Downtown Student Housing

1. THE U @
SPRINGFIELD
Whitney Brown

2. Why the U?
• Prime location
• In-between Drury & MSU
• Affordable
• Student living
• Fully Furnished

3. What are your needs and
wants during your college
living experience?
• “Having my own bathroom!”
• “living with or near my friend. This is probably
the last opportunity I will get with them before
I graduate!”
• “I don’t need everythinh The U offers. But its
definitely a perk!”
• “A 24/7 gym.”

4. When choosing student living,
why was The U the choice for
you?
Location
Off Campus
Friends
Style

5. What do you like most
about living at The U?
• “Roof top patio.”
• “The social lounge.”
• “The location and the view!”
• “How many great friends I have made by living
here!”

6. Springfield Brew Co
Tasting/ Meet and Greet
event

8. The Garage

9. Social Lobby

10. 24/7 Gym

11. Room Model

12. McDaniel Building

13. SWOT ANALYSIS
Strengths:
• Affordable off campus student living focused on Missouri State and Drury
students bringing a combination of different students together.
• Monthly seminars offering advice from local entrepreneurs and
successful business people of Springfield.
• Located off the Square in downtown Springfield making several local
businesses in walking distance.
• Located in-between MSU and Drury.
• Discounts offered by several local businesses including Dublin’s Pass,
Blue Bull bar and grill, and Modern Society.
• Only student housing complex in the Springfield area allowing pets.
• On site parking

14. Weakness:
• Off Campus
• Cost of living
• Loud downtown location
• Traffic

15. Opportunities:
• New building = new tenants
• With the woodruff building being completed
by next fall offering several new apartments as
well as offering a rooftop pool available to U
tenants as well as new woodruff tenants

16. Threats:
With Kimbrough being flooded with new student
housing complexes such as the following, The U
must stay on top of the game.
• Springfield Lofts
• Bear Village
• Deep Elm

17. Promotion
• Currently The U has been communicating their marketing mix by word of mouth,
location, and social media. Being in a high traffic area in downtown Springfield has its
benefits because information and curiosity travels by word of mouth with little to no
effort.
• I decided to take an aggressive approach to the pros of living at The U versus a similar
student-housing unit. I used the research I have collected over the last few months on
millennials, how they live, and their wants. Since it is very apparent that millennials
prefer to support local, and although they still enjoy social events, eating has turned
into the events apposed to eating before an event. After discovering these facts I
reached out to several local businesses and many known as bests of 417 in hope of
more appealing pairings and connections to separate The U from the competitors.
• As a result of reaching out to these businesses I have made an “access card” for U
tenants, which allows several discounts only available to The U. This will not only
benefit U tenants but also bringing more business to the local restaurants, bars, and
stores.