Talking Stick - January/February 2015 - 41

websites, and postcards - they all featured
things. There were pictures of empty
couches, a bowl filled with doodads,
etc. There were no pictures of people.
And so we started having some tough
conversations about how we weren't
marketing a product; we needed to market
an experience. Amenities are great. We
know, though, that it's the friends that
create the community and define the
experience.

Tara Adams
Assistant Director, Housing Operations
Southern Polytechnic State University
Marietta, Georgia
Marketing is more than a logo. Marketing
means having a buy-in in what you are
offering. It's sales from beginning to
end: from planning to implementation.
Therefore it is important to understand
the services that you are offering. It takes
buy-in from the entire team on many
different levels and in many different
departments and areas. It's especially
important for housing and residence life
staff to champion one another, as we bring
so many different levels of experience
and expertise to the table, and to use our
resources to bring in buy-in from others.

investing in staff to get involved earlier
in their process. This ultimately saves
my time and their time, reducing the
number of times design has to be
changed."
It's also important to note that a
university's or department's brand
goes beyond the fonts and colors used.
A successful brand reinforces the
tangible and intangible elements that
the department wants to represent.
As Jon Shaffer, the director of
university housing at Southern Illinois
University Carbondale, describes it,
the marketing team "puts the graphic
representation on what we're trying
to achieve, the changes we're trying
to make, and the direction of both
the university and the department. I
convey the vision and direction of the
department to the marketing director
through regular conversations."

B

eyond the brand,
the marketing and
communications team is
instrumental in continually
producing content, or stories, that
will reinforce its identity, products,
and services. Shaping this message,
and determining how to transmit it,
is a marketing task, but it is not done
within a vacuum. The client, as it
were - be it the assignments team,
conference planners, and the like -
are collaborators in this process, with
each side playing an important role.
Rutherford describes the dance as,
"You [the other staff members] are
immersed in what you do. And you're
great at it. But whether it's a sign,
event, facilities project, or a media
relations issue, what we [marketing

professionals] can do is step back from
the project and take a fresh look at it
through a different lens. We can help
make sure your messaging is clear
and you're communicating what you
want to communicate to your intended
audience. We can also give you ideas
that will help you get more out of your
message."
Repetition is an important part
of conveying information. This
repetition of message is called
"effective frequency," and it describes
how a message has to saturate the
individual's consciousness so that
the brand retains the strongest visual
and emotional image. Research is
inconclusive about the exact number
of times someone needs to see an
advertisement - some say three times,
and others state twenty. Regardless,
there are an optimal number of times
a message can be repeated before the
ad is considered wasteful. This is one
of the primary reasons that marketing
departments are beneficial for campus
housing organizations. Effective
marketing professionals will conduct
market research, develop a marketing
plan, implement the plan, and
evaluate the plan so that the marketing
efforts are delivering the greatest value
for each dollar spent.
To this end, marketing
professionals also must stay apprised
of changes in the marketplace. One
example is the use of social media.
There is no question that the explosion
of Facebook, Twitter, YouTube, and the
like have changed marketing. Social
media strategist Marisa Peacock points
out that "81 percent of consumers say
social media posts by their friends

"WE CAN HElP MAKE SURE YOUR MESSAgINg
IS ClEAR AND YOU'RE COMMUNICATINg
WHAT YOU WANT TO COMMUNICATE TO YOUR
INTENDED AUDIENCE."
JANUARY + FEBRUARY 2015

41



Talking Stick - January/February 2015

Table of Contents for the Digital Edition of Talking Stick - January/February 2015

Talking Stick - January/February 2015
Contents
Vision
Just In
Calendar
Your ACUHO-I
Transitions
Facilities
Res Life
Special Focus
To Market
Rising Voices
Conversations
First Takes
Around Student Affairs
New Members
Snapshot
Talking Stick - January/February 2015 - Intro
Talking Stick - January/February 2015 - Talking Stick - January/February 2015
Talking Stick - January/February 2015 - Cover2
Talking Stick - January/February 2015 - 1
Talking Stick - January/February 2015 - 2
Talking Stick - January/February 2015 - Contents
Talking Stick - January/February 2015 - 4
Talking Stick - January/February 2015 - 5
Talking Stick - January/February 2015 - 6
Talking Stick - January/February 2015 - 7
Talking Stick - January/February 2015 - Vision
Talking Stick - January/February 2015 - 9
Talking Stick - January/February 2015 - Just In
Talking Stick - January/February 2015 - 11
Talking Stick - January/February 2015 - 12
Talking Stick - January/February 2015 - 13
Talking Stick - January/February 2015 - 14
Talking Stick - January/February 2015 - 15
Talking Stick - January/February 2015 - 16
Talking Stick - January/February 2015 - 17
Talking Stick - January/February 2015 - Calendar
Talking Stick - January/February 2015 - 19
Talking Stick - January/February 2015 - Your ACUHO-I
Talking Stick - January/February 2015 - 21
Talking Stick - January/February 2015 - Transitions
Talking Stick - January/February 2015 - 23
Talking Stick - January/February 2015 - Facilities
Talking Stick - January/February 2015 - 25
Talking Stick - January/February 2015 - 26
Talking Stick - January/February 2015 - 27
Talking Stick - January/February 2015 - Res Life
Talking Stick - January/February 2015 - 29
Talking Stick - January/February 2015 - 30
Talking Stick - January/February 2015 - 31
Talking Stick - January/February 2015 - Special Focus
Talking Stick - January/February 2015 - 33
Talking Stick - January/February 2015 - 34
Talking Stick - January/February 2015 - 35
Talking Stick - January/February 2015 - To Market
Talking Stick - January/February 2015 - 37
Talking Stick - January/February 2015 - 38
Talking Stick - January/February 2015 - 39
Talking Stick - January/February 2015 - 40
Talking Stick - January/February 2015 - 41
Talking Stick - January/February 2015 - 42
Talking Stick - January/February 2015 - 43
Talking Stick - January/February 2015 - Rising Voices
Talking Stick - January/February 2015 - 45
Talking Stick - January/February 2015 - 46
Talking Stick - January/February 2015 - 47
Talking Stick - January/February 2015 - 48
Talking Stick - January/February 2015 - 49
Talking Stick - January/February 2015 - 50
Talking Stick - January/February 2015 - 51
Talking Stick - January/February 2015 - Conversations
Talking Stick - January/February 2015 - 53
Talking Stick - January/February 2015 - 54
Talking Stick - January/February 2015 - First Takes
Talking Stick - January/February 2015 - Around Student Affairs
Talking Stick - January/February 2015 - 57
Talking Stick - January/February 2015 - 58
Talking Stick - January/February 2015 - 59
Talking Stick - January/February 2015 - 60
Talking Stick - January/February 2015 - 61
Talking Stick - January/February 2015 - 62
Talking Stick - January/February 2015 - New Members
Talking Stick - January/February 2015 - Snapshot
Talking Stick - January/February 2015 - Cover3
Talking Stick - January/February 2015 - Cover4
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