delivery. In response to the marketing audit and data analysed, we also created briefs for both the B2B and B2C websites.

TPMS then went on to manage the pitch and appointment process of the creative and web development before handing it over to the internal team once established and in position. Our work also included the arrangement of student focus groups to ensure the new brand was reaching its target audience.

MARKETING STRATEGY AND SUPPORT

Whilst the Marketing Director was on maternity leave, Abodus asked The Property Marketing Strategists to manage its marketing function and team, working through the recommendations made in the marketing audit.

During this time, the following was achieved:

  • Managed the sales and marketing strategy for the remainder of the 24/25 season.

  • Created a marketing budget and strategy for 25/26.

  • Identified a gap in the team and seconded one of the TPMS team into the Marketing Manager position, whilst recruitment and a permanent team member was in position.

  • Supported the repositioning of the marketing department and its role in the business.

  • Supported and developed the existing marketing team

By providing our expert guidance, Abodus were able to move forward with its new marketing team in place, ensuring they had the tools and support they needed to succeed.

  • “The quality and depth of the research were fantastic and, because they have such great understanding of the market, were able to identify trends and opportunities aligned to our business.”

    Tom Sutcliffe, Commercial Director - Scape.

  • “TPMS go above and beyond to deliver thorough work for the client – and are always looking to challenge and improve the university accommodation and PBSA sectors.”

    Richard Gabelich - SFG

  • “TPMS ARE FOCUSED ON DELIVERING FOR THEIR CLIENTS. THOUGH CONSULTANTS, THEY FEEL LIKE ONE OF THE TEAM. STRIVING TO DELIVER THE BEST OUTCOMES FOR OUR BUSINESS THROUGH EVIDENCE-BASED DATA AND CREATIVE THINKING.”

    Rob Moyle, CEO – Collegiate AC.

  • “The Property Marketing Strategists are making a big impact in the industry. ”

    Jane Crouch, CEO – Fresh

  • “Through a robust marketing strategy over the past year, we have gone from a standing start to nearly full occupancy pre-opening. TPMS have the knowledge and experience to deliver mobilisation of a new asset, with an extensive network and creative ideas and solutions to solve challenges along the way.”

    Viv Watts, Managing Partner, Oasis Holding

  • “THE MARKETING REVIEW TPMS CARRIED OUT FOR US HAS ENABLED US TO TAKE A LOOK AT OUR ENTIRE MARKETING STRATEGY AND TAKE ON BOARD THEIR RECOMMENDATIONS. SOMETIMES YOU NEED SOMEONE FROM OUTSIDE THE ORGANISATION TO HAVE A FRESH LOOK AT WHAT NEEDS TO BE DONE. THEIR EXPERIENCE AND KNOWLEDGE OF THE SECTOR IS EVIDENT AND ENABLES THEM TO GET RESULTS QUICKLY.”

    Rommel Faytaren, Director of Commercial Services, Optivo