This proposal was developed and presented as part of a recruitment challenge for the University of London.

Eleanor Rosa House is a 28-storey student accommodation in Stratford, East London, offering a modern and secure living experience. I was invited to create a full marketing plan under a tight deadline, with the goal of increasing awareness, boosting occupancy, and improving communication across digital and physical touchpoints, all within a realistic £40,000 budget.

🔍 The Challenge
As part of a non-commercial university housing service, Eleanor Rosa House faced visibility challenges in a highly competitive student accommodation market. Unlike private operators, it had limited branding presence, low online engagement, and minimal differentiation. The task was to build a strategy that would attract and convert students while working within public-sector restrictions and institutional tone.

🧠 My Approach
I used a data-driven, human-centred approach. First, I mapped the market, audience and competition using SWOT, PESTEL and cross SWOT analysis. Then, I structured the marketing plan into four key stages (Reach, Act, Convert and Engage) aligning all actions to the student journey and budget priorities.

🛠️ What I Delivered
- Market research and audience profiling (students aged 18–30 in East London)
- Competitive analysis of other accommodations and rental substitutes
- Full communication strategy across 4 funnel stages
- Content plan using UGC, storytelling and influencer seeding
- SEO, SEM, and SMM structure
- Partnerships & activations with local cafés, events, and schools
- Email marketing concept with lifestyle-led content
- Physical media plan (Metro ads, flyers, local visibility)
- Annual campaign calendar + £40K budget allocation across actions

📊 Highlights of the Proposal
- Focus on student voice, community and convenience
- Use of limited-time perks, referral incentives, and local events to boost conversion
- Post-move-in retention strategy using feedback loops, events and surveys
- Cost-effective media mix aligned with digital behaviour
- Fully mapped academic-year timeline to plan seasonal actions

💬 Presentation Outcome
The pitch was praised for its clarity, feasibility, and structured logic, balancing creativity with institutional responsibility. The campaign could be deployed immediately, offering strong return potential with minimal waste.