1. TaylorChase
LeonEdwards
JaredFulks
Kyle Wilson
RaymondJones
Advertising and Media Plan: Wildcat Manor
Executive Summary
Wildcat Manor offers the best value for students that are looking for an alternative to on-campus
housing in Manhattan. Residents will not only have their own state of the art 2, 3, or 4 bedroom apartment
unit with a private bathroom, but will also have access to various amenities that will assist them with their
studies as well as entertaining them when they want to take a break from the books. These amenities
include:
 Free Wi-Fi and Cable in every unit
 Computer Lab/Study Room
 Free Printing
 Pool/Hot Tub Area
 Tanning Beds
 Outdoor Basketball, Tennis, and Volleyball Courts
 Game Room
 Theatre with free Netflix account
We have included these amenities along with others in order to provide the best possible living experience
for students at a price that is competitive with the other options students have in the area. We will also
work with the schools in the area to ensure that our residents that rely on financial aid to pay for housing
never have to worry about being harbored or evicted by our staff; so parents can rest easy if their students
choose Wildcat Manor as their next home because we genuinely care about our residents. We will
continuously work to ensure that your living experience at the Wildcat Manor offers you the best value of
any option in Manhattan, while also providing you with unparalleled service.

2. Situational Analysis
The Wildcat Manor has plenty of strengths that will set them apart from other housing options
that are available to students in Manhattan. The apartment complex as a whole will offer a modern appeal
to residents and potential residents because the units will be state of the art with new furniture and
appliances. The amenities we are offering will also be very beneficial in convincing college students to
move there because they will not have to worry about being away from the resources that are offered on
their campus because we will offer every resource that the residents would need. Most of the weaknesses
that are recognizable with this business plan surround the target audience of college students. The first
weakness that this plan has is the fact that it excludes all other citizens of Manhattan as potential
customers (families, former students, professors,etc.). Another weakness that should be considered with
this plan is the fact that many students might be opposed to living off campus because of the distance
away from their classes and other activities.
We feel that this plan is strong, but there are many opportunities we could take advantage of to
make the plan even better. If Wildcat Manor proves to be a success in Manhattan, we could potentially
open manors in many college towns across the country that would house students from many different
colleges (Jayhawk Manor, Shocker Manor, etc.). Though K-State students are the main target for our
apartments, there are other colleges in Manhattan that we could potentially draw students from as well
(Manhattan Christian College, Manhattan Area technical school, etc.). Most of the weaknesses that are
recognizable with this business plan surround the target audience of college students. The first weakness
that this plan has is the fact that it excludes all other citizens of Manhattan as potential customers
(families, former students, professors,etc.). Another weakness that should be considered with this plan is
the fact that many students might be opposed to living off campus because of the distance away from their
classes and other activities.
After determining the current internal and external factors that are affecting the plan for Wildcat
Manor, we have concluded that this is a good plan to pursue. The industry analysis shows us that the

3. Wildcat Manor offers many different features that add to the strengths of the brand. The market analysis
shows us who will be best to target, sophomores and above, and shows us that they cannot be too
expensive because of the student budgets. The competitor analysis shows us the threats that the complex
faces in trying to obtain residents. Though there are a few obstacles that will have to be addressed
internally and externally, we feelthat if we emphasize the strengths of the plan and take advantage of the
opportunities we determined that the Wildcat Manor could be a success.
Marketing Mix
The marketing mix for Wildcat Manor consists of the product, price, place and promotion. The
product we are offering is a micro-Apartment complex in Manhattan, KS which offers 2, 3, and 4
bedroom options that include access to many amenities including a pool, fitness area,computer lab and
more. These apartments will be priced at $600-$950 a month depending on the room selection and that
includes all utilities and parking. As stated before,the will be located in Manhattan, KS, near Kansas
State University. Our promotion strategy is to advertise through the use of on-campus fliers, a billboard
located off of a local highway, and social media promotions through Twitter. We feelthat we have
decided on a marketing mix that offers the Wildcat Manor a large chance to succeed because of the value
it will provide to its residents. The price will be competitive with the other options in the area and our
promotion should be able to touch a large population of the student body.
Positioning statement
Our positioning statement is going to focus on our target market of the Kansas State students who
are looking to live off campus and why they would benefit from living in the our apartments. This
statement will guide our marketing campaign efforts going forward. It will read as: For the Kansas State
students looking for off campushousing, the Wildcat Manor Apartment Complex is the ideal living
arrangement for the outgoing college student among all housing options because of the many amenities
and features that it offers, including an all-access pool, fitnessarea, computer area, study rooms and

4. even tanning beds. The Wildcat Manoroffersstudents an unmatched living experience convenient to the
university for a reasonable price. This statement points out the various features of the complex that
differentiates it from competitors as well as pointing out that they are located close to campus and are
reasonably priced.
Message Objectives and Strategies
Our first message objective is to make all new and current students of Kansas State aware of the
Wildcat Manor’s existence by the end of the current school year. In order to do this there will need to
various strategies that correspond. First, we will create a billboard that is close to campus and in a visible
area to many drivers. This will communicate the existence of the new apartments and also provide contact
information to students. This strategy will allow a lot of people to see the message in a short amount of
time. Another strategy will be to use social media to connect with users and get our name out there. This
will be done by following K-State students, and using Twitter advertisements to promote the complex.
We will also have on-campus booths and representatives to hand out fliers and get our name spread
throughout the student body. The next message objective is to be the primary apartment complex choice
by K-State students and stand out from the competition in Manhattan. The strategy that will correspond to
this objective will be to create a partnership with the university to suggest our apartments to students who
come to them with housing questions and to get them to send out an email notification to students about
the Wildcat Manor.
Target Market
The target market for the apartment complex will be Kansas State students that are looking to live
off campus. These students will be primarily sophomores and above, making our age range about 18-25.
Most students do not want to live in the university dorms after their freshman year, so we will begin to
target them during the second semester of freshman year when they start to think about housing
arrangements for the next school year.

5. Creative Plan
In order to get the attention of students and to attract them to the complex, we need to be creative
in our advertising approach. Will focus on good writing and effective visuals. In order to express the
value and benefits of the Wildcat Manor, we will need to focus on the things that make our apartments
better than the competitor’s, and effectively communicate that. Using our billboards, fliers, social media,
and campus visits, we will focus on promoting the most attractive features of the complex such as the all-
access pool, fitness area,computer area,study rooms, and tanning beds. We will also use visuals in a way
to show pictures of what our complex offers. These will be shown on the billboard, pictures on the social
media pages,and on the fliers that are handed out. Last, we will use a creative slogan that is short and will
grab the reader’s attention in addition to the visuals. This slogan will be: “The best off campus
environment a Wildcat could dream of”. This short copy will increase memorability and help establish an
image and identity for the brand.
Media Plan
The media plan includes the strategy, objectives, media choices and the media schedule. Rather
than television and radio ads, the first media class we chose to use is social media advertising and the
media vehicle will be Twitter. Our media objective will be to reach our target audience daily in the
Manhattan area. In order to do this we will use Twitter advertisements. Twitter offers a service where it
will promote your post and you can control who will see it. We will post tweets daily and promote them
so that those in the Manhattan area can see it. We will obviously be focusing most on geographic
components within our target audience, but we also feel that Twitter is a site that will reach the most of
our demographic preferences as well. College students are very active Twitter users for the most part and
therefore these ads have a good chance of reaching them. The media schedule will be continuous because
the posts will be promoted every day for 3 months. The second media class will be out-of-home ads and
the vehicle will be a billboard in Manhattan. The objective with the billboard will be to gain the
consumer’s attention while they are driving and get them to contact the office to get more information on

6. the apartments. The billboard will feature pictures of the most attractive features of the complex, as well
as the contact information. The location will be right off of Highway 24. These two forms of media will
allow us to reach a large amount of students that will fill the complex after opening date.
Advertisement Costs
The billboard will be the priciest form of advertising in our campaign. Clear Channel Outdoor, an
advertising company that provides billboards, reported that a billboard in Manhattan, Kansas will average
about $33,500 for a four-week period. Our plan is to use the billboard for 6 months which totals our cost
to about $201,000.
The promoted tweets on Twitter are priced based on how many people engage with that tweet. It
is priced around $1.35/engagement. Since we will be promoting tweets for 3 months in the Manhattan
area,we hope to gain 100 clicks per day which would cost us about $12,150.
The fliers that will be handed out will cost about $500 to print 1000 copies from Office Depot.
Altogether, the total cost of the advertising will be about $215,650 which is still well under the $500,000
limit allowing for additional advertising in the future.
Evaluation
Our evaluation on how well the advertising campaign worked will be based on a few criteria.
First, by the opening date of the apartments,July 29, 2016, we will see if there is a full occupancy. This
will be a good determinate of how well the message got to the students. We will also evaluate how many
phone calls the apartment office got from the billboard presence. We will ask callers throughout the year
how they heard about the apartments and track that. Next, we will evaluate how much engagement our
social media profile and advertisements on Twitter received. It will be easy to see after each post how
many clicks the promotion tweets got since Twitter tracks and bills us based off of that. Not only will we

7. evaluate the campaign’s success at the opening date, but also monthly to see when are attracting the most
attention. This will be helpful if there were continued campaigns going forward.

8. Works Cited
"Advertise on Twitter." Twitter. N.p., n.d. Web. 19 Nov. 2015.
"Billboards." Clear Channel Outdoor. N.p., n.d. Web. 19 Nov. 2015.
O'Guinn, Thomas C., Chris T. Allen, and Richard J. Semenik. Advertising and Integrated Brand
Promotion. Stamford, CT: Cengage Learning, 2015. Print.