Target Market Profile

TARGET MARKET PROFILE
Company
FAMU HOUSING
POSITIONING STATEMENT
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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.
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“Revitalized Traditional Rattler Living”
DEMOGRAPHIC INFORMATION
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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
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COMMUNITY FEATURES
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Accepts Electronic Payments
Electronic Access
Elevators
Two Computer Labs Equipped
With Twenty Computers Each
Community Room On Each
Floor
Study Room On Each Floor
Courtyard
Wheelchair Accessible
Electronic Messaging Board
On Each Floor
Emergency Stand-by
Generator
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Game Day Lounge With Three
80” Inch Televisions
Health Clinic Office
Laundry Facilities With
Modern and Efficient
Equipment On Multiple Floors
Live-in Resident Directors and
Resident Assistants
Multi-purpose Room
Security Office
Paved Parking Lot
Surveillance Cameras –
Interior
Surveillance Cameras –
Exterior
View Of Football Stadium
WHO ARE WE LOOKING FOR?
1.
Freshmen (Priority Assignment)
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
a.
WHO ARE WE LOOKING FOR?
2.
Scholarship Recipients (Priority Assignment)
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
a.
WHO ARE WE LOOKING FOR?
3.
Florida Prepaid (Priority Assignment)
a.
b.
c.
d.
e.
Close to the Student Center which houses the bookstore, copy
center, Rattler card office and primary dining facility
Private living quarters with shared bath for 2 residents
Within walking distance of primary classrooms and university
library*
In-House Security Headquarters
On-Site Health Clinic and Counseling Center
WHO ARE WE LOOKING FOR?
4.
Upper Classmen
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*
a.
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*School of Journalism and Graphic Communications, School Business and Industry, College of Education, College
of Arts and Sciences
FLOOR PLAN AND PRICING
Bedroom – Two
Person Suite
Bathroom
Rate Fall 2014 – Spring 2015
Semesters
Single Bedroom –One
Resident
Shared – Two
Residents
$3,458.00
COMPANY NAME: FAMU
COMPANY TARGET: FIRST TIME IN COLLEGE,
FEMALE, AGE 17-25, HIGH SCHOOL/GED OR
SOME COLLEGE EDUCATED.
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Name: *Stacia McMillian
Age: 18
Gender: Female
Attributes: Oldest of 3 children; loves sports;
cheerleader
Attitudes: Extrovert, analytical, Caring, Competitive
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Think & Feel:
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Hear:
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SAMPLE PROFILE
Cheerleader conversations with friends.
Constant whistle blows from practice.
See:
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Can’t wait to start her college career.
Concerned with what she wears.
The same billboards on the ride to and from home.
Poverty all around her.
Say & Do:
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Jogs with music every chance she gets.
Always finds a way to help others daily.
STACIA MCMILLIAN – THE CRUSADER/RESCUER
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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
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Social media
 Facebook,
Twitter & Instagram
University Web Page
 Post Cards
 Campus Bulletins
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 Electronic,
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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.