Saira Lalani

DePaul University
DePaul Department of Housing and Residence Life
Patricia Nicandro
Pnicandr@depaul.edu
MKT 393
November 14, 2023

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I. Background
Introduction to Company/Organization
The Department of Housing and Residence Life is responsible for providing housing
services and support to students who live on campus. The department’s primary
responsibilities typically include managing and maintaining on-campus housing
facilities, including residence halls and apartment complexes. They ensure the safety
and security of residents by implementing security measures, emergency response
protocols, and collaborating with campus security or law enforcement when
necessary. They oversee the maintenance and cleanliness of residential facilities,
including repairs, renovations, and regular inspections. This company is private as it
is under a private university and is part of the university industry. This business is in
the management, scientific, and technical consulting services industry according to
the Hoovers Business Directory. As their home page describes, DePaul’s Department
of Housing and Residence Life’s mission is to have students “develop meaningful
friendships, explore new ideas and get involved with the university community”
(reference 1). They aim to provide exceptional services through high-quality
residences while encouraging residents’ personal growth and community
responsibility. Only a mile from Lake Michigan and five miles from Chicago’s
Loop, the 30-acre campus offers seven traditional residence halls as well as four
apartment-style buildings.

II. Environments
A. Competition:
DePaul University's Department of Housing and Residence Life is not a part of a
specific industry in the traditional sense. Instead, it is a component of the higher
education sector, specifically focused on providing housing and residence life
services for students attending DePaul University. The industry, in this case, is
higher education. The higher education industry is vast and includes universities,
colleges, and other educational institutions globally.
In the United States, DePaul University faces competition from other private and
public universities, both at the local and national levels. The size of the higher
education industry is significant, with thousands of institutions worldwide. In the
United States alone, there are hundreds of universities and colleges. DePaul
University's main local competitors include other universities in the Chicago area,
such as Northwestern University, Loyola University Chicago, and the University of
Illinois at Chicago. However, focusing on the campus’ city location, Loyola and UIC
are the main competitors. This map can be seen in exhibit 1. Competition for
students, faculty, and research funding can be intense at the local level.
Nationally, DePaul competes with a wide range of private and public universities
across the United States. Prestigious universities with strong academic programs and
research facilities are often considered competitors. Higher education institutions
face challenges related to enrollment, funding, and adapting to technological
advancements. Trends such as online education, globalization, and changing student
demographics impact competition and strategic priorities. According to Market
Growth Reports, the “global Student Housing market size was valued at USD
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11000.0 million in 2021 and is expected to expand at a CAGR of 4.95% during the
forecast period, reaching USD 14700.0 million by 2027” (reference 9). This shows
just how huge the higher education housing market is. However, within the realm of
student housing and residence life, DePaul may face competition from other local
housing options, including private apartments and off-campus housing providers.
B. Technology:
A number of technologies are used in this industry to make it successful. Various
kinds of technology are used at universities all over the world to make them stand
out from the others. Let us begin from the consumer standpoint. Starting from the
college application process, virtual tours and augmented reality applications allow
students to explore housing options remotely, providing a more immersive
experience during the housing selection process. DePaul’s virtual tour website,
which is made through YouVisit.com, assisted many in deciding whether they
wanted to attend the school or not (reference 6). Web-based applications and
communication platforms facilitate the online application process for housing,
making it easier for students to apply and for administrators to manage applications.
Along with this, universities often use advanced housing management systems to
streamline processes such as room assignments, billing, and maintenance requests.
These systems enhance efficiency and improve the overall resident experience.
AI and chatbots can be implemented in the university housing industry to enhance
customer service and provide quick responses to common queries. Most websites
have chatbots that can assist students with inquiries related to housing applications,
room assignments, and general information, improving overall user experience.
ChatGPT and similar conversational AI tools can be employed to create virtual
assistants capable of enhancing student services, providing personalized
recommendations for housing options based on individual preferences and needs.
Smart building technologies are also on the rise, with features like smart thermostats,
keyless entry systems, and energy-efficient lighting enhancing comfort and security
in residential facilities. Although DePaul has not started using these smart
technologies yet, they do offer student security through ID swipes or mobile ID taps
before entering the dorm buildings. This ensures only residents enter specific dorms
to reduce dangerous activity. Mobile apps play a crucial role in facilitating
communication between housing departments and residents, offering real-time
updates on maintenance requests and important announcements. Additionally,
technology enables students to reserve study rooms and shared spaces within
residential buildings, enhancing accessibility. Although DePaul housing does not
offer this, other parts of the university like the library does allow students to reserve
spaces online. Digital communication platforms, including email, messaging apps,
and social media, are commonly utilized to keep residents informed about updates,
events, and community information. DePaul’s Department of Housing and Resident
Life uses the handle @depaulhousing for their Instagram, TikTok, and Facebook
accounts and these pages are where both students and parents can stay connected
(reference 5). These technological innovations collectively contribute to a more
efficient and modernized university housing experience. AI-driven analytics tools
can analyze large datasets to identify patterns and trends, aiding in strategic decision-
making for housing planning and resource allocation. AI can also help automate

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routine administrative tasks, allowing housing staff to focus on more complex and
personalized aspects of student support. Overall, DePaul University does an
excellent job at utilizing the many types of technological tools that are popular today
to improve student housing access and security.
C. Economy:
The university housing industry, like any other sector, is influenced by a range of
economic factors. There are a number of factors that can be beneficial to the industry
but also many that can hurt the industry. For example, high employment rates and
robust economic growth generally result in increased student enrollment, leading to
higher demand for university housing. Conversely, economic downturns may lead to
decreased enrollment as students may choose to delay or forego higher education due
to financial constraints. Higher inflation may lead to increased expenses, potentially
impacting housing fees for students. This may also cause students to forgo higher
education, or just choose a cheaper option.
When it comes to interest rates, changes in rates can affect the cost of financing for
universities. Higher interest rates may increase borrowing costs for capital projects,
including housing facilities. Rising interest rates can impact the university's ability to
invest in or maintain housing infrastructure. This is a challenge many older
universities face, since statistics show that students now prefer more modern,
technologically advanced housing options. According to Research.com, “In 2012, the
modern design style was favorite among 50% US students, whereas the traditional
style won the heart of 34% of students” (reference 1). This shows that not only do
students depend on having student housing options available, but they also focus on
the style of student housing available. Along with fluctuating interest rates,
universities often rely on endowments and investments to fund various initiatives,
including housing projects. Poor stock market performance may limit the financial
resources available for such projects. Financial volatility can affect the stability of
university finances and impact long-term planning.
When it comes to employment, shortages in skilled labor can lead to increased
competition for construction and maintenance services, potentially raising costs.
Universities may face challenges in timely project completion if there is a shortage
of skilled workers in the construction industry. Labor costs and relations with unions
can impact the overall cost structure of housing projects as well. Labor disputes or
increased labor costs may affect the budgeting and planning for university housing.
Shortages in labor can lead to delays in housing projects and potentially increase
costs. Global economic conditions and trade policies can influence the cost of
construction materials and other resources. Tariffs or disruptions in the supply chain
can lead to increased costs for building and maintaining university housing.
Universities may face challenges in meeting the demand for housing if there are
supply shortages in the construction industry.
D. Legal or political factors
Several legal and political factors can affect the university housing industry,
including those that might have implications for DePaul University's Housing
Department. For example, fair housing laws prohibit discrimination based on race,

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national origin, religion, sex, familial status, or disability. Compliance with these
laws is crucial for university housing to ensure equal access and treatment for all
students. Some jurisdictions may have specific regulations governing student
housing, including safety standards, occupancy limits, and building codes.
Adherence to local and national regulations is essential to ensure the safety and
well-being of students residing in university housing. Another example of a legal
factor is Title IX Compliance. Title IX prohibits discrimination on the basis of sex
in education programs and activities. Universities must comply with Title IX
regulations, including those related to housing. Any changes or updates to Title IX
regulations should be carefully followed to ensure continued compliance. All
DePaul employees, including student employees are required to take sexual
harassment training, along with their regular training, and this program goes over
the Title IX rules and what to do in the case someone breaks them. The Americans
with Disabilities Act (ADA) requires that facilities, including housing, be accessible
to individuals with disabilities. Universities must ensure that their housing facilities
meet ADA standards to accommodate students with disabilities. Many schools,
including DePaul, have elevators or ramps available for individuals who have a hard
time walking. Apps are also available, such as the laundry timer app, so that
students do not need to repeatedly go up and down the building to check if their
clothes are done.
Legislative discussions or changes related to housing affordability, student loan
policies, and federal funding for higher education are topics that may impact the
university housing industry. This includes changes in the FAFSA. For example, if
students can no longer afford to pay the housing cost, universities will see losses in
not only on-campus residents, but also overall student enrollment. Any discussions
or regulations regarding public health emergencies, like the ongoing COVID-19
pandemic, can have direct implications for university housing operations. Public
health regulations and guidelines, especially in the context of the COVID-19
pandemic, can impact housing occupancy, safety protocols, and overall housing
operations. Ongoing monitoring of health-related regulations is essential to adapt
housing practices in response to the evolving situation. In 2020, many schools took
precautions by shutting down housing facilities. When they opened back up, they
enforced rules like wearing face masks, requiring vaccinations, and having a limited
number of guests in student housing buildings.
E. Customer trends:
Trends in the university housing industry evolve in response to changing student
preferences, technological advancements, and broader societal shifts. Although this
is the main offering from university housing departments, students seem to be
trending away from traditional dormitory-style sousing. Many students are moving
away from traditional dormitory-style accommodations in favor of more modern and
apartment-style living arrangements. Instead, students are increasingly attracted to
housing options that feature modern technologies, such as smart home systems, high-

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 speed internet, and tech-integrated study spaces. DePaul offers key card swipes, and
now students can even tap their card through their mobile phones. This ensures that
students are secure in their buildings. According to Calvin Hennick, College
Planning & Management magazine recently surveyed colleges and universities to
determine several of the most common features in today's campus residence halls
and found that 96% of colleges and universities offer card access to residential
buildings (reference 7). This shows that DePaul is up to date with this type of
security technology. Students are also increasingly seeking housing options with a
variety of amenities, such as fitness centers, study spaces, communal areas, and
recreational facilities. Housing with limited amenities may be less attractive to
students.
While DePaul owned housing facilities do not have these amenities, University
Center in the Chicago Loop, DePaul’s partner, does. University Center is a mid-rise
building that offers housing to college students from DePaul, Roosevelt, UIC and
Columbia College Chicago. Many students prefer this option because it gives an
independent feel and seems to be more of an apartment complex with various
amenities than a traditional dorm building. Some students are exploring off-campus
housing alternatives, seeking greater independence and different living experiences.
This trend is influenced by factors like cost, location, and lifestyle preferences.
Housing options that promote isolation or lack community-building aspects may be
less appealing. Modern preferences often lean towards fostering a sense of
community and social interaction, which is why students are leaning towards options
that have flexible, open spaces that can be used for both studying and group social
gatherings. DePaul’s traditional dorm-style buildings offer “common lounges” that
include a small kitchen area, as well as a living area with tables, couches, TVs and a
printer. This way students can gather and complete various activities there. Overall,
DePaul University seems to be doing a great job at keeping up with consumer trends
and ever-changing technology.

III. The Organization’s Marketing Mix

A. Target Market
The target market for a university housing department is current students. University
housing departments primarily serve the needs of current students who require on-
campus housing. This includes undergraduate and graduate students. It also includes
prospective Students: Some university housing departments, like DePaul's, also cater
to prospective students who are considering enrolling in the university and may have
questions about on-campus housing options. There is no “customer” since the
department does not technically sell anything. All university housing departments
have the same customer type. However, some may focus on specific groups like
transfer or international students. Some university housing departments partner with
local businesses, housing providers, or real estate agents to offer housing resources
to students, so they may also target this group. The specific target market for a
university housing department can vary depending on the university's size, location,
and policies. However, the primary focus of the department is on providing safe,

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convenient, and affordable housing options for enrolled students and those who
support them in their housing decisions.
B. Offering (Product/Service)
University housing departments offer a range of products and services related to
student housing and residential life on campus. The main thing that DePaul Housing
offers is on-campus housing options for university students. University housing
departments typically provide dorm-style accommodations for students, which may
include single, double, or suite-style rooms, and they are often equipped with basic
furnishings, including beds, desks, and closets. Some universities offer apartment-
style housing options that include kitchens and common living areas, which are often
popular among upperclassmen and graduate students.
Many universities’ housing departments partner with dining services to offer meal
plans to students living on campus. Meal plans may include options for dining in on-
campus dining halls or using dining dollars at various food outlets. DePaul Housing
also focuses on safety and security. They are responsible for maintaining a safe and
secure living environment. This includes providing security personnel, implementing
access control measures, and addressing safety concerns. Lastly, the housing
department handles maintenance and repairs in the residential facilities. Students can
report issues, and the housing department is responsible for addressing them
promptly.
C. Revenue/Pricing:
While DePaul University's Department of Housing and Residence Life was not able
to be obtained, a general overview of how university housing departments typically
generate revenue and how they may compare to competitors has been compiled.
University housing departments generally have various revenue sources, as well as
ways of getting free or discounted items. The primary source of revenue for
university housing departments is the fees charged to students for room and board.
These fees often cover the cost of accommodation, utilities, and sometimes meal
plans. According to the DePaul Housing website, housing rates are anywhere from
$2,800 to almost $5,000 (reference 8). Meal plans, on the other hand, start from
$808, according to the dining section of the website (reference 11). Some university
housing departments generate additional revenue by renting out facilities for
conferences, events, or summer programs when regular academic sessions are not in
session. Offering housing to students during the summer months, whether for
academic programs, internships, or conferences, can be a revenue-generating
strategy for university housing departments. Collaborating with external entities,
such as local businesses or organizations, for housing-related services or
sponsorships can contribute to revenue. The university does offer Blue Demon
Discounts, which are a collection of student discounts that students can get at various
stores or restaurants across the city by showing their student ID. This includes places
like Dunkin’ Donuts, Microsoft, AMC Theaters, Divvy Bikes, and more (reference
4). DePaul Housing also partners with Amazon’s Student Program to offer welcome
tote bags, filled with goodies to the new students unpacking in their dorms during
move-in week. The department also partners with MicroFridge, which is a company
that partners with universities to offer a joint fridge-freezer-microwave unit for

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students to have in their room. This is useful because the unit follows safety
protocols. The school then earns a portion of every sale the company makes. Some
university housing departments, particularly within larger institutions, may benefit
from donations and endowments from alumni, parents, or other supporters. A
comprehensive understanding of how the DePaul University Department of Housing
and Residence Life pays for itself would require access to specific financial reports
and internal information. However, it can be said that the revenue structure is likely a
combination of student housing fees, auxiliary services, external partnerships, and
potentially contributions from donors. Comparisons with competitors would involve
evaluating factors such as fees, amenities, and occupancy rates to assess the
department's competitiveness in the market.
D. Distribution:
The housing department technically has a wide variety of products and services.
However, the main one is the dorm rooms. Students typically apply for on-campus
housing through an application process facilitated by the housing department. This
process may involve submitting preferences, roommate requests, and other relevant
information. Once applications are processed, the housing department assigns
students to specific rooms or housing units based on factors such as preferences,
availability, and any specific housing policies. The housing department
communicates with students through various channels, including online portals,
email, and informational sessions. Important details about move-in dates, housing
policies, and other relevant information are shared through these channels. The
distribution of housing services involves a combination of administrative processes,
communication strategies, and resident engagement efforts. Understanding how
DePaul's Department of Housing and Residence Life compares to competitors in
these areas can help assess the overall effectiveness and competitiveness of its
housing services in the university market.
E. Marketing Communication:
DePaul utilizes online advertising channels, such as display ads, social media ads,
and search engine marketing, to reach prospective students. Online advertising can
be targeted based on demographics, interests, and online behaviors. It is also used to
target current students. Leveraging social media platforms like Facebook, Instagram,
TikTok, and others is used to engage with students, share information about housing
options and policies, and create a sense of community. Social media is often used for
announcements, virtual tours, and interactive content. According to a Forbes article,
online platforms can “not only improve transparency but also help students feel more
connected and involved in their housing community. This is particularly important
for students who may be living away from home for the first time and are seeking a
sense of community and belonging” (reference 12). The two main platforms for this
department are Instagram and TikTok, which are used to inform current on-campus
residents about housing policies and events, as well as foster a welcoming
environment. The Facebook page, on the other hand, is geared towards parents and
faculty members. This means that a different voice is used on this page. The TikTok
account, which has the handle @depaulhousing, features relatable videos with trendy
sounds about college life or other DePaul or Chicago-related events. This can be
seen in exhibit 2, where the account shows a recap of their FEST 2023 event, an on-
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campus concert starring Flo Milli as the main performer. They also feature room
tours and show the amenities of each residential building, which enables prospective
students to get a sneak peek of what their life at DePaul University may look like. On
Instagram, they post about housing policies, such as those that relate to fire safety or
laundry tips and tricks. All Chicago colleges have recently seen an increase in
criminal activity, so they have also posted a “carousel” post showing the different
safety resources the school offers, enabling students to feel safe on campus at all
times. This can be seen in exhibit 3. The account also posts “real” pictures of campus
and campus life, which can be seen in exhibit 4, and this gives the audience a
glimpse into school’s vibe. Collaborating with student influencers or campus
ambassadors to share their experiences with university housing is also a really
important tool. Peer recommendations can be influential in attracting prospective
residents. While the accounts do not currently focus on influencers, they are taking
an initiative to focus on having all kinds of students featured in the videos to give a
“real” and “raw” vibe to it. Student features add authenticity to the university's
online presence. Prospective students, parents, and followers can relate to the real
experiences of their peers, making the content more authentic and relatable.
Featuring a diverse range of students on social media reflects the inclusivity of the
university community. It demonstrates the variety of backgrounds, interests, and
experiences within the student population. Social media allows students to see
themselves as part of a larger collective, creating a positive and supportive online
environment.
Sales promotions are a huge part of marketing as well. Offering promotions or
incentives for students who choose university housing, such as discounts, waived
fees, or additional amenities. Promotions can create a sense of urgency and
encourage early commitments. As mentioned earlier, DePaul partners with
MicroFridge to offer students a combination unit to keep in dorm rooms (reference
10). Every year, DePaul offers a discount where students get a lower cost or free
delivery the earlier that they order. This works because students see it as a great deal,
which gets them to purchase the product.
Lastly, in-person events are great for marketing communication. Hosting or
participating in events, both on-campus and virtually, to connect with students and
their families is an excellent way to engage prospective and current students. Open
houses, information sessions, and virtual tours are examples of events that showcase
housing options and policies. Oftentimes, these events feature giveaways where
students can get free prizes or school merchandise. This is another example of
marketing the brand. When students win merchandise, they wear clothing with the
school's name on it, which basically makes them a free, walking advertisement – this
is amazing from a company standpoint!
When it comes to measuring effectiveness, there are lots of tools available to see if
certain marketing techniques are really working. The most obvious tool is website
analytics. Analyzing website traffic and engagement metrics can help assess the
impact of online marketing efforts. Metrics such as page views, time spent on the
site, and conversion rates can be valuable indicators. Social media metrics is also
another important tool. Examining social media analytics, including likes, shares,
comments, and follower growth, helps gauge the reach and engagement of social

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 media marketing efforts. Tracking the number of housing applications received in
response to marketing efforts can indicate the effectiveness of promotional
campaigns. Tracking the conversion rates from inquiries to actual housing
applications or commitments provides a quantitative measure of the success of the
marketing funnel. Also, collecting feedback through surveys from current residents
or applicants can provide insights into the effectiveness of marketing messages and
the overall satisfaction of residents. Gathering qualitative feedback through focus
groups, interviews, or online reviews can offer valuable insights into the perceptions
and experiences of residents influenced by marketing efforts. However, this may not
be the most accurate tool since many tend to speed through surveys, especially if
there is an incentive to do it, so people will not take the time to give their honest
reviews. The effectiveness of marketing strategies for university housing is often
measured through a combination of quantitative data, such as application rates and
occupancy rates, and qualitative feedback from residents. Continuous monitoring and
adaptation of marketing methods based on the analysis of these metrics help housing
departments stay responsive to the needs and preferences of their target audience.

IV. SWOT Analysis:

Strengths: DePaul University's urban campuses, including its housing facilities, are
located in vibrant and culturally rich areas of Chicago, providing students with
access to numerous amenities and opportunities. Therefore, the school’s city location
is a strong advantage compared to its competitors, which are not located in the heart
of the city. The department also offers diverse housing options, including traditional
residence halls, apartments, and themed living communities, catering to the varied
preferences and needs of students. Students have the option to live in a place that
best suits their lifestyle. Through these different buildings, the department has a
residence assistant community which actively engages with residents through events,
programming, and community-building initiatives, fostering a sense of belonging
and enhancing the student experience. Lastly, DePaul uses technology to their
advantage. Utilization of technology in housing processes, such as online
applications, virtual tours, and efficient communication channels, enhances
accessibility and convenience for students. Technology is also used to help students
feel like they are safe and secure at their on-campus residence. Students must swipe
or tap their ID card when entering any residential building to ensure that only
permitted people are allowed.
Weaknesses: DePaul faces challenges related to limited on-campus housing
availability, potentially leading to increased demand and competition for these
spaces. Some housing facilities may face challenges associated with aging
infrastructure, potentially requiring ongoing maintenance and renovations. For
example, Seton Hall does not offer elevators and Corcoran Hall does not have air
conditioning. These are amenities that are very important for students and if
buildings do not offer them, students do not want to live on-campus or even attend
the school and will likely choose another option instead. The cost of living in on-
campus housing is relatively high compared to off-campus alternatives or other
colleges, potentially impacting affordability for some students. For example, a
double deluxe room in DePaul’s LeCompte Hall costs about $12,000 for a full
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 academic year, while a double room at University of Illinois at Chicago is about
$9,000. According to CollegeSimply.com, “living costs (room and board or off-
campus housing budget) at University of Illinois at Chicago are 24.3% lower than
costs at DePaul University” (reference 2). So, in terms of living, UIC is more
attractive to many students.
Opportunities: Opportunities exist for the department to invest in expanding and
renovating existing housing facilities, ensuring they meet the evolving needs and
preferences of students. As stated earlier, Seton Hall does not offer elevators, so
there are less options for those with a disability to live on-campus. DePaul can take
advantage of the money that they get and invest it into updating their buildings to
include useful amenities, especially as more students are speaking up about
inclusivity. The implementation of sustainable and eco-friendly practices in housing
operations can align with the growing interest in environmental responsibility and
attract environmentally conscious students. As climate change is becoming a more
concerning situation every day, DePaul should increase their sustainability efforts
and market them heavily. Further integration of technology, including advanced
online platforms and updated virtual reality tours, can improve the efficiency of
housing processes and enhance the virtual experience for prospective residents.
Exploring collaborations with external partners, local businesses, or organizations
can provide additional resources, support, and opportunities for both students and the
housing department. Working with influencers is a common trend seen in the digital
marketing world, and DePaul would definitely benefit from partnering with other
brands that students use as well as popular influencers they feel that they can relate
to.
Threats: Economic downturns or fluctuations may impact students' ability to afford
on-campus housing, potentially leading to changes in demand. The availability of
attractive and potentially more affordable off-campus housing options may pose a
competitive threat to on-campus housing demand. Public health crises, such as the
ongoing COVID-19 pandemic, may pose threats to the normal operation of housing
facilities, requiring adaptability and responsiveness. As mentioned earlier, changes in
fair housing laws, student housing regulations, or zoning laws could impact the
department's ability to operate or expand its housing offerings.
DePaul University's Department of Housing faces a dynamic environment with both
strengths and opportunities to capitalize on, as well as weaknesses and threats to
navigate. Strategic planning, continuous improvement, and proactive adaptation to
changing trends and circumstances are crucial for the department's success in
providing quality housing services to its diverse student population.

V. A Statement of the Benchmark and Marketing Goal:

Benchmark: The current benchmark for DePaul Housing's Instagram account is
1,950 followers with an average of 100 likes per post. The engagement rate,
calculated as the average likes per post divided by the number of followers, is
currently at 5%.
Goal: By the end of the academic school year, the marketing goal is to increase
Instagram followers to 2,500 and raise the average likes per post to 200. The aim is

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 to enhance the online presence, engagement, and reach of DePaul Housing on
Instagram. This goal aligns with the broader objective of enhancing student
satisfaction and optimizing the utilization of available housing resources. So, the
SMART marketing goal is to increase Instagram followers to 2,500 and achieve an
average of 200 likes per post with an engagement rate of 8% by June 2024.

VI. Solution to Achieve Goal in V:

To achieve the goal of increasing Instagram followers to 2,500 and average likes per
post to 200 for DePaul Housing, a strategic approach focusing on content,
engagement, and partnerships can be effective. Focusing on content strategy is
important for any company’s social media. Create visually appealing content that
showcases the best features of DePaul's housing facilities. High-quality photos,
videos, and creative design can capture attention. While many companies use a
professional camera, an iPhone camera would be sufficient for this account, since the
goal is to give a relatable, friendly feel to the account. Experimenting with different
content types, including carousel posts, stories, and reels is also a good idea.
Diversifying content keeps the feed interesting and caters to various user
preferences. However, once a type of content that does well is identified, the account
should stick to posting that kind of content. User-Generated Content, or UGC, is
another very popular tool many accounts, especially in the university housing
industry, use. Encouraging students to share their experiences using a branded
hashtag is smart. Repost UGC with proper credit, showcasing the authentic and
positive experiences of residents is content that students love to see because it feels
“raw.” Each post should have engaging and relatable captions that encourage
followers to interact. Asking questions, sharing interesting facts, or prompting
followers to tag friends who might be interested is a way to allow students to feel
heard to valued. Along with this, we must actively engage with followers by
responding to comments, direct messages, and mentions promptly. Building a
responsive and interactive community fosters loyalty and encourages others to
engage. I could conduct regular Q&A sessions through Instagram Stories or live
sessions to address questions, concerns, or inquiries about housing. This promotes
transparency and engagement. I currently utilize Instagram features such as polls,
quizzes, and interactive stickers to encourage participation and will continue to do
this. This not only increases engagement but also provides valuable insights into
follower preferences. An opportunity presented to many university housing
departments is influencer partnerships. Schools can collaborate with student
influencers, alumni, or local influencers who have a connection to DePaul
University. Ensure that their content aligns with the university's values and resonates
with the target audience. We can even allow influencers or students to take over the
Instagram account for a day, sharing their daily life or experiences in university
housing. Takeovers can boost engagement and attract new followers. We can explore
partnerships with local businesses or brands that align with the interests of students.
Collaborative campaigns or giveaways can attract attention from the broader student
community. This also shows prospective students the attractions in the area which
will encourage them to apply to attend the school and live on campus. With this, we
can host giveaways or contests with attractive prizes to encourage participation. To

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enter, followers may need to tag friends, share posts, or follow the account, thereby
increasing visibility and engagement. By implementing this comprehensive strategy,
incorporating engaging content, influencer partnerships, and brand collaborations,
DePaul Housing can create a dynamic and vibrant Instagram presence that attracts
new followers, increases engagement, and meets its SMART marketing goals.
Regularly assessing and adjusting the strategy based on analytics ensures continued
success in reaching and exceeding these targets.

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 VII. Reference Page

1. Bouchrika, Imed. “82 Student Housing Statistics: 2023 Data, Insights & Predictions.”
Research.Com, 27 July 2023, research.com/education/student-housing-statistics#housing
2. CollegeSimply. “Compare DePaul University vs. University of Illinois at Chicago.”
CollegeSimply, www.collegesimply.com/colleges/compare/depaul-university-vs-
university-of-illinois-at-chicago.Accessed 10 Nov. 2023.
3. “Commuters & Non-Residents.” Mean Plans & Rates | DePaul University, Chicago,
offices.depaul.edu/dining/meal-plans-and-rates/Pages/commuters-non-residents.aspx.
Accessed 10 Nov. 2023.
4. “Demon Discounts.” Demon Discounts | DePaul University, Chicago,
resources.depaul.edu/demon-discounts/Pages/default.aspx. Accessed 10 Nov. 2023.
5. DePaul Housing Instagram. Instagram, www.instagram.com/depaulhousing/. Accessed
10 Nov. 2023.
6. DePaul University, Virtual Reality, “DePaul University.” In Virtual Reality.,
www.youvisit.com/tour/depaul. Accessed 10 Oct. 2023
7. Hennick, Calvin. “Modern Dorms Use Technology to Expand Their Reach.” Technology
Solutions That Drive Education, 26 June 2023,
edtechmagazine.com/higher/article/2015/08/modern-dorms-use-technology-expand-their-
reach
8. “Housing.” Housing | DePaul University, Chicago,
offices.depaul.edu/housing/Pages/default.aspx Accessed 10 Oct. 2023.
9. Market Growth Reports. “Student Housing Market 2023 Size, Share, Trend, Revenue,
Key Players with Latest Research Report till 2027.” LinkedIn, 24 Aug. 2023,
www.linkedin.com/pulse/student-housing-market-2023-size-share-trend-revenue/.
10. “My MicroFridge Home.” myMicroFridge, mymicrofridge.com/. Accessed 10 Nov.
2023.
11. Rates. Rates | Housing Options | Housing | DePaul University, Chicago,
offices.depaul.edu/housing/housing-options/Pages/rates.aspx. Accessed 10 Nov. 2023.
12. Shankar, Madhavi. “Council Post: 5 Reasons Why Universities Should Automate on-
Campus Student Housing.” Forbes, Forbes Magazine, 1 Mar. 2023,
www.forbes.com/sites/forbestechcouncil/2023/02/28/5-reasons-why-universities-should-
automate-on-campus-student-housing/?sh=1393f09e1e3f.

VIII. Exhibits

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1. Map of Competitors

Source: Google Maps

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2. Social Media: DePaul FEST Recap TikTok

Source: TikTok

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3. Social Media: Safety Graphics Instagram Posts

Source: Instagram

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4. Social Media: Campus Instagram Posts

Source: Instagram

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5. SWOT Analysis

Strengths Weaknesses
- Location - Limited On-Campus Space
- Diverse Housing Options - Aging Infrastructure
- Technology Integration - High Cost of Living

Opportunities Threats
- Partnerships with Local - Competition with Off-Campus
Businesses/Influencers Housing
- Increase Community Engagement - Cost of Living
- Expansion of Online Services
- Sustainability Efforts

Source: DePaul Housing and Residence Life Website

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