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Student Housing Marketing

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Joshua Tree Internet Media, LLC
Joshua Tree Internet Media, LLC

The document discusses marketing strategies for attracting Generation Y (Gen Y) students to student housing. It recommends speaking Gen Y's language, using social media, mobile marketing, and peer recommendations. Specific tips include running contests on Facebook, using YouTube videos and apps, and collaborating with student organizations. Analytics showed that social media drove 63% of traffic to their site, while paid advertising and organic search each drove around 15%.

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AIM 2010 Student Housing Marketing Insights and Best Practices Casey Van Zandt Paras Bhakta
Let’s Talk Gen Y!
Do you know Gen Y? Gen Y: They are intelligent consumers Gen Y & Z consider email old school Trust peer recommendations A large percentage do not trust advertisements Primarily watch TV on the web Watch videos on their phones They do not search for the news the news finds them They do not search for products and services, they will find them via social media Listen First and Sell Second to Gen Y!
Gen Y Likes and Dislikes! Likes Candid Interest Speaking their language Lifestyle Swag Interactive Dislikes Staged Boring Trying too hard Routine
Speaking their lingo? Shorten words Perfect = Perf Gorgeous = Gorg Starving = Starv Photoshopped = shopped Swagger = Swag Overuse of “ish” and “ly” Ridiculous ly Word “combo” Understanding & Agreement = Understandment Giant & Enormous = Ginormous Give words new meaning Wicked = really, very, extremely Sick = crazy, cool, insane Rut ro = uh oh (in scooby doo language) Text language mfeo =made for each other jk = just kidding rdc = really don’t care Facebook Bingo
Who is blogging for you? Remember today’s student is tomorrows renter! Hot New Gen Y Buzz Lingo Vaguebooking - an intentionally vague Facebook status update that prompts friends to ask what's going on, or is possibly a cry for help. No Stalk - Phrase used before one inadvertently says something that sounds stalkerish on Facebook. That’s Crazy - It's the perfect response when you haven't been listening at all. Text hole - someone who texts on their cell phone in really inappropriate places, like movie theatres, concerts, plays, etc. YouTube loop - When you go to watch a quick 30 second video on YouTube and regain consciousness hours later having jumped from interesting video to interesting video. Textalizer – a breathalyzer attached to your computer and/or cell phone whose sole purpose is to prevent you from sending messages. Text mixing – when text messaging several people all at once and accidently sending the wrong text to the wrong person . How do you keep up?
Words to Avoid w/ Gen Y state of the art sparking anything luxurious fitness center Resort style
Taking it all online Step one: listen first and sell second 3 primary outlets to communicate with Gen Y: Social Media: Facebook added 100 million users in less than 9 months. Mobile Marketing Text Marketing Tips: Remember you are not an advertiser on social media Social media is showing your residents the lifestyle and hype they can expect when they choose your community. Successful companies in social media act more like party planners, content providers, and entertain their fan base.
Leasing Gadgets
Branded YouTube Channel
You Tube Annotations
flickr
Facebook Landing Page
App store Ipod Apps hit 1 billion in 9 months
Recap Take the time to continue to educate yourself on Gen Y consumers Keep your materials fresh, fun, and edgy Always speak their language in all advertising mediums Use a Gen Y (student worker) to head up social media Use creativity in communication outlets
Online Marketing Case Study & Components of a Marketing Plan
Case Study - Facebook Content for last 60 days: Coachella Ticket Give-Away! ($600) Momentum Surfboard ($700) Food Truck with Secret Password “stuho” ($500) BRAND BUILDING & WORD OF MOUTH!!!
Facebook Case Study (cont)
Facebook Case Study (cont) The Stats (Results), week of giveways:
General Marketing Plan Facebook Google Adwords Daily Trojan (Student Newspaper Online Edition) Craigslist Posting Tips – (Handout) Student Organizations Online Collaboration
Site Traffic Analysis Paid Advertising (Goog Adwords, Daily Trojan)  63% Social Media (Facebook)  22% Organic Results: Google, Yahoo, Bing  15% SOURCE: Google Analytics Coding In addition to Craigslist @ www.rentometer.com

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Student Housing Marketing

  • 1. AIM 2010 Student Housing Marketing Insights and Best Practices Casey Van Zandt Paras Bhakta
  • 3. Do you know Gen Y? Gen Y: They are intelligent consumers Gen Y & Z consider email old school Trust peer recommendations A large percentage do not trust advertisements Primarily watch TV on the web Watch videos on their phones They do not search for the news the news finds them They do not search for products and services, they will find them via social media Listen First and Sell Second to Gen Y!
  • 4. Gen Y Likes and Dislikes! Likes Candid Interest Speaking their language Lifestyle Swag Interactive Dislikes Staged Boring Trying too hard Routine
  • 5. Speaking their lingo? Shorten words Perfect = Perf Gorgeous = Gorg Starving = Starv Photoshopped = shopped Swagger = Swag Overuse of “ish” and “ly” Ridiculous ly Word “combo” Understanding & Agreement = Understandment Giant & Enormous = Ginormous Give words new meaning Wicked = really, very, extremely Sick = crazy, cool, insane Rut ro = uh oh (in scooby doo language) Text language mfeo =made for each other jk = just kidding rdc = really don’t care Facebook Bingo
  • 6. Who is blogging for you? Remember today’s student is tomorrows renter! Hot New Gen Y Buzz Lingo Vaguebooking - an intentionally vague Facebook status update that prompts friends to ask what's going on, or is possibly a cry for help. No Stalk - Phrase used before one inadvertently says something that sounds stalkerish on Facebook. That’s Crazy - It's the perfect response when you haven't been listening at all. Text hole - someone who texts on their cell phone in really inappropriate places, like movie theatres, concerts, plays, etc. YouTube loop - When you go to watch a quick 30 second video on YouTube and regain consciousness hours later having jumped from interesting video to interesting video. Textalizer – a breathalyzer attached to your computer and/or cell phone whose sole purpose is to prevent you from sending messages. Text mixing – when text messaging several people all at once and accidently sending the wrong text to the wrong person . How do you keep up?
  • 7. Words to Avoid w/ Gen Y state of the art sparking anything luxurious fitness center Resort style
  • 8. Taking it all online Step one: listen first and sell second 3 primary outlets to communicate with Gen Y: Social Media: Facebook added 100 million users in less than 9 months. Mobile Marketing Text Marketing Tips: Remember you are not an advertiser on social media Social media is showing your residents the lifestyle and hype they can expect when they choose your community. Successful companies in social media act more like party planners, content providers, and entertain their fan base.
  • 14. App store Ipod Apps hit 1 billion in 9 months
  • 15. Recap Take the time to continue to educate yourself on Gen Y consumers Keep your materials fresh, fun, and edgy Always speak their language in all advertising mediums Use a Gen Y (student worker) to head up social media Use creativity in communication outlets
  • 16. Online Marketing Case Study & Components of a Marketing Plan
  • 17. Case Study - Facebook Content for last 60 days: Coachella Ticket Give-Away! ($600) Momentum Surfboard ($700) Food Truck with Secret Password “stuho” ($500) BRAND BUILDING & WORD OF MOUTH!!!
  • 19. Facebook Case Study (cont) The Stats (Results), week of giveways:
  • 20. General Marketing Plan Facebook Google Adwords Daily Trojan (Student Newspaper Online Edition) Craigslist Posting Tips – (Handout) Student Organizations Online Collaboration
  • 21. Site Traffic Analysis Paid Advertising (Goog Adwords, Daily Trojan)  63% Social Media (Facebook)  22% Organic Results: Google, Yahoo, Bing  15% SOURCE: Google Analytics Coding In addition to Craigslist @ www.rentometer.com