Campus Marketing's Impact On Business

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In the United States, there are more than 30 million students enrolled in a college who are between the ages of 18 and 24. This is approximately 10% of the population of the country and they form the bulk of the consumer population in the years to come. Hence, companies need to form good strategies to target these individuals, this can be done excellently with the help of campus marketing.

When promotion of products or services is done to the student population, it is known as campus marketing. The interesting aspect of this form of marketing is that it is undertaken by students themselves. So basically it is marketing by the students for those students. Businesses select students from colleges and task them with creating a variety of events, such as contests, social media campaigns, etc. The greatest benefit of it is that students will be able to figure out the needs and requirements of today's college students much faster and in a better manner.

How do companies get students to be part of their campaigns? Businesses get the attention of students by making them 'brand ambassadors'. This helps in attracting a large number of students as students see it as a great thing to mention in their resumes. This is a win-win situation for both the organization and the students. Companies will be able to increase their brand awareness through marketing campaigns. On the other hand, students will garner experience in numerous fields of marketing, such as social media, event management, etc. Companies normally target those students who are involved in activities like athletics, music, etc. They are searching for students who have the ability to influence a large number of people and this can only be done by students who are greatly involved in the activities happening on campus.

Another goal of businesses is to convert students into loyal customers in the coming years. Companies are aware that these students will make up the majority of the consumer base in the future, so they try their best to build the brand's credibility and recognition among this demographic. This is seen as a form of investment by many organizations that will guarantee a great return on investment in the future.

The market for college students is massive and many companies are known for exploiting this market. For instance, Coca-Cola and Red Bull, are very famous for marketing directly to the student population. However, these are just two organizations, there are brands that belong to dozens of industries that make use of campus marketing strategy. These companies hire a large number of students for this purpose. For instance, Red Bull has brand ambassadors on more than 300 campuses across the country and they host a wide range of events, like music concerts, sports events, annual functions, etc. This is the case with Microsoft Windows as well, whose representatives provide demonstrations on its products to fellow students on more than 300 campuses.

Even during the time of the pandemic, this marketing strategy is not slowing down. Businesses are figuring out new ways to target students through campus marketing.

Faisal Abidi

Faisal Abidi is the Co-Founder and Director of RNF Technologies since 2009. He has also co-founded other ventures, namely Phonato Studios, Resourcifi, and FNR Technologies. He started his career with Google India working in the online marketing space where he was recognized and rewarded for his innovative product ideas. Google was followed by British Telecom where he worked as an analyst and was involved in all aspects of marketing and business management of the highest level. He is a marketing and a tech enthusiast and has been invited by Google to speak on various online marketing trends. His professional interests lie in the areas of branding, digital marketing, and developing anti-fraud, and anti-scam tech solutions.


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