By Kelli LeConti

Marketing to college students has become increasingly important today due to how impressionable the audience is. It can provide businesses with a slight challenge but ultimately presents an opportunity. Gen Z college students are highly engaged with technology and are always looking for what’s new and trendy.

I am a student Campus Launcher for DoorDash, actively engaging with students to increase brand presence on campus, organizing events, promotions, and outreach initiatives to drive app engagement and acquisition of new student Dash Pass users. DoorDash does a great job of creating and maintaining a presence on many college campuses across the country to unlock why campus marketing is important and how it leads to success. Here are key strategies to connect with students and help your brand stand out on college campuses.  

Host Campus Events

Having a physical presence is key. Setting up events or pop-ups is a highly effective way to interact with students and build excitement about your brand. A crucial part of a campus event is offering free giveaways, samples or organizing activities in collaboration with a campus organization. Another thing to keep in mind is aligning your events with major campus occasions, such as move-in day, homecoming, or finals. Capture student attention and create a lasting connection and association with your brand.  

Utilize Student Ambassadors

Campus ambassadors are a great way to keep your brand visible on campus. These students are hired to represent your brand and raise awareness among their peers. They can assist in organizing events, managing social media campaigns, and handing out promotional materials. As they are a part of the campus community, their involvement feels more natural and helps generate organic excitement that traditional marketing might not necessarily achieve.

  

Offer Exclusive Student Discounts

Price sensitivity is a huge factor for college students, arguably the most influencing factor for them. Offering student discounts designed for them can make your brand more attractive, such exclusive student-only deals or promotions that students can share with their friends. With DoorDash, I help promote their student DashPass plan which is specifically designed and catered to college students. It is offered at a reduced price and provides them several other perks and benefits.  

Social Media Presence: Fun and Shareable Content

To effectively engage today’s college students, you need a strong digital presence on social media platforms such as TikTok, Instagram and Snapchat. Students love sharing content and sending it to their friends, so focus on creating viral material that can give your campaign a boost. It can be anything from a creative hashtag challenge, a relatable meme or engaging TikTok videos. Your goal should be to create authentic and relatable content that appeals to the target demographic. Content that is fun, relevant and easy to engage with will encourage students to share it with their friends or even repost it.  

Influencer Partnerships

Collaborating with micro-influencers on campus is one of the best strategies for building trust and spreading awareness for your brand. While these influencers may not have a large following, they usually have a connected and engaged audience. Teaming up with student influencers who are actively involved in their communities can be a great way to effectively boost your message with genuine intention.

  

Collaborate with Campus Organizations

Campus clubs, fraternities, sororities and student organizations play a pivotal role in student life. Collaborating with these groups to sponsor events or giveaways can offer significant exposure. Since these organizations typically have dedicated followings and influence, partnering with them gives you access to targeted audiences across campus.  

Focus on Key Times

Timing your campaigns to coincide with important campus events, like the beginning of the semester, midterms or finals can enhance engagement. These moments offer a chance to connect with students who maybe feel stressed, excited or in a celebratory mood. By aligning your offers or promotions with these occasions, you ensure your brand stays fresh in students’ minds when they’re seeking solutions.  

Personalize Your Message

Lastly, college students are more receptive to brands that feel personal and understand their needs. Whether it’s late-night food delivery options, advice for getting through finals or recommendations for weekend activities, ensure your messaging reflects a genuine understanding of the student experience. 

 

Concluding Thoughts

This next generation of consumers is quick to make decisions about marketing that feels forced. You can successfully utilize campus marketing by being authentic, using campus influencers, creating experiences with events and staying up to date with the student mindset. By becoming a campus staple, you can build loyalty among students that lasts beyond their college years. 

References

Marketing Strategies For College Students

Marketing to College Students

The Best Ways to Reach College Students