Localite

Cortland faced the challenge of bridging the gap between residents and their surrounding neighborhoods. They wanted to enhance Cortland residents’ living experience with a lifestyle publication about the communities they reside in.

Recognizing the power of storytelling and community-driven content, Tractorbeam created Localite – an online publication tailored to its residents' interests and lifestyles. By curating engaging articles, event highlights, and local recommendations, Localite aims to cultivate a sense of community pride and connection within some of Cortland’s biggest markets.

Finding the right name for Cortland's initiative was no small task. Tractorbeam sought a name that would capture the essence of community and connection without veering into the realm of cliché. After careful consideration, they landed on Localite. Simple yet impactful, it reflects Cortland's dedication to fostering local ties and creating a sense of belonging among its residents.

In tandem with the naming and brand strategy, Tractorbeam crafted a design language for Localite that was both inviting and informative. Vibrant visuals, intuitive navigation, and user-friendly interfaces were deployed to ensure a seamless browsing experience, enticing visitors to explore and engage with the content.

Tractorbeam created a go-to-market campaign to announce the launch of Localite and build the audience. It was important that when people in the launch markets came to Localite, they were greeted with insightful articles, therefore each market launched with eight articles each.

Tractorbeam used Programmatic Ads, Meta Ads, Spotify Ads, and Google Ads to reach the audience in the three launch markets.

Tractorbeam manages the Localite social media channels by creating content and amplifying the articles. Each Localite market has its own Instagram profile, and articles are posted on the grid and in the stories. Tractorbeam also adds real-time content to each market’s Instagram story to keep followers engaged and continue to grow the audience.

Tractorbeam designed a monthly newsletter template for each market and encouraged website visitors to subscribe to the email list. Each month, the newsletters are populated with a recap of the articles from the last 30 days and delivered to subscribers.

The key to Localite is growing awareness for Cortland apartments in each market. Tractorbeam measures the publication's success by comparing clicks from articles to the Cortland brand site and the individual property sites. In addition, we’re measuring social media follower growth, email subscriber growth, and Localite website engagement metrics.