4. EXECUTIVE SUMMARY
Built in 2013, the Village
Promenade is both a luxurious
living area in Muncie, Indiana and
the key to the revitalization of Ball
State University’s village area. The
complex is split into two four-story
buildings, 201,000 and 132,000
square feet respectively, each
with different amenities available
to its residents. The buildings
contain 226 apartment units that
sleep 522 residents. Both buildings
are built on top of a floor of dining
and retail stores.
The Village Promenade room
options range from 1-4 residents
and the room size varies from
471-1568 square feet depending
on type of room selected.
Resident’s rooms come fully
furnished with a queen-sized bed,
desk, nightstand, California-style
closet, and private bathroom.
The common areas come with a
flat screen TV, couches, and full
kitchen. One-person apartments
also boast a balcony.
A $60 MILLION APARTMENT COMPLEX
The Village Promenade
offers their tenants a variety of
amenities. The west building
contains a full gym in the
basement, lobby area with
leasing office, roof lounge
area, and is wrapped around a
parking garage containing 266
parking spaces.
The east building offers
residents a basement study
lounge, a club room, a rooftop
lounge area, Cross Fit gym,
and is wrapped around a
lounge area with a pool, hot
tub, grill, and seating. Residents
also have WiFi throughout the
buildings, access to monthly
events, and are given 13 free
Cross Fit trial classes.
5. EXECUTIVE SUMMARY
Despite the luxurious living environment the Village
Promenade offers its residents, they are still a new
company and therefore have room for growth.
Because of factors like being new to the village
and its high rental costs, among other things, the
Village Promenade is still working towards reaching
it’s full capacity. They also struggle to post consistent,
relevant, and interactive media across their social
media platforms, which is an essential tool to use
effectively with college students. Additionally, they
could benefit by creating stronger ties with the Ball
State community and surrounding areas in order to
increase their positive perception among nonresidents.
Based on our own research as well as what the
Village Promenade has expressed they would like to
accomplish, we have come up with a set of strategies,
tactics, and other ideas to help them reach their goals
by August 2017.
7. SITUATIONAL ANALYSIS
CURRENT SITUATIONAfter research and speaking with Village Promenade management, some key points of
improvement were identified in spite of having the most innovative facilities available to
Ball State students. The Village Promenade can house 522 people, but in its third year of
operating only has 424 residents, leaving 19% of a very luxurious apartment unoccupied.
The Promenade is struggling with some perception problems by non-residents as well
as complaints from residents, which accounts for a lot of the unused space. We also
identified a lack of communication from the Village Promenade to both tenants and
potential residents.
SUMMARY OF RESEARCHDuring the development of our plan, we conducted both primary and secondary
research. Our primary research consisted of two focus groups, 2 surveys, and an interview.
Our secondary research was obtaining company info through employees and online
research as well as a survey administered by the Village Promenade management.
summary of focus groupsNon-residents
Our first focus group was conducted on October 19, 2011 with those who did no live in
the Village Promenade. It was found that non-residents consider the Village Promenade
think that the apartments are nice and new but way too expensive for them, even
though several didn’t know how much the cost of living is. Several members stated that
they didn’t even look into living there because they assumed the price was too high.
Most of the focus group knowledge about the actual apartments was what the rooms
look like, but not much about the amenities. When told the entire list of amenities,
most members agreed that the perks of living at the Village Promenade were worth
the monthly price. Instead of lowering the price of living, it was suggested that better
communication about the full list of amenities to non-residents through social media and
activities would benefit the apartment; things like pool parties, rooftop parties, and movie
nights were discussed.
8. SITUATIONAL ANALYSIS
summary of focus groupsResidents
Our second focus group was also conducted on October 19, 2011 with current
residents. The consensus among residents was that the apartment is very nice,
convenient and new. Most had heard about the apartment through word-of-mouth and
recommendations from friends that were residents. Most agreed that their friends were
the ones that boosted their perception of the Village Promenade at that from there, the
condition of the apartment spoke for itself.
The entire group listed different things that they preferred about the apartments, such
as location, private bathrooms free tanning, and the furnished nature of the rooms.
However, many suggested that the Village Promenade could improve on publicizing itself
full and consistently.
Some negatives brought to light were lack of cleanliness in common areas, maintenance
issues, and noise problems from the bars. Others had issues with the parking and key
system the apartment has set up.
summary of surveys
Residents
We surveyed 40 residents of Village Promenade. We asked them to pick a word which
they felt best described the VP. We provided them with the words “nice, expensive,
new, location, and amenities”. Of the 40 students asked 6 said nice, 6 said expensive,
3 said new, 15 said location, and 10 said amenities. We also asked the residents which
amenities were their favorites. Of the residents asked 7 said the pool, 1 said the hot tub, 7
said the rooftop deck, 8 said the study lounge, 5 said the gym, 11 said tanning, and 1 said
clubhouse. Finally we asked the residents what their least favorite thing about the VP was.
Of the 40 residents asked, 9 said price, 3 said parking, 18 said poor maintenance, 6 said it
was noisy, and 4 said it had poor quality.
9. SITUATIONAL ANALYSIS
summary of surveys
Non-residents
The second survey conducted for non-residents also had 40 subjects. We asked them
the same question of which word they felt described the VP the best. We provided
them with the same words, “nice, expensive, new, location, and amenities”. Of the 40
non-residents asked 12 said nice, 18 said expensive, 4 said new, 3 said location, and 3
said amenities. It was clear that price is the main focus for people who do not live in the
Village Promenade. We then asked the non-residents which amenity they were most
aware of at the VP. Of the 40 people asked 21 said pool, 2 said hot tub, 12 said rooftop
deck, 2 said study lounge, and 3 said the gym. Through this research we can know which
amenities need the most promoting. Finally we asked the non-residents why they didn’t
live in Village promenade. Of the students asked 27 said price, 1 said they had little
knowledge of VP, 2 said a 2-year dorm contract, 4 said a 2-year fraternity contract, and 6
had resigned on their previous house.
summary of interviews
Interview #1
This interview was with a resident of the Village Promenade. During the interview, the
resident stated that the Village Promenade was the best place he has stayed in his four
years at Ball State. However, he stated that there’s a lack of consistent communication
about the monthly updates and that he has missed out on many events only to find out
about them after the fact.
When asked how to improve on communication, he suggested either a resident app or
text messages update that residents sign up for at the beginning of the year. The tenant
also recommended an update board in the lobbies of both buildings. Resident was
asked how he found out about the Village Promenade and he said he visited a friend a
few times and the amenities sold themselves.
10. SITUATIONAL ANALYSIS
summary of interviews
Interview #2
This interview was with a resident of Village Promenade. During the interview the resident
was very excited to explain how the transition from the dorms to Village Promenade
was not a problem. The resident immediately felt at home and comfortable with the
environment. The only complaint from the resident was the lack of communication. They
expressed how they attempt to communicate, but it does not always follow through the
way Village Promenade intends. The resident suggested that Village Promenade uses
social media to their advantage and contact them from there.
conclusionMost of our research concluded that most residents and non-residents
consider the Village Promenade to be very nice and new apartments. The fully
furnished condition of the apartments is a big draw for non-residents and the
amenities were key for tenants.
Non-residents consider the Village Promenade to be so expensive that they do
not even bother to explore the option of living there; they are also unaware of
the full amenity offering. Residents point to some cleanliness issues that don’t
get taken care of in a timely manner.
With these findings we believe the following areas need to be improved:
- Total tenant number as well as resident retention
- Public perception with both residents and non-residents
- Improve social media and communication
12. SWOT ANALYSIS
Strengths
Newest apartments in the Ball State Area
-2 years old
Fully furnished
-Queen size memory foam beds, desk, large
closet with built-In’s, living area couches, coffee tables,
television, etc.
Variety in floor plans
-Living capacity of 1 to 4 people
Amenities
-It has a courtyard pool, hot tub, rooftop tanning
deck, 24-hour fitness center and computer lab, parking
and bike storage.
Location
-Close walk to campus and in the middle of the
downtown Ball State area
High security
-Safe place to live with coded keys required for each
13. SWOT ANALYSIS
WEAKNESSES
Poor upkeep and maintenance issues
-Maintenance issues take a long time to get
responded to
Noise issues
-Location can be noisy during a busy night at
Brother’s Bar and Grill, which is located under some
apartment units
Poor construction
-Rushed to finish; curved hallways; looks unfinished
Poor communication
-Only 10 Instagram posts a month, 12 Facebook posts
a month, and 5 or less Twitter posts a month
Price & parking
-Most expensive place to live on campus & parking is
not included in rental price
High security
-Can be inconvenient when inviting guests over
14. SWOT ANALYSIS
THREATS
Ball State housing
-2-year dorm contracts with meal plans
The Grove
-Similar in style, offers transportation & group rates
Fraternity housing
-2-year in-house contracts
Luxury Living
-Not a priority for college students; most don’t have
a lot of money
Cheaper living options
-Many cheap off-campus houses and apartments
available
Realtors
-BSU Cribs, G&D Property Management, Beachfront
Homes, Infinity Properties, etc. want to lure students in with
lower prices
15. SWOT ANALYSIS
OPPORTUNITIES
Providing rental spaces
-Via rooftops and pool
Shorter leases
-Signing leases for one semester, or short-term stays
Hosting events
-Movie nights, pool parties, game-day parties in the
lounge, etc.
Communicate with residents
-Utilize their phone numbers, keep them updated
and engaged; listen to their feedback
Team up with local businesses
-Movie pizza night with Greek’s, a pool party with
frozen yogurt with Let’s Spoon, special deals for residents
at Brother’s, etc.
16. SWOT ANALYSIS
THREATS
Ball State housing
-2-year dorm contracts with meal plans
The Grove
-Similar in style, offers transportation & group rates
Fraternity housing
-2-year in-house contracts
Luxury Living
-Not a priority for college students; most don’t have
a lot of money
Cheaper living options
-Many cheap off-campus houses and apartments
available
Realtors
-BSU Cribs, G&D Property Management, Beachfront
Homes, Infinity Properties, etc. want to lure students in with
lower prices
18. KEY PUBLICS
CURRENT RESIDENTS are being
focused on because their experiences living at the
Village Promenade can influence their friends likelihood
of signing a lease there. We also want to focus on them
in order to retain them as residents here.
BALL STATE STUDENTS in their
freshman through junior year are an essential focus of
this plan because they are potential future residents
who will further fill the capacity of the complex.
PROMENADE EMPLOYEES are the
foundation of what keeps the Village Promenade
running efficiently and their work upholds the standards
they are expected to keep.
POTENTIAL ALLIANCES give us the
opportunity to create relationships with other businesses
in the Muncie area in order to provide the best services
for the residents.
20. POSITIONING & PROBLEM STATEMENTS
POSITIONING STATEMENT
Village Promenade provides
an all-encompassing, luxury
lifestyle for college students
with the convenience of living
near Ball State’s campus.
PROBLEM STATEMENT
Village Promenade needs to
increase complex capacity
from 85% to 95% and maintain
current leases for following
year. Village Promenade also
needs to improve their social
media presence to build a
relationship with current and
future tenants.
25. RESEARCH
INTERVIEW:RESIDENT
INTERVIEWEE
Anonymous resident of Village Promenade
INTERVIEWER
Elliot Baker 23 Senior Public Relations (EB)
EB: Hey, thanks for meeting with me. This will be pretty
quick, just need to ask a couple questions for a public
campaign with the Village Promenade.
EB: So, what’s your opinion on living in the Village Prome-
nade?
ANON: Well honestly, I think it’s probably the best place
I’ve lived in the four years I’ve been at Ball State. The
rooms already furnished, the pool, and location really set
it out in my mind.
EB: Where were some of the other places that you lived
in?
ANON: Freshman year it was the dorms, Sophomore year
I lived in my fraternity’s house and then Junior year it was
just a house.
EB: What are some of the things that set apart the Village
Promenade from these places?
26. RESEARCH
INTERVIEW:RESIDENT
ANON: Well it’s got the same community mindset as
the dorms and frat so that’s great. It’s much nicer than
any of those places plus you don’t have to worry about
moving anything in or out. The front desk is really helpful
as well. Living in a frat or your own house, it always feels
like you’re kind of on your own in terms of taking care of
yourself but here it feels like there’s a helping hand.
EB: Have you found any areas the Promenade could
improve on?
ANON: I’ve found that the place kind of lacks in terms of
communication. They host some really good events every
month but I have missed out on a lot of them because
there’s no one form of communication from the people
in charge. A lot of times I wouldn’t figure out about them
until afterwards. I also think that if they hosted more of
these events to utilize the amenities available, it would
help a lot.
EB: What ways do you think the Promenade could go
about improving these things?
ANON: I’m not sure honestly. Maybe an app where you
could pay your rent as well as get monthly updates sent
straight to your phone. I know that some residents get text
updates but a lot of my friends have never gotten any
updates as well. I got one at the beginning of the year
but haven’t gotten one since then. So maybe signing
up for the texts at the beginning of the year and getting
them consistently. Also I come through the lobby almost
every day so maybe an update board down there as
well.
27. RESEARCH
INTERVIEW:RESIDENT
EB: These are some good ideas. One last question, how
did you find out about the Village Promenade?
ANON: I came to the pool a few times last year and
visited friends in their apartments. Honestly once I saw
everything, I was pretty much sold on living here this year.
EB: Well, that’s all I have for you. Thanks for your time.
28. RESEARCH
INTERVIEW:RESIDENT
INTERVIEWEE
Anonymous resident of Village Promenade
INTERVIEWER
Darius Norwood 21 Senior Public Relations (DN)
DN: Hey, thanks for meeting with me. This will be pretty
quick, just need to ask a couple questions for a public
campaign with the Village Promenade.
What’s your opinion on living in the Village Promenade?
ANON: I love the fact that I didn’t have to buy new
furniture once I moved out of the dorms! It reminds me of
living back on campus minus the annoying RAs.
DN: Okay, so have you just lived in the dorms since
starting college?
ANON: Yes, freshman and sophomore year I lived in the
dorms.
DN: What are some of the things that set apart the Village
Promenade from these places?
ANON: Village Promenade was very new to campus
once I started searching for another place to live after I
finished my Premium Plan with Ball State. Once I went on
tour, I was completely sold! It was very amazing to me
how luxury it could be in Muncie. And the people at the
front desk made it that much easier to transition from the
dorms to my own place.
29. RESEARCH
INTERVIEW:RESIDENT
DN: Have you found any areas the Promenade could
improve on?
ANON: They host some really good events every month,
but I have missed out on a lot of them because there’s
was a lack of communication.
DN: What ways do you think the Promenade could go
about improving these things?
ANON: I know they currently send out text messages, but
at the start of this semester I stopped receiving them.
Maybe they should communicate to me on social media.
DN: Well, that’s all I have for you. Thanks for your time.
30. RESEARCH
FOCUSGROUP:RESIDENTS
SUBJECTS
Jordan Moody 24 Senior Telecommunications (JM)
Derek Belser 23 Senior Business (DB)
Madison Wireman 19 Sophomore Sports Administration
(MW)
Alexa Marsh 21 Junior Nursing (AM)
Adam Jettel 21 Senior Communications (AJ)
MODERATORS
Elliot Baker 23 Senior Public Relations (MOD EB)
Taylor Peterson 21 Senior Public Relations (MOD TP)
MOD TP:
Hey guys, thanks so much for meeting with us tonight. We
don’t want to take too much of your time so well keep
things pretty basic. This is a focus group for the residents of
the Village Promenade. We kind of just want to get your
opinion on some things because we are doing a public
relations campaign for our JOUR 465 class for professor
Newton. Just answer honestly according to how you feel
and we’ll try and keep things pretty conversational.
31. RESEARCH
FOCUSGROUP:RESIDENTS
MOD EB:
So to start I’m just going to ask all of you what
your initial thoughts are when you hear “Village
Promenade”.
JM: New
DB: Yeah new, nice, convenient.
MW: Convenient and big.
AJ: Probably just new.
MOD TP:
So, obviously you all live here, but how did you
guys find out about VP before you lived here?
JM: I knew some of the people, who were
promoting it so I kind of just was well informed
about it,
DB: Yeah I am with Jordan on that, I knew people.
MW: I passed it everyday so I just looked into it
one day and went from there.
AM: Yeah they did a lot of promoting at the
beginning of the school year, and I saw it when I
was going to the bookstore to get my books.
AJ: I had friends who had lived here so they
recommended it to me.
32. RESEARCH
FOCUSGROUP:RESIDENTS
MOD EB:
What about the VP made you guys decide to go
through hand sign the lease?
JM: I was pretty set on it after talking to my
buddy who was doing the promoting. He let me
know about everything that it offered and I was
sold after that.
DB: (Laughs) again, I am with Jordan on this one.
I didn’t really need convincing, my friend just sold
me on it.
MW: When I looked into it, I liked everything it
offered, especially the fact it was furnished so I
guess that is what sold me.
AM: When I talked to some of the people doing
the promoting they gave me a little card with all
the layouts and amenities so there really wasn’t
anything I didn’t like, and I signed.
AJ: My friends wanted me to live with them so I
didn’t have much choice.
MOD EB:
So I know some of you are graduating, but for
those of you who aren’t, are you planning on
resigning your leases? If you are graduating,
would you resign if you could?
-All returning students are resigning & all
graduating students say they would resign.
33. RESEARCH
FOCUSGROUP:RESIDENTS
MOD TP:
What is your favorite part about living in the VP?
JM: I really like the location. It isn’t a bad walk
to campus, and it is literally a part of the bar, so
that walk is awesome.
DB: I really like that we each have our own
bathrooms. It is extremely convenient and it
saves us from getting into stupid arguments.
MW: I personally love the tanning. I know that
is one thing I spent so much money on before I
lived at VP.
AM: Yeah I love the tanning too, but I also like the
study lounge area. Before I lived so far from the
library and it was always a pain to have to walk
all the way there especially if I was staying late.
AJ: I think the most self-explanatory thing is that
it’s furnished. That saved me a tons of money and
it was easy to move in.
MOD TP:
Do you guys think that VP does a good job
publicizing everything if offers effectively?
JM: I think they do a better job compared to
other apartments.
DB: Yeah they do a pretty good job, but I think
it’s not very persistent.
34. RESEARCH
FOCUSGROUP:RESIDENTS
MW: I think it can get a tad obnoxious, especially
at the beginning of the year, but I mean I
understand they’re just trying to get as much
attention as possible.
AM: Yeah I guess it can be a bit much, but I don’t
really think they talk about the amenities as much
as they should or could.
AJ: Yeah a lot of what they publicize is about the
actual rooms and not everything else the building
offers.
-Everyone agrees with AW’s point-
MOD EB:
Who would like to see more events at VP?
-Everyone raises their hand-
MOD EB:
How would you feel if VP let families stay in the
empty rooms during family weekend?
JM: I mean I wouldn’t mind. I could only assume
they wouldn’t be a bother, but I don’t know how
much they’d want to stay around all the students.
DB: I don’t know I think that would be pretty fun.
My parent’s would be so down to party with us.
35. RESEARCH
FOCUSGROUP:RESIDENTS
MW: I know a lot of parents go out to the bars
when they come, so it would be convenient for
the parents. They wouldn’t have to worry about
drinking and driving.
AM: Yeah I think she has a good point, and I
know a lot of hotels fill up quick so people will
for sure need a place to stay on such a busy
weekend.
AJ: Yeah I would defiantly want to be able to
party with my parents and not worry about them
driving back. I think it’s a good idea.
MOD TP:
What are some things that you guys feel are
negatives to living at VP? What could they do to
fix these things?
JM: The maintenance requests take a long time
for the most part. I don’t personally have an issue
with this, but I know some people say it is loud
from being above and next to the bars. They
could try and fill the apartments that don’t have
sound issues first so that it doesn’t affect many
people.
DB: A lot of times the hallways are extremely
dirty. And like Jordan said, it takes them a long
time to come and clean up, so maybe they could
have better maintenance crews. Just having
people around to keep the place clean and
together, because it is a big building and things
can go forgotten.
36. RESEARCH
FOCUSGROUP:non-RESIDENTS
MW: For me the parking is over-priced. It also isn’t
that convenient even though it’s connected to
the building. I’m not sure how they can fix that,
but it’s just something that’s kind of annoying.
Also when they do have events or things going
on I don’t get texts so I don’t even know about
the things I’m missing.
AM: Obviously the price can be a huge factor for
a lot of people. I know they aren’t trying to lower
it, but they can maybe offer contests of some
type where the winners get so much money off
for the month, or things like that.
AJ: I’m honestly surprised no one has brought this
up yet, but I think the key system is so annoying.
Every time I have friends over I have to go down
and let them in. It’s like living in a dorm. I think
they should make it so it’s easier for people to
get in to the apartment areas.
MOD TP:
Alright, we’re going to wrap this up with a pretty
straight forward question, on a scale of 1-10 how
would you rate living at VP?
JM: 8 DB: 8 MW: 7 AM: 8 AJ: 7
MOD EB:
That’s all we have for you for now, thanks again
for taking the time to do this for us. Hopefully this
information will be useful in our research for our
campaign.
37. RESEARCH
FOCUSGROUP:NON-RESIDENTS
SUBJECTS
Alex White 21 Senior Graphic Design (AW)
Kenzie Wilkey 20 Junior Criminology (KW)
Courtney Sudac 22 Senior Exercise Science (CS)
Payton Lill 20 Junior Social Work (PL)
Danny Wood 19 Sophomore Business (DW)
Dave Shingler 20 Sophomore Marketing (DS)
MODERATOR
Kaitlyn Bridgeman 21 Senior Public Relations (MOD)
MOD:
Thank you all for taking time out today to be a part of
this focus group. As you all know, this is for a public re-
lations campaign plan my group is putting together for
JOUR 465 class for Professor Newton. The plan is for the
Village Promenade apartments. I’m going to ask you all
pretty basic questions, and you can feel free to elabo-
rate as much as you’d like on them. I want you to feel
like you can answer honestly and keep this conversa-
tional. So let’s begin.
MOD:
So, who here has heard about the Village Promenade?
-Everyone raises his or her hand-
38. RESEARCH
FOCUSGROUP:NON-RESIDENTS
MOD:
Awesome, so now I just want you guys to go around
in the circle and share what comes to mind when you
think of the VP.
AW: I think of a high-end place to live. It’s so new so I just
think of it as like the “nice” place to live on campus.
KW: Yeah I agree. I think it is a really nice building. When
I think if it I kind of picture the physical building which is
obviously newer so I associate that with a nice place to
live.
CS: I initially think “expensive”. I know they are new and
all, but I think my initial thoughts are only people who
have the money to blow can live there.
PL: I think I see it from both ways. I do consider it to be a
nicer place to live, but I do also think of the price.
DW: I think about how close it is to the bar. It is almost like
it is part of bar scene. I guess you could say I think it kind
of the “party apartments”.
DS: I just think of how nice it is and new.
MOD:
Have any of you ever considered living in VP? If you
have, why didn’t you?
39. RESEARCH
FOCUSGROUP:NON-RESIDENTS
KW: I looked into it for this past year, but honestly as nice
as it is there would have been literally no way I could
have afforded it. I can barely afford my $250.00 a month
house that is falling a part.
DW: Second that.
CS: Yeah me too. The price was definitely the downfall.
-PL, DS, AW did not look into living at the VP-
MOD:
Alright, so I guess my next question would be for those of
you who never looked into living at the VP. Why did you
never consider it?
PL: I honestly have just been content living in houses.
I lived in the same house for a couple years without
problems, so I had not reason to leave.
DS: I knew before even looking into the VP that it was
expensive, so I never even considered it.
AW: I am with both sides of that. I have been living in the
same house so I didn’t have any reason to move either.
I also wouldn’t want to go from the relatively cheap rent
I pay to having bills that seem to be like three times as
much.
MOD:
So is seems like price is a reoccurring factor for
most of you. So who would live in VP if it were more
“affordable”?
40. RESEARCH
FOCUSGROUP:NON-RESIDENTS
-All raise their hand-
MOD:
So I know you all think it is really expensive to live at the
VP, but do any of you know everything it offers on top of
just being nice and new?
PL: I’m pretty sure they have a pool.
AW: Yeah, I’ve been on the rooftop before, and it is
super nice up there. I have also been to like this lounge
area that has TV’s and nice couches and stuff.
DS: I heard there is supposed to be a movie theater on
the rooftop, but I have also heard that it wasn’t there
yet so I don’t know. I‘ve heard about the pool too
though.
CS: I don’t know if this is exactly what you’re asking,
but I know that the rooms come furnished and there
are really nice big closets and everyone has their own
bathroom.
KW: I think they have tanning. That’s what I’ve heard,
but I’ve never used it or anything.
DW: Yeah I have mostly heard about it being furnished
and the pool.
MOD:
So it seems like you guys know a little about what it
offers, but definitely not everything. So do you guys want
me to tell you everything that you get when you sign a
lease at the VP?
41. RESEARCH
FOCUSGROUP:NON-RESIDENTS
-All nod their heads-
MOD:
So VP is fully furnished. It offers various floor plans so you
could live with yourself or with up to 3 other people.
Everyone gets a memory foam queen size bed, a
California walk-in closet, their own bathroom, a laundry
area, a flat screen in the living area, and all utilities are
included in the rent. It does have a pool and a hot tub
also. It has covered parking, a 24-hour fitness center,
a tanning center, the rooftop deck like some of you
mentioned, a computer lab and study lounge, private
study rooms, and bike storage. They also did recently
finish the rooftop movie screen not to mention the
location is a short walk from campus, and literally a walk
outside your door to get to the bars and other places
in the village. Now that you guys know a little bit more
about what is offered, so you feel like the price is more
reasonable?
KW: Now that you mention more stuff, I did know a lot
of what was offered. I would say yes, getting all of those
things just by living in VP seems worth it, but I still person-
ally couldn’t afford it.
AW: I mean I think it’s pretty worth it. I know my tanning
membership alone is so expensive, so just even having
that included would take away from my monthly costs
and make it more realistic to afford.
42. RESEARCH
FOCUSGROUP:NON-RESIDENTS
DW: I think it is really convenient to have everything
right there. You don’t have to walk to the library or the
rec and it does have prime location for pregaming. So,
I would have to be more with Kenzie on this, I would
absolutely live there if I could, but I would have to do
the math to see if I could actually afford it. I’m sure if
I laid out my current monthly cost compared to what
they would be if I lived in VP it might not seem as
unrealistic as I think.
PL: I think I would have lived there had I known more
about everything. I think for me I could make the cost
work for everything I was getting.
CS: I would want all of those things, I think it would be
really nice to have in my place of residence, but I think
I would need to work out something with my parents as
far as affording it. But I do think all the amenities make it
worth it.
DS: I agree with Courtney. I would definitely want to
live there if I got all those things, but I think I would
need to work out a way to better afford it. Although,
having utilities paid for in the rent would make a huge
difference. I think that if we all added our utilities to our
rent and then the cost of things like tanning, it would not
seem as expensive.
MOD:
What besides lowering the price do you think VP can do
to make people want to live there?
43. RESEARCH
FOCUSGROUP:NON-RESIDENTS
AW: Well, maybe if they did something where they
offered a special signing price that was cheaper,
people who be drawn in and sign the lease. It might be
out of impulse and they might realize later that they’re
struggling to afford it, but I mean at that point they
already would have signed it, and I guess that is the
ultimate goal.
PL: I think they just need to be better about letting
students know everything they offer. Like I said before
I would have probably lived there had I known about
everything. Maybe they could try to reach out more
on social media, like follow students and stuff and post
about the things they offer. Or they could pair with
another business in the village and kind of promote the
stuff through events.
DW: Yeah I think doing events would be tight. Like if they
had some type of party on the rooftop early on in the
year, a lot of younger students might be like okay this
place is awesome I want to live here.
DS: Yeah I like Danny’s idea. They could also offer their
amenities to all students during like welcome week. That
way students can get in and see what VP is all about,
and that might sway them to want to live there.
KW: I would not be opposed to a pool party at the
beginning of the year. Also maybe like movies nights. I
could see myself going to events like that and then after
wanting to live there.
44. RESEARCH
FOCUSGROUP:NON-RESIDENTS
CS: I also think they could maybe somehow do
something where students can spend the night in one
of the empty rooms. Then they would be able to get the
full effect of what it is like to live there, and obviously if it
is a good experience they will consider signing a lease.
MOD:
Those are all great ideas. They are the types of things we
are trying to bring to the VP with this campaign. I know
some of you will be graduating but for those of you
who aren’t, would special events like the ones you guys
mentioned, and better promotion make you consider
living at VP?
-KW, DW, DS, PL all say they would consider living at VP-
PL: I think the most important thing to do is really focus
on everything VP offers. I think it seems the main issue
for most people is price, but a lot of people don’t really
know everything that they are going to get when they
sign the lease. Yes it can seem expensive, but with
more focus on the positives people would put the
price behind them. Especially, if they came in and saw
everything first-hand, they could see how mice it really is.
Why would anyone not want to live in the highest luxury
on campus if they could?
MOD:
I think that is a really good point Payton. We can wrap
this up on that note. Again, thank you everyone for
taking the time to be here today. I appreciate your
responses, and I believe this information will help us have
a successful campaign for VP.
46. KEY MESSAGES
Village Promenade provides
the ultimate in luxury, with
the convenience of living in
The Village.
Village Promenade is the
best apartment community
and offers the best amenities
50. OBJECTIVES, STRATEGIES, & TACTICS
Objective 1:
Increase capacity from 81.3%
to 95% by August 2017
STRATEGY 1: SPECIAL EVENTS
Host special events for both residents and
nonresidents to increase engagement with
the Village Promenade
Tactic 1: Organize pool and rooftop parties
Tactic 2: Host Chirp Fest in both fall and spring
semester
Tactic 3: Gameday screening parties
Tactic 4: Movie screenings of not-yet-released
movies
51. OBJECTIVES, STRATEGIES, & TACTICS
Objective 1:
Increase capacity from 81.3% to 95% by August
2017
STRATEGY 2: ALLIANCES & COALITIONS
Build alliances within the Muncie Community
Tactic 1: Work with Ball State to receive residents
grades and reward those who receive 3.5 or higher
Tactic 2: Expand on partnership with Brothers to
allow residents to cut lines on weekends, received
discounted food and drinks and get in free of cover on
Thursday nights.
Tactic 3: Partner with AMC to bring new movies to
the Promenade for special screenings
Tactic 4: Establish partnership with MITS to provide
residents with official bus schedule and routes.
Tactic 5: Partner with Let’s Spoon to provide
free frozen yogurt at events hosted by the Village
Promenade and discount pricing for residents
Tactic 6: Partner with Greeks Pizza to provide free
pizza at events hosted by the Village Promenade and
discount pricing for residents.
Tactic 7: Partner with TIS Bookstore to provide
discounts on textbooks and express pick-up for residents
52. OBJECTIVES, STRATEGIES, & TACTICS
Objective 2:
To have an effect on the perception of the village
promenade by residents and the public, specifically to
increase positive perception by 50%
STRATEGY 3: effective communication
Improve Communication to residents
Tactic 1: TV Screens in each hallway near staircase
to share information and map and
complex
Tactic 2: Communication through social media
Tactic 3: Ensure all residents are receiving text
messages and utilize text messaging
to communicate events, emergencies and
other notifications.
53. OBJECTIVES, STRATEGIES, & TACTICS
Objective 2:
To have an effect on the perception of the
village promenade by residents and the public,
specifically to increase positive perception by 50%
STRATEGY 1: Philanthropy & sponsors
Establish set philanthropies that help the
Muncie Community and surrounding areas
Tactic 1: Make a team for Dance Marathon
Tactic 2: Sponsor Dance Marathon
Tactic 3: Host semi-annual canned food drive and
donate to Second Harvest Food Bank
54. OBJECTIVES, STRATEGIES, & TACTICS
Objective 2:
To have an effect on the perception of the village
promenade by residents and the public, specifically to
increase positive perception by 50%
STRATEGY 2: organizational performance
Insure complex looks clean and put together
on both the inside and outside
Tactic 1: Ensure walk-throughs are done every other
day to make sure hallways, stairways and
common areas are tidy
Tactic 2: Ensure cleaning is getting done on the
weekends
Tactic 3: Drop box in hallways to leave
maintenance requests for common areas
(puke, spills, broken lights, etc)
55. OBJECTIVES, STRATEGIES, & TACTICS
Objective 3:
Increase followers among all social media platforms
(Instagram, Twitter, and Facebook) by 30%
STRATEGY 1: effective communication
Post more consistently on all platforms
Tactic 1: Post at least once a day on all platforms
Tactic 2: Themed posts such as “Throwback
Thursday” or other relevant happenings
Tactic 3: Repost content from sponsors and partners
Tactic 4: Post news and events going on around Ball
State and the village
56. OBJECTIVES, STRATEGIES, & TACTICS
Objective 3:
Increase followers among all social media platforms
(Instagram, Twitter, and Facebook) by 30%
STRATEGY 2: effective communication
Increase interactions on social media
Tactic 1: Feature residents in a “picture of the
week.” Residents can take photos of what they are
doing around the promenade and use a specified
hashtag, staff members will then pick their favorite
photo to share on the Village Promenade account.
Tactic 2: Exclusive social media giveaways
Tactic 3: Create a weekly twitter poll to cultivate interaction
with followers. Ex: “Who do you think will win
tonight’s game”?
61. IMPLEMENTATION PLAN
This plan book was written for August 2016-August 2017. Below you will find
when to implement specific parts of our plan throughout the year.
AUGUST 2016
Pool party for residents and guests
Start Promotions for Chirp Fest
Contact Brothers Bar and Grill to discuss expanding upon partnership
Contact AMC (Showplace 12) to discuss receiving movies for private viewings
at the apartment
Contact Let’s Spoon and Greeks Pizza to form partnership for upcoming
events
Contact TIS to work out deal for residents receiving
SEPTEMBER 2016
Rooftop party for residents and guests
Chirp Fest
Movie Screening for residents and guests
Contact MITS about partnering for colder months for student transportation
OCTOBER 2016
Movie Screening for residents and guests
Contact Dance Marathon about sponsorship
Host canned food drive
November 2016
Movie Screening for residents and guests
Make team for Dance Marathon
December 2016
Movie Screening for residents and guests
Contact Ball State for student GPAs
NOVEMBER 2016
Movie Screening for residents and guests
Make team for Dance Marathon
DECEMBER 2016
Movie Screening for residents and guests
Contact Ball State for student GPAs
Screening for residents and guests
*If you refer back to objective two, strategy two and three, these are things that should be
happening on daily on a regular basis. Deep cleanings should be happening during any big
event weekend such as parents weekend, homecoming, etc.
*Social media should be done every day. Try focusing on themes and events happening
around campus to get more interaction and to stay relevant on students minds.
63. BUDGET
Objective 1
Strategy 1
Pool and Rooftop parties
Depending on if VP partners with another organization
for food and drinks the event should be free.
Greek’s Pizzeria Muncie X-LG 12 slice 1 topping pizza for
$16
Partner with Greek’s and receive buy one pizza get one
free.
Purchase 20 pizzas at $320 receive 20 more free
40 pizzas is 480 slices each person receives 2 slices,
would be enough for 240 people at each event.
Greek’s Menu
http://www.greekspizzeria.com/muncie/images/
greeks-pizzeria-muncie-locations-menu.pdf
Become a title sponsor for ChirpFest at $5,000+
Strategy 2
Free and up for negotiation with each alliance
Objective 2
Strategy 1
Make a team for Dance Marathon
$25 per person to join team; there is no limit on how
many team members
The suggested team goal amount on DM’s website is
$1,500
Strategy 2
Keep current wage for employees to work more on
weekends and during major event days
64. BUDGET
Strategy 3
Purchase 9 TVs from Amazon for $170 each ($1,500+)
http://www.amazon.com/Vizio-E24-C1-24-Inches-1080p-
Smart/dp/B00SMBESTI/ref=br_lf_m_1001515681_1_3_
ttl?ie=UTF8&s=electronics&pf_rd_p=2231925742&pf_rd_
s=center-3&pf_rd_t=1401&pf_rd_i=1001515681&pf_rd_
m=ATVPDKIKX0DER&pf_rd_r=1FSGWRJE7CBE5AS29X9M
Put one TV on each main location on every floor in each
building. Put the last TV in the Lobby/ Leasing office
Objective 3
Strategy 1/2
Use current employees at no higher cost or hire an intern
at no higher cost
Based on the content given for Village Promenade stra-
tegic campaign plan, Newton & Associates will com-
plete all tasks on a retainer basis. This will be a monthly
fee regardless of workload, plus all expenses to finish
each task.
Account director Salary for 6 months $78,000 (150 hr) at
2o hours a week
Account Director Executive Salary for 6 months $39,000
($75 hr) at 20 hours a week
66. EVALUATION
Objective 1: Increase capacity from 81.3% to 95% by August 2017
Strategy 1: Special Events: Host special events for both residents and nonresidents
to increase engagement with the Village Promenade.
Evaluation: Count the number of attendees at every Village Promenade hosted
event. Compare the numbers to previous events to document improvements.
Strategy 2: Alliances & Coalitions: Build alliances within the Muncie Community
Evaluation: Create loyalty between alliances in hopes of cutting cost for each
event. Rather than paying for each other’s services and marketing, trade goods
and services.
Objective 2: To have an effect on the perception of the Village Promenade by
residents and the public, specifically to increase positive perception by 50%
Strategy 1: Strategic Philanthropy & Sponsors: Establish set philanthropies that help
the Muncie Community and surrounding areas.
Evaluation: An opportunity to get the Village Promenade community involved
within Ball State. Dance Marathon houses many organizations that are fighting
for one goal. Participation within this event will build audience participation and
loyalty for the Village Promenade brand.
Strategy 2: Organizational Performance: Insure complex looks clean and put
together on both the inside and outside.
Evaluation: Hold evaluations with employees that clean. Have residents do
surveys and leave comments on social media. This gives Village Promenade the
opportunity to make improvements at a faster rate.
Strategy 3: Effective Communication: Improve Communication to residents.
Evaluation: Count the number of attendees at every Village Promenade hosted
event. Compare the numbers to previous events to document improvements. Get
company reviews above three stars.
Objective 3: Increase followers among all social media platforms (Instagram,
Twitter, and Facebook) by 30%
Strategy 1: Effective Communication: Post more consistently on all platforms.
Evaluation: Keep track of the rise of followers and the interaction of users over
three-month span.
Strategy 2: Effective Communication: Increase interactions on social media.
Evaluation: Keep track of the rise of followers and the interaction of users over
three-month span. Also use this opportunity to build relationship with alliances by
cross promoting.
68. SUGGESTIONS
As well as our public relations strategies and
tactics we have provided throughout this
plan book, we wanted to provide additional
options that we believe will be beneficial to
the success of the Village Promenade.
GREEK LIFE SPECIAL PRICING There is a big market
at Ball State that can be tapped into, which is greek
life. We suggest giving sororities and fraternities special
pricing opportunities if they are able to fill x number of
rooms. This would be especially beneficial for sororities
since they still do not have sorority housing.
PARENT’S ROOM RENTAL If there are additional rooms
available, renting this rooms out to parents for things like
homecoming, parents weekend, etc. would be a great
way to circulate more revenue. It would also get the
parents into the complex to show them all it has to offer
which will persuade them to want their children to live
there.
one semester leases Ball State has a large number
of people who stay here for only one additional semester,
or join in the second semester. There are not a lot of
options for students like this. By marketing yourself to
students in these situations you can keep the capacity of
the venue more full year round.
69. SUGGESTIONS
Campus rep program Choose residents that
are well known around campus and have a high
influence on social media to be the “voice” of
this company. Use these residents to promote the
Village Promenade by posting pictures around the
complex showing their followers how much they
enjoy living there. You can also have these reps
host events, run promotions, etc.
PERSONAL SHUTTLE Earlier in the plan book we
suggested partnering with MITS to promote their routes
for students to take to campus and other places. In the
future it would be beneficial to have your own shuttle to
further promote the Village Promenade. It would also be
an additional luxurious amenity for its residents.
