Photo Shoots, Website Architecture

CHALLENGE

While 92Y Residence offered rates on par with direct competitors for providers of housing for students and young adults, it faced new competition from co-living start-ups that offered new construction and premium locations.

A significant application fee could be a deterrent, as the website was light on photos and descriptions of the living space.

It was also a challenge to highlight the relationship with 92nd Street Y in a way that accentuated the benefits of the location above the cultural center, while decoupling the inaccurate association with rooms offered by YMCAs (an SEM issue).

OPPORTUNITY

Following a SWOT analysis to understand the landscape and a discussion with the Residence Director, I set out to refresh the website with more robust information for potential residents, their parents/guardians, and people with an interest in organizing group stays. 

Upgrades to common areas and room furniture offered the perfect opportunity for me to organize a photo shoot and 360° room tours, and I created more inviting copy for the website (including taking advantage of the buzzy term co-living!) based on SEO, research, and survey info. 

The new site (now 92NY.org/Residence) included a new page for groups, the addition of staff headshots, a new FAQ, detailed room availability, descriptions of amenities (with images!), and room descriptions that included floor plans, beautiful photos, and 360° tours, among other upgrades. The result was an improved user experience and more effective sales tool. 

The images and copy were used for new collateral (below), digital signage,  an organic Instagram campaign (below), InternQueen influencer marketing campaign, email campaign to prospects, bilingual (English and Spanish) AdWords campaign, and ads in domestic and international publications targeted to college/university housing professionals.

92Y RESIDENCE

Affordable, Amenity-filled Housing for Students, Interns, and Young Professionals in the Heart of Manhattan

92Y.org/Residence

The Ideal Space to Make Your Base!

Whether you’re a student coming to Manhattan for college, an internship, or graduate school, or a beginning professional just starting  your career, 92Y Residence offers a home like no other in New York City.

Located just blocks from Central Park and steps from public transportation options (including a bus stop right outside our door), 92Y Residence is in a safe Upper East Side neighborhood lined with shops and restaurants, and situated atop a New York City gem: the renowned cultural and community center that is 92nd Street Y.

What 92Y Residence offers:

• Fully-furnished rooms with city views (available as singles or doubles, which can accommodate up to three people)

• No broker’s fee

• 24-hour building security

• Weekly housekeeping service

• Free linens (linens in photos are not offered)

• On-site laundry facilities

• Free Wi-Fi

• Common rooms with smart TVs

• Accommodations for groups, with discounted rates for those of 10 or more

• A global community

Plus, amazing benefits you won’t find elsewhere:

• Free access to 92Y’s state-of-the-art fitness center, with ozone-purified pool, indoor track, 100-plus weekly fitness classes, and more

• Discount tickets to cultural events in 92Y’s world-class concerts, talks, and readings series

• $10 tickets to all 92Y XYZ events, curated specially for Generations, X, Y, and Z

Some recent 92Y events:

Lizzo ∙ Gwyneth Paltrow ∙ Pete Buttigieg ∙ The 92Y Food Summit ∙ Daniil Trifonov ∙ Chelsea Clinton ∙ Robert De Niro ∙ Cécile McLorin Salvant ∙ Maggie Rogers ∙ Zadie Smith ∙ Tara Westover ∙ Danez Smith ∙ Pod Save America’s Dan Pfeiffer ∙ The Social Good Summit ∙ Jameela Jamil

For more information or to book your stay, visit 92Y.org/Residence, call 800.858.4692, or email 92YResidence@92Y.org.