90 Day Marketing Plan

Every three months, we change positions and strategies depending on the news and market trends.

For Auden Living, the toughest marketing test is now looming: how to continue effective student housing initiatives in an environment where a vaccine has yet to be found, and colleges are still defining the approach to the pandemic.

We adapt, adopt, and implement agile strategies that are fluid and coordinated.

Time Allocation
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Auden living will focus on specific segments, constant research, and analysis of each and every university the brand serves.

Relevancy
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Auden living will emphasize in realtime optimization. Analyze results and adapt. Deprecate non-working strategies every 15 days.

Amount
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Auden living will revise budgets, adapt, reduce, and eliminate spending for offline mediums.

Segmentation & Targeting

Auden Stats copy

4 Target Segments

As we develop a range of scenarios, Q4 will heavily focus on understanding, targeting, and creating campaigns that encompass University segment groups.

E.g., Cornell University

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Auden Living will heavily focus on in-person programs to market the inventory.
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Clubs & Organizations: There are (1416) at Cornell University; in-depth research will be conducted in all colleges we operate to generate updated database and release ad campaigns.
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Cornell Fraternities: (44 Total), continue to use fraternities to run referral promotions. 
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Faculty and Staff, Fall 2020: (1,684) Academic Professionals (1,114) Staff (7,485)

Segmentation & Targeting

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Marketing message for the next 90 days.

Living Experience Marketing Message to Focus on the Following

Auden

— Helped me adjust to living at ...

— Introduced me to new friends ...

— Provided me with a sense of community ...

— Made it easier to be involved in campus life ...

— Provided me with a safe and secure environment ...

Auden Living Brand Marketing Message to Focus on the Following

Auden

— Who we are.

— How we work.

— Life at Auden.

— Our Partnerships.

— Recovery Solutions. 

Auden’s Starting Position

Auden Map-03

Open Discussion

Actions to take or revisit if our markets go 100% online.

Range of possible scenarios

Best case (optimistic)
  • Student Housing is 100% back
Momentum case (continue on the current trajectory)
  • We can be agile and continue exploring outcomes
Worst case (pessimistic)
  • Revamp cost structure?
  • Be flexible on leasing terms (6 months)?
  • Transition into multifamily? For how long?
  • Keep vacant, focus on property, and brand improvement?

Next on This Section

Advertising Schedule

Auden Living | Updated: July 13th, 2020

This private webpage is intended to be continuously updated and further expand as COVID-19 develops, and solutions to key metrics are found; it serves as a reference for the marketing team to implement and adapt strategies.