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Julia AndersonKate DianoraNikki Staszak

Emily Tod

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Table of ContentsSituation Analysis

Client History…………………………………………………………………………….4Target Market Assessment…………………………………………………………….5Competitive Assessment……………………………………………………………….6Objectives………………………………………………………………………………..7Positioning Strategy…………………………………………………………………….7Evaluative Procedure…………………………………………………………………...8Research Quality and Assessment……………………………………………………8

Media StrategyBudget……………………………………………………………………………………9Flighting Schedule……………………………………………………………………..14Promotions and Media………………………………………………………………...14Media Choice Rationale………………………………………………………………15

Creative StrategyChoice of Appeals……………………………………………………………………..18Execution Style………………………………………………………………………...18E-Blast…………………………………………………………………………………..19Social Media……………………………………………………………………………20Print Advertisement- The Standard………………………………………………….21Howard’s House Signs………………………………………………………………..22Direct Mailing Creating Awareness……………………………………………….…23Website…………………………………………………………………………………24Website Tabs………………………..…………………………………………………25Flyers……………………………………………………………………………………29Direct Mailing Promotional Event…………………………………………………….32Information Event 2 Flyer……………………………………………………………..33Koozie Cup……………………………………………………………………………..34

Recommendations…………………………………………………………………………….35Conclusion……………………………………………………………………………………...35Appendix

Primary Research Survey…………………………………………………………….36

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Situation Analysis___________________

Client History

The client for the Howard’s House Apartment project is the United Ministries in Higher Education (UMHE). UMHE is working with Miller- O’Reilly construction to build a new, values- added apartment complex to be located on the corner of Florence and Monroe. The United Ministries in Higher Education runs The House-- the little white house located behind Taco Bell on Cherry Street. The main message of this organization is that they are a diverse and fair minded group of students who try to follow the example of Jesus in the midst of the college experience.

The campus minister for UMHE is Reverend Howard Cavner. He is the one who had this entire vision of the values-added housing project. Also, Reverend Cavner serves as the advisor of Theta Chi Fraternity. UMHE is also involved with other organizations on campus such as the Missouri State University Chapter for Habitat for Humanity and Students for Fair Trade. Tonia Griggs, a former student member of the House, is on the board for this project and responsible for marketing input.

UMHE plans to build new values-added apartments to open in August of 2011. Aside from being fully furnished and on the edge of campus, these apartments offer more than just what you expect out of an apartment. Howard’s House tenants will live by 5 core values: spirituality, care of earth, citizenship, community service, and scholarship. The number of tenants is 122 and the leases will be for 12 months.

This project has been something Reverend Cavner has planned to do for a long time, but now finally has the investors and funds for it. Since Reverend Cavner and UMHE are so involved with this project, the UMHE will receive 20% profits from the apartments.

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Target Market Assessment

The primary target market we have discovered for Howard’s House is mostly made up of current freshmen and sophomores attending Missouri State University in Springfield, Missouri. This particular group of students will most likely be of full-time status at MSU and still living on Missouri State’s campus. These students are those who wish to move into an off campus complex for the next school year. While wanting to live in non-university housing, the target market is looking for the convenience of being very close to campus. The target market wishes to have their own space, but would still like to live with roommates. People in Howard’s House target market come from middle class to upper middle class families that are able to afford the approximate $575 to $635/month rent along with other costs, such as purchasing a parking pass.

The target market has several specific psychographics. First, they are environmentally conscious. This group of students believes in caring for the earth to sustain its beauty and resources. The target market is religious. They actively participate in spiritual activities, such as going to church. They are a part of various religious groups on MSU’s campus. They may even be members of religiously based fraternities or sororities such as Delta Tau or Gamma Alpha Lambda. The target market is strong in expressing their beliefs, accepts people of all backgrounds, and has a respect for those of other religions. Our target market also enjoys giving back to the community. They are involved in community service projects. The target market is made up of hard workers who take pride in accomplishing things. They work hard in school and are high academic achievers. The people in this target market are not particularly big “partiers.” They like to have fun, but their fun does not have to involve any alcohol or drugs.

Along with the primary market, we have found several sectors that can be considered secondary target markets. One secondary target market we have found is the parents/guardians of our primary target market. This is a target market that may be worth going after because they have the financial power to afford the rent. They also may want to see their children living in the unique environment Howard’s House offers because they feel it is an environment in which their child can thrive. Another secondary target market could be students of Missouri State University who are currently living off campus. Perhaps they are looking to move closer to campus or are interested in what Howard’s House provides. The third secondary market we have found could be transfer students. Transfer students will most likely have enough class hours accumulated to live off campus and therefore, will be looking for a place to live. In our primary research findings, we have discovered Missouri State University residence life cannot accommodate theses students, so Howard’s House would be a perfect alternative. The last secondary target market we have found is international students. Many international students choose to live off campus but keep a close proximity to campus. Many may not have cars and living literally in the middle of campus, while not having to live in a dorm, would be an excellent option.

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Competitive Assessment

Like with any business, Howard’s House has many primary and secondary sources of competition. When looking for an apartment, most students at Missouri State are focusing on the proximity to campus, price, and amenities. Their primary direct competition comes from other local apartment groups. These mainly include TLC, Magers, and Beau Jardin Apartments. Their main primary, indirect competition comes from the Missouri State Residence Halls.

Primary Direct Competition

TLC properties have many locations around the Springfield area, and some of their main ones are only four miles from campus. These properties appeal to college students because it comes with many good qualities. These properties offer entertainment rooms, fitness centers, a movie theater, and a pool. They offer less expensive prices than Howard’s House does and offers twice the square footage in size. The main reason students would choose against living here is that they are not located very close to campus.

Magers may be the biggest competitor in terms of campus proximity. They are located directly behind Strong Hall. Their prices are much lower than Howard’s House prices. These apartments do not offer many added features like a fitness center. They do, however, have a pool.

Beau Jardin apartments are just one block from campus. These do not offer one bedroom units. The units they do have are much less expensive than Howard’s House. These layouts are very different because every two people share one bathroom, where at Howard’s House each person has their own. Cable is included, and there is a pool. The offered facilities are not very fancy, but they are inexpensive.

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Indirect Competition

Since Residence Halls are not apartments, they are not considered direct competition. However, they are one of the biggest forms of competition because they are directly on campus and people can become comfortable living in them. These halls usually include meal plans but these can be hard to get to in bad weather. Sunvilla is an apartment style residence hall. These do not offer private bedrooms, which causes them to be less expensive. There is also Dogwood and Kentwood South apartments that are offered to married, graduate, and non-traditional students- along with other students. These students need to be upperclassmen, but not all students can choose to live here.

Objectives There are three main objectives this campaign plans to accomplish:

Throughout the spring semester of 2011, we will spread awareness of Howard’s House apartments across Missouri State University campus.

400 interest forms will be returned to us by the end of April.

By May 15th, 2011, Howard’s House will have deposits with 122 individuals falling in our target market.

Positioning Strategy

Howard’s House should be perceived as a new, exciting living community that offers the unique benefit of encouraging occupants to pursue a lifestyle filled with 5 core values: spirituality, community service, citizenship, care of the earth, and scholarship.

Howard’s House should be seen as any other apartment complex where students can live their lives as they normally would if they were off campus. Students need to recognize that the added values do not make Howard’s House a “dorm” or a place that holds them back from having fun. The 5 values are simply suggestions to help students enrich their college and life experiences. The 5 values are extra benefits that are not offered at any other apartment complexes in the area. Some added benefits include the following: help in students’ studies, opportunities to give back to the community, and personal guidance. Howard’s House should also be seen as an exciting place to live due to its environmentally friendly features.

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Evaluative Procedure

Measurement

In order to measure the effectiveness of the campaign, we will use surveys that will be included on the interest forms. The interest forms will be handed out on the information nights and made available on the Howard’s House website.

Primary Research Survey Located in Appendix

Other ways of measuring the effectiveness of our campaign include:

Hits on Howard’s House website Facebook fans Followers on twitter Telephone and e-mail inquiries Attendance at information sessions Interest forms downloaded from the website  Interest forms collected

Research Quality and Assessment

Research used for this campaign came from both primary and secondary sources. We used both primary and secondary research including phone interviews and internet research findings provided by the LEAP Agency about existing values added programs at other universities. Our group conducted face-to-face interviews to obtain information about student organizations on campus from the Office of Student Engagement and talked with the transfer coordinator about potential transfer students as tenants. Also, information from focus groups was provided by our client. We also used surveys of international students and other segments of the consumer market, financial aid data collected from published reports, and an interview on the Public Affairs mission all collected from the class data pool.

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Media Strategy ______________________

Budget

The allotted budget for this project was $20,000 for a 9 month campaign from January 2011-August 2011. We have split the budget into two parts: the ongoing media budget and a separate budget breakdown for promotional events. Our total budget for this project is $19,531. We have budgeted actually more on the high end of things, so the actual budget can be anywhere from around $12,800 to $19,531.

Basic Budget Breakdown

Howard's House Media Budget (Excluding Promotional Events) $14,031.45

Total Promotional Event Budget $5,499.83

Total Budget $19,531.28

72%

28%

Howard's House Budget Breakdown

Howard's House Media Budget (Ex-cluding Promotional Events)

Total Promotional Event Budget

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Howard’s House Media Budget

71%4%

14%

11%

Howard's House Media Budget (Excluding Promotional Events)

Howard's House Web-site- Creation of Website

E-Blasts

Social Media (Facebook and Twitter)

Direct Mailing 5.5x 8.5 4000 Postcards

Signs Notifying People about Project (2)

Print Advertising- The Standard 5 Adver-tisements

Promotional Event Budget

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Creation of Website $10,000.00

E-Blasts $0.00

Social Media $0.00

Direct Mailing $493.95

Signs (2) $2,000.00

Print Advertising (5) $1,537.50

6%9% 0%

68%

3% 14%

Promotional Event Budget

Flyers (3 Promoting Intro-duction to Howard's House 3000 altogether)

Direct Mailing 5.5x 8.5 4000 Postcards (1 Promot-ing Introduction to Howard's House)

Cost of Chalking

Raffle (3 at Promotional Events)

Handout (Providing In-formation about Howard's House 2000 al-together)

Koozie Cups with Howard's House Logo and Website (1000)

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Introduction to Howard’s House (PR Event 1)

Flyers (3) $332.31

Direct Mailing $493.95

Chalk $13.99

Raffle $3,739.98

Information Day (PR Event 2)

Handout $159.60

Koozie Cups $760.00

Howard’s House Continuous Budget

INDIVIDUAL COSTS

TOTAL COST Cost Per Thousand (CPM)

Internet MediaHoward's House Website- Creation of Website $10,000.00 Not AvailableE-Blasts $0.00 Total: $10,000.00

Social MediaFacebook $0.00 Not AvailableTwitter $0.00 Not AvailableTotal: $0.00

Direct Mailing- Creating Awareness 5.5 by 8.5 Double Sided4000 Postcards to Students on Campus $493.95 $0.12 Total: $493.95

Signs Notifying People About the ProjectSign Facing National Avenue $1,000.00Sign Facing Missouri State Campus $1,000.00 Total: $2,000.00

Print AdvertisingThe Standard Quarter Page Informing about the Project (5 months)January $307.50 February $307.50 March $307.50 April $307.50 May $307.50 Total: $1,537.50

Total Howard’s House Continuous Budget $14,031.45

Promotional Event Budget Breakdown

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Individual Costs Total Costs Cost Per Thousand (CPM)

Introduction of Howard's House5 Values Added Flyer 1 8.5 by 11 (1000) $110.77 $0.11 5 Values Added Flyer 2 8.5 by 11(1000) $110.77 $0.11 5 Values Added Flyer 3 8.5 by 11(1000) $110.77 $0.11 Total: $332.31

Direct Mailing Informing about Event- 5.5 by 8.5 Postcards, Double Sided4000 Postcards to Students on Campus $493.95 Total: $493.95 $0.12

Chalking (Cost of Chalk)Crayola Sidewalk Chalk 52 Count Bucket $13.99 Total: $13.99 Not Available

Raffle Meeting One $1,243.66 Raffle Meeting Two $1,243.66 Raffle Meeting Three $1,243.66 Total: $3,739.98 Not Available

Total Introduction of Howard's House $4,580.23

Tabling Outside Siceluff, Strong Hall, and North Mall

Informational Flyer Handout 8.5 by 11 (2000) $159.60 $0.16 Koozie Cups with Howard's House Logo and Website (1000)

$760.00 Not Available

Total For Tabling Outside Siceluff, Strong Hall, and North Mall

$919.60

Total Promotion Event Budget $5,499.83

Raffle Budget Breakdown

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Kitchen basket Farberware Pot Set ($29.97) Kitchen Towel Set with Potholders

($5.00) Hand Soap ($2.99) Dish Detergent ($3.00) Wooden Kitchen Set ($4.97) Trash Bags ($5.74) Laundry Detergent ($6.50) In Laundry Basket ($5.00)

Green Basket Green Cleaning Spray ($2.97) Green Antibacterial Wipes ($2.47) Green Light Bulbs($7.50) Water Bottle ($4.00) Green Laundry Detergent ($6.50) Reusable Grocery Bags ($2.00)

Bathroom Basket (Girl and Boy) Shampoo & Conditioner for Girl

($4.77 each) 2-in-1 Shampoo & Conditioner for

Boy ($2.64) Body Wash ($3.50) Toothpaste ($2.47) Body Towel ($5.00) Hand Towel ($4.00) Loofa ($1.00) Deodorant for Boy ($4.18) Deodorant for Girl ($3.97) Toilet Paper ($4.12) In Laundry Basket ($5)

Movie Basket Popcorn ($2.98) 3 movies ($16.96 x 3=$50.88) Blanket ($12.00) Candy Boxes ($6.00) Gift card to Hollywood Theatres

($10.00) In Laundry Basket ($5.00) In Laundry Basket ($5.00)

Item Quantity Price $ Total $Vizio 19” Class Razor (Wal-Mart) 3 $198.00 $594.00Corelle 16 pc. Dinnerset (Wal-Mart) 15 $29.97 $449.55Bathroom Basket (Boy) 2 $31.91 $63.82Bathroom Basket (Girl) 2 $38.60 $77.20Kitchen Basket 2 $63.17 $126.34Green Basket 2 $30.44 $60.88Movie Basket 2 $86.86 $173.72$25 Gift Cards (Dillon’s, Wal-Mart, Target, MSU Bookstore)

4 $100.00 $100.00

Wii (Wal-Mart) 1 $188.00 $188.00Total $1243.66

Flighting Schedule for Howard’s House

January

February

March

April

May

June

July

August

Howards House

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Continuous MediaE-Blasts          Social Media                Print Advertisements          Signs Notifying People (2)                Direct Mailing  Website                

Introduction to Howard's House

Flyers (3)    Direct Mailing  Chalking  Raffle  

Tabling Around Missouri State

Informational Handout  Koozie Cups  

Promotions and Media

We have chosen to use signage, direct mail, e-blasts, The Standard newspaper ads, flyers, a website, social media, 2 promotional events, and promotional give-a-ways. The print advertisements will create an interest to drive our target market to the website. The website will provide in-depth information on the apartment complex as well as providing an online application. The website will be linked with Facebook and Twitter in order to allow those who are interested to keep up with the latest news on Howard’s House

The promotional events we have planned will generate interest and encourage applications. The first promotional event, “Introduction to Howard’s House,” will be similar to the client presentation we had without all of the marketing details. It will be more about the apartment amenities, the 5 values, and questions students might have when they start their apartment search. Reverend Cavner would be the one at the presentation, and he would bring the floor plan diagrams and illustrations of the complex. The second promotional event, “Tabling around Missouri State,” will again generate awareness and provide floor plans and give students who missed the informational meeting in February the chance to talk with someone.

Media Choice Rationales

Howard’s House Continuous Media

E- Blasts

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E-blasts are a very cost effective way to get information across. Since email is a free service, this will not add to our budget. Most college students are online most of the time, so e-mail is a great form of communication with them. E-blast will inform students of Howard’s House without them even having to leave their room.

Social Media (Facebook and Twitter)

Facebook is becoming one of the leading ways for information to be received. A large majority of college students are on Facebook now and check it often. Howard’s House will have a Facebook page for potential residents to receive updates on how the project will be progressing. Statuses should be updated at least once a week letting fans know what is happening with the building. If there is nothing new to report, it may be beneficial to add ways to save energy, get more out of school, upcoming community service events, and so on to advertise the 5 core values.

Facebook can also be used as a way to show pictures of the sites progression as it becomes the complex. This lets potential residents see how it is coming and let them know everything is coming as planned. If there are pictures of workers or passerby’s, it will give a sort of human element to the project, making it easy for fans to relate and add interest to the project.

Aside from updates, Facebook is a great way for potential residents to find information. Howard’s House’s “info” section gives all the basic information about the new complex. It does so in a way to be very informative, but does not overload the reader with information. It also lists the website for those who want all the additional information.

The “wall” section allows Howard’s House to post its updates and possibly let fans post comments as well. This is an option that can be given. Fans can write their thoughts on the project, ask questions about it, list any concerns, and really write anything that they may be feeling about Howard’s House. This gives Howard’s House the opportunity to answer these inquiries for all to see. It will very much help build credibility with fans.

Twitter is a non-traditional media tool that will be utilized for the campaign. Twitter will act not only as a promotional tool to bring awareness to the project, but also as a supplement to Howard’s House staff and residents even after the complex is built and occupancy is reached. Twitter gives organizations the ability to send out bits of information in real time around the clock. “@HowardsHouseMSU” will be a vital resource for promoting not only the building itself, but the Howard’s House lifestyle. Staff will “tweet” about building development, volunteer opportunities as they arise, health and fitness tips, steps to “green your routine,” upcoming events in the building, and more.

Non-traditional media like Twitter is strongly recommended, and hiring an intern to focus on this aspect would be beneficial. With some time and attention, Twitter has the ability to reach a relatively large audience and connect HH to other organizations around the country.

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Print Advertisements

We chose to do 5 print advertisements in The Standard because that is the source of news for students on Missouri State’s Campus. The print advertisement will let students know this type of housing exists and encourage them to look on The Howard’s House website, Facebook, and Twitter. The 5 advertisements will appear in the Standard from January to May since that is the time students will be looking at apartments.

Signs

The Signs will allow people walking and driving by to know what is being built. We would consider this as a part of the buildings operation costs, but we thought of it more in a creative, promotional way.  The website is on the sign to drive people to look into more information. Also, this was something highly desired by our client, so we wanted to include that in this media plan.

Website

Having a website is very important for any business, but especially for Howard’s House.  This will allow anyone to get all the information about Howard’s House in one spot.  If they do not have time to come to the informational meeting, or just want more information, the website will allow them to do so.  The website will allow prospective residents to apply online.  Eventually, the website may allow current residents to pay their rent online.

Direct Mailings

Direct Mail will be sent out twice over the course of the campaign in the form of postcards. The idea of direct mail in this format is to make a big impression rather quickly. Sending out postcards in the mail will ensure that every student living on campus will be exposed to the material for at least a few seconds.

The first will be an announcement of the new Howard’s House apartment complex and direct the reader to the information nights (on Feb. 8th, 9th, and 10th in PSU RM. 313) and to the Howard’s House web site, Facebook, and Twitter pages. The second mailing will take place in March and will again present Howard’s House to the reader and provide a few more details about what Howard’s House has to offer. This will be sent out around the time that people are figuring out their living situations for the following semester.

The direct mail postcard will again guarantee a few seconds of exposure. A few seconds is just enough time to show a picture, list some benefits and direct them to the web site, Facebook, and Twitter for more information.

Flyers for Promotional Events

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We chose to use flyers to advertise the promotional events because they are a quick way to get information out to the public. These flyers can be handed out to individual students so they can have the information in their hands. It can also be posted in public areas like dorms, the student union, and academic buildings so many people can get the information. Flyers just make it easy for the public to access the information, thus creating more interest in the events.

Flyers will also be handed out at the events with general information about Howard’s House. This allows those who were interested enough to come to the event to have more information about the apartments. It is always helpful to have information in your hand versus having to always look up general questions. This will also keep Howard’s House at the top of mind of potential residents. They will most likely hang on to the flyer and every time they see it on their desk, they will remember they want to live there.

Chalking

The rationale behind chalking is simply that it is an inexpensive and economical way to get a message across. A big, attention grabbing chalk announcement in a high-traffic area will receive a lot of exposure and spark curiosity.

Raffles

The informational promotional event will have 3 raffles at each informational meeting.  These will be a big selling point to get more potential residents to the informational meeting.  Since most of the giveaways will be used for a long time, winners will think of Howard’s House each time they use the items, keeping the complex top of mind. We have baskets to emphasize our 5 core values, and useful items the typical college student looking to move into an apartment can use.

Koozie Cups

The rationale behind handing out Koozies is that it is something students will use now and in the years to come. The Koozies will feature the Howard’s House logo, therefore serving as a continuous advertisement, even after this campaign is over. Also, it is a unique, nontraditional form of advertising.

Creative Strategy____________________Howard’s House is an unsurpassed living community that provides excellent amenities as well as a special experience by encouraging 5 core values: scholarship, community service, care of the earth, spirituality, and citizenship. Therefore, we would like all of our advertisements to highlight the great amenities and the unique living experience offered through the idea of encouraging the 5 values. All advertising will drive our target market

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to the Howard’s House website to promote education on the new housing project and bring in occupant applications.

The advertising and promotional events will generate enough buzz and interest about Howard’s House to accomplish all of our objectives. Through our creative concept, we will spread awareness for Howard’s House, advertise so well that 400 interest forms are returned to us, and have deposits put down by 122 individuals.

Choice of Appeals

The advertising appeal we have used is informational/ rational. We have used this appeal to show our apartment complex has great benefits that fulfill our target market’s needs. Most of our ads show the practicality of Howard’s House by stating they are directly on campus. Functionality is shown by stating the different amenities offered. Our campaign slightly uses emotional appeals by tying the 5 core values into the advertisements. Members of our target market may connect with these extra benefits and the environment that Howard’s House provides on a personal level.

Execution Style

The advertising execution style we have chosen is straight sell/factual. This is a basic type of execution that simply presents information on the product. We felt that apartment complexes could best be sold by their features and benefits. Also, most of our advertisements are print ads, which usually work best with straight sell/ factual messages.

E-Blasts

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Social Media

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Facebook

Twitter

Print Advertisement The Standard

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Howard’s House Signs Facing National and Campus

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Direct Mailing- Creating Awareness

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Website

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Website Tabs

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Residents

This page will allow residents to see what is going on in Howard’s House, such as upcoming community service opportunities or who has won the monthly “saving energy” contest. The residents’ page can also offer up students who would like to be academic or spiritual mentors.

Floor Plans and Amenities

One Bedroom 2 Bedroom

4 Bedroom

Our Mission

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*** All units will come with Washer/Dryer, full furnishings, paid utilities and appliances

Howard’s House is an apartment complex that promotes 5 core values. These values are meant to encourage growth and help students thrive in this living environment.

These 5 values are:

• Scholarship- Helping students achieve the best in their classes through offering academic tutors and voluntarily monitoring academic progress. Howard’s House is directly on campus which helps students focus.

• Community Service- Promoting a variety of service opportunities to help others. Howard’s House encourages participating in community service each month.

• Citizenship- Being a responsible citizen, not only for yourself but for others including being civil and caring for one’s body. While many residents may have similar ideals and values, learning from a diverse group of people is encouraged in Howard’s House.

• Care of the earth- Being environmentally friendly by participating in recycling and having energy management programs. Howard’s House offers energy star appliances to also help reduce energy consumption.

• Spirituality- Religion will never be forced upon anyone, but those who wish to grow in this way will have the opportunity to meet with spiritual mentors. The individual bedrooms give residents a place to “get away” to study or meditate.

Apply Online

An Apply Online page will be offered for an easy way to apply to be a resident. This will be seen as very convenient by potential residents.

Rates, FAQs, and Contact Info

Rates

The different units’ rent ranges from $575 to $635 per month. Utilities are included in this fee.

FAQS

Where is Howard’s House located?

The corner of Florence and Monroe, directly on Missouri State’s campus. Howard’s House can easily be accessed by National Ave.

What is the cost to live in Howard’s House?

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Rent rates slightly change between the three apartment styles available (studio, 2 Bed/ 2 Bath, 4 Bed/ 4 Bath). These costs range between $575 and $635.

How long is a lease with Howard’s House and can I sublet my apartment?

Leases are 12 months from your signing date. You are allowed to sublet your apartment, for instance if you will not be living in Springfield during the summer months or will be studying abroad for a semester.

What are the floor plans for Howard’s House?

Howard’s House offers 4 bedroom/4 bath, 2 bedroom/2 baths, and 1 bedroom studios.

Who can live in Howard’s House?

Anyone is able to live in Howard’s House; this living community is not limited to only Missouri State University students. However, MSU students need 30+ credit hours before being able to move out of the dorms.

Is parking available to residents?

There are approximately 40 parking spots that are assigned. Residents are welcome to park in MSU’s commuter (yellow) lots, but will need to have commuter pass displayed in car windshield.

Is Howard’s House a residence hall?

Howard’s House is not a residence hall. It is a separate apartment complex built and managed by Miller-O’Reilly. There are no RA’s or curfew rules. The only ties to Missouri State University is the location. Howard’s House will be operated like any other apartment complex found off campus.

Is alcohol and smoking allowed on Howard’s House property?

Alcohol is allowed on Howard’s House property; however it is a smoke-free property. Residents will need to be in designated smoking areas during the use of tobacco products.

Is there a work out center?

There is not a work-out facility located in Howard’s House. There are many work-out facilities around MSU’s campus, including the new recreational center that will be completed by fall 2011.

Are utilities included monthly rent?

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Utilities are included in the cost of rent.

Must residents participate in the 5 core values?

Residents will experience zero pressure to participate in any of the 5 core values. The values are simply guidelines Howard’s House presents to its residents to encourage well-rounded lifestyles.

Is there a near-by Bear Line stop?

Howard’s House is currently working to provide a Bear Line stop directly outside the building. However, the PSU is a short distance away where all Bear Line buses come around.

Are pets allowed?

Only very small pets such as fish are allowed. No dogs or cats.

Can I choose who I live with?

Yes. You may apply for who you would like to live with or random rooming can be provided.

Contact Information

Phone Number:

680 S. Florence Springfield, MO 65807

Flyer 1 for Promotional Event- Introduction to Howard’s House

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Flyer 2 for Promotional Event- Introduction to Howard’s House

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Flyer 3 for Promotional Event- Introduction to Howard’s House

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Direct Mailing Promotional Event- Introduction to Howard’s House

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Promotional Event 2- Information Flyer Handout for Tabling

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Promotional Event 2- Koozie Cups for Tabling

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Recommendations__________________

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One recommendation we have is for the website. Since the cost of this website can be anywhere from $5,000 to $10,000, we recommend using student resources for this. This would be a perfect project for a Spring 2011, web design class. This project would also be a perfect opportunity for an internship because it is not a very deep website and would make for a great experience. It would be best if it was paid because it will be extensive. However, the pay for an intern will be much less than that of a professional.

Another recommendation is to help prospects locate the complex. Once an official name is decided, it should be registered on Google Places. This will allow anyone on Google Maps to be able to type in the name and for it to be found on the map, and it is free.

A speaker is another recommendation we have. A good way to get the message about the complex out there is through a speaker. Since the main selling point of the complex is the 5 values, the best groups to speak to are religious groups. There are four main groups that could be targeted because they are open minded, have their own similar values, and are interested in community service. These organizations are Delta Tau, Gamma Alpha Lambda, Catholic Christian Ministries, and Campus Crusades.

A final suggestion we have is concerning the flyers. Since our campaign strategy deals with a lot of flyers, there needs to be someone to hand them out. It is a good idea to find volunteers either from The House or very interested future residents to pass these flyers out on campus. The speaker from the above recommendation may be able to recruit volunteers from the religious organizations to help as well.

There should be a link on the Missouri State off campus housing options website page on the Missouri State University website. This website is run by the Office of Admissions. This will give students who are thinking about living off campus the option of living in Howard’s House.

Conclusion_________________________In closing, Howard’s House Apartment complex is a very unique living opportunity for all students on the Missouri State University campus. The proximity to campus, amenities, and 5 core values are definite appealing factors in this project.

We hoped you enjoyed Arch Advertising’s ideas and recommendations. If there are any additional questions, do not hesitate to contact us at (314)-348-7281.

Appendix__________________________

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Primary Research Survey- Survey Included on Interest Form

1 2 3 4 5Strongly Agree Neutral Disagree StronglyAgree Disagree

I came to information night because I’m truly considering Howard’s House as a place to live next semester.

The idea of living with the 5 core values is appealing to me.

If it wasn’t for the prizes, I would not have attended info night.

I came with a friend(s) also interested in living at Howard’s House.

1. Where are you currently residing? (Check one)

University residence hall

Off-campus apartment

Off-campus rental home

Home of parents/relatives.

2. Where did you hear about this event? .

3. Would you recommend others who are looking for a place to live to check out Howard’s House?Yes No Maybe

4. If volunteering opportunities were made available to you at Howard’s House, would you participate?Yes No Maybe

5. Do you like the idea of Howard’s House as a community that welcomes any religion or background?Yes No Maybe

6. Would you consider the fact that Howard’s House makes being “green” more convenient gives the complex an advantage over other alternatives in the mind of the consumer?Yes No Maybe

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