The Marketing of Residence Halls: A Question of Positioning

ABSTRACT

Recent declines in freshman and sophomore enrollments have resulted in increasing competition for institutions seeking to market residence hall services. This study investigated the manner in which these institutions are responding to today's environment. Questionnaires were mailed to 685 directors of residence halls, of which 343 responded. The study revealed the percentages of private and public institutions offering different amenities, the main selling points offered in promotional brochures, and the most common complaints expressed by residents. In addition, dormitory residents at a large midwestern university were surveyed in order to determine the importance placed on various attributes. The findings are compared to the current university housing offerings and the perceptions of the university's housing director.