Overview: When brainstorming ways to connect with the community, apartment buildings were a no-brainer. Apartments house a high concentration of potential customers who value convenience and often are located in urban settings where access to grocery or big box stores isn’t the norm. With no cost to the apartment complex, Buncha provided a very enticing service for their residents - a way to get their groceries at a time that is convenient for them at a cost that can’t be beat. From Buncha’s perspective, the ability to deliver multiple orders to one building in one stop was a literal depiction of how the Buncha model was built to work - aggregating orders for deliveries within a close proximity.
In total, Buncha had relationships with 250+ apartment complexes in both the greater metro areas of Minneapolis and Denver. These complexes ranged from urban to suburban, luxury to standard, high rise to boutique, and everything in between. Buncha engaged with these properties through various means listed below, as well as, through Monthly Apartment Bulletins that equipped property managers with information regarding recent updates, current promotions, links to resources, etc.
I created a Property Manager Packet that was an informative, yet non invasive way of introducing Buncha to apartment buildings.
Packet contents:
1-pager of information about Buncha
1/3 sheet with QR codes that direct to property resources (Resident Email Template, Asset Request Form, and Buncha Website)
A double-sided flyer with additional information
A (20) pack of gift cards to be added to new move-in packets
A business card with contact information
Buncha hosted or sponsored various types of events at many different apartment complexes throughout the greater metro areas of Minneapolis and Denver. Events ranged from Coffee & Donuts to Happy Hours and even a few National Night Out parties.
This was a great way to build relationships with property managers and connect with residents. Buncha had a representative at each of these events to share information and answer any questions potential customers may have.
We offered ‘buncha spot’ signs to properties to allow for them to designate a spot for deliveries. This was pitched as a convenience for them, taking away any need for them to assist our drivers, and a way to minimize any confusion or misplacement of orders. These signs were also a significant benefit to Buncha from a marketing perspective as they provided brand awareness and a QR code for customer acquisition.
We gave properties the option to request elevator signage. This was a great way to capture the attention of residents as they were going in and out of the building. Each sign showcased Buncha’s value props, how the service differs from others, and a QR code to download the app with a coupon auto-applied.
Digital signage was also available to properties. These signs could be rotated through or remain static on TVs in the lobby, coffee bar, etc. Not only did digital efforts serve as a nice reminder for residents but it also was visible to prospective tenants attending a tour, visitors, delivery personnel, etc.
Properties had the option to request stands with a coupon card holder attached. Many properties requested to have this for ease of access to coupons at the front desk or at a resource station for the residents. Similar to digital signage, these stands allowed for additional exposure to the Buncha brand outside of just the residents.
There were a few apartment complexes that Buncha employees resided in, which gave the company the opportunity to place doorhangers throughout the building - one complex was even 36 stories!
I wanted to personalize the app experience for our customers by positioning Buncha as an exclusive amenity, giving every property its own tailored app experience. To achieve this, I mapped apartment locations in our backend and customized in-app billboards to display the complex's name. As a result, whenever someone from a specific building scanned a QR code or manually downloaded the app, they'd be greeted with this personalized touch upon entering their address. This customization helped create a sense of community and encouraged use through groupthink—if neighbors were using it, they might be more likely to join in as well.
As mentioned in the Property Manager Packet, I provided managers with templated emails (plain text or HTML) to send out to their residents informing them about Buncha. I also made a form for properties to request assets - flyers, gift cards, digital screens, elevator signs, etc. This allowed for a quicker turn around time on distribution and an overall more convenient way for property managers to engage with Buncha as needed.