Talking Stick - July/August 2018 - 14
JUST IN
Dorm Is Not a Four-Letter Word
Okay, it is a four-letter word, but it is not a bad four-letter word. Have you ever
been to an outreach event and had someone stare at you blankly when you
talked about your residence halls? Have you ever asked your customer service
staff what term they hear the most when someone is referring to the buildings
students live in on campus? A frequent answer is "dorm."
The marketing team at the University of Arizona in Tucson observed that
the terminology used to refer to on-campus housing changes from one group
to another: University staff and those within the campus housing industry use
the term residence hall, while their target audience, students and their families, use the term dorm. Staff understand the background for shifting to the
term residence hall; 20 or 30 years ago institutions were trying to create a more
encompassing environment that was not just a place to sleep but also supported
students in various ways during their transition to college. However, though
the industry has been trying to change the nomenclature for years, it still hasn't
caught on.
The marketing team at Arizona proposed that the university go back to using
the word dorm in their recruitment efforts, since this is the term used by their
target audience. To ensure that their observations were accurate, they conducted
a survey of more than 400 students and parents in Arizona and California,
which revealed that dorm was the term most of them use to refer to on-campus
housing. Some of the key findings from a survey conducted by Beehive Research
from March to April 2018 were that the word dorm is typically used by both students and parents, and 19 percent of the students surveyed did not recognize the
term residence hall when used to refer to on-campus housing, while 95 percent
of the students recognized the word dorm. For these reasons, the University of
Arizona will now be using the term dorm in their fall 2019 recruitment efforts.
- Dana Robbins-Murray
Which terms do you typically use when
talking about an on-campus student housing
building? (Select one)
100%
Students
90%
Parents
80%
70%
60%
50%
40%
30%
20%
10%
0%
Dorm
14
TALKING STICK
Both of these
Residence Hall
Other
"Net Zero
is the new
trend for
water,
energy,
waste, and
buildings.
How close
to zero can
we get, and
how quickly
can we get
there?"
~Carol Dollard, energy
engineer, Colorado State
University. For more
on the next wave of
sustainability on college
campuses, see the
feature on p. 48.
Talking Stick - July/August 2018
Table of Contents for the Digital Edition of Talking Stick - July/August 2018
Talking Stick - July/August 2018
Contents
Vision
Just In
Calendar
Your ACUHO-I
Transitions
Academic Initiatives
Human Resources
Regroup
Next Wave Sustainability
A Philosophical Fit
Conversations
First Takes
Around Student Affairs
New Members
Snapshot
Talking Stick - July/August 2018 - Intro
Talking Stick - July/August 2018 - Talking Stick - July/August 2018
Talking Stick - July/August 2018 - Cover2
Talking Stick - July/August 2018 - 1
Talking Stick - July/August 2018 - 2
Talking Stick - July/August 2018 - Contents
Talking Stick - July/August 2018 - 4
Talking Stick - July/August 2018 - 5
Talking Stick - July/August 2018 - 6
Talking Stick - July/August 2018 - 7
Talking Stick - July/August 2018 - Vision
Talking Stick - July/August 2018 - 9
Talking Stick - July/August 2018 - Just In
Talking Stick - July/August 2018 - 11
Talking Stick - July/August 2018 - 12
Talking Stick - July/August 2018 - 13
Talking Stick - July/August 2018 - 14
Talking Stick - July/August 2018 - 15
Talking Stick - July/August 2018 - 16
Talking Stick - July/August 2018 - 17
Talking Stick - July/August 2018 - Calendar
Talking Stick - July/August 2018 - 19
Talking Stick - July/August 2018 - Your ACUHO-I
Talking Stick - July/August 2018 - 21
Talking Stick - July/August 2018 - 22
Talking Stick - July/August 2018 - Transitions
Talking Stick - July/August 2018 - Academic Initiatives
Talking Stick - July/August 2018 - 25
Talking Stick - July/August 2018 - 26
Talking Stick - July/August 2018 - 27
Talking Stick - July/August 2018 - Human Resources
Talking Stick - July/August 2018 - 29
Talking Stick - July/August 2018 - 30
Talking Stick - July/August 2018 - 31
Talking Stick - July/August 2018 - Regroup
Talking Stick - July/August 2018 - 33
Talking Stick - July/August 2018 - 34
Talking Stick - July/August 2018 - 35
Talking Stick - July/August 2018 - 36
Talking Stick - July/August 2018 - 37
Talking Stick - July/August 2018 - 38
Talking Stick - July/August 2018 - 39
Talking Stick - July/August 2018 - 40
Talking Stick - July/August 2018 - 41
Talking Stick - July/August 2018 - 42
Talking Stick - July/August 2018 - 43
Talking Stick - July/August 2018 - 44
Talking Stick - July/August 2018 - 45
Talking Stick - July/August 2018 - 46
Talking Stick - July/August 2018 - 47
Talking Stick - July/August 2018 - Next Wave Sustainability
Talking Stick - July/August 2018 - 49
Talking Stick - July/August 2018 - 50
Talking Stick - July/August 2018 - 51
Talking Stick - July/August 2018 - 52
Talking Stick - July/August 2018 - 53
Talking Stick - July/August 2018 - 54
Talking Stick - July/August 2018 - 55
Talking Stick - July/August 2018 - A Philosophical Fit
Talking Stick - July/August 2018 - 57
Talking Stick - July/August 2018 - 58
Talking Stick - July/August 2018 - 59
Talking Stick - July/August 2018 - 60
Talking Stick - July/August 2018 - 61
Talking Stick - July/August 2018 - 62
Talking Stick - July/August 2018 - 63
Talking Stick - July/August 2018 - Conversations
Talking Stick - July/August 2018 - 65
Talking Stick - July/August 2018 - 66
Talking Stick - July/August 2018 - 67
Talking Stick - July/August 2018 - First Takes
Talking Stick - July/August 2018 - Around Student Affairs
Talking Stick - July/August 2018 - 70
Talking Stick - July/August 2018 - New Members
Talking Stick - July/August 2018 - Snapshot
Talking Stick - July/August 2018 - Cover3
Talking Stick - July/August 2018 - Cover4
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