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Pointe West Apartments

T and T Rentals
Hannah Burds
Jennifer Dunn
Annie Lambert
BACKGROUND
T and T Rentals: Pointe West Apartments

Located in Cedar Falls, Iowa, P


ointe West apartments are walking distance to the UNI
campus

just off Hudson road with easy and fast access to all major roads and highways.

The apartment complex includes 80 rental spaces, offering the largest floor plans in the Cedar

Valley ranging from 835 to 1325 square feet.

Each apartment contains an equal number of bedrooms and bathrooms ranging from one,
two,

and three rooms. Apartments and complex also include dishwasher, balcony/patio, kitchen

peninsula, walk-in closets, online resident portal, and online rent payments. Other amenities

include bike trails, recycling, laundry facilities, available garages, off street parking, and on
site

maintenance.

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Target Audience
T and T Rentals: Pointe West Apartments

Primary Audiences
The primary audience is to target college aged students, because in order
to get T and T Rentals name marketed, they need tenants who are going to
re-sign leases. College aged students are going to be in the Cedar Falls area for
at least 4 years, so theyre the perfect target audience to get tenants for an
extended period of time.

Demographics Males and females ages 19-24


College Students
Financially Stable

Secondary Audiences
Secondary audiences would include recently graduated individuals, new
employees relocating to the cedar valley, and young newly engaged couples.

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GOALS
T and T Rentals: Pointe West Apartments

1) To increase the awareness of T and T Rentals by increasing social media presence


and creating and implementing radio advertising
Create a radio advertisement that promotes new renovations, open house and
new discounts to play on all popular radio stations in the Cedar Falls area (See
media strategies)
Create Twitter account and post weekly about deals and renovation updates
(See internship description)
Use Facebook to connect with UNI student organization pages and other UNI
pages to promote discussion about T and T Rentals. Post on UNI Free and For
Sale Facebook page to expand awareness of open apartments.

2) To promote the renovations of existing apartments by organizing and holding an open


house for prospective renters
Big City Feel in a Small Town Apartment: Continue to modernize Pointe West
Apartments through renovations already made. Tony brings his New York
apartment feel to Pointe West-grey/light carpets recently were installed;
continue with cream walls, dark countertops, light tile, and dark stained
cabinets
Plan an open house where the public can view the newly renovated apartments
Send press release to notify public of the renovations and open house
Offer one month of free rent to those who sign a contract at the open house

3) To create an incentive for renters to promote T and T to peers by offering a free month
to those who refer friends
Offer current tenants one free month of rent if they refer a friend who commits
to signing a lease
Offer potential tenants their first month free of rent if they commit to signing a
two year lease agreement

4) Target to students at the University of Northern Iowa by utilizing UNI resources such
as union tabling and creating an internship program
T and T should offer an internship program for three marketing, communication,
public relations (and other related majors) students at UNI to run all social
media accounts, write content for the website, and promote T and T to UNI
students through tabling and distributing flyers. Interns should also be in charge
of creating all marketing and promotional materials (see internship information).

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COMPETITIVE ANALYSIS
T and T Rentals: Pointe West Apartments

The Mansion- University Manor Apartments


http://universitymanoronline.com
1 bd/1 ba (studio) $649 - 1 bd/1ba $789 - 2 bd/1ba $919
University Manor is one of the top rated apartment community near the
University of Northern Iowa. You can choose from efficiency apartments such
as; 1 bedroom apartments, extra large one bedroom apartments, and 2
bedroom apartments. University Manor is located on college hill in Cedar Falls.
University Manor just recently remodeled The Mansion, which is located right
next to Manor on college street. The Mansion is equipped with many luxury
amenities; fireplace, stainless appliances, double sinks, walk in closets, ceiling
fans, and private off street parking.

Hillcrest Park Apartments


http://www.hillcrestparkapartments.com
Full Year Lease Price $4320 in a 4 bedroom/2 bath apartment
Full Year Lease Price $5100 in a 3 bedroom/2 bath apartment
Hillcrest is dominated by college students and tailor to them by having more
amenities than any other apartments. With being students and low with funds,
Hillcrest allows the tenants to pick how they would like to pay their rent and when.
Some of the many amenities included in their rent are; swimming pool, fitness center,
basketball court, ATM machine, computer lab, pool tables, volleyball court, DVD
library, tanning beds, panther shuttle, disc golf, vending machines, parking, grills, free
printing, and clubhouse lounge. Hillcrest Park Apartments are located on university
ave. less than a mile away.

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COMPETITIVE ANALYSIS CONT.
T and T Rentals: Pointe West Apartments

University Mills
http://universitymills.com
4 bedroom 2 Bath $415
optional upgrades; reserved covered parking, furniture package, and
prepaid utility allowance
University Mills are 4 bedroom apartments, located just steps away from
the University of Northern Iowa. The Mills offers a complete lifestyle,
including a fitness center, pool and hot tub, basketball and volleyball,
student social events and a stop on the Panther Shuttle.

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MEDIA STRATEGY
T and T Rentals: Pointe West Apartment

Facebook
Start updating Facebook as soon as possible with photos and more frequent
post
Promote/introduce new renovation remodel ideas as soon as the plan is in
place
Keep the followers updated with frequent pictures of how the remodel is going
and a timeline of when the project is planned to be completed
After the renovation is complete, start promoting the open house
Write post every week counting down until the open house to get follows aware
and excited about the event

Twitter
Make a Twitter account for Pointe West as soon as possible
Get UNI affiliated accounts to follow and retweet Pointe West Apartments after
the account is made
Once the account gains follows, promote the renovation as it is happening and
promote open house after renovation is complete
Promote deals for the open house and promote followers to retweet and like
after the renovation

Radio
Send radio ad at the end of July when students are starting to move back and
start school
Send the ad to KULT 94.5 (Cedar Falls; Format: College), KQMG 95.3
(Independence; Format: Classic Hits), KOEL 98.5 (Cedar Falls; Format:
Country), and KZIA 102.9 (Cedar Rapids; Format: Top 40s)
Send two different ads to each of the four different stations

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MEDIA/MESSAGE PER AUDIENCE
T and T Rentals: Pointe West Apartments

1) Facebook
a) Users range from early teens to later adulthood (71% of online adults use
Facebook)
b) Facebook would be good to target those in college by posting on University of
Northern Iowa affiliated sites to inform of upcoming discounts, rental properties,
articles, and open houses (examples would be specific graduating classes
Class of 16, confession pages, and student organization pages)
c) Can conduct surveys for opinions on possible additions or extra apartment
amenities (example: Would you prefer more one, two, or three bedroom
apartments to be remodeled next? or How much are you willing to pay for an
apartment with updated renovations vs an older apartment with old fixtures?)
d) Also to keep up with future remodeling (progress photos) and new additions

2) Twitter
a) Users range from late teens to late twenties (23% of online adults use Twitter)
b) Twitter would be good to target college students through hashtags and tweeting
at University of Northern Iowa affiliated accounts for retweets to inform of
discounts, rental properties, and open houses
c) Also to keep up with future remodeling and new additions

3) Radio
a) Users range from late teens to later adulthood
b) Usually listened to between 7AM-10AM, 12AM-1PM, and 3PM-6PM (times in
the car going to class,school, or work, during lunch breaks, and coming home
from class, school, or work)
c) Used as a quick informational commercial on discounts, upcoming rental
properties, and upcoming open houses
d) Stations include KULT 94.5 (Cedar Falls; Format: College), KQMG 95.3
(Independence; Format: Classic Hits), KOEL 98.5 (Cedar Falls; Format:
Country), and KZIA 102.9 (Cedar Rapids; Format: Top 40s)
e) Hitting surrounding areas of the Cedar Valley with different stations appealing
to different audiences tastes and preference (country, classic, top 40s, and
college)

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RADIO ADVERTISEMENTS
T and T Rentals: Pointe West Apartments

Radio Advertisement Sample 1

LOOKING FOR AN APARTMENT THAT WILL GIVE YOU A CITY-FEEL IN SMALL


TOWN, CEDAR FALLS? LOOK NO FURTHER THAN POINTE WEST APARTMENTS
LOCATED ON WEST 18TH STREET. T AND T RENTALS ARE OFFERING ONE FREE
MONTH OF RENT TO RENTERS WILLING TO SIGN A TWO YEAR LEASE. VISIT
POINTEWESTCF.COM FOR MORE INFORMATION

Radio Advertisement Sample 2

COME OUT TO POINTE WEST APARTMENTS LOCATED AT 1921 WEST 18TH


STREET IN CEDAR FALLS FOR A FIRST LOOK AT THEIR NEWLY RENOVATED 1-3
BEDROOM APARTMENTS. T AND T RENTALS WILL OFFER ONE MONTH OF FREE
RENT TO RENTERS WILLING TO SIGN A LEASE AT THE OPEN HOUSES ON
SEPTEMBER 10 AND 17.

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INTERNSHIP DETAILS
T and T Rentals: Pointe West Apartments

The mission of the two internship opportunities provided by T and T Rentals is to


efficiently promote T and T (Pointe West apartments) through social media, web
content, and distributed materials while supporting University of Northern Iowa students.

The internship opportunities will be unpaid and hours will be contingent upon the
students academic schedules. The internship program will begin on May 9 and will run
through the summer and Fall of that academic year. Interns may stay the entire year, or
work for one semester. This opportunity will benefit T and T by optimizing opportunities
to promote Pointe West Apartments economically to its target audience of UNI students
internally. In addition, this program will benefit the community by working with the
University of Northern Iowa and helping its students.

Internship Descriptions

Marketing Intern Responsibilities include but are not limited to:

Keeping the website up to date and interesting


Optimize web searches by using keyword research through Google Adwords to
come up with keywords for content
Create promotional materials such as flyers and ads using InDesign,
Photoshop and Publisher.
Table in the union with fellow intern to spread the word about Pointe West
Apartments
Maintain a positive image of T and T Rentals

Public Relations Intern Responsibilities include but are not limited to:

Writing content for Twitter, Facebook accounts and website


Updating Twitter and Facebook weekly with relevant content while interacting
with target audiences
Remaining active on UNI Facebook accounts, notifying students of open
apartments, new deals and discounts, etc.
Distribute flyers by going to student organizations meetings, tabling in the
union, posting flyers, and visiting fraternity and sorority houses with T and T
information
Table in the union with fellow intern to spread the word about Pointe West
Apartments

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TIMELINE
T and T Rentals: Pointe West Apartments

May 2016
M T W T F S S

2 3 4 5 6 7 8
Last Day UNI
of Finals Commencement

9 10 11 12 13 14 15
Start Start of
Summer Renovations
Interns

16 17 18 19 20 21 22

23 24 25 26 27 28 29

30 31

June 2016
M T W T F S S

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

10
27 28 29 30

July 2016
M T W T F S S

1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31
Send in Final Touches
Radio Ad on
Renovations

August 2016
M T W T F S S

1 2 3 4 5 6 7
Order Water
Bottles/Dum
Dums
Print Flyers

8 9 10 11 12 13 14

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15 16 17 18 19 20 21

22 23 24 25 26 27 28
UNI Classes KZIA Tabling: KQMG Tabling: KZIA Radio
Start. Radio Ad: 11AM-2PM Radio Ad: 11AM-2PM Ad: 9AM
Tabling: 7:30AM 12:30PM
11AM-2PM KOEL KULT Radio
Radio Ad: Ad: 3:45PM
6PM

29 30 31
Tabling:
11AM-3PM

September 2016
M T W T F S S

1 2 3 4
Tabling: KOEL
11AM-3PM Radio Ad:
5:45PM

5 6 7 8 9 10 11
KQMG Tabling: KULT Radio Staging at Open
Radio Ad: 11AM-2PM Ad: 8PM 4PM House
4PM 1PM-6PM

12 13 14 15 16 17 18
Staging at Open
4PM House
1PM-6PM

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19 20 21 22 23 24 25

26 27 28 29 30

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BUDGET
T and T Rentals: Pointe West Apartments

PRODUCT/ COST PER UNITS SIZE TOTAL


SERVICE UNIT NEEDED

1, 2, 3 Bedroom
Renovations NA 6 apartments and Bathroom NA
Apartments (2
of each)

Purple Water
Bottles .80 cents 200 28 oz. $160
(Discount Mugs)

Staging for $100-$300 2 ____________ $200-$600


Open House

Dum Dum
Pops-2 per
water bottle $5.50 3 150 per bag $16.50
(Spangler
Candy)

Interns Non-paid 2 ____________ $0


Internship

Colored Copies
for in Water .39 cents 60 8.5 x 11 inches $23.40
Bottles
(Staples)

Colored Copies: .39 cents. 40 8.5 x 11 inches $15.60


Flyers

Colored Copies:
Hardstock-Flyer $1.39 10 23.4 x 33.2 $13.90
s

Tabling _____________ 6 days tabling ____________ $0

Radio 8 (2 for each


$25-$100 station) ____________ $200-$800

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Facebook ____________ ____________ ____________ ____________

Twitter ____________ ____________ ____________ ____________

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EVALUATION
T and T Rentals: Pointe West Apartments

Recap of Target Audience


Primary Audiences
The primary audience is to target college aged students, because in order
to get T and T Rentals name marketed, they need tenants who are going to
re-sign leases. College aged students are going to be in the Cedar Falls area for
at least 4 years, so theyre the perfect target audience to get tenants for an
extended period of time.

Demographics Males and females ages 19-24


College Students
Financially Stable

Recap of Goals

1. To increase the awareness of T and T Rentals by increasing social media presence


and creating and implementing radio advertising

2. To promote the B
ig City Feel in a Small Town Apartment renovations of existing
apartments by organizing and holding an open house for prospective renters

3. To create an incentive for renters to promote T and T to peers by offering a free month
to those who refer friends

4. Target to students at the University of Northern Iowa by utilizing UNI resources such
as union tabling and creating an internship program

Recap of Media Strategies

Facebook
Start updating Facebook as soon as possible with photos and more frequent
post
Promote/introduce new renovation remodel ideas as soon as the plan is in
place
Keep the followers updated with frequent pictures of how the remodel is going
and a timeline of when the project is planned to be completed
After the renovation is complete, start promoting the open house

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Write post every week counting down until the open house to get follows aware
and excited about the event

Twitter
Make a Twitter account for Pointe West as soon as possible
Get UNI affiliated accounts to follow and retweet Pointe West Apartments after
the account is made
Once the account gains follows, promote the renovation as it is happening and
promote open house after renovation is complete
Promote deals for the open house and promote followers to retweet and like
after the renovation

Radio
Send radio ad at the end of July when students are starting to move back and
start school
Send the ad to KULT 94.5 (Cedar Falls; Format: College), KQMG 95.3
(Independence; Format: Classic Hits), KOEL 98.5 (Cedar Falls; Format:
Country), and KZIA 102.9 (Cedar Rapids; Format: Top 40s)
Send two different ads to each of the four different stations

Overall T and T Rentals wants to increase the amount of college students living in Pointe
West Apartments, by also creating awareness of the apartments to the general public. This
can implemented with the given goals and strategies provided in this pitch.

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CONTACT INFORMATION
T and T Rentals: Pointe West Apartments

Hannah Burds
Phone: (563) 543 9015
Email: b
urdsh@uni.ed
Senior at University of Northern Iowa

Jennifer Dunn
Phone: (563) 357 2097
Email: d
unnjad@uni.edu
Senior at University of Northern Iowa

Annie Lambert
Phone: (515) 468 8881
Email: a
lambert@uni.edu
Senior at University of Northern Iowa

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