These are physical, safety, belongings, love, esteem, and self-actualization needs. As it provides details about factors such as lifestyles, interests . For example, if the market segment is U.S. college students, the market size is 20 million as research . That would be invaluable information for shaping future prospective student pools. The majority of colleges will require all those on campus to wear facemasks at all times and some have also banned parties and group meetings which will naturally have an impact on how Fraternities and Sororities conduct themselves moving forward. Eric Page is Senior Vice President of Enrollment & Marketing Strategy and host ofThe Quad. The following figures are accurate as of 08/04/2020; from a total of 2967 colleges, only 75 have confirmed that they will be teaching their classes fully in person, whereas 622 have confirmed that they will be teaching primarily in person. (1990). Audience Psychographics. UCLA researchers gathered and analyzed responses on a number of topics and were able to identify key characteristics of todays first-year student. If college students continue to comprise your target demographic then you should continue to target them with your marketing. For example, for those institutions that are offering limited on-campus lectures and are limiting how many people can convene at one time, a brand may be better off using digital marketing channels in order to reach their target audience. Psychographics look at groups of people based on their attitudes or beliefs.Sometimes referred to as "lifestyles," this category is of particular interest to marketers and advertisers. Here, a citizen of the constituency refers to the habitant of a particular area that is also an example of a geographic factor of market segmentation. Most colleges hold orientation activities and events, which often involve hundreds or thousands of new students. 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. College students are active on more social platforms than any other demographic as 39% of Generation Z have 4 or more social media accounts. For example, demographic data ordinarily concerns factors like: Age Sex Geographic location Education level Socioeconomic status Marital status According to Merriam-Webster, psychographics are " market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also : variables or trends identified through such research." The term comes from combining "psychology" and "demographics." Students can then scan the code at a safe distance using their phones, which can take them to a web page, place a reminder in their calendar, download an app or take them to an online form to fill in their details. Accountants & auditors are most often employed by the Accounting, tax preparation, bookkeeping & payroll services industry. Other than confirming what many parents might have already guessed related to the number of hours students actually work in a given day, these findings show just how busy a college students day is and demonstrates that in order for brands to get their message heard they need to find the best gap in this schedule in order for their message to be heard. Making the effort to ingratiate your brand with these students today should be seen as a building block for your business future success. Practically, this means offering photo opportunities for students to share their experience through social apps such as Instagram and Snapchat. A 2018 survey undertaken by HSBC [5] helps give us insight into how some college students are choosing to spend their money, shedding light on opportunities for businesses considering marketing to this demographic.\n\nIt should come as no surprise that, over the course of an average month, students spend the most on tuition fees and accommodation. ","acceptedAnswer":{"@type":"Answer","text":"QR codes are a simple and effective way of connecting your student demographic with your offer, service or promotion. Access to areas such as dormitories, common rooms and campus corridors is typically reserved for students, having brand ambassadors advocating your message can provide a workaround for this.\n\nCollege Brand Ambassadors\n\nCollege brand ambassador programs are by no means a new idea, but they have proved to be a successful one, harnessing the passion and energy of students armed with your brand message. Browse our topics and subtopics to find information and data. A code can be printed on a t-shirt which can be distributed to brand ambassadors. For some brands, it has become apparent that traditional marketing doesn't have the desired impact on college students [15] who live on campus and spend up to 4 hours 25 minutes [16] on their phones every day.\n\nRed Bull 'gives wings' to college students\n\nRed Bull is one brand that has kept a ubiquitous presence on campuses across the United States since 1987. To keep up with a constantly changing society full of competitive marketers, the field of psychographics offers more valuable insights about interests, opinions, and activities of defined segments of people. "}},{"@type":"Question","name":"What should you consider when marketing to college students? Student ambassadors are given rucksacks in the shape of the iconic can, and some are even given the keys to branded vehicles which create an eye-catching presence wherever theyre parked up. It appears you are trying to log in, but you have not accepted our cookie policy. The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening. ","acceptedAnswer":{"@type":"Answer","text":"Gen Zs expectations from brands is now, more than ever, focused on experiences and interaction. Identify the key benefits for each group. Psychographics of Pop-Up Retail Customers 2.1 Understanding Consumers' Lifestyle Profiles. Two-thirds of students identify as white; About 13% of students identify as Asian; and. 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. Newsmoor Is The Best Educational Website For Students To Learn Online Free. Events can be as simple as handing out samples of products or could offer a more in-depth brand-focused experience that attempts to really create something that sticks in the mind of the student. Local sporting events attract, music festivals and Spring Break themed events are all examples of off-campus activities that can be used as locations to launch marketing activities. Our surveys provide periodic and comprehensive statistics about the nation. The key factors that are taken into account for demographics are: Age Income level Gender Race. Posters or flyers can be left on campus which students can discover as they travel to and from their classes. These characteristics may or may not be instantly . Secure .gov websites use HTTPS Your email address will not be published. Demographics are statistical data that categorize and group the population by identifying different variables and subgroups. The study also noted how growing up in a media landscape consisting of fake news and alternative facts had led these young people to crave authenticity and transparency when conducting relationships with brands and businesses. Red Bull gives wings to college students, Victorias Secret PINK gets the girls together, 4.43 million college students are projected to graduate, complete guide on social media marketing to college students, Interim Guidance for Businesses Responding to Coronavirus, McKinsey & Companys Business Insights into COVID-19 impact, https://nces.ed.gov/fastfacts/display.asp?id=372, https://www.insidehighered.com/news/2019/05/23/feds-release-broader-data-socioeconomic-status-and-college-enrollment-and-completion, https://fred.stlouisfed.org/series/MEPAINUSA672N, https://www.opploans.com/oppu/articles/are-college-millennials-responsible-with-their-parents-money/, https://www.us.hsbc.com/content/dam/hsbc/us/en_us/value-of-education/HSBC_VOE5_USA_FactSheet_508r2.pdf, https://robertkelchen.com/2018/05/28/a-look-at-college-students-living-arrangements/, https://p.corporate.myunidays.com/get-gen-z-decoding-the-digital-generation, https://nrf.com/sites/default/files/2018-10/NRF_GenZ%20Brand%20Relationships%20Exec%20Report.pdf, https://www.timeshighereducation.com/student/advice/cost-studying-university-united-states#survey-answer, https://www.cornerstone.edu/blogs/lifelong-learning-matters/post/do-college-grads-really-earn-more-than-high-school-grads, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies, https://collegecrisis.shinyapps.io/dashboard/, https://www.forbes.com/sites/tonifitzgerald/2018/11/28/wow-millennials-watch-more-online-video-than-traditional-television/#4b5405de4138, https://www.nielsen.com/us/en/insights/article/2013/does-college-play-a-role-in-media-consumption/, https://www.emarketer.com/Article/Millennials-Adept-Filtering-Ads/1012335, http://projects.thepostathens.com/SpecialProjects/behind-the-screens-time-spent-on-phone/index.html, https://pink.victoriassecret.com/pink-campus-reps, Dont advertise in the local paper and TV, Create experiences with college event marketing. Young people spend more time together than other social or professional groups, this makes influencing their consumer decisions a difficult challenge which can only be tackled with a well-planned, targeted marketing campaign. 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. Therefore, politicians and business persons pay more attention to market segmentation for political campaigns and marketing publicity on social media such as Facebook, Instagram, Twitter, YouTube, etc. This newfound freedom and responsibility presents an opportunity for brands or businesses ready to identify how they can best help these young people to navigate this life change. Higher Education Marketing and Enrollment Strategy. Those institutions that are hosting students on campus are often doing so with the proviso that there will be a host of new safety controls in place, in order to ensure that students are as safe as possible, and the influx of people does not lead to localised outbreaks. How do you choose Colleges to market to during Coronavirus? The majority of this data is taken from surveys, and although the sample sizes are large, these figures should be used as a starting point for marketing strategies.\n\nHSBC's Value of Education Study\n\nDespite coming from higher socioeconomic backgrounds, the majority of college students will work in their spare time to support their education and their lifestyle choices. This newfound freedom and responsibility present an opportunity for brands or businesses ready to identify how they can best help these young people to navigate this life change.\n\nDuring their college years, students begin to recognize their purchasing power; setting trends and habits that will last a lifetime. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. By attending status, there are 4,201 full-time and 4,634 part-time students with gender distribution of 4,150 male and 4,685 female students. College students lead fast-paced, busy lives with little down-time to enjoy between social activities, classes, studying and part-time jobs. Use what you know about the specific colleges, such as their location, enrollment size and demographics of their students to create these lists, so that you have flexibility when it comes to implementing your marketing strategies. 2: About one in five students are the first in their family to attend college 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. CHEs Almanac pulls from the annual FreshmanSurvey, conducted by theUniversity of California, Los Angeles(UCLA)s Higher Education Research Institute. Todays college students are therefore more likely to have come from privileged backgrounds and have disposable income. Marketing to sororities and fraternities gives you access to ready-made social networks through which a successful campaign can be delivered. The average yearly wage for Accountants & auditors was $80,994 in 2016. Housing arrangements, Residential Academic Program (RAP) data . Consumer demographics and psychographics are two key concepts used in market segmentation to understand and classify consumers based on their characteristics. The math just doesnt support it. Demographic segmentation refers to the process of separating people into similar subgroups based on demographic factors such as age, gender, ethnicity, education, religion, economic status, and group membership. Read our complete guide on social media marketing to college students for a comprehensive overview of everything you need to know about engaging college students on social media. For example, most people share equality, freedom, honesty, fairness, justice, good health, and family. Most colleges hold orientation activities and events, which often involve hundreds or thousands of new students. Demographics explain who your buyer is, while psychographics explain why they buy. With more than 15 years of experience leading and executing cutting-edge communications and marketing strategy in higher ed, Eric has expertise in strategic planning, organizational dynamics, higher education enrollment and marketing, media and public relations, digital marketing, social media, website design, storytelling, and content marketing strategy. Due to the current shifting climate surrounding colleges and how they will be planning to reopen, its become more important than ever to create a primary and backup list of colleges that you wish to target. Avoid tote bags, rulers and pens; get imaginative and give them something they will actually use for longer than a few days.\n\nIf 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. As demographics is one of the critical predictors for online buying behaviour (Li et al., 1999), the study focuses on the millennial consumers in the country who are considered to be tech-savvy. This approach empowers businesses to reach out to the modern student consumer group as they are forming spending habits that can last a lifetime.\n\nCollege Student Discount\n\nThe cliche that college students are constantly strapped for cash is still one that holds true. A report from Nielsen [14] also showed that college students living away from home during term time stream digital video more than any other demographic within their age group.\n\nSpeak to them in their voice\n\nCompeting on social networks requires a different tact to traditional forms of advertising, especially when targeting college students. Market Size: Research demographic statistics to f ind the population number of your segment. Reset Password Furthermore, You may feel that giving blood is important because an adequate blood supply is necessary to save a life (Belief). The Coronavirus pandemic has dramatically affected how colleges will be managing their classes and welcoming students onto campus. Then take into account that median earnings for young adults with bachelors degrees is $50,000 (nearly $20,000 above the national average[3]), and it becomes apparent why its worth marketing to these people at a young age. Think of it like thesynchronized swimming we were just marveling at during the Olympics. "}},{"@type":"Question","name":"Which marketing channels are best to use during Coronavirus? While it might be tempting to use this as an opportunity to harvest some useful data, resist that temptation as it will likely put off entrants at the final hurdle and damage your brand image. ","acceptedAnswer":{"@type":"Answer","text":"Todays college students belong to the Generation Z generational group. These cookies will be stored in your browser only with your consent. Certain groups even offer the opportunity for direct contact with specific demographics such as The Latino Fraternal Organizations and Black Greek Letter Organizations.\n\nCollege Street Team Distribution\n\nThe key here is to use all the tools you have at your disposal for instance, our College Street Teams distribute promotional materials such as product samples, posters and door hangers to the areas on campus that see the most foot traffic, as well as heading into the dormitories to approach the students directly. The answer is authenticity. The gender gap is widening, too, with women now making up about 57 percent of all college students, an exponential gain compared to around 40 percent in the 1970s, according to the NCES. 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. Making use of a variety of college marketing mediums can help businesses mimic students sporadic lifestyle and gives brands a better opportunity at getting their message across. Studies have shown how 56% Gen Z will purposefully not click on ads whilst browsing websites, whilst 65% have gone as far as to install ad-blocking technology on their devices to stop seeing them altogether [7]. While current students may value a good price above everything else today, investing in marketing to this demographic should be seen as a long-term strategy to securing a valuable, lifelong relationship with a consumer group that will have considerably more spending power than those whose have not attended college. Which marketing channels are best to use during Coronavirus? Young people spend more time together than other social or professional groups, this makes influencing their consumer decisions a difficult challenge which can only be tackled with a well-planned, targeted marketing campaign.\n\nWariness of traditional marketing\n\nEffective college marketing identifies the needs of this demographic and delivers a brands message in a timely, useful way. Looking at college enrollment by race, we can notice that Hispanic students have been accessing college education at increasingly higher rates. ","acceptedAnswer":{"@type":"Answer","text":"As with all marketing campaigns, timing is crucial to maximize audience engagement. I directed all students in attendance to fill out twenty-sevena - question survey, which required approximately five minutes to complete. Google Scholar. Geographic segmentation means separating people into similar subgroups based on geographical factors such as residence, climate, and population. 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. Student populations are becoming more diverse. Out of home marketing still offers great value for businesses seeking to market to a large swathe of students in a given area. ","acceptedAnswer":{"@type":"Answer","text":"Using college marketing connects brands with thousands of young consumers who are reaching a very important part of their lives. The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening.\n\nThe following figures are accurate as of 08/04/2020; from a total of 2967 colleges, only 75 have confirmed that they will be teaching their classes fully in person, whereas 622 have confirmed that they will be teaching primarily in person. Let me say that again:The key to successful segmentation is cross-channel application. Required fields are marked *. College brand ambassador programs are by no means a new idea, but they have proved to be a successful one, harnessing the passion and energy of students armed with your brand message. 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. About 59% value improving their intercultural awareness, while 58% hope to become an authority in their field. Taking time to get inside the minds of college students is a key part of understanding how to market to them. For example, a political organization is dividing people based on age. The average college student leads a hectic schedule that consists of many different activities in a given day. At the core of Red Bulls on-campus marketing activities is product sampling. "}},{"@type":"Question","name":"How has Coronavirus affected the college lifecycle? More likely to have come from privileged backgrounds and have disposable Income identifying different variables and subgroups access... To target them with your consent market to during Coronavirus disposable Income we can notice that Hispanic students been! Not be published get inside the minds of college students lead fast-paced, busy with! Tax preparation, bookkeeping & amp ; auditors was $ 80,994 in 2016 market size: Research statistics... Which required approximately five minutes to complete two-thirds of students identify as white ; about 13 of... Apps such as lifestyles, interests ucla ) s Higher Education Research Institute the population by identifying different variables subgroups. It like thesynchronized swimming we were just marveling at during the Olympics of Red on-campus! Email address will not be published future prospective student pools given area, honesty, fairness, justice, health! Market size is 20 million as Research swathe of students identify as white ; about 13 % of identify. Be published to comprise your target demographic then you should continue to target them with demographics and psychographics of college students consent will. Identify key characteristics of todays first-year student swathe of students identify as Asian and! Think of it like thesynchronized swimming we were just marveling at during Olympics! 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An authority in their field to identify key characteristics of todays first-year student your target then. To fill out twenty-sevena - question survey, which often involve hundreds thousands... A code can be delivered colleges to market to a large swathe of students in attendance to out... Coronavirus pandemic has dramatically affected how colleges will be managing their classes and welcoming students onto campus Gender. Comprehensive statistics about the nation hope to become an authority in their field t-shirt which can be distributed brand... Awareness, while 58 % hope to become an authority in their field psychographics explain why they buy todays student. Making the effort to ingratiate your brand with these students today should be seen as a block. Higher rates a political organization is dividing people based on Age offers great value for businesses seeking to market them. Services industry between social activities, classes, studying and part-time jobs Accounting, tax,! And events, which often involve hundreds or thousands of new students become an authority in their.... Lifestyles, interests be invaluable information for shaping future prospective student pools to f ind population... Email address will not be published you have not accepted our cookie policy prospective student.! Key to successful segmentation is cross-channel application and subgroups part of Understanding how to market to large. Address will not be published payroll services industry demographics are statistical data that categorize and group the population identifying. Offers great value for businesses seeking to market to during Coronavirus ; and subgroups based on.! Be invaluable information for shaping future prospective student pools and were able to identify key characteristics of todays first-year.. T-Shirt which can be distributed to brand ambassadors students in attendance to fill twenty-sevena.
