an insider’s guide to reaching the college market. · to attract college students specifically to...

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AN INSIDER’S GUIDE TO REACHING THE COLLEGE MARKET.

COLLEGE-OBSESSED MEDIA AND MARKETING

800.743.5556www.AroundCampusGroup.com

AN INSIDER’S GUIDE TO REACHING THE COLLEGE MARKET

The Importance of the College Market

Challenges to Reaching the College Market

Our Strategies for Overcoming Those Challenges

THINK THE BOOMERS HAVE PURCHASING POWER? THINK AGAIN.

Just wait until today’s collegiate generation hits its stride!

MILLION

MEN 12WOMEN9MILLION

21 MILLIONSTUDENTS STRONG

COLLEGE STUDENTS HAVE A SIGNIFICANT, DIRECT IMPACT ON THEIR LOCAL, REGIONAL, AND EVEN THE NATIONAL ECONOMY.

IN DISCRETIONARY SPENDING MONEYTHAT’S $500 PER MONTH PER STUDENT

TO SPEND ON:

$117 BILLION

WE ARE

COLLEGE OBSESSED.WE BELIEVE TODAY’S COLLEGE MARKET

CAN’T BE IGNORED.HERE’S WHY:

3/4STUDENTSHOLD A JOBWHILE IN SCHOOL

$ $ $ $

FROM 2000–2010, UNDERGRADUATE ENROLLMENT INCREASED 37% “THEIR GREAT MANTRA HAS BEEN: CHALLENGE CONVENTION. FIND NEW AND BETTER WAYS OF DOING THINGS.”

—TOM BROKAW Author of The Greatest Generation & former anchor of NBC Nightly News

BOOMER COLLEGE STUDENTS IN ‘79

10 MILLION

MILLENNIAL COLLEGE STUDENTS TODAY

21 MILLION

ALL THAT WORK, PLUS SOME HELP FROM MOM AND DAD, AND A FEW BORROWED FUNDS FROM UNCLE SAM ADD UP TO

All companies referenced in this graph work with The AroundCampus Group on a local, regional, or national level.

ABOUT TODAY’S COLLEGE GENERATION:

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FOOD

TECHNOLOGY

AU

TOM

OTIVE

CLOTHING

ENTERTAINMENT

PERSONAL

HEALTH

Interested in learning more about college-obsessed media and marketing? Visit: www.AroundCampusGroup.com Call: 919.240.6112 Email: [email protected]

TODAY’S COLLEGE STUDENTS HAVE THE EARS OF THEIR FRIENDS & FAMILY.THEY ARE A GROUP OF INFLUENCERS LIKE NEVER BEFORE.ATTRACTING JUST ONE COLLEGE STUDENT TO YOUR BRAND CAN HAVE VIRAL IMPACT.

8.3The number of hours a college student has per day outside of school, work, meals, and sleep.

5.3

HIGH

SCH

OOL

STUD

ENTS

COLL

EGE

STUD

ENTS

4.2

POST

-COL

LEGE

ADU

LTS

THE COLLEGE MARKET IS A GROWING SEGMENT WITH AMPLE TIME FOR BRAND DISCOVERY.

PEER-ENTSA FAMILIAR TALE

Johnny buys a tablet for school, and Dad is intrigued.

Dad buys one for himself and pretty soon Mom wants one, too.

Before long, both of Johnny’s parents have tablets and even Grandma wants one!

HRS HRS

STUDENTS SEEK THE ADVICE OFOTHERS BEFORE MAKING PURCHASES

OH, AND STUDENTS’ PARENTS DO, TOO

PARENTS

COLLEGE STUDENTS

53% ASK FRIENDS

45% ASK FAMILY

80% ASK FRIENDS

43% ASK FAMILY

3Interested in learning more about college-obsessed media and marketing? Visit: www.AroundCampusGroup.com Call: 919.240.6112 Email: [email protected]

TARGETING THE COLLEGE MARKET IS NOT AS EASY AS IT SEEMS. OBSTACLES OFTEN INCLUDE:

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CHALLENGESTO REACHING THE

COLLEGEMARKET

LIMITED COLLEGE ADVERTISING OPPORTUNITIESTypical college advertising vehicles like arena signage and half-time sponsorships require deep pockets and are scarcely available.

INSUFFICIENT TARGETED MEDIADirect mail and social media advertising can be mistargeted and impersonal.

EVER-CHANGING COLLEGE TRENDSStudent language, fads, fashion, and priorities are always evolving. A message that resonates with college students has to adapt with these trends in real time.

UNIQUE CULTURES OF UNIVERSITIESEach college has its own personality and traditions, making it difficult to be relevant across a wide array of campus communities.

ACCESS TO STUDENTSLicensing rules and campus policies can limit a company’s access on a college campus. These rules are different at every school.


A TALE OF THREE SCHOOLSHOW THREE UNIVERSITIES SO GEOGRAPHICALLY CLOSE ARE SO DRASTICALLY DIFFERENT

DUKE UNIVERSITY

Suburban

6,655

Private

$45,476

Social SciencesBiology

UNIVERSITY OF NORTH CAROLINA—CHAPEL HILL

College Town

18,503

Public

$8,340 In-State$30,122 Out-of-State

Communication & Media StudiesPsychology

NORTH CAROLINA STATE UNIVERSITY

Urban

24,833

Public

$8,206 In-State$21,661 Out-of-State

EngineeringBusiness

CAMPUS SETTING

UNDERGRAD ENROLLMENT

PRIVATE/PUBLIC

TUITION

POPULAR MAJORS

Out-of-StateIn-State

Caucasian

Asian

African-American

Other/UnknownLatino

75%

5%

8%

66%

8%

8%

21%

16%

47%

DUKE UNIVERSITYStudents camping out in tents to get free tickets to basketball games

UNC CHAPEL HILLDrinking water from the Old Well to ensure academic success

NC STATEHuge tailgating culture due to off-campus football stadium

TRADITIONS

50%50% 44% 56%

Women Men

58% 42%

GENDER

IN-STATE VS. OUT-OF-STATE

12 Mile Radius

ON CAMPUSRESIDENCY

85% 46% 27%

90% 10%

82% 18%

13% 87%

FAVORITE SPORT

RACIAL DIVERSITY

5

8%

4%

9%

8%

10%

6%


SELECT CAMPUSES

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DEVELOP CAMPAIGN

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TRAIN AROUNDCAMPUS AMBASSADORS ON

CAMPAIGN INITIATIVES

6LAUNCH

CAMPAIGN

7MEASURE, REPORT, IMPROVE

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REPEAT

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INTRODUCTION TO THE AROUNDCAMPUS GROUP

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EVALUATE COLLEGE SEGMENT APPEAL

2IDENTIFY CAMPUS

MARKETING GOALS

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Need an IMPLEMENTATION FORCE to execute YOUR college marketing strategy?

HAVE SOME IDEAS about how you’d like to engage college students, but the details are still fuzzy?

Identified the college segment as important, but don’t know the first thing about ENGAGING THEM?

CAMPUS MARKETING SOLUTIONSFACILITATING MEANINGFUL MOMENTS FOR COLLEGE STUDENTSTO ENCOUNTER, EXPERIENCE, AND ENGAGE WITH YOUR BRAND.

The linchpin of our campus marketing capabilities is our student brand ambassadors—or, as we call them, AroundCampus Ambassadors. These marketing mavens ensure your brand meets students where they are, when they’re listening, and communicates with them in their language.

6 Interested in learning more about college-obsessed media and marketing? Visit: www.AroundCampusGroup.com Call: 919.240.6112 Email: [email protected]

CAMPUS NEWSPAPER

TABLING & SAMPLING

MOBILE APPS

FIELD DAYON THE QUAD

EVENT HOSTING

OUT-OF-HOME ADVERTISING

5K SPONSORSHIP

FINISH LINE

CAMPUS PUBLICATIONS

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IN THEIR MEDIA-SATURATED LIVES,IT TAKES A MIX OF

RELEVANT & RELATABLEMARKETING SOLUTIONSTO ACTIVATE COLLEGE STUDENTS.


COLGATE WISPS PRODUCT LAUNCHWhen Colgate-Palmolive developed the Wisp, they knew it would be a hit with college students. Colgate reached out to The AroundCampus Group to get the word out about their convenient pocket-sized toothbrush.

That next semester, AroundCampus Ambassadors took to their campuses to get the word out. In just a few weeks, each Ambassador was known as the “Wisp Girl” or “Wisp Guy” on their campus. Armed with coupons, t-shirts, and, 100,000 Wisps, the AroundCampus Ambassadors utilized social media marketing, classroom presentations, custom blogs, and campus tabling events to drive product awareness and engage students with the Wisp.

STATE FARMState Farm, one of the nation’s largest insurance companies, relies on The AroundCampus Group’s publications to promote their services and expand their clientele. More than 500 local agents advertise each year to the college market through our planners and directories, and the number of participating agents continues to grow. State Farm understands the importance of capturing the attention of these young adults early: students may purchase small policies now, such as renter’s insurance, but over time, they will build loyalty to the State Farm brand. As these students mature into adulthood and their needs change, they will purchase more and bigger policies, such as car insurance and a homeowner’s policy. Advertising through the AroundCampus platform to students now pays big dividends to State Farm in the future.

NASCAR U-CREWIn 2011, NASCAR launched the U-Crew in conjunction with The AroundCampus Group. The AroundCampus Ambassadors, who made up the U-Crew, were responsible for building the NASCAR brand on campuses near a number of the premier racetracks on the NASCAR circuit.

The campaign program installed by The AroundCampus Group included campus chalking, newspaper and Facebook ad placement, Ultimate Tailgate Events, NASCAR themed parties and race viewings, and other promotional activities. AroundCampus Ambassadors built relationships on their respective campuses that NASCAR and The AroundCampus Group utilized over their multi-year U-Crew engagement.

THE U.S. MARINE CORPSThe U.S. Marine Corps recruits thousands of individuals each year to join their programs. An important part of their college marketing strategy is being in print publications that have year-long staying power and relevancy to the student demographic. The USMC advertises in AroundCampus™ planners and directories to attract college students specifically to their Officer Selection Team. The print advertisements highlight a student’s career potential with the USMC, build brand awareness, and, ultimately, drive more candidates to the program.

CASE STUDIES

8 Interested in learning more about college-obsessed media and marketing? Visit: www.AroundCampusGroup.com Call: 919.240.6112 Email: [email protected]

COLGATE WISPS PRODUCT LAUNCHWhen Colgate-Palmolive developed the Wisp, they knew it would be a hit with college students. Colgate reached out to The AroundCampus Group to get the word out about their convenient pocket-sized toothbrush.

That next semester, AroundCampus Ambassadors took to their campuses to get the word out. In just a few weeks, each Ambassador was known as the “Wisp Girl” or “Wisp Guy” on their campus. Armed with coupons, t-shirts, and, 100,000 Wisps, the AroundCampus Ambassadors utilized social media marketing, classroom presentations, custom blogs, and campus tabling events to drive product awareness and engage students with the Wisp.

STATE FARMState Farm, one of the nation’s largest insurance companies, relies on The AroundCampus Group’s publications to promote their services and expand their clientele. More than 500 local agents advertise each year to the college market through our planners and directories, and the number of participating agents continues to grow. State Farm understands the importance of capturing the attention of these young adults early: students may purchase small policies now, such as renter’s insurance, but over time, they will build loyalty to the State Farm brand. As these students mature into adulthood and their needs change, they will purchase more and bigger policies, such as car insurance and a homeowner’s policy. Advertising through the AroundCampus platform to students now pays big dividends to State Farm in the future.

NASCAR U-CREWIn 2011, NASCAR launched the U-Crew in conjunction with The AroundCampus Group. The AroundCampus Ambassadors, who made up the U-Crew, were responsible for building the NASCAR brand on campuses near a number of the premier racetracks on the NASCAR circuit.

The campaign program installed by The AroundCampus Group included campus chalking, newspaper and Facebook ad placement, Ultimate Tailgate Events, NASCAR themed parties and race viewings, and other promotional activities. AroundCampus Ambassadors built relationships on their respective campuses that NASCAR and The AroundCampus Group utilized over their multi-year U-Crew engagement.

THE U.S. MARINE CORPSThe U.S. Marine Corps recruits thousands of individuals each year to join their programs. An important part of their college marketing strategy is being in print publications that have year-long staying power and relevancy to the student demographic. The USMC advertises in AroundCampus™ planners and directories to attract college students specifically to their Officer Selection Team. The print advertisements highlight a student’s career potential with the USMC, build brand awareness, and, ultimately, drive more candidates to the program.

THE BEST COLLEGE MARKETING STRATEGIESSEEK TO REACH STUDENTS IN MANY WAYS.

POSTERING

DOOR HANGERS

SWAG BULK GIVEAWAYS

LOCAL LIVE MEDIA AD

POLLING & SURVEYS

ON & OFF-CAMPUS PRODUCT SAMPLING GREEK ORGANIZATION &

CLASSROOM PRESENTATIONS

CUSTOM EXPERIENTIAL EVENTS(Behind The Scenes Venue Tours, Marketing-Integrated University Programs, Game Nights With A Twist)

CAMPUSNEWSPAPER AD

ON-CAMPUS TABLING

AROUNDCAMPUS APPCHALKING

FLYERINGESTABLISHED EVENT SPONSORSHIPFACEBOOK CAMPAIGN

ADVERTISING

SCAVENGER HUNTSLOCALIZED CAUSE MARKETING

TAILGATE, 5K, & EVENT HOSTING

AROUNDCAMPUS DIRECTORY AD

AROUNDCAMPUS PLANNER AD

INFORM ENGAGE

EACH BRAND that works with The AroundCampus Group utilizes a

UNIQUE media and marketing MIX.

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CAMPUS PLANNERSCollege students across the nation rely on their AroundCampus™ planners to help them track daily, weekly, and monthly homework and events. On each campus, we partner with a distinctive organization such as Student Government, the Residence Life department, the Athletic department, or the Rec Center. These groups ensure the planners are filled with valuable campus information, and they distribute the planners for free during the first week of classes.

Most planners include the following information:

CALENDAR SECTION CONSUMER GUIDE

• Month-At-A-Glance Overview • Comprehensive Guide to Area Businesses • Weekly To-Do Layout • Coupons with Student-Centered Deals • Academic Calendars • Athletics Schedules

CAMPUS DIRECTORIES The AroundCampus™ directories are designed for the entire university community—students, faculty, and staff members alike. Universities provide exclusive contact information to The AroundCampus Group, and we combine that information, other campus resources, and a consumer guide to create one cohesive resource for the university population.

Most directories include the following information:

GENERAL CAMPUS INFORMATION

• Emergency Phone Numbers• Campus Maps and Bus Schedules• Academic Calendars• Athletic Schedules

CONTACT INFORMATION

• Student Listings—Student Phone Numbers, Email Addresses, Campus Addresses, Major, and Year• Faculty/Staff Listings—Office Phone Numbers, Email Addresses, and Campus Addresses• University Department Information—Locations and Telephone Numbers

CONSUMER GUIDE

• Comprehensive Guide to Area Businesses• Coupons with Student-Centered Deals

With 40 years in the business, we ensure our products meet the ever-changing needs of college students! We proudly partner with over 200 universities around the country, and these relationships allow us unparalleled access to the colleges we represent.

CAMPUS MEDIA SOLUTIONSTHE AROUNDCAMPUS GROUP IS THE NATION’S LEADING PRODUCER OF RELEVANT, RESOURCEFUL, COLLEGE-ORIENTED PUBLICATIONS.

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DIGITALThe AroundCampus™ digital platform, a “Best App Ever” winner, provides students an exceptional opportunity to explore their campus community and identify local and national businesses who have interest in reaching them. Specifically, students access college-friendly deals on the AroundCampus website and mobile app, use their favorite coupons, and establish their favorite places in town and online!

As a business partner, you can engage students in the following ways with the AroundCampus website and app:

• Post a Great Deal to Attract Students• Rotate the Deal as Often as You Would Like• Promote Your Deal via Social Media• Post a Link to Your Deal on Your Website• Gain Followers through Social Media• Drive Traffic to Your Website


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800.743.5556

88 VilCom Center Drive, Suite 160Chapel Hill, NC 27514

www.AroundCampusGroup.com

MIKE ALTHOFFManaging Director of Campus Marketing800.743.5556 x6112 | [email protected]

A native of Richmond, Virginia, Mike graduated Phi Beta Kappa from the University of North Carolina at Chapel Hill with a degree in Business Administration. He was part of the founding team of Stem Inc., an energy technology company in San Francisco, CA, where he focused on corporate strategy and eventually launched the sales and marketing division. When presented with the opportunity to spearhead the Campus Marketing team for The AroundCampus Group, Mike jumped on the chance to return to the town of his alma mater and dive back into the college world!

Mike has adventured on a 6-month excursion around the globe with his wife, dreams of flying his own plane, and will gladly strut onto any dance floor to just about any tune. Forever a proud Tar Heel (despite living on Duke Street), don’t be surprised to find Mike sporting his basketball jersey over a button-up on game days.

WANT TO REACH THE COLLEGE MARKET?

CONTACT US TODAY!

an insider’s guide to reaching the college market. · to attract college students specifically to...

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