Its estimated that the lifetime spending potential of college graduates is $1 million more than those who do not attain a college degree [10].\n\nWhile current students may value a good price above everything else today, investing in marketing to this demographic should be seen as a long-term strategy to securing a valuable, lifelong relationship with a consumer group that will have considerably more spending power than those whose have not attended college. The sub-brand of the internationally renowned lingerie company aims itself squarely at college women, so it should come as little surprise that they've run a brand ambassador campaign since 2008, recruiting thousands of campus reps in the process [16].\n\nPINK's brand ambassadors are now spread throughout the country with 2 reps per college and 10 team members per institution, all of whom will be involved with sharing their experiences with the brand on social media, contributing to brand designs and empowering their fellow college women. Targeting such a broad demographic is not easy, especially when the social attitudes and values that drive these individuals are continually in flux. Demographic Geographic Psychographic Market Segmentation. \n\nSocioeconomic background\n\nResearch has shown that young people from the highest quintile of socioeconomic status (taking into consideration their parents education, occupations and household income) are 50% more likely to be enrolled in college than classmates from the lowest quintile [2]. ","acceptedAnswer":{"@type":"Answer","text":"QR codes are a simple and effective way of connecting your student demographic with your offer, service or promotion. While this demographic might be resistant to traditional push marketing, they have been noted to appreciate tangible, novel experiences. A college's ethnic diversity is indicated by the student body's equal inclusion of students from different backgrounds . Condom manufacturer, Trojan, have made waves in recent years tying in on-campus activations with a no-nonsense message on consent that simultaneously gets their product into their target demographics hands while raising awareness and starting a conversation about an issue that is vitally important to this group.\n\nDitch the flyers\n\nDespite what you may think, unless it offers a tangible benefit, such as a valuable discount or promotional code, students dont want your flyer. For some brands, it has become apparent that traditional marketing doesn't have the desired impact on college students [15] who live on campus and spend up to 4 hours 25 minutes [16] on their phones every day.\n\nRed Bull 'gives wings' to college students\n\nRed Bull is one brand that has kept a ubiquitous presence on campuses across the United States since 1987. What if you knew that students of a certain personality type were much more likely to retain and graduate on time? Audience Psychographics. About 47% of students cite the cost of attendance as very important, while 47% identify financial assistance as a very important factor. ","acceptedAnswer":{"@type":"Answer","text":"Depending on the specific colleges and locations that you are planning on, businesses may find that theyll need to embrace flexibility in terms of the media that they are using to target their students with. Those institutions that are hosting students on campus are often doing so with the proviso that there will be a host of new safety controls in place, in order to ensure that students are as safe as possible, and the influx of people does not lead to localised outbreaks. If a schools policy happens to change at the last minute, youll then be able to make adjustments accordingly and draw from your back up list, so that you can still execute your marketing strategy at the previously planned scale. Demographic segmentation refers to organizing customers based on consumer demography profiles. Due to the current shifting climate surrounding colleges and how they will be planning to reopen, its become more important than ever to create a primary and backup list of colleges that you wish to target. A .gov website belongs to an official government organization in the United States. Free samples, coupons, discounts and exclusive deals are all great ways to drive future purchases and encourage repeat custom.\n\nUsing these approaches, with the addition of unique ideas and creative strategies developed specifically for each project, we can build a campaign which draws students in and connects them with brands and products on a personal level. Bryan Carbone has over 20 years experience in college media, advertising and Out-of-Home media. Student populations are becoming more diverse. Despite coming from higher socioeconomic backgrounds, the majority of college students will work in their spare time to support their education and their lifestyle choices. Nowadays, it has become trendy in market segmentation. On average, a college student will spend 2.3 hours studying in class, 2.8 hours studying at home, 4 hours socialising and up to 4.2 hours a day doing paid work [5]. 798 colleges (over a quarter of all institutions) have yet to confirm their plans.\n\nThe academic calendar has also been subject to changes, aimed to prevent students from contracting the virus during off-campus breaks. This newfound freedom and responsibility presents an opportunity for brands or businesses ready to identify how they can best help these young people to navigate this life change. Advertisements geared towards college students should be tailored to their values and be suitably attuned to their spending power and priorities. Demographics 1: The majority of respondents identify as white Two-thirds of students identify as white; 19% of students identify as Latino; About 13% of students identify as Asian; and 13% identify as African-American. Physical needs: Physical needs are basic human requirements for livelihood, for example, water, food, rest, warmth, and so on.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'newsmoor_com-leader-4','ezslot_13',169,'0','0'])};__ez_fad_position('div-gpt-ad-newsmoor_com-leader-4-0'); 2. Psychographic information includes subjective data like belief systems, values, goals, and attitudes. In contrast, the blanket selling company focuses on the winter season for marketing. Key Findings. Target market segmentation had become a viral strategy for social, political, and business purposes. 5. Eric Page is Senior Vice President of Enrollment & Marketing Strategy and host ofThe Quad. To get more information about these cookies and the processing of your personal information, please see our Privacy Policy. Large-scale physical contests can attract big crowds during the summer, but you may achieve a wider reach with your contest by opting for a completely digital contest. A little over a third of students expect their family to contribute $10,000 or more to their first year; More than 80% of students plan to contribute less than $3,000 of their own income; and. Competing on social networks requires a different tact to traditional forms of advertising, especially when targeting college students. ","acceptedAnswer":{"@type":"Answer","text":"If college students continue to comprise your target demographic then you should continue to target them with your marketing. Just like the beginning of their college experience, by being present at the end of their student lives, you can generate goodwill with consumers that will be entering a new phase of their life as spenders. It highlights the location and environment of the audience. The surveys respondents included more than 137,400 full-time freshmen students enrolled in 184 four-year institutions in the United States. Again, it starts with Student Search and delivering more personalized communications early in the process. You also have the option to opt-out of these cookies. This shows that although this generation of college students might be wary of traditional marketing, they are eager to have an active relationship with brands as opposed to being merely consumers. Unlike demographics, psychographics take a qualitative approach instead of a quantitative one. Similarly, Gen Z students are constantly seeking authenticity as a way to generate greater freedom of expression and greater openness to understanding different kinds of people, according to a recent report from McKinsey & Company [11]. Demographic data serves the purpose of grouping a population with external factors like age, gender, race and income level. Demby (1989) defines psychographics as "The use of psychological, sociological and anthropological factors, such as benefits desired (from behavior being studied), self-concept and lifestyle (or serving style) to determine how the market is segmented by the propensity of groups within the market - and their reasons- to make a particular decision For example, in the USA, citizens can vote in any public election who are a minimum of 18 years old or older than 18 years. Local sporting events attract, music festivals and Spring Break themed events are all examples of off-campus activities that can be used as locations to launch marketing activities. Those institutions that are hosting students on campus are often doing so with the proviso that there will be a host of new safety controls in place, in order to ensure that students are as safe as possible, and the influx of people does not lead to localised outbreaks. Keep in mind that students are bombarded with branded goods during the first weeks of their college lives, so in order for your gift to stand out from the crowd it needs to have intrinsic value. Think about how you would alter your approach knowing you convert some personality types from prospect to inquiry or admit to enrolled at a much lower rate than other types of students. ","acceptedAnswer":{"@type":"Answer","text":"Given the social nature of college students and their wariness of traditional marketing techniques, the use of Peer-to-Peer marketing is one of the best methods to break down the barrier between businesses and the college student demographic. Students at Salt Lake Community College are primarily White with a smaller Hispanic population.The school has medium racial diversity. Current Population Survey, October SchoolEnrollment Supplement: 2016, 2017 and 2018. Delivering a timely college marketing campaign during this time can help to set the building blocks for a profitable ongoing relationship. Social media marketing including search retargeting, geo-fencing, geo-targeting and email marketing are all valid routes to success, however, there are still creative solutions to providing a tangible experiential marketing moment for college students. For aid that does not have to be repaid, 44% of students expect to receive less than $3,000 and about one third expect to receive more than $10,000; and. New York, New York 10011, 2019 College Marketing Agency | Campus Solutions, Inc. | The best on-campus events tie the brands message with a wider social issue. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Many freshman college students will be in the process of figuring out how to support themselves for the first time, making purchasing decisions and forming buyer habits that may stick with them for their entire college life, or even further. Psychographics usually build on demographics, which look at groups based on quantifiable things like race, age, marital status, income, etc.For example, if you wanted to open an upscale restaurant in a . Potential nutrition messages in magazines read by college students. Investing in a targeted video advertising campaign is an easy way to get your brand in front of students eyes. \n\nPenetrate Students Space\n\nA college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. A professor is interested in prospective students' preference for the class. Although there are opportunities to market to college students throughout their degree, there are significant benefits to timing your college marketing campaign with orientation. On the far ends of the spectrum, seven percent of students applied to 11 or more colleges, while 11% of students only applied to one. Creating an imaginative, hands-on marketing strategy that engages students on an experiential level is the key to reaching this demographic. To organizing customers based on consumer demography profiles become trendy in market segmentation had become a viral for! Broad demographic is not easy, especially when the social attitudes and values that drive these individuals are in... And business purposes is Senior Vice President of Enrollment & marketing strategy host... Highlights the location and environment of the audience that engages students on an level. Factors like age, gender, race and income level an imaginative hands-on... 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