Synopsis
Marketers spend well over $185 million in campus-specific advertising and promotions alone. The college market is one of the most lucrative groups targeted by marketers and advertisers today-and for good reason. Considered the heart and soul of the youth market, it encompasses college-bound high school graduates, current college students, recent college grads, parents of college students, alumni, college faculty, administrators, and institutional buyers. Currently enrolled college students alone represent 15.6 million voracious consumers who spend an estimated $200 billion annually. Whether you're an experienced college marketer or new to the field, Marketing to the Campus Crowd is required reading for any company eager to boost its bottom line and establish long-term brand loyalty. Industry expert and consultant David A. Morrison discusses the three most common mistakes, over 22 different traditional and emerging marketing channels, "Best in Class" case studies, and the underlying drivers of market behavior.
In addition, "Marketing to the Campus Crowd" features: key demographic and psychographic data; campus trends; special chapters on the pre- and post-college market; predictions of future paradigm shifts; a seven-point checklist for developing and implementing a successful marketing mix; the author's proprietary four-step IRRLe ("early") Method to harness the power of early adoption as a competitive advantage.
