Question

Topic: Taglines/Names

Catch Phrase For Student Housing Developer

Posted by kristi on 11/1/2011 at 12:26 PM ET 200 Points
I need a tagline for an on-campus Student Housing Developing company. We will be sending marketing material to Universities and Colleges, in an effort to have them consider hiring our company to develop new/additional On-Campus Student Housing complexes. I need to appeal to administration - and need to get them thinking about how additional on-campus housing could help their university enrollment.

The following is a list of "What's in it for the University to consider more housing":
1. Student Housing has a tremendous effect on a student’s success
and education, and there is a direct correlation with increased enrollment.
2. Experiences gained by living in on or near campus are an
invaluable part of a student's education.
3. On campus residents are more likely to be involved in activities and use campus facilities, reinforcing their satisfaction with their university experience.
4. More social interaction with administrators and faculty, which leads to a deepening of interest and focus on their discipline.
5. Students who live in campus housing consistently persist in their studies, as well as graduate at significantly higher rates.
6. A deeper sense of “school pride” is also present, contributing to a student’s sense of belonging.

Once I get the Universities attention (and business), we will move on to appeal to the Students and the Parents. Thanks for your creative thoughts (and taglines!)

The name of the company is "Annex Student Living"

Kristi

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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/1/2011 at 2:01 PM Accepted
    It sounds like there are 2 parts to your question:
    1) How to educate universities/colleges? and
    2) Why choose your company?

    Presumably, if schools already have on-campus housing, the issue is #2 (why you?). So, why should they choose your company vs. others vs. doing it themselves?
  • Posted by kristi on 11/1/2011 at 4:10 PM Author
    That's true. We are trying to impress upon them that they should consider more on-campus housing, because of the benefits to them. They may assume students will just get an apartment off campus, but building more on-campus facilities could be very beneficial to the university. And that is where we come in, to be the developer.

    I want a headline line that will make them want to read more when they receive one of the oversized postcards, or an eblast. We thought of:

    If We Build it . . . They Will Come

    This is OK, but I am hoping someone can think of something better!

    thanks for any help on this!
  • Posted by Jay Hamilton-Roth on 11/2/2011 at 8:02 AM Member
    What is the benefit to school administration? You're asking them to assume a large financial risk, but how can you prove to that new housing will help their bottom-line (and that you're the team to make it happen)? A tagline unconnected to the school admin's needs is likely to be ignored.
  • Posted by kristi on 11/2/2011 at 9:30 AM Author
    To be honest, I am a graphic designer, not a full-fledged marketing person. I was asked to come up with marketing pieces to promote the business and they are targeting 2nd tier colleges. So I am trying to make my pieces reach out. But maybe a tagline isn''t what I need. I just thought a catchy headline would help make them want to read the material for consideration.

    Would you suggest a different approach, understanding what we are trying to accomplish? I am open to suggestions.
  • Posted by Jay Hamilton-Roth on 11/2/2011 at 10:05 AM Member
    The "What's in it for the University to consider more housing" list isn't likely to resonate for your target audience, which means even if people were to open your email, it's unlikely to be acted upon. And once you've been ignored, they're likely not to be receptive to future communication as well.

    My suggestion: start by getting clear benefits for the admin folks. If you're unsure about this, ask previous clients why they chose you. Also, why not interview a few of your target market to better understand why they would (or wouldn't) be interested in your services?
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