Tripalink

as Brand Marketing Team Lead

When I joined Tripalink as Brand Marketing Director, co-living was still an emerging concept—many renters were unfamiliar with its benefits, and traditional housing options still dominated the market. The challenge was to find the right marketing approach that would resonate with students and young professionals in Los Angeles.

THE CHALLENGE

Initial Problem Discovery

To position Tripalink as a go-to housing solution, I needed to identify our strongest target audience, define our messaging, and craft a strategy that highlighted co-living’s unique advantages.

THE RESEARCH

THE PROCESS

Market Research & Audience Insights

Through in-depth market research, competitive analysis, and user surveys, I identified that young professionals were the ideal audience to target.

Why Young Professionals?

  • They valued fully furnished, move-in-ready housing, as many were relocating for jobs.

  • They sought a stress-free living experience—flexibility, convenience, and affordability were top priorities.

  • They had stable incomes and a greater willingness to pay for individual housing options.

  • They valued community but didn’t want the chaotic atmosphere of traditional student housing.

Refining the Student Market Approach

This research provided the foundation for Tripalink’s marketing and brand positioning, ensuring our campaigns spoke directly to the unique needs and pain points of our target audiences.

While students still made up a key portion of our audience, I refined Tripalink’s messaging to focus on ease of living, cost-sharing benefits, and community appeal rather than just affordability.

Strategic Marketing Approach

Once we defined our audience, I implemented a multi-channel strategy to expand Tripalink’s brand reach and awareness.

Brand Messaging & Positioning

  • Shifted the brand’s focus from just affordability to a lifestyle choice emphasizing convenience, stress-free living, and premium amenities.

  • Developed marketing materials, website content, and ad campaigns tailored separately for students & young professionals.

  • Created localized marketing campaigns specific to Los Angeles, showcasing Tripalink’s convenience for working professionals in high-demand neighborhoods.

Data-Driven Market Expansion Strategy

  • Used search trends & housing demand data to identify ideal marketing channels & high-conversion keywords.

  • Focused on high-density job hubs to market Tripalink as an ideal solution for young professionals relocating for work.

Strategic Partnerships & Community Engagement

  • Partnered with Los Angeles-based universities, companies, and coworking spaces to reach young professionals looking for hassle-free housing.

  • Strengthened university partnerships to maintain a strong presence in student housing fairs, events, and online forums.

  • Launched influencer collaborations with lifestyle and finance creators to educate renters on co-living’s benefits.

THE IMPACT

Expanding Tripalink’s Audience & Market Presence

Successfully positioned co-living as an ideal housing option for young professionals, increasing website traffic by 420% and leads by 388%.
Refined brand messaging to better target audience-specific needs, increasing social media engagement by 228%.
Expanded Tripalink’s partnerships to reach 3 LA universities and professionals relocating for work, ensuring a steady stream of high-quality leads.
Created sustainable brand awareness by making Tripalink a recognizable name in both student and professional housing markets.