In an effort to build buzz and increase overall brand awareness, Bill Kaelin Marketing curated unique marketing concepts on site for residents while cultivating strategic partnerships through local community outreach. This sparked both loyalty to and recognition of the lilli Midtown name in the Atlanta community. 6 months after beginning work with Bill Kaelin Marketing ownership sold the property for $70 million dollars, a rumored record breaking sale.
The Tour Experience + Move In
The BKM team worked with management company, Matrix Residential, to refine the tour experience from start to finish. This included redesigning the tour route, implementing some personal touches, and curating a lilli Midtown takeaway bag for all guests. In addition to this, the BKM staff helped the leasing team secure various move in gifts such as deals on wine from Mac's Beer and Wine and discounted annual memberships to the Atlanta BeltLine Partnership, granting new residents discounts to over 80 local businesses.
Mid-month Magic Curated Gift
Each month the BKM team sources a local product to gift to residents. Some past gifts include: truffles from Georgia based Condor Chocolate, custom Candlefish candles, personalized succulents, and branded glass water bottles.
Resident Event Marketing
With so many resident events each month, the BKM team helped the lilli Midtown leasing staff to put together a POA when marketing all resident events. This involves email, SMS, and on site promotions. The BKM team worked directly with Chill Creative to create all event collateral for promotion. Prior to Chill joining the project, BKM handled collateral creation.
Wine Down Wednesday
Every Wednesday evening residents were invited to enjoy a wine offering from Mac's Beer and Wine. Natalia, the wine expert from Mac’s Beer and Wine offered an education on the first Wednesday of the month where she explained each wine being served that month and let residents know where to purchase. BKM secured discounted prices from Mac's and arranged occasional catering from nearby restaurants such as Ponko Chicken.
Tito's Cocktail Cart
Twice a month on Monday evenings the leasing team offered a complimentary Tito's cocktail to residents. The team prepared each drink door to door. BKM crafted the drink recipe each month and has secured discounted pricing on both the Tito's Vodka and Montane Sparkling Water used in the cocktail.
Resident Breakfast
Twice a month on Saturday morning residents were invited to join a fitness class and then enjoy breakfast in the SkyLounge. BKM secured fitness partners: Exhale Spa, Nicole Lemm, Julianna Pilates, and Vesta Kickboxing. BKM secured breakfast partners: Nectar Smoothies, Crepemasters, and Kale Me Crazy.
Spring Pool Party
The BKM team kicked off the opening of the pool with a Spring pool party for residents. Residents enjoyed chilled lavender towels, small bites, poolside cocktail service, and more!
Outside Events
Mix and Mingle with MAAP
BKM invited local networking group, Metro Atlanta Association of Professionals, to host their networking meet up for the month of March in the SkyLounge. Guests enjoyed tours of the property, wine, and charcuterie. BKM handled event logistics such as catering and marketing. In addition, BKM provided the leasing team with attendee data for follow up promotions.
Atlanta Film Festival
BKM secured The Atlanta Film Festival's Nola Themed after party on the 25th floor. Guests enjoyed tours, a DJ, New Orleans inspired catering, and beverages. Residents were invited to this event and given exclusive access to the film festival. lilli Midtown was considered a bronze level sponsor which granted the property multiple mentions and features throughout the festival. This event was attended by press and media alike.