How to Market to College Students in 2023?
College – it’s a time of new beginnings. As a marketer, the college demographic offers an ocean of possibilities. But effectively reaching this diverse audience requires nuance, creativity, and an understanding of their values.
In this post, we’ll explore proven strategies to unlock the college market in 2023.
Get to Know Your Audience
Today’s students grew up as digital natives. While bonds remain strong with parents, they cultivate their own distinct identities. Appreciate their journey to self-discovery.
To connect authentically, recognize key generational traits:
- Tech-savvy and expect seamless mobile experiences
- Value diversity and inclusion
- Seek adventure and unique experiences
- Prioritize health, wellness, and sustainability
- Informed advocacy is important; the desire to “do good”
But avoid generalizations. Approach students as individuals on a personal quest for knowledge, relationships, and purpose.
Meet Them Where They Are…Online
With classes, activities, and jobs, college students are constantly on the move. Reach them through the digital platforms they use:
- Instagram – For photo and video content
- TikTok – To viral trends and entertainment
- YouTube – For convenient how-to’s and music
- Snapchat – For fun with friends
- Facebook – For events, groups, and causes
- Twitter – For real-time news and commentary
- Email – For reminders, coupons, and updates
Mobile responsiveness is a must. And don’t forget about campus TVs, websites, and radio stations. Partner with trusted on-campus media to share your message.
Get Experiential
Today’s students value hands-on participation over passive observation. Sponsor activities that let them roll up their sleeves:
- Product demos
- Skills workshops
- DIY challenges
- Interactive exhibits
- Scavenger hunts
- Virtual reality
- Augmented reality
Appeal to their competitive spirit with contests centered on creation and problem-solving. Offer prizes that support their passions, like tech gadgets, concert tickets, or paid internships.
Speak Their Language
Avoid corporate jargon. Use natural, conversational language students relate to. Lean into humor, empowerment, and wit.
Sprinkle in some campus lingo: Lit, Bae, GOAT, Bumpin’, Slay, Clutch. But stay far away from cringe!
Use inclusive language that acknowledges diverse backgrounds and experiences. Help students feel recognized as their authentic selves.
Offer Real Value
Today’s students are tomorrow’s leaders and change-makers. Demonstrate how your product or service supports their vision for the future.
Highlight sustainability. Promote diversity and inclusion. Champion justice, access, and equity. Embrace the issues that will define their generation.
Provide resources that help them sharpen skills for careers with purpose and meaning. Offer scholarships, discounts, and learning opportunities relevant to their majors.
Amplify Through Influencers
Identify social media creators who hold sway with students. Often micro-influencers with a tightly focused niche get better engagement than mega-stars.
Look for influencers involved on campus and within the local community. Authenticity matters most. Ensure chosen voices align naturally with your brand.
Compensate appropriately. Free product and insider access helps spark interest. Be flexible with creative control. Influencer content should feel handcrafted, not corporate.
Team Up with Student Groups
Campus organizations unite students around shared interests and identities. Partnering helps expand your reach exponentially.
Offer sponsorships for events, facilities, and programs. Provide resources that help clubs thrive. Ask how you can participate, don’t just push your agenda.
Collaborate closely with cultural groups, special interest clubs, fraternities/sororities, and activity teams. Find synergies between their needs and your offerings.
Energize the On-Campus Experience
Students seek community, camaraderie, and connection through campus life. Enhance their experience with immersive activations:
- Takeover dining halls with branded cups, swag, and signage
- Host pre-game tailgates with games and giveaways
- Set up high-energy booths at job fairs and activity days
- Distribute free product samples at busy hubs like the student union
- Organize movie nights on the quad with fun themes and snacks
Time activations around exams for much-needed stress relief.
Support Their Success
College is full of challenges. Position your brand as an ally in overcoming obstacles.
Address real student pain points: tight budgets, housing, transportation, self-care, mental health, relationships, time management, and employment.
Offer financial guidance. Provide career readiness resources. Promote services that enrich campus safety.
Your brand should empower students, not add unnecessary stress. Help them feel understood, motivated, and equipped to thrive.
Measure What Matters
When assessing marketing performance, emphasize engagement over vanity metrics.
Gauge awareness and sentiment through on-campus polling. Track online conversations for tone and momentum.
Prioritize quality over quantity for activations. The connections made hold more value than sheer attendance numbers.
Evaluate partners on shared values alignment, not just deliverables met. The student-brand relationship is ongoing, not transactional.
College students have tremendous potential and passion. By understanding their distinct mindset and appreciating their unique journeys, brands can build rewarding lifelong relationships based on trust and meaning. Meet this incredible group where they are, and enjoy the community you help create together.
