Does Craigslist actually work for your communities?

So I am the Leasing Manager of a 15 year old property near a major university.

Our company policy and procedures work well for conventional housing. I started in this industry in conventional housing. Our company seems to think that Craigslist is a major marketing tool that we can utilize to get leases. Each employee on site is required to post 10 ads a day staggered throughout the day. We have multiple meetings every month about Craigslist and how to post and such. We are also trying to re brand away the student demographic.

I feel like we are fighting a losing battle using Craigslist and being this close to a major university and not catering to the student demographic.

Am I wrong in thinking that we need to focus on becoming more active in the student housing market and thinking that Craigslist is waste of our very valuable time?