Innova, a modern, amenity-rich residential community, was scheduled to open in June 2015 in Cleveland’s Greater University Circle neighborhood. University Circle is Cleveland’s cultural, educational and medical hub, home to the city’s largest museums, three universities, two hospitals (including the world-famous Cleveland Clinic) and the Louis Stokes VA Medical Center.
Innova is owned by The Finch Group, a developer of multi-family residential rental properties. It was their intent to focus on providing more than a luxury living experience; Cleveland’s revival has made the downtown and surrounding suburbs rich with offerings of that kind. Instead, the focus at Innova is on balanced living. Situated adjacent to the Cleveland Clinic campus, Innova offers a living experience that enables the hard-working employees of the Clinic and surrounding institutions to ‘Work hard, live easy.’
To support a successful lease-up.
To position Innova as the place to live for those who work in the Greater University Circle area and to get that message to our target audience.
Innova is an all-inclusive community that makes it easy for residents to work, commute, congregate and shop close to home. The state-of-the-art fitness center offers free workouts on the latest, high-tech exercise equipment. The two-story lobby, sky deck, and resident lounge serve as welcoming and gathering spaces that provide residents a place to socialize and build community ties. In addition, there is onsite shopping, private parking and a (unheard of) 24-hour concierge service that includes personal services from shopping to dog walking. Leases for onsite restaurants were also in discussion.
While we addressed much of this on the website, www.Innovaliving.com, we understood that if we wanted to attract the busy doctors, residents and other employees around the Circle, we would have to get their attention by showing them what life at Innova could look like. Additionally, the City of Cleveland was behind on Innova’s streetscape and we were concerned that people might think the building was not yet ready for occupancy, despite the signs that declared otherwise.
As a result of our challenges, we decided to shoot a video telling the story of three busy Innova residents: a doctor, a student and an executive. We hired a videographer and three actors (the head concierge played himself). We showed how Innova enabled residents to transition from the stress of the day. We chose a non-restricted version of ‘Under Pressure’ as the theme song and the video was completed--from storyboarding to final cut--within two weeks.
We posted the video on YouTube, then on the Innova website. Next we began to promote it to our community contacts around University Circle. The feedback was wonderful--we were even asked about producing a brand video for a neighboring institution. We shared the video on social media, and other organizations and individuals reshared it, including Innova residents. And then the phone began to ring with requests for tours.