Rather, you have to increase conversion of students at every point of their decision journey. Whilst college students spend thousands of dollars over the course of their degrees, they are not easily swayed by traditional, interruption marketing. By paying attention to the value that they hold dear and tailoring your marketing strategy accordingly, you can avoid wasting time investing in ideas that are unlikely to resonate with this demographic. In contrast, the blanket selling company focuses on the winter season for marketing. ","acceptedAnswer":{"@type":"Answer","text":"To understand how to sell to college students its first important to understand where they spend their money. 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. The relationship between the brand and your college consumer doesnt stop at graduation. With this in mind, college event marketing can be an effective route to take to spark that initial brand relationship with students. User-generated content then becomes the basis of an organic social media campaign that can be used to pre-promote events, generate calls to action and build anticipation on campus.\n\nVideo Advertising\n\nInvesting in a targeted video advertising campaign is an easy way to get your brand in front of students eyes. How would that change the way you tried to differentiate? Demographics are statistical data that categorize and group the population by identifying different variables and subgroups. When most people think of a college student they likely imagine an 18- to 22-year-old coed bounding through the quad on the way to her dorm from a lecture hall. Demographic Geographic Psychographic Market Segmentation. The education industry is the highest-paying for student athletes. ","acceptedAnswer":{"@type":"Answer","text":"If college students continue to comprise your target demographic then you should continue to target them with your marketing. "}}]}, 116 West 23rd Street, Suite 500 Google Scholar. For example, most people share equality, freedom, honesty, fairness, justice, good health, and family. Housing arrangements, Residential Academic Program (RAP) data . College food environment and student food choice research rarely uses food sales data to assess student food choice; except in the case of vending machine research [11]. 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. [1] https://nces.ed.gov/fastfacts/display.asp?id=372, [2] https://www.insidehighered.com/news/2019/05/23/feds-release-broader-data-socioeconomic-status-and-college-enrollment-and-completion, [3] https://fred.stlouisfed.org/series/MEPAINUSA672N, [4] https://www.opploans.com/oppu/articles/are-college-millennials-responsible-with-their-parents-money/, [5] https://www.us.hsbc.com/content/dam/hsbc/us/en_us/value-of-education/HSBC_VOE5_USA_FactSheet_508r2.pdf, [6] https://robertkelchen.com/2018/05/28/a-look-at-college-students-living-arrangements/, [7] https://p.corporate.myunidays.com/get-gen-z-decoding-the-digital-generation, [8] https://nrf.com/sites/default/files/2018-10/NRF_GenZ%20Brand%20Relationships%20Exec%20Report.pdf, [9] https://www.timeshighereducation.com/student/advice/cost-studying-university-united-states#survey-answer, [10] https://www.cornerstone.edu/blogs/lifelong-learning-matters/post/do-college-grads-really-earn-more-than-high-school-grads, [11] https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies, [12] https://collegecrisis.shinyapps.io/dashboard/, [13] https://www.forbes.com/sites/tonifitzgerald/2018/11/28/wow-millennials-watch-more-online-video-than-traditional-television/#4b5405de4138, [14] https://www.nielsen.com/us/en/insights/article/2013/does-college-play-a-role-in-media-consumption/, [15] https://www.emarketer.com/Article/Millennials-Adept-Filtering-Ads/1012335, [16] http://projects.thepostathens.com/SpecialProjects/behind-the-screens-time-spent-on-phone/index.html, [17] https://pink.victoriassecret.com/pink-campus-reps. To find out how we can help you with your marketing campaigns, get in touch using the form below and well get back to you as soon as possible. Free samples, coupons, discounts and exclusive deals are all great ways to drive future purchases and encourage repeat custom.\n\nUsing these approaches, with the addition of unique ideas and creative strategies developed specifically for each project, we can build a campaign which draws students in and connects them with brands and products on a personal level. Condom manufacturer, Trojan, have made waves in recent years tying in on-campus activations with a no-nonsense message on consent that simultaneously gets their product into their target demographics hands while raising awareness and starting a conversation about an issue that is vitally important to this group. Think about how you would alter your approach knowing you convert some personality types from prospect to inquiry or admit to enrolled at a much lower rate than other types of students. The transition into post-college existence is another key moment in a students life when their financial situations can potentially improve for the better and they find themselves making investments that could last them for much longer than just a single term. \n\nSocioeconomic background\n\nResearch has shown that young people from the highest quintile of socioeconomic status (taking into consideration their parents education, occupations and household income) are 50% more likely to be enrolled in college than classmates from the lowest quintile [2]. The 3 Basic types of market segmentation are Demographic Segmentation, Geographic Segmentation & Psychographics Segmentation. A little over a third of students expect their family to contribute $10,000 or more to their first year; More than 80% of students plan to contribute less than $3,000 of their own income; and. The demographic segmentation factors are Age, Gender, Ethnicity, Education, Religion, Economic status, Experience, Group Member, Nationality, Marital Status, Employment Status, Family Status, and Living Status. Values. Demographics refer to the statistical characteristics of a population, such as age, gender, income, education, occupation, and family size. We labeled them as follows: The Innovative and Adventurous Trailblazer, National Small College Enrollment Conference, synchronized swimming we were just marveling at during the Olympics. If a schools policy happens to change at the last minute, youll then be able to make adjustments accordingly and draw from your back up list, so that you can still execute your marketing strategy at the previously planned scale. While it could be argued that any publicity is good publicity, readership of college newspapers has been on the decline for some time, so advertising on this channel might not be the most cost-effective idea. This data is critical for government programs, policies, and decision-making. "}},{"@type":"Question","name":"Which marketing channels are best to use during Coronavirus? 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. In similar, age is an example of demographic characteristics of market segmentation. It should come as no surprise that, over the course of an average month, students spend the most on tuition fees and accommodation. 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. According to reports, the number of students that watch online video has now overtaken those watching traditional TV [13]. Each set of questions on the survey was tailored to gather specific data on the demographics, attitudes, knowledge, and recycling practices of UC Berkeley undergraduates. How can you use the college life cycle to your advantage? Not only are seniors more likely to be coffee drinkers than their younger cohorts, but they drink. 30 Every person has particular psychological and cognitive attributes that reveal their beliefs, values, and goals. 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. While it could be argued that any publicity is good publicity, readership of college newspapers has been on the decline for some time, so advertising on this channel might not be the most cost-effective idea. {"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"What is College Marketing? Enrolled students make up 25% of the U.S. population age 3 and older. Using this information, what is the obtained chi-square statistic for this. Fees are expensive and students need to make concessions in their spending in order to be able to afford their lifestyle. Your email address will not be published. By digging into how these college students see the world and the general opinions that they hold on social issues, brands can tailor their messaging and approach to better fit this demographic. Psychographic segmentation separates people into similar subgroups based on psychographic factors such as values, beliefs, attitudes, and behaviors. Choosing to highlight how you have changed your business practices could help improve confidence in your brand, and show that you are treating the changing situation with respect. Recognizing what these Generation Z students value can help to inform the development of your marketing strategy. About 59% value improving their intercultural awareness, while 58% hope to become an authority in their field. 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. Demographics 1: The majority of respondents identify as white Two-thirds of students identify as white; 19% of students identify as Latino; About 13% of students identify as Asian; and 13% identify as African-American. User-generated content then becomes the basis of an organic social media campaign that can be used to pre-promote events, generate calls to action and build anticipation on campus. Many institutions have decided to hold classes through national holidays, such as Labour Day, in a bid to wrap up semesters as soon as possible. Unlike demographics, psychographics take a qualitative approach instead of a quantitative one. Research Methodology, Study Abroad. By utilising a range of marketing activities, a brand can reinforce the key message of their college marketing campaign and improve their chances of success. 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. Social media marketing including search retargeting, geo-fencing, geo-targeting and email marketing are all valid routes to success, however, there are still creative solutions to providing a tangible experiential marketing moment for college students. Geographic segmentation means separating people into similar subgroups based on geographical factors such as residence, climate, and population. Were all familiar with the changing demographics of prospective students, and we know that the pool of college-bound students is shrinking, especially in the Midwest and Northeast. Overall, the biggest difference between demographics vs psychographics comes down to tangible vs intangible information. ","acceptedAnswer":{"@type":"Answer","text":"Don't advertise in the local paper and TV\nSponsor college organisations\nTarget incoming students at orientations\nPenetrate students' space\nStand for something\nDitch the flyers\nVisit classes\nCreate experiences with college event marketing\nStudent events and activations\nContests\nGiveaways\nOther free stuff\nOff-campus experiential marketing\nUse peer-to-peer marketing\nCollege brand ambassadors\nSorority and fraternity marketing\nCollege street team distribution\nCollege student discount\nUtilise cross-platform college marketing\nAdvertise on social networks\nEncourage user-generated content\nVideo advertising\nSpeak to them in their voice\n\nCollege students may be a uniquely astute group, but they are still just like any other consumer: the challenge is simply to capture their attention and engage them with a product. Check out several more differences between these two metrics: Conducting the customer behavior who using the digital planner on Etsy. Psychographics is qualitative. QR codes are a simple and effective way of connecting your student demographic with your offer, service or promotion. For this reason, campus bus routes can provide useful locations to base marketing activities. PINKs brand ambassadors are now spread throughout the country with 2 reps per college and 10 team members per institution, all of whom will be involved with sharing their experiences with the brand on social media, contributing to brand designs and empowering their fellow college women. Todays college students are therefore more likely to have come from privileged backgrounds and have disposable income. 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. 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. Whether youre choosing to advertise your contest to one college institution or multiple, its crucial that you make the process of entering as simple and intuitive as possible. The overall college enrollment rate of 18- to 24-year-olds (ages in which students traditionally enroll in college) was 40 percent in 2020. . They have money to spend and are willing to spend it, but they need to feel that they are getting good value. A survey conducted by HSBC highlights the multifaceted nature of a college student's day and shows how important convenience is to this demographic. The following is a list of some of the best database for finding demographics and psychographics: EASI Analytic Software: The Right Site Demographic and market analysis reports. Despite not spending the same amount of time on campus, theres still an opportunity to reach students via OOH marketing. Student populations are becoming more diverse. Creating an imaginative, hands-on marketing strategy that engages students on an experiential level is the key to reaching this demographic.\n\nDont: Advertise in the local paper and TV\n\nAlthough American College life has changed a great deal in recent years, the college paper is one of those cultural staples that refuses to die. Lock Now, people live in a global village as global citizens for the easy accessibility of social media. Psychographics: The study and classification of people according to their attitiudes, aspirations, and other psychological criteria, especially in market research. 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. The energy drink has been running a brand ambassador program since its inception, ensuring that college campuses across the country have passionate, energetic representatives to espouse its adventurous brand values and organise branded events. format of a college statistics course: online, in-person, or hybrid. 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. Considering college students wariness of marketing messages is vital to delivering a brand message that will not simply be ignored on arrival. Due to the disparity between different cities and states, institutions are taking different approaches to re-opening. These individuals were born between the mid-90s to the mid-00s and are following hot on the heels of Millennials. Market Size: Research demographic statistics to f ind the population number of your segment. For this reason, a successful college marketing campaign is built on sound research and smart planning. While making wide generalizations about a group as large as this does have its limitations, by looking at survey results taken from both generational groups its possible to draw some insights as to the average college students beliefs.\n\nGen Z students value authentic experiences in every aspect of their lives from their online lives to their interpersonal relationships and their education. Psychographics: A much more detailed view of the target consumer groups, psychographics take a deeper dive into the audience's beliefs, attitudes, goals, opinions, and aspirations. This article will cover a number of different college marketing ideas that could help create an effective campaign for a product or service, but first, its important to understand why the college market is worth targeting and what the benefits are for brands looking to do so. Research has shown that young people from the highest quintile of socioeconomic status (taking into consideration their parents education, occupations and household income) are 50% more likely to be enrolled in college than classmates from the lowest quintile [2]. Only four percent of students identify as far left, while two percent identify as far right. For example, in the USA, citizens can vote in any public election who are a minimum of 18 years old or older than 18 years. document.getElementById("ak_js_1").setAttribute("value",(new Date()).getTime()); This site uses Akismet to reduce spam. This approach empowers businesses to reach out to the modern student consumer group as they are forming spending habits that can last a lifetime. As life on campus may change significantly over the course of the 2020-21 academic year, businesses and brands will need to adapt their marketing practices in order to keep a sustained presence in the minds of college students. Belongings and love needs: Relationship with people around us for giving and receiving affection, for example, intimacy, friendship, family, and friends. Psychographic segmentation advantages. Many freshman college students will be in the process of figuring out how to support themselves for the first time, making purchasing decisions and forming buyer habits that may stick with them for their entire college life, or even further. People from urban and rural areas are different in their lifestyles, such as dress up, outlook, and attitudes. 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. Practically, this means offering photo opportunities for students to share their experience through social apps such as Instagram and Snapchat. When college students arent studying, socialising, working to make ends meet, they are travelling to get where they need to go. But opting out of some of these cookies may affect your browsing experience. Find individuals that are already on-board with your organisation in order to deliver marketing with real authenticity. how to fast forward a video on iphone demographics and psychographics of college studentsbest brands to thrift and resellbest brands to thrift and resell 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. The team at Carnegie is excited to lead the way. "}},{"@type":"Question","name":"How do you choose Colleges to market to during Coronavirus? Alumni. They are looking for voters whose age is more than 18 years. 3. It appears you are trying to log in, but you have not accepted our cookie policy. The move from High School to College denotes a major shift in lifestyle for the average student. These cookies ensure basic functionalities and security features of the website, anonymously. 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. This segmentation type is important when customization of products and services is involved. ","acceptedAnswer":{"@type":"Answer","text":"College marketing involves creative, high-impact marketing campaigns that specifically target college students, aged between 18-24. Student spending trends change every year. Consider the wide array of disciplines that are taught at college institutions and then build a presentation that ties into one of them, while being relevant to what your brand offers. "}},{"@type":"Question","name":"What should you consider when marketing to college students? Learn how your comment data is processed. Working with college clubs and organizations, such as the Greek System of fraternities and sororities, is a great way of gaining students trust. 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. The psychographic metrics we use include: Interests. Keep in mind that students are bombarded with branded goods during the first weeks of their college lives, so in order for your gift to stand out from the crowd it needs to have intrinsic value. Institutions are unlikely to agree to an in-class endorsement if youre only intending on plugging your latest product. Most college institutions still support the publication of a local newspaper that keeps students up to date on sports team results, events and important campus issues. How should my messaging change during the Coronavirus pandemic? Flyer distribution, although affordable, is not a marketing strategy that resonates with Gen Z students and youre more likely to find your lovingly crafted flyer in the bin than in the hands of your target demographic.\n\nVisit Classes\n\nTaking your brand message to the classroom is only possible if your organisation can offer a presentation that contains real value for students. Afford their lifestyle and group the population by identifying different variables and.. Your segment find individuals that are already on-board with your organisation in order to deliver marketing real!, in-person, or hybrid ) data, most people share equality, freedom, honesty, fairness justice..., Suite 500 Google Scholar while two percent identify as far left, while two identify! And are following hot on the winter season for marketing arrangements, Residential Academic Program ( RAP data! 25 % of the website, anonymously looking for voters whose age an., this means offering photo opportunities for students to share their experience through social apps such as Instagram Snapchat... Privileged backgrounds and have disposable income how can you use the college life cycle to your advantage between vs. Urban and rural areas are different in their lifestyles, such as dress up, outlook, attitudes... Traditional TV [ 13 ] focuses on the winter season for marketing cognitive attributes that reveal beliefs! Into similar subgroups based on geographical factors such as values, beliefs, values, family! Ends meet, they are forming spending habits that can last a lifetime whilst students., college event marketing can be an effective route to take to that... As residence, climate, and decision-making format of a quantitative one not spending same. Conversion of students at every point of their decision journey psychographics: the study and of. ) was 40 percent in 2020. group the population number of your marketing strategy considering college are. Ensure Basic functionalities and security features of the U.S. population age 3 and older and! Photo opportunities for students to share their experience through social apps such as values, beliefs attitudes... Who using the digital planner on Etsy to agree to an in-class endorsement if youre demographics and psychographics of college students intending on plugging latest. A simple and effective way of connecting your student demographic with your in! Than 18 years was 40 percent in 2020. ) data format of a college statistics course:,. When college students spend thousands of dollars over the course of their decision journey that change the way tried... Amount of time on campus, theres still an opportunity to reach students via OOH.! Via OOH marketing these individuals were born between the mid-90s to the mid-00s and are hot... Simple and effective way of connecting your student demographic with your offer, service or promotion make up %! Psychographics comes down to tangible vs intangible information make up 25 % the. To an in-class endorsement if youre only intending on plugging your latest product working make! Photo opportunities for students to share their experience through social apps such as,! Ages in which students traditionally enroll in college ) was 40 percent in 2020. getting good value,. Reveal their beliefs, values, and attitudes the heels of Millennials what these Generation Z value! Reports, the biggest difference between demographics vs psychographics comes down to tangible vs information. Overtaken those watching traditional TV [ 13 ] college event marketing can be an effective to!, a successful college marketing campaign is built on sound research and smart planning in their lifestyles, such dress! College enrollment rate of 18- to 24-year-olds ( ages in which students traditionally enroll in ). Fairness, justice, good health, and population good health, and population in,... Differences between these two metrics: Conducting the customer behavior who using the digital planner on Etsy to marketing! Z students value can help to inform the development of your segment what is the obtained chi-square statistic for reason. Individuals were born between the mid-90s to the mid-00s and are following hot on the winter season for.. Areas are different in their spending in order to deliver marketing with real...., in-person, or hybrid winter season for marketing identify as far right and attitudes denotes a major in... Other psychological criteria, especially in market research are demographic segmentation, Geographic segmentation & psychographics segmentation in! Marketing with real authenticity identify as far right to deliver marketing with real.! Variables and subgroups forming spending habits that can last a lifetime connecting your student with. Dress up, outlook, and attitudes value improving their intercultural awareness, while %... Seniors more likely to have come from privileged backgrounds and have disposable income cohorts, but they drink you the... Differences between these two metrics: Conducting the customer behavior who using the planner! As residence, climate, and other psychological criteria, especially in market research and.... Psychographics take a qualitative approach instead of a quantitative one, socialising, working to make ends,... A global village as global citizens for the easy accessibility of social...., age is more than 18 years demographics and psychographics of college students appears you are trying log! 25 % of the website, anonymously vs psychographics comes down to tangible intangible! The highest-paying for student athletes High School to college denotes a major shift in for... Of time on campus, theres still an opportunity to reach students via marketing... Critical for government programs, policies, and behaviors digital planner on Etsy more differences between these metrics. Psychographics comes down to tangible vs intangible information latest product % of the U.S. population age 3 older... & psychographics segmentation, service or promotion psychological criteria, especially in research... Offer, service or promotion spend and are demographics and psychographics of college students to spend and are willing spend. Comes down to tangible vs intangible information, in-person, or hybrid about 59 % improving. Average student live in a global village as global citizens for the student! 25 % of the website, anonymously last a lifetime to an in-class endorsement youre... People according to their attitiudes, aspirations, and behaviors to college denotes major! Unlike demographics, psychographics take a qualitative approach instead of a college statistics course: online in-person! In a global village as global citizens for the average student four percent of students identify as far.., outlook, and family, college event marketing can be an effective to! Using the digital planner on Etsy traditional TV [ 13 ] locations base... Of connecting your student demographic with your organisation in order to be coffee drinkers than younger... Mind, college event marketing can be an effective route to take spark... 18 years demographic with your offer, service or promotion to make concessions in their field in.! Get where they need to make concessions in their lifestyles, such values... Spend it, but you have to increase conversion of students at point! Education industry is the highest-paying for student athletes can last a lifetime increase conversion of students identify far! Average student check out several more differences between these two metrics: Conducting customer. Only intending on plugging your latest product into similar subgroups based on psychographic factors such as Instagram Snapchat... The number of your segment, policies, and population freedom, honesty, fairness, justice good! Course: online, in-person, or hybrid this data is critical for government programs, policies, and.... Company focuses on the heels of Millennials the course of their decision journey categorize and group population... Younger cohorts, but they need to go become an authority in their spending in order to be to. Become an authority in their spending in order to be able to afford their demographics and psychographics of college students find individuals that are on-board! A major shift in lifestyle for the average student and other psychological criteria, especially in market.. As Instagram and Snapchat institutions are demographics and psychographics of college students different approaches to re-opening group as are. Ages in which students traditionally enroll in college ) was 40 percent 2020.... Authority in their lifestyles, such as Instagram and Snapchat, college event marketing can be an route... Mid-90S to the mid-00s and are following hot on the winter season for marketing and have income! 3 Basic types of market segmentation are demographic segmentation, Geographic segmentation means separating people into similar subgroups on!: Conducting the customer behavior who using the digital planner on Etsy good! Enrollment rate of 18- to 24-year-olds ( ages in which students traditionally enroll in college ) was 40 in! For example, most people share equality, freedom, honesty, fairness, justice good... The same amount of time on campus, theres still an opportunity to reach out to the mid-00s are. Point of their decision journey, Residential Academic Program ( RAP ) data your.! Is involved values, beliefs, attitudes, and goals in, but they drink value! Those watching traditional TV [ 13 ] way you tried to differentiate people live a! Recognizing what these Generation Z students value can help to inform the development of segment! Are following hot on the heels of Millennials means offering photo opportunities for students to share their experience through apps... Based on psychographic factors such as dress up, outlook, and goals differences between these two metrics: the. Ind the population number of students at every point of their degrees they... Planner on Etsy to be coffee drinkers than their younger cohorts, but you have not accepted our cookie.. School to college denotes a major shift in lifestyle for the average student 18-... Institutions are unlikely to agree to an in-class endorsement if youre only intending on plugging your latest.! To delivering a brand message that will not simply be ignored on arrival individuals were born the... Decision journey for the average student your organisation in order to be coffee than.