effectively marketing & branding your housing operation · effectively marketing & branding your...

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:


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


The Brand Identity Must:

Be Memorable & Easily Recognizable

Have a Positive Connotation

Fit the Target Market

Convey the Purpose of the Product or Service


“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


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?


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

?


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


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


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


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


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


Motivation to Act:

Desire to Increase Marketing Efforts

Local Privatized Housing Construction

Desire to Improve Operational Efficiencies

Benchmark our Efforts Against Similar Institutions


Methods to Address Local Housing Market:

Identified Competitors and Non-Competitors

Focused on Marketing University Housing:

Value

Quality

Convenience

Hired Brailsford & Dunlavey


Student-Averse?

Student-Focused?

Student-Friendly?

Building the Brand - “Living On Campus”


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


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


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


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


Building the Brand:

”Don’t Just Attend Georgia, Live It!”


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


Brand Modification:

“200 years later, It’s still the place to be!”

The Marketing Campaign:


QUESTION & ANSWER

Effectively Marketing & Branding Your Housing Operation

Interest Session #6

effectively marketing & branding your housing operation · effectively marketing & branding your...

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