Novel Student

Background

Novel Student launched in 2020 as a new student accommodation provider. Since then, the portfolio has grown rapidly, from three to 16 buildings in just under three years - that's almost 5,700 beds - across the U.K and Spain.

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Objectives

As a business in its infancy without the benefit of referrals from current residents, we needed to:

Generate awareness of the Novel brand and offering.
Build trust with students and parents.
Deliver a high volume of inbound leads and online bookings.
Achieve high occupancy rates across their newly launched U.K buildings.

Approach

At the start of our relationship, we spent time with Novel’s key stakeholders to deepen our understanding of the business and brand. We combined this insight with audience research, which examined student preferences, search trends and online behaviour, to build a strategy initially focused on:

‍Improving website visibility

We focused on Novel’s website visibility, strengthening the domain authority through a well-formulated link-building strategy.

Multichannel digital campaigns

We then developed a multichannel paid media strategy, encompassing Google, Meta and TikTok.

Segmented messaging

We emphasised amazing amenities and campus proximity for domestic students, safety and support services for parents, and community life at Novel residences for international students, easing concerns about studying abroad.

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Results

During the 2021/2022 academic year, we achieved an average occupancy rate of 97% across their portfolio, achieving 3K leads with an average CPL of under £40.00.
Through our knowledge-backed approach to SEO we’ve built over 450 high-quality backlinks, and have increased the number of keywords that Novel.com ranks for on Page 1 by 2,957%.
Novel’s estimated organic traffic is currently at an all-time high: an increase of 8,834%, as we worked from the ground up.

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97%

Occupancy

3,000

Leads

+8,834%

Organic Traffic

Due to the success of our U.K campaign, our brief was expanded to include Novel’s student accommodation buildings in Spain for the 2022/23 academic year.

Client's Feedback

“As a new business focused on launching new-build student accommodation properties, our foremost objective was to cultivate awareness for the Novel brand. theEword has played a pivotal role in achieving this goal through their research and industry knowledge. They have not only facilitated the successful launch of our early property portfolio but also contributed to its expansion.”

Gina McMorran - SVP Sales & Marketing Europe, CA Ventures

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We're the trusted digital marketing partner for PBSA clients large and small. We manage the lead generation, awareness building and activation for over 300 buildings across the EU, US and Asia.

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