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Effectively Marketing & Branding Your Housing Operation
Interest Session #6
Michael A. Berger - Brailsford & Dunlavey
Janie Shay Davis - University of Georgia
Tom Tiberi - University at Buffalo
Presenter Introduction
Presentation Overview
Learning Objectives & Outcomes
Introduction
General Marketing Concepts
Branding Decisions & Strategies
The Importance of Branding
Assessing Your Housing Operation
The Private Housing Market
Building the On-Campus Housing Brand
Question & Answer
Case Studies:
University at Buffalo
University of Georgia
Learning Objectives & Outcomes
1) Understand and Apply General Marketing Concepts
2) Assess Your Housing Operation
3) Profile the Local Housing Market
4) Develop a Unique Identity / Image
5) Build the On-Campus Housing Brand
Be Able To:
Introduction
What is Marketing?
Why is Marketing Important?
The process of planning and implementing strategies to educate, attract, and persuade consumers.
To succeed an organization must attract and retain a base of satisfied consumers.
Marketing is aimed at influencing consumers to try or continue using an organization’s products or services.
Marketing is a critical process by which an organization maintains a healthy image and presence in the marketplace.
SWOT Analysis
Internal Assessments – Strengths & Weaknesses
External Assessments – Opportunities & Threats
General Marketing Concepts
The Marketing Mix (The 4 P’s)
Product
Price
Place (Distribution)
Promotion
Target Market
Market Segmentation
Market Research
vs. Other Airlines
The Branding Concept:
Branding Decisions & Strategies
Selecting and blending tangible and intangible attributes to differentiate a product, service or organization in an attractive, meaningful, and compelling way.
vs. Other Fast Food Chains
vs. Other Facial Tissue Products
Building a Brand Identity
Name
Logo
Slogan
Packaging
Branding Decisions & Strategies
The Brand Identity Must:
Be Memorable & Easily Recognizable
Have a Positive Connotation
Fit the Target Market
Convey the Purpose of the Product or Service
Branding Decisions & Strategies
“Family Branding”
Various Products Under a Single “Umbrella Brand”
Draws on Strengths of Parent Brand
“Power Brand”
One that Dominates the Market
Often Perceived as “The Only” Product
Branding is a Continuous & Fluid Process!
The Importance of Branding
Builds Brand Loyalty
Favorable Attitude Towards Brand
Repeated Purchase of Products
Creates Brand Recognition
Consumer is Aware that Brand Exists; and
Considers it a Purchasing OptionStrong Brands Travel through
“Word of Mouth”
Brand Equity
Perceived Quality Loyalty
Name Awareness
Assessing Your Housing Operation
Profile Your Inventory
Unit Mix (Traditional vs. Suites vs. Apartments)
Age of Facilities
Amenities
Rules & Policies
Understand Your Target Market
Class Status & Age of Residents
Hometown Residence
Reconcile Your Inventory and Target Market
Is Your Inventory Attractive to Your Target Market?
Should Your Target Market Shift Based on Inventory?
or, Vice Versa?
Assessing Your Housing Operation
Key Indicators of Your Operation’s “Health”
Historical Occupancy Rates
Waiting List
Length of Lease-Up Period
Year-to-Year Retention
Determine the Financial State of Your Operation
Operating Efficiency
Rental Rate Structure
Plan for the Future
Study University Enrollment Trends & Projections
Develop a Housing Master Plan and/or Strategic Plan
?
The Private Housing Market
Existing Inventory:
Collect Quantifiable Data
Total Number of Rentable Beds
Rental Rates
Occupancy Rates
Amenities, Lease Terms, & Utilities Offered
Distance / Access To Campus (Direct, Near, Far)
Determine Level of Student Focus
“Student-Focused”
“Student-Friendly”
“Student-Averse”
Conduct Focus Groups with Students
The Private Housing Market
Future Inventory:
Interview the Local Planning Office
Study Land Use Maps
Understand the Re-Zoning Process
Inquire About:
Projects Seeking Re-Zoning
Recently Permitted Projects
Projects Under Construction
Discuss Development Restrictions / Barriers to Entry
Interview Developers to Determine Potential Impact of Projects
Building the On-Campus Housing Brand
Build an Identity / Image:
Conduct a Self-Assessment
What are Your Departmental Goals & Philosophies?
Who are Your Current & Desired Consumers?
Why is Your Product Valuable?
Create Trademarks that Support the Desired Identity / Image
Name
Logo
Slogan
Determine On-Campus Housing’s Desired Identity / Image
“What can brown do for you?”
United Parcel Service
Building the On-Campus Housing Brand
Develop & Implement a Marketing Plan:
Family Branding
Draw on the Name Recognition of University
University Association Strengthens Housing Product
Create Published Materials
Promote the Desired Brand Identity / Image
Incorporate Product Trademarks
Determine How and Where You will Advertise
Determine How You will Address Competitors
Direct
Indirect
Public University
Research I
Enrollment - 27,000
On-Campus - 7,400
Case Study – University at Buffalo (UB)
Institution Profile:
UB Housing Offerings:
Residence Halls
Singles, Doubles, Triples, & Quads
10 Month Contracts
Apartments
Studios, 1, 2, & 4 Bedroom Apt. Style
2 Bedroom Townhouses
10 & 12 Month Contracts
Case Study – University at Buffalo (UB)
Historical Occupancy:Recent Past
Applications Needed
Residence Halls
6,000 Applications to Fill 5,300 Beds
Apartments
2,600 Applications to Fill 2,172 beds
Management of Demand
Waiting List (halls avg. 400, apartments avg. 400)
Hotels
Reacquiring Beds from “Yester-Year”
Special Program Displacement
Case Study – University at Buffalo (UB)
Motivation to Act:
Desire to Increase Marketing Efforts
Local Privatized Housing Construction
Desire to Improve Operational Efficiencies
Benchmark our Efforts Against Similar Institutions
Case Study – University at Buffalo (UB)
Methods to Address Local Housing Market:
Identified Competitors and Non-Competitors
Focused on Marketing University Housing:
Value
Quality
Convenience
Hired Brailsford & Dunlavey
Case Study – University at Buffalo (UB)
Student-Averse?
Student-Focused?
Student-Friendly?
Building the Brand - “Living On Campus”
Case Study – University at Buffalo (UB)
Subdivided into 3 Separate Brands:
Umbrella
“On Campus. Convenient. The Only Choice.”
Apartments
“My Life. My Home. My UB. The Only Choice.”
Residence Halls
“Convenience. Community. Connections.”
Creating an Identity
Family Branding
Slogans
The Marketing Campaign – “Be Everywhere All the Time”
Print, Video, & Web
Transit Advertising
Large Banners, Signs in Campus Gathering Places
“Marketing Ambassadors”
Exhibit-Like Initiatives
Corporate-Like Sponsorship Giveaways
Indirect - All Student Staff Given Sweatshirts
Case Study – University at Buffalo (UB)
Apartment Shuttle Wrap
Res. Hall Shuttle Wrap
Public University
Doctoral Granting, Extensive Research University
33,000 students with 24,000 undergraduates
6,834 Students Housed in 20 Residence Halls
550 Family and Graduate Housing Apts.
Case Study – University of Georgia (UGA)
Institution Profile:
University Housing at UGA:
Residence Halls (5,613)
Community Bath Double Rooms w/ some Singles
Some Super Suite, Traditional Suite Options
9.5 Month Contracts
East Campus Village Apartments (1,221)
4, 3, & 2 Bedroom Units
11.5 Month Contracts
Case Study – University of Georgia (UGA)
Historical Occupancy at UGA:
1980s
Halls Opened Close to (or above) 100% Occupancy
1990s
Halls Opened on Average 97% Occupied
No shows 2-3% typically
2000 to Present
Halls opening at 100% Occupancy
First Year Live-On Requirement (2004)
Spring 2006: more than 1,000 students on initial Room Sign-Up Waiting List
Case Study – University of Georgia (UGA)
Motivation to Act:
No Revenue Bond Program in Georgia
Aging Facilities Don’t Meet Student Expectations
Ample Privatized Off-Campus Choices
On-Going Private Development
Fewer than 25% of Undergraduates Able to Live On Campus
No Targeted Marketing to Encourage On-Campus Living
Slow, Inefficient Communication with Students
Lack of Consistent Assessment of Housing Program
Case Study – University of Georgia (UGA)
Building the Brand:
”Don’t Just Attend Georgia, Live It!”
Case Study – University of Georgia (UGA)
Creating an Identity
Family BrandingSlogans
The Marketing Campaign:
Spreading the Brand
New Web Site
Publications to Drive Students and Other Stakeholders to Web Site
Bulldog Families (Parent Newsletter)
Room Sign-Up Campaign
Case Study – University of Georgia (UGA)
Brand Modification:
“200 years later, It’s still the place to be!”
The Marketing Campaign:
Case Study – University of Georgia (UGA)
QUESTION & ANSWER
Effectively Marketing & Branding Your Housing Operation
Interest Session #6
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