There are an estimated 31.4 million students between the ages of 18 and 24 currently enrolled in a college institution. This is roughly ten percent of the population in the United States. It is no secret that this demographic will constitute the bulk of the consumer population in the years to come. So how can you reach them through a marketer's perspective and leave a lasting impression on them? Well, there is a new approach to do so and it is called campus marketing.
What is Campus Marketing?
Campus marketing refers to the promotion of products, brands and ideas to the higher student population. Essentially marketing by students for the students. These selected students are tasked with creating events, contests, social media campaigns and other marketing strategies that speak directly to the needs and wants of today’s college students.
Brand Ambassadors
The main approach that these companies employ is attracting the attention of “brand ambassadors”, which constitute students currently enrolled in the institution and have an interest in expanding their resume. It is essentially a win-win situation, the students acquire experience in social media, event, and marketing campaigns and the company expands their presence around this young cohort. Companies usually look for students involved in athletics, music, fraternities or sororities. Essentially students that are involved on campus and can influence a greater number of people through their involvement on campus.
Student Now, Loyal Customer Later
Build your brand's credibility and recognition with a population that in the following years will constitute the majority of the market is seen as an investment by many companies. Essentially their goal is to translate a student today into a loyal customer in the following years.
Even if you have not visited your alma mater since you graduated, taking a second look at it through a marketers perspective will be worth a second look. Companies of the likes of Coca-Cola and Red Bull are notorious for their efforts, but even startups can help expand their brand recognition through these means. What's stopping you?
