sit-social-setup-launch.md

Editor⌘S per salvare

# Students in Town — Social Media Setup & Launch Content

**Created:** 2026-03-09  
**By:** Marco | Head of Marketing  
**Status:** Ready for execution

---

## 1. Social Media Naming

### Primary Recommendation: @studentsintown

**Status Check (2026-03-09):**
- **Instagram:** Uncertain (requires direct login to verify if truly available)
- **TikTok:** Uncertain (requires direct login to verify)

**Backup Options (if @studentsintown is taken):**
1. `@students.intown` (variation with dot)
2. `@studentsintown.official`
3. `@sit.homes` (brand abbreviation, modern)
4. `@studentsintownofficial`

**Recommendation:** Try to claim `@studentsintown` FIRST on both platforms. If unavailable, go with `@students.intown` (maintains brand coherence, dot = modern aesthetic).

**Action:** Lorenzo or team member needs to manually create accounts and verify availability.

---

## 2. Social Media Bio & Descriptions

### Instagram Bio (150 characters max)

**Option A (Human-first):**
```
Meet your flatmates before you move in 🏠
Your first friends in a new city ✨
All-inclusive. No surprises.
👇 Find your home & your people
```

**Option B (Product-focused):**
```
Student housing, reimagined 🏠
Choose your home. Choose your people.
All-inclusive. No surprises.
🌍 EU & UK | 18-30
👇 Book your room
```

**Option C (Benefit-led):**
```
Your first friends in a new city 🤝
Student flats where you meet flatmates BEFORE moving 🏠
All-inclusive. No surprises.
👇 Available now
```

**Recommendation:** **Option A** — leads with unique value prop ("meet flatmates before"), emotional benefit first.

**Link:** [to be added — website URL or Linktree]

---

### TikTok Bio (80 characters max)

**Option A:**
```
Your first friends in a new city 🏠✨
Meet flatmates before you move 👇
```

**Option B:**
```
Student housing where you choose your people 🤝
All-inclusive. No surprises 🏠
```

**Recommendation:** **Option A** — shorter, emotional hook.

**Link:** [website URL]

---

### LinkedIn (Company Page)

**Headline:**
```
Students in Town | Student Housing Reimagined
```

**About (2,000 characters max):**
```
Students in Town is the first student housing platform where the human experience is built into the product.

We believe moving to a new city shouldn't mean starting from zero socially. That's why we let students meet their future flatmates before they move in — turning strangers into friends from day one.

🏠 What We Offer:
• Carefully selected flats in student-friendly neighborhoods
• Meet your flatmates before you commit
• All-inclusive pricing (rent + utilities + WiFi + cleaning)
• No hidden fees, no surprises
• 18-30 age range, international & local students

🌍 Currently Available:
Milan, Rome, Bologna, Florence, Madrid, Barcelona, Lisbon, Berlin (expanding 2026)

🎯 Who We Serve:
International students, Erasmus participants, young professionals relocating for work or study.

Students in Town is more than a place to live — it's your first community in a new city.

Founded 2026 | HQ: Italy
```

---

## 3. Website Copy

### Homepage

#### Hero Section

**Headline:**
```
Your First Friends in a New City
```

**Subheadline:**
```
Student housing where you meet your flatmates before you move in. 
All-inclusive. No surprises. Your home & your people, sorted.
```

**CTA Button:**
```
Find Your Home
```

**Supporting Text (below CTA):**
```
📍 Milan • Rome • Barcelona • Madrid • Lisbon • Berlin
👥 Ages 18-30 • International & Local Students
```

---

#### How It Works (3-step)

**Headline:**
```
Choose Your Home. Choose Your People.
```

**Step 1:**
```
🏠 Browse Flats
Explore our curated selection of student-friendly homes in top European cities. 
All-inclusive pricing: rent, utilities, WiFi, and cleaning included.
```

**Step 2:**
```
🤝 Meet Your Flatmates
See profiles of current and future flatmates. Chat, video call, or join a group hangout. 
Decide if they're your people before you commit.
```

**Step 3:**
```
✅ Book & Move In
Reserve your room in seconds. No hidden fees, no landlord runaround. 
Welcome home.
```

---

#### Why Students in Town?

**Headline:**
```
Housing Isn't Just Four Walls
```

**Block 1: Human-First**
```
🤝 Meet Flatmates First
Unlike traditional platforms, you get to know your future flatmates before moving in. 
No surprises. Just people you actually want to live with.
```

**Block 2: All-Inclusive**
```
💰 One Price, Everything Included
Rent + utilities + WiFi + weekly cleaning. No surprise bills. No "extras." 
What you see is what you pay.
```

**Block 3: Student-Focused**
```
🎓 Built for 18-30s
We only accept students and young professionals aged 18-30. 
Everyone's in the same boat — new city, new chapter, new friends.
```

**Block 4: Safe & Vetted**
```
✅ Verified Profiles
Every flatmate profile is verified. Every flat is inspected. 
No scams, no fake photos, no sketchy landlords.
```

---

#### Social Proof Section

**Headline:**
```
Join 1,000+ Students Who've Found Their People
```

**Testimonial 1:**
```
"I was terrified of moving to Milan alone. Meeting my flatmates on a video call before I arrived completely changed that. They picked me up from the station on day one!"
— Laura, 22, Erasmus in Milan
```

**Testimonial 2:**
```
"All-inclusive pricing saved me so much stress. I knew exactly what I'd pay every month — no surprise utility bills, no WiFi drama."
— Marco, 19, Engineering Student, Rome
```

**Testimonial 3:**
```
"The flat profiles showed me exactly what to expect. The video tour was spot-on. My flatmates are now my best friends."
— Sofia, 24, Master's Student, Barcelona
```

*(Note: These are placeholder testimonials for design purposes. Replace with real testimonials once available.)*

---

#### CTA Footer

**Headline:**
```
Ready to Find Your People?
```

**Subheadline:**
```
Browse available flats in Milan, Rome, Barcelona, Madrid, Lisbon, and Berlin.
```

**CTA Button:**
```
Explore Flats
```

---

### About Page

**Headline:**
```
We Believe Moving Should Feel Like Coming Home
```

**Body:**
```
Students in Town started with a simple question: Why does student housing feel so… lonely?

You move to a new city, excited but nervous. You book a room online, show up, and meet your flatmates for the first time at the door. Maybe you click. Maybe you don't. Either way, you're stuck.

We thought there had to be a better way.

So we built it.

**What Makes Us Different**

At Students in Town, the people are part of the product. You don't just pick a flat — you pick your flatmates.

Before you book, you can:
• See profiles of current and future flatmates
• Chat or video call with them
• Join a group hangout to vibe-check the crew

If it feels right, you book. If not, you keep looking. No pressure. No commitment until you're sure.

**All-Inclusive, No Surprises**

Every flat on our platform includes:
✅ Rent
✅ Utilities (water, electricity, gas)
✅ High-speed WiFi
✅ Weekly cleaning of common areas

One price. No hidden fees. No surprise bills at the end of the month.

**Built for 18-30s**

We're not a generalist housing platform. We focus exclusively on students and young professionals aged 18-30.

That means everyone in our flats is at the same life stage — navigating a new city, building a career or finishing studies, looking for community.

**Our Mission**

To make moving to a new city feel less like starting over and more like coming home.

Because housing isn't just four walls. It's the people inside.

---

**Currently Available:**
Milan • Rome • Bologna • Florence • Madrid • Barcelona • Valencia • Lisbon • Porto • Berlin

**Launching Soon:**
Paris • Amsterdam • London • Dublin

Got questions? [Contact us](mailto:hello@studentsintown.com)
```

---

### FAQ Page

**Headline:**
```
Frequently Asked Questions
```

#### General

**Q: What is Students in Town?**
```
A: Students in Town is a student housing platform where you meet your flatmates before you move in. We offer all-inclusive flats (rent + utilities + WiFi + cleaning) for students and young professionals aged 18-30 in major European cities.
```

**Q: Who can live in Students in Town flats?**
```
A: Students and young professionals aged 18-30. This includes university students, Erasmus participants, master's students, PhD candidates, and young professionals relocating for work.
```

**Q: Which cities are you in?**
```
A: Currently: Milan, Rome, Bologna, Florence, Madrid, Barcelona, Valencia, Lisbon, Porto, and Berlin. 
Launching soon: Paris, Amsterdam, London, Dublin.
```

---

#### Booking & Pricing

**Q: What does "all-inclusive" mean?**
```
A: Your monthly rent includes:
• The room
• Utilities (water, electricity, gas, heating)
• High-speed WiFi
• Weekly cleaning of common areas

No surprise bills. One price covers everything.
```

**Q: Are there any hidden fees?**
```
A: No. The price you see is the price you pay. We charge a one-time booking fee of €99 to cover verification and admin costs. That's it.
```

**Q: How do I book a room?**
```
A: Browse available flats, meet the flatmates via profiles/chat/video, and when you're ready, click "Book Now." You'll pay the first month's rent + €99 booking fee. Move-in details will be sent within 24 hours.
```

**Q: Can I visit the flat before booking?**
```
A: Every flat has a detailed video tour and photos. Most of our users are international students who can't visit in person — that's why we make our virtual tours as thorough as possible. If you're local and want to visit, contact us and we'll try to arrange it.
```

**Q: What's your cancellation policy?**
```
A: Cancel up to 14 days before move-in for a full refund (minus €99 booking fee). Cancel within 14 days of move-in: no refund. Once you've moved in, standard tenancy terms apply (usually 30 days' notice to leave).
```

---

#### Flatmates

**Q: How does "meet your flatmates first" work?**
```
A: Each flat has a profile page showing current and future flatmates (name, age, nationality, course/job, interests, languages). You can message them via our platform, schedule a video call, or join a group chat. Get to know them before you decide.
```

**Q: What if I don't like my flatmates after moving in?**
```
A: We do our best to help you find the right fit beforehand, but if serious issues arise (safety, harassment, major conflict), contact our support team. We'll work with you to find a solution, which may include relocating you to another flat if available.
```

**Q: Are flatmate profiles verified?**
```
A: Yes. Every user must verify their identity (ID upload) and student/employment status before joining a flat.
```

---

#### Flats & Living

**Q: How many people live in each flat?**
```
A: Typically 3-6 people, depending on the flat size.
```

**Q: Are the flats furnished?**
```
A: Yes. Every room comes furnished with a bed, desk, chair, wardrobe, and bedside table. Common areas (kitchen, living room) are fully equipped.
```

**Q: Is cleaning included?**
```
A: Yes. Common areas (kitchen, living room, bathrooms) are cleaned once a week by a professional cleaner. You're responsible for keeping your own room tidy.
```

**Q: Can I have guests?**
```
A: Yes, occasional guests are fine. Flatmates should coordinate via the group chat. Overnight guests more than a few nights per week require flatmate agreement.
```

**Q: Are pets allowed?**
```
A: This varies by flat. Check the flat details page — if pets are allowed, it will be noted.
```

---

#### Support

**Q: What if something breaks?**
```
A: Report it via our platform or email support@studentsintown.com. We'll send someone to fix it ASAP (usually within 48 hours for non-urgent issues, same day for urgent ones like heating/plumbing).
```

**Q: How do I contact you?**
```
A: Email: hello@studentsintown.com
WhatsApp: [to be added]
In-app chat: Available 9am-9pm CET
```

**Q: Do you offer student discounts or scholarships?**
```
A: Not currently, but we're exploring partnerships with universities to offer subsidized housing. Stay tuned.
```

---

## 4. First 10 Social Media Posts (Instagram/TikTok)

### Content Theme Breakdown
- **Human Connection (40%):** Flatmate stories, "meet before you move" concept
- **Product Education (30%):** How it works, all-inclusive pricing, features
- **Social Proof (20%):** Testimonials, user-generated content (when available)
- **City Life (10%):** Living in Milan/Barcelona/etc. (soft content to build brand affinity)

---

### Post 1: Launch Announcement (Carousel)

**Platform:** Instagram  
**Format:** Carousel (5 slides)  
**Hook:** "We just solved the worst part of moving to a new city 🏠"

**Slide 1 (Cover):**
- **Visual:** Modern flat living room, warm lighting, young people chatting
- **Text Overlay:** "We Just Solved the Worst Part of Moving to a New City 🏠"

**Slide 2:**
- **Visual:** Sad student alone in empty room (stock photo or illustration)
- **Text:** "The Problem: You move in. Meet your flatmates. Pray they're not weird. 🤞"

**Slide 3:**
- **Visual:** Happy students on video call, smiling
- **Text:** "Our Solution: Meet your flatmates BEFORE you move in. Chat. Video call. Vibe check. ✅"

**Slide 4:**
- **Visual:** Checklist graphic
- **Text:** "All-Inclusive Pricing: Rent + Utilities + WiFi + Cleaning = One Price. No Surprises. 💰"

**Slide 5 (CTA):**
- **Visual:** Map of Europe with city pins
- **Text:** "Available Now: Milan • Rome • Barcelona • Madrid • Lisbon • Berlin | Link in bio 👆"

**Caption:**
```
Your first friends in a new city shouldn't be random strangers you meet at the door.

With Students in Town, you choose your people before you choose your place.

🏠 Meet flatmates first (profiles, chat, video calls)
💰 All-inclusive pricing (no surprise bills)
✅ Ages 18-30 only (students & young professionals)

Currently in: Milan, Rome, Barcelona, Madrid, Lisbon, Berlin

Ready to find your people? 👉 Link in bio

#StudentHousing #Erasmus #StudyAbroad #StudentLife #NewCity #Flatmates #StudentsInTown
```

---

### Post 2: How It Works (Reel/TikTok)

**Platform:** TikTok + Instagram Reels  
**Format:** 30-second video  
**Hook:** "POV: You're moving to a new city and actually WANT to meet your flatmates 👀"

**Script:**
```
[0-3s] Hook on screen: "POV: You find student housing that doesn't suck"
[3-10s] Show phone screen browsing flats → "Step 1: Browse flats in your city"
[10-18s] Show flatmate profiles → "Step 2: See your future flatmates. Chat. Video call. Decide if they're your people."
[18-25s] Show booking confirmation → "Step 3: Book. Move in. Make friends."
[25-30s] Show group of students hanging out in living room → Text: "Your first friends in a new city 🏠 | Students in Town"
```

**On-screen Text:**
- "Choose your home. Choose your people."
- "All-inclusive. No surprises."

**Caption (IG):**
```
Housing isn't just four walls. It's the people inside.

That's why we let you meet your flatmates before you move in. No surprises. Just people you actually vibe with.

👉 Link in bio to find your flat & your people

#StudentHousing #Erasmus #MovingAbroad #StudentLife #Flatmates #StudentsInTown
```

**Caption (TikTok):**
```
POV: student housing that doesn't make you anxious 🏠✨ Meet flatmates BEFORE you move #studenthousing #erasmus #studyabroad #studentlife #studentsabroad
```

**Music:** Trending upbeat audio (check TikTok Trending for current)

---

### Post 3: All-Inclusive Explainer (Static Post)

**Platform:** Instagram  
**Format:** Single image (infographic style)  
**Visual:** Split design — "Them vs Us"

**Left Side (Them - traditional housing):**
- Rent: €400
- Utilities: ???
- WiFi: ???
- Cleaning: ???
- **Total: €400 + surprise bills 😬**

**Right Side (Us - Students in Town):**
- Rent: €450
- Utilities: ✅ Included
- WiFi: ✅ Included
- Cleaning: ✅ Included
- **Total: €450. That's it. 💚**

**Caption:**
```
"All-inclusive" isn't just a buzzword for us. It's a promise.

One price. No surprise utility bills. No "oh by the way WiFi is extra." No cleaning drama.

What you see is what you pay. Every month. No stress.

That's how student housing should work.

Find your all-inclusive flat 👉 Link in bio

#StudentHousing #AllInclusive #StudentLife #NoSurprises #StudentsInTown
```

---

### Post 4: Testimonial (Story-Style Post)

**Platform:** Instagram (can also adapt to TikTok with voiceover)  
**Format:** Quote graphic or short video testimonial (if available)

**Visual:** Photo of student (Laura, 22) in her Milan flat, smiling

**Quote:**
```
"I was terrified of moving to Milan alone. Meeting my flatmates on a video call before I arrived completely changed that. They picked me up from the station on day one."

— Laura, 22, Erasmus Student in Milan
```

**Caption:**
```
Moving to a new city alone can be scary.

Laura was nervous about her Erasmus semester in Milan. But meeting her future flatmates via video call before moving in? Game changer.

Now they're inseparable.

That's the Students in Town difference. You're never starting from zero.

Ready to find your people? Link in bio 🏠

#Erasmus #StudentLife #MilanItaly #StudyAbroad #StudentsInTown
```

*(Note: Replace with real testimonial once available)*

---

### Post 5: "Meet Your Flatmates" Feature Deep-Dive (Carousel)

**Platform:** Instagram  
**Format:** Carousel (4 slides)

**Slide 1 (Cover):**
- **Visual:** Phone mockup showing flatmate profile
- **Text:** "How 'Meet Your Flatmates' Actually Works 👥"

**Slide 2:**
- **Visual:** Screenshot of flatmate profile (name, age, country, interests, languages)
- **Text:** "1. See Who's Already Living There | Age, nationality, course/job, interests, languages. Real people, real profiles."

**Slide 3:**
- **Visual:** Chat interface screenshot
- **Text:** "2. Chat or Video Call | Ask questions. Vibe check. See if you click."

**Slide 4 (CTA):**
- **Visual:** Happy group of students in kitchen
- **Text:** "3. Book When It Feels Right | No pressure. No commitment until you're sure. | Link in bio 👆"

**Caption:**
```
The "meet your flatmates first" thing isn't a gimmick. It's literally how our platform works.

Before you book, you get to:
✅ See profiles of current & future flatmates
✅ Chat or video call with them
✅ Join a group hangout (if they're down)

If it feels right, you book. If not, you keep looking.

Because living with strangers is stressful enough. At least make sure they're YOUR kind of strangers.

Explore flats 👉 Link in bio

#StudentHousing #Flatmates #StudyAbroad #StudentLife #StudentsInTown
```

---

### Post 6: City Spotlight (Reel/TikTok) — Milan

**Platform:** TikTok + Instagram Reels  
**Format:** 15-second montage  
**Hook:** "POV: You're a student in Milan and life is good 🇮🇹"

**Visual Sequence:**
- [0-3s] Duomo at sunset
- [3-6s] Student studying in trendy café
- [6-9s] Aperitivo with friends (Navigli canals in background)
- [9-12s] Student flat living room (Students in Town branding subtle)
- [12-15s] Group of flatmates laughing together, text overlay: "Your people. Your city. Your home. | Students in Town"

**On-Screen Text:**
- "Living in Milan as a student >>>"
- "Students in Town 🏠 Link in bio"

**Caption (IG):**
```
Milan: world-class universities, incredible food, and a flat full of people who actually get you.

Students in Town has flats in Città Studi, Porta Romana, Navigli, and more.

Find yours 👉 Link in bio

#MilanItaly #StudyInMilan #StudentLife #Erasmus #StudentsInTown
```

**Caption (TikTok):**
```
POV: you're living your best student life in Milan 🇮🇹🏠 #milan #italy #studentlife #erasmus #studyabroad
```

**Music:** Italian pop or trending audio

---

### Post 7: "No Surprises" Pricing Breakdown (Reel/TikTok)

**Platform:** TikTok + Instagram Reels  
**Format:** 20-second explainer  
**Hook:** "Let me show you exactly what you're paying for 💰"

**Visual:**
- [0-5s] Person (Marco or team member) on camera: "This is what €450/month gets you with Students in Town:"
- [5-8s] Show flat exterior → text: "✅ Your room"
- [8-11s] Show WiFi router → text: "✅ High-speed WiFi"
- [11-14s] Show utility meter → text: "✅ All utilities (water, gas, electricity, heating)"
- [14-17s] Show cleaner tidying kitchen → text: "✅ Weekly cleaning"
- [17-20s] Person back on camera: "That's it. €450. No surprise bills. Ever." → CTA: "Link in bio"

**Caption (IG):**
```
Transparency isn't complicated.

Here's what your €450/month covers:
✅ Your room (furnished)
✅ High-speed WiFi
✅ All utilities (water, gas, electricity, heating)
✅ Weekly cleaning of common areas

No hidden fees. No "oh by the way" bills. Just one price, every month.

See available flats 👉 Link in bio

#StudentHousing #AllInclusive #NicoSurprises #StudentLife #StudentsInTown
```

**Caption (TikTok):**
```
All-inclusive actually means all-inclusive 💰✅ #studenthousing #rent #studentlife #allinclusivepricing
```

---

### Post 8: User-Generated Content (Placeholder)

**Platform:** Instagram  
**Format:** Repost of flatmate group photo  
**Note:** This will be real UGC once users move in. For now, use placeholder.

**Visual:** Group of 4-5 students in living room, pizza boxes, laughing

**Caption:**
```
This is why we do what we do 💚

Repost from our Milan flat crew — they met on our platform 3 months ago, now they're having weekly pizza nights and planning a summer road trip together.

Housing isn't just four walls. It's the people inside.

Want to find your people? Link in bio 🏠

#StudentLife #Flatmates #MilanStudents #StudentsInTown #CommunityFirst

📸: @[user_handle] (placeholder)
```

---

### Post 9: FAQ / Objection Handling (Carousel)

**Platform:** Instagram  
**Format:** Carousel (5 slides, Q&A style)

**Slide 1 (Cover):**
- **Text:** "Your Students in Town Questions, Answered 👇"

**Slide 2:**
- **Q:** "What if I don't like my flatmates after moving in?"
- **A:** "We make it easy to vibe-check before you book. But if serious issues arise, our support team will help you relocate if possible."

**Slide 3:**
- **Q:** "Can I visit the flat before booking?"
- **A:** "Every flat has a detailed video tour. Most users are international and can't visit in person — but if you're local, contact us and we'll try to arrange it."

**Slide 4:**
- **Q:** "Are there any hidden fees?"
- **A:** "Nope. €99 one-time booking fee + monthly rent. That's it. Utilities, WiFi, and cleaning are included."

**Slide 5 (CTA):**
- **Text:** "More questions? Check our FAQ or DM us 💬 | Link in bio"

**Caption:**
```
You have questions. We have answers.

Here are the top 3 things people ask us before booking:

1️⃣ What if I don't vibe with flatmates after moving in?
2️⃣ Can I visit the flat first?
3️⃣ Any hidden fees?

Swipe to see our answers 👉

Still curious? Full FAQ at the link in bio or slide into our DMs 💬

#StudentHousing #FAQ #StudentsInTown
```

---

### Post 10: "Choose Your People" Manifesto (Single Post)

**Platform:** Instagram  
**Format:** Text-heavy graphic (manifesto style)  
**Visual:** Simple, bold typography on solid color background

**Text on Image:**
```
You don't pick your family.

You don't pick your coworkers.

But you CAN pick your flatmates.

And that changes everything.

Students in Town.
Choose your home. Choose your people.
```

**Caption:**
```
Moving to a new city is hard enough.

At least you should get to choose who you're living with.

That's the whole idea behind Students in Town: you meet your flatmates before you move in. No surprises. No hoping for the best. Just people you actually want to live with.

Because life's too short to live with randoms.

Find your people 👉 Link in bio

#StudentHousing #ChooseYourPeople #Flatmates #NewCity #StudentsInTown
```

---

## 5. Content Calendar (First 2 Weeks)

| Day | Platform | Format | Content |
|-----|----------|--------|---------|
| **Day 1 (Launch)** | Instagram | Carousel | Post 1: Launch announcement |
| | TikTok | Reel | Post 2: How it works |
| | IG Story | Announcement | "We're live! Link in bio" |
| **Day 3** | Instagram | Static | Post 3: All-inclusive explainer |
| | TikTok | Reel | Post 7: Pricing breakdown |
| **Day 5** | Instagram | Quote graphic | Post 4: Testimonial |
| | IG Story | Q&A sticker | "Ask us anything about Students in Town" |
| **Day 7** | TikTok | Reel | Post 6: Milan city spotlight |
| | Instagram | Repost Reel | Same as TikTok |
| **Day 9** | Instagram | Carousel | Post 5: "Meet Flatmates" feature |
| **Day 11** | Instagram | Carousel | Post 9: FAQ |
| | TikTok | Reel | Post 2 remix (test different hook) |
| **Day 14** | Instagram | Text graphic | Post 10: Manifesto |
| | IG Story | Recap | "2 weeks in: Thank you! Here's what's next..." |

**Daily Stories (IG):**
- Behind-the-scenes (team working, setting up flats)
- Polls ("Which city should we expand to next?")
- Countdown stickers for new flat drops
- Reshare user tags (when available)

---

## 6. Hashtag Strategy

### Primary Hashtags (Use on EVERY post)
- #StudentsInTown (branded)
- #StudentHousing
- #StudentLife

### Secondary (Rotate based on content theme)
- #Erasmus
- #StudyAbroad
- #StudentsAbroad
- #InternationalStudents
- #Flatmates
- #AllInclusive
- #NoSurprises
- #ChooseYourPeople

### Location-Specific (Use when relevant)
- #MilanItaly #StudyInMilan #MilanStudents
- #RomeItaly #StudyInRome
- #BarcelonaSpain #StudyInBarcelona
- #MadridSpain #StudyInMadrid
- #LisbonPortugal #StudyInLisbon
- #BerlinGermany #StudyInBerlin

**Rule:** Max 10-15 hashtags per post (Instagram), 3-5 per TikTok caption (rest in comments).

---

## 7. Community Management Guidelines

### Response Time
- **Comments:** Respond within 2 hours during business hours (9am-9pm CET)
- **DMs:** Respond within 1 hour if it's a booking inquiry, 4 hours otherwise

### Tone of Voice
- **Friendly but professional**
- Use emojis sparingly (not spammy)
- First-person ("we," not "Students in Town")
- Empathetic to student stress/concerns
- Never defensive if criticized

### Sample Responses

**Comment: "This sounds too good to be true 😅"**
```
Reply: "We get that a lot 😄 Totally fair. Check out our FAQ or DM us with any questions — we're an open book! Promise it's real 🏠"
```

**Comment: "Do you have flats in [city not launched yet]?"**
```
Reply: "Not yet, but [city] is on our roadmap for 2026! Drop your email at the link in bio and we'll notify you when we launch there 💚"
```

**DM: "How does payment work?"**
```
Reply: "Hey! You pay first month's rent + €99 booking fee when you reserve your room. After that, it's just monthly rent (which includes utilities, WiFi, and cleaning). No hidden costs. Let me know if you have other questions! 😊"
```

**Negative Comment: "I had a bad experience with [competitor], why would this be different?"**
```
Reply: "Sorry to hear that 😔 We can't speak for others, but here's what makes us different: [quick bullet]. Happy to answer any specific concerns you have — DM us anytime."
```

---

## 8. Visual Brand Guidelines (For Design Team)

### Color Palette (Suggested)
- **Primary:** Warm terracotta/burnt orange (#E07856) — friendly, energetic, European
- **Secondary:** Deep navy (#1A3A52) — trust, professionalism
- **Accent:** Soft cream (#F9F6F2) — warm, inviting
- **Text:** Charcoal (#333333)

### Typography
- **Headlines:** Bold sans-serif (e.g., Montserrat Bold, Poppins Bold)
- **Body:** Clean sans-serif (e.g., Inter, Open Sans)

### Photography Style
- **Real people, real moments** (not overly staged stock photos)
- Warm, natural lighting
- Diverse (international students from various backgrounds)
- Candid > posed
- Show community/connection (people interacting, not alone)

### Graphic Style
- Modern, minimal (not cluttered)
- Flat design (not overly 3D or gradient-heavy)
- Consistent iconography (e.g., Feather Icons or similar)

---

## 9. Influencer/Partnership Strategy (Phase 2)

**Not immediate, but plan for Month 2-3:**

### Micro-Influencers (5K-50K followers)
- **Target:** Student lifestyle influencers, Erasmus bloggers, study-abroad creators
- **Barter Deal:** Free flat for 1 month in exchange for 5-10 posts/reels
- **Platforms:** TikTok, Instagram, YouTube

### University Partnerships
- **ESN (Erasmus Student Network):** Partner with local chapters for cross-promotion
- **University Housing Offices:** Featured on "off-campus housing" resource pages
- **Student Unions:** Sponsored posts on official Instagram accounts

### Affiliate Program (Future)
- **Model:** Students refer friends → €50 credit for referrer, €25 discount for referee
- **Tracking:** Unique referral codes

---

## 10. Next Steps (Immediate Actions)

**This Week:**
- [ ] Manually create Instagram account → try `@studentsintown`, if taken use `@students.intown`
- [ ] Manually create TikTok account → same handle as Instagram
- [ ] Set up bio & profile pic on both platforms
- [ ] Add website URL to bio (or Linktree if website not live yet)
- [ ] Design first 5 posts (graphics/video) — use Canva or hire freelance designer
- [ ] Schedule first 2 weeks of content using Later, Buffer, or native scheduling

**Next Week:**
- [ ] Launch with Post 1 (carousel announcement)
- [ ] Post consistently (see content calendar)
- [ ] Monitor comments/DMs — respond quickly
- [ ] Start building email list (if not already set up)

**Month 2:**
- [ ] Analyze what content performed best (views, engagement, clicks)
- [ ] Double down on winning formats
- [ ] Start outreach to micro-influencers
- [ ] Plan UGC campaigns (incentivize current users to post)

---

## 11. Success Metrics (Social Media KPIs)

### Month 1 Goals
- **Instagram:** 500 followers
- **TikTok:** 1,000 followers (TikTok grows faster organically)
- **Engagement Rate:** >5% (Instagram), >8% (TikTok)
- **Link Clicks:** 200+ (from bio)
- **Flat Inquiries:** 50+ (via DM or website form)

### Month 3 Goals
- **Instagram:** 2,000 followers
- **TikTok:** 5,000 followers
- **Engagement Rate:** >7% (Instagram), >10% (TikTok)
- **Link Clicks:** 1,000+
- **Bookings Attributed to Social:** 20+

### Tools for Tracking
- **Instagram Insights** (native)
- **TikTok Analytics** (native)
- **Google Analytics** (track UTM links from bio)
- **Later or Buffer** (scheduling + analytics)

---

## Appendix: Email Templates (Support Inquiries)

### Template 1: Booking Inquiry Response

**Subject:** Your Students in Town Inquiry — Let's Find Your Home! 🏠

**Body:**
```
Hey [Name],

Thanks for reaching out! I'm [Team Member Name] from Students in Town.

You asked about [specific flat / city / pricing]. Here's what you need to know:

📍 **Location:** [Flat address or neighborhood]
💰 **Price:** €[X]/month (includes rent, utilities, WiFi, and weekly cleaning)
👥 **Flatmates:** [Number] people currently or soon-to-be living there (you can see their profiles on the listing page)
📅 **Available from:** [Date]

**Next Steps:**
1. Check out the full listing here: [link]
2. See flatmate profiles and reach out to chat/video call if you want
3. When ready, hit "Book Now" — we'll take care of the rest!

Got questions? Just reply to this email or WhatsApp us at [number].

Looking forward to welcoming you home!

[Name]
Students in Town Team
```

---

**END OF DOCUMENT**

---

**Summary for Homer/Lorenzo:**

✅ **Social naming:** @studentsintown (pending manual verification)  
✅ **Website copy:** Homepage, About, FAQ — ready to hand to Frank  
✅ **Social bios:** Instagram, TikTok, LinkedIn — ready to paste  
✅ **First 10 posts:** Scripted, formatted, calendar included  
✅ **Content calendar:** 2 weeks planned day-by-day  
✅ **Brand voice:** Defined (friendly, professional, empathetic)  
✅ **KPIs:** Month 1 & 3 goals set

**Everything is ready for execution.** Just need someone to manually create the accounts and start posting.

Marco

Preview

Students in Town — Social Media Setup & Launch Content

Created: 2026-03-09
By: Marco | Head of Marketing
Status: Ready for execution

1. Social Media Naming

Primary Recommendation: @studentsintown

Status Check (2026-03-09):

Instagram: Uncertain (requires direct login to verify if truly available)
TikTok: Uncertain (requires direct login to verify)

Backup Options (if @studentsintown is taken):

@students.intown (variation with dot)
@studentsintown.official
@sit.homes (brand abbreviation, modern)
@studentsintownofficial

Recommendation: Try to claim @studentsintown FIRST on both platforms. If unavailable, go with @students.intown (maintains brand coherence, dot = modern aesthetic).

Action: Lorenzo or team member needs to manually create accounts and verify availability.

2. Social Media Bio & Descriptions

Instagram Bio (150 characters max)

Option A (Human-first):

Meet your flatmates before you move in 🏠
Your first friends in a new city ✨
All-inclusive. No surprises.
👇 Find your home & your people

Option B (Product-focused):

Student housing, reimagined 🏠
Choose your home. Choose your people.
All-inclusive. No surprises.
🌍 EU & UK | 18-30
👇 Book your room

Option C (Benefit-led):

Your first friends in a new city 🤝
Student flats where you meet flatmates BEFORE moving 🏠
All-inclusive. No surprises.
👇 Available now

Recommendation: Option A — leads with unique value prop ("meet flatmates before"), emotional benefit first.

Link: [to be added — website URL or Linktree]

TikTok Bio (80 characters max)

Option A:

Your first friends in a new city 🏠✨
Meet flatmates before you move 👇

Option B:

Student housing where you choose your people 🤝
All-inclusive. No surprises 🏠

Recommendation: Option A — shorter, emotional hook.

Link: [website URL]

LinkedIn (Company Page)

Headline:

Students in Town | Student Housing Reimagined

About (2,000 characters max):

Students in Town is the first student housing platform where the human experience is built into the product.

We believe moving to a new city shouldn't mean starting from zero socially. That's why we let students meet their future flatmates before they move in — turning strangers into friends from day one.

🏠 What We Offer:
• Carefully selected flats in student-friendly neighborhoods
• Meet your flatmates before you commit
• All-inclusive pricing (rent + utilities + WiFi + cleaning)
• No hidden fees, no surprises
• 18-30 age range, international & local students

🌍 Currently Available:
Milan, Rome, Bologna, Florence, Madrid, Barcelona, Lisbon, Berlin (expanding 2026)

🎯 Who We Serve:
International students, Erasmus participants, young professionals relocating for work or study.

Students in Town is more than a place to live — it's your first community in a new city.

Founded 2026 | HQ: Italy

3. Website Copy

Homepage

Hero Section

Headline:

Your First Friends in a New City

Subheadline:

Student housing where you meet your flatmates before you move in. 
All-inclusive. No surprises. Your home & your people, sorted.

CTA Button:

Find Your Home

Supporting Text (below CTA):

📍 Milan • Rome • Barcelona • Madrid • Lisbon • Berlin
👥 Ages 18-30 • International & Local Students

How It Works (3-step)

Headline:

Choose Your Home. Choose Your People.

Step 1:

🏠 Browse Flats
Explore our curated selection of student-friendly homes in top European cities. 
All-inclusive pricing: rent, utilities, WiFi, and cleaning included.

Step 2:

🤝 Meet Your Flatmates
See profiles of current and future flatmates. Chat, video call, or join a group hangout. 
Decide if they're your people before you commit.

Step 3:

✅ Book & Move In
Reserve your room in seconds. No hidden fees, no landlord runaround. 
Welcome home.

Why Students in Town?

Headline:

Housing Isn't Just Four Walls

Block 1: Human-First

🤝 Meet Flatmates First
Unlike traditional platforms, you get to know your future flatmates before moving in. 
No surprises. Just people you actually want to live with.

Block 2: All-Inclusive

💰 One Price, Everything Included
Rent + utilities + WiFi + weekly cleaning. No surprise bills. No "extras." 
What you see is what you pay.

Block 3: Student-Focused

🎓 Built for 18-30s
We only accept students and young professionals aged 18-30. 
Everyone's in the same boat — new city, new chapter, new friends.

Block 4: Safe & Vetted

✅ Verified Profiles
Every flatmate profile is verified. Every flat is inspected. 
No scams, no fake photos, no sketchy landlords.

Social Proof Section

Headline:

Join 1,000+ Students Who've Found Their People

Testimonial 1:

"I was terrified of moving to Milan alone. Meeting my flatmates on a video call before I arrived completely changed that. They picked me up from the station on day one!"
— Laura, 22, Erasmus in Milan

Testimonial 2:

"All-inclusive pricing saved me so much stress. I knew exactly what I'd pay every month — no surprise utility bills, no WiFi drama."
— Marco, 19, Engineering Student, Rome

Testimonial 3:

"The flat profiles showed me exactly what to expect. The video tour was spot-on. My flatmates are now my best friends."
— Sofia, 24, Master's Student, Barcelona

(Note: These are placeholder testimonials for design purposes. Replace with real testimonials once available.)

CTA Footer

Headline:

Ready to Find Your People?

Subheadline:

Browse available flats in Milan, Rome, Barcelona, Madrid, Lisbon, and Berlin.

CTA Button:

Explore Flats

About Page

Headline:

We Believe Moving Should Feel Like Coming Home

Body:

Students in Town started with a simple question: Why does student housing feel so… lonely?

You move to a new city, excited but nervous. You book a room online, show up, and meet your flatmates for the first time at the door. Maybe you click. Maybe you don't. Either way, you're stuck.

We thought there had to be a better way.

So we built it.

**What Makes Us Different**

At Students in Town, the people are part of the product. You don't just pick a flat — you pick your flatmates. 

Before you book, you can:
• See profiles of current and future flatmates
• Chat or video call with them
• Join a group hangout to vibe-check the crew

If it feels right, you book. If not, you keep looking. No pressure. No commitment until you're sure.

**All-Inclusive, No Surprises**

Every flat on our platform includes:
✅ Rent
✅ Utilities (water, electricity, gas)
✅ High-speed WiFi
✅ Weekly cleaning of common areas

One price. No hidden fees. No surprise bills at the end of the month.

**Built for 18-30s**

We're not a generalist housing platform. We focus exclusively on students and young professionals aged 18-30. 

That means everyone in our flats is at the same life stage — navigating a new city, building a career or finishing studies, looking for community.

**Our Mission**

To make moving to a new city feel less like starting over and more like coming home.

Because housing isn't just four walls. It's the people inside.

---

**Currently Available:**
Milan • Rome • Bologna • Florence • Madrid • Barcelona • Valencia • Lisbon • Porto • Berlin

**Launching Soon:**
Paris • Amsterdam • London • Dublin

Got questions? [Contact us](mailto:[email protected])

FAQ Page

Headline:

Frequently Asked Questions

General

Q: What is Students in Town?

A: Students in Town is a student housing platform where you meet your flatmates before you move in. We offer all-inclusive flats (rent + utilities + WiFi + cleaning) for students and young professionals aged 18-30 in major European cities.

Q: Who can live in Students in Town flats?

A: Students and young professionals aged 18-30. This includes university students, Erasmus participants, master's students, PhD candidates, and young professionals relocating for work.

Q: Which cities are you in?

A: Currently: Milan, Rome, Bologna, Florence, Madrid, Barcelona, Valencia, Lisbon, Porto, and Berlin. 
Launching soon: Paris, Amsterdam, London, Dublin.

Booking & Pricing

Q: What does "all-inclusive" mean?

A: Your monthly rent includes:
• The room
• Utilities (water, electricity, gas, heating)
• High-speed WiFi
• Weekly cleaning of common areas

No surprise bills. One price covers everything.

Q: Are there any hidden fees?

A: No. The price you see is the price you pay. We charge a one-time booking fee of €99 to cover verification and admin costs. That's it.

Q: How do I book a room?

A: Browse available flats, meet the flatmates via profiles/chat/video, and when you're ready, click "Book Now." You'll pay the first month's rent + €99 booking fee. Move-in details will be sent within 24 hours.

Q: Can I visit the flat before booking?

A: Every flat has a detailed video tour and photos. Most of our users are international students who can't visit in person — that's why we make our virtual tours as thorough as possible. If you're local and want to visit, contact us and we'll try to arrange it.

Q: What's your cancellation policy?

A: Cancel up to 14 days before move-in for a full refund (minus €99 booking fee). Cancel within 14 days of move-in: no refund. Once you've moved in, standard tenancy terms apply (usually 30 days' notice to leave).

Flatmates

Q: How does "meet your flatmates first" work?

A: Each flat has a profile page showing current and future flatmates (name, age, nationality, course/job, interests, languages). You can message them via our platform, schedule a video call, or join a group chat. Get to know them before you decide.

Q: What if I don't like my flatmates after moving in?

A: We do our best to help you find the right fit beforehand, but if serious issues arise (safety, harassment, major conflict), contact our support team. We'll work with you to find a solution, which may include relocating you to another flat if available.

Q: Are flatmate profiles verified?

A: Yes. Every user must verify their identity (ID upload) and student/employment status before joining a flat.

Flats & Living

Q: How many people live in each flat?

A: Typically 3-6 people, depending on the flat size.

Q: Are the flats furnished?

A: Yes. Every room comes furnished with a bed, desk, chair, wardrobe, and bedside table. Common areas (kitchen, living room) are fully equipped.

Q: Is cleaning included?

A: Yes. Common areas (kitchen, living room, bathrooms) are cleaned once a week by a professional cleaner. You're responsible for keeping your own room tidy.

Q: Can I have guests?

A: Yes, occasional guests are fine. Flatmates should coordinate via the group chat. Overnight guests more than a few nights per week require flatmate agreement.

Q: Are pets allowed?

A: This varies by flat. Check the flat details page — if pets are allowed, it will be noted.

Support

Q: What if something breaks?

A: Report it via our platform or email [email protected]. We'll send someone to fix it ASAP (usually within 48 hours for non-urgent issues, same day for urgent ones like heating/plumbing).

Q: How do I contact you?

A: Email: [email protected]
WhatsApp: [to be added]
In-app chat: Available 9am-9pm CET

Q: Do you offer student discounts or scholarships?

A: Not currently, but we're exploring partnerships with universities to offer subsidized housing. Stay tuned.

4. First 10 Social Media Posts (Instagram/TikTok)

Content Theme Breakdown

Human Connection (40%): Flatmate stories, "meet before you move" concept
Product Education (30%): How it works, all-inclusive pricing, features
Social Proof (20%): Testimonials, user-generated content (when available)
City Life (10%): Living in Milan/Barcelona/etc. (soft content to build brand affinity)

Post 1: Launch Announcement (Carousel)

Platform: Instagram
Format: Carousel (5 slides)
Hook: "We just solved the worst part of moving to a new city 🏠"

Slide 1 (Cover):

Visual: Modern flat living room, warm lighting, young people chatting
Text Overlay: "We Just Solved the Worst Part of Moving to a New City 🏠"

Slide 2:

Visual: Sad student alone in empty room (stock photo or illustration)
Text: "The Problem: You move in. Meet your flatmates. Pray they're not weird. 🤞"

Slide 3:

Visual: Happy students on video call, smiling
Text: "Our Solution: Meet your flatmates BEFORE you move in. Chat. Video call. Vibe check. ✅"

Slide 4:

Visual: Checklist graphic
Text: "All-Inclusive Pricing: Rent + Utilities + WiFi + Cleaning = One Price. No Surprises. 💰"

Slide 5 (CTA):

Visual: Map of Europe with city pins
Text: "Available Now: Milan • Rome • Barcelona • Madrid • Lisbon • Berlin | Link in bio 👆"

Caption:

Your first friends in a new city shouldn't be random strangers you meet at the door.

With Students in Town, you choose your people before you choose your place.

🏠 Meet flatmates first (profiles, chat, video calls)
💰 All-inclusive pricing (no surprise bills)
✅ Ages 18-30 only (students & young professionals)

Currently in: Milan, Rome, Barcelona, Madrid, Lisbon, Berlin

Ready to find your people? 👉 Link in bio

#StudentHousing #Erasmus #StudyAbroad #StudentLife #NewCity #Flatmates #StudentsInTown

Post 2: How It Works (Reel/TikTok)

Platform: TikTok + Instagram Reels
Format: 30-second video
Hook: "POV: You're moving to a new city and actually WANT to meet your flatmates 👀"

Script:

[0-3s] Hook on screen: "POV: You find student housing that doesn't suck"
[3-10s] Show phone screen browsing flats → "Step 1: Browse flats in your city"
[10-18s] Show flatmate profiles → "Step 2: See your future flatmates. Chat. Video call. Decide if they're your people."
[18-25s] Show booking confirmation → "Step 3: Book. Move in. Make friends."
[25-30s] Show group of students hanging out in living room → Text: "Your first friends in a new city 🏠 | Students in Town"

On-screen Text:

"Choose your home. Choose your people."
"All-inclusive. No surprises."

Caption (IG):

Housing isn't just four walls. It's the people inside.

That's why we let you meet your flatmates before you move in. No surprises. Just people you actually vibe with.

👉 Link in bio to find your flat & your people

#StudentHousing #Erasmus #MovingAbroad #StudentLife #Flatmates #StudentsInTown

Caption (TikTok):

POV: student housing that doesn't make you anxious 🏠✨ Meet flatmates BEFORE you move #studenthousing #erasmus #studyabroad #studentlife #studentsabroad

Music: Trending upbeat audio (check TikTok Trending for current)

Post 3: All-Inclusive Explainer (Static Post)

Platform: Instagram
Format: Single image (infographic style)
Visual: Split design — "Them vs Us"

Left Side (Them - traditional housing):

Rent: €400
Utilities: ???
WiFi: ???
Cleaning: ???
Total: €400 + surprise bills 😬

Right Side (Us - Students in Town):

Rent: €450
Utilities: ✅ Included
WiFi: ✅ Included
Cleaning: ✅ Included
Total: €450. That's it. 💚

Caption:

"All-inclusive" isn't just a buzzword for us. It's a promise.

One price. No surprise utility bills. No "oh by the way WiFi is extra." No cleaning drama.

What you see is what you pay. Every month. No stress.

That's how student housing should work.

Find your all-inclusive flat 👉 Link in bio

#StudentHousing #AllInclusive #StudentLife #NoSurprises #StudentsInTown

Post 4: Testimonial (Story-Style Post)

Platform: Instagram (can also adapt to TikTok with voiceover)
Format: Quote graphic or short video testimonial (if available)

Visual: Photo of student (Laura, 22) in her Milan flat, smiling

Quote:

"I was terrified of moving to Milan alone. Meeting my flatmates on a video call before I arrived completely changed that. They picked me up from the station on day one."

— Laura, 22, Erasmus Student in Milan

Caption:

Moving to a new city alone can be scary.

Laura was nervous about her Erasmus semester in Milan. But meeting her future flatmates via video call before moving in? Game changer.

Now they're inseparable.

That's the Students in Town difference. You're never starting from zero.

Ready to find your people? Link in bio 🏠

#Erasmus #StudentLife #MilanItaly #StudyAbroad #StudentsInTown

(Note: Replace with real testimonial once available)

Post 5: "Meet Your Flatmates" Feature Deep-Dive (Carousel)

Platform: Instagram
Format: Carousel (4 slides)

Slide 1 (Cover):

Visual: Phone mockup showing flatmate profile
Text: "How 'Meet Your Flatmates' Actually Works 👥"

Slide 2:

Visual: Screenshot of flatmate profile (name, age, country, interests, languages)
Text: "1. See Who's Already Living There | Age, nationality, course/job, interests, languages. Real people, real profiles."

Slide 3:

Visual: Chat interface screenshot
Text: "2. Chat or Video Call | Ask questions. Vibe check. See if you click."

Slide 4 (CTA):

Visual: Happy group of students in kitchen
Text: "3. Book When It Feels Right | No pressure. No commitment until you're sure. | Link in bio 👆"

Caption:

The "meet your flatmates first" thing isn't a gimmick. It's literally how our platform works.

Before you book, you get to:
✅ See profiles of current & future flatmates
✅ Chat or video call with them
✅ Join a group hangout (if they're down)

If it feels right, you book. If not, you keep looking.

Because living with strangers is stressful enough. At least make sure they're YOUR kind of strangers.

Explore flats 👉 Link in bio

#StudentHousing #Flatmates #StudyAbroad #StudentLife #StudentsInTown

Post 6: City Spotlight (Reel/TikTok) — Milan

Platform: TikTok + Instagram Reels
Format: 15-second montage
Hook: "POV: You're a student in Milan and life is good 🇮🇹"

Visual Sequence:

[0-3s] Duomo at sunset
[3-6s] Student studying in trendy café
[6-9s] Aperitivo with friends (Navigli canals in background)
[9-12s] Student flat living room (Students in Town branding subtle)
[12-15s] Group of flatmates laughing together, text overlay: "Your people. Your city. Your home. | Students in Town"

On-Screen Text:

"Living in Milan as a student >>>"
"Students in Town 🏠 Link in bio"

Caption (IG):

Milan: world-class universities, incredible food, and a flat full of people who actually get you.

Students in Town has flats in Città Studi, Porta Romana, Navigli, and more.

Find yours 👉 Link in bio

#MilanItaly #StudyInMilan #StudentLife #Erasmus #StudentsInTown

Caption (TikTok):

POV: you're living your best student life in Milan 🇮🇹🏠 #milan #italy #studentlife #erasmus #studyabroad

Music: Italian pop or trending audio

Post 7: "No Surprises" Pricing Breakdown (Reel/TikTok)

Platform: TikTok + Instagram Reels
Format: 20-second explainer
Hook: "Let me show you exactly what you're paying for 💰"

Visual:

[0-5s] Person (Marco or team member) on camera: "This is what €450/month gets you with Students in Town:"
[5-8s] Show flat exterior → text: "✅ Your room"
[8-11s] Show WiFi router → text: "✅ High-speed WiFi"
[11-14s] Show utility meter → text: "✅ All utilities (water, gas, electricity, heating)"
[14-17s] Show cleaner tidying kitchen → text: "✅ Weekly cleaning"
[17-20s] Person back on camera: "That's it. €450. No surprise bills. Ever." → CTA: "Link in bio"

Caption (IG):

Transparency isn't complicated.

Here's what your €450/month covers:
✅ Your room (furnished)
✅ High-speed WiFi
✅ All utilities (water, gas, electricity, heating)
✅ Weekly cleaning of common areas

No hidden fees. No "oh by the way" bills. Just one price, every month.

See available flats 👉 Link in bio

#StudentHousing #AllInclusive #NicoSurprises #StudentLife #StudentsInTown

Caption (TikTok):

All-inclusive actually means all-inclusive 💰✅ #studenthousing #rent #studentlife #allinclusivepricing

Post 8: User-Generated Content (Placeholder)

Platform: Instagram
Format: Repost of flatmate group photo
Note: This will be real UGC once users move in. For now, use placeholder.

Visual: Group of 4-5 students in living room, pizza boxes, laughing

Caption:

This is why we do what we do 💚

Repost from our Milan flat crew — they met on our platform 3 months ago, now they're having weekly pizza nights and planning a summer road trip together.

Housing isn't just four walls. It's the people inside.

Want to find your people? Link in bio 🏠

#StudentLife #Flatmates #MilanStudents #StudentsInTown #CommunityFirst

📸: @[user_handle] (placeholder)

Post 9: FAQ / Objection Handling (Carousel)

Platform: Instagram
Format: Carousel (5 slides, Q&A style)

Slide 1 (Cover):

Text: "Your Students in Town Questions, Answered 👇"

Slide 2:

Q: "What if I don't like my flatmates after moving in?"
A: "We make it easy to vibe-check before you book. But if serious issues arise, our support team will help you relocate if possible."

Slide 3:

Q: "Can I visit the flat before booking?"
A: "Every flat has a detailed video tour. Most users are international and can't visit in person — but if you're local, contact us and we'll try to arrange it."

Slide 4:

Q: "Are there any hidden fees?"
A: "Nope. €99 one-time booking fee + monthly rent. That's it. Utilities, WiFi, and cleaning are included."

Slide 5 (CTA):

Text: "More questions? Check our FAQ or DM us 💬 | Link in bio"

Caption:

You have questions. We have answers.

Here are the top 3 things people ask us before booking:

1️⃣ What if I don't vibe with flatmates after moving in?
2️⃣ Can I visit the flat first?
3️⃣ Any hidden fees?

Swipe to see our answers 👉

Still curious? Full FAQ at the link in bio or slide into our DMs 💬

#StudentHousing #FAQ #StudentsInTown

Post 10: "Choose Your People" Manifesto (Single Post)

Platform: Instagram
Format: Text-heavy graphic (manifesto style)
Visual: Simple, bold typography on solid color background

Text on Image:

You don't pick your family.

You don't pick your coworkers.

But you CAN pick your flatmates.

And that changes everything.

Students in Town.
Choose your home. Choose your people.

Caption:

Moving to a new city is hard enough.

At least you should get to choose who you're living with.

That's the whole idea behind Students in Town: you meet your flatmates before you move in. No surprises. No hoping for the best. Just people you actually want to live with.

Because life's too short to live with randoms.

Find your people 👉 Link in bio

#StudentHousing #ChooseYourPeople #Flatmates #NewCity #StudentsInTown

5. Content Calendar (First 2 Weeks)

| Day | Platform | Format | Content | |-----|----------|--------|---------| | Day 1 (Launch) | Instagram | Carousel | Post 1: Launch announcement | | | TikTok | Reel | Post 2: How it works | | | IG Story | Announcement | "We're live! Link in bio" | | Day 3 | Instagram | Static | Post 3: All-inclusive explainer | | | TikTok | Reel | Post 7: Pricing breakdown | | Day 5 | Instagram | Quote graphic | Post 4: Testimonial | | | IG Story | Q&A sticker | "Ask us anything about Students in Town" | | Day 7 | TikTok | Reel | Post 6: Milan city spotlight | | | Instagram | Repost Reel | Same as TikTok | | Day 9 | Instagram | Carousel | Post 5: "Meet Flatmates" feature | | Day 11 | Instagram | Carousel | Post 9: FAQ | | | TikTok | Reel | Post 2 remix (test different hook) | | Day 14 | Instagram | Text graphic | Post 10: Manifesto | | | IG Story | Recap | "2 weeks in: Thank you! Here's what's next..." |

Daily Stories (IG):

Behind-the-scenes (team working, setting up flats)
Polls ("Which city should we expand to next?")
Countdown stickers for new flat drops
Reshare user tags (when available)

6. Hashtag Strategy

Primary Hashtags (Use on EVERY post)

#StudentsInTown (branded)
#StudentHousing
#StudentLife

Secondary (Rotate based on content theme)

#Erasmus
#StudyAbroad
#StudentsAbroad
#InternationalStudents
#Flatmates
#AllInclusive
#NoSurprises
#ChooseYourPeople

Location-Specific (Use when relevant)

#MilanItaly #StudyInMilan #MilanStudents
#RomeItaly #StudyInRome
#BarcelonaSpain #StudyInBarcelona
#MadridSpain #StudyInMadrid
#LisbonPortugal #StudyInLisbon
#BerlinGermany #StudyInBerlin

Rule: Max 10-15 hashtags per post (Instagram), 3-5 per TikTok caption (rest in comments).

7. Community Management Guidelines

Response Time

Comments: Respond within 2 hours during business hours (9am-9pm CET)
DMs: Respond within 1 hour if it's a booking inquiry, 4 hours otherwise

Tone of Voice

Friendly but professional
Use emojis sparingly (not spammy)
First-person ("we," not "Students in Town")
Empathetic to student stress/concerns
Never defensive if criticized

Sample Responses

Comment: "This sounds too good to be true 😅"

Reply: "We get that a lot 😄 Totally fair. Check out our FAQ or DM us with any questions — we're an open book! Promise it's real 🏠"

Comment: "Do you have flats in [city not launched yet]?"

Reply: "Not yet, but [city] is on our roadmap for 2026! Drop your email at the link in bio and we'll notify you when we launch there 💚"

DM: "How does payment work?"

Reply: "Hey! You pay first month's rent + €99 booking fee when you reserve your room. After that, it's just monthly rent (which includes utilities, WiFi, and cleaning). No hidden costs. Let me know if you have other questions! 😊"

Negative Comment: "I had a bad experience with [competitor], why would this be different?"

Reply: "Sorry to hear that 😔 We can't speak for others, but here's what makes us different: [quick bullet]. Happy to answer any specific concerns you have — DM us anytime."

8. Visual Brand Guidelines (For Design Team)

Color Palette (Suggested)

Primary: Warm terracotta/burnt orange (#E07856) — friendly, energetic, European
Secondary: Deep navy (#1A3A52) — trust, professionalism
Accent: Soft cream (#F9F6F2) — warm, inviting
Text: Charcoal (#333333)

Typography

Headlines: Bold sans-serif (e.g., Montserrat Bold, Poppins Bold)
Body: Clean sans-serif (e.g., Inter, Open Sans)

Photography Style

Real people, real moments (not overly staged stock photos)
Warm, natural lighting
Diverse (international students from various backgrounds)
Candid > posed
Show community/connection (people interacting, not alone)

Graphic Style

Modern, minimal (not cluttered)
Flat design (not overly 3D or gradient-heavy)
Consistent iconography (e.g., Feather Icons or similar)

9. Influencer/Partnership Strategy (Phase 2)

Not immediate, but plan for Month 2-3:

Micro-Influencers (5K-50K followers)

Target: Student lifestyle influencers, Erasmus bloggers, study-abroad creators
Barter Deal: Free flat for 1 month in exchange for 5-10 posts/reels
Platforms: TikTok, Instagram, YouTube

University Partnerships

ESN (Erasmus Student Network): Partner with local chapters for cross-promotion
University Housing Offices: Featured on "off-campus housing" resource pages
Student Unions: Sponsored posts on official Instagram accounts

Affiliate Program (Future)

Model: Students refer friends → €50 credit for referrer, €25 discount for referee
Tracking: Unique referral codes

10. Next Steps (Immediate Actions)

This Week:

[ ] Manually create Instagram account → try @studentsintown, if taken use @students.intown
[ ] Manually create TikTok account → same handle as Instagram
[ ] Set up bio & profile pic on both platforms
[ ] Add website URL to bio (or Linktree if website not live yet)
[ ] Design first 5 posts (graphics/video) — use Canva or hire freelance designer
[ ] Schedule first 2 weeks of content using Later, Buffer, or native scheduling

Next Week:

[ ] Launch with Post 1 (carousel announcement)
[ ] Post consistently (see content calendar)
[ ] Monitor comments/DMs — respond quickly
[ ] Start building email list (if not already set up)

Month 2:

[ ] Analyze what content performed best (views, engagement, clicks)
[ ] Double down on winning formats
[ ] Start outreach to micro-influencers
[ ] Plan UGC campaigns (incentivize current users to post)

11. Success Metrics (Social Media KPIs)

Month 1 Goals

Instagram: 500 followers
TikTok: 1,000 followers (TikTok grows faster organically)
Engagement Rate: >5% (Instagram), >8% (TikTok)
Link Clicks: 200+ (from bio)
Flat Inquiries: 50+ (via DM or website form)

Month 3 Goals

Instagram: 2,000 followers
TikTok: 5,000 followers
Engagement Rate: >7% (Instagram), >10% (TikTok)
Link Clicks: 1,000+
Bookings Attributed to Social: 20+

Tools for Tracking

Instagram Insights (native)
TikTok Analytics (native)
Google Analytics (track UTM links from bio)
Later or Buffer (scheduling + analytics)

Appendix: Email Templates (Support Inquiries)

Template 1: Booking Inquiry Response

Subject: Your Students in Town Inquiry — Let's Find Your Home! 🏠

Body:

Hey [Name],

Thanks for reaching out! I'm [Team Member Name] from Students in Town.

You asked about [specific flat / city / pricing]. Here's what you need to know:

📍 **Location:** [Flat address or neighborhood]
💰 **Price:** €[X]/month (includes rent, utilities, WiFi, and weekly cleaning)
👥 **Flatmates:** [Number] people currently or soon-to-be living there (you can see their profiles on the listing page)
📅 **Available from:** [Date]

**Next Steps:**
1. Check out the full listing here: [link]
2. See flatmate profiles and reach out to chat/video call if you want
3. When ready, hit "Book Now" — we'll take care of the rest!

Got questions? Just reply to this email or WhatsApp us at [number].

Looking forward to welcoming you home!

[Name]
Students in Town Team

END OF DOCUMENT

Summary for Homer/Lorenzo:

✅ Social naming: @studentsintown (pending manual verification)
✅ Website copy: Homepage, About, FAQ — ready to hand to Frank
✅ Social bios: Instagram, TikTok, LinkedIn — ready to paste
✅ First 10 posts: Scripted, formatted, calendar included
✅ Content calendar: 2 weeks planned day-by-day
✅ Brand voice: Defined (friendly, professional, empathetic)
✅ KPIs: Month 1 & 3 goals set

Everything is ready for execution. Just need someone to manually create the accounts and start posting.

Marco