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2013-2014 Marketing Plan

July 2013

Table of Contents

Our MissionThe Department of Housing and Residential Life creates a seamless environment of living and learning in a safe and welcoming community. Through opportunities for leadership development, civic responsibility, self-exploration, and student involvement, we assist in building a life-long connection between the student and the University.

Our VisionThe Department of Housing and Residential Life strives to educate our students outside of the classroom in order to provide them with a collegiate experience that better prepares them for a pluralistic society.

I. Executive SummaryII. Target Audience and Customers III. Freshmen Residency Requirement IV. Occupancy Goals V. Situation Analysis: SWOTVI. Residence HallsVII. ApartmentsVII. Market Segmentation A. First Time in College B. New Transfer C. Current Residents D. Current off-campus E. GraduateIX. Assessment & On-Going Research X. Marketing CommitteeXI. Technology XII. PublicationsXIII. Marketing InitiativesXIV. Marketing RepresentationXV. Campus Connections A. Admissions B. OrientationXVI. Room Selection ProcessXVII. Jupiter Marketing XVIII. Budget

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The Florida Atlantic University’s Department of Housing and Residential Life anticipates sizeable changes in the 2013-2014 year. Our current on-campus population will be increasing due to the addition of our new residence hall known as Parliament Hall. This will increase our available bed space from _____ to ____. The growth of our department has slightly exceeded the demand as we work to ensure bed space for all interested students. In 2012-2013 there were roughly ____ unrented bed. With changes within administration and staffing as well as the addition of Parliament Hall will make full occupancy for Fall of 2014 a challenge for the deparment silimar to the challenge of the Fall of 2013. To address this challenge, this detailed marketing plan has been developed to create demand for the new facilities and to increase awareness of exsiting on-campus in specific target populations.

This marketing plan includes a subsection specifically for increasing the connection between the Boca Raton and Jupiter campus. This section will be specific to marketing iniatives for Jupiter that will need to be done seperately do to the needs of that specific community.

The major target populations being addressed by this plan include First-Time-in-College students, Transfer student who are new to FAU, returining residents, and current FAU students who reside off-campus.

This marketing plan includes a specfic plan for occupancy. This includes a llist of all target audiences, our different community styles (residence halls and apartments), and the departments stengths and weaknesses. This information will be used to direct content utilizing technology, publications, and developing campus connections.

Marketing iniatives are defined with in this marketing plan including efforts of the department that are new and continuing. In order to maintain consistent messaging, a specific marketing theme has been choosen and utilized for the 2013-2014 year. This theme is a master brand utilized to establish the unity between the Boca Raton and Jupiter on-campus housing.

The department will be going through staff changes with the resignation of the current Coordinator for Marketing. With these changes marketing maybe limited until the position is filed. However, it still remains important to remember as new and continous marketing iniatives are developed the department must remember to work collaboratively with the Department of Student Affairs as well as Creative Services to ensure the department is within university standards and creative guidelines.

Executive Summary Target Audiance

This year will focus on working out the logistics of restructuring and enforcing the freshmen residency requirement. This includes marketing the requirement across campus and to our potential students. This will include having information regarding the requirement on the majority of the marketing materials geared toward providing students with information on on-campus living. Departments to focus on building relationships to spread the word are Admissions during on campus tours, the application process, and basic communication regarding living on campus. During Orientation prior to arrival having information sent out informing students of the requirement and need to fill out the contract or exemption form prior to arriving to orientation. Areas to focus on:• Redefining the exemption and appeals process for cancelation • Communicating the requirement • Ways to enforce the policy if not followed

Freshmen Residency Requirement

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Occupancy Goals Situational Analysis: SWOTThis report shows the occupancy reports of the last three years. This gives a realistic point of reference for occupancy goals. These goals take into consideration the increase in on on-campus living for the last three years with the addition of Innovation Village Apartments and this year of Parilment Hall.

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Glades Park TowersGlades Park Towers (GPT) is a suite-style residence hall housing freshmen students in the First-Year Student Housing (FYSH) Program. Occupancy: 602 beds, 96 singles, 253 doublesGender: Single gender floors

Heritage Park TowersHeritage Park Towers (HPT) is a suite-style residence hall housing freshmen students and living-learning community participants. Occupancy: 604 beds, 96 singles, 254 doublesGender: Co-ed floors, gender by suite

Each student is provided with the following:• Extra-long lofted bed (36” X 80” extra-long

twin mattress)• Desk• Desk chair• Dresser• All utilities included• Shared bathroom• Programming activities & events• AlgonquinOnly:Shared MicroFridge® unit

in each suite

Hall Amenities•24-hourdeskoperation•Floorstudylounges•Computerlabonthefirstfloor•Musicpracticeroom•Classroomspace•Conferenceroom•Multipurposeroomwithlarge-screenTV•Mailroomservices•Laundryfacilities•BasiccableTV•Communitykitchen•Icemachine•Unlimitedbuilding-wideWi-Fiaccess

Room Amenities

Situational Analysis: SWOT Residence Halls

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Residence HallsIndian River TowersIndian River Towers (IRT) is a suite-style residence hall housing freshman students. Each suite is provided with a common living area and furniture. Occupancy: 604 beds, 264 singles, 170 doublesGender: Co-ed floors, gender by suite

Parliament Hall Parliament Hall is a suite-style residence hall housing freshman students. The NEWEST of our residence halls will contain the faculty in-residence program. Through encouraging a healthy life style and fitness Parliament Hall will have a fitness center and health dining options featuring Red Mango and Simply Puur. Occupancy: 614 beds, 400 singles, 107 doubles

Algonquin HallAlgonquin Hall is a recently renovated (2007) suite-style residence hall housing freshmen and upper-class students in all single room suites. *Mailroom and Desk services located in nearby Heitage Park Towers)Occupancy:93 beds, all singleGender: Co-ed floors, gender by suite

ApartmentsRoom AmenitiesInnovation Village Apartments

• Conference/studyrooms• BBQpit• Communityswimmingpool• Sandvolleyballcourt• Outtakesconveniencestore(IVAN)• Multipurpose room with large-screen

TV• Mailroom services• BasicexpandedcableTV*• Unlimitedbuilding-wideWi-Fiaccess• Activityroom• LaundryFacilities(IVANinunit)• Sharedbathroom(in4bedroomunits

Innovation Village Apartments – SouthInnovationVillageApartmentsSouthisanewseven-storyhigh-riseapartmentbuildinghousing upperclass and graduate students in fourbedroom/twobathapartments.Occupancy: 605 beds, all singles in four bedroom/twobathroomapartments

Innovation Village Apartments – NorthInnovationVillageApartmentsNorthisaneweight-storyhigh-riseapartmentbuildinghousing upperclass and graduate students in fourbedroomandtwobedroomapartments.Occupancy: 611 beds, all singles in 90 four bedroom/twobathroomapartmentsand120two-bedroom/twobathroomapartments.

University Village Apartments

Each student is provided with the following:IVA:Standardfull-sizebedUVA:Extra-longbed(36”X80”extra-longtwin mattress)DeskDesk chairDresserShared kitchen (including refrigerator, stove, microwave, dishwasher, kitchen table and chairs)Shared living area (including sofa, chair, TV stand, coffee table)All utilities included

UniversityVillageApartmentshouseupper-class and graduate students in studio apartments(doubleoccupancy)andfourbedroom apartments (single rooms) complete withbathroomandkitchenfacilities.Occupancy: 528beds,332singles,196doubles

IVA Amenities

UVA Amenities• Computerlabonthefirstfloor• Multi-purpose room with large-screen TV• Mailroom services• Laundryfacilities• BasiccableTV• Ice-machine• Unlimitedbuilding-wideWi-Fiaccess

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Marketing Initiatives by SegmentFirst Time College StudentsGeneral Fall/Summer Population:-CrossmailerPostcard-ResidentialLifeMagazine-EmailBlast* 1.Thebenefitstolivingoncampus 2.CommunityHighlights 3.VirtualTourHighlights *ResidencyRequirement

General Fall/Summer Admissions:-CrossmailerPostcard-HousingKEYMailer-EmailBlast 1.Thebenefitstolivingoncampus 2.ApartmentLiving 3.VirtualTourHighlights

Transfer Students

Current Residence Off Campus StudentsAcademic Year Iniatives:-ImportantDatesforRoomSelection(Sept)-CrossmailerPostcard(Oct)-EmailBlast 1.2014/2015ReapplicationEmail General(MidNov) 2.TransformYourWayofLiving withApartmentLiving 3.VirtualTourHighlightsand Process Reminder -ApartmentLivingOpenHouseReception-CommunityBulletinBoards-OWLRadioPSA-OWLTVAd-T-shirtMarketingCampaign

General Fall/Summer Admissions:-CrossmailerPostcard-HousingKEYMailer-EmailBlast 1.Thebenefitstolivingoncampus 2.ApartmentLiving(BestofBoth Worlds) 3.VirtualTourHighlights-InvitationtoApartmentLivingOpenHouseReception

General Fall/Summer Admissions:-CrossmailerPostcard-HousingKEYMailer-EmailBlast 1.Thebenefitstolivingoncampus 2.ApartmentLiving 3.VirtualTourHighlights

Graduate Students

Additional General Efforts:Housing Website, Virtual Tours, Social Media Marketing, Open House, Orientation, and Admissions

Assessment & On-Going Research

Focus Groups - Parent & Student Outreach - Surveys - Benchmarking

In order to fully evaluate and assess the marketing efforts of the overall Department of Housing and Residential Life numerous outlets to begin the process of regular assessment and feedback of marketing efforts to include:

Focus GroupsFocus groups will be held to review current marketing materials, review items in production, and to review materials from benchmark institutions to generate new ideas, focus marketing efforts, and to stay current with the populations we serve. For participating in a focus group, a free meal will be provided and small freebies will be given out. Recruitment of participants will be done through advertisements in residence halls and the high school’s announcement board.

Focus Group PopulationsSummer 2013: Prospective students involved will be Summer Session residents and summer student staff. Academic Year: Currently enrolled FAU students living in residence halls, and prospective students currently attending local high schools.

Parent and student opinions are equally important in the success of the Department of Housing and Residential Life. Therefore the Housing & Residential Life plans on targeting both groups at large campus events where both would be in attendance (Fall and Spring Parent & Family Weekends and Homecoming).Parents and Family Weekend Tailgate Homecoming Weekend Tailgate

Parents & Student Outreach

o Snack and Drinks will be availableo Providing Housing Information and Room Selection Process (Spring) o Meet and Greet with Res Life Staffo A drawing for small prizes for both students and parentso Satisfaction Survey will be distrubuted

o Former staff will be invited to returno Snack and Drinks will be availableo Providing Housing Informationo Meet and Greet with Res Life Staffo Satisfaction Survey will be distrubutedo Sponsor a Homecoming themed t-shirt to be given away to the first 100 students at the Timucua Pageant.Cost: $3,000

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Assessment & On-Going ResearchSurveysSurveys will be used to get a sense of where students are getting their information regarding various marketing related efforts. These surveys will help to determine how students are getting the information we are providing, and will provide valuable targeting information for framing where to go next in the marketing process. Additionally, surveys will be developed to secure feedback regarding marketing efforts from parents of students as well.Since students are often bombarded with email surveys from departments across campus only one email survey a semester will be sent out to students. SurveyMokey.com also allows us to offer a reward incentive to those students who participate in the survey. The survey will still be anonymous, and SurveyMonkey.com’s program will randomly choose as many winners as we desire. Face-to-face surveys will also be administered at events such as Parents & Family Weekend, Housing & Residential Life Open House, etc. Survey’s and questions will also be asked via Facebook. A reward incentive will be offered by allowing students and parents who complete a survey to enter into a drawing to take place on the day of the event. Rewards for both the email and face-to-face surveys will be donated by Bed, Bath & Beyond, the University Bookstore, and local restaurants.

Cost: $400 Benchmark Institutions

The Marketing Committee will routinely seek out marketing from other housing departments around the state and our identified peer institutions to see what other institutions are using to market to their students. Additionally, a core group of comparable institutions and housing programs will be identified for routine comparison. This will in turn give the department a better sense of what it is we may be competing with, as well as new ideas and concepts for marketing to the FAU student population.

FloridaInternationalUniversity FloridaGulfCoastUniversityUniversityofSouthFlorida UniversityofNorthFloridaUniversityofWestFlorida NovaSoutheasternUniversityUniversityofCentralFlorida FloridaStateUniversityUniversityofFlorida UniversityofMiami

Marketing CommitteeIn order to fully implement various aspects of the marketing plan, while also engaging various levels of the Department of Housing and Residential Life for a fully holistic marketing approach, a standing Marketing Committee will be developed. The committee will be chaired by the Assistant Director for Business Services, and will be comprised of the following:

1.CoordinatorofMarketingandPublications2.GraduateAssistantofMarketingandPublications3.JupiterCampusRepresentative4.1ResidentCoordinators5.1HallCoordinator6.1RSARepresentative7.1CommunityCouncilorResidentialStudentRepresentativefromeachbuilding8.1ResidentAssistant

MeetingsFirst Wednesday of the Month at 10am

TheMarketingCommitteewillmeetthefirstWednesdayofeverymonth(moreifneeded).TheMarketingCommitteewillbeinchargeof:•Discussing: oProblemareaswithinthecurrentmarketingprogram. oIssueswithinhallsthatHousingandResidentialLifecanhelpwith. oRoomSelectionProcess(Themeandhowtosolveissuesfrompastyears) oIssuesandsuccessesofcurrentwebsitedesign.•Developmarketingtoassistwithretention•RoomDecoratingContest(Planning,facilitating,andjudging)•BenchmarkingourHousingandResidentialLifewithotherinstitutions.

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TechnologyPhotographyHousing and Residential Life has a digital SLR camera to be used for small in house projects, however it will be necessary to hire photographers for certain events and marketing needs. A photography/marketing mentorship program will also begin this fall. This program will allow a student to shadow the Graduate Assistant of Marketing and Publications during an in-house photography session. They will be taken through the full process of setting up a shoot, taking photos, editing and choosing photos.

Cost: $1000

Video ResourcesA video recorder will be purchased for the department to record HD videos for online marketing. These videos will be used to showcase students, events, programs, and life on campus including why it’s important to live on-campus, the great amenities we have to offer, commercials for the room selection process, and how to complete the housing contract. Some of these may need to be produced in conjunction with OwlTV and be available at any time through the department website, as well as shown on OwlTV (select videos).

A commercial will be produced for Housing and Residential with collaboration from the Department of Student Affairs showcaing FAu’s Residence Halls and Apartment Living. This video will be done with creative srvices with the cost being covered y the Business Services.

Cost: $3000QR CodesUtilizing barcode and smart phone technologies, additional information, website links, and instant feedback will be attainable through the use of QR Codes on publications, flyers, posters, etc. By using a smart phone, a student will be able to scan a QR Code on a particular publication, flyer, etc with a barcode scanner app, and it will automatically link them to a given URL, phone number, or text message. These codes are free to manufacture, and just need to be printed to be used.

WebsiteWorking with various partners within the department, the marketing committee will identify ways to improve the website. This project will begin during the summer of 2013 and be continued throughout the year. Housing and Residential Life will work with committee members to rework and redevelop the current department website to make it more user-friendly, more informative, and more visually appealing for current students, prospective students, and parents. This will also include updating all information on the website to ensure it matches current practice, and creation of a fully comprehensive website for all services offered by Housing and Residential Life. Surveys, focus groups, and meetings with RSA leaders, freshman students, upperclass students, and department employees will be undertaken during the development process to ensure multiple constituencies’ needs are met through the website. A new area of the website will be developed dedicated to the New Residence Hall. This page will have updates on construction, countdown to the ribbon cutting, and current photos. Throughout the website photos of all the buildings will be updated. The homepage of the housing website will give important updates and events while linking to our social media sites.

Stock Creative MaterialIt will be necessary, at times, when producing materials in-house to periodically purchase photos, illustrations, flash modules, etc for use in publications and website development work. To this end, it will be necessary to utilize the pay-as-you-go plans with istockphoto.com. These materials are then able to be used on websites or in printed publications up to a certain limit (print: 499,999 copies with a standard license). Depending on the specific item, items vary in cost from 1 credit to 200 credits, with credits costing $.95 each.

Cost: $1000Digital photo framesThe digital photo frames from last year will continue to be used as an alternative method for showing rooms. Housing and Residential Life will go around to each building making sure the frames are in working order and ensure they have the most up-to-date photos of the building.

Technology

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Marketing IniativesPublicationsMarketing ThemeFor the 2013-2014 year a stylized theme will be used throughout publications and marketing efforts to establish a specific look to the department’s publications to make them more recognizable. The theme will be a stylized FAU red, blue, and white look featuring the residence halls and apartments.

2013-2014 Housing MagazineThe Housing Magazine will feature a format with basic information about living on campus within the residence halls and on-campus apartments. The Housing Magazine will also rely heavily on photographs and graphical representations rather than upon large areas of text. It will feature profiles on each building, student testimonials about living on-campus, 3-D floor plans, photos from around campus, and information on Living-Learning Communities and Campus Dining. Additionally, a greater distinction will be used to draw attention to the distinction between the Boca & Jupiter sections. The format for the magazine will be changing as well. The Boca Raton magazine will be designed in an 8” by 8” booklet. The Jupiter magazine will be in an 8” by 8” threefold brochure.

Copies: 8,000Cost: $9,000

Crossmailer – Newly Admitted StudentsLike a postcard, this mailer will fold out with five sections. These mailers will be sent to all newly admitted students, encouraging them to complete the housing contract process. These mailers will have information about all of our residence halls and apartments. This is to reduce the printing of two seperate postcards.

Cost: $5000

ArticlesPeriodic (each semester) submissions will be made to the Department of New Student and Owl Family Programs for inclusion in their regular parent newsletter. These articles will also be made available via the housing website. The articles will discuss important information such as the room selection process and the new residence hall. Large programs put on by the residence halls will also be featured in order to give the parents an idea of what happens in the residence halls.

FacebookThrough the FAU Housing-Boca Raton Facebook page, it is apparent that students find use in the ability to engage with the department through Facebook. To this end, it is becoming increasingly necessary to be intentional with how departments utilize their social media outlets. The standard “landing page” that Facebook offers to visitors of pages can be customized through the implementation of an App that runs on the page when individuals visit it. Housing and Residential Life will work to develop various pages within the Facebook page to supplement the basic information available. As a continues resource for Resident Assistants, the Graduate Assistant of Marketing and Publications will begin advertising on social media for RA hall-wide and campus-wide programs. This will keep current students informed on what is going on in their hall, but it will also give prospective students who view FAU Housing’s page an idea of what they can expect when they move to FAU.Updates will take place multiple times a week to ensure constant exposure to the students, but not overload them with information. Updates could include: photos, facts about housing, programming events, surveys, interactive statuses, contests, etc.Using Facebook groups for up-and-coming classes we will begin to engage students by promoting our page, sparking conversation and answering questions in regard to Housing and Residential Life.A weekly trivia competition giving out prizes to participants would encourage students to continually check the page. The prize should be something that is tangible and a consumer product that students need but is not provided (ie. Toilet paper). Having a themed slogan for the trivia would also make the trivia recognizable and known to residents (ie. Toliet Paper Tuesdays).

Cost: $300

#LoveWhereYouLive

Utilizing social media’s hashtag (#) symbol of phrasing utilizing the saying “Love Where You Live” as #LoveWhereYouLive will bring a sense of pride for their residence hall and apartment. This campaign will be a collabrative effort with Residentail Life and their resident assistance to push this phrase during move-in and to highlight programs, events, and their overall experience.

Cost: $1000

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Marketing Iniatives Marketing Iniatives

FoursquareFoursquare is an online social network that utilizes location based check-ins to connect individuals. Checking-in in various locations allows users to earn badges, share where they are, and earn points on the social network. Currently FAU operates an over-arching page, with connections to each of the residence halls already established. What is not currently occurring is active engagement from Housing staff to those that check-in to provide tips, information, and promotion of events, programs, or resources. Working with whomever manages the foursquare accounts, Housing and Residential Life will work to offer students tips, and information regarding the individual “venues,” as well as periodically offering prizes to students who check-in the most frequently to each of the residence halls (known as “mayors” on foursquare, those individuals with the most check-ins in a 60 day period in any given venue). The tips that can be offered include marketing for programs, events, deadlines, or resources that we can offer to students. Additionally weekly updates will take place to all social media outlets with a “fun fact” about housing when classes are in session. During the summer this will transition to a “did you know” format targeted to prospective students.

In order to garner a larger outreach via social media outlets, a postcard will be developed with Creative Services to advertise and promote the Department of Housing and Residential Life’s Facebook page and Twitter account. Included on these postcards will be QR Codes (scanned using smartphone barcode readers, automatically takes to Facebook/Twitter account) to take students to the Facebook and Twitter Accounts.

In addition to postcards in every student’s mailbox at the beginning of the year to advertise the Facebook and Twitter outlets of the Department of Housing and Residential Life, signs/posters (letter and legal sizes) will be developed each semester to post near the entrances to residence halls (possibly window clings) and/or the front desks with promotional information regarding the accounts. QR codes will again be utilized for easy access.

Social Media Postcards

Social Media Signs

AthleticsTo better establish a relationship between Residential Life and Athletics specific programing efforts will be geared toward increasing participation at, at least one game per major sporting event for football, soccer, baseball, basketball, softball, and volleyball. These games will be specifically marketed toward the residence halls for residents to attend. There should be a table with information and small give-aways at these games to promote living on campus. ParticipationEach residence hall and apartment will gather a group prior to the specific game and give a head count to who is attending. The building with the most participation percentage of their building added to the percentage of overall participation percentage of all in attendance from the halls divided by two will give the winner as the most statistically accurate percentage for the specific building population. The winning building will receive a trophy or prize for their participation. Give-awaysUtilizing the t-shirt giveaways for football homecoming and a basketball game will be given to these students participating. During other games small givesaways can be utilize that have been purchased for the year. This will serve as a time to do walking advertising and marketing. Winning building will get a pizza party and a trophy as well as Hallapolooza FAU silicone bracelets. Working with residential life to get program help and funding is important.

Hallapolooza

The FAU Housing Twitter will be used to provide students with photos, facts about housing, programming events, surveys, interactive statuses, contests, etc. The Twitter account will also be used to respond to and provided assistance to students who mention FAU housing in their tweets. This will help increase our customer service with service while also helping us solve issues within the Department of Housing and Residential Life. Twitter will be a second social media source for the advertisement of RA programs as mentioned in the description of the FAU Housing Facebook page.

Twitter

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Marketing IniativesMarketing Iniatives

Newly Admitted StudentsAs noted with the E-Mail blasts, students who have been admitted to the University will receive periodic reminders regarding applying for housing in 2-month intervals, beginning in October, and continuing through May. These will include information regarding roommate selection, the assignment process, and dates they can expect to receive information/assignments, etc.

Electronic Updates

Email ServiceStudents residing on-campus will receive periodic updates from the department. The approximate schedule/topics are outlined below (in addition, prior to distribution, calls for program schedules/advertising will go out to the Residential Life staff for inclusion):

1) Fall Semester Important Dates – September2) Non-Returning Spring Instructions – October3) Semester Closing Instructions – mid November4) 2014-2015 Reapplication email – mid November5) Spring Semester Important Dates – January6) Spring Break Safety Tips/Information – Late February7) Summer School Contract Information – Late March8) Semester Closing & Check-Out Information – April

Email Service Timeline

Birthday WishesAt the beginning of each month, an electronic message through Facebook and Twitter wishing well wishes to those residents who have upcoming birthdays will be distributed.

Parliament Hall MarketingMarketing efforts will be adjusted to begin incorporating the addition of Parliament Hall. The main focus will be the special amenities it provides with dining, faculty-in residence, and the new spaces. Information will be included in the following areas of marketing:1) Publications2) Website Updates (October 1) 3) Displays for Showcase and Open House4) Tour Rooms 5) Virtual Tour6) Other Opportunities (Ie. Ribbon Cutting)

The Ribbon Cutting ceremony can be an opportunity for Housing and Residential Life to get information out about the Parliament Hall

out to prospective students. This will be a good time to begin marketing this hall for the following

school year.

Room Decoration ContestThis fall 2013, Florida Atlantic University Housing and Residential Life wants to continue the tradition of bring forth the excitement, creativity, recognition, and the idea of the FAU Experience into the residence halls through FAU Cribs. FAU Cribs will be hosted throughout all residence halls/apartment complexes; there will be a selection of one overall winner and one winner from each residence hall/apartment complex including those halls at the Jupiter Campus.

Students arrive eager to decorate their living area to best represent their personality. We encourage students to add their own taste to the blank slate they are provided and begin to make it a home away from home. The Room Decoration contest is a great way to support and showcase our residential students. The contest will begin in October, with a submission of a photo and paragraph reasoning why they have the best room on campus. The Marketing Committee will choose a winning room from each residence hall/apartment complex. Winners will be announced via the department website and social media outlets in November. Utilizing the department video camera the winner’s rooms will be showcased through an episode of FAU Cribs. Each episode will be placed on Facebook and whoever gets the most likes at the end of a week will be the overall winner. The videos will be used again for advertisements during the Room Selection Process in the spring.

Cost: $2,550 ($500 for first place and $200 for the eight other building winners,

Mobile MarketingCurrently the Department of Housing and Residential Life has an older run down vehicle that they utilize to transport students, guest, and make off-campus visits. Investing in a small department van or large sized sudan would allow a more efficiant and cleaner respresentation of the department. Purchasing the vehicle in white and getting a wrap placed on the vehicle would provide the department with mobile marketing. This would allow us to have our website, contract information, and the FAU branding be visible anywhere the department goes.

Cost: $15,000 Wrap Cost: $5,500

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Marketing Iniatives Marketing RepresentationOpen House ReceptionTarget Audience ToprovideanewperspectivetotheroomselectionprocessanOpenHouseReceptionwouldbeheldwiththethemeoftransformingyourwayoflivingwithapartmentliving.ThiswouldbeanopportunitytoshowcaseInnovationVillageApartmentsandUniversityVillageApartments.Therewouldbeanoutreachtoallfirstyearstudentslivingoncampusaswellasthoseoff-campusandlookingtotransfer.Aninvitationcouldbecreatedtoinformthemthatthereceptionistakingplace.

ToursTo provide the perspective students to live in the apartments tour would be available in InnovationVillageApartmentsNorthandUniversityVillageApartments.Staffwouldbepresenttoanswerquestionsandgivetourstothestudents.Ifstudentstakethetimetotourbothbuildingstheywouldreceiveasmallgive-awayforvisiting.RefreshmentsandfoodwouldalsobeprovidedforallofthosewhovisitfortheQuestionandAnswersession.

Cost: $2000

To ensure the marketing of all of the department including Residential Life specific projects are complete in a timely and manageable manner a request form has been designed. This request form will be used to give the marketing team specific information for the event, program, or project. This form must be complete and turned in within 30 days prior to the requested completion date of the project. This form is only to be utilized by the professional staff and not by students without permission and guidance of their supervisors. Utilizing this form will ensure projects are being done in a timely manner and helps the team stay organized.

Annual Programs or EventsThere are specific programs or events that the department has annually or are prescheduled for the year that requires department wide marketing. Those programs and events include:

Residential Life Projects

ShowcaseIn order to present a more professional and appealing image to the prospective students at Campus Visit Days and orientation showcase materials will be used. A new showcase will be developed to market the new freshmen residence hall to be opened, it will be ordered through 4imprint.com. These displays are retractable and easy to transport so they will be able to be used for multiple events/functions.

Virtual Tours360˚ Virtual Tours of residence hall rooms and apartments have been developed for the website, as well as for use in orientation and campus visit day showcases. These allow individuals to view specific rooms and apartments from the comfort of their homes, and allow students to better plan for their personal belonging needs. New virtual tours will be done for the renovated halls (Algonquin and University Village Apartments). Parliament Hall will also have a “virtual tour” made using the mock-ups we have had created.

Cost: $5,000

Open HouseStudents who visit the Housing area at each open house will have the opportunity to ask questions, and gain more knowledge regarding the various housing options on-campus. In addition, computers for on-site contract completion will be available, and as an incentive to complete a housing contract, students who choose to do so will be given a free gift for applying on-site.

Housing “Press Kit”In connection with the Housing Magazine a Housing “Press Kit” will be created to be handed out to our campus partners in admissions, orientation, information desks, etc. The press kit will include the Housing Magazine, campus map, etc. making sure prospective students have all the information needed for living at FAU-Housing.During open houses the department will purchase FAU University Housing folders and plastic bags to provide convenience and ensure perspective families have all of our information. The folders will be stuffed with all of the important booklets, handouts, and brochures and be give out as a whole package to the families. A bag will be provided so that as families walk around during open house they have a bag to collect information from the rest of the university.

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Campus Connections Campus ConnectionAdmissionsHousing and Residential Life will have regular meetings with staff from Admissions to ensure accuracy and branding standards are maintained with regards to the Department of Housing and Residential Life, including all assets. To this end, Housing and Residential Life will:1. Work to build a strong relationship with representatives from Admissions.2. Work with Admissions to share information regarding Housing, occupancy, and new developments on a regular basis.3. Work with Admissions to help train tour guides and Admissions representatives regarding Housing information and department representation to ensure accuracy when interacting with students and families.4. Offer incentives from Housing and Residential Life to those tour guides who excel at representing Housing well.5. Meet regularly with recruiters and tour guides to provide on-going training regarding housing and to provide on-going mutual feedback.6. Work to add completing the housing contract as part of the admission process

OrientationUtilizing the Marketing Committee, focus groups, and feedback from RSA, Housing and Residential Life will work to regularly update the current Orientation materials used to incorporate greater levels of interactivity in presentations, as well as refining information presented to better suit the needs of incoming students and their parents.Additionally, Housing and Residential Life will work with the Orientation office to develop training for Orientation Leaders regarding housing options, policies, and practices.Orientation Give-a-waysTraditionally, students who engage in the Campus Living presentation during orientation are given something for their participation (2011-2013 orientations we gave out owls). New give-a-ways will be researched for the 2014 year to maintain a fresh flow of give-a-ways for new students.

Cost: $3,000

Dining ServicesWorking with Chartwells this year to establish a better relationship amongst the two departments will assist in marketing the experience on campus. This will be a bit easier now that vending options are being offered in the Parliment Hall. Establishing a better connection for catering and event collaboration will help support the full experience living on campus. This includes providing better service for our guest during conferences.

Having a catering form that is filled out and completed to Chartwells which is shared and filled in the documents for the conference attendance will help make the experience of our guest be improved and help our staff understand the needs and the expectations of the conference guest beyond housing.

Athletics Connecting for programs and events including but not limited to Hallapooloza (see page 19). Supporting our students who are in athletics by utilizing the rest of our student population in housing will increase moral of the sporting teams and the branding of the department.

Fraternity and Soroity Life Establishing a relationship with our Fraternity and Sorority Life on campus to provide those chapters with community living space for those chapters without house will be a great way to increase students living on campus beyond their first year.

Community PartnershipsConnecting with off campus venders for food or program locations will spread the departments initiatives to the broader community. This may also include connecting with vendors that will provide a discount to on-campus students or FAU students in general. This will help students live afforably will connecting to our greater community.

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Room Selection ProcessRoom Selection ProcessPrint AdvertisingA unified marketing campaign will be developed, with posters, brochures and hanging door tags to be distributed to students regarding the process. Working with Creative Services, these materials will convey the important informational components of the process and reasons to live on-campus as upperclassmen.

Cost: $1,500University PressIn order to provide numerous avenues of information regarding the Room Selection Process in the Spring Semester, an ad regarding the process will be purchased in the University Press. This ad will start in February, and run until April when Room Selection begins. The ad will provide information on the Room Selection Process, reminders, and will change each month focusing on IVA, UVA, and Algonquin. Ad will run February-April 2013.

Cost: $2,000Website and Social MediaAn area dedicated to the Room Selection Process will be developed for the main housing website to post updates, information, FAQ, etc.Social Media outlets will be used to further market the Room Selection Process. This will coincide with the progressive marketing campaign to build tension and anticipation for the announcement of what the event/opportunity is. Facebook Reaching students where they are is often key to a successful advertisement. Utilizing Facebook’s targeted ads, it is possible to orchestrate an advertising campaign that brings information to students right on their Facebook page, and can be targeted to only be shown on the Facebook use of anyone with an @fau.edu email address. These ads have a “total lifetime budget” meaning you are able to set the total you want to pay for the ad, and only pay that much at the most. Options include a pay-per-click option or a pay-per-view option ($.01 per click, or $.02 per 1,000 views of the ad).

Cost: $500.00 or less (variable depending on duration, clicks/views, etc)Videos from Room Decorating Contest will also be shown on the FAU Housing-Boca Facebook as advertisements for each hall. Every week a different hall will be featured on Facebook, it will match up with the hall being advertised in the University Press.

ThemeWorking with the Marketing Committee, a theme will be identified for the 2013-2014 Room Selection Process, that will bring together all of the various components of the marketing campaign for the process.

Progressive Marketing campaignFor portions of the marketing campaign, a staged, progressive approach will be used. For social media outlets, and other outlets, a staged campaign with messages/marketing being released approximately 1 month, 2 weeks, 1 week, 2 days, 1 day, and the day of will be released.

RA Staff & RSA MeetingsBusiness Services Staff members will attend RA staff meetings in order to train RAs on the room selection process. RAs need to have a complete understanding of the process because they will participating in the process on the nights they are on duty. Business Services Staff members will also attend RSA meetings to discuss the Room Selection Process, answer questions, and promote the process to these groups of student leaders in order for them to relate the information to residents.

Student Leader Reapplication Competition This year will utilize the student leaders on campus to encourage students to reapply to live on campus the next year. The student leaders would include Resident Assistance, Residential Student Association Executive Board, and NRHH Executive Board members. These student leaders encouraging their peers to live on campus another year and talk through the options will add a more personalized touch to recruiting and marketing of the on-campus experience. Utilizing a competition with incentives for the student leader participation will promote more involvement and enthusiasm. However, some activities would be required for Resident Assistants to participate in. The Marketing Committee will develop specific prizes and points for each of the following activities possibly using a tier system as a student reaches a tier they receive a prize and after a certain amount of points they are entered into a “grand prize drawing.” The activities would include but not be limited to creating bulletin boards, completing social media challenges, tabling, door hangers, chalk art, etc.

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Jupiter Marketing2013-2014 Jupiter Housing MagazineThis 8”x8” tri-fold brochure will be similar to the magazine but provide specific information for Jupiter’s residence halls. Providing basic information about living on campus within the residence halls and on-campus apartments. It will feature profiles on each building, student testimonials about living on-campus, 3-D floor plans, photos from around campus, and information on Living-Learning Communities and Campus Dining.

Cost: $3000

Honors College Scholarship MarketingThis year the Jupiter Honors College is offer scholarships to help students cost of living on campus. This will make the option to live on campus for more than the required time more appealing. Connecting with the Honors College to understand the scholarship and its requirments before marketing the program is required. However, assisting with in house marketing will insure more interest in the scholarship making the scholarship more of a worth cause.

Cost: $3000

Social MediaEnsuring the presense of the Jupiter Residence Hall experience on our social media sites will continue to make them feel more apart of the campus. Extending the efforts in place for the Boca Raton campus for Jupiter specific residents will give them their own experience. This would including doing trivia, community member highlights, events and programs. The #LoveWhereYouLive will be important to be utilize to continue to capture the resident’s on campus experience in Jupiter similar to the Boca Campus.

Cost: $3000GiveawaysInvesting in marketing marterials for giveaways with specific branding for the Jupiter campus is important to consider. Having products that students can wear or carry around with the department name and their specific campus increase pride for where they live.

Cost: $3000

Owl Radio PSARadio advertisements regarding the room selection process will be developed and released through Owl Radio to target returning students, and urging them to reapply for housing in Innovation Village Apartments, University Village Apartments, and Algonquin Hall.OWL TV AdVideos from Room Decorating Contest as well as the videos developed through Housing and Residential Life’s partnership with Admissions can be used as TV advertisements on OWL TV. Those will also be released on Facebook, Twitter, and YouTube.Slides around CampusCoordinating digital slides will be developed that can be displayed around computer labs via LCD projector or LCD screens.T-shirt AdvertisingOne additional way of advertising for the room selection process will be to develop cleverly themed t-shirts to be distributed to Student Assistants and Resident Assistants to wear throughout the room selection process. These will incorporate the theme, as well as information directing students to the website for more information on how to sign-up for a room for the next semester. Similar to giving first-year orientation students a t-shirt for completing a housing contract having a t-shirt designed to be given to each person who lives on for another year. The t-shirt design would be building specific (at least having the specific name of the building be dominate on the shirt and/or ResFest color). This would provide a small incentive to reapplying while also building spirit within the hall unifying those residents for next year.

Quantity: 200 (600)Cost: $1,000 ($3,000)

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For Additional InformationSandy Chan, Assistant Director of Business Services schan6@fau.edu

Department of Housing and Residential Life777 Glades Rd., Boca Raton, FL 33431Phone:561.297.2880Fax: 561.297.2881

Budget

Estimated Budget for 2013-2014

Parent and Student OutreachSurveysPhotographyVideoStockCreativeMaterialHousingMagazineCrossmailer#LoveWhereYouLiveSocial Media GeneralHallapoloozaRoomDecorationContestOpenHouseReceptionVirtural ToursOrientationPrint AdvertsingUniversityPressT-shirt AdvertisingRoom Selection Facebook PostJupiterMagazine

$3,000$400/year$1,000$3,000$1,000$9,000$5,000$1000$300$1,500$2,550$2,000$5,000$3,000$1,500$2,000$1,000$500$3,000

Total:$45,750