Course 2. Spring 2010
Title:
Marketing Strategies to Increase Bed Counts in a Down Economy (Webinar)
Date/Time:
2/24/10, 1:00 – 2:15 p.m. eastern time
Cost:
ACPA Members - $150
ACPA Student Members - $75
Non-ACPA Members - $175
Instructor:
Tonie Miyamoto, Director of Communications for Housing & Dining Services, Colorado State University
Description:
For many campuses the down economy has resulted in lower occupancy, tougher off-campus competition, and fewer marketing dollars to entice students.
This webinar will explore targeted marketing strategies to develop effective recruitment or room renewal campaigns, that reach a tech-savvy and amenities-craving student population (and their persuasive parents), on a limited advertising budget.
Who Should Attend:
What do you do if you do not fill your housing bed spaces? This program will benefit all individuals who are responsible for planning and/or executing a recruitment or room renewal campaign including marketing practitioners, assignment specialists and residence life staff.
Course Outline:
1. Overview of current market challenges
2. Selling the on campus experience
3. Marketing the extras
a. Amenities
b. Customer service
c. Payment plans
4. Using social media as a marketing tool
a. Plan? What plan?
b. How do you maintain this new-fangled wonder?
5 Parents: the other primary audience
a. Selling the real value of living on campus
b. Swag
c. Students aren't the only ones on Facebook
6. Pulling it all together in a creative and innovative marketing campaign
a. One page to rule them all
7. Q&A
Learning Outcomes:
Upon completion of this course, participants will be able to:
- Identify effective marketing strategies to increase occupancy
- Develop strategies to utilize social media in marketing efforts
Create a targeted room renewal or recruitment marketing campaign
Participant Expectations:
During the webinar, participants will be asked to take part in discussions and ask questions through the online chat feature.
Instructor Bios:
Tonie Miyamoto - is the Director of Communications for Housing & Dining Services at Colorado State University. She leads an integrated communications office that oversees marketing, public relations, media relations, web communications, social media, and special events for a live-in population of 6,000 students. Tonie is actively involved in ACUHO-I and is currently serving as the Education and Resources Chair for the Marketing and Communications Committee. She holds a B.S. in Journalism from the University of Wyoming and an M.S. in Technical Communications with an emphasis in Public Relations from Colorado State University.
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