Talking Stick - November/December 2017 - 39

IT'S NO SECRET
It's no secret that, in higher education, the battle to attract students is growing in its
intensity. And, even once those students are on campus, the struggle can continue
as housing departments look for new and better ways to attract, engage, and edu‑
cate their student residents.
That's where marketing comes into play.
Cara Lehman, the marketing manager for enrollment management at Washing‑
ton State University in Pullman, served as one of the judges for the 2017 ACUHO‑I
Marketing Awards, held in conjunction with the Business Operations Conference.
Considering the record number of entries received this year, she commented, "It's
apparent that marketing is a large part of the housing operation. Finding ways in
which we recruit, retain, and keep our audience informed is ever important. We can
no longer send plain text emails. Students want more, faster, in a visually appealing
and easy‑to‑follow
format. Engagement through technology is a trend that's not go‑
DIGITAL: SIGNAGE STORYBOARD & LANDING
PAGE
ing away. Finding unique, eye‑catching, and simple ways to gain the attention of this
next generation is becoming the norm. It's exciting to see how the housing industry
is rising to this challenge with small budgets and teams."
The following examples provide ample evidence of Lehman's comments, as the
materials - print, electronic, and video alike - demonstrate a wide range of creative
and innovative marketing solutions. View the first-prize winners in the following pages
and then check out even more entries online at http://www.acuho-i.org/educationalevents/business-operations-conference/acuho-i-marketing-awards/showcase.

Overall Campaign

versity of British Columbia
ve in a Nano?"

Facing a housing waitlist of 6,300
students and centered in a tight real
estate market, the University of British
Columbia was considering a lower cost
micro-apartment option to help meet
demand. But would anyone want to live
in a 140-square-foot space?
To find out, a full-size demonstra-

tion unit, dubbed the Nano,
was built and placed in the
student union for six weeks. It
was open for viewing during
business hours and included
an information and survey card
to collect student feedback.
The demo unit was staged to look like
it housed a typical UBC student, and it
was frequently staffed to answer visitors' questions. The outside of the unit
was also wrapped with key messaging
to act as a communication device when
the unit was locked. Slickly produced
videos gave a tour of the Nano and even
demonstrated that it was, indeed, possible to throw a raucous but tight party
inside of one.

for you," the university's marketing
campaign was able to collect almost
1,100 unique survey responses (the
goal was 658). In the end, 83 percent of
the students were in favor of the Nano
Studio as a housing option, and the
housing department was armed with
a host of comments to help tweak the
design. Now, as a result of this research,
70 of these unique units are scheduled
to open in 2019, proving that big ideas
can come in small packages.

Driven by the motto "Nano living is
not for everyone, but it might be right

Project team: Leith Blachford, Jasper Murphy, Alexa Hubley, Sam Pat
NOVEMBER + DECEMBER 2017

41


http://www.acuho-i.org/educationalevents/business-operations-conference/acuho-i-marketing-awards/showcase http://www.acuho-i.org/educationalevents/business-operations-conference/acuho-i-marketing-awards/showcase

Talking Stick - November/December 2017

Table of Contents for the Digital Edition of Talking Stick - November/December 2017

Talking Stick - November/December 2017
Contents
Vision
Just In
Calendar
Your ACUHO-I
Transitions
Res Life
Facilities
Special Focus
Head of the Class 2017
Shaky Ground
Conversations
First Takes
Around Student Affairs
New Members
Snapshot
Talking Stick - November/December 2017 - Intro
Talking Stick - November/December 2017 - BB1
Talking Stick - November/December 2017 - BB2
Talking Stick - November/December 2017 - Talking Stick - November/December 2017
Talking Stick - November/December 2017 - Cover2
Talking Stick - November/December 2017 - Contents
Talking Stick - November/December 2017 - 4
Talking Stick - November/December 2017 - 5
Talking Stick - November/December 2017 - 6
Talking Stick - November/December 2017 - 7
Talking Stick - November/December 2017 - Vision
Talking Stick - November/December 2017 - 9
Talking Stick - November/December 2017 - Just In
Talking Stick - November/December 2017 - 11
Talking Stick - November/December 2017 - Just In
Talking Stick - November/December 2017 - 13
Talking Stick - November/December 2017 - 12
Talking Stick - November/December 2017 - 15
Talking Stick - November/December 2017 - 16
Talking Stick - November/December 2017 - 17
Talking Stick - November/December 2017 - Calendar
Talking Stick - November/December 2017 - 19
Talking Stick - November/December 2017 - Your ACUHO-I
Talking Stick - November/December 2017 - 19
Talking Stick - November/December 2017 - Transitions
Talking Stick - November/December 2017 - 23
Talking Stick - November/December 2017 - Res Life
Talking Stick - November/December 2017 - 25
Talking Stick - November/December 2017 - 26
Talking Stick - November/December 2017 - 27
Talking Stick - November/December 2017 - Facilities
Talking Stick - November/December 2017 - 29
Talking Stick - November/December 2017 - 30
Talking Stick - November/December 2017 - 29
Talking Stick - November/December 2017 - Special Focus
Talking Stick - November/December 2017 - 33
Talking Stick - November/December 2017 - 34
Talking Stick - November/December 2017 - 35
Talking Stick - November/December 2017 - 34
Talking Stick - November/December 2017 - 37
Talking Stick - November/December 2017 - 38
Talking Stick - November/December 2017 - 37
Talking Stick - November/December 2017 - 40
Talking Stick - November/December 2017 - 39
Talking Stick - November/December 2017 - 40
Talking Stick - November/December 2017 - 43
Talking Stick - November/December 2017 - 42
Talking Stick - November/December 2017 - 43
Talking Stick - November/December 2017 - 46
Talking Stick - November/December 2017 - 47
Talking Stick - November/December 2017 - Shaky Ground
Talking Stick - November/December 2017 - 49
Talking Stick - November/December 2017 - 50
Talking Stick - November/December 2017 - 51
Talking Stick - November/December 2017 - 52
Talking Stick - November/December 2017 - 53
Talking Stick - November/December 2017 - 54
Talking Stick - November/December 2017 - 55
Talking Stick - November/December 2017 - Conversations
Talking Stick - November/December 2017 - 57
Talking Stick - November/December 2017 - 58
Talking Stick - November/December 2017 - 57
Talking Stick - November/December 2017 - First Takes
Talking Stick - November/December 2017 - Around Student Affairs
Talking Stick - November/December 2017 - 62
Talking Stick - November/December 2017 - Around Student Affairs
Talking Stick - November/December 2017 - Snapshot
Talking Stick - November/December 2017 - 65
Talking Stick - November/December 2017 - Snapshot
Talking Stick - November/December 2017 - Cover3
Talking Stick - November/December 2017 - Cover4
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