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ISSUE: October 2008
back to school
Marketing To College Students
By Erica Shatzer
With over 18 million students enrolled in colleges and universities across the United States, reaching this consumer base could greatly benefit your mobile self-storage operation. According to the National Center for Educational Statistics, these 18 million plus students spend well over $200 billion annually. So, how do you convince them to spend their money on your product or service? It may be easier than you realize, but first you need to understand the typical college student.
Knowing The Clientele
In general, college students are between the ages of 18 and 24. They are busy people with hectic schedules—classes with demanding work loads, extra curricular activities, athletics, jobs, social lives, and normal household tasks like doing laundry. Trying to squeeze all of these responsibilities into a 24-hour day and still finding time to sleep can be a difficult and exhausting task.
Because of their limited time, you should keep your advertising message short and direct. Also, relevancy is an important facet of your marketing strategy. If students feel like the message isn’t pertinent to them, they will ignore it. In order to reach college students, you have to be as targeted as possible with your message. The most effective college marketing strategies don’t have to be the flashiest or the most expensive. Instead, coordination, strategic partnerships, and a clear message are the most essential elements.
Marketing Efforts
One cost effective way to market to college students is to place an advertisement in the campus newspaper. Campus newspapers are made available to the entire student body and, because the contents are relevant to students, they have considerably high readership rates. However, to get the best results, you must be aware of the semester schedules. Joliet, Ill.-based Mi-Box, which has four locations in the Chicago area and a 60-mile service area, places display advertisements in campus newspapers two months before a semester ends.
While advertising in campus publications has proven to be beneficial, there are several more aggressive (and unconventional) marketing strategies that also have been successful in reaching college students. “We have used a number of guerilla marketing tactics to reach college students,” says Dusty Rhodes, vice president of business development for SmartBox.
“For example, we have donated Smartboxes to the university; we have given away t-shirts with catchy slogans before college sporting events; and, in San Antonio we even hired several Trinity University football students for temporary summer employment,” Rhodes says. “As a result, they spread the word about SmartBox and we had a number of students use SmartBox for storage this summer.”
With a name like Collegeboxes, it’s no surprise that 100 percent of this company’s customers are college students. Collegeboxes, a nationwide company headquartered in Woburn, Mass., also hires students as marketing representatives. “We train our reps to utilize their existing social networks while hosting promotions around campus. They also distribute flyers and posters throughout the residence halls,” says Patrick Harrigan, marketing and sales manager of Collegeboxes. “We give our reps quite a bit of freedom to do what they think would work best on their campus.”
In addition, Collegeboxes has formal agreements with most of the universities the company services. These agreements typically allow Collegeboxes the exclusive right to market and operate their service on campus. “In most cases, the schools also agree to support us in our marketing efforts,” Harrigan says. “This can be anything from an official endorsement of Collegeboxes to a mass e-mail to a mailing to the students’ parents.”
Mi-Box has found success as a result of providing universities with containers to utilize during special events and sporting events. “It’s very important to get the containers visible around campus,” says Michael Bjorn, president of Mi-Box. When containers are strategically placed around campus they are made visible to the entire student body, which is a great way to build brand awareness.
When containers are strategically placed
around campus they are made visible to the
entire student body, which is a great way to
build brand awareness.
Plus, individuals in the 18 to 24 year-old age group are more likely to become loyal customers of a brand with which they are familiar. And, the only thing better than a customer now is a customer later! While Mi-Box estimates that college students make up only about five percent of their customer base, they prefer marketing to influence centers like colleges and universities because of their larger, concentrated populations which bring a potential for both present and future consumers.
“In many markets we offer special pricing for college and graduate students because we realize that college students don’t have a lot of money. But, if we can provide great customer service, we believe they will use our service again in the future,” says Rhodes.
Campus Concerns
“Fostering positive relationships with the school administration is important, and it takes time,” says Rhodes. “This is a critical aspect of building trust and making sure that the school’s needs are met, because when we deliver boxes or pick up boxes, it is usually the time of year when new students are arriving or when students are going home for the summer. Many more people are on campus than normal, so making sure those deliveries can be made on time and within designated areas makes all the difference.”
According to Rhodes, marketing to college students does not come without its challenges. “Because college students typically need boxes in the summer, which is also the busiest time of the year, they are competing with other customers who move during that same time period,” he says. “Also, since most students’ boxes need to be picked up and dropped off at roughly the same time, it is important to schedule these deliveries to ensure that you can efficiently service the students’ needs.”
Selling Your Service To Students
Here are several marketing methods that are sure to grab the attention of college students. But, always rememberto ask the college or university for permission to promote your company on their campus beforehand. Also,it is best to approach a university with a detailed marketing plan—discussing the specifics will help you avoidany misunderstandings.
Brochures—Displaying informative brochures is a relatively inexpensive marketing method that can bring results if you put them in places where students congregate; but, don’t forget to keep them stocked. Also, find out if the university would be willing to include your company’s brochure in its welcome packets which are distributed during new student orientation.
“Campus Ambassadors”—Hiring a college student to sing your company’s praises to his/her peers a few hours a week is a great form of buzz marketing.
Chalk—It isn’t just for classroom use anymore. Writing your marketing message in chalk on campus sidewalks is sure to stop students in their tracks.
Digital Signage—Some bookstores, cafeterias, and dining halls have digital signage displays to entertain students as they wait in line. See if you can purchase a time slot to disseminate your message to the masses.
Direct Mail—If you can get a list of student addresses from the university’s admissions office, direct mail can be both inexpensive and effective.
Events—Volunteer to sponsor special events and sporting events on campus, or request a booth during career fairs.
Fliers—The possible places to hang fliers on a college campus are countless. Besides hanging fliers on message boards or inside buildings, you can make table-top displays for the cafeteria or tape fliers to the walls of bathroom stalls—get creative!
Freebies—College students love free stuff, especially if it is useful. Put your logo on practical items like umbrellas, key chains, lanyards, pens, notebooks, etc., and give those items away at any opportunity. Internet—When 98 percent of college students have made a purchase of a product or service online (according to a survey by Experience, Inc.), advertising via the Internet is money well spent.
Media—If local campuses have student-operated radio or television stations, see if you can pay for some airtime. It’s cheaper than advertising through mainstream media outlets and you are more likely to reach your preferred audience.
Partnerships—Establish alliances with local businesses, especially student bookstores. Ask if they could hand out coupons to students when they buy and/or sell their books.
Testimonials—Students listen to other students, so make sure to include testimonials from happy college customers in all of your marketing materials.
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Erica Shatzer is the Associate Editor of Mini-Storage Messenger, Self-Storage Now!, and Mobile Self-Storage Magazine.
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