Marketing Manager - Demand Generation
2021 - 2022 | Wagepoint
2017 - 2021 | Westcorp Property Management Inc.
Freelance Marketing Consultant
2005 - PRESENT | Uryelle Dimailig Photography & Design
Marketing + CRM Specialist
2012 - 2017 | Field Law
Bachelor of Design, Visual Communication Design
2005 - 2010 | UNIVERSITY OF ALBERTA
“Recommending Uryelle is a no-brainer because she is the dream team member. You never have to ask Uryelle twice for anything, in fact, she is exceptional at anticipating next steps and proactively moving initiatives forward. Uryelle is a professional in photography, communications, marketing and in her daily interactions with people at all levels of an organization. Uryelle is strategic, practical and a delight to work with. ”
— Simone Hughes, MBA, CM - BD & Marketing Global Co-Leader, Gowling WLG
Being just four blocks from the University of Alberta campus, Windsor Park Plaza & Lofts’ tenant-base had historically consisted of 60-75% domestic and international students, with up to 70% of its 700+ doors turning over between the months of June and September. This staggering rate of seasonal turnover was further compounded by COVID-19, which forced not only the UofA to close its campus, but the country to close its borders as well. In response, our team was called upon to combat creeping vacancies and dwindling revenue while the rest of the real estate industry was rocked by the pandemic and a struggling market.
Researched rental trends and customer journeys to identify ideal tenants to shift focus to in lieu of a student demographic.
In short, this ideal tenant would be employed with disposable income or a willingness to invest in their lifestyle, looking to rent for the long-term, takes care of their suite and acts as ambassadors to refer friends and family.
Advocated for significant shifts to operations to better align with the lifestyles of the ideal tenants we wished to attract including becoming a pet-friendly community and accelerating renovations to suites.
Developed new customer profiles and key messaging that moved away from a focus on demographics to instead target “valuegraphics”
Valuegraphics - a strategy developed and researched by David Allison - contends that factors that influence buying decisions the most, such as one’s values, emotions and virtues, are intersectional and follows an individual over a lifetime. As a result, customers are grouped by affinities and traits, rather than age, gender, etc.
Refreshed copy, images and visual identity to reflect new valuegraphics strategy.
Boosted digital spend and optimized campaigns to target new tenant profiles
Maintained 92%+ occupancy throughout the entirety of the pandemic
Decreased incentives while simultaneously increasing rents
Achieved additional revenue via 40+ pet rents within three months of becoming pet-friendly
Offset a 11% decrease in full-time student tenants with a 6% increase in full-time employed tenants YoY
30% increase in renewal rate YoY
Wellington Park Townhomes
With rising vacancy, negative reviews and tenant dissatisfaction causing renewal challenges, our team was faced with the task of overhauling this aging, value-based rental community’s public perception to appeal to a more attractive, qualified target market.
Worked with agency and internal and external stakeholders to develop key messaging and buyer personas that moved away from traditional “feature dump” marketing and instead employed an emotional storytelling approach
Oversaw production of lifestyle imagery and video including developing a shot list, casting models, pulling wardrobe and leading day-of-shoot logistics
Developed and project managed highly strategic omni-channel digital marketing campaign including Google Paid Search, Google Display Network, Facebook/Instagram advertising, and hyper-targeting/geo-fencing online ads
Expanded online listing program to additional platforms to maximize exposure and reach
Rolled-out a community rewards program to engage tenants and encourage resident reviews
Created property microsite
Developed and designed new collateral to support on-site leasing efforts including sales sheets, signage and branded templates
Leasing experienced a 110% increase in traffic year over year
Decreased vacancy rate from 17% to 3% within 3 months
Google rating increase from 1.8 stars to 3.1 stars within 9 months
Increased the number of online reviews from 8 to 24 within 3 months
Eliminated the need for incentives, thereby allowing us to increase overall NER by 8.3%
Increase in overall NPS rating from 6.46 to 8.70 within 18 months
With over 120 lawyers and 20+ practice groups, Field Law identified a need for a centralized client database to consolidate shared contacts, streamline marketing lists and better track the business development efforts.
Developed comprehensive CRM training program designed to engage both lawyers and administration staff to exercise ownership over their clients’ data and integrate using the new CRM solution into their everyday workflow
Oversaw the import of all contacts within the Firm from individual Outlook lists into one centralize database
Oversaw an extensive database cleanup
Ongoing training and one-on-one technical support to shift the culture around data stewardship
Developed workflows for event list builds and group holiday cards
100% adoption of CRM solution to 300+ employees within 1 year
Cleaned, de-duplicated and standardized formatting for over 60,000 contacts
Decreased time spent on list builds from an average of six hours to under 30 minutes per lawyer.
With an average of three list builds per year, this streamlined process freed up approximately $594,000 worth of billable hours firm-wide per year which would have otherwise gone to administrative tasks