Exploring the world of marketing psychographics will open you up to a deeper level of market analysis. So, the leader targets the voters only to conduct the campaign. We used this approach to define segments of female and male college students and examine substance use differences. Targeting students via social networks can be done with surprising ease, but costs can ramp up quickly with little benefit if there is no overarching strategy in place.\n\nEncourage User-Generated Content\n\nEngaging students through social media is most effective when used in conjunction with a wider campaign. Psychographics is the study of values, personality, lifestyle, opinions and interests of people of a certain community. 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. Something like 100% of us agree that personalized consumer experiences are superior to generic, and in order to provide prospective students a more personalized consumer experience in 2021, you have to move beyond demographic segmentation and speak to who they really are as people and what will appeal to their emotions. Necessary cookies are absolutely essential for the website to function properly. SRDS Media Planning Platform Marketing to sororities and fraternities gives you access to ready-made social networks through which a successful campaign can be delivered. Demographics refer to the statistical characteristics of a population, such as age, gender, income, education, occupation, and family size. 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. ","acceptedAnswer":{"@type":"Answer","text":"Marketing to college students is by no means a recent trend, many of America's biggest brands have already identified the benefits of using ambassadors and campus events to keep their brands relevant to the student populace. This cookie is set by GDPR Cookie Consent plugin. Psychographic information includes subjective data like belief systems, values, goals, and attitudes. This approach empowers businesses to reach out to the modern student consumer group as they are forming spending habits that can last a lifetime. More than ever before, the consumer is playing a vital role in the dissemination of marketing campaigns: this is especially true amongst students. Tomorrows prospective students will demand it, and leveraging psychographics is the key to delivering it. It appears you are trying to log in, but you have not accepted our cookie policy. A lock ( The transition into post-college existence is another key moment in a students life when their financial situations can potentially improve for the better and they find themselves making investments that could last them for much longer than just a single term. Considering college students wariness of marketing messages is vital to delivering a brand message that will not simply be ignored on arrival. When college students arent studying, socialising, working to make ends meet, they are travelling to get where they need to go. "}},{"@type":"Question","name":"Is OOH college advertising still worth it? Campus Solutions have pre-existing relationships with student organisations across the country, giving brands the opportunity to make an immediate impact with the college student demographic. To get more information about these cookies and the processing of your personal information, please see our Privacy Policy. Psychographic segmentation advantages. 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. The college campus is a place buzzing with activity and excitement, creating an event that breaks through the noise and gets students talking about your brand. Our surveys provide periodic and comprehensive statistics about the nation. Current Population Survey, October SchoolEnrollment Supplement: 2016, 2017 and 2018. Raised in a world of mass connectivity and social media, their affinity for technology has reshaped how they engage with retail, as such they are more aware, more informed and more empowered than any generation before them.\n\nNewfound freedom and responsibility\n\nTaking time to get inside the minds of college students is a key part of understanding how to market to them. Psychographics look at groups of people based on their attitudes or beliefs.Sometimes referred to as "lifestyles," this category is of particular interest to marketers and advertisers. Diversity is Share sensitive information only on official, secure websites. Psychographics of Pop-Up Retail Customers 2.1 Understanding Consumers' Lifestyle Profiles. All of it, thoughevery single data pointwas demographic in nature, and most often binarily segmented, meaning students were either in-state residents, or nothigh achievers, or notminorities, or notyou get the point. 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. Whilst college students spend thousands of dollars over the course of their degrees, they are not easily swayed by traditional, interruption marketing. A survey conducted by HSBC highlights the multifaceted nature of a college students day and shows how important convenience is to this demographic. Giving away free branded goods on campus is a great way to boost brand awareness in the run-up to a promotion or product launch. You have to think about it in terms of how the audience is going to experience the messaging. 31% percent of students are minorities or people of color (BIPOC).The ethnic breakdown is detailed in the following table. During their college years, students begin to recognize their purchasing power; setting trends and habits that will last a lifetime. Using this information, what is the obtained chi-square statistic for this. An official website of the United States government. About 73% of students cite making more money as a very important reason to attend college. \n\nPenetrate Students Space\n\nA college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. The study also noted how growing up in a media landscape consisting of fake news and alternative facts had led these young people to crave authenticity and transparency when conducting relationships with brands and businesses. To access: Contact the Reference Desk (ext. Many of these graduates will soon be in their first professional jobs which will provide them with the most disposable income theyve ever had. Recognizing what these Generation Z students value can help to inform the development of your marketing strategy. Create 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. Let me say that again:The key to successful segmentation is cross-channel application. 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. A college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. Adolescence, 25, 717-724. Social networks such as Facebook, Instagram and Snapchat have been blamed for a raft of mental health issues amongst the student body, but that hasnt put a stop to their popularity with this demographic. "}},{"@type":"Question","name":"How can you market to college students? It does not store any personal data. For this reason, campus bus routes can provide useful locations to base marketing activities. Over 50% of Generation Z have ad blockers installed on their browsers. The most common ethnicity of student athletes is White (66.9%), followed by Hispanic or Latino (13.1%), Black or African American (8.8%) and Unknown (5.7%). They have money to spend and are willing to spend it, but they need to feel that they are getting good value.\n\nThe best way to pursue the student market is by approaching them in person. Reset Password Browse our collection of stories and more. It also represents the communication model and theory with images. This newfound freedom and responsibility presents an opportunity for brands or businesses ready to identify how they can best help these young people to navigate this life change. Targeting students via social networks can be done with surprising ease, but costs can ramp up quickly with little benefit if there is no overarching strategy in place. Attitudes toward and beliefs about nutrition and health among a . Students will still likely travel in and around campus, so finding where your target audience frequents and the routes that they follow is key to finding the best placements for your OOH advertising campaign. The statistics are based on data from the 2015-16 National Postsecondary Student Aid Study, which represents the national population of undergraduates who were enrolled in Title IV postsecondary institutions in academic year 2015-16. Campus Life . What can you learn from psychographic segmentation? Identifying these students needs whilst they are isolated from their campus lives could help formulate a message that speaks to them. So, how do you advertise to Gen Z college students when they dont want to be advertised to? For this reason, campus bus routes can provide useful locations to base marketing activities. Gen Zs expectations from brands is now, more than ever, focused on experiences and interaction. On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical. Pellissippi State Community College has a total enrollment of 8,835 (all undergraduate students) for academic year 2021-2022. The cookie is used to store the user consent for the cookies in the category "Analytics". The principal difference between psychographics and demographics is that the latter tells you who your customers are, whereas the former aims to understand why they do what they do. Just 42% identify as politically moderate, whereas about one-third of students identify as liberal and one fifth of students identify as conservative; and. America Counts: Stories Behind the Numbers, Survey of Income and Program Participation (SIPP). The college students demographic is a moving target, even with the insights we have into how they spend their money and where they spend their time, it can still be difficult to deliver marketing results by using one platform alone. New York, New York 10011, 2019 College Marketing Agency | Campus Solutions, Inc. | Offers a Personalized Experience. Most colleges hold orientation activities and events, which often involve hundreds or thousands of new students. Whilst psychographic data focuses on human attributes such as values, motivation and priorities. For example, demographic data ordinarily concerns factors like: Age Sex Geographic location Education level Socioeconomic status Marital status 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. While making wide generalizations about a group as large as this does have its limitations, by looking at survey results taken from both generational groups its possible to draw some insights as to the average college students beliefs.\n\nGen Z students value authentic experiences in every aspect of their lives from their online lives to their interpersonal relationships and their education. "Creative, independant, tech-savvy" (ewMarketing and PR, 2015) Students and young adults moving . Students are establishing their spending habits while they are studying, making this a competitive and rewarding time to gain their custom. This massive national student body stretches across every state, uniting a vast range of young people from all social backgrounds into a diverse, unique and economically powerful consumer group. 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]. ","acceptedAnswer":{"@type":"Answer","text":"Whilst care should always be taken when putting together marketing creatives, its important to remember to be particularly wary of your messaging during this time. 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. PINKs brand ambassadors are now spread throughout the country with 2 reps per college and 10 team members per institution, all of whom will be involved with sharing their experiences with the brand on social media, contributing to brand designs and empowering their fellow college women. Conducting the customer behavior who using the digital planner on Etsy. For instance, students believe that the use of the internet improves the quality of students research. The math just doesnt support it. For example, the United States has four seasons, including Autumn, Spring, Summer, and Winter. The best way to pursue the student market is by approaching them in person. 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.\n\nWariness of traditional marketing\n\nEffective college marketing identifies the needs of this demographic and delivers a brands message in a timely, useful way. To understand how to sell to college students its first important to understand where they spend their money. Despite coming from higher socioeconomic backgrounds, the majority of college students will work in their spare time to support their education and their lifestyle choices. Student ambassadors are given rucksacks in the shape of the iconic can, and some are even given the keys to branded vehicles which create an eye-catching presence wherever they're parked up. format of a college statistics course: online, in-person, or hybrid. Also, Customer Profile Demographics Psychographics Geographics. "}},{"@type":"Question","name":"How has Coronavirus affected the college lifecycle? About 59% value improving their intercultural awareness, while 58% hope to become an authority in their field. However, it should also be noted that they also have no qualms in spending their hard-earned money recreationally. In the same vein, quantitative demographic data tells you who your customer is, while psychographics explains why a customer . 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. "}},{"@type":"Question","name":"How much money do students spend? 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. These cookies ensure basic functionalities and security features of the website, anonymously. The main reason is that psychographic data helps you align your messaging to speak directly to your target audience - it gives your audience a personalized experience. Student spending trends change every year. Two-thirds of students identify as white; About 13% of students identify as Asian; and. These major brands have proven that nationwide ambassador programs can effectively increase awareness and extend reach, but its not always necessary to create an entire infrastructure to support this kind of marketing activity. Measuring America's People, Places, and Economy. In a recent study published in Depression and Anxiety of more than 67,000 college students from more than 100 institutions, one in five students have had thoughts of suicide, with 9% making an attempt and nearly 20% reporting self-injury. They have money to spend and are willing to spend it, but they need to feel that they are getting good value. Opinions. With this in mind, college event marketing can be an effective route to take to spark that initial brand relationship with students. Website Design by Digital Titans, LLC, Social Media Marketing to College Students A Complete Guide. Events should be engineered in a way which encourages students to share their experiences. Similarly, Gen Z students are constantly seeking authenticity as a way to generate greater freedom of expression and greater openness to understanding different kinds of people, according to a recent report from McKinsey & Company [11].\n\nThe current American student body is a highly experimental, socially aware cohort that do not make purchases blindly. I remember when segmentation became a thing in higher education. Young Adult Suicide Statistics. How would that change the way you communicated with and recruited them? Though students may have less expendable income than other groups, they still have discretionary money and are willing to spend it on brands that gain their attention and understand their values. Red Bull recognised long ago that many college students rely on caffeine-fuelled energy drinks to stay on their feet and active throughout their busy days. The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening. Your email address will not be published. Now, people live in a global village as global citizens for the easy accessibility of social media. According to reports from the National Center for Education Statistics, an increasing number of African American and Hispanic students are attending college. Since student demographics form a part of the study, a demographic inventory consisting of 16 questions was administered in both groups to elicit information on the personal and educational background of students. ","acceptedAnswer":{"@type":"Answer","text":"The Coronavirus pandemic has dramatically affected how colleges will be managing their classes and welcoming students onto campus. The overall college enrollment rate of 18- to 24-year-olds (ages in which students traditionally enroll in college) was 40 percent in 2020. . It is an essential process for social, political, and commercial campaigns and advertising. Its estimated that the lifetime spending potential of college graduates is $1 million more than those who do not attain a college degree [10]. The average age of an employed student athlete is 35 years old. Updated: 12/02/2020: New figures released for the number of students returning to college. More than half of students cite having some level of concern about their ability to pay for college. Fees are expensive and students need to make concessions in their spending in order to be able to afford their lifestyle. In similar, age is an example of demographic characteristics of market segmentation. Rejecting the interruption advertising that has been the norm for decades, they seek content that is relevant to their needs and interests. 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. Victoria Secret incentivise their ambassadors with discounts, free events and valuable experience which they can use in later life.\n\nThese major brands have proven that nationwide ambassador programs can effectively increase awareness and extend reach, but it's not always necessary to create an entire infrastructure to support this kind of marketing activity. Cancel. While it might be tempting to use this as an opportunity to harvest some useful data, resist that temptation as it will likely put off entrants at the final hurdle and damage your brand image. 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. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. In response, we've assembled an unprecedented view of college outcomes. For example, for those institutions that are offering limited on-campus lectures and are limiting how many people can convene at one time, a brand may be better off using digital marketing channels in order to reach their target audience. Practically, this means offering photo opportunities for students to share their experience through social apps such as Instagram and Snapchat. It is an example of demographic segmentation.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'newsmoor_com-box-4','ezslot_6',165,'0','0'])};__ez_fad_position('div-gpt-ad-newsmoor_com-box-4-0'); The demographic factors are a set of audiences characteristics, such as age, gender, ethnicity, education, religion, etc. Segment your audience: There are many different approaches to segmentation that may be used, such as using demographics, geographics, psychographics, or behavior. Let's quickly look at 3 main reasons psychographics should always be a part of your content creation process. Potential nutrition messages in magazines read by college students. That would be invaluable information for shaping future prospective student pools. By digging into how these college students see the world and the general opinions that they hold on social issues, brands can tailor their messaging and approach to better fit this demographic. Whilst many students will not be returning to campus, some will still be living and working, whilst continuing their studies from home. By taking time to understand the broader issues that affect college students, we can better formulate a marketing strategy that really speaks to them.\n\nThis article will cover a number of different college marketing ideas that could help create an effective campaign for a product or service, but first, its important to understand why the college market is worth targeting and what the benefits are for brands looking to do so.\n\nIn the 2020-21 academic year, an estimated 19.7 million students [1] travelled to study at colleges across the USA. A similar approach can also be taken with OOH marketing. How can you use the college life cycle to your advantage? Demography deals with factors such as ethnicity, gender, mobility, age, disabilities, employment status, employment etc. First, understand there are two ways we do psychographics for audiences at Carnegie. But opting out of some of these cookies may affect your browsing experience. Due to the current shifting climate surrounding colleges and how they will be planning to reopen, its become more important than ever to create a primary and backup list of colleges that you wish to target. The key factors that are taken into account for demographics are: Age Income level Gender Race. While current students may value a good price above everything else today, investing in marketing to this demographic should be seen as a long-term strategy to securing a valuable, lifelong relationship with a consumer group that will have considerably more spending power than those whose have not attended college. So, whilst college students will inevitably spend the majority of their money on necessities, they are far from shy when spending their money elsewhere too.\n\nDeloitte Back-to-College Report\n\nEach year Deloitte releases its Back-to-College Report [1], detailing where college students are planning to spend their money and, more importantly, how they prioritise certain offerings.\n\nThis year, students pointed towards pricing being one of their most important considerations when it comes to purchasing decisions. Finding Psychographic Information in a Library Database Library databases are available 24/7 for Madison College students, staff and faculty with an Internet connection. 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.\n\nFor example, condoning a party-lifestyle could prove to be polarising, as some college students may agree with the sentiment, whereas others would see it as in direct conflict with social-distancing guidelines, and therefore, not ethical. To keep up with a constantly changing society full of competitive marketers, the field of psychographics offers more valuable insights about interests, opinions, and activities of defined segments of people. 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. Overall, the biggest difference between demographics vs psychographics comes down to tangible vs intangible information. Competing on social networks requires a different tact to traditional forms of advertising, especially when targeting college students. 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]. Effective college marketing identifies the needs of this demographic and delivers a brands message in a timely, useful way. Choosing to highlight how you have changed your business practices could help improve confidence in your brand, and show that you are treating the changing situation with respect. (1990). The U.S. Census Bureau's population reports estimate that, by 2020, less than half of children under the age of 18 will be non-Hispanic white.