Universities' Targeted Strategies: Capturing Student Attention

With an estimated spending power of $376 billion, college students are a highly desirable demographic for businesses. This group of 18 to 24-year-olds, known as Gen Z, is tech-savvy, constantly online, and values authenticity when it comes to the companies they engage with. As a result, universities and brands are developing new strategies to market to this audience, especially in the wake of the global pandemic and the rise of social distancing guidelines. This paragraph will explore the various ways in which universities and businesses target college students through their marketing campaigns.

Using social media and messaging channels

Social media is a powerful tool for universities to connect with their target student audience. With most prospective students consuming information digitally, social media platforms offer a strategic way to reach them where they are. Universities can showcase their campuses, student life, and programmes to attract applicants. Platforms like Facebook, Instagram, Twitter, and Snapchat are commonly used for this purpose.

Universities can utilise social media to create a distinct brand identity that resonates with their target audience. This involves sharing their mission, values, and unique culture, as well as highlighting research breakthroughs, community initiatives, and campus experiences. Alumni can also be engaged to share their stories, adding to the university's brand and driving more student interest.

To effectively target students, universities should understand their diverse audience, which includes prospective students, current students, alumni, faculty, staff, and the wider community. By identifying trends in age, gender, location, and interests, universities can tailor their messages accordingly. For example, LinkedIn may be better suited for marketing continuing education programmes, while TikTok can be used for admissions content and recruitment.

Additionally, universities can encourage student-generated content and interaction by providing hashtags for students to share photos and videos. Social media contests can also be organised, with simple rewards like university-branded clothing. These strategies not only boost engagement but also create a sense of community among students.

Universities can further leverage social media to address student questions and concerns, fostering a direct channel of communication. Platforms like Facebook and Twitter enable universities to encourage student conversations and gain insights into their needs. By staying responsive to feedback and addressing concerns, universities can maintain a positive brand image.

Targeting students with brand ambassador programs

Brand ambassador programs are a powerful marketing strategy for universities to target students and amplify their reach and engagement. These programs are marketing initiatives promoted by brands that want to increase their influence among young people on campuses. University brand ambassadors are college students who represent the university's brand in a positive light and become influencers for the university while studying. They bring the brand to life through various digital and field marketing initiatives, connecting directly with their peers in a way that feels authentic and relatable.

Universities can leverage brand ambassador programs to drive engagement and build authentic connections with students. These programs can also provide benefits to the student ambassadors, such as compensation for their efforts, free products, experiences, long-term discounts, resume-building opportunities, and networking opportunities.

For example, Samsung's campus ambassador program offers its ambassadors various benefits, including a monthly stipend, the latest Samsung phone for free, and exclusive access to events. In return, Samsung ambassadors are tasked with showcasing Samsung devices, educating fellow students, and completing mini-tasks and challenges.

Another example is the Gems Campus Ambassador Program by Kendra Scott. Gems are required to represent Kendra Scott on their campuses by hosting events, engaging with community-focused social media, and more. Benefits of being a Gem include resume-enhancing and networking opportunities, exclusive discounts, and opportunities to win exciting prizes.

Universities can also partner with external brands to promote their products on campus through brand ambassador programs. For instance, Ricos, a snack brand, has a campus ambassador program where student ambassadors share their love for Ricos snacks through events, contests, and social media campaigns. Similarly, vitaminwater's Campus Ambassador program focuses on staying hydrated and vibrant. Their campus reps organize wellness events, connect with health-conscious students, and create social media content.

Overall, brand ambassador programs are an effective way for universities to target students by leveraging the influence of their peers and providing benefits that make the program attractive to students.

Understanding the student market

The student market is diverse, with varying ages, backgrounds, and sources of income. However, there are some commonalities that universities can leverage. Students are heavy users of social media and digital channels, with a preference for staying connected to friends and family. Gen Z, for example, prefers to communicate via social media channels, with Instagram being the most popular platform among 18- to 29-year-olds. Social media platforms offer advertising opportunities, such as Instagram Stories Ads and Reels, as well as direct messaging through Messenger for Facebook and Instagram.

Students also seek value and quality in their educational choices. Researchers have identified buyer types as potential students focused on quality, value, or economy, and learner types as those focused on career, socio-improvement, leisure, or ambivalent. Understanding these segments can help universities position themselves effectively. Additionally, universities can highlight their degree programs' flexibility, affordability, and return on investment (ROI), as well as showcase student diversity, campus activities, and alumni successes.

To effectively target the student market, universities can utilize campus brand ambassadors and create engaging social media content. Brand ambassadors can employ strategies such as handing out freebies and creating targeted social media posts with hashtags. Universities can also leverage the power of peer-reviewed content, as Gen Z relies heavily on the opinions and experiences of their peers when making decisions. By understanding the student market and utilizing effective marketing strategies, universities can better attract and engage prospective students.

Creating engaging content

Firstly, it is important to identify the target market. Students can be segmented by their buyer type, for example, those focused on quality, value, or economy. They can also be segmented by their learner type, for example, career-focused or those seeking socio-improvement. Once these segments are identified, universities can create content that speaks to these different groups. For example, a university with a strong alumni network and high graduate employment rate could target career-focused students by showcasing these successes.

Secondly, universities should focus on creating content that evokes an emotional response. Students are more likely to engage with content that resonates with them and their aspirations. To achieve this, universities can interview recent graduates to understand their experiences and the value they gained from their courses. This information can then be used to craft a compelling value proposition that speaks to prospective students' aspirations and goals.

Additionally, universities should utilise social media platforms to reach students. Gen Z, in particular, relies heavily on peer-reviewed content, so universities can leverage this by creating engaging social media posts that highlight student diversity, campus life, activities, and events. Platforms such as Instagram, with its popular Stories Ads and Reels, offer opportunities to capture students' attention with creative and interactive content.

Finally, universities can use conversational marketing strategies to spark conversations with students. This can be done through social media messaging, third-party messaging channels, and SMS, allowing students to discover products and services through inviting and engaging messages. By focusing on the similarities that students share, such as transitional stress and the desire for work-life balance, universities can create content that resonates and builds a connection with their target audience.

Using alumni to attract prospective students

Alumni can be powerful brand ambassadors for universities, and their involvement can be a successful strategy to attract prospective students. Alumni offer genuine, firsthand experiences and personal success stories that can inspire prospective students and give them a realistic picture of what life at the university could be like. Alumni are trusted voices for a university as they have lived the experience and understand the fears and aspirations of new students. Their stories and testimonials can be shared through diverse online and offline channels to connect with prospective students.

Universities can also utilise alumni to attract students from specific countries or regions. For example, international alumni can be appointed as ambassadors to create a sense of community and promote inclusivity. These ambassadors can organise events, mentor students, help with job placements, and support recruitment efforts. Local alumni can participate in recruitment fairs and open days, offering an approachable, relatable connection for prospective students.

Alumni engagement is a two-way process, and universities should focus on building long-term partnerships with graduates and offering value to alumni. This can include recognising alumni achievements and successes, providing networking opportunities, and involving alumni in activities that advance the institution's mission. Alumni can also be valuable for fundraising efforts, enhancing the institution's reputation, and supporting its academic and strategic goals.

Social media and online presence are important tools to engage both alumni and prospective students. Alumni can add an authentic perspective to a university's social media outlets, emphasising tradition, connectivity, and success after graduation. This can help create a favourable first impression for prospective students. Additionally, alumni can enhance a university's online presence and attract more students through their own social and professional networks, creating invaluable word-of-mouth marketing.

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