Marketing staff are expected to communicate a wealth of information to a wide variety of stakeholders. They are asked to convey the benefits of on-campus housing in an increasingly competitive market and provide vital information that will enhance the student experience.
Even while communication becomes more and more digital, housing departments continue to utilize a number of different ways to communicate with students and other audiences. The following are just some of the available options that can be submitted to the repository. When considering the intended information and audience, the media can be as important as the message.
- Website
- Social media
- Text messages
- Videos
- Mobile apps
- Digital message boards
- Newsletters (digital and printed)
- Printed materials (e.g., brochures, reports, fact sheets, etc.)
- Posters
- Large format graphics (e.g., wayfinding, lobby displays, etc.)
- Specialty materials (e.g., t-shirts, giveaways, promotional items, etc.)
- Overall campaigns (e.g., RA and student staff recruitment, room renewal and selection, health and safety issues such as alcohol awareness or a campus ride program, etc.)
Areas of Focus
While the marketing staff are asked to deliver a great deal of information, however, they often are not the ones with whom the information originates. To that end, it is important that marketing staff understand what information is most valuable to external audiences (e.g., students, parents) and internal audiences (e.g., campus administrators, other department leaders, staff). In addition, they must understand where they can find the information and data they require to best communicate their intended messages.
The following is a list of broad topics that housing marketers may be responsible for as well as related topics and examples. The repository will look to collect examples that represent this wide range. In addition, again recognizing that each campus is unique, this list can serve as an introductory checklist for housing departments to use when compiling a website audit or communication calendar to ensure that the necessary information is available.
Internal Communications
- Assessment reports including key performance indicators
- Student resident grade point averages
- Student resident retention
- Student satisfaction
- Student program engagement
Marketing Campaigns
- Multi-staged promotional efforts, perhaps created in cooperation with admissions or other departments, that utilize:
- Student testimonials
- Photos
- Videos
Facilities
- Room and hall amenities
- Virtual Floor Plans
- 3-D renderings
- Room measurements
- Maintenance work request process
Operations
- Hall rates
- Deposit and payment deadlines
- Move-In / move-out schedule
- Furniture, appliances, and items provided in halls and rooms
- Suggestions of items for students to bring
- Links to partners for products and services
Residential Educational Opportunities
- Residential colleges
- Living-learning community descriptions
- Faculty-in-residence programs
- Tutoring and other student services
Student Life
- Hall programs
- Student staffing opportunities
- Student groups and leadership opportunities
- Mediation resources
- Roommate agreements
- Links to campus resources (e.g., counseling center, medical center, etc.)
Policies and Procedures
- Visitor guidelines
- Safety and security guidelines
- Diversity and inclusion initiatives
- Pets and emotional support animal policies
Related Services
- Off-campus housing partnerships
- Dining
- Parking
- Mail and packages
- Sustainability
Miscellaneous
- Staff directory
- News updates (e.g., construction process, schedule changes)