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MK Management Group, LLC.

1955 N 18th St, Philadelphia, PA 19121

Consulting Report

Elliot Astor, Harrison Griffin, Kevin Quigley, Pat Whalen, Zadren Winns

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Table of Contents

Executive Summary Pages 3-4

Client Background Page 5

Client Presentation Pages 6-13

o Overview Page 6

o Target Market Page 7

o Objectives/Digital Strategy Page 7

o Objectives/Digital Strategy cont. Page 8

o Previous Digital Presence Page 8

o Email Campaign Page 9

o Twitter Page 9

o Altering Relevance of Content Page 10

o Google AdWords Campaigns Pages 10-11

o A/B Testing Page 11

o Evaluate Effectiveness Page 12

o 2016 Digital Marketing Plan Pages 12-13

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Executive Summary

This in-depth report prepared by 5th Floor Analytics to the marketing team at MK Management

looks into the current usage of the company’s digital presence, as well as room for improvement

and suggestions moving forward into the new Fiscal Year, 2016. The main objective was to

identify strengths and inform MK Management of these strengths; as well as identifying

weaknesses and making adjustments that generated positive results for the marketing team at

MK Management to find value in the consulting services provided. The adjustments that were

made and will be presented on later in the presentation include: the implementation of Google

AdWords to generate greater traffic to the company’s website that has a solid foundation;

adjustments made to the Twitter account that provides more relevant information for its

followers, as well as to increase the amount of followers through these posts; and an email

campaign that will lead to a higher open rate through a more interesting call-to-action email

subject line.

Target Market:

We identified the primary target market for MK Management as Temple students, mainly men

and women between the ages of 18 and 22. MK Management prides themselves on providing

luxurious housing for a cheap price, and the Google AdWords A/B comparison will go into

greater depth of why the company should increase marketing to Temple students. We also

identified the secondary target market as individuals ages 22-35, looking for housing outside of

Temple (i.e. University City and Manayunk).

Objectives:

The main objective of this digital consulting analysis was to identify the current strengths of the

company and continue to pursue these ventures. However, the 5th Floor Analytics team also

wanted to provide recommendations for areas of improvement, and back these recommendations

up by positive metrics that will undeniably catch MK Management’s attention.

Email Campaign:

Initially, MK Management reached out to us and informed us of their displeasure with the

current feedback of the company’s email campaigns. After viewing several that have been sent to

its current tenants in the past, our team identified areas for improvement such as: a stronger

email headline providing a call-to-action for MK’s current tenants, a visual that is more

appealing and favorable than a block of text, and links to the company’s social media accounts,

also advertising giveaways for MK to continue its growth via social media.

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Twitter:

The reason 5th Floor Analytics chose Twitter is because it was (in our professional opinion)

weaker than the company’s Facebook account, and would be the best social media account to

accrue a larger target audience and furthermore provide news, giveaways, etc. that are relevant

for the company. Our team also wanted to generate tenant interaction by posting more relevant

content for college aged students, other than following an apartment leasing company that simply

posts about its current openings (which was the previous presence).

Google AdWords:

After running two AdWords campaigns, the objective set out was to provide MK Management

with statistics and metrics behind investing its marketing dollars into either Temple AdWords

campaigns, or Philadelphia-based campaigns. After performing two five-day campaigns, the 5th

Floor Analytics team concluded that Temple searches retrieved more favorable results. This

analysis provides MK Management with a decision: continue investing in Temple SEO options,

or attempt to increase rental sales outside of Temple University confines and improving the SEO

for its other Philadelphia realty locations (i.e. University City and Manayunk).

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Client Background

MK Management Group, LLC specializes in marketing, leasing, and end-to-end property

management for Philadelphia properties, focusing mainly on the Temple community in North

Philadelphia. MK Management provides affordable yet unique luxury properties to Temple

students looking to move off-campus. With new property additions in Manayunk and University

City, MK is looking to expand its target market into post-graduate, young working class

individuals looking for apartments in those respected areas. With September-November being a

quiet leasing season, MK wanted to focus on generating interaction with current tenants on order

to gauge satisfaction with MK services, as well as encourage lease re-signings.

MK Managements main focus during the time of our provided services was to generate as

much tenant interaction as possible. MK discussed how they had many established social media

channels but generate very little interaction with people who are not currently house shopping.

They felt interacting with tenants and staying relevant in the Temple community during a non-

leasing period would encourage the resigning of leases, as well as an increase in consumer

interest in the MK brand come leasing time. Additionally, they felt increased tenant interaction

could potentially lead to graduating tenants to stay with MK and look at the University City

Manayunk options.

Prior to our services, MK Management faced the following issues that they wished to

improve on:

Low open rate for emails (both newsletters and monthly giveaways)

No interaction with non-housing posts on Twitter

No interaction with tenants and potential tenants during non-leasing season

Lack of interest in MK Management amongst Temple community

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Client Presentation – Digital Strategy

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