It comes as no surprise that secondary schools have to form an extensive and creative marketing campaign in order to stick out to prospective students, investors and the community. Doing so can be easier said than done, but there are some universities that have hit a home run when it comes to identifying and solidifying their brand. Here are 6 higher education marketing campaign that make us want to go back to school. Read More >
Post secondary education is a competitive segment of the marketing industry. There are numerous schools, all with advantages they try to sell and disadvantages that they try to hide when marketing their institutions. To shine some light on creative and ingenious ways to market educational institutions, we have gathered a list of examples, all of which used unique marketing methods in their campaigns. You might learn a thing or two about marketing from these schools without even being a student at them.
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.
As the Millennial and Generation Z demographics age, creating new ways to market to the younger crowds are critical to being successful. University students, most of who fall into the Generation Z demographic, are an untapped resource that marketer’s should be very interested in, as they will be buying products and services for years to come. These are the kids that are going to be buying computers, dishwashing detergent, groceries, cars and everything else that they need and ignoring them is at the marketer’s peril. But just like shopping in thrift stores and wearing their grandparent’s styles, university students are looking for a more old fashioned experience.
The NEW KIDS don’t know a world without Social Media
While Generation Z doesn’t have a specific date range, most reports suggest that anyone born from the mid 90s to the mid 00s fall into this demographic. And they’re interesting from a marketer’s perspective for a number of reasons – most of them don’t know a world before the Internet, grew up on social media and are more tech savvy than anyone in Justin Beiber’s entourage. But this makes them perplexing, as more and more of them are opting to find a genuine experience from brands and going offline to seek them out. To market to university students, all marketing channels – traditional and online – should be utilized for optimal results. Read More >
If you know a little bit about our agency, you’ll know that several of our past campaigns have been with post-secondary institutions such as College of Opticians Alberta or Vancouver Island University. – and many of these campaigns have been aimed at recruiting high school students. In the past, high school students were Gen Y’s/Millenials, but now, the under 18’s are tentatively labelled Generation Z, and post-secondary institutions need to take note.
Gen Z is different than Gen Y, and this blog post is going to tell you all about them, and what you should be doing to attract them.
A couple of weeks ago, I saw Seth Godin speak at the well-known Art of Marketing event in Vancouver. During his talk, he reinforced what was said in his book: Tribes: We Need You To Lead Us. The talk got me thinking about some work we did for a client last year, Vancouver Island University (to save me some time typing, I’ll refer to them as VIU from now on).
The campaign targeted the local community, and the overarching goal was to increase the overall brand equity for the University – read our VIU case study results here. After some deliberation, we pursued the idea of building a following (we didn’t call it a tribe yet) from their target demographic – students from Generation Z. However, we didn’t just focus on the general student population within that age group, we defined the values and benefits that the University provided, and gave students who were like VIU the opportunity to join the brand, not just choose it.
Below are some key facets in building a tribe for your own organization:
BCHRMA and IABC recently joined forces to produce a Pecha-Kucha-esque event called “HR & Communications: Two Sides of the Same Coin”.
Various speakers were featured to provide their thoughts on the inevitable and complex link between Human Resources and Communications. Tammy was one of the individuals invited to speak, and we’ve recorded the 8 minute presentation below. Enjoy!
We’re seeing it everywhere; brands that embody traces of our tradition and history are disappearing because they can’t seem to get the new generations engaged with them. “New” is taking over “old” and even though it isn’t anyone’s outright desire for tradition and history to disappear, they do because they haven’t figured out how to stay relevant.
If only, if only, if only we could get the right people engaged again.