Maintains brand promise (/35)
Alignment with strategic vision (/25)
Long-term viability (/25)
Cost effective (/15)
Total
Strategy #1: Market to lower-year students for short-term employment
15/35
15/25
10/25
12/15
52/100
Strategy #2: Market to upper-year/graduate students for long-term career
25/35
20/25
20/25
12/15
77/100
Strategy #3: Market to both segments through short-term employment and long-term careers
30/35
22/25
22/25
10/15
84/100
Recommendation Currently, the strategy of marketing to both segments of students is the most viable option for Schlegel Villages. Since Schlegel Villages is particularly passionate about maintaining its brand promise, “life purpose within a caring community”, it was rated the highest…show more content… Schlegel should also define their unique selling points with the college or university’s programs to ensure that their values are aligned. This means selectively targeting the educational institutions they want to work with at the beginning of their business. It is imperative that they have a mutually beneficial partnership to leverage the Schlegel Village name while students are learning about hospitality opportunities. With limited resources, Schlegel Villages should target schools that have a high number of students, such as the University of Guelph, Ryerson University, and Humber College, as well as colleges that have a specific program in retirement community management, such as Fanshawe, Centennial, Durham and George Brown (Appendix D). This will maximize the reach of Schlegel’s recruitment plan, while simultaneously targeting the ideal types of candidates. As these colleges have specific retirement programs and courses, their specialization would have an advantage in partnering with Schlegel Villages. It is also important to differentiate between the college and university level, as the college programs tend to be more practical based, whereas the university programs are more inclusive of business or science requirements. Schlegel Villages should also assess the distance from their locations to various universities/colleges and their campuses to better leverage a relationship with potential partners. For example, the Village of Arbour Trails is extremely close to the University of Guelph campus, which offers hospitality courses. Their proximity could, therefore, be beneficial in terms of a partnership. Additionally, Schlegel Villages should establish if any of their current employees are alumni of reputable schools, which they can leverage for forming
