Marketing to College Students


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Marketing to College Students

  1. 1. MARKETING TO COLLEGE STUDENTS Ali Maresh, University of Wisconsin Oshkosh [email_address]
  2. 2. Outline <ul><li>Part I </li></ul><ul><ul><li>Word of Mouth Marketing </li></ul></ul><ul><li>Part II </li></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Part III </li></ul><ul><ul><li>Marketing Resources on Campus </li></ul></ul>
  3. 3. Part I: Word of Mouth Marketing <ul><li>WOMM is used to generate a buzz about your event </li></ul><ul><ul><li>Buzz = infections chatter </li></ul></ul><ul><li>What is the purpose of your event? </li></ul><ul><ul><li>How will students benefit from your event? </li></ul></ul><ul><ul><ul><li>Realize that not all students will respond to your message </li></ul></ul></ul>
  4. 4. Targeting Your Audience <ul><li>Who are you trying to reach? </li></ul><ul><ul><li>Upperclassman? </li></ul></ul><ul><ul><li>Business majors? </li></ul></ul><ul><ul><li>Non-traditional students? </li></ul></ul>
  5. 5. Targeting Your Audience <ul><li>Think about your message/event </li></ul><ul><ul><li>Decide which students will be interested based on the following: </li></ul></ul><ul><ul><ul><li>Year in school </li></ul></ul></ul><ul><ul><ul><li>Major </li></ul></ul></ul><ul><ul><ul><li>Class Selection (upper level courses) </li></ul></ul></ul><ul><ul><ul><li>Are they members of clubs or organizations? </li></ul></ul></ul><ul><ul><ul><ul><li>Opportunity to attend meetings </li></ul></ul></ul></ul>
  6. 6. Student Involvement <ul><li>These students need to…. </li></ul><ul><ul><li>Have an invested interest in your event </li></ul></ul><ul><ul><li>Be willing to commit their time </li></ul></ul><ul><ul><li>Promote your event to their peers </li></ul></ul>
  7. 7. Street Team Marketing <ul><li>Street team is a term used in marketing to describe a group of people who “hit the streets” (hit the campus) promoting an event or a product. </li></ul><ul><li>The students that </li></ul><ul><li>make up the street </li></ul><ul><li>teams are known as </li></ul><ul><li>Brand ambassadors. </li></ul>
  8. 8. Street Team Marketing <ul><li>What makes a street team effective? </li></ul><ul><ul><li>Knowledge of the event </li></ul></ul><ul><ul><ul><li>Know ALL the details </li></ul></ul></ul><ul><ul><li>Up the buzz factor </li></ul></ul><ul><ul><ul><li>Generate excitement </li></ul></ul></ul><ul><ul><li>Teams of two or more </li></ul></ul><ul><ul><ul><li>The bigger the street team, the more of an impact they will make </li></ul></ul></ul>
  9. 9. Guerrilla Marketing Tactics <ul><li>Sidewalk chalk/spray chalk </li></ul><ul><li>Dress up! </li></ul><ul><li>Giveaways: brand it with your message </li></ul><ul><li>Handbills with candy </li></ul>
  10. 10. Success Story <ul><li>Study Abroad Ambassador Team (SAAT) </li></ul><ul><ul><li>Student organization </li></ul></ul><ul><ul><li>SAAT hosted the Spring 2009 Study Abroad Fair </li></ul></ul><ul><ul><li>30 SAAT members </li></ul></ul><ul><ul><li>SAAT helped with: </li></ul></ul><ul><ul><ul><li>Decorating tables </li></ul></ul></ul><ul><ul><ul><li>Street team promotions </li></ul></ul></ul><ul><ul><ul><li>Worked promotional tables </li></ul></ul></ul><ul><ul><ul><li>Classroom Visits </li></ul></ul></ul><ul><ul><ul><ul><li>Total: 80 visits </li></ul></ul></ul></ul>
  11. 11. Part II: Social Media
  12. 12. Connecting to Students Your Website
  13. 13. Social Networking Sites: <ul><li>Update regularly </li></ul><ul><li>Provide useful content for students </li></ul><ul><ul><li>Don’t just make “noise” </li></ul></ul><ul><li>It does matter how many friends or followers you have </li></ul><ul><li>How do you get friends and followers? </li></ul><ul><ul><li>Build relationships with the students </li></ul></ul>
  14. 14. <ul><li>Personalize profile page </li></ul><ul><li>Friend for a purpose </li></ul><ul><ul><li>When you “friend” </li></ul></ul><ul><ul><li>… send a message </li></ul></ul><ul><li>Create: </li></ul><ul><ul><li>Events, Pages, Groups </li></ul></ul>
  15. 15. <ul><li>“ What are you doing?” </li></ul><ul><li>Provide useful content </li></ul><ul><li>Tweets </li></ul><ul><ul><li>Tweet for a reason </li></ul></ul><ul><ul><li>Tweet daily </li></ul></ul><ul><ul><li>Tweet in your email signature </li></ul></ul><ul><ul><ul><li>Ali Maresh </li></ul></ul></ul><ul><ul><ul><li>Reeve Marketing Assistant </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>Twitter: @alimaresh </li></ul></ul></ul>
  16. 16. Video Sharing: <ul><li>Post all relevant videos on YouTube </li></ul><ul><li>Appealing title: “How to get a job” </li></ul><ul><li>Promotional Videos </li></ul><ul><ul><li>iMovie </li></ul></ul>
  17. 17. Photo Sharing: <ul><li>Create albums of photos for students to view and download at high quality </li></ul><ul><li>Upload photos of students at events </li></ul><ul><li>Ability to upload Flickr slideshow to your website </li></ul>
  18. 18. Blogs: <ul><li>Blog about information that college students care about </li></ul><ul><li>Post photos/videos to personalize your blog </li></ul>
  19. 19. Part III: Marketing Resources <ul><li>CampusVision </li></ul><ul><ul><li>Email ppt. or jpg. Image to [email_address] </li></ul></ul><ul><li>Concourse tables in the union </li></ul><ul><ul><li>Contact reeve reservations </li></ul></ul><ul><li>Display Cases </li></ul><ul><ul><li>Polk </li></ul></ul><ul><li>Poster Distribution </li></ul><ul><li>Mass emails </li></ul>
  20. 20. @alimaresh Ali Maresh alimaresh In Progress: Contact Information