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Help...student Housing Campaign
Posted By: cloftlin on 2/28/2007 7:33 PM (CST) 1250 Points
I need help! I work for a company that manages apartment communities specifically designed for students. Currently we are working on a project that is going through a management transition. The property is beautiful anything a student (or adult for that matter) could want, however, due to the lack of customer service in the past, this has left a bad taste in some our our student's mouths. We are begining leasing season next week begining with renewals. My issue is that I don't know how to say that we have changed management and attitudes without being negative while advertising our wonderful amenities. We also compete heavily with conventional apartment complexes in the area. I need a theme or a tag line that focuses on improvements to come, the wonderful features, our on campus location, and possibly something seasonal and fun that ties into the season (spring/st. patty's day/spring break, ect) that appeals to the COLLEGE age Crowd!

My ideas so far:

-The Grass is Greener on the other side (as opposed to living somewhere else)

-Create your own community (students choose their apartments and roommates on line)

-All you want, all you will ever need

-You can sleep with us night after night and we will still respect you in the morning (a staff favorite, but the campus is very conservative and in the south---but we felt it had punch for the MTV generation).

Please help with a tag line and ideas. I am not a marketing prof, but depend on marketing heavily to assist the leasing department. This is the first time that we have not had a campaign created by a marketing firm.

Any help would be greatly appreciated!

Posted by: CarolBlaha Accepted Answer
2/28/2007 7:52 PM (CST)
I would only talk the positive in print and tagline-- unless you want to simply say "under new management".

A tagline, might be-- The right choice for all the right reasons. As you say-- its the perfect place!

Save the individual objections to the face to face selling. Call those who aren't jumping in to renew and ask them personally to check you out. Students rarely get those personal touches-I think they'll respond. Walking your talk on the customer service issue will be up to you. Let them rant-- "I hate this that, I was treated like ..." listen, don't be defensive-- and hopefully they'll wind themself down.

Apologize, empathize and assure there is a remedy.

My last newsletter talked about apologies, you can view it here, http://business.eliteweb.cc/emview.cgi?c=8543&b=CO/33&u=3294635&ticket=5361...

Hope that helps, Carol
Sell Well and Prosper tm
 
Posted by: proeditor Member Response
2/28/2007 8:32 PM (CST)
My first reaction is to go with your favorite, only soften it a bit: Something like, "We'll respect you in the morning (and 24-hours a day) Because customer service is our specialty."

karen
 
Posted by: KathySmithFilms* Member Response
2/28/2007 10:16 PM (CST)
http://ries.typepad.com/

Laura Ries is the author of marketingprofs book of the month club this month. If you read the above blog by her, she has workable solutions on running damage control for Jet Blue but it applies to any business.

Definately read her new book and join in the book club forum:
http://www.marketingprofs.com/ea/qst_category.asp?catID=29

Good luck on fixing up the damage. I like Creating a Safe Community.
Kathy
 
Posted by: cloftlin Author Response
3/1/2007 8:31 AM (CST)
Thank you! the first three responses have been great! Any ideas for a suggestion on a graphic? Again I am not a professional, I am only working with a Microsoft Office Package.
 
Posted by: retail Member Response
3/1/2007 9:29 AM (CST)
Who else do you compete with? Do you have any competitive advantage by being on-campus? Obviously on-campus means no commute or parking problems, etc. Do you compete with the college - do they have dorms? Does the college work with you - IE do they make a list of incoming students especially freshmen available?

One proactive marketing measure would be to promote yourself with the High schools and parents that feed the college - there should be lists of seniors available that you could market to and invite up for a free weekend or something.

I agree to focus on the positive, you might have a bad reputation, but that may only last one cycle as you constantly get a new flow of students.

One would think being on campus would be a huge advantage and just by location you would have no problems filling rooms.

At this point if someone is not going to renew, their mind is already made up - no matter what you do or say...Unless you offer a discount or renewal bonus and actually show them how much you are sorry and acre in a tangible way. If you are unwilling or unable to do that, you need to focus on new customers.

Again the approach may to just start fresh focus on the location, security, (Food plan if you serve food) - also appeal to "Mom" and those who are paying the bills

Do you offer internet in the rooms, some internet companies also have a phone service - if you gave them free internet and phone (so they could call home or anywhere else as much as they wanted) - that would be huge. If that is too costly, you could offer a monthly calling card (rebate) again that kids could use to call home, etc...

What is your company name and website - what university are you located at? this might help with taglines

One my favorite signs ever outside of an apartment complex is "If you lived here, you'd be home right now!"

Just to repeat myself - one angle is to focus on what Mom would want - Security, safety, utilities, food, companions, activities (social), location close to classes, close to library, etc...
 
Posted by: cloftlin Author Response
3/1/2007 9:43 AM (CST)
I really liked the tag line " The right choice for all the right reasons. As you say-- its the perfect place!" The only issue is that the company that is being replaced uses many plays on the word "place" for example

-love your place
-My place
-Your place

as it is incorporated heavily into the corporate marketing.

If I replace the word "place" with something else like "lifestyle" does that have the same punch?
 
Posted by: cloftlin Author Response
3/1/2007 9:57 AM (CST)
We compete with three area apartment complexes. For example, our rent for a three bedroom is $1650 per month, all utilities parking, internet, cable, furniture, apliances, ect included. OUr competitors offer a three bedroom at 1000 per month, nothing included. In order to lure our students, they waive deposits, and app fees. We do not have that luxury. In student's minds they believe that $1000 plus extras is cheaper that $1650 per month with everything included. Clearly it is not when you talk about internet, cable, and parking.

WE do have an advantage to being on the University's property.

Currently we are going through a management transition effective May 1st. The current management company is out of the door on May 1st.

Old Company (still in place) www.placeproperties.com

New Mgt. Co. (Effectice May 1st) www.KSUFoundation.com

Campus: www.kennesaw.edu

We are located in Georgia
 
Posted by: cloftlin Author Response
3/1/2007 10:19 AM (CST)
I gave the incorrect website for KSU Foundation:

http://www.kennesaw.edu/foundation/

I think the operating name will be KSU Housing.

We also work closely with residence life on campus.

http://www.kennesaw.edu/residencelife/
 
Posted by: Peter (henna gaijin) Member Response
3/1/2007 10:50 AM (CST)
I agree with CarolBlaha - rather than beat around the bush with slick taglines that may not tell exactly what you want said - you may want to stick to the tried and true "under new management"
 
Posted by: Phoenix ONE Member Response
3/1/2007 1:44 PM (CST)
I think my colleagues have produced some great responses above. I would like to offer the following:

You should forget the "damage control" - consider it overwith, otherwise you will loose focus on the reasons they should listen to your message, come out and take a look, and definitely want to live there

Therefore:
Why just one tagline? Create a series of tags for numerous marketing/ ad /pr campaigns. Use those tags in some progression: develop one for all the reason they should listen, next all the reasons they should come take a look at the new you, and finally all the reasons they should commit to living there.

Drive ALL your points home with a series of promotional campaigns. Make the message "hip", shoot interior shots of students using laptops, ipods in their apartments -

Invite a few students out get their "good" opinions about the place on tape and use those as part of your promotional campaign.

Stage an event outside the place to hook people to come on over ----offer tours of the place,

You must create a new buzz and simply forget trying to shore up the past -

Hope this helps

Good Luck & Happy Marketing
 
Posted by: cloftlin Author Response
3/1/2007 2:05 PM (CST)
Okay I like the multiple tag line approach....now I need some taglines about lifestyle and living...any help would be appreciated! Keep them coming!
 
Posted by: msumner1* Member Response
3/1/2007 3:35 PM (CST)
When I was in college, all I needed to hear was "Free Utilities" and I was sold.

However, your claim that paying $650 more for your ammenities is a great deal may be a little off. I don't know about your city, but I paid less than $200 for utilities, $100 for parking, $125 for digital cable and broadband internet. That leaves them paying $225/month for renting the furniture, which isn't exactly the deal of a lifetime.

College students are poor. You will win them over when they have more beer money in their wallets... bottom line. When you're looking for cheap, thoughts of spring and clever ad copy won't make you pay more.
 
Posted by: retail Accepted Answer
3/1/2007 3:47 PM (CST)
It's still not clear to me if you are a "Dorm lite" or not. are there extra rules, restrictions and other perceived disadvantages of living under your roof versus living "Off Campus".

In any case, I would still try to appeal to the folks who pay the bills - usually the parents.

Safe & Secure
Close to Classes
Everything included in one price.

One angle would be to come up with a catchy acrostic
IE:
CLASS - Keep your kids in CLASS:

C - Close / Comfortable
L - Luxury / Learning / ?
A - Amenities / Affordable
S - Safe
S - Secure

CLASS Accomodations... I also think if you can throw in free cable phone access, it would be huge! Even if you had a "phone bank" similar to the computer lab...
 
Posted by: browncatfan Accepted Answer
3/2/2007 12:11 PM (CST)
I don't think you're going to do much about the price; the above posts are correct in that costs are key to college kids. But WE have big off-campus apartment news story going on in our market right now, with poor service, disrepair, etc., causing students to go to the township to complain.

I think a good way to accomplish many of the different objectives you mentioned are with a line like this (and of course, performance to back it up):


We treat you like customers, not kids.


Top-quality apartments. Student-friendly attitude.


Apartments you'll be thrilled to call "home."

Apartments that are something to write home about!


(I definitely WOULDN'T "talk down to them" with sexy wordplays or party-school type talk. That will scare away responsible tenants! )
 
Posted by: cloftlin Author Response
3/2/2007 12:30 PM (CST)
Thank you browncatfan!
 
Posted by: thetarg* Member Response
3/2/2007 12:46 PM (CST)
Some really great ideas have been posted. Here are a few more.

Since you are charging a higher (perceived) price, you will need to get new prospective tenants to visit and see for themselves what a great place it is, how incredibly convenient it is. This is the best way for them to understand and appreciate the 'true' value of your offer ... amenities etc..

There is no point in trying to compete on price ... just aim for those who can afford a little more, and as mentioned previously ... appeal to the parents who are seeking 'peace of mind'.

You should make direct contact with all the current tenants to let them know that you are taking over and to tell them what you will be doing to improve the service.

These students already know how good it is to live on campus (you don't have to sell the benefits to them), and if the 'customer service' were to be improved ... many would probably renew their leases.

Write to each of them via their address in the accommodation block, tell them there will be a change of management from May 1, tell them the good things that will be happening ... and invite 'them to tell you' what improvements they would like to see !
 
Posted by: Brand-in* Accepted Answer
3/2/2007 5:08 PM (CST)
Hey there! Hope this is helpful!

Live here, live happy

Beautiful affordable homes and under new management

Come see our changes!

Come in and meet the friendly new management

Good Luck!
 
Posted by: proeditor Accepted Answer
3/2/2007 8:40 PM (CST)
Hi again,

I tried to read all of the above posts, but I may have missed something. I just looked at the KSC foundation website. Isn't your big advantage the fact that you are affiliated with the university and aren't just some bad guy landlord or rip-off leasing company? If so, I'd play up the relationship between you and the U. Both parents and kids should understand the advantages: You pay a little more, but you get peace of mind.

I live in Atlanta. If you want to meet with me, let me know. My email is at the end of my profile. And, because I live here, I find it kind of hard to believe that parking in Kennesaw could be very expensive??? Have you ever added up your "extras" to see what value they actually have? If it's a better value than $1000 plus extras, then your advertising should show a side-by-side comparison, not only of the $$ but of the other benefits: closer, safer, more attentive service, affiliation with KSU, etc.

I like browncatfan's, "We treat you like customers, not kids." My college daughter would like to hear that. Also, your affiliation with the U could be perceived as a negative (i.e., you're a student, not a customer), and the tag would help to counteract that.

Also, would it be appropriate to give a small gift to anyone who comes to look at your apartments? Maybe sunglasses with the line, "seeing is believing." From what you say, once people see the apartments and hear the advantages, they will understand the cost/value better.

Best of luck.

karen
 
Posted by: cloftlin Author Response
3/9/2007 10:41 PM (CST)
Thank you all for all of your help! I will definately do this again. You have given me great insights.
 


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