Building Loyalty Like Gaga

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10 Ways Student Housing Can Build Loyalty Like (Lady) Gaga! Presented at NAA Student Housing 2012.

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Building Loyalty Like Gaga

  1. 1. GABUILDING LOYALTY LIKE GA Barbara Savona of Sprout Marketing barbara@watchyourbusinesssprout.com www.facebook.com/sprouting
  2. 2. Love Her or Hate Her...
  3. 3. Ga ga Go ne H as BORN: MARCH 28, 1986 or ld 5 GRAMMY AWARDS WT he 15 GRAMMY NOMINATIONS 23 MILLION ALBUMS SOLD 64 MILLION SINGLES
  4. 4. 10 WaysSTUDENT HOUSING GACan Build Loyalty Like GA
  5. 5. 1. DE FIN EY OU RB RA NDGAGA
  6. 6. DEFINE YOUR BRAND AT FIRST GLANCE Are you painting the lifestyle? Website ● Social Media Billboards ● Printed Materials One of the biggest challenges: “Trying to stand out amongst our competition when the products are exceedingly comparable. It is important not be ordinary and provide residents a unique living experience.” -Jennifer Messina, The Quarters on Campus, Austin, Texas
  7. 7. In a Sea of Cookie Cutters...
  8. 8. GAGA
  9. 9. “You laugh atme because I’mdifferent.I laugh at you becauseyou’re all theSAME.” - Lady Gaga
  10. 10. 2. T R U L Y BE U N I Q U E !
  11. 11. 3. RS IDE NY OU PL EO HT PEO HE RIG AV ETHGaga dominates thetabloids & spins the mediawith her bestie Perez Hilton. GAGA
  12. 12. STUDENT HOUSING PLE H T P EO E R IGTH CA’s Parents University
  13. 13. CA’s- Not Just Community AssistantsC OM M U N I T Y ADVO C AT E S We want someone that is proud of attending the University of Texas.The marketing side seeks an outgoing individual that is continually attending campus events and is a member of campus organizations. They must be social! Since they are the eyes and ears of student culture, I need someone on my marketing team that expresses what is "in" with the college community and is a true reflection of a well rounded university student.  Jennifer Messina- Marketing Director, The Quarters on Campus
  14. 14. A Parents’Experience
  15. 15. To Parents...
  16. 16. The Safety Net“I speak at a parent night meeting at our all-girls dorm on their move-in day.When parents are involved in the prospect process we always describe how ourkey system works, philanthropic events, close proximity to campus, individualleases, parking options, and convenience of submitting maintenance requests orpaying money owed online. On move-in day, we sign up the parents to ourmonthly newsletter so that they remain informed of community communication.”-JENNIFER MESSINA, Marketing Director, The Quarters on Campus
  17. 17. W H AT S E L L S PA R E N TS ?“PICTURES! PICTURES!PICTURES!Chances are, market rents,specials and amenities will besimilar at all competitivecommunities. PICTURES will bewhat sets you apart from therest” - Tonirae Gorcie;Student Housing Specialist
  18. 18. T H E U N I V E R S I T Y O N Y O U R S I DE The Ohio State University President Dr. E. Gordon Gee
  19. 19. “We have a very STRONG relationship withthe campus & our brand image is one ofintegrity & respect with the University.It takes time, hard work and a mutual understandingthat they are students first!!! The president attendedbecause he knows we genuinely care for thestudents, exude collegiate pride and are viewed asa partner with the university. We are not the typicallandlord on campus and they know it. Additionally,over 500 of his students were here at this event.When he walked up to the property he was treatedlike royalty by these kids. They idolize,respect and admire him. It was like a red carpetscene of photos and being able to meet him inperson. One event I will never forget or ourcommunity.” -Kim Cory Sales & Marketing Director at University Village
  20. 20. Get involved!“Participate in programs, invite them to theproperty, etc.Having a good relationship with the universitycan really go a long way in the success of ourproperty!”-The Team @ The Retreat at Knoxville
  21. 21. GET INVOLVED WITH THE STUDENT ORGANIZATIONS The Cottages of Baton Rouge did this and had a staggering 3,270 people talking about the community!
  22. 22. “Currently, we have about 20% of the ChineseStudent Organization and because we have sucha great relationship with them we might be able toget them all to live at our property next year(about 500 students).”-Key CoftyRegional Manager-Lynd Student Living
  23. 23. 4. Y W A Y O N EC T M GAGA N Facebook 47.5 Mil. FansC 18.9 Mil.Twitter Followers 2 Billion YouTube Views
  24. 24. Student Housing A Y Y W T M C N NEC O 47% Spend 4-7 hours online daily 42% iPhone/30%Android 78% Would use FB to learn about apartment 61% will watch a video on a website they are visiting -Stats courtesy of Catalyst, National Survey of over 500 students
  25. 25. STUDENT HOUSING
  26. 26. In a national survey of more than500 students conducted by Catalyst,an Austin based marketing company,49% ranked texting as their mostimportant method of communication.
  27. 27. te ly so luAP P-
  28. 28. “We have an iphone App whereour residents can submit workorders, their own comments on ablackboard, tour a virtual leasingcenter or impending gatherings.”-Jennifer MessinaThe QUarters on Campus
  29. 29. Lookout for a new trend...PA Y I N G R E N T O N FA C E BOO K Allows Multiple Users to Be Set Up
  30. 30. S 5. TE RA C OM M U N ITYFO GAGA
  31. 31. STUDENT HOUSINGGIVE YOUR STUDENTS SOMETHING TO CONNECT WITH
  32. 32. STUDENT HOUSINGHELP FOSTER A COMMUNITY
  33. 33. MEET THE TEAM...
  34. 34. Mascots...
  35. 35. Ringo Introducing Ringo... The Retreat at Knoxville’s real, live mascot!
  36. 36. G E... V ILLA RS ITY N IVE FO R U T A S CO EM R Y TH E IS GA A MM YN ...and there’s the blow- up kind too!
  37. 37. “Getting to know the residents is huge...Also, getting to know their pets. We do a pet of the month inwhich we award a resident and their pet a prize each month.These things really go a long way to make them feel like theyare more than just a rent payment to us.”-The Retreat at Knoxville; Landmark Properties
  38. 38. D LY RI EN F P ET EI NG B F OR OU KY ANTH
  39. 39. Lost Dog... FOUND!
  40. 40. TUTUS ANDT R E AT S
  41. 41. 6. LE MO NSTE RS RL ITT YO ULOVE
  42. 42. STUDENT HOUSINGLOVE YOUR LITTLE MONSTERS
  43. 43. “Rather than spending tons of money for new lease promotions, we prefer tospend the money giving back to our current customers!” -Jarrod Byer Community Manager, Villas on Guadalupe
  44. 44. 7. ST ER MON A AMBET HE M GAGA
  45. 45. STUDENT HOUSINGThe biggest thing to remember when leasing ormanaging students is to treat them as adults andnot kids. They want the same level of respect that youwould give their parents. They don’t like to be treated asif they do not know what they are talking about. -Jennifer Messina Marketing Director for The Quarters on Campus
  46. 46. To students...
  47. 47. 8. RK W O RS TO NSTE MOP UT YO UR GAGA
  48. 48. STUDENT HOUSINGA T - S H I RT? Y E S . . . A T - S H I RT
  49. 49. The Ultimate!
  50. 50. 9.GAGA EL IV ER Y D IM PL S
  51. 51. Delive r“There is no secret formula to buildloyalty. It goes back to basics. Dowhat you promise every time.Just Deliver!” -Jeff Weissman; Senior VP; The Lynd Company
  52. 52. Delive rRemember, your time is limited!“Building loyalty is something that shouldbegin on the property tour, before theysign the lease!” -Tonirae Gorcie Student Housing Specialist
  53. 53. Delive rCustomer Service is everything for us.We retained 45% of our resident base thispast season on about 30,000 beds.We are consistent with our residence life programing and provide activitiesthe students are interested in. In addition, we listen to the residents. Wesurvey the student population in the fall and spring semester and prepare forboth positive and negative feedback. Casey VanZandt Vice President of Business Development Campus Advantage
  54. 54. Delive r“Going door-to-door and having a presencewith the residents, not just someone behind adesk. Also, performing maintenance follow-ups with the residents to make sure everythingis taken care of to their satisfaction.” -THE RETREAT AT KNOXVILLE
  55. 55. “Listen to them.  Fix their issues.  Treat them with respect.”“Of course, that is all property management and in any businessreally.  But I have seen property managers just blow off theirstudent residents and the residents get upset and say nothingand move out.  Then they tell all of their friends what a horribleexperience that had.”-Key Cofty, Regional Manager, Lynd Student Living
  56. 56. 10. IGG ER HIN GB OM ET FORSSTA ND
  57. 57. do students even care? “Community is built by sponsoring community events or philanthropicopportunities. It does matter to students because it creates morevalue to the apartment.They are honored to be a longhorn and they want everything they doin their college life to reflect that pride. It also provides a more socialsetting that students enjoy living in.” -Jennifer Messina The Quarters on Campus
  58. 58. STUDENT HOUSING We Believe: 1. Charity is incredibly fun and exciting. 2. College is incredibly fun and exciting 3. Running around in only undies is incredibly fun and exciting 4. Put 1-3 together and it will be incredibly fun and exciting. www.undierun.com
  59. 59. • Define Your Brand recap• Ditch Cookie Cutter• Have the Right People on Your Side• Connect My Way• Foster a Community• Love Your Little Monsters• Be the Mama Monster• Put Your Monsters to Work for You• SIMPLY Deliver• Stand for Something Bigger
  60. 60. Learn More... Facebook.com/SproutingTwitter.com/WatchItSprout www.WatchYourBusinessSprout.comBarbara@watchyourbusinesssprout.com
  61. 61. A Special Thanks: Jeff Weissman Senior Vice President Lynd Student Living 8,000 BedsKey Cofty Bryan Winfree, Ringo,Regional Supervisor & The Entire Team atLynd Student Housing The Retreat at Knoxville
  62. 62. A Special Thanks:Jarrod Byer, Property Manager, Villas on Guadalupe, Austin, Tx Casey VanZandt Vice President of Business Development Campus Advantage Tonirae Gorcie Jennifer Messina- Marketing Director for The Quarters on Campus, Austin, Texas
  63. 63. Additional Resources/Credits:Slide 8: www.thevillasonguadalupe.comSlide 9: www.lyndstudentliving.comSlide 10: www.quartersoncampus.comSlide 14: Olympia Avenue, Taylor Place, The Cottages, Millennium HallSlide 15: Millennium Hall, South 40 House,Slide 24,25: Snapshot from www.retreatalabama.com/parentsSlide 29: University Village FB pageSlide 32: Cottages at Baton Rouge FB pageSlide 36: Snapshot of www.greystarstudentliving.com/greyster-marketing.comSlide 37: Snapshot www.thecottagesofbatonrouge.comSlide 38: Campus Special FB pageSlide 40: Campus Apartments FB pageSlide 43: Upper Eastside FB pageSlide 44: The Retreat at Lake Tamaha FB pageSlide 46: Courtesy of The Retreat at KnoxvilleSlide 47: Courtesy of University Village FB pageSlide 48: Courtesy of The Quarters on CampusSlide 49: Forum at Denton FB pageSlide 50/51: The Retreat at Lake Tamaha FB pageSlide 58: The Retreat at Lake Tamaha FB page/The Cottages FB pageSlide 59/60: Villas on GuadalupeSlide 63: http://www.thecoveccu.com/students/Slide 64: The Retreat at Lake Tamaha FB pageSlide 65: Forum at Denton Station FB pageSlide 68: The Retreat at Lake Tamaha FB pageSlide 69: Cottages at Baton Rouge FB pageSlide 70: The Cove Conway, SC FB page/Cottages at Baton Rouge FB pageSlide 71: The Retreat at Lake Tamaha FB pageSlide 78: www.undierun.comSlide 80: http://www.greystarstudentliving.com/greystar-green-initiative/Slide 81: The Quarters on CampusSlide 82: The Villas on Guadalupe FB page/The Retreat at Lake Tamaha FB pageSlide 83: The Villas on Guadalupe FB page
  64. 64. Photo Credits
  65. 65. Photo Credits
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