Downtown Living with K&D
K&D Group is reimagining Northeast Ohio. It is making high-quality, accessible living in downtown Cleveland possible. It is providing adaptable workplace options for an evolving workforce. Together, K&D and Cleveland Studios — both champions of Cleveland — sought to build upon its already dynamic community. Their message was advanced through resident-inspired videos that invite viewers to step inside one of K&D’s downtown buildings and experience it themselves. This is what life can be like when you live in our city.
About K&D Group
K&D Group started 40 years ago with a vision shared by Douglas Price III and Karen M. Fanger. They wanted to transform buildings and properties into vibrant communities — a vision that has since come to life. It owns and manages more than 44 multifamily and mixed-use communities, parking garages and offices. That includes more than 10,000 units and over two million square feet of prime, customizable downtown office and retail space. K&D knows Northeast Ohio because it is Northeast Ohio. Equipped with that knowledge and experience, it fosters connections between the places it creates and the people who live and work in them.
Identifying the Need
Prior to working with Cleveland Studios to produce video content K&D had spent larger amounts of money to produce a TV commercial. However, they were limited on the channels on which they could broadcast that video. K&D was in need of something new and fresh that would reach a larger — yet targeted — audience.
Expanding the Partnership
K&D had already enjoyed a long and successful relationship with Cleveland Magazine. In addition to print advertising campaigns, it was running a programmatic digital campaign with our team. Client partners met monthly to review the results and impact of these campaigns. We determined that a video should be the next product to create for its marketing toolbox.
What We Did
Cleveland Studios developed a plan to showcase part of what K&D is built on — downtown Cleveland living is hot, and it can work for everyone. We crafted the desired message, developed a shot list and enlisted K&D residents who would be interviewed while on video to share their experiences living in a downtown K&D property. Our video and design crew captured b-roll footage of these residents conducting their normal activities in a range of locations throughout downtown Cleveland. The shots were expertly woven together to tell a story — the K&D downtown living story.
Why It Worked
K&D was able to reach its sough-after specific target audience that has downtown living experience through persona-specific videos. These videos were delivered to the targeted audience across multiple platforms.The videos became the #1 session driver for website traffic to K&D’s property-specific websites. The social media ads click through rate increased to 12X over benchmark.
You Can Get Results, Too
Are you looking for a targeted, message-driven video that showcases your organization and, most importantly, gets what you do in front of the right audience? Contact our expert team to get started.