Title: How to Market to College Students in 2021 [A Complete Guide]
Headings: Marketing to College Students
Marketing to College Students
Contents
What is College Marketing?
Why Use College Marketing?
Socioeconomic background
College students have money to spend
What should you consider when marketing to college students?
Digital natives
Social Media
Newfound freedom and responsibility
Wariness of traditional marketing
Need for authenticity
‘Convenience, on the go’
How much money do students spend?
HSBC’s Value of Education Study
Deloitte Back-to-College Report
How can you use the college life cycle to your advantage?
What are college students’ values?
Marketing to college students during Coronavirus
How has Coronavirus affected the college lifecycle?
How will Coronavirus affect college students’ lifestyles?
How do you choose Colleges to market to during Coronavirus?
Which marketing channels are best to use during Coronavirus?
How can QR Code Marketing help during Coronavirus?
Is OOH college advertising still worth it?
How should my messaging change during the Coronavirus pandemic?
Resources for businesses during the Coronavirus
How can you market to college students?
Don’t: Advertise in the local paper and TV
Do: Sponsor College Organisations
Target Incoming Students at Orientation
Penetrate Students’ Space
Stand for something
Ditch the flyers
Visit Classes
What Experiences can be used for College Event Marketing?
Student events and activations
Contests
Giveaways
Offer free stuff
Off-Campus Experiential Marketing
How can you best use Peer-to-Peer Marketing?
College Brand Ambassadors
Sorority and Fraternity Marketing
College Street Team Distribution
College Student Discount
How can you utilise Cross-Platform College Marketing?
Advertise on Social Networks
Encourage User-Generated Content
Video Advertising
Speak to them in their voice
Which brands target college students?
Red Bull ‘gives wings’ to college students
Victoria’s Secret PINK gets the girls together
Resources
Bryan Carbone

Content: College students have money to spend
It 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. This might be true, especially as one survey has suggested that up to 74% of college students work whilst studying to supplement the contributions made by their parents [4]. 86% of respondents to this survey also worked full or part-time jobs over the summer, however, it’s worth noting that on average a college student will spend $99,417 over the course of their degree [5]. What should you consider when marketing to college students? Today’s college students belong to the ‘Generation Z’ generational group. These individuals were born between the mid-90s to the mid-00s and are following hot on the heels of Millennials. 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. Digital natives
Taken as a whole group, these students are the second generation of ‘Digital Natives’. 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. Social Media
College students are active on more social platforms than any other demographic as 39% of ‘Generation Z’ have 4 or more social media accounts.