Cheshire-based REAL Agency has been appointed by fellow North West business MCR Property Group to lead paid media and campaign strategy for FLOW Students, the developer’s recently launched £360 million purpose-built student accommodation portfolio.
The agency will oversee campaign planning, paid media implementation and performance monitoring as FLOW Students enters its first full recruitment cycle.
FLOW Students forms part of MCR Property Group’s growing presence in the UK student accommodation sector. The portfolio currently spans key university cities including Canterbury, Coventry, Liverpool, Nottingham, Sheffield and Sunderland, with the business outlining ambitions to expand the platform significantly over the coming years.
Launched as a £360 million Purpose-Built Student Accommodation (PBSA) platform, FLOW Students has a defined trajectory towards 15,000 beds and beyond as the brand continues to grow across the UK.
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REAL Agency will work closely with the FLOW team to ensure the brand is visible to prospective students actively searching for accommodation, supporting booking performance across key recruitment periods.
Laura Bosworth, founder of REAL Agency, said: “The UK student accommodation market is highly competitive, so visibility at the moment students are actively searching for where they’ll live is critical. Our role is to ensure FLOW is being seen by the right people at the right time, with campaigns strategically structured around the student decision journey.”
REAL Agency specialises in marketing for property, place and higher education brands, working with developers, operators and universities across the UK to deliver brand strategy, campaign planning and digital performance. It is well-versed in the workings of the specialist student accommodation sector, with a client list that includes the likes of u-student.com and Neo Students.
The appointment comes as REAL approaches its tenth year in business, having been founded in 2016.
FLOW Students represents a £360 million investment by MCR Property Group and forms part of the developer’s wider residential and living strategy across the UK, and also encompassing commercial, industrial and retail assets nationwide.
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