Customers Who are the current customers/users? Methods: College students (n = 2604; 58% white; 63% female) enrolled at three large, public US universities in 2009 and 2010 were recruited to take an online survey. 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. Other than confirming what many parents might have already guessed related to the number of hours students actually work in a given day, these findings show just how busy a college students day is and demonstrates that in order for brands to get their message heard they need to find the best gap in this schedule in order for their message to be heard. The statistics are based on data from the 2015-16 National Postsecondary Student Aid Study, which represents the national population of undergraduates who were enrolled in Title IV postsecondary institutions in academic year 2015-16. Each year Deloitte releases its Back-to-College Report [1], detailing where college students are planning to spend their money and, more importantly, how they prioritise certain offerings. A decade or two ago, we started sending variable data postcards and emails that would insert custom fields for a prospective students name, area of academic interest, specific info based on academic performance or geographic location, or something else that would show the students we knew something about them. A 2018 survey undertaken by HSBC [5] helps give us insight into how some college students are choosing to spend their money, shedding light on opportunities for businesses considering marketing to this demographic.\n\nIt should come as no surprise that, over the course of an average month, students spend the most on tuition fees and accommodation. Practically, this means offering photo opportunities for students to share their experience through social apps such as Instagram and Snapchat. They are looking for voters whose age is more than 18 years. A survey conducted by HSBC highlights the multifaceted nature of a college students day and shows how important convenience is to this demographic. America Counts: Stories Behind the Numbers, Survey of Income and Program Participation (SIPP). This range of new policies will have a significant impact on students lifestyles and how they experience campus life. It is an essential process for social, political, and commercial campaigns and advertising. 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. The Coronavirus pandemic has affected disparate regions of the country in a multitude of ways, you should try to understand how college students sentiment towards the Coronavirus and the policies that have arisen as a result of the pandemic. Offers a Personalized Experience. 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. It does not store any personal data. ","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. "}},{"@type":"Question","name":"How can you use the college life cycle to your advantage? In contrast to psychographic data that covers opinions and interests, demographic data relates to the structure of a populationfactors like age, race, sex, and income. The move from High School to College denotes a major shift in lifestyle for the average student. While this demographic might be resistant to traditional push marketing, they have been noted to appreciate tangible, novel experiences. The majority of this data is taken from surveys, and although the sample sizes are large, these figures should be used as a starting point for marketing strategies. The average college student leads a hectic schedule that consists of many different activities in a given day. Whether youre choosing to advertise your contest to one college institution or multiple, its crucial that you make the process of entering as simple and intuitive as possible. College brand ambassador programs are by no means a new idea, but they have proved to be a successful one, harnessing the passion and energy of students armed with your brand message. 30 Every person has particular psychological and cognitive attributes that reveal their beliefs, values, and goals. Delivering a timely college marketing campaign during this time can help to set the building blocks for a profitable ongoing relationship. Only 18% of students did not take any AP classes, while 6% of students reported that their school did not offer any AP classes; and. The majority of colleges will require all those on campus to wear facemasks at all times and some have also banned parties and group meetings which will naturally have an impact on how Fraternities and Sororities conduct themselves moving forward. Creating an imaginative, hands-on marketing strategy that engages students on an experiential level is the key to reaching this demographic.\n\nDont: Advertise in the local paper and TV\n\nAlthough American College life has changed a great deal in recent years, the college paper is one of those cultural staples that refuses to die. Then take into account that median earnings for young adults with bachelors degrees is $50,000 (nearly $20,000 above the national average[3]), and it becomes apparent why its worth marketing to these people at a young age.\n\nCollege students have money to spend\n\nIt would be fair to argue that just because an average college student is likely to come from a higher socioeconomic background does not guarantee that they will necessarily spend the money that they have been bequeathed from their status. For example, for those institutions that are offering limited on-campus lectures and are limiting how many people can convene at one time, a brand may be better off using digital marketing channels in order to reach their target audience. As valuable as Darts and Motivators are as a communications tool, theyre equally valuable as a reporting tool to learn about your different populations of prospective students and inform future communications and enrollment strategy. How would that change the way you tried to differentiate? About 75% of students were accepted by their first choice but just 57% of students enrolled in their first-choice school; and. Consider the wide array of disciplines that are taught at college institutions and then build a presentation that ties into one of them, while being relevant to what your brand offers. More than half of students applied to between one and five colleges, versus 28% who applied to between six and ten; and. In a recent study published in Depression and Anxiety of more than 67,000 college students from more than 100 institutions, one in five students have had thoughts of suicide, with 9% making an attempt and nearly 20% reporting self-injury. 31% percent of students are minorities or people of color (BIPOC).The ethnic breakdown is detailed in the following table. Thats why psychographics are at the core of Carnegies portfolio of services and should be the foundation of your strategy for Student Search and enrollment strategy. Use what you know about the specific colleges, such as their location, enrollment size and demographics of their students to create these lists, so that you have flexibility when it comes to implementing your marketing strategies. The relationship between the brand and your college consumer doesnt stop at graduation. This article will cover a number of different college marketing ideas that could help create an effective campaign for a product or service, but first, its important to understand why the college market is worth targeting and what the benefits are for brands looking to do so. So, how do you advertise to Gen Z college students when they dont want to be advertised to? Exploring the world of marketing psychographics will open you up to a deeper level of market analysis. College marketing involves creative, high-impact marketing campaigns that specifically target college students, aged between 18-24. A report from Nielsen [14] also showed that college students living away from home during term time stream digital video more than any other demographic within their age group. The ebb and flow of the college semester are permeated with major events that the student body will gravitate towards. Victoria Secret incentivise their ambassadors with discounts, free events and valuable experience which they can use in later life.\n\nThese major brands have proven that nationwide ambassador programs can effectively increase awareness and extend reach, but it's not always necessary to create an entire infrastructure to support this kind of marketing activity. Psychographic segmentation separates people into similar subgroups based on psychographic factors such as values, beliefs, attitudes, and behaviors. How should my messaging change during the Coronavirus pandemic? Demography deals with factors such as ethnicity, gender, mobility, age, disabilities, employment status, employment etc. Explore undergraduate employment information, including salaries, job titles and employers, with the ability to break down by school, college or program and major. 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. Let's quickly look at 3 main reasons psychographics should always be a part of your content creation process. Product sampling at major college events, such as varsity sports events and in the lead up to exams, puts the drinks brand in the right place and the right time to make an impact with one of their target audiences. Although they have many things in common with their predecessors, such as an affinity with modern technologies, there are also some subtle differences that should be noted in order to target them with effective marketing.\n\nDigital natives\n\nTaken as a whole group, these students are the second generation of Digital Natives. Something like 100% of us agree that personalized consumer experiences are superior to generic, and in order to provide prospective students a more personalized consumer experience in 2021, you have to move beyond demographic segmentation and speak to who they really are as people and what will appeal to their emotions. Your behavior is a logical and observable extension of your outlook as you participate in the blood drive and donate blood. Key Findings. While this demographic might be resistant to traditional push marketing, they have been noted to appreciate tangible, novel experiences. Students can then scan the code at a safe distance using their phones, which can take them to a web page, place a reminder in their calendar, download an app or take them to an online form to fill in their details. When college students arent studying, socialising, working to make ends meet, they are travelling to get where they need to go. Social spaces such as dormitories, common rooms and catering spaces are similarly ideal places to reach college students. 1. For example, a political organization is dividing people based on age. To start, a few quick definitions: Demographic segmentation refers to segmenting an audience according to demographic factors like age, race, gender, family size, income, or education.. Psychographic segmentation is a method used to segment customers by their personality traits, attitudes, interests, values, and other lifestyle factors. 1. 131 colleges will be holding classes fully online, whereas 704 have moved to primarily online. Not only are seniors more likely to be coffee drinkers than their younger cohorts, but they drink. So, whilst college students will inevitably spend the majority of their money on necessities, they are far from shy when spending their money elsewhere too. A survey conducted by HSBC highlights the multifaceted nature of a college student's day and shows how important convenience is to this demographic. "}},{"@type":"Question","name":"What should you consider when marketing to college students? ","acceptedAnswer":{"@type":"Answer","text":"The college students demographic is a moving target, even with the insights we have into how they spend their money and where they spend their time, it can still be difficult to deliver marketing results by using one platform alone. By paying close attention to the rhythms of college life you can take advantage of the major marketing opportunities that pop-up throughout the academic year, effectively reaching college students at the point when they are most in need of your brand.\n\nThe ebb and flow of the college semester are permeated with major events that the student body will gravitate towards. About 47% of students cite the cost of attendance as very important, while 47% identify financial assistance as a very important factor. Student spending trends change every year. Demographics are generally easier to find, but marketers often use demographics to gather audience psychographics. As priorities between year groups evolve constantly it can be a challenge to anticipate how and where the next cohort of college students will choose to spend their money. Student populations are becoming more diverse. The college experience is the first major step into the adult world for many young people, this presents a golden opportunity for brands and businesses to step in, make an impact and provide a solution to whatever need or problem that they have. Events can be as simple as handing out samples of products or could offer a more in-depth brand-focused experience that attempts to really create something that sticks in the mind of the student.\n\nContests\n\nCreate a buzz on campus with a contest that gets people talking about your brand and your product in front of as many eyes as possible. 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. Secondly, a belief is something you accept as true, and it is stated as a declarative sentence. Each college attracts its own unique demographic of students, even before the Coronavirus pandemic it was advisable to take into account your brand or product, and carefully choose the right location to target your campus marketing with. Targeting students via social networks can be done with surprising ease, but costs can ramp up quickly with little benefit if there is no overarching strategy in place.\n\nEncourage User-Generated Content\n\nEngaging students through social media is most effective when used in conjunction with a wider campaign. Psychographics: The study and classification of people according to their attitiudes, aspirations, and other psychological criteria, especially in market research. The energy drink has been running a brand ambassador program since its inception, ensuring that college campuses across the country have passionate, energetic representatives to espouse its adventurous brand values and organise branded events. Reset Password Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. 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. To access: Contact the Reference Desk (ext. 6. Audience Psychographics. We used this approach to define segments of female and male college students and examine substance use differences. A giveaway, as opposed to a contest, requires no competition or barrier to entry, besides simply signing up. This massive national student body stretches across every state, uniting a vast range of young people from all social backgrounds into a diverse, unique and economically powerful consumer group. This cookie is set by GDPR Cookie Consent plugin. The Innovative and Adventurous Trailblazer, National Small College Enrollment Conference, synchronized swimming we were just marveling at during the Olympics. In response, we've assembled an unprecedented view of college outcomes. How would that change the way you communicated with and recruited them? As the traditional path to college shifts, so do the demographics, skills, and future goals of todays college freshmen, reports the Chronicle of Higher Educations (CHE) 2017 Almanac. Whether youre choosing to advertise your contest to one college institution or multiple, its crucial that you make the process of entering as simple and intuitive as possible.\n\nGiveaways\n\nThe only thing better than the chance of winning something for free is outright getting it. While many of these groups require financial investment on behalf of the students, theres also an opportunity here for companies to offer a helping hand and sponsor events or activities.\n\nTarget Incoming Students at Orientation\n\nAlthough there are opportunities to market to college students throughout their degree, there are significant benefits to timing your college marketing campaign with orientation. Students at Salt Lake Community College are primarily White with a smaller Hispanic population.The school has medium racial diversity. We rounded up 13 fast facts from their survey about todays college freshmen: 1: The majority of respondents identify as white, 2: About one in five students are the first in their family to attend college, 3: Many students identify as middle-of-the-road on political issues, 4: Heres the breakdown of respondents sexual identity, 5: Most students have taken an Advanced Placement (AP) course in high school, 6: Most students apply to more than one college, 7: Although almost three quarters of respondents were accepted to their first choice, just over half of students enrolled in their first choice, 8: When asked what constitutes a very important reason to attend college, most students identified interest in career success and building knowledge, 9: When asked what factors played very important roles in their college choice, more than half of students identified interest in an institutions academic reputation or alumni employment history, 10: Heres how much respondents expect to pay for first-year college expenses, 11: Heres how much students expect to receive in financial aid, 12: More than half of students expect to have a very good chance of voting or getting a job during college, 13: When asked what future goals they considered very important, students expressed interest in financial success and helping others. 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