Branding & Brand Development | Dublin | Direct Light
 
 

THE CHALLENGE

As new owners of Hazelwood Student Village the Client came to Direct Light with a pretty big challenge.

1

Change people's opinion of Hazelwood online

2

Increase sales

3

Build an online presence

4

Showcase Hazelwood

THE SOLUTION

The Direct Light Team worked alongside the Hazelwood team to implement a strategy that was going to take Hazelwood to the top

 

First things first, the Direct Light team created a new website and hooked it up to Hazelwood’s Booking system. Next was the traffic, Direct Light implemented a PPC & SEO strategy.

 

We then set up a social media accounts on Facebook & Instagram and developed content options which included tailored creative, targeted at the different audience profiles, across multiple touch points.

 

The biggest challenge was to change people's opinion of Hazelwood as the previous owners had received plenty of 1 star reviews. Direct Light team came up with a strategy that would turn heads, build an audience database and gain an awareness that would allow Hazelwood to use it as a platform to show people its new and improved ways.

EXPERTISE APPLIED

BUSINESS DEV

VIDEO PRODUTION

SOCIAL MEDIA

CONTENT DEV

PPC/ADVERTS

HAZELWOOD FREE STUDENT ACCOMMODATION

We ran a competition for prizes worth €17,000

Competition launch on Social media

To maximise the return for this giveaway we picked 4 winner each month. This kept people interested and reinforced the authenticity of the competition.

THE RESULTS

Again focusing on maximising the return for Hazelwood when implementing the different stages of the campaign we directed the traffic generated to different platforms. Facebook, hazelwood.ie and their instagram.

 

Once we had all the finalists picked it was time to pick the winner! Cue the Hazelwood open day. 

We organised an event where students could come view Hazelwood. In preparation we organised food, drinks, a DJ and we fitted out the rooms with amazing decor to capture all of this we had our video production on site. The Direct Light team stepped a little outside our digital comfort zone here but an attendance of 130 plus students and parents confirmed the day was a success. 

 

Capturing the day was a big part of the strategy to change people perception of Hazelwood. The goal was to showcase the village, surrounding amenities and the locality in a production. 

 

We wanted the production to arouse the attention of both the student and the parent. So we tried to show the security of the village to the parents and the convenience of the local Mcdonalds for a quick snack and Lidl for a cheap beer before a night out for the students.

Our wonderful photographer Amy captured the day in images.

CAMPAIGN RESULTS

DIRECTLY ASSOCIATED BOOKINGS 

124

SINGLE ROOMS BOOKED

24

DOUBLE ROOMS BOOKED

LEADS GENERATED

6,900

ONGOING REVIEW AND OPTIMISATION

The campaign was a huge success it allowed us to capture content which we could then use to promote the student village for the coming year a by product of the competition was a database of 4800 students & 2100 parents of students and entirely relevant audience to which we can remarket to.

THE RESULTS

160

OUT OF 366

ROOMS OCCUPIED IN 2016/17

ROOMS OCCUPIED IN 2019/20

WE ARE WORKING ON IT BUT WE

ARE ALMOST BOOKED UP 

353

OUT OF 366

ROOMS OCCUPIED IN 2016/17

366

OUT OF 366

ROOMS OCCUPIED IN 2018/19

SERVICES COMMENCED AUGUST 2017

WHAT THE CLIENT HAD TO SAY

It has been a pleasure working with Direct Light their services have an overall positive effect on Hazelwood as a whole. Andrew and his team are ever evolving and we look forward to what the future holds. 

 Managing Director

HAZELWOOD STUDENT VILLAGE

Let's make your business
 stand out more online.

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