TARGET MARKET PROFILE - FAMU HOUSING Company

TARGET MARKET PROFILE

Company
FAMU HOUSING

POSITIONING STATEMENT

   For the desired target audience, our newly
    constructed 800 bed suite-style facility provides
    important, traditional amenities that provides an
    enjoyable on-campus living experience.

           “Revitalized Traditional Rattler Living”

DEMOGRAPHIC INFORMATION
   Age range: 17-25
   Gender: Male and Female
   Geographical location: United States
   Level of Education: High School diploma or GED; some college
   Occupation: Student
   Family structure: Single Student

LIFESTYLE AND HOBBIES

The theme throughout this
residential facility will be
one of where Social
Discovery aides in
Scholastic Achievement.

With the many study and
computer labs located
throughout the facility,
students will be able to
interact socially while
staying on top of their
academic game.

MORALS AND VALUES

University Housing provides students an
opportunity to experience community living and
social relationships that will enhance their
productivity in the world beyond the campus.
Through on campus living, the University strives to
provide an atmosphere where students may learn
and effectively pursue their academic and personal
goals.

FEATURES AND AMENITIES

 Personal Keyed Entry Locks
 Air Conditioning and Heating

 Cable Television

 Fully Furnished

 Tiled Floor

 Private Window

 Wireless Internet Access

COMMUNITY FEATURES
   Accepts Electronic Payments      Game Day Lounge With Three
   Electronic Access                 80” Inch Televisions
   Elevators                        Health Clinic Office
   Two Computer Labs Equipped       Laundry Facilities With
    With Twenty Computers Each        Modern and Efficient
   Community Room On Each            Equipment On Multiple Floors
    Floor                            Live-in Resident Directors and
   Study Room On Each Floor          Resident Assistants
   Courtyard                        Multi-purpose Room
   Wheelchair Accessible            Security Office
   Electronic Messaging Board       Paved Parking Lot
    On Each Floor                    Surveillance Cameras –
   Emergency Stand-by                Interior
    Generator                        Surveillance Cameras –
                                      Exterior
                                     View Of Football Stadium

WHO ARE WE LOOKING FOR?

1.   Freshmen (Priority Assignment)
     a. Close to the Student Center which houses the
        bookstore, copy center, Rattler card office and
        primary dining facility
     b. Private living quarters with shared bath for 2 residents
     c. Within walking distance of primary classrooms and
        university library*
     d. In-House Security Headquarters
     e. On-Site Health Clinic and Counseling Center

WHO ARE WE LOOKING FOR?

2.   Scholarship Recipients (Priority Assignment)
     a. In house study and computer labs
     b. Close to the Student Center which houses the
        bookstore, copy center, Rattler card office and
        primary dining facility

WHO ARE WE LOOKING FOR?

3.   Florida Prepaid (Priority Assignment)
     a.   Close to the Student Center which houses the bookstore, copy
          center, Rattler card office and primary dining facility
     b.   Private living quarters with shared bath for 2 residents
     c.   Within walking distance of primary classrooms and university
          library*
     d.   In-House Security Headquarters
     e.   On-Site Health Clinic and Counseling Center

WHO ARE WE LOOKING FOR?

4.   Upper Classmen
     a. Parking lot of 200 spaces not accessible by first year
        students, commuter or Booster club
     b. Private living quarters with shared bath for 2 residents
     c. Within walking distance of primary classrooms and
        university library*
         *School of Journalism and Graphic Communications, School Business and Industry, College of Education, College
          of Arts and Sciences

FLOOR PLAN AND PRICING

  Bedroom – Two         Bathroom       Rate Fall 2014 – Spring 2015
  Person Suite                         Semesters

  Single Bedroom –One   Shared – Two   $3,458.00
  Resident              Residents

COMPANY NAME: FAMU
                                            Name: *Stacia McMillian
COMPANY TARGET: FIRST TIME IN COLLEGE,      Age: 18
FEMALE, AGE 17-25, HIGH SCHOOL/GED OR       Gender: Female
SOME COLLEGE EDUCATED.                      Attributes: Oldest of 3 children; loves sports;
                                             cheerleader
                                            Attitudes: Extrovert, analytical, Caring, Competitive

                                            Think & Feel:
                                                   Can’t wait to start her college career.
                                                   Concerned with what she wears.

                                            Hear:
                                                   Cheerleader conversations with friends.
                                                   Constant whistle blows from practice.

                                            See:
                                                   The same billboards on the ride to and from home.
                                                   Poverty all around her.

                                            Say & Do:
                                                    Jogs with music every chance she gets.
SAMPLE PROFILE
                                              
                                                   Always finds a way to help others daily.

STACIA MCMILLIAN – THE CRUSADER/RESCUER

   Stacia McMillian is an 18-year old single, female high school
    graduate. She’s Internet savvy with aspirations to be a nurse.
    She graduated with a 3.0 GPA and was a part of her high
    school cheerleading team. She lives in a middle-class
    neighborhood in a two-story home with both parents and 2
    younger siblings. She is the oldest of her siblings and first to go
    to college in her family. She’s a part-time worker at McDonalds
    making $1700/year. She jogs 3 times a week to keep herself in
    shape for her high school cheerleading team. She loves to hang
    out with close friends, modeling, and helping people. Her
    dream is to become Director of Nursing at a hospital in her
    hometown.

THE APPROACH

   Social media
     Facebook,     Twitter & Instagram
 University Web Page
 Post Cards

 Campus Bulletins
     Electronic,   Bus Stations, Buildings
   The FAMUAN
     Full   page ad

THANK YOU
The student in the Sample Profile is Krystal D. Smith, a 4th year
Public Relations Student from Quincy, FL. She has authorized
University Housing to use her image for the purposes of this
marketing profile.

This presentation was created in collaboration with Florida A and
M University Students-At-Large and the University Housing Office.