8 COLLEGE MARKETING MISTAKES AND HOW TO MAKE SURE YOU NEVER MAKE THEM

Transcription

1 8 COLLEGE MARKETING MISTAKES AND HOW TO MAKE SURE YOU NEVER MAKE THEM

2 1 MISTAKE: BELIEVING THAT ALL STUDENTS FIT THE STOCK IMAGES ON A CEREAL BOX BEST PRACTICE: The classic image of the sandal-wearing, unruly-haired, late-for-class, student is real. But there are so many other types of students. Brands often do themselves the disservice of trying to reach all students the same way based on generic insights. Do yourself a favor, identify the clusters of students that care about your message and focus exclusively on them. Don t waste your time trying to force it on the other 70% until you have built momentum with your core audience.

3 2 MISTAKE: MISSING A CHANCE TO TIE IN PASSION POINTS BEST PRACTICE: Students live at the peak of personal discovery and expression and are willing to throw themselves into something they believe in. Tap into a passion that fits your brand (sport, music, philanthropy, creativity) and you can unlock a tribe of motivated and loyal students. Crafting a campaign that anchors your brand in memorable lifetime moments is the best way to extend the reach and conversion of a campaign without having to double down on investment.

4 3 MISTAKE: UNDERESTIMATING THE POWER OF PEER LEADERSHIP BEST PRACTICE: 73% of millennials feel that it is their responsibility to make sure friends make smart purchase decisions, and word-of-mouth marketing produces 2x the sales on average. That s why recruiting passionate students who are influential in their communities is so important. You need students that teem with the contagious energy that makes influencer marketing so uniquely powerful. Target specific leaders and influencers on campus and inspire them with the vision of your brand to unlock new customers.

5 4 MISTAKE: BEING SILENT IN THE SOCIAL STREAM BEST PRACTICE: More than 60% of students are actively engaged on social platforms, liking brands, and sharing brand messages with their friends every day. If you re investing in campus promotions, you want to be sure to get the most out of your resources by capturing and sharing photo and video content students actually care about. Becoming part of the stream through a combination of brand ambassadors and sponsored social posts is the best way to ensure your message is both heard and credible. STUDENTS LIVE IN THE STREAM.

6 5 MISTAKE: NOT BUILDING TOWARDS CULMINATING MOMENTS BEST PRACTICE: All year long we build towards certain pinnacle moments. For students, this may be championship games, graduation, or Thanksgiving holiday. Find those shared experiences that matter to your consumer and fit your brand. Do something special to celebrate and create meaningful memories. You ll find that sharing in moments of culmination can result in amplification of your message beyond normal reach.

7 6 MISTAKE: MEASURING IMPRESSIONS, NOT SUCCESS BEST PRACTICE: With campuses being so diverse, campaign planning can sometimes feel like an educated guess. Before you get started, set specific success goals such as sales, opt-ins, or one-on-one conversations. Realtime reporting systems can help you track metrics and direct commentary from students as it happens. These systems make it possible to quickly adapt campaigns and ensure you meet your objectives. Without these checks, you won t be able to identify challenges, or you may miss a moment to shine on campus.

8 7 MISTAKE: FAILING TO PROVIDE FRONT LINE SUPPORT BEST PRACTICE: Campus life is...well...crazy. Between exams, late-nights, breakups, and holidays, it can be difficult to keep a campaign on track. Providing the proper level of support through training, reporting, and personal attention is important to make sure campaign lulls don t turn into campaign failures. Keeping students motivated throughout a busy year is part discipline, part dark arts. Make sure that you have the proper team support to give every campaign the attention it needs to be successful.

9 8 MISTAKE: TRUSTING IN A ONE-HIT WONDER BEST PRACTICE: Wouldn t it be glorious if you could go to the gym once and be in shape until the next year? That sounds crazy, but all too often we see brands take this one-time approach on campus. Even if you re doing a flash promo by sponsoring a concert, hosting a tailgate, or passing out samples, you must thoughtfully design your campaign to prepare for future engagements. Have a reason for students to opt-in to or social channels to build a lasting relationship. It takes a long time to earn a students trust. But once you do, you have a customer for a lifetime.

10 WE CAN HELP

11 WE GROW BRANDS THROUGH IRRESISTIBLY POSITIVE EXPERIENCES

12 THERE ARE 22 MILLION COLLEGE STUDENTS ON U.S. CAMPUSES 70% OF STUDENTS CRAVE BRANDS THEY CAN BE LOYAL TO FOR LIFE STUDENTS CONTROL $404 BILLION IN SPENDING POWER 30% INCREASE IN SPENDING OVER THE LAST 5 YEARS WE FOCUS EXCLUSIVELY ON STUDENTS BECAUSE THEY ARE THE MOST HIGHLY CLUSTERED, DIVERSE, AND POWERFUL MARKET GROUP IN THE U.S.

13 Influencer marketing results in 4x-10x increase in conversions for consumer brands over other media. ZUBERANCE CUSTOMER DATA, 2010 WE ARE EXPERTS AT FINDING YOUR PULSE ON-CAMPUS WITH THE MOST INFLUENTIAL PEERS

14 AND WE RE PROUD TO HAVE SERVED THE BEST CLIENTS IN THE WORLD

15 NOW IT S YOUR TURN TO BUILD THE PERFECT CAMPAIGN. SUSTAINED CAMPAIGN FLASH PROMO CAMPAIGN A LA CARTE 70% of students crave brands they can be loyal to for life. But their loyalty must be earned over a sustained period of time. By maintaining a meaningful presence on campus throughout a single semester or full school year, you have the opportunity to show your dedication and earn these valuable and life-long consumers. Have a campaign that needs a boost? We ll help you find the perfectly timed campus blitz be it exams, tailgates, or the holidays to get the most out of a quick interaction. Flash Promos are excellent for direct-response campaigns as well generating content to support your social or paid media channels. We know the importance of being able to combine our collegiate expertise with different aspects of your overall campaign. We can bring a fresh perspective and collaborative spirit to any project and cater to your specific needs regardless of where you currently are in the lifecycle of your program.

16 LET S CHAT Jake founded a digital agency in 2009 that was later acquired, led the social media team at a global experiential firm and after building a self-sufficient team, launched FocusCollege to pursue his passion of nurturing one of the most powerful market groups on the planet. He has led global and national campaigns for Coca Cola, Powerade during the 2012 Olympics, General Mills, Delta, NFL, NBC, GoGo, Harley-Davidson, Republic Wireless, Your Pie and a host of other brands and startups. He was honored to be highlighted in Athens Banner Herald s 40 under 40 and to have received multiple awards for his work including Event Marketer Ex Awards. Jake Berton Founder/CEO He is an active and passionate board member for Extra Special People where he serves as Marketing Chair for a $6M capital fundraising campaign. He is a founding member of UGA s Terry Entrepreneurship Society and a 2012 graduate of the LEAD Athens program : [email protected] :

17 THANK