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. The purpose of demographic, geographic, and psychographic segmentation aims to separate people into subgroups to regulate a political campaign, commercial marketing, and advertising. Students are establishing their spending habits while they are studying, making this a competitive and rewarding time to gain their custom. Updated 05/08/2020: Now includes the latest college marketing advice during the Coronavirus pandemic. 2. To access: Contact the Reference Desk (ext. 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. 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. 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. These individuals were born between the mid-90s to the mid-00s and are following hot on the heels of Millennials. 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. A giveaway, as opposed to a contest, requires no competition or barrier to entry, besides simply signing up. College enrollment of women aged 18 to 20 years old decreased by 5.8%. Professionals define demographic data based on aspects of a consumer such as gender, age, marital status, parental status, health and financial status. College food environment and student food choice research rarely uses food sales data to assess student food choice; except in the case of vending machine research [11]. With this in mind, college event marketing can be an effective route to take to spark that initial brand relationship with students. PINKs brand ambassadors are now spread throughout the country with 2 reps per college and 10 team members per institution, all of whom will be involved with sharing their experiences with the brand on social media, contributing to brand designs and empowering their fellow college women. Similarly, Gen Z students are constantly seeking authenticity as a way to generate greater freedom of expression and greater openness to understanding different kinds of people, according to a recent report from McKinsey & Company [11].\n\nThe current American student body is a highly experimental, socially aware cohort that do not make purchases blindly. A .gov website belongs to an official government organization in the United States. Most colleges hold orientation activities and events, which often involve hundreds or thousands of new students. Psychographics is qualitative. Now, people live in a global village as global citizens for the easy accessibility of social media. Some colleges have chosen to cancel fall breaks in October, with many stating that they will not welcome students back on campus if they have gone home for Thanksgiving. \n\nPenetrate Students Space\n\nA college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. Demographics: Studies of a population based on factors such as age, race, sex, economic status, levels of education, income level, and employment, among others. From . Updated 05/02/2021: New figures and analysis added related to the number of students set to graduate in 2021. Flyer distribution, although affordable, is not a marketing strategy that resonates with Gen Z students and youre more likely to find your lovingly crafted flyer in the bin than in the hands of your target demographic. 6. Check out several more differences between these two metrics: More than half of students applied to between one and five colleges, versus 28% who applied to between six and ten; and. Furthermore, You may feel that giving blood is important because an adequate blood supply is necessary to save a life (Belief). "}},{"@type":"Question","name":"How can you market to college students? A similar approach can also be taken with OOH marketing. 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 . These events usually take place in the first few weeks of the opening college semester and present an excellent opportunity for brands to get their message in front of students when they are early in their college journeys.\n\nMany freshman college students will be in the process of figuring out how to support themselves for the first time, making purchasing decisions and forming buyer habits that may stick with them for their entire college life, or even further. Campus Solutions have pre-existing relationships with student organisations across the country, giving brands the opportunity to make an immediate impact with the college student demographic. Diversity is Website Design by Digital Titans, LLC, Social Media Marketing to College Students A Complete Guide. "}},{"@type":"Question","name":"How can QR Code Marketing help during Coronavirus? Raised in a world of mass connectivity and social media, their affinity for technology has reshaped how they engage with retail, as such they are more aware, more informed and more empowered than any generation before them. Attitudes toward and beliefs about nutrition and health among a . "}},{"@type":"Question","name":"How should my messaging change during the Coronavirus pandemic? 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. Required fields are marked *. Many of these graduates will soon be in their first professional jobs which will provide them with the most disposable income theyve ever had. One question that brands and businesses considering marketing to college students will have is: where do they spend their money? Demby (1989) defines psychographics as "The use of psychological, sociological and anthropological factors, such as benefits desired (from behavior being studied), self-concept and lifestyle (or serving style) to determine how the market is segmented by the propensity of groups within the market - and their reasons- to make a particular decision I directed all students in attendance to fill out twenty-sevena - question survey, which required approximately five minutes to complete. You want to identify strategic points in the prospective student decision journey to deliver these highly personalized communications, and it starts with Student Search. While it could be argued that any publicity is good publicity, readership of college newspapers has been on the decline for some time, so advertising on this channel might not be the most cost-effective idea. What if you knew that students of a certain personality type were much more likely to retain and graduate on time? About 47% of students cite the cost of attendance as very important, while 47% identify financial assistance as a very important factor. Necessary cookies are absolutely essential for the website to function properly. Over 60% of students expect to vote at the local, state, or national level; About half of students expect to get a job or participate in student groups; and. It does not store any personal data. 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. Newsmoor Is The Best Educational Website For Students To Learn Online Free. Married with the right messaging, a QR code can help increase a brands presence on campus (this can also be done without the need for ambassadors). Then, we asked them to specify what they want in a college. 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. To get more information about these cookies and the processing of your personal information, please see our Privacy Policy. Research Methodology, Study Abroad. 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. Besides gaining a valuable qualification and life experience that will see them through the rest of their adult lives, college students also join a huge variety of organisations, associations and clubs, all of which require funding in some way or another. I remember when segmentation became a thing in higher education. Todays college students are therefore more likely to have come from privileged backgrounds and have disposable income. The overall enrollment rate among 18 to 24 year olds was 41% in 2019. This makes social media marketing a core component of any successful college student digital marketing strategy. The following is a list of some of the best database for finding demographics and psychographics: EASI Analytic Software: The Right Site Demographic and market analysis reports. Safety needs Requirements for security and protection purposes, such as personal security, health security, employment, property, etc. Less than half of students expect to regularly communicate with professors or do community-service. Carnegie Dartlet LLC | 210 Littleton Road, Suite 100 | Westford, MA 01886, info@carnegiehighered.com Each set of questions on the survey was tailored to gather specific data on the demographics, attitudes, knowledge, and recycling practices of UC Berkeley undergraduates. Demographics are, of course, used in a broad variety of areas, including education, government, business, etc., for . 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. Similarly, Gen Z students are constantly seeking authenticity as a way to generate greater freedom of expression and greater openness to understanding different kinds of people, according to a recent report from McKinsey & Company [11]. The ebb and flow of the college semester are permeated with major events that the student body will gravitate towards. A giveaway, as opposed to a contest, requires no competition or barrier to entry, besides simply signing up. Due to the disparity between different cities and states, institutions are taking different approaches to re-opening. Google Scholar. By paying attention to the value that they hold dear and tailoring your marketing strategy accordingly, you can avoid wasting time investing in ideas that are unlikely to resonate with this demographic. Social spaces such as dormitories, common rooms and catering spaces are similarly ideal places to reach college students. For this reason, a successful college marketing campaign is built on sound research and smart planning. The most popular majors in Lawrence, KS are Accounting (292 and 3.74%), Social Work (280 and 3.59%), and General Psychology (261 and 3.35%). 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. Thirdly, an attitude is a statement expressing an individuals approval or disapproval, like or dislike. Students are establishing their spending habits while they are studying, making this a competitive and rewarding time to gain their custom. While Darts and Motivators differ in methodology and potency, the one thing they have in common is they are much more effective than simple demographic segmentation. If a schools policy happens to change at the last minute, youll then be able to make adjustments accordingly and draw from your back up list, so that you can still execute your marketing strategy at the previously planned scale. 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. 31% percent of students are minorities or people of color (BIPOC).The ethnic breakdown is detailed in the following table. How has Coronavirus affected the college lifecycle? 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. The only thing better than the chance of winning something for free is outright getting it. 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