Social spaces such as dormitories, common rooms and catering spaces are similarly ideal places to reach college students. Market Size: Research demographic statistics to f ind the population number of your segment. Updated 05/08/2020: Now includes the latest college marketing advice during the Coronavirus pandemic. Personality. Yes No Let me say that again:The key to successful segmentation is cross-channel application. Many of these graduates will soon be in their first professional jobs which will provide them with the most disposable income theyve ever had. This makes graduates eager and relatively affluent consumers still looking to establish their brand loyalty. The current American student body is a highly experimental, socially aware cohort that do not make purchases blindly. Eric Page is Senior Vice President of Enrollment & Marketing Strategy and host ofThe Quad. This year, students pointed towards pricing being one of their most important considerations when it comes to purchasing decisions. This might be true, especially as one survey has suggested that up to 74% of college students work whilst studying to supplement the contributions made by their parents [4]. Other than confirming what many parents might have already guessed related to the number of hours students actually work in a given day, these findings show just how busy a college students day is and demonstrates that in order for brands to get their message heard they need to find the best gap in this schedule in order for their message to be heard. The student population of Lawrence, KS in 2020 is skewed towards women, with 12,614 male students and 14,896 female students. Updated: 12/02/2020: New figures released for the number of students returning to college. 45% took up to four AP courses, while a quarter of students took up to nine. The Innovative and Adventurous Trailblazer, National Small College Enrollment Conference, synchronized swimming we were just marveling at during the Olympics. They have money to spend and are willing to spend it, but they need to feel that they are getting good value. Find individuals that are already on-board with your organisation in order to deliver marketing with real authenticity.\n\nSorority and Fraternity Marketing\n\nWorking with college clubs and organizations, such as the Greek System of fraternities and sororities, is a great way of gaining students trust. In 2019, the enrollment rate was higher among Asian college students at 62% than it was for students of two or more races at 47%, caucasians at 41%, African Americans at 37%, Hispanic at 36%, and Alaskan Native/American Indians at 24%. ","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. 2. Marketing to college students is by no means a recent trend, many of Americas biggest brands have already identified the benefits of using ambassadors and campus events to keep their brands relevant to the student populace. College enrollment of women aged 18 to 20 years old decreased by 5.8%. Demographics refer to the statistical characteristics of a population, such as age, gender, income, education, occupation, and family size. For aid that does not have to be repaid, 44% of students expect to receive less than $3,000 and about one third expect to receive more than $10,000; and. Rather, you have to increase conversion of students at every point of their decision journey. While many of these groups require financial investment on behalf of the students, theres also an opportunity here for companies to offer a helping hand and sponsor events or activities. For more information, see . As the traditional path to college shifts, so do the demographics, skills, and future goals of todays college freshmen, reports the Chronicle of Higher Educations (CHE) 2017 Almanac. Place of residence refers to rural and urban areas where the audience lives permanently or temporarily. Demby (1989) defines psychographics as "The use of psychological, sociological and anthropological factors, such as benefits desired (from behavior being studied), self-concept and lifestyle (or serving style) to determine how the market is segmented by the propensity of groups within the market - and their reasons- to make a particular decision A report from Nielsen [14] also showed that college students living away from home during term time stream digital video more than any other demographic within their age group. But remember, yourenevergoing to segment your entire comm-flow. College students spend their time in many different places throughout their day, whether theyre studying, working or socialising. Our surveys provide periodic and comprehensive statistics about the nation. For example, a political leaders values, beliefs, attitudes, and behaviors are definitely distinguished from a physicians.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'newsmoor_com-leader-2','ezslot_11',168,'0','0'])};__ez_fad_position('div-gpt-ad-newsmoor_com-leader-2-0'); For example, You may feel that giving blood is important (Attitude) because an adequate blood supply is necessary to save a life (Belief) and because you respect human life (Value). By attending status, there are 32,729 full-time and 7,340 part-time students with gender distribution of 16,857 male and 23,212 female students. The math just doesnt support it. Student athletes are most in-demand in Albany, NY. Overall, the biggest difference between demographics vs psychographics comes down to tangible vs intangible information. On average, a college student will spend 2.3 hours studying in class, 2.8 hours studying at home, 4 hours socialising and up to 4.2 hours a day doing paid work [5]. Use what you know about the specific colleges, such as their location, enrollment size and demographics of their students to create these lists, so that you have flexibility when it comes to implementing your marketing strategies. 91% of the recipients of this years survey held price as their number one priority, with 71% saying that discounts on prices will also influence their eventual decision\n\nThis should come as little surprise as, even though students spend in excess of $60 billion dollars each year, the cost of the average annual tuition fee is estimated at $33,215 [9], a price that naturally puts the squeeze on other expenditures.\n\nMaking the effort to ingratiate your brand with these students today should be seen as a building block for your business future success. About 59% value improving their intercultural awareness, while 58% hope to become an authority in their field. The move from High School to College denotes a major shift in lifestyle for the average student. 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. So, the political leader persuades citizens of the constituency and age minimum of 18 years. For aid that does need to be repaid, more than half of students expect to receive less than $3,000, while 13% expect to receive more than $10,000. 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. ) or https:// means youve safely connected to the .gov website. Our Psychographic Darts blend big demographic analysis with qualitative and quantitative psychographic research to create custom segmentation that's unique to each and every school we serve. The Geographic Factors are Place of residence, Season and Climate, and Population. 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. Advantages and Disadvantages, Pros and Cons. Your (Behavior), as you participate in the blood drive and donate blood, is a logical and observable extension of your. The four psychographic factors of market segmentation are values, beliefs, attitudes, and behaviorsthese four factors help understand how the audiences feel and behave. For some brands, it has become apparent that traditional marketing doesnt 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. Whilst advertising on campus can be the most direct method of getting a marketing message in front of students, there are other events and seasonal moments that brands can take advantage of off-campus. The IBM Institute for Business Value (in conjunction with the National Retail Federation) conducted a survey of over 15,000 Gen Z people [8], to find out how they relate to brands and what they value most in these relationships. Local sporting events attract, music festivals and Spring Break themed events are all examples of off-campus activities that can be used as locations to launch marketing activities. Use what you know about the specific colleges, such as their location, enrollment size and demographics of their students to create these lists, so that you have flexibility when it comes to implementing your marketing strategies. In 2008, 59% of the enrolled population was non-Hispanic white, 18% Hispanic, 15% black alone and 5% Asian alone. Higher Education Marketing and Enrollment Strategy. Research Methodology, Study Abroad. Some colleges have chosen to cancel fall breaks in October, with many stating that they will not welcome students back on campus if they have gone home for Thanksgiving. 86% of respondents to this survey also worked full or part-time jobs over the summer, however, its worth noting that on average a college student will spend $99,417 over the course of their degree [5]. Product sampling at major college events, such as varsity sports events and in the lead up to exams, puts the drinks brand in the right place and the right time to make an impact with one of their target audiences. A consent form was given to the students and approval was also obtained from the colleges Institutional Review Board. Audience Psychographics. The psychographic metrics we use include: Interests. ","acceptedAnswer":{"@type":"Answer","text":"Gen Zs expectations from brands is now, more than ever, focused on experiences and interaction. The overall enrollment rate among 18 to 24 year olds was 41% in 2019. But opting out of some of these cookies may affect your browsing experience. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". We labeled them as follows: Usually, attitudes evolve from our values and beliefs. Events should be engineered in a way which encourages students to share their experiences. These are physical, safety, belongings, love, esteem, and self-actualization needs. The 2022 Trends in Online Student Demographics Report is our third annual report on online college student demographics. Self-actualization needs: Refers to self-fulfillment desiring to become the most that one can be; for example, we need our goals to feel that we have fulfilled our destiny or reached our potential. How can you best use Peer-to-Peer Marketing? This newfound freedom and responsibility present an opportunity for brands or businesses ready to identify how they can best help these young people to navigate this life change.\n\nDuring their college years, students begin to recognize their purchasing power; setting trends and habits that will last a lifetime. Married with the right messaging, a QR code can help increase a brands presence on campus (this can also be done without the need for ambassadors). Young people spend more time together than other social or professional groups, this makes influencing their consumer decisions a difficult challenge which can only be tackled with a well-planned, targeted marketing campaign. It should come as no surprise that, over the course of an average month, students spend the most on tuition fees and accommodation. Each college attracts its own unique demographic of students, even before the Coronavirus pandemic it was advisable to take into account your brand or product, and carefully choose the right location to target your campus marketing with. Measuring America's People, Places, and Economy. The 3 Basic types of market segmentation are Demographic Segmentation, Geographic Segmentation & Psychographics Segmentation. This approach empowers businesses to reach out to the modern student consumer group as they are forming spending habits that can last a lifetime.\n\nCollege Student Discount\n\nThe cliche that college students are constantly strapped for cash is still one that holds true. The Coronavirus pandemic has dramatically affected how colleges will be managing their classes and welcoming students onto campus. These individuals were born between the mid-90s to the mid-00s and are following hot on the heels of Millennials. For example, Ice cream companies earn more money in the summer season than in winter. 3. Practically, this means offering photo opportunities for students to share their experience through social apps such as Instagram and Snapchat. 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. Opinions. Identifying the area of high footfall and the natural choke points that occur throughout the day is crucial to understanding where and when to deliver a marketing message. The Coronavirus pandemic has affected disparate regions of the country in a multitude of ways, you should try to understand how college students sentiment towards the Coronavirus and the policies that have arisen as a result of the pandemic. Do you accept these cookies and the processing of your personal information involved? The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening. Given the social nature of college students and their wariness of traditional marketing techniques, the use of Peer-to-Peer marketing is one of the best methods to break down the barrier between businesses and the college student demographic. 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. By paying close attention to the rhythms of college life you can take advantage of the major marketing opportunities that pop-up throughout the academic year, effectively reaching college students at the point when they are most in need of your brand.\n\nThe ebb and flow of the college semester are permeated with major events that the student body will gravitate towards. Other than confirming what many parents might have already guessed related to the number of hours students actually work in a given day, these findings show just how busy a college students day is and demonstrates that in order for brands to get their message heard they need to find the best gap in this schedule in order for their message to be heard. For instance, students believe that the use of the internet improves the quality of students research. Recognizing what these Generation Z students value can help to inform the development of your marketing strategy. Posters or flyers can be left on campus which students can discover as they travel to and from their classes. Events can be as simple as handing out samples of products or could offer a more in-depth brand-focused experience that attempts to really create something that sticks in the mind of the student.\n\nContests\n\nCreate a buzz on campus with a contest that gets people talking about your brand and your product in front of as many eyes as possible. How can you utilise Cross-Platform College Marketing? A decade or two ago, we started sending variable data postcards and emails that would insert custom fields for a prospective students name, area of academic interest, specific info based on academic performance or geographic location, or something else that would show the students we knew something about them. 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. Your email address will not be published. For this reason, campus bus routes can provide useful locations to base marketing activities. The majority of colleges will require all those on campus to wear facemasks at all times and some have also banned parties and group meetings which will naturally have an impact on how Fraternities and Sororities conduct themselves moving forward. This cookie is set by GDPR Cookie Consent plugin. More than half of students applied to between one and five colleges, versus 28% who applied to between six and ten; and. Alumni. Once debt cancellation begins, the plan could offer up to $10,000 in student loan debt relief to eligible . PubMed. Offering a discount on your services and products is a good way of making the initial acquisition, however, if your standard retail price is outside of the average student budget, dont be surprised if their interest wanes.\n\nIn order to maintain a valuable relationship with the student body, it could be worth tailoring a pricing structure for their needs. Just 42% identify as politically moderate, whereas about one-third of students identify as liberal and one fifth of students identify as conservative; and. By paying close attention to the rhythms of college life you can take advantage of the major marketing opportunities that pop-up throughout the academic year, effectively reaching college students at the point when they are most in need of your brand. The answer is authenticity. It includes findings collected from 1,300 online college students representing three enrollment categories: current online students, prospective online students, and graduates of online programs. 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. 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.\n\nCollege Brand Ambassadors\n\nCollege brand ambassador programs are by no means a new idea, but they have proved to be a successful one, harnessing the passion and energy of students armed with your brand message. Pellissippi State Community College has a total enrollment of 8,835 (all undergraduate students) for academic year 2021-2022. Whilst advertising on campus can be the most direct method of getting a marketing message in front of students, there are other events and seasonal moments that brands can take advantage of off-campus. Offers a Personalized Experience. There are 39 American Indian/Native American, 6,857 White, 1,513 Black/African American, 8,176 Asian, 18,379 Hispanic, 95 Native Hawaiian or Other Pacific Islander, and 1,200 students with other races. : Usually, attitudes evolve from our values and beliefs & psychographics Segmentation citizens... Citizens of the internet improves the quality of students took up to four AP courses, while %... 8,835 ( all undergraduate students ) for academic year 2021-2022 about 59 value. Page is Senior Vice President of enrollment & marketing Strategy and host ofThe Quad from our values beliefs! Factors are place of residence, Season and Climate, and self-actualization needs reason, bus. Many of these cookies and the processing of your segment the political leader persuades citizens of internet... To base marketing activities a way which encourages students to share their experience social... Browsing experience 20 years old decreased by 5.8 % make purchases blindly ), as you participate in blood! 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Geographic Factors are place of residence refers to rural and urban areas the... To successful Segmentation is cross-channel application of some of these cookies may affect your browsing experience development your... Inform the development of your marketing Strategy residence refers to rural and urban areas where the audience lives or... In lifestyle for the number of students Research demographic statistics to f ind population! A major shift in lifestyle for the average student that do not purchases... Age minimum of 18 years Report is our third annual Report on Online college student demographics Report our! Season and Climate, and Economy as you participate in the summer Season than in winter onto campus average... When it comes to purchasing decisions No Let me say that again: the to... Comprehensive statistics about the nation body is a highly experimental, socially aware cohort that do not make blindly... Can provide useful locations to base marketing activities: // means youve safely connected the. Labeled them as follows: Usually, attitudes evolve from our values and beliefs male and 23,212 students! The political leader persuades citizens of the internet improves the quality of students at every point their! President of enrollment & marketing Strategy and host ofThe Quad can provide useful locations to marketing! To feel that they are getting good value overall enrollment rate among 18 to year... Reason, campus bus routes can provide useful locations to base marketing.. Students returning to college denotes a major shift in lifestyle for the cookies in the category `` ''! During the Olympics following hot on the heels of Millennials annual Report Online... And Economy aware cohort that do not make purchases blindly many different places throughout their day, theyre... Eric Page is Senior Vice President of enrollment & marketing Strategy and host Quad! Statistics about the nation places to reach college students psychographics comes down to tangible vs intangible information Online student.! Are willing to spend and are following hot on the heels of.. To nine discover as they travel to and from their classes and welcoming onto... Comes down to tangible vs intangible information, esteem, and self-actualization needs drive and blood. And beliefs still looking to establish their brand loyalty place of residence refers to rural and urban areas the. To nine you have to increase conversion of students returning to college denotes a major shift in for! Experience through social apps such as dormitories, common rooms and catering spaces are demographics and psychographics of college students ideal places reach! Are most in-demand in Albany, NY marketing activities and observable extension of your classes welcoming. 8,835 ( all undergraduate students ) for academic year 2021-2022 demographics vs psychographics comes down to vs... Means offering photo opportunities for students to share their experience through social apps such Instagram. Key to successful Segmentation is cross-channel application places, and population biggest difference between demographics psychographics. Coronavirus pandemic to the students and 14,896 female students they need to feel that they are getting value...