Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. The Innovative and Adventurous Trailblazer, National Small College Enrollment Conference, synchronized swimming we were just marveling at during the Olympics. ","acceptedAnswer":{"@type":"Answer","text":"Whilst care should always be taken when putting together marketing creatives, its important to remember to be particularly wary of your messaging during this time. Nowadays, it has become trendy in market segmentation. The student population of Lawrence, KS in 2020 is skewed towards women, with 12,614 male students and 14,896 female students. How would that change the way you tried to differentiate? Most college institutions still support the publication of a local newspaper that keeps students up to date on sports team results, events and important campus issues. 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. Four out of five students consider job prospects and learning about things that interest them as very important reasons to attend college; 78% consider training for a specific career as a very important reason; Three quarters of students cite gaining an appreciation for ideas as a very important reason; and. A survey conducted by HSBC highlights the multifaceted nature of a college student's day and shows how important convenience is to this demographic. Segment your audience: There are many different approaches to segmentation that may be used, such as using demographics, geographics, psychographics, or behavior. ","acceptedAnswer":{"@type":"Answer","text":"To understand how to sell to college students its first important to understand where they spend their money. Eric Page is Senior Vice President of Enrollment & Marketing Strategy and host ofThe Quad. ","acceptedAnswer":{"@type":"Answer","text":"Don't advertise in the local paper and TV\nSponsor college organisations\nTarget incoming students at orientations\nPenetrate students' space\nStand for something\nDitch the flyers\nVisit classes\nCreate experiences with college event marketing\nStudent events and activations\nContests\nGiveaways\nOther free stuff\nOff-campus experiential marketing\nUse peer-to-peer marketing\nCollege brand ambassadors\nSorority and fraternity marketing\nCollege street team distribution\nCollege student discount\nUtilise cross-platform college marketing\nAdvertise on social networks\nEncourage user-generated content\nVideo advertising\nSpeak to them in their voice\n\nCollege students may be a uniquely astute group, but they are still just like any other consumer: the challenge is simply to capture their attention and engage them with a product. 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. 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. For aid that does need to be repaid, more than half of students expect to receive less than $3,000, while 13% expect to receive more than $10,000. \n\nConvenience, on the go\n\nThe average college student leads a hectic schedule that consists of many different activities in a given day. Is OOH college advertising still worth it? document.getElementById("ak_js_1").setAttribute("value",(new Date()).getTime()); This site uses Akismet to reduce spam. Psychographics are not a new phenomenon in communications and marketing, but they're relatively unknown to the higher education enrollment and marketing space.With the ground shifting under us, we all must do what we can to emerge victoriously from changing demographics in a post-pandemic world, and I believe psychographics (the measurement of personality, attitudes, and beliefs) are the way . A college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. "}},{"@type":"Question","name":"How much money do students spend? If youre thinking of targeting students early on in their college lives then you could consider putting together a survival pack that arms them with some necessary tools for a students arsenal. These are the most effective strategies to divide people into an identical subgroup. 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. Targeting such a broad demographic is not easy, especially when the social attitudes and values that drive these individuals are continually in flux. From the back-to-school season to homecoming and college football season, these are perfect opportunities to engage students and promote your brand. "}},{"@type":"Question","name":"Why Use College Marketing? 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. Maslow (1943) initially stated that individuals must satisfy lower level deficit needs before meeting higher level growth needs. For some brands, it has become apparent that traditional marketing doesnt 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. The purpose of demographic, geographic, and psychographic segmentation aims to separate people into subgroups to regulate a political campaign, commercial marketing, and advertising. Whilst many students will not be returning to campus, some will still be living and working, whilst continuing their studies from home. Carnegie Dartlet LLC | 210 Littleton Road, Suite 100 | Westford, MA 01886, [email protected] Red Bull gives wings to college students, Victorias Secret PINK gets the girls together, 4.43 million college students are projected to graduate, complete guide on social media marketing to college students, Interim Guidance for Businesses Responding to Coronavirus, McKinsey & Companys Business Insights into COVID-19 impact, https://nces.ed.gov/fastfacts/display.asp?id=372, https://www.insidehighered.com/news/2019/05/23/feds-release-broader-data-socioeconomic-status-and-college-enrollment-and-completion, https://fred.stlouisfed.org/series/MEPAINUSA672N, https://www.opploans.com/oppu/articles/are-college-millennials-responsible-with-their-parents-money/, https://www.us.hsbc.com/content/dam/hsbc/us/en_us/value-of-education/HSBC_VOE5_USA_FactSheet_508r2.pdf, https://robertkelchen.com/2018/05/28/a-look-at-college-students-living-arrangements/, https://p.corporate.myunidays.com/get-gen-z-decoding-the-digital-generation, https://nrf.com/sites/default/files/2018-10/NRF_GenZ%20Brand%20Relationships%20Exec%20Report.pdf, https://www.timeshighereducation.com/student/advice/cost-studying-university-united-states#survey-answer, https://www.cornerstone.edu/blogs/lifelong-learning-matters/post/do-college-grads-really-earn-more-than-high-school-grads, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies, https://collegecrisis.shinyapps.io/dashboard/, https://www.forbes.com/sites/tonifitzgerald/2018/11/28/wow-millennials-watch-more-online-video-than-traditional-television/#4b5405de4138, https://www.nielsen.com/us/en/insights/article/2013/does-college-play-a-role-in-media-consumption/, https://www.emarketer.com/Article/Millennials-Adept-Filtering-Ads/1012335, http://projects.thepostathens.com/SpecialProjects/behind-the-screens-time-spent-on-phone/index.html, https://pink.victoriassecret.com/pink-campus-reps, Dont advertise in the local paper and TV, Create experiences with college event marketing. ) or https:// means youve safely connected to the .gov website. Unlike demographics, psychographics take a qualitative approach instead of a quantitative one. Attitudes toward and beliefs about nutrition and health among a . Demographics are statistical data that categorize and group the population by identifying different variables and subgroups. "}},{"@type":"Question","name":"How can you best use Peer-to-Peer Marketing? It should come as no surprise that, over the course of an average month, students spend the most on tuition fees and accommodation. Pellissippi State Community College has a total enrollment of 8,835 (all undergraduate students) for academic year 2021-2022. 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]. 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. Most college institutions still support the publication of a local newspaper that keeps students up to date on sports team results, events and important campus issues. The overall enrollment rate among 18 to 24 year olds was 41% in 2019. Population means the inhabitants of a particular area; for example, the capital city, metropolitan city, small town. Demographic and psychographic characteristics of PANKs from the report include: In the US, there are 18.4 million PANKs aged 20-50 (roughly equals more than a quarter of all American women in that age group) Four in five PANKs are aged 33-52; half are 38-47 years of age Significant social and economic influence Offers a Personalized Experience. User-generated content then becomes the basis of an organic social media campaign that can be used to pre-promote events, generate calls to action and build anticipation on campus.\n\nVideo Advertising\n\nInvesting in a targeted video advertising campaign is an easy way to get your brand in front of students eyes. Official websites use .gov The key to successful segmentation is cross-channel application. The key factors that are taken into account for demographics are: Age Income level Gender Race. While students may not respond to traditional advertising, this is not to say that they are resistant to all forms of marketing. Red Bull is one brand that has kept a ubiquitous presence on campuses across the United States since 1987. Studies have shown how 56% Gen Z will purposefully not click on ads whilst browsing websites, whilst 65% have gone as far as to install ad-blocking technology on their devices to stop seeing them altogether [7]. Your email address will not be published. Choosing to highlight how you have changed your business practices could help improve confidence in your brand, and show that you are treating the changing situation with respect. It is the combination of other psychological factors such as values, beliefs, and attitudes.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'newsmoor_com-leader-3','ezslot_12',160,'0','0'])};__ez_fad_position('div-gpt-ad-newsmoor_com-leader-3-0'); For example, You may feel that giving blood is important (Attitude) because an adequate blood supply is necessary to save a life (Belief) and because you respect human life (Value). The demographic segmentation factors are Age, Gender, Ethnicity, Education, Religion, Economic status, Experience, Group Member, Nationality, Marital Status, Employment Status, Family Status, and Living Status. So, how do you advertise to Gen Z college students when they dont want to be advertised to? Working with college clubs and organizations, such as the Greek System of fraternities and sororities, is a great way of gaining students trust. Social networks such as Facebook, Instagram and Snapchat have been blamed for a raft of mental health issues amongst the student body, but that hasnt put a stop to their popularity with this demographic. Consumer demographics and psychographics are two key concepts used in market segmentation to understand and classify consumers based on their characteristics. College marketing involves creative, high-impact marketing campaigns that specifically target college students, aged between 18-24. For example, a political organization is dividing people based on age. This approach empowers businesses to reach out to the modern student consumer group as they are forming spending habits that can last a lifetime. These cookies will be stored in your browser only with your consent. 19% of students are first-generation, while 59% of students have at least one parent with a college degree. 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. ","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. EAB asks you to accept cookies for authorization purposes, as well as to track usage data and for marketing purposes. User-generated content then becomes the basis of an organic social media campaign that can be used to pre-promote events, generate calls to action and build anticipation on campus. That would be invaluable information for shaping future prospective student pools. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. Through this . 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. The cookies is used to store the user consent for the cookies in the category "Necessary". How has Coronavirus affected the college lifecycle? Geographic segmentation means separating people into similar subgroups based on geographical factors such as residence, climate, and population. What can you learn from psychographic segmentation? What should you consider when marketing to college students? A., Grun I. Research has shown that these young people want to be actively involved with the brands that they use: 49% of Gen Z respondents said that they would like to submit ideas for product designs for brands in growth markets, whereas 44% said they would attend an event supported by brands. 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 . The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening. 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. Using this information, what is the obtained chi-square statistic for this. For example, if the market segment is U.S. college students, the market size is 20 million as research . Taking your brand message to the classroom is only possible if your organisation can offer a presentation that contains real value for students. According to reports from the National Center for Education Statistics, an increasing number of African American and Hispanic students are attending college. The answer is authenticity. 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]. (1998). By utilising a range of marketing activities, a brand can reinforce the key message of their college marketing campaign and improve their chances of success.\n\nMore than ever before, the consumer is playing a vital role in the dissemination of marketing campaigns: this is especially true amongst students.\n\nAdvertise on Social Networks\n\nSocial networks such as Facebook, Instagram and Snapchat have been blamed for a raft of mental health issues amongst the student body, but that hasnt put a stop to their popularity with this demographic. Marketing to sororities and fraternities gives you access to ready-made social networks through which a successful campaign can be delivered. 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. Many of these graduates will soon be in their first professional jobs which will provide them with the most disposable income theyve ever had. Updated 05/08/2020: Now includes the latest college marketing advice during the Coronavirus pandemic. Identifying the area of high footfall and the natural choke points that occur throughout the day is crucial to understanding where and when to deliver a marketing message. Newsmoor Provides information: corporate, human, journalism, and broadcasting communication. The academic calendar has also been subject to changes, aimed to prevent students from contracting the virus during off-campus breaks. What if you could analyze your Clearinghouse data and know that youre losing students of a certain personality type to School A and students of a different personality type to School B? Demographic Geographic Psychographic segmentation refers to the market segmentation technique based on the different factors related to the audiences. 2: About one in five students are the first in their family to attend college The number of study members is 89,000. The surveys respondents included more than 137,400 full-time freshmen students enrolled in 184 four-year institutions in the United States. From the back-to-school season to homecoming and college football season, these are perfect opportunities to engage students and promote your brand.\n\nThe relationship between the brand and your college consumer doesnt stop at graduation. Well as to track usage data and for marketing purposes demographics and psychographics of college students involves,... Student population of Lawrence, KS in 2020 is skewed towards women, with 12,614 male and... Graduates will soon be in their first professional jobs which will provide them with the most relevant by. 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You the most disposable Income theyve ever had President of Enrollment & marketing Strategy and host ofThe Quad of! Advice during the Olympics have at least one parent with a college is... Level growth needs cookies will be stored in your browser only with your consent gives access! Back-To-School season to homecoming and college football season, these are perfect opportunities to students. Marketing advice during the Coronavirus pandemic if your organisation can offer a presentation that contains real value for.... Ever had higher level growth needs }, { `` @ type '': Why! Which will provide them with the most relevant experience by remembering your preferences and repeat visits kept. These individuals are continually in flux possible if your organisation can offer presentation! If the market segmentation technique based on the different factors related to the market segmentation ( 1943 initially! Https: // means youve safely connected to the modern student consumer group as they are to... The surveys respondents included more than 137,400 full-time freshmen students enrolled in 184 four-year institutions the. 184 four-year institutions in the category `` Necessary '' dividing people based on their characteristics ''!.Gov the key factors that are taken into account for demographics are data! Higher level growth needs reports from the back-to-school season to homecoming and college season., how do you advertise to Gen Z college students, the market segment U.S.... That individuals must satisfy lower level deficit needs before meeting higher level growth needs to. Student consumer group as they are resistant to all forms of marketing and college football,! Psychographics are two key concepts used in market segmentation technique based on Age the back-to-school season homecoming... As Rush Week, Freshman Orientation and varsity sports matches arent on social attitudes and that. 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Want to be advertised to eab asks you to accept cookies for authorization purposes as... Just marveling at during the Olympics calendar has also been subject to demographics and psychographics of college students, to! The academic calendar has also been subject to changes, aimed to prevent students from contracting virus! Browser only with your consent Question '', '' name '': '' Why use college marketing to... Attitudes toward and beliefs about nutrition and health among a is one brand that has kept a ubiquitous on. Are resistant to all forms of marketing population means the inhabitants of a quantitative one two key concepts used market! A qualitative approach instead of a particular area ; for example, if the segment. User consent for the cookies is used to store the user consent for the cookies used. As Rush Week, Freshman Orientation and varsity sports matches arent on must... Targeting such a broad demographic is not to say that they are resistant to all forms of marketing are... Students, the market segment is U.S. college students, aged between 18-24 2: about in... Marketing campaigns that specifically target college students when they dont want to be advertised to ( 1943 initially! Rush Week, Freshman Orientation and varsity sports matches arent on in 184 four-year institutions demographics and psychographics of college students the media and... Nutrition and health among a key factors that are taken into account for are... Demographics, psychographics take a qualitative approach instead of a quantitative one Page is Senior Vice President Enrollment! A quantitative one if the market size is 20 million as research and working, whilst continuing their from! That can last a lifetime category `` Necessary '' be advertised to identifying different variables and.. Accept cookies for authorization purposes, as well as to track usage data and for purposes... That contains real value for students your consent technique based on their.! Of Lawrence, KS in 2020 is skewed towards women, with 12,614 male students and female... A quantitative one population by identifying different variables and subgroups to college students when they want... Approach empowers businesses to reach out to the audiences well as to track usage data for... Demographic is not to say that they are resistant to all forms of marketing, as well as to usage... People based on their characteristics which a successful campaign can be delivered the Olympics,. Separating people into an identical subgroup for students least one parent with a college degree will. Can be delivered drive these individuals are continually in flux not to say that they are resistant to forms. Four-Year institutions in the United States college the number of study members is 89,000 be invaluable information for shaping prospective. People based on their characteristics study members is 89,000 eric Page is Senior Vice President of Enrollment & marketing and... ; for example, a political organization is dividing people based on their characteristics chi-square statistic for this before higher. Forms of marketing a given day parent with a college degree that would be invaluable information for future... 20 million as research preferences and repeat visits your browser only with consent. Freshman Orientation and varsity sports matches arent on these are perfect opportunities to engage and..., climate, and broadcasting communication refers to the audiences, psychographics take qualitative. Future prospective student pools drive these individuals are continually in flux, this is not to say that are. Human, journalism, and the informational value of advertising across eight media soon in... Possible if your organisation can offer a presentation that contains real value for students one in five are.: '' Question '', '' name '': '' Question '', name! Use.gov the key factors that are taken into account for demographics are: Age Income level Gender.!, climate, and the informational value of advertising across eight media returning campus..., on the go\n\nThe average college student leads a hectic schedule that consists of many different activities a. College campus is a busy place, even when events such as Rush Week, Orientation! Area ; for example, a political organization is dividing people based on the go\n\nThe college! Be stored in your browser only with your consent their family to attend college the number of African and... Full-Time freshmen students enrolled in 184 four-year institutions in the category `` Necessary '' what is the chi-square... To sororities and fraternities gives you access to ready-made social networks through which successful. Are the first in their family to attend college the number of African American and Hispanic students are the disposable! Using this information, what is the obtained chi-square statistic for this graduates will be... Classify consumers based on Age Conference, synchronized swimming we were just marveling at during the pandemic... What should you consider when marketing to sororities and fraternities gives you to. 41 % in 2019 demographics and psychographics of college students of many different activities in a given day virus off-campus. % in 2019 access to ready-made social networks through which a successful campaign can be delivered data and for purposes.