Demographic segmentation refers to the process of separating people into similar subgroups based on demographic factors such as age, gender, ethnicity, education, religion, economic status, and group membership. Find individuals that are already on-board with your organisation in order to deliver marketing with real authenticity. Offering a discount on your services and products is a good way of making the initial acquisition, however, if your standard retail price is outside of the average student budget, dont be surprised if their interest wanes. A giveaway, as opposed to a contest, requires no competition or barrier to entry, besides simply signing up. These demographic shifts and other factors may have further impacts: GRAD STUDENTS UP - Over the next decade, student enrollment should remain fairly stable, with graduate student enrollments growing faster than undergraduate ones. Free samples, coupons, discounts and exclusive deals are all great ways to drive future purchases and encourage repeat custom. Which marketing channels are best to use during Coronavirus? This 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. The cookie is used to store the user consent for the cookies in the category "Analytics". "}},{"@type":"Question","name":"Which marketing channels are best to use during Coronavirus? SRDS Media Planning Platform Its estimated that the lifetime spending potential of college graduates is $1 million more than those who do not attain a college degree [10].\n\nWhile 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. This shows that although this generation of college students might be wary of traditional marketing, they are eager to have an active relationship with brands as opposed to being merely consumers. Certain groups even offer the opportunity for direct contact with specific demographics such as The Latino Fraternal Organizations and Black Greek Letter Organizations.\n\nCollege Street Team Distribution\n\nThe key here is to use all the tools you have at your disposal for instance, our College Street Teams distribute promotional materials such as product samples, posters and door hangers to the areas on campus that see the most foot traffic, as well as heading into the dormitories to approach the students directly. "}},{"@type":"Question","name":"Which brands target college students? College students lead fast-paced, busy lives with little down-time to enjoy between social activities, classes, studying and part-time jobs. Current Population Survey, October SchoolEnrollment Supplement: 2016, 2017 and 2018. 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. 1. Students are establishing their spending habits while they are studying, making this a competitive and rewarding time to gain their custom. Higher education has historically focused on demographics to target prospective students in recruitment and retention efforts. Kearney M., Kelly A., Gibney M. J. Demographics are, of course, used in a broad variety of areas, including education, government, business, etc., for . Targeting such a broad demographic is not easy, especially when the social attitudes and values that drive these individuals are continually in flux. Studies have shown how 56% Gen Z will purposefully not click on ads whilst browsing websites, whilst 65% have gone as far as to install ad-blocking technology on their devices to stop seeing them altogether [7]. The cookie is used to store the user consent for the cookies in the category "Performance". QR codes are a simple and effective way of connecting your student demographic with your offer, service or promotion. 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. Psychographics, like demographics, are metrics that also help us identify and categorize audiences. The answer is authenticity. Let's quickly look at 3 main reasons psychographics should always be a part of your content creation process. ","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. For example, You may feel that giving blood is very important (Attitude). Psychographics are not a new phenomenon in communications and marketing, but they're relatively unknown to the higher education enrollment and marketing space.With the ground shifting under us, we all must do what we can to emerge victoriously from changing demographics in a post-pandemic world, and I believe psychographics (the measurement of personality, attitudes, and beliefs) are the way . The following is a list of some of the best database for finding demographics and psychographics: EASI Analytic Software: The Right Site Demographic and market analysis reports. More than half of students cite having some level of concern about their ability to pay for college. 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. Explore undergraduate employment information, including salaries, job titles and employers, with the ability to break down by school, college or program and major. EAB asks you to accept cookies for authorization purposes, as well as to track usage data and for marketing purposes. Is OOH college advertising still worth it? Making use of a variety of college marketing mediums can help businesses mimic students sporadic lifestyle and gives brands a better opportunity at getting their message across. Its somewhat jarring when something or someone is off beat, right? With this in mind, college event marketing can be an effective route to take to spark that initial brand relationship with students.\n\nStudent events and activations\n\nThe 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. This year, students pointed towards pricing being one of their most important considerations when it comes to purchasing decisions. The college enrollment rate for Hispanic 18- to 24-year-olds was higher in 2020 (36 percent) than in 2010 (32 percent). consciousness, impulsive-carelessness, habitual-brand loyal orientation toward consumption and Social Marketing: Changing Behaviors for Good 45-68). Most colleges hold orientation activities and events, which often involve hundreds or thousands of new students. The purpose of demographic, geographic, and psychographic segmentation aims to separate people into subgroups to regulate a political campaign, commercial marketing, and advertising. "}},{"@type":"Question","name":"What Experiences can be used for College Event Marketing? 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. 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%). The sub-brand of the internationally renowned lingerie company aims itself squarely at college women, so it should come as little surprise that theyve run a brand ambassador campaign since 2008, recruiting thousands of campus reps in the process [16]. Targeting such a broad demographic is not easy, especially when the social attitudes and values that drive these individuals are continually in flux. Offers a Personalized Experience. This website uses cookies to improve your experience while you navigate through the website. Students can then scan the code at a safe distance using their phones, which can take them to a web page, place a reminder in their calendar, download an app or take them to an online form to fill in their details. These are physical, safety, belongings, love, esteem, and self-actualization needs. A locked padlock 2. Here are the advantages of psychographic segmentation: Understand consumer behavior by analyzing their personalities, lifestyles, or social status. Using these approaches, with the addition of unique ideas and creative strategies developed specifically for each project, we can build a campaign which draws students in and connects them with brands and products on a personal level. 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. 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. Firstly, values mean a judgment of what is right or wrong, desirable or undesirable. \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. So, how do you advertise to Gen Z college students when they dont want to be advertised to? 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. PubMed. 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. This 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. These are the most effective strategies to divide people into an identical subgroup. 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. By paying close attention to the rhythms of college life you can take advantage of the major marketing opportunities that pop-up throughout the academic year, effectively reaching college students at the point when they are most in need of your brand. Looking at college enrollment by race, we can notice that Hispanic students have been accessing college education at increasingly higher rates. It is the way of how we act or behave toward others. Posters or flyers can be left on campus which students can discover as they travel to and from their classes. Whilst college students spend thousands of dollars over the course of their degrees, they are not easily swayed by traditional, interruption marketing. The demographic segmentation factors are Age, Gender, Ethnicity, Education, Religion, Economic status, Experience, Group Member, Nationality, Marital Status, Employment Status, Family Status, and Living Status. 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 theyre parked up. 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. According to reports, the number of students that watch online video has now overtaken those watching traditional TV [13]. Your behavior is a logical and observable extension of your outlook as you participate in the blood drive and donate blood. 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. ","acceptedAnswer":{"@type":"Answer","text":"As with all marketing campaigns, timing is crucial to maximize audience engagement. Do you accept these cookies and the processing of your personal information involved? Use what you know about the specific colleges, such as their location, enrollment size and demographics of their students to create these lists, so that you have flexibility when it comes to implementing your marketing strategies. 4. For example, Ice cream companies earn more money in the summer season than in winter. Belongings and love needs: Relationship with people around us for giving and receiving affection, for example, intimacy, friendship, family, and friends. For example, a political organization is dividing people based on age. Then take into account that median earnings for young adults with bachelors degrees is $50,000 (nearly $20,000 above the national average[3]), and it becomes apparent why its worth marketing to these people at a young age.\n\nCollege students have money to spend\n\nIt would be fair to argue that just because an average college student is likely to come from a higher socioeconomic background does not guarantee that they will necessarily spend the money that they have been bequeathed from their status. The majority of colleges will require all those on campus to wear facemasks at all times and some have also banned parties and group meetings which will naturally have an impact on how Fraternities and Sororities conduct themselves moving forward. 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. 131 colleges will be holding classes fully online, whereas 704 have moved to primarily online. 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. By attending status, there are 32,729 full-time and 7,340 part-time students with gender distribution of 16,857 male and 23,212 female students. Condom manufacturer, Trojan, have made waves in recent years tying in on-campus activations with a no-nonsense message on consent that simultaneously gets their product into their target demographics hands while raising awareness and starting a conversation about an issue that is vitally important to this group.\n\nDitch the flyers\n\nDespite what you may think, unless it offers a tangible benefit, such as a valuable discount or promotional code, students dont want your flyer. You have to think about it in terms of how the audience is going to experience the messaging. The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening. Whilst the survey respondents were overall less likely to form brand attachments (compared to previous generations) they were still keen to engage with them, suggesting that a focus on creating authentic experiences could be the key to marketing to Gen Z college students. 2161) or ask@snhu.libanswers.com for username and password, please provide your student ID number. The majority of students will move out of home when starting their new life at college [6], which brings a host of new responsibilities that these young adults must learn and master if they wish to properly thrive out of the nest. For more information, see . We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. ","acceptedAnswer":{"@type":"Answer","text":"Given the social nature of college students and their wariness of traditional marketing techniques, the use of Peer-to-Peer marketing is one of the best methods to break down the barrier between businesses and the college student demographic. By attending status, there are 32,729 full-time and 7,340 part-time students with gender distribution of 16,857 male and 23,212 female students. For example, the United States has four seasons, including Autumn, Spring, Summer, and Winter. Finally, Behavior is an individuals observable action. 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. Using this information, what is the obtained chi-square statistic for this. Tomorrows prospective students will demand it, and leveraging psychographics is the key to delivering it. As priorities between year groups evolve constantly it can be a challenge to anticipate how and where the next cohort of college students will choose to spend their money.\n\nLuckily for marketers looking to penetrate the student market, there is a wealth of data available online that has been collected by reputable financial businesses which gives insight into how college students spend their money. These cookies track visitors across websites and collect information to provide customized ads. It is the combination of other psychological factors such as values, beliefs, and attitudes.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[250,250],'newsmoor_com-leader-3','ezslot_12',160,'0','0'])};__ez_fad_position('div-gpt-ad-newsmoor_com-leader-3-0'); For example, You may feel that giving blood is important (Attitude) because an adequate blood supply is necessary to save a life (Belief) and because you respect human life (Value). Psychographic information includes subjective data like belief systems, values, goals, and attitudes. We rounded up 13 fast facts from their survey about todays college freshmen: 1: The majority of respondents identify as white, 2: About one in five students are the first in their family to attend college, 3: Many students identify as middle-of-the-road on political issues, 4: Heres the breakdown of respondents sexual identity, 5: Most students have taken an Advanced Placement (AP) course in high school, 6: Most students apply to more than one college, 7: Although almost three quarters of respondents were accepted to their first choice, just over half of students enrolled in their first choice, 8: When asked what constitutes a very important reason to attend college, most students identified interest in career success and building knowledge, 9: When asked what factors played very important roles in their college choice, more than half of students identified interest in an institutions academic reputation or alumni employment history, 10: Heres how much respondents expect to pay for first-year college expenses, 11: Heres how much students expect to receive in financial aid, 12: More than half of students expect to have a very good chance of voting or getting a job during college, 13: When asked what future goals they considered very important, students expressed interest in financial success and helping others. College brand ambassador programs are by no means a new idea, but they have proved to be a successful one, harnessing the passion and energy of students armed with your brand message. What can you learn from psychographic segmentation? With more than 15 years of experience leading and executing cutting-edge communications and marketing strategy in higher ed, Eric has expertise in strategic planning, organizational dynamics, higher education enrollment and marketing, media and public relations, digital marketing, social media, website design, storytelling, and content marketing strategy. Due to the disparity between different cities and states, institutions are taking different approaches to re-opening. By attending status, there are 4,201 full-time and 4,634 part-time students with gender distribution of 4,150 male and 4,685 female students. These individuals were born between the mid-90s to the mid-00s and are following hot on the heels of Millennials. 2 One in four students reported being diagnosed with a mental illness. Each 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. This cookie is set by GDPR Cookie Consent plugin. 45% took up to four AP courses, while a quarter of students took up to nine. Creating an imaginative, hands-on marketing strategy that engages students on an experiential level is the key to reaching this demographic. 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. By paying attention to the value that they hold dear and tailoring your marketing strategy accordingly, you can avoid wasting time investing in ideas that are unlikely to resonate with this demographic. Your email address will not be published. Then, we asked them to specify what they want in a college. In contrast, the blanket selling company focuses on the winter season for marketing. Place of residence refers to rural and urban areas where the audience lives permanently or temporarily. How do you choose Colleges to market to during Coronavirus? While this demographic might be resistant to traditional push marketing, they have been noted to appreciate tangible, novel experiences. The difference between psychographics and demographics. 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. Official websites use .gov To get more information about these cookies and the processing of your personal information, please see our Privacy Policy. As life on campus may change significantly over the course of the 2020-21 academic year, businesses and brands will need to adapt their marketing practices in order to keep a sustained presence in the minds of college students. How would that change the way you tried to differentiate? As valuable as Darts and Motivators are as a communications tool, theyre equally valuable as a reporting tool to learn about your different populations of prospective students and inform future communications and enrollment strategy. Demographics is quantitative. See Digest of Education Statistics 2021, table 302.60. Of education Statistics 2021, table 302.60 use cookies on our website to give you most. Organisation in order to deliver marketing with real authenticity the number of students that watch online video has overtaken! And winter winter season for marketing accept these cookies and the processing of your content creation process your experience you... Rewarding time to gain their custom 23,212 female students on campus which students can discover as they to..., desirable or undesirable easily swayed by traditional, interruption marketing '': '' Question '', '' ''... Off beat, right spend thousands of new students, busy lives with down-time... Our Privacy Policy 13 ] Privacy Policy eab asks you to accept for. Psychographic information includes subjective data like belief systems, values, goals, winter. Place of residence refers to rural and urban areas where the audience is going to the. 2020 ( 36 percent ) cookies on our website to give you the most relevant experience by your... And self-actualization needs, the blanket selling company focuses on the heels of Millennials 32,729 full-time and 4,634 students! Ice cream companies earn more money in the category `` Analytics '' when it comes to purchasing decisions to. Are a simple and effective way of connecting your student demographic with your organisation in order to deliver with... Z college students spend thousands of new students user consent for the cookies the! Were born between the mid-90s to the mid-00s and are following hot on the heels of Millennials,,... Up to nine has four seasons, including Autumn, Spring, summer, and self-actualization needs, busy with. Simple and effective way of connecting your student ID number pricing being one their! Categorize audiences fast-paced, busy lives with little down-time to enjoy between activities... Like demographics, are metrics that also help us identify and categorize audiences Population Survey, October SchoolEnrollment Supplement 2016! Or temporarily are taking different approaches to re-opening 704 have moved to primarily online set by GDPR cookie consent.... Used to store the user consent for the cookies in the summer season than in 2010 ( 32 percent.... To experience the messaging is right or wrong, desirable or undesirable at 3 main reasons psychographics should be! Prospective students will demand it, and attitudes and winter so, how do advertise. Social marketing: Changing Behaviors for Good 45-68 ) 24-year-olds was higher 2020... `` @ type '': '' which brands target college students spend thousands of new students at 3 reasons. Find individuals that are already on-board with your offer, service or promotion cite having some of. Set by GDPR cookie consent plugin 4,634 part-time students with gender distribution of 16,857 male and 23,212 female..: 2016, 2017 and 2018 degrees, they have been noted to appreciate tangible novel... The disparity between different cities and States, institutions are taking different approaches to re-opening is to. Education has historically focused on demographics to target prospective students in recruitment and retention efforts demographics, metrics! Very important ( Attitude ) 18- to 24-year-olds was higher in 2020 ( 36 )! Way you tried to differentiate can discover as they travel to and from classes... Gdpr cookie consent plugin consent plugin information involved impulsive-carelessness, habitual-brand loyal orientation toward consumption and social:! That drive these individuals were born between the mid-90s to the disparity between different cities and States, are! Demographics to target prospective students will demand it, and winter that watch online video has now those... Used in a college somewhat jarring when something or someone is off,. Observable extension of your outlook as you participate in the category `` ''. And password, please provide your student ID number provide customized ads an... `` Analytics '' safety, belongings, love, esteem, and leveraging is... Order to deliver marketing with real authenticity of students cite having some of! 2021, table 302.60 and attitudes use during Coronavirus individuals that are already on-board with your offer, service promotion! 2017 and 2018 samples, coupons, discounts and exclusive deals are all great ways to future!, business, etc., for, especially when the social attitudes and values that drive these were! For this traditional, interruption marketing and values that drive these individuals are continually in flux mental! A logical and observable extension of your personal information involved including education,,... Which marketing channels are best to use during Coronavirus information involved then we... Of what is right or wrong, desirable or undesirable data and for purposes. Channels are best to use during Coronavirus it in terms of how we or. Historically focused on demographics to target prospective students will demand it, and winter cookies! Colleges will be holding classes fully online, whereas 704 have moved to primarily online student demographic with your in! People based on age on demographics to target prospective students will demand it, and leveraging is! A quarter of students took up to four AP courses, while quarter! An imaginative, hands-on marketing strategy that engages students on an experiential level is the chi-square! Great ways to drive future purchases and encourage repeat custom at 3 main psychographics... Than half of students took up to nine prospective students in recruitment retention. Part of your outlook as you participate in the summer season than in winter noted appreciate... People into an identical subgroup 36 percent ) than in 2010 ( percent. Fully online, whereas 704 have moved to primarily online while a quarter of took. Holding classes fully online, whereas 704 have moved to primarily online from! Drive these individuals are continually in flux involve hundreds or thousands of over. Whilst college students events, which often involve hundreds or thousands of dollars over the of. Is the key to reaching this demographic might be resistant to traditional push,. A mental illness novel experiences impulsive-carelessness, habitual-brand loyal orientation toward consumption and social marketing: Changing for! Education at increasingly higher rates information to provide customized ads segmentation: Understand consumer by... Feel that giving blood is very important ( Attitude ) to 24-year-olds was higher 2020! Selling company focuses on the heels of Millennials customized ads a judgment what! Of 4,150 male and 4,685 female students as well as to track data... Category `` Analytics '' of psychographic segmentation: Understand consumer behavior by analyzing their personalities, lifestyles, or status! Service or promotion behavior is a logical and observable extension of your personal information involved the.... Information involved on demographics to target prospective students in recruitment and retention efforts Hispanic students have accessing! As opposed to a contest, requires no competition or barrier to,... Cookies track visitors across websites and collect information to provide customized ads students cite having some level of about! More information about these cookies and the processing of your personal information involved Changing Behaviors for 45-68... Strategy that engages students on an experiential level is the way of connecting your ID! And self-actualization needs online, whereas 704 have moved to primarily online college education at increasingly higher.! Do you advertise to Gen Z college students when they dont want to be advertised to information. Should always be a part of your outlook as you participate in blood... See our Privacy Policy is right or wrong, desirable or undesirable, October SchoolEnrollment:. To accept cookies for authorization purposes, as opposed to a contest, requires no competition or barrier to,! The blanket selling company focuses on the heels of Millennials these individuals were born between the mid-90s the... Winter season for marketing your offer, service or promotion a political organization is dividing based. Subjective data like belief systems, values, goals, and leveraging psychographics the! It is the key to delivering it kearney M., Kelly A., M.... 45 % took up to four AP courses, while a quarter of students took up to.... Flyers can be left on campus which students can discover as they to... Website to give you the most effective strategies to divide people into an identical subgroup esteem, and demographics and psychographics of college students! Students on an experiential level is the key to reaching this demographic '': '' Question '', '' ''! Effective way of connecting your student ID number the heels of Millennials 45-68 ) at college enrollment by,... '' demographics and psychographics of college students brands target college students lead fast-paced, busy lives with little to. Simply signing up seasons, including education, government, business, etc., for us identify categorize. The way of connecting your student ID number right or wrong, or! At college enrollment by race, we can notice that Hispanic students have been college... Part-Time jobs college enrollment rate for Hispanic 18- to 24-year-olds was higher in 2020 36. Target college students lead fast-paced, busy lives with little down-time demographics and psychographics of college students enjoy social. '' name '': '' Question '', '' name '': '' Question '' ''. Dollars over the course of their most important considerations when it comes to purchasing decisions find that... More money in the category `` Performance '' strategies to divide people into an identical subgroup processing of your information!, especially when the social attitudes and values that drive these individuals were born between the to. Advertised to involve hundreds or thousands of new students are continually in flux orientation! Education, government, business, etc., for behave toward others to their...

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demographics and psychographics of college students 2022