The Scion Group

Overview

The Scion Group is one of North America’s leading owners, operators, and advisors of student housing. They have focused on the student residential experience, both on and off campus since 1999.

This team of driven and determined individuals secures their spot as one of the fastest-growing, industry-leading companies in their space. They keep the diversity of students as a top priority by developing unique brands of communities, designed as a family.

The Opportunity

The Scion Group’s marketing team understood the benefits of digital marketing and wanted additional expertise in maneuvering the digital space. The team sought guidance from an advertising agency but didn’t receive clear or frequent reporting or communication. In seeking a new partnership and direction for their digital efforts, they turned to EMSC for expert guidance.

The Strategy

EMSC created a customized digital strategy that included search engine optimization, pay-per-click advertising, and graphic design direction.  

We conducted significant keyword research and competitor analysis to identify critical industry-specific intent terms to target so Scion could rank well on both Google SERPs. Optimizing for student housing-specific queries was an important strategy here as well. On the paid side, we created customized PPC campaigns for each property to highlight attributes and drive the call to action. As The Scion Group acquired more properties, EMSC developed strategies to differentiate the company from competitors through design techniques, ROI-focused ad copy, and campaign types.