Tempo, Gilbane
Recognizing the value of partnering with respected athletes who have high amounts of respect and buy-in from the student body, Tempo decided to take a bold step forward by signing star quarterback Taulia Tagovailoa. Taulia agreed to produce authentic content in the form of Instagram posts and Instagram reels that would highlight Tempo's luxury student living community. In exchange, Taulia received free housing for the academic year 2021-2022.
Challenges
In the world of college sports, the NIL (Name-Image-Likeness) landscape has changed dramatically in recent years, opening new frontiers for campus marketing. College athletes can now partner with companies to promote them to their social following, paving the way for innovative marketing strategies that leverage the power of these athletes' personal brands.
That's where Tempo College Park comes in. A new luxury student housing community in College Park, Maryland, Tempo was eager to explore the potential of NIL marketing. Recognizing the value of partnering with respected athletes who have high amounts of respect and buy-in from the student body, Tempo decided to take a bold step forward by signing Maryland star quarterback Taulia Tagovailoa.
Our Approach
A junior quarterback and the brother of Miami Dolphins quarterback Tua Tagovailoa, Taulia was a top-100 most valuable college football player at the time, with an estimated annual NIL value of $268K. With 157K total followers on social media, Taulia was a social media influencer in his own right, and his endorsement carried significant weight among Maryland students and college football fans.
Tempo partnered with Taulia and his management team to structure an NIL deal that would be beneficial to both parties. Taulia agreed to produce authentic content in the form of Instagram posts and Instagram reels that would highlight Tempo's luxury student living community. In exchange, Taulia received free housing for the academic year 2021-2022.
The Results
The results were nothing short of impressive. One Instagram reel that Taulia posted to his account reached 58K accounts - 16K of his followers and 42K non-followers. One Instagram post that Taulia posted to his account reached 60,598 accounts and garnered 2,540 likes. The exposure of this deal was a win-win for all parties involved. Taulia experienced an elevated living experience at Tempo, a brand-new community that eased his commute and provided a reprieve from his busy schedule. At the same time, Tempo benefitted from a first-hand partnership with a respected athlete who had high amounts of respect and buy-in from the UMD student body.
These exposure opportunities spanned both the digital and interpersonal realm, taking place in the form of four Instagram feed posts, twelve Instagram story posts, attendance at four in-person events held by the community, and continued engagement and social presence on Tempo's social media feed, which posted one to two times daily on average.
The impact of this NIL agreement was felt not just in the social media metrics but in Tempo's leasing success. By leveraging Taulia's endorsement, Tempo was able to create a buzz around its brand and drive significant interest in its luxury student living community. The community was fully leased for the 2021-2022 academic year, with a projected rent growth of 3% in 2023.
In conclusion, Tempo College Park's innovative NIL agreement with star quarterback Taulia Tagovailoa was a game-changer for the luxury student housing community. By leveraging the power of Taulia's personal brand and social media following, Tempo was able to create a buzz around its brand and drive significant leasing interest. The NIL agreement was a win-win for all parties involved, and its success showcases the potential of innovative marketing strategies in the NIL landscape.