When post-secondary institutions convince people to attend their schools, they’re not just gaining a student – they’re also gaining a long-term customer. For the duration of their educational career, the students will be buying from their bookstore, eating at their cafeteria and lounging in school-branded sweatpants. Therefore, it’s in the best interest of the school to market themselves to potential students, most of who are in the Millennial and Generation Z demographic.
To market successfully, universities have to use strategies as multi-faceted as the students they are trying to attract. Youth want to feel involved in campaigns therefore creating unique hashtags and generating an online presence fundamental to a successful marketing campaign. Yet, at the same time, some media outlets are suggesting that many young people are voluntarily going rogue and heading offline, following in the steps of young stars such as Lena Dunham and Jayden Smith and deleting their social media accounts. An offline presence is becoming just as important as the online one.
The Millennials are going offline – where can you reach them?
A good first step in attracting young students would be to make them a part of the conversation. Let them tell you what they want through a variety of campaigns, including a social media one and a grassroots effort, such as going to high schools and campuses to talk to students directly.
Marketing is more effective when the target market is understood, and unlike a blind date, universities can create the opportunity to speak with the target demographic and see what they find attractive in a potential university.
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