The average college student often believes he or she is overworked, under appreciated, and subjected to financial stress which they perceive to be entirely unfair. As such, marketing tools aimed at this demographic may struggle to achieve true market penetration, as there's a jaded quality to many students which causes them to merely brush aside any information they believe is unnecessary.
The challenge, then, becomes speaking in a language that is more likely to garner the attention and respect of the demographic you're looking to secure. Below, you'll find a guide to some tips for successfully tailoring your marketing communications for higher education students, providing you access to the people you may have been targeting for an extended period of time.
In many cases, marketing communications are designed to be as broad as possible in order to reach the largest number of people possible. While there's some logic to this strategy, many college students have an innate desire to feel special and attended to, and are likely to react negatively to broad appeals.
You should be willing to write tailored and altered versions of your materials designed to target specific blocs of students. Whether these changes are centered around gender, academic program, or a variety of other criteria, you're likely to have far more positive results when you get more specific with your writing.
Search For Incentives
The overloaded schedules and high stress levels of many college students mean that they're unlikely to perform a task they deem as unnecessary if there isn't an immediate and tangible benefit to them. One way to address that concern is to provide significant incentives to those who can be demonstrated to have responded to your materials.
Consider offering substantial discounts on products or an enhanced version of your service that would ordinarily require a surcharge. Making a student feel special and also like they're receiving real value will go a long way toward guaranteeing your success.
If your marketing strategy relies on paper flyers and posters, you may already have a failing plan. Technological innovations have moved successful marketing into the digital realm, and embracing that change is vital to reaching your audience. Many people rely on their phones and computers almost exclusively for the information they absorb, so developing a digital marketing strategy which embraces social media and seeks to approach students in a place where they're comfortable will go a long way toward getting your message out.