Deliverables

• Social media campaign planning

• Target audience research and audience targeting

• Facebook page creation and setup

• Social media graphic design

• Social media copywriting

• Facebook advertising

• Campaign management and reporting

• Development one-pager design

30|90 Marketing partnered with The Banyan Foundation, Inc. to support leasing for Capstone at the Oaks, an affordable senior housing community in Lake Charles. The assignment centered on attracting qualified residents, creating a professional social media presence, and generating inquiries that would help lease the remaining available apartments.

The community had a limited number of apartments left to lease, making it important to reach the right audience with clear, consistent messaging. Because Capstone at the Oaks did not have an established social media presence, the campaign also included building a recognizable brand on Facebook that residents and their families could easily find and trust.

30|90 created the property's Facebook page, developed a fresh visual style for social media graphics, identified the target audience, wrote campaign copy, and managed both organic content and paid advertising. The team also designed a one-page marketing piece that provided prospective residents and referral partners with a clear overview of the community, its amenities, eligibility requirements, and leasing information. Over the course of one month, the campaign included six social media posts and one targeted Facebook advertising campaign designed to increase awareness and encourage prospective residents to request more information.

The Facebook advertisement generated 28,382 views, reached 20,361 people, and produced 137 link clicks, all while remaining under budget. The six organic social media posts generated an additional 25,580 views and 1,233 engagements, extending the campaign's visibility throughout the lease-up period.

By the end of the campaign, Capstone at the Oaks had filled its remaining available apartments. This project demonstrates 30|90 Marketing's experience helping affordable housing developers reach qualified residents through focused social media campaigns, paid advertising, and clear communications that support leasing goals.