TARGET MARKET PROFILE. Company FAMU HOUSING

Transcription

1 TARGET MARKET PROFILE Company FAMU HOUSING

2 POSITIONING STATEMENT For the desired target audience, our newly constructed 800 bed suite-style facility provides important, traditional amenities that provides an enjoyable on-campus living experience. Revitalized Traditional Rattler Living

3 DEMOGRAPHIC INFORMATION Age range: Gender: Male and Female Geographical location: United States Level of Education: High School diploma or GED; some college Occupation: Student Family structure: Single Student

4 LIFESTYLE AND HOBBIES The theme throughout this residential facility will be one of where Social Discovery aides in Scholastic Achievement. With the many study and computer labs located throughout the facility, students will be able to interact socially while staying on top of their academic game.

5 MORALS AND VALUES University Housing provides students an opportunity to experience community living and social relationships that will enhance their productivity in the world beyond the campus. Through on campus living, the University strives to provide an atmosphere where students may learn and effectively pursue their academic and personal goals.

6 FEATURES AND AMENITIES Personal Keyed Entry Locks Air Conditioning and Heating Cable Television Fully Furnished Tiled Floor Private Window Wireless Internet Access

7 COMMUNITY FEATURES Accepts Electronic Payments Electronic Access Elevators Two Computer Labs Equipped With Twenty Computers Each Community Room On Each Floor Study Room On Each Floor Courtyard Wheelchair Accessible Electronic Messaging Board On Each Floor Emergency Stand-by Generator Game Day Lounge With Three 80 Inch Televisions Health Clinic Office Laundry Facilities With Modern and Efficient Equipment On Multiple Floors Live-in Resident Directors and Resident Assistants Multi-purpose Room Security Office Paved Parking Lot Surveillance Cameras Interior Surveillance Cameras Exterior View Of Football Stadium

8 WHO ARE WE LOOKING FOR? 1. Freshmen (Priority Assignment) a. Close to the Student Center which houses the bookstore, copy center, Rattler card office and primary dining facility b. Private living quarters with shared bath for 2 residents c. Within walking distance of primary classrooms and university library* d. In-House Security Headquarters e. On-Site Health Clinic and Counseling Center

9 WHO ARE WE LOOKING FOR? 2. Scholarship Recipients (Priority Assignment) a. In house study and computer labs b. Close to the Student Center which houses the bookstore, copy center, Rattler card office and primary dining facility

10 WHO ARE WE LOOKING FOR? 3. Florida Prepaid (Priority Assignment) a. Close to the Student Center which houses the bookstore, copy center, Rattler card office and primary dining facility b. Private living quarters with shared bath for 2 residents c. Within walking distance of primary classrooms and university library* d. In-House Security Headquarters e. On-Site Health Clinic and Counseling Center

11 WHO ARE WE LOOKING FOR? 4. Upper Classmen a. Parking lot of 200 spaces not accessible by first year students, commuter or Booster club b. Private living quarters with shared bath for 2 residents c. Within walking distance of primary classrooms and university library* *School of Journalism and Graphic Communications, School Business and Industry, College of Education, College of Arts and Sciences

12 FLOOR PLAN AND PRICING Bedroom Two Person Suite Bathroom Rate Fall 2014 Spring 2015 Semesters Single Bedroom One Resident Shared Two Residents $3,458.00

13 COMPANY NAME: FAMU COMPANY TARGET: FIRST TIME IN COLLEGE, FEMALE, AGE 17-25, HIGH SCHOOL/GED OR SOME COLLEGE EDUCATED. Name: * Stacia McMillian Age: 18 Gender: Female Attributes: Oldest of 3 children; loves sports; cheerleader Attitudes: Extrovert, analytical, Caring, Competitive SAMPLE PROFILE Think & Feel: Hear: See: Can t wait to start her college career. Concerned with what she wears. Cheerleader conversations with friends. Constant whistle blows from practice. The same billboards on the ride to and from home. Poverty all around her. Say & Do: Jogs with music every chance she gets. Always finds a way to help others daily.

14 STACIA MCMILLIAN THE CRUSADER/RESCUER Stacia McMillian is an 18-year old single, female high school graduate. She s Internet savvy with aspirations to be a nurse. She graduated with a 3.0 GPA and was a part of her high school cheerleading team. She lives in a middle-class neighborhood in a two-story home with both parents and 2 younger siblings. She is the oldest of her siblings and first to go to college in her family. She s a part-time worker at McDonalds making $1700/year. She jogs 3 times a week to keep herself in shape for her high school cheerleading team. She loves to hang out with close friends, modeling, and helping people. Her dream is to become Director of Nursing at a hospital in her hometown.

15 THE APPROACH Social media Facebook, Twitter & Instagram University Web Page Post Cards Campus Bulletins Electronic, Bus Stations, Buildings The FAMUAN Full page ad

16 THANK YOU The student in the Sample Profile is Krystal D. Smith, a 4 th year Public Relations Student from Quincy, FL. She has authorized University Housing to use her image for the purposes of this marketing profile. This presentation was created in collaboration with Florida A and M University Students-At-Large and the University Housing Office.