I Need An Ad: Wholistic Strategic Planning & The Marketers’ Toolbox


May 25 2021


12:00 pm


Memorial University experienced a decline in its older residences’ occupancy rate from 90% to 80%. The residence director felt an ad campaign would resolve the problem. MarComm reviewed all obstacles to increasing occupancy including the rental marketplace, perceptions, operational, communications and the users’ experience on the residence website. Oh yeah, and we also executed a campaign that resulted in a 4% increase in occupancy.

Learning Objectives

  • Explain how to identify the true problem
  • Reveal how we solved it
  • Results and Q&A