"It all started with a flyer in the elevator." That's how one resident's story began as he shared about his amazing experience living in an Apartment Life community. The flyer was colorful and fun. He didn't want to be the only resident to miss out on an awesome party. Once he arrived at the event a week later - a cookout and pool party - he was welcomed by his coordinators and struck up what became a years long friendship with them and many other neighbors.
That's the impact that a simple flyer can make. As you promote events, you're not only telling residents the details of when and where, you're inviting them into an experience that leads to relationships. Good promotion tells people where to be. Great promotion makes people feel compelled to come and experience something for themselves.
Great promotion also generates anticipation. It creates what we at Apartment Life call "the buzz," as residents get excited about what's coming and begin to spread the word throughout the community. Here is a step-by-step process for promotion that gets attention and builds anticipation:
1. Start with an Eye-Catching Design.
2. Build Out a Predictable Rhythm for Promotion
One of the best ways to build anticipation is to let residents know when they can expect event updates and announcements. Creating a regular rhythm will also help you balance the details of planning multiple events at once so that you know you're on track. This could mean putting monthly event calendars in your community elevators and common spaces on the first day of every month. You might find that scheduling event posts on social media two weeks in advance is most helpful. Whatever your rhythm, make it regular and predictable so that residents will start to expect your communication and keep an eye out for event-related announcements.