When was the last time you liked a post from your property manager? As the Senior Content Manager at Common, a Series D coliving firm, I brought multifamily brand marketing into the 21st century with content that resonated with today’s renters.
Highlights include:
Copy and content writing across digital and physical assets: web, social, content, OOH, and wherever else Common appeared
Social media strategies that broke the mold of a traditional property manager to engage renters before they were ready to move
Content, social, and influencer strategies for ongoing and one-off 360 campaigns
Model casting and photo direction for brand defining visuals
Writing
I owned and deployed Common’s brand voice across all digital and physical channels, from social media captions to property pages and leasing brochures.
Select work
Mily Living homepage (2021 rebrand of Kin Families)
Homepage copy for Mily Living, a Common subsidiary brand
Moving Season
The biggest time of the year for moving is between May and September, otherwise known as Moving Season. In 2022, Common set out to own the conversation around moving and renting in with a multi-channel campaign spanning content, press, social media, brand collaborations, and influencer partnerships.
Concept, Content Strategy, Photoshoot Production and Creative Direction, Copywriting, Influencer Partnership
Local Art in Action
Common’s Local Art in Action program connected renters to their communities through the art in their homes. Over the course of two years, I worked with a dozen artists in Chicago, New York, Los Angeles, and Philadelphia to place their work in Common coliving suites and feature their stories across marketing channels.
Concept, Artist Partnerships, Photoshoot Production, Copywriting, Social Media Strategy
Mug featuring art by Zipeng Zhu, New York City, Photography by Seth Caplan for Common Living Inc.
Print by Jocelyn Tsaih, San Francisco, Photography for Common Living Inc.
Print by Carly Kuhn, New York City, Photography by Seth Caplan for Common Living Inc.
Print by Amber Vittoria, New York City, Photography by Seth Caplan for Common Living Inc.
Visual Content
I collaborated with Common’s visual content team alongside photographers, models, and stylists to create images that captured Common’s design-forward apartments. I provide editorial direction to our team from start to finish: conception, casting, on-site direction, and post-production.
These images lived across Common’s website, social media, email, and print materials.
Shot List Creation, Casting, Wardrobe, Onsite Management Post-Production Consulting
Photography by Melanie Landsman for Common Living Inc.
Photography by Melanie Landsman for Common Living Inc.
Photography by Melanie Landsman for Common Living Inc.
Photography by Melanie Landsman for Common Living Inc.
Photograph by Melanie Landsman for Common Living Inc.
Photography by Seth Caplan for Common Living Inc.
Photography by Seth Caplan for Common Living Inc.
Photography by Seth Caplan for Common Living Inc.
Social Media
I developed social strategies for Common’s B2B and B2C channels, growing the brand’s following across Instagram, LinkedIn, TikTok, and Pinterest by 467%.
I created go-to-market plans for new properties, collaborated with dozens of influencers, targeted business objectives through strategic content, and made Common the most followed coliving company in the country.
As a social media thought leader, I trained on-site teams to capture content for emerging platforms and worked with Common’s business development team to highlight our social media capabilities to prospective partners.
Content Strategy, Visual Content Production (Creative Direction), Copywriting, Community Management, Social Partnerships
Common’s Social Media Guidelines