1 Student name DePaul University Office at .docx

1
Student name
DePaul University
Office at DePaul
date
Final Draft matrix will be used to
evaluate the final paper…..
Possible grade Actual grade here
Background 5
Environments 10
Marketing Mix 10
Swot 5
Benchmark/Goals 15
Plan 25
References 10

Exhibits 20
Total =
100 100
2
I. Background
Introduction to the DePaul University Office
The Office of _____ is a division of Student affairs that focuses
in on the adult
population of students. They work with various resources to
help adult students

transition from their lives into the academic space. They are
there to provide a
helping hand to students above the age of 24 pursuing any
degree at the University.
The three primary methods this office utilizes are Programs,
Advocacy, and Services.
By offering these three essential methods of support, this office
hopes to ensure
success to all and any Adult Students who seek it.
DePaul University has built a name on diversity and a
personable experience to
learning. To help assure that all populations of students are
serviced, the University
has allocated many departments. The DePaul Office not only
services adult students,
but leads a joint effort to provide for Veteran Students as well
as Commuter Students.
Thus this Department is known as the Office of Adult, Veteran,
and Commuter
Student Affairs. Each wing uses their own coordinators and
resources to provide the
best experience for their populations.

II. Environments Affecting Higher Education For Adult
Students
A. The education industry is vast. This specific market of
education would be
considered higher education. This encompasses colleges,
universities, specialty
programs, and any sort of higher learning. It larger than a 10
billion dollar
industry and growing every year. Competition for the education
industry is the
work force or services where possible students begin working or
enlist in
government programs. They also compete with households
because many may
choose to be stay at home parents. The Higher Education
Industry has many
subsets of programs and offices that help enhance the education
experience for
Students. Advocacy programs compete with athletics and other
inner school
departments. They also compete with hobbies such the gym or
outside clubs with
no affiliation with the school. The amount of students seeking
higher education is

a market of about 21.6 Million projected to be about 24 Million
by the year 2020.
31% of Undergraduate enrollments are of Adult students
(Aslanian 4). These are
adults seeking higher education through undergraduate,
graduate, and professional
training programs.
B. Technology is a huge aspect of higher education. Industry
trends show that the
education system is moving towards further collaboration with
technology. Online
classes and workshops are just the beginning as more and more
technology is
brought into the classroom. Technology such as online
infrastructure, databases,
Comment [sk1]: Use headings in syllabus for
each section in Environments
Comment [sk2]: Should discuss if other
universities have similar offices, in detail.
Comment [sk3]: Follow syllabus: use number in
reference page, no name needed.
3

profiles, video classrooms, data sharing, E-Learning, etc. all
will help the industry
grow and move in the right direction. As more and more
technology is introduced
it finds its way into the classrooms and helps to enhance the
learning process
(Mitra 3). According to an Aslanian Market Research study, 9.9
Million students
have taken at least 1 online course. And 3.3 Million go to
school exclusively
online. On- Line training has become prevalent in most
workplaces and has even
reached secondary education. On-Line course enrollment is still
has three times
the growth rate of traditional enrollment (Riedell 2). In turn it
shapes the
landscape of what students must deal with to obtain their
education. Therefore in
the Student affairs scope to provide student support and
advocacy it is essential to
understand how technology affects the education process and
how it can in turn
be used to communicate and reach the Students. To be able to

provide support to
students in the education industry, technology will be a
necessity.
C. The economy plays a significant role in many industries of
business. The higher
education industry is heavily influenced by the economic turns.
Every year the
prices of education increase on an average 5% (Bidwell 2). So it
is becoming
more and more difficult for students to afford a higher
education. One individual
in the Industry quoted “Possible graduate students are turning
away from recruiter
because they simply can’t afford the rising tuitions.”(Stewart).
As the economic
times fluctuate and prices rise or fall it takes a direct toll on
how many students
pursue a higher education and how much they get involved with
the programs at
their universities. So the industry is actually fairly price elastic
in the sense that it
will directly change the landscape. Pricing of universities drives
this notion that as
students, specifically Adult students seek education the price

they have to pay will
impact that decision. So in this case both universities and the
industry as a whole
are price elastic.
D. Legal and Political factors play a role in Higher education as
well. Legal and
Political policies effect government funding and financial aid.
These are essential
tools for Higher education to be an option for many students.
Political decisions
affect payrolls and development in many parts of the country.
Those decisions
ultimately shape the opportunity students may have to pursue a
higher education.
Some Adult learners may be in search of certain credentials
through education
programs. Often times Legal or Political landscapes shape the
necessity of
qualifications and credentials. Outside of that it does not
directly influence the
Student affairs or advocacy.
E. Trends in this industry are the higher rate of Adult students
returning to school.

This is a huge shift in people returning to school after they have
worked or are
working. The basic buying behaviors of students are moving
towards
diversification of the student body. Diversification in the sense
that various types
of students are now joining various types of programs. With
money playing a
4
factor many students are turning to online degrees where they
can obtain their
education from the comfort of their home. The demand for
higher educated
positions in the job market directly related to how many
students are returning to
school to pursue or finish degrees. In 2020 it is projected that
Minority students
will outnumber white students on college campuses. Most high
school students in
the near future will be exposed to online education. After an in
depth study into
Adult Student traits, the Aslanian Market Research team found

some great
insights. They found that Adult Students today tend to be
females who have
families and juggle multiple jobs. It is important to note that
adult students come
from many walks of life, thus having a wide variety of
motivations to continue
education. 30% of Adult learners return to school in order to
change their career.
23% of them return to advance in their current career. So over
50% of Adult
students are in school for progression in their professional lives.
An interesting
stat was that 9% if these students are returning for personal
reasons not related to
their career (Aslanian 16). Learning Patterns show that Adult
Learners are seeking
degrees, certificates, licenses, and the lowest percentage are
those just seeking
specific courses. The ethnicity of Adult Learners seeking higher
education tends
to vary. Though there are distinct patterns that show a majority
are White with
Hispanic and African American both displaying high growth

rates. Adult students
are attracted to Hybrid study programs that move at a fast pace.
Social elements
also influence this process because there are many social
pressures to be educated
in terms of quality of life.
III. The Office of DePaul University Marketing Mix
A. The Target Market for this Office is very specific. They
target Degree seeking
students at DePaul University who fall into the Adult Category.
This is defined by
an age range that is above 24. Regardless if they are pursuing an
undergraduate or
graduate degree, they can be serviced by this office. They also
target Veterans
who have served as well as Commuter students. Now at first this
may seem like a
very wide spread mix, and truthfully so it actually is. But the
key here is
recognizing that the true target audience is those who seek help
transitioning into
a traditional structure of education but come from a

nontraditional background.
The total number of Adult Undergrad Students enrolled at
DePaul is 3,887
students (IRMA).This makes up 23.67% of the Student body.
The schools within
the university within the highest concentration of Adult
Students include the
School for New Learning, CDM, Commerce, and LAS. This is a
very internal
market because the DePaul Office is not responsible for
bringing or attracting new
students to DePaul. They focus their efforts on retaining and
supporting the Adult
Comment [sk4]: Use Marketing mix headings
5
Students enrolled in the university. This niche market is 7,955
Students counting
Undegrad and Graduate programs. Of those Students the Office
has been able to
reach 48.50%.
B. The office offers a combination of services. Through

Programs, advocacy, and
services, this department focuses on how to provide the best
services for their
target audience. They also offer the Adult Student center as a
place where
students can go to study or read which is exclusive to Adult
Students. They offer
Adult friendly hours at the Center as well as the events. See
Exhibit C as an
example of one such event.
C. The DePaul Office does not charge money for its services.
The costs are covered
by budgets supported by university funding. So truthfully the
Students pay for the
services that this Office provides through their tuition. In some
rare cases they
may charge for specialty events but those revenues only cover
the costs of the
service, and are not used as profits.
D. The Students can obtain the offerings and services by
attending the events,
coming into the Adult Student Center, or using resources shared
online via

websites and social media. The Adult Center can be visited
anytime from 8am-
8pm during weekdays. Events are held at various locations on
either Campus or
even outside of Campus. The Office also has a presence online
where students can
gain resources on the website.
E. Currently the Office uses multiple channels of Marketing to
reach the Adult
Students and inform the general student body. The primary
Channel would be
offline advertising in the form of Posters and Signs. The
Marketing team heavily
focuses on creating flyers and posters to place and mass market
across campus.
See Exhibit D as an example of these. There is also some
Personal selling mixed
with Public relations involved as Coordinators from the office
travel to various
outreach fairs to educate students about the office and the
services it can offer.
That way they are directly approaching the audience and giving
a personal touch
to the office as well as creating a great image. An important

channel is integration
of the office with other university offices that can leverage
Adult Student
involvement. Social media is a huge outlet for their marketing
mix as well. Since
most of these students are always on the go or managing hectic
schedules, the
presence they build online is very beneficial. With Tweets and
Facebook updates
they share information, resources, and events directly in the
hands of the
consumers. Other universities hold events for their Adult
students as well but
quality and personable experience is what gives DePaul the
competitive
advantage. The Structure for Marketing to Adult Students is
event based and
communication based. The office Markets events on a timeline
before and after
said events. The office also does continuous marketing through
a consistent online
and social media presence. While Schools like UIC and Loyola
offer Adult

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Programs, DePaul offers help on three platforms not including
an entire center
dedicated just to helping their population of students. Refer to
Exhibit E for shots
of how this helps the students.
IV. SWOT Analysis
After analyzing the DePaul Office there are many things worth
considering as far as
the SWOT is concerned. The strengths really come out strong
when one examines the
benefits provided by the department. The office offers various
programs, services,
advocacy, and a center. Putting all of these together one of the
strengths the possess is
the fact that they have a unique offering. They are winning on
two levels here, both
on quantity and quality. They offer daily, weekly, monthly, and
yearly programs each
catering to a specific niche need in the market. Some examples

of these would be the
graduate thesis conference, wine and cheese receptions,
relaxation therapy,
scholarships, personal financial counseling, and of course free
coffee at a quiet study
spot. Individually these may not be considered strengths
because many other
universities and departments can offer such programs. But since
this department
combines many of those services into an all in one “go-to”
experience it becomes a
strength and a unique offering. Another great strength of this
office is the strong
University backing. The Director and Assistant Director are
very keen on staying in
tune with the Values of the University and gaining full support.
Students can come to
DePaul with a sense of trust and guarantee that they will receive
a quality experience.
The quality is carried top down from department to department
and the DePaul Office
can definitely leverage such a strong University name in its
operations. A very unique
strength displayed by this office falls in its advocacy. Now as

mentioned many
programs and universities hold events for Adult Students. The
strength that DePaul
can leverage is their commitment to advocacy: The fact that any
student can walk in
on any day and obtain guidance on any subject matter. With
training in counseling the
Directors in this Office are certified to help students in many
different ways. Every
person and student has their own journey through life and
education, the office stands
as a helping hand of support for Adult Students to succeed.
Many students take pride
to be a part of community centered on the efforts of this office.
These are just a few
strengths that really help position the office in the area they
would like to thrive in.
Weaknesses exist in all aspects of business and the best way to
deal with them is to
recognize them. The DePaul Office has a few weaknesses that
would need to be
addressed. The first would be an over extension of resources. In
short they are spread

too far wide and cannot focus in on their numerous target
markets. The ranges of
Adult, Veteran, and Commuter Students are way too broad to be
joined into one. This
Comment [sk5]: USE SWOT headings in this
section
7
is a weakness because then no one group can get the best
services or special focus. A
simple restructuring where each population gets their own
director and acts as their
own business unit would help the blurring of lines. Another
weakness is lack of brand
recognition. Most Students are not aware that such an Office
exists and is there to
help, therefore they fail to use the resources provided for them.
Brand Recognition is
a huge weakness because without the students the services will
fall through.
Opportunities are what help businesses grow and reach higher
levels. The DePaul

Office has a few very key opportunities to act upon. One such
opportunity would be
the support of the Graduate School. Currently there is not much
collaboration
between the office and the Graduate Programs. Cross Marketing
may be a solution to
help the Office gain students and the program gain a marketable
asset. Almost all of
the students who are in the Graduate programs at DePaul would
fall into the target
market. Therefore a joint venture with them would result in
great resources and brand
awareness for the DePaul Office. Currently there is an adequate
degree of interaction
between other academic offices, if this were to increase and
assets were pulled
together, perhaps there could be a mutual benefit. This would be
an opportunity to
help the Office grow its population and refine its resources.
Another opportunity
would be an investment in technology. The education is being
shaped by technology
and it would be highly beneficial for this office to allocate its
resources to doing the

same. Adult Students especially may not always have the liberty
to come physically
to school. If the Department would invest in making more of its
programs online or
using technology to connect them together, it would be highly
beneficial and
rewarding. These are just two opportunities worth addressing;
there is always room
for refinement and growth.
Many businesses fail or lose share because they aren’t proactive
and are blindsided by
a threat they never expected. Therefore it is very essential for a
business to recognize
threats in the marketplace or industry that could hurt them.
Threats for the DePaul
Office exist as well. The increasing prices in tuition across the
globe for education
pose a massive threat to the operations of this office. As tuition
prices rise it becomes
more and more difficult for Students and particularly Adult
Students to afford going
to a University. This reduces the population this office is
chasing and makes future

strategy difficult. This can be considered of the greater threats.
The others as based
upon trends that seem to be creating risk in the marketplace.
Please Refer to Exhibit F
for the full SWOT diagram.
8
V. A Statement of the Benchmark and Marketing Goal
The DePaul Office is doing many great things and helping
students in various
respects. After some analysis it would be accurate to say that
they are capturing
somewhere around 25% of their target audience of students of
attend DePaul. A
marketing goal to set here would be an increase of 10% so to be
able to capture 35%
of their audience on a consistent basis. This means of the 3,887
Adult Undergrads

they should be able to reach and retain 1,360 of them. Gaining
an additional 10% of
the population will help the network and community grow. 10%
increase would be an
additional 388 Adult Students to reach and have on the
database. It will also provide
great insights for the office to help strategize. Lastly, it will
help an additional 10% of
students who may not have known they could be receiving such
help. Again this
office does not directly recruit students to DePaul. The most
they can do is help create
a desirable environment for the students already enrolled, so by
increasing that reach
10% the affects can foster that environment.
VI. The
Solution
to reach the Goal
In order to hit 35% of the Adult Student Body and gain their

loyalty to the Office
there are various steps that must be taken. In order to execute a
marketing goal of this
caliber the office must go back to the basics and build up. This
plan is entirely
focused on retention of students. The Steps are fairly clear:
1. Focus Groups
2. Awareness Campaign
3. Restructuring of Programs
4. Execution of Events
5. Data Collection and Strategy
The first step is based in focus groups. In the constantly
changing environment of
communication it is important to use valid consumer insights.

The DePaul University
currently uses very outdated consumer insights based on invalid
data. Therefore to
begin a revamp of the marketing tasks it is essential to gather
new qualitative and
quantitative data. This will be done by conducting focus groups
to have discussion on
communication and collect insights on the best ways to
communicate. These would
be gaged through 5 basic questions:
Who do you want communicating to you?
Comment [sk6]: Good these benchmarks and
goals are numeric, measurable.
Comment [sk7]: This is the Plan, not rehash of
facts from earlier…..

9
What do you want to be communicated?
Where do you wish to be reached?
How often do you wish to be reached?
When is the best time to reach you?
Once these parameters have been addressed it would also be
beneficial to gain
insights on the behavior of the target audience. What their
interests, hobbies, etc. are.
These types of answers will help the department gain a better
understanding of their
students and help them create content that is relevant. There
would have to be

multiple focus groups each dedicated to a specific population of
students. These
students would have to be pulled at random from a large pool of
quality candidates.
They would have to be held in small groups to avoid group
think and ensure original
results. These insights would have to be documented and then
shared with the
directors to plan a new strategy.
The next step is an awareness campaign. This campaign will use
aspects of guerilla
marketing to spread the word of the Office and their goals. The
way this will be
communicated would be a use of the insights gained from the
focus groups. For
example let’s say that the Population preferred email
newsletters from the office

twice a week with content about upcoming events and school
news. Then the
campaign would highlight and create buzz about how these new
newsletters will be
released. The key will be to create a new brand image showing
that the office is
invested in created a personable experience for all Adult
Students. This would be a
multi-channel campaign with presence online as well as
physical ads and personal
selling. This Campaign will feature hashtags like
#WeKnowAdultStudents to
highlight the research done to revamp the strategy. The
following step will then be to
actually re-approach the strategy.
The third step is the restructuring of programs by the DePaul

Office. This means that
using the insights the success of the awareness campaign the
office will now roll out
their programs featuring a revamped communication/ marketing
strategy. Now that
they have been re-strategized, they are much more appealing
and digestible for the
target audience and they will be more likely to engage. They
will take a close look at
all the services and programs and make sure they all fit into the
new strategy based
upon the insights. It would be very possible that some programs
do not. For example,
they may learn that twice a week meetings are not desirable and
once a month
meetings are the optimal option. So it will be about adjusting all
of the offerings of

the office to fit the strategy and marketing goal, which
ultimately is to increase
penetration to 35% of the adult student body.
Comment [sk8]: Research design is good, but
not the plan.
10
The fourth step is actually running these programs and events.
Once everything is
restricted and augmented to fit the right strategy, it is ready to
be rolled out. This step
will be the timely execution of the offerings of the office. Adult
Students are
prompted to enroll in the Database at events. They can register
for these events

through orgsync or other DePaul friendly services. Once these
are executed the Adult
students will be able to directly engage with the brand. This
will gain their trust and
show them the quality services that they can gain. This
execution will entitle all of the
promotional mix. Product and pricing do not directly apply
since the Product has been
optimized in the previous step and there is no price for these
services. However
Distribution and promotion will be essential factors to draw in
the additional 10% of
the Adult Student body.
The final step is data collection and analytics. This step will
ensure that the efforts
being implemented on the new strategy are heading in the right

direction. This can be
done through post service surveys to be filled out by those
consumers who have used
offerings. Once real time effects of the new strategy are
collected they can be logged
and analyzed. Those analytics will be essential to tracking how
well the new strategy
is working and will help guide any changes that must be made.
Measurable results
will be key to reach a 10% increase in penetration. This step
involves constant
tracking evaluation of success. Therefore it must be very clear
to the entire
department what the goals are and how they will be reached.
Once this step becomes
regular, the others can follow in a 2-3 year cycle. These will
ensure quality results

from well-planned strategy. This plan will create an agenda on
how exactly to attract
students to the Office of Adult Students. Various research
tactics can be implemented
but at the end of the day the answer is consumer research. In
order to build a strong
following the Office has to invest in educating itself on the
students it is chasing.
These insights are essential to the survival of this program.
Comment [sk9]: Finally, got to fairly extensive
steps for your plan. Not perfect, but great start.

11
VII. Reference Page
1. Aslanian, Carol. "Adult Learner Enrollment Management."
Education
Dynamics. Aslanian Market Research, 16 July 2013. Web. 28
May 2014.
2. Baum, Sandy. "Trends in Higher Education." Trends in
Higher Education.
The College Board, 2014. Web. 24 Apr. 2014.
<https://trends.collegeboard.org/>.

3. Bidwell, Allie. "Rise in Tuition." US News. U.S.News &
World Report, 24
Oct. 2013. Web. 24 Apr. 2014.
<http://www.usnews.com/news/articles/2013/10/24/the-rise-in-
tuition-is-
slowing-but-college-still-costs-more>.
4. DePaul. "DePaul University." DePaul University. DePaul
University, 2014.
Web. 30 Apr. 2014.
<http://www.depaul.edu/Pages/default.aspx>.
5. “Investigating the Influence of Standards: A Framework for
Research in
Mathematics, Science, and Technology Education."
Investigating the

Influence of Standards: A Framework for Research in
Mathematics, Science,
and Technology Education. The National Academies, 2001.
Web. 30 Apr.
2014.
<http://www.nap.edu/openbook.php?record_id=10023&page=71
>.
6. Mitra, Sramana. "The Future of Education: 10 Trends To
Watch." The
Huffington Post. TheHuffingtonPost.com, 17 Jan. 2014. Web.
24 Apr. 2014.
<http://www.huffingtonpost.com/sramana-mitra/the-future-of-
education-
1_b_4617335.html>.
7. “Public Resources." Institutional Research & Market

Analytics. Trans. James
Stewart. DePaul University, 2014. Web. 04 June 2014.
8. Riedel, Chris. "THE Journal." 10 Major Technology Trends
in Education --.
Ed-Tech Group, 03 Feb. 2014. Web. 24 Apr. 2014.
<http://thejournal.com/articles/2014/02/03/10-major-
technology-trends-in-
education.aspx>.
12
9. Silber, Jeffrey. "EIA - Education Industry Association."
Industry Trends/Data.

Education Industry Association, 21 Aug. 2012. Web. 30 Apr.
2014.
<http://www.educationindustry.org/industry-trends-data>.
10. Stewart, James. "Adult, Veteran and Commuter Student
Services - Welcome."
Adult, Veteran and Commuter Student Services - Welcome.
DePaul
University, 1 Jan. 2014. Web. 24 Apr. 2014.
<http://studentaffairs.depaul.edu/adultstudentservices/>.

Comment [sk10]: Very nice job on researching
the industry and issues.
13
Exhibits (Figures)
Exhibit A – Divisional Chart

Source: DePaul Student Affairs
14
Exhibit B
DePaul Adult Student Statistics

Exhibit C??
Comment [sk11]: This information should really
be helpful in developing plan to get to the specific
students.
15

16
Exhibit C
Help offered to the students at hours of convenience
Source: Adult Student Media

17
Exhibit D
Examples of Posters used to promote events
Source: Adult Student Media
18

19
Exhibit E
Online Presence of the Office

Source: Adult Student Facebook page
20
Exhibit F
SWOT Chart
Source: Adult Student Affairs Communications

Strengths
Michael
Cityspade Company
Sales Department

Ren
77368049850
[email protected]
4/30/20
.
No Exhibits? Maps of where your apartments are in Chicago?
What schools you work with. Do you work with agents in
China?
Please review this for grammar and word usage errors. You
want your best English on these.
Grade 85
I. Background
Introduction to the Cityspade
Cityspade is a professional real estate service company. Mainly
engaged in real estate rental agents, the main customers are in
the United States or will soon come to the United States
students, office workers who are Chinese. its just Chinese

students. The company pursues to help international students.
The company currently has offices in New York, Boston,
Chicago, Philadelphia, Houston, and Los Angeles, and plans to
expand across the country. The company in good faith, customer
first purpose and fair, professional service concept, to provide
customers with perfect, thoughtful, intimate, assured
service.cumbersome sentence, grammar
Cityspade continues to uphold the corporate purpose of "making
it easier to buy and sell houses", continues to maintain a keen
industry sense of smell and a high degree of service concept,
and constantly adjusts the structure to adapt to the new industry
pattern and development trend, maximizes the branding and
specialization of services, and provides customers with high-
quality, and satisfactory service experience. At present,
Cityspade cooperates with many companies, such as moving
companies, home furnishing companies, construction
companies, automobile dealers, law firms, etc., to provide a
one-stop service for customers. What offices in the Universities
do you work with and how?The professionalism of Cityspade
itself is also indisputable, providing customers with reliable
housing information.
II. Environments Affecting Real Estate
A. Real estate agents are a huge market, especially in the United

States, where most people rent primarily. According to the
latest report jointly released by RentCafe, a rental platform, and
Yardi Matrix ( R.1 (just #1)). A real estate research and
information service, and the average rent of houses in 252 cities
in the United States rose 3.1 percent year on year. Doug
Ressler, a division manager at Yardi Matrix, a business think
tank, gives a mixed picture: America's housing market has been
changing over the past decade, and is influenced by significant
demographic trends. Trends vary from market to market and are
influenced by trends in population aging, population growth,
migration, and homeownership. Of course, the U.S. and local
economies are also key factors affecting the housing market,
including the federal reserve's monetary policy and the level of
capital markets.
B. On 28 February, the world health organization (WHO) issued
its highest-level warning against a novel coronavirus defense,
with many countries already closing their borders and
restricting travel (R.2(2)). On March 3, the federal reserve
responded to the evolving risks posed by novel coronavirus by
cutting interest rates sharply by 50 basis points, but the future
direction of the U.S. economy remains uncertain (R3).
Inevitably, the outbreak and prevention and control of novel
coronavirus will cause a certain impact on all walks of life in
the United States, and from the short and long term analysis, the

United States real estate market will be affected. The U.S.
service industry was the first to feel the impact of the novel
coronavirus outbreak. The corresponding retail properties in
real estate, including restaurants, shops, cinemas, shopping
centers, etc., will inevitably suffer a decline in rental income.
1) As a result of the rent of retail property in the United States,
the method of guaranteed rent + revenue sharing is usually
adopted. When the leasing business is not ideal, the property
owner cannot receive the profit-sharing of the operating income
of the store, but still has the income of guaranteed rent. This
approach also protects tenants, allowing them to maintain only
guaranteed rents during the outbreak and reducing cash flow
pressure. When the new coronavirus is contained, the retail
market will recover quickly and probably surpass previous
levels.
2) Currently, novel coronavirus infection has spread globally in
addition to China and is still expanding. To reduce the risk of
cross-infection, leisure, and business travel around the world
have been sharply reduced. The United States suspended flights
to and from China in January and has recently begun reducing
flights to and from hard-hit areas. But it is clear, the hotel
industry will be badly hit. Hotel property usually belongs to the

type of high risk and high yield in the real estate industry, and
whether the hotel is profitable, the focus is on the management
and operation. Under the impact of the outbreak, some badly run
hotel properties cannot be sustained, had to be restructured or
sold off. Therefore, the income of hotel investors may be
polarized, some people lose money to leave the market, and
some people get quality assets.
3) The homeownership rate in the United States is about 65
percent, with the remaining 35 percent typically choosing to
live in long-rented condos, which are less affected by a black
swan event such as a novel coronavirus (R.4). Americans try to
avoid moving during the outbreak, so they often renew their
leases if they expire. As a result, rental yields are stable for
long-lived apartment investors. Since the leases on long-rented
apartments are usually one year, there will be no mass
relocations even after the outbreak is over, and the long-rented
market is stable.
C. In the Internet era, with the help of the Internet to transform
the model of intermediary rental, the way of housing rental is
constantly changing, more in line with the development of The
Times. More and more consumers through the Internet real
estate information service platform for understanding,

preliminary housing, communication, and transaction. From the
simple flow and customer acquisition to the entire
communication and transaction process online, the Internet real
estate service platform is the more and more in-depth
implementation of the "industrial Internet", has become a
highlight of the development of the industry. So that people can
understand the housing market more quickly, more accurate
location of housing, in order to avoid excessive energy. Rent a
house through an intermediary, the tenant needs to rent a house
to inform the intermediary, the intermediary found a suitable
housing source and then with the tenant, the landlord about to
see the house, generally rent a satisfied house to repeat this
process for many times, the real estate intermediary to see the
house on average 20 times a single transaction, very low
efficiency so that the landlord and the tenant wasted a lot of
energy. Through the intermediary renting, the information of
the landlord is updated slowly, and the information
communication between the tenant and the landlord is lack,
which often leads to the difference between the room the tenant
sees and the introduction of the intermediary company, which
delays the tenant's time. In addition to the problems we
mentioned above, there will be a variety of other troubles in the
process of renting a house, the house problems cannot be a
timely and effective solution; most of the tenants did not clearly
define their rights and obligations before renting, and they did

not read the rental contract carefully, and only found that the
contract could not protect them after problems occurred. Before
the deposit is generally not back when the contract expires the
intermediary will find a variety of reasons to return less or do
not return the deposit and so on. moreover, real estate has very
strong local properties and complexity, it is difficult to
complete the transaction without offline service. Visible, use
the Internet to transform housing rental, need more time.
1) Now, the success of renting out unmediated homes belongs to
Airbnb. Renters contact hosts directly through the Airbnb
platform, which saves time between renters and hosts without
the need for a third party. Airbnb, a Shared accommodation
platform, builds a bilateral market transaction platform through
the Internet to effectively integrate idle housing resources,
reduce information asymmetry and search costs, and improve
the matching efficiency of hosts and guests. Airbnb didn't just
change people's perception of renting, it changed the industry.
2) The epidemic situation has accelerated the application
innovation of the industry, and the experience of VR house
viewing has been improved. In the future, AR+ big data will be
combined, the information will be highly efficient and
transparent, and the online speed of the industry will…explain a
little more… be accelerated. With the advent of the 5G era, the

real estate industry and the Internet accelerate the development
and the user experience is improved. At present, AR technology
is becoming increasingly mature, and the data is friendly to real
scene interaction. The tenant only needs to wear AR eyes and
other hardware devices to freely access the apartment
information. With the improvement of the data platform, people
can obtain the information of surrounding apartments and real
scenes anytime and anywhere, which makes the information
more transparent and promotes the further stable development
of the industry market.
D. With the continuous development of the economy, capital
flows in various places. In the past few years, the city centers of
big cities have been building apartments to house the huge
influx of job-seekers. But prices are also rising in the city
center. Housing intermediary also ushered in the climax of
development here. But because rents are high, high-end housing
is saturated. Many low-income people have a hard time finding
a home they can afford. Where house prices are low, incomes
are correspondingly low. The rental housing market is still in
great demand.
E. On the policy side, more affordable apartments should be
built to ease the housing shortage. The adjustment of federal,
state, and local policies can relieve market pressure to some

extent. According to different geographical locations, the policy
needs to adapt to local conditions. With the policy of each
place, the house rent company can adjust strategy according to
the different policies at any time, keep up with the pace of the
market.
F. The future of real estate agents will gradually evolve into
real estate enterprises. With the development of the Internet,
p2p and o2o are connected in parallel and in series. Formed an
information network for exchanging needed goods. As human
initiative becomes more and more active in the online world,
people start to ignore mediators, simplify procedures, optimize
resources, and go straight to the goal. The declining information
asymmetry advantage of real estate agents means the decline of
the model of information profit, which is also the reason why
many small real estate agents go bankrupt. For big real estate
agents, that means profits are shrinking, and costs for
businesses are rising. In this case, the whole estate agency will
eventually usher in winter. Although real estate intermediaries
cannot develop real estate alone but can use their own capital,
relations, information, services, and other advantages. Real
estate agents can work with real estate developers.
G. Covid – 19 impact was worked into the discussion above,
good.

III. Target of Cityspade Marketing
A. In November 2016, the Institute of International Education
released its 2016 Open Doors report. In the 2015-16 academic
year, the number of students studying at colleges and
universities in the United States surpassed the 1 million mark
for the first time, reaching nearly 1,044,000, up 7 percent from
2014-15, and accounting for 5 percent of all U.S. students, the
report said (R.5). Cityspade is aiming at the overseas student’s
market, continuously expanding its strength and realizing the
American chain. Cityspade was established with 2014. Since
entering the rental market for the 2014-2016 year, the total
rental transaction has reached 32 million U.S. dollars. The total
rental transaction iswas expected to reach $ 100 million by the
end of 2018. Cityspade works with 365 rental apartments, Until
the second quarter of 2017, more than 2,000 customers have
accumulated. Some of this is about the general rental market.
What size is the international student market and what countries
are you focusing on??? Do you work thru agents overseas or
direct to the student/family? More clarity in who you work with
the guide them here. How is the university involved?
B. Cityspade works with 365 rental apartments. And actively
expand the company's operation projects, for example, in order
to facilitate the life of studying abroad, the company cooperated

with a number of cleaning companies…explain… to achieve
seamless connection with tenants. Clean the room for the tenant
before the tenant moves in, and the tenant can use the cleaning
company for a long time with a discount. Cityspade offers a free
24-hour consultation service. If the tenant encounters any
relevant problems, Cityspade will help the tenant to solve them
in a timely manner. When international students come to the
United States alone, they encounter all kinds of
problems…should probably start with this…. Most international
students will live with students from the same school, but there
will be conflicts and conflicts. Students go through Cityspade,
such as changing houses, mediating conflicts, and other
problems.
C. Cityspade works with schools to help international students
find roommates quickly. Currently, the number of schools
cooperating with Cityspade reaches 14, what schools in
Chicago, identify them…what office do you work with???and
Citypade Marketing Department is actively expanding the
project. The Marketing Department is also planning different
activities, such as summer boat Tours, winter skiing and so on.
In these activities, we will expand the influence of Cityspade
and let more universities know about Cityspade. On the other
hand, also strengthened the old customer relations.

D. International students generally rent a house, will sign a one-
year contract. In the second year, the students basically got to
know the local apartments and found better friends.
International students will move to other apartments, and some
will even move every six months. In order to provide better
services for the tenants, Cityspade cooperates with many honest
moving companies. Help international students, save time for
international students. Cityspade hopes to create a comfortable
life for overseas students.
E. Considering the actual situation of some universities,
Cityspade also offers overseas students to buy and sell cars.
Some universities are in small cities. International students live
in university dormitories far from supermarkets. As a result, the
life of international students is very inconvenient. Cityspade
strives to find dealers with integrity and codes. Provide a safe
and reliable car service for international students.
F. Apartments in the United States generally do not provide a
home. So when international students just moved into the
apartment, the need to buy in advance the main household, bed,
mattress, and some bedding. Some Chinese students, especially
girls, need hot water. So some essential household items need to
be purchased in advance. In order to help international students,
solve this big problem, Cityspade has been cooperating with

home furnace sellers through various ways such as searching,
online screening, bidding, and cooperation since 2017. To solve
the major problems of international students' life in the United
States.
G. When international students come to the United States alone,
they encounter problems and don't know how to deal with them,
especially some extreme problems about the law. Cityspade
takes care of international students by working with
experienced lawyers. To provide more professional services for
international students, to avoid international students because of
some minor problems caused by big trouble. The most common
problem is that some international students sublet apartments
while other tenants destroy the facilities. The student
himself/herself should pay for the repair. Because some
apartments are newly built or renovated, the facilities are more
expensive than international students can afford. These
problems require professional personnel to provide services for
international students.
IV. SWOT Analysis
Separate the sections S W O T, use headings..
A. Through the data-driven real estate service platform of the
whole value chain, we strive to provide a more secure and high-
quality real estate transaction service for international students.

Since 2017cityspade began to pay attention to corporate culture,
long-term goals, value orientation, strategy, and so on. In the
development of Cityspade in the past few years, the service
attitude and service quality will be improved again. With the
continuous progress of science and technology, almost
everything is in the process of digitization. More and more
enterprises are committed to the digitization and on-line service
process, which not only creates the image of science and
technology enterprises and improves the efficiency of business
operation, but also relates to the more essential core of
enterprise life -- service quality. In this process, Cityspade is
constantly updating its services, aiming to win the competition.
In fact, the service, which is an enterprise's core
competitiveness and the future development of the most overall,
the most comprehensive, the most essential reflection. While
serving our customers, we also gain value and take care of our
self-defined mission and values. With the continuous upgrading
of Cityspade, there has been outstanding progress in this aspect
In the past few years, Cityspade has continuously improved its
digital system. At present, it provides a 24-hour free
consultation service. For some special short periods, AR will
answer frequently asked questions from renters online.
Cityspade has also realized real-time information updates with
cleaning companies, moving companies, and home furnishing
companies. Through high-tech, data, shorten the time of mutual

communication, and improve the accuracy of service. Cityspade
will eventually save renters more time. Since 2018, Cityspade
has been actively communicating and cooperating with Banks
for the convenience of future students in the United States.
Cityspde will make online payments available. Some
international students can pay their rent in China on time to
avoid paying high fines for missing the time. Due to the new
coronavirus outbreak since February. Cityspade has also made
an aggressive system upgrade strategy to achieve real home
viewing. On the other hand, Cityspade recently launched a
service to help international students find roommates. To help
international students reduce the cost of living in the United
States, Cityspade continues to work hard to realize its value.
And Cityspade captures every detail to improve the quality of
life for international students in the United States.Not a true
SWOT anaylsis…
V. A Statement of the Benchmark and Marketing Goal
A. Cityspade aims to build a comprehensive service platform for
international students by enriching its services without efforts.
Of course, Cityspade is still a young enterprise, with many
services that require constant specialization. In the long run,
Cityspade's sales be specific , growth from ….? growth target
is set at 5%, not much different from 2019. Due to the impact of

the new coronavirus and the reduction of the target growth rate
in 2020, Cityspade will improve the quality of the specific
quantity. With the accumulation of uncertainty in the current
market, real estate agents must develop steadily if they want to
survive better.
VI. The

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