Engaging University Students: Strategies For Effective Targeting

University students are a desirable demographic for advertisers, as they are still forming opinions about brands and have not yet developed unbreakable brand loyalties. They are also a large market, with a high spending power. As such, it is important for businesses to know how to target this group. This can be achieved through a variety of marketing strategies, such as social media campaigns, brand ambassadors, and targeted ads. Businesses can also offer discounts to students and host giveaways to attract this audience.

Targeted ads on social media

Targeting university students with ads on social media requires a good understanding of the target audience, their behaviours, interests, and preferences. Here are some strategies to effectively target university students on social media:

Understand the Platform Demographics

Different social media platforms cater to different user demographics. While Instagram, Snapchat, and TikTok are popular among younger millennials and Gen Z, Facebook and Twitter are more widely used by older millennials and Gen X. Therefore, choosing the right platform is crucial for reaching university students.

Leverage Popular Platforms

Instagram, Snapchat, and TikTok are widely used by younger audiences, including university students. To reach this demographic, create visually appealing content on these platforms, targeting specific demographics, addressing college life challenges and aspirations, and offering exclusive discounts.

Utilise Facebook's Targeting Options

With over three billion monthly active users, Facebook offers a vast potential audience for targeted advertising. Facebook's advanced targeting options allow you to reach students by age, interests, location, or even academic level. You can also use Facebook Audience Insights to refine your targeting and create custom and lookalike audiences.

Behaviour-Based Targeting

Behaviour-based targeting on Facebook can help you reach new types of audiences. For example, if you are targeting students interested in international travel or adventure, you can target users who frequently travel internationally.

Understand Student Preferences and Interests

University students have unique consumption habits and lifestyle patterns. They often have limited disposable income but have specific needs and wants related to their academic and social lives. Understanding their interests, such as fashion, music, sports, or local trends, can help you tailor your ads accordingly.

Segment Your Audience

University students are a diverse group with varying backgrounds, fields of study, interests, and behaviours. Segment your audience based on relevant criteria such as location, age, gender, education level, and interests to create more personalised and relevant ads.

Engage with Student Publications and Ambassadors

Reach out to student-led publications, such as newspapers, newsletters, or online forums, to sponsor posts or display ads. Collaborate with student ambassadors or influencers who have a strong reach among the student community.

Host Giveaways and Competitions

University students are attracted to exclusive discounts and competitions. Host giveaways or competitions that are relevant to their interests and needs, such as covering the cost of a parking pass on campus or offering free food items.

Leverage User-Generated Content

Encourage your customers to tag your products in their social media posts, and actively like and comment on related posts. This will increase engagement and help your posts reach a wider student audience.

By following these strategies and understanding your target audience, you can effectively target university students with ads on social media platforms.

Brand ambassadors on campus

Identifying Suitable Brand Ambassadors

When selecting brand ambassadors, look for individuals who are influential and well-connected on campus. These students should be active in face-to-face interactions and across various social media platforms. Additionally, they should be passionate about your brand and its values. For instance, a brand ambassador for a skincare company might be someone who is enthusiastic about dermatologically tested, cruelty-free, and vegan products.

Training and Support

Before they begin representing your brand, it is essential to provide brand ambassadors with adequate training and support. This can include online training sessions, workshops, and regular check-ins with the brand or an agency representing the brand. For example, Adidas provides its campus ambassadors with paid in-person training and maintains daily communication with them during their program.

Responsibilities of Brand Ambassadors

The primary role of a brand ambassador is to raise brand awareness and promote the brand's products or services to their peers. This can be achieved through various means, including peer-to-peer marketing, hosting events and giveaways, and utilizing social media platforms. Ambassadors may also be tasked with completing challenges, such as distributing free products or leading tech workshops for a particular brand.

Incentives for Brand Ambassadors

Brand ambassadors are often incentivized to promote the brand through rewards programs or exclusive perks. For instance, they may earn points that can be redeemed for cash or brand-related gifts. Other incentives include the opportunity to gain professional experience, develop communication and leadership skills, and build their resumes.

Examples of Successful Brand Ambassador Programs

Several companies have successfully utilized brand ambassador programs on university campuses. These include Bubble Skincare, which has an exclusive program for college students across the U.S., and Adidas, which offers students the chance to represent a well-known athletics brand. Other notable mentions are Bumble, Canon, Vitamin Water, and Tinder, each with its unique approach to engaging student brand ambassadors.

By implementing a brand ambassador program on campus, your brand can effectively reach and influence the university student demographic, creating a powerful marketing force within this target market.

Freebies and discounts

Firstly, it is important to note that students should always be encouraged to ask if a discount is available. Many merchants do not advertise their student discounts, so it is worth reminding students to inquire about potential savings.

There are several ways to offer freebies and discounts to students. One way is to provide exclusive discounts to students at specific universities. For example, you could partner with universities in your area and offer a competition or giveaway to students. This could be a fun way to engage students and create a sense of loyalty. You could also consider offering birthday freebies, as many restaurants and retailers like to celebrate their customers' birthdays with special offers.

Another way to reach students is to build an online presence. You could create a blog with interesting and useful content, and share it on social media platforms such as Facebook, Reddit, and Instagram. You can also find on-campus clubs or groups that may be interested in your product or service and reach out to them. Additionally, you can try to get involved in conversations on sites where college students spend a lot of time.

You can also offer freebies and discounts through loyalty programs or by providing vouchers and coupons. Students often appreciate the opportunity to try new products for free, so consider handing out samples on university campuses or in city centres.

There are also specific types of discounts that students seek out. Many students take advantage of discounts on public transportation, and some cities offer free rides to college students. Students also appreciate discounts on food, with many restaurants offering deals on meals and meal kits. Discounts on software and technology are also popular, with companies like Amazon and Microsoft offering free or discounted services to students.

Overall, there are several ways to target university students with freebies and discounts. By offering exclusive deals, building an online presence, and providing samples and coupons, you can effectively reach this demographic.

Online content and blogs

Blogging is a powerful tool for marketing to university students. It helps build your brand's unique voice, values, and foundations, and is a great way to add new content to your website regularly. It is important to be strategic and targeted in your content creation, ensuring that it resonates with specific segments of your audience.

Begin by conducting research on your existing student body to understand who is naturally drawn to your school. For example, does your school emphasize STEM or athletics? Do you attract many first-generation students? By developing segments based on these characteristics, you can create profiles for each audience, informing the content you'll create for them.

To create relevant and informative content, consider incorporating academic storytelling into your strategy. Develop a series of educational blog posts that explore academic programs, faculty expertise, and research opportunities. Make use of infographics and visual content to make dry topics more engaging and digestible. Videos can also help students envision themselves on campus and actively engaged in learning, building trust among your audience.

In addition to your own content, share third-party content to demonstrate thought leadership and establish yourself as a trusted content source. You can also use content from existing students, such as guest blogs or videos, to engage prospective students. Experiment with paid media or native advertising to expand your reach and increase brand awareness.

To increase visibility and engagement, promote your content through social media and email marketing. Identify the most popular and relevant channels for your target audience, such as social media, mobile apps, websites, or student publications. Consider the type of message you want to convey and the content format that best suits your objectives. For example, short-form content may be more effective on platforms like Reels or TikTok, while long-form content is better suited to platforms like YouTube.

Finally, remember that students are price-conscious and digital-first consumers with ever-changing preferences. Stay flexible and embrace innovative campaigns to keep up with the latest trends.

Traditional media and campus newspapers

Marketing to university students can be a challenging task, given their varied backgrounds, ages, and preferences. However, traditional media and campus newspapers still offer a viable avenue to reach this audience. Here are some strategies to effectively target university students through these channels:

Understanding the Student Body:

Before crafting any marketing strategy, it's crucial to understand the student body you're targeting. University students are a diverse group, with varying ages, interests, and life experiences. Some may be fresh high school graduates, while others could be working adults returning to school or international students. Creating student profiles or personas based on data from inquiries, applications, and enrolled student profiles can help you tailor your message and choose the right media channels.

Traditional Media Strategies:

While university students are heavy users of digital media, traditional media outlets can still be effective in reaching them. Here are some strategies to consider:

• Local and Campus Newspapers: Many universities have their own student-run newspapers, which have become primary sources of information about campus events, community news, and even social issues. These publications provide an excellent opportunity to reach a captive student audience. Consider advertising in these newspapers or partnering with student journalists to promote your brand or message.
• Print Media: While online media consumption is high among university students, print media should not be overlooked. This could include flyers, posters, or brochures placed in strategic locations on campus, such as student lounges, cafes, or libraries.
• Radio and Television: University students often listen to local radio stations or watch local TV channels. Partnering with these traditional media outlets through sponsored content or advertisements can help you reach a wider student audience.
• Events and Sponsorships: Sponsoring or hosting events on campus can be an effective way to engage with students directly. This could include career fairs, guest lectures, or social events that align with your target audience's interests.

Understanding Campus Culture:

To effectively target university students, it's essential to immerse yourself in campus culture. Attend events, engage with students, and understand their values, traditions, and pain points. This will help you create more relevant and impactful marketing campaigns.

Building Relationships:

Building relationships with student journalists and campus media organizations is crucial. These individuals play a vital role in informing their peers, so fostering positive relationships can lead to more favourable coverage and increased brand awareness on campus. Respect their editorial independence, but offer guidance and support when appropriate.

Ethical Considerations:

When targeting university students through campus newspapers, it's important to be mindful of ethical considerations. Respect the independence of student media and avoid attempts to control or censor their content. Ensure that your marketing messages are ethically sound and do not infringe on freedom of speech or journalistic integrity.

By understanding the student body, utilizing a mix of traditional media outlets, and respecting the unique culture of campus life, you can effectively target university students through traditional media and campus newspapers.

Frequently asked questions