Guerilla marketing 2011

Guerrilla Marketing Revolutionary Strategies & Tactics

Who Are We?
Julie Spear, COS
Compliance & Training Specialist; Kirkpatrick Management Co., Inc.
Natalie Mabbitt, RCM
Regional Property Manager; Kirkpatrick Management Co., Inc.

Sneak Preview
Step-By-Step Guerilla Strategies and Tactics to Developing a Marketing Plan Specific to Your Cooperative
Elements of the Marketing Plan
Non-Traditional Marketing Ideas/Examples
Fair Housing Requirements

Webster’s Definition
Marketing
The process or method of promoting, selling and distributing information to consumers and potential customers.
Guerrilla Marketing
Means by which you can implement marketing ideas through low-cost, non-traditional , sometimes radical methods….

Marketing
“… the aim of marketing is to know and understand the customer so well, that the product or service sells itself…”
~ Peter Drucker
Considered to be the master (some even say inventor) of marketing for the 20 th Century

The 5 P’s of Marketing
Product
Price
Promotion
Place
People

The Product Guerilla Strategy
Physical Product - Size, Condition, Floorplans,
Brand Identity- Pinpoint your “One Thing”?
Features, Amenities, Quality, Atmomsphere
Your Reputation: Good? Bad? or Indifferent?
Logo – Tie into Brand
Guerilla Tactic
Objectively identify all aspects - good and bad.
Emphasize Positives
Schedule necessary repairs and upgrades and set a timeline to correct all negative features identified.
Distinguish your best features and the image you wish to project.

The Price
Guerilla Strategy
What can Target Market afford to pay?
Monthly Carrying Charges
Membership Fee & Equity
Utilities
What does your price include?
Any Subsidy in place?
Market Analysis
Guerilla Tactic
Study Area Median Incomes & Any Income Limits.
Analyze $/sq.ft for area rentals and home sales, which are competition.
Is your equity payment an investment? Or does it compare to required deposits in your area?
Calculate $ value of Utilities and Services included in your Housing Charges.

The Promotion
Advertising
Publicity
Sales
Personal Selling
Word of Mouth
Image Management
Web
Social Media

The Place
Physical Location – includes all of the specific physical aspects of the property
Relative Location – emphasizes the location of the property in relationship to resident needs and desires
Comparative Location – how your property compares with other apartment communities with which you compete

The People
On-Site Personnel
Contract Workers
Marketing Partners and Vendors
Board of Directors
Management Team

Why a Marketing Plan?
It requires you to produce a quantifiable analysis of the Cooperative, measuring strengths and weaknesses, develop a resident profile, and identify your market in a clear and objective way.
It encourages effective use of resources and budgeting. Use as a tool to monitor and control marketing costs vs. results.
A clear cut plan, implemented step by step, will produce the best results.

…Because of Vacancy Loss
Example: 10 vacant units per month; carrying charges of $500 per month
This is $5,000 worth of lost income in 1 month
If all of these units remain vacant for an entire year your coop loses $60,000 annually
This is money that can NEVER be recovered.

Step-By-Step to Your Marketing Plan
Step #1: Purpose of Marketing Efforts
Step # 2: Analyze Current Marketing
Step #3: Identify Target Market
Step #4: Identify Your Competition
Step #5: Select Marketing Elements
Step #6: Create a Budget
Step #7: Create a Timeline
Step #8: Monitor the Results
Step #9: Re-evaluate the Plan

Step #1: Purpose
What do you want to accomplish (goals)?
Reduce vacancy/Build Waitlist?
Create a more diverse community?
Increase your value and Member return on equity?
Decrease costly turnovers
Improve desirability of your “Brand”

Step #2: Analyze Current Efforts
What are you doing now?
What have you done in the past?
What has worked the best?
Have you measured efforts?
Traffic Log Document
Analyze Statistics in Crime, Complaints, Turnover, Evictions

Step #3 Identify Target Market
Who do you want to reach with your Marketing efforts?
How do you determine who your target market is?
Do you need to diversify your demographic?

Positioning for the Target Market
Does what you offer provide a benefit to your target customer’s needs?
Will the benefit be perceived as real and meaningful?
Does it truly separate you from the competition?
Is it unique or difficult to copy?

Understanding & Tracking Trends
Average Income / Median Income
Employment Growth/Decline
Interest Rates
Overall Health of Real Estate Market
Military/Student Populations
Crime Statistics

Step #4: Identify your competition
If a person is looking for housing in your area what other communities will they be looking at?
What amenities do they offer?
What is their cost per month?
What does that monthly payment include?
How are they marketing their community?
Complete an annual market survey

Step #5: Marketing Elements
Elements of a Marketing Plan…
Curb Appeal
Resident Retention
Site Staff
Community Outreach
Logo/Signage
Print Advertising
Web

Curb Appeal What Meets The Eye

Curb Appeal – Guerrilla Strategies
Lawn Maintenance/Landscape
Trash Pick-Up
Window Coverings
Patio Conditions
Night-Time Appearance
Signage
Condition of Buildings
Parking Lots/Drives
Neighborhood Environment
Member Involvement

Curb Appeal – Guerrilla Tactics
Grounds Committee
Community Clean-Up Day/Beautification Day
Partner College/University Horticultural Students
Member Contests
Community Vegetable Gardens
Seasonal Plantings/Decorations
Give-Aways: Flowers, Outdoor Decor
Areas for Benches, Cook-Outs, Picnicking
New Porch Lights, Mailboxes, Address #’s, Shutters

Resident Retention Feeling “At Home”

Membership Retention Necessary for Cooperative Survival?
Reduces Turn Over Costs.
Makes the Property Desirable.
Allows for Realistic Budgeting.
Affects the Bottom Line.

Member Retention– Guerrilla Strategies
Provide your Members with Top-notch Customer Service
Create a schedule of tangible Incentives for Members to stay year after year
Why throw precious Marketing resources at Prospects INSTEAD OF Existing Members?
Respond promptly to Member complaints and concerns.
Organize events designed to include your Members in their community.
Give reasons for Members to get involved and experience a sense of belonging.

Member Retention– Guerrilla Tactics
Communication
Newsletter/Notices
Social Media
Survey
Reward Programs
Referral/Early Bird
Contests
Annual Retention Award
Customer Service
Maintenance Dept.
Management
Board of Directors

Member Retention– Guerrilla Tactics
More Resident Retention IDEAS

Complaint Resolution
Helps Members to feel valued, validated and respected.
Institute a policy requiring all complaints be submitted in writing
Record of Contact per Household
Listen attentively, respond non-defensively.
Require written follow-up on all complaints including those addressed in person
Consider introducing a Moderator to settle disputes between Member households.

Site Staff Your First Line of Marketing

Staff Professionalism: Office Staff
First Impression
Attitude
Community Pride
Knowledge
Friendly Demeanor
Confidentiality
Continuing Education
Follow-up

Telephone Technique
Goal of the Prospect Call
To Create Interest in Your Community
Build a Rapport With the Prospect
Convert the Call to an On-Site Visit
Framework of the Prospect Call
Greeting
Qualifying
Presentation
Closing

Guest Card
Collect basic contact Information
Be sure to document how the potential Member heard about the Cooperative
Follow-Up with a phone call and/or thank you note

The Demonstration
Again , you only get 1 chance to make a first impression, so…
Stand Up
Make Eye Contact
Shake Hands
Act Interested
Make Them Feel Welcome
Model Apartment
Tour Community
Overcome Objections

Staff Professionalism: Maintenance Staff
Skilled Workmanship
Personal Attitude
Friendly Manner
Clean Appearance
Confidentiality
Property Pride
Pride in Co-Workers
Follow-up

Community Outreach Make Friends

Informal Networking
Workplace
Church
PTO – Schools
Social Organizations i.e. Union Meetings
Local Businesses
Vendors

Formal Networking
City Council
Chamber of Commerce
Planning Commission
Local Housing Authority
Police/Fire Department

Logo/Signage Visual Marketing Queue

Before & After

Print Advertising Do Judge a Book by Its Cover

Representation
Stationary
Letterhead
Envelopes
Business Cards
Brochure
Floor Plans
Newspaper Advertising
Magazines/Guides
Flyers

Good Advertising Can..
Describe services & feature benefits to new residents
Announce New or Upcoming Improvements
Inform Prospects of your Co-op’s Community Involvement – Get Involved!!
Create awareness of your community with a new target audience
Inform existing & potential residents about events or special promotions

Guerrilla Tactics
Seasonal Special Ads
Open House/Announcement Ads
Tie ads in with Current Events
Trade Advertising with Local Businesses
Make your own flyers
Do just enough to capture attention and bring them in. Then begin “The Cooperative Difference” education

Fair Housing Marketing & Advertising
Use the “Equal Housing Opportunity” logo and statement properly
Display a fair housing poster
Avoid inappropriate words in advertising
Maintain a log of all changes in eligibility criteria, rates, or other leasing policies

The Web Back to the Future

Internet Users by Age
Age 18 to 34 – 37% of Total Users
25-34 years = 23%
18-24 years = 14%
Age 35 to 54 – 49% of Total Users
45-54 years = 17%
35-44 years = 32%
Age 55 to 65+ – 14% of Total Users
65+ years = 5%
55-64 years = 9%

E-Marketing
Getting the Lead From Your Website
3-D Site Plans
Interactive Site Plans With Area Businesses, Resources and Attractions
Online Coupon / Specials
3-D Floor Plans
Virtual Tour
Link to site for Directions (Map Quest)
Eligibility Criteria
On-Line Application & E-mail Link to Sales Office
Links to Your Social Media Pages

E-Brochure
What Should It Include?
Phone Number, Address, E-Mail, Fax
Floor Plan
Photos/Visual Stimuli
Amenities
Office Hours
“ Call To” Action
Links to Additional e-marketing
Link to office e-mail

E-Retention
Work Order Requests
Community Calendar
Newsletter
Rules & Regulations
Management Communication
Membership Sales
Electronic Payment Options
Suggestion Box

Twitter LinkedIn Wordpress Flickr StumbleUpon YouTube Social Media – Options, options, options

Social Media - Facebook
Number of Facebook users worldwide, greater than entire population of U.S.
Over 75% of all internet users have social media pages, with facebook being the most used.
4 out of 5 online Americans use social technology.
Survey Says:
4 out 93% of Facebook users believe a company should use social media
85% of Facebook users believe that companies should also interact with their customers.

Social Media - Facebook
Very user friendly and Easily Maintained
If you’re not on facebook yet – you are missing the boat...
Wide variety of uses and applications
FREE!!!
Use to positively influence your Brand
Engage Prospects and Members with marketing and retention tools.
Monitor uncensored conversations about your community.
Instant feedback.

Social Media – Facebook Tips on setting up Your Page
Be sure you create a “Fan Page” account. This type of account is specifically for business to promote their services, different from a private user page.
If you select correctly, your “Fans” will “Like” you, NOT “Friend” you.
Name your account the exact formal name of the community, as closely as possible.
Helps Fans find you, and clearly describes your business.
Your page should be a reflection of your business philosophy.

Next, select a profile picture that best expresses your Cooperative’s personality.
Then select more photos to display. Photos of people are the best attention grabbers.
Be sure your ‘Brand’ is well reflected.
Profile picture will appear as a thumbnail image throughout site, and next to all comments and posts.
Try to make your page visually appealing, with interesting content.

Next, select “Add information to this page” underneath the profile picture and fill in as much basic and detailed information as possible, to positively reflect your Co-op.
Select links to any businesses and organizations you are associated with.
Optimize performance by adjusting various controls in “Edit Page”.
Finally, Select “Publish” and go public with your page!!
You are now on Facebook.
LIKE!!! 

Social Media - Guerilla Strategy
Implement a written Social Media Policy for Staff.
Designate 1 – 2 people as Coordinators to insure content is kept appropriate, on-topic and relevant to your Marketing goals.
Encourage staff to participate according to policy guidelines, so Members enjoy engaging with them
Use Facebook to engage, inform, entertain, notify.
Keep the posts short, lighthearted and include photos. Ask questions that encourage responses.
Update consistently. Give “Fans” a reason to visit.
Use Marketplace Tab to post Advertising.

Social Media – Guerilla Tactics
Games: Bingo, Trivial Pursuit, Scrabble – open to Members OR Prospects.
Question of the Day. Don’t use yes/no Questions, goal is to open a dialog with Members/Prospects.
Picture of the Week. Recipe Contest. “On this day in History…” Member Profiles.Birthday/Anniversary.
Monthly Decorating Tip – Include photos, specific to your floorplans. Give away an item used in the tip.
Get staff involved. Ask them to create a “work page” in their name, separate from any personal pages they may have, and interact on your Co-op page.

Step # 6 & # 7: Budget & Timeline
How much do you have to spend on your marketing efforts?
When will you begin your marketing?

Step #8: Monitor the Results
Site office needs to ask every person that calls or comes into the office how they heard about the cooperative
Track the results on a continual traffic log

Step #9: Re-evaluate
Use your traffic log to find what is working best and least
Be Flexible… if an element isn’t working don’t keep using it change to a different element
Keep a record of what you’ve tried in the past
This will ensure that your marketing dollars are spent in the most useful way

Keys to a Successful Plan
Make a commitment to the plan
Patience is critical – It may take 3 to 6 months to get the response you need and even more time to see the results
Consistency is critical – Don’t change your message or stop marketing for long periods of time

HUD Requirement
HUD-form 935.2A – Affirmative Fair Housing Marketing Plan
Should be kept in site office
Must be updated every 5 years
Make sure you incorporate what you have told HUD you would do into your plan

Additional Suggestions:
Evaluate Application Approval Process
Evaluate Membership Selection Plan
Appearance of the Office

Guerilla marketing 2011

by Julie Van Noy

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