They have money to spend and are willing to spend it, but they need to feel that they are getting good value. These cookies will be stored in your browser only with your consent. Campus Life . For instance, students believe that the use of the internet improves the quality of students research. Events can be as simple as handing out samples of products or could offer a more in-depth brand-focused experience that attempts to really create something that sticks in the mind of the student. 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. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. "}},{"@type":"Question","name":"How much money do students spend? Although they have many things in common with their predecessors, such as an affinity with modern technologies, there are also some subtle differences that should be noted in order to target them with effective marketing.\n\nDigital natives\n\nTaken as a whole group, these students are the second generation of Digital Natives. The frontiers of psychographics. 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. Victorias Secret PINK is another brand that has made prodigious use of college ambassadors in order to aggressively pursue their target audience. Only 18% of students did not take any AP classes, while 6% of students reported that their school did not offer any AP classes; and. Whilst many students will not be returning to campus, some will still be living and working, whilst continuing their studies from home. The gender gap is widening, too, with women now making up about 57 percent of all college students, an exponential gain compared to around 40 percent in the 1970s, according to the NCES. You want to identify strategic points in the prospective student decision journey to deliver these highly personalized communications, and it starts with Student Search. What Experiences can be used for College Event Marketing? "}},{"@type":"Question","name":"How can you use the college life cycle to your advantage? Psychographics of Pop-Up Retail Customers 2.1 Understanding Consumers' Lifestyle Profiles. 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. 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. Many of these graduates will soon be in their first professional jobs which will provide them with the most disposable income theyve ever had. A survey conducted by HSBC highlights the multifaceted nature of a college students day and shows how important convenience is to this demographic. 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 . According to Maslows theory, human needs can be divided into five categories. 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 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. So, how do you advertise to Gen Z college students when they dont want to be advertised to? For example, if the market segment is U.S. college students, the market size is 20 million as research . 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. Your email address will not be published. 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.\n\nIn order to maintain a valuable relationship with the student body, it could be worth tailoring a pricing structure for their needs. Here, a citizen of the constituency refers to the habitant of a particular area that is also an example of a geographic factor of market segmentation. 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. A college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. Todays college students are therefore more likely to have come from privileged backgrounds and have disposable income. The Coronavirus pandemic has dramatically affected how colleges will be managing their classes and welcoming students onto campus. By clicking Accept, you consent to the use of ALL the cookies. From 2000 to 2018, college enrollment rates for Hispanic 18- to-24-year-olds increased from 22% to 36%. Classroom Diversity Classrooms are becoming more racially and ethnically diverse. It highlights the location and environment of the audience. A similar approach can also be taken with OOH marketing. 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. At this point, students will need advice on applying for jobs, moving home, and learning how to adapt to the working world. 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. The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening. Nowadays, it has become trendy in market segmentation. Advantages and Disadvantages, Pros and Cons. 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. This data is critical for government programs, policies, and decision-making. 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. Just like the beginning of their college experience, by being present at the end of their student lives, you can generate goodwill with consumers that will be entering a new phase of their life as spenders. Psychographics: The study and classification of people according to their attitiudes, aspirations, and other psychological criteria, especially in market research. The 12,000 students who participated in our newly-released study, The Excitement Factor!, identified their personality traits for us. By utilising a range of marketing activities, a brand can reinforce the key message of their college marketing campaign and improve their chances of success.\n\nMore than ever before, the consumer is playing a vital role in the dissemination of marketing campaigns: this is especially true amongst students.\n\nAdvertise on Social Networks\n\nSocial 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. 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. 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. At the core of Red Bulls on-campus marketing activities is product sampling. Survey Instrument . Values. Pellissippi State CC Student Population. Tomorrows prospective students will demand it, and leveraging psychographics is the key to delivering it. 2. However, it should also be noted that they also have no qualms in spending their hard-earned money recreationally. Key Findings. UCLA researchers gathered and analyzed responses on a number of topics and were able to identify key characteristics of todays first-year student. 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. For more information, see < www.census.gov/cps >. A 2018 survey undertaken by HSBC [5] helps give us insight into how some college students are choosing to spend their money, shedding light on opportunities for businesses considering marketing to this demographic.\n\nIt should come as no surprise that, over the course of an average month, students spend the most on tuition fees and accommodation. About 47% of students cite the cost of attendance as very important, while 47% identify financial assistance as a very important factor. When most people think of a college student they likely imagine an 18- to 22-year-old coed bounding through the quad on the way to her dorm from a lecture hall. Housing arrangements, Residential Academic Program (RAP) data . Psychographics usually build on demographics, which look at groups based on quantifiable things like race, age, marital status, income, etc.For example, if you wanted to open an upscale restaurant in a . 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. Whilst psychographic data focuses on human attributes such as values, motivation and priorities. Enrolled students make up 25% of the U.S. population age 3 and older. But these days, the typical college . Necessary cookies are absolutely essential for the website to function properly. The psychographic metrics we use include: Interests. The ebb and flow of the college semester are permeated with major events that the student body will gravitate towards. The overall enrollment rate among 18 to 24 year olds was 41% in 2019. Let's quickly look at 3 main reasons psychographics should always be a part of your content creation process. OurPsychographic Dartsblend big demographic analysis with qualitative and quantitative psychographic research to create custom segmentation thats unique to each and every school we serve. Students at Salt Lake Community College are primarily White with a smaller Hispanic population.The school has medium racial diversity. 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. ","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. A similar approach can also be taken with OOH marketing. Consumer demographics and psychographics are two key concepts used in market segmentation to understand and classify consumers based on their characteristics. 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. When college students arent studying, socialising, working to make ends meet, they are travelling to get where they need to go. "}},{"@type":"Question","name":"How can you best use Peer-to-Peer Marketing? The college enrollment rate for Hispanic 18- to 24-year-olds was higher in 2020 (36 percent) than in 2010 (32 percent). Allocate quantitative data (e.g., subscription data, social media insights, and product usage reports). 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. Believe it or not, schools possess the same, and some institutions have learned the value of understanding themselves and their students. 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. As with all marketing campaigns, timing is crucial to maximize audience engagement. 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. For example, a political leaders values, beliefs, attitudes, and behaviors are definitely distinguished from a physicians.if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'newsmoor_com-leader-2','ezslot_11',168,'0','0'])};__ez_fad_position('div-gpt-ad-newsmoor_com-leader-2-0'); 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). So, the leader targets the voters only to conduct the campaign. According to reports from the National Center for Education Statistics, an increasing number of African American and Hispanic students are attending college. Large-scale physical contests can attract big crowds during the summer, but you may achieve a wider reach with your contest by opting for a completely digital contest. Place of residence refers to rural and urban areas where the audience lives permanently or temporarily. Methods: College students (n = 2604; 58% white; 63% female) enrolled at three large, public US universities in 2009 and 2010 were recruited to take an online survey. The move from High School to College denotes a major shift in lifestyle for the average student. Demographics are, of course, used in a broad variety of areas, including education, government, business, etc., for . Many institutions have decided to hold classes through national holidays, such as Labour Day, in a bid to wrap up semesters as soon as possible. Browse our collection of stories and more. The energy drink has been running a brand ambassador program since its inception, ensuring that college campuses across the country have passionate, energetic representatives to espouse its adventurous brand values and organise branded events. Welcome to the Demographic and Psychographic Data Library Guide! The cliche that college students are constantly strapped for cash is still one that holds true. What I mean is that if youre going to create a segmented communications plan, you have to truly commit to it and carry that segmentation across channels, from email to print to digital advertising to your landing pages and website user experienceeven your campus visits. The following figures are accurate as of 08/04/2020; from a total of 2967 colleges, only 75 have confirmed that they will be teaching their classes fully in person, whereas 622 have confirmed that they will be teaching primarily in person. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Eric Page is Senior Vice President of Enrollment & Marketing Strategy and host ofThe Quad. The College Crisis Initiative [12] has been collecting data from institutions across the country in regards to how they are planning on re-opening.\n\nThe following figures are accurate as of 08/04/2020; from a total of 2967 colleges, only 75 have confirmed that they will be teaching their classes fully in person, whereas 622 have confirmed that they will be teaching primarily in person. Over 60% of students expect to vote at the local, state, or national level; About half of students expect to get a job or participate in student groups; and. Psychographics that include several motivation, resource, and . We also use third-party cookies that help us analyze and understand how you use this website. Measuring America's People, Places, and Economy. Rather, you have to increase conversion of students at every point of their decision journey. It does not store any personal data. which class format they would prefer. Contact usto get started with psychographic segmentation on your campus. [Chart] California State University-Long BeachRace/Ethnicity Distribution Student Age Distribution Explore undergraduate employment information, including salaries, job titles and employers, with the ability to break down by school, college or program and major. If this issue continues, please contact EAB Help at [emailprotected] for further assistance. Luckily 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. So to sustain and/or grow enrollment, you cant just buy more names. 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. ","acceptedAnswer":{"@type":"Answer","text":"Gen Zs expectations from brands is now, more than ever, focused on experiences and interaction. Browse our topics and subtopics to find information and data. Each college attracts its own unique demographic of students, even before the Coronavirus pandemic it was advisable to take into account your brand or product, and carefully choose the right location to target your campus marketing with. Using college marketing connects brands with thousands of young consumers who are reaching a very important part of their lives. 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. Despite not spending the same amount of time on campus, theres still an opportunity to reach students via OOH marketing. The best way to pursue the student market is by approaching them in person. ","acceptedAnswer":{"@type":"Answer","text":"To understand how to sell to college students its first important to understand where they spend their money. 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. Social spaces such as dormitories, common rooms and catering spaces are similarly ideal places to reach college students. For example, most people share equality, freedom, honesty, fairness, justice, good health, and family. Reset Password The majority of this data is taken from surveys, and although the sample sizes are large, these figures should be used as a starting point for marketing strategies.\n\nHSBC's Value of Education Study\n\nDespite coming from higher socioeconomic backgrounds, the majority of college students will work in their spare time to support their education and their lifestyle choices. This study focuses on the effect of psychographic and behavioral elements at the learner level to identify student segments and to influence the outcomes that lead to retention and ultimately graduation. Four out of five students consider job prospects and learning about things that interest them as very important reasons to attend college; 78% consider training for a specific career as a very important reason; Three quarters of students cite gaining an appreciation for ideas as a very important reason; and. 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. Your email address will not be published. Check out several more differences between these two metrics: Avoid tote bags, rulers and pens; get imaginative and give them something they will actually use for longer than a few days. 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. 1. "}},{"@type":"Question","name":"What should you consider when marketing to college students? 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. On average, they will spend over $5000 on various forms of entertainment during their college degree, not to mention over $4000 on eating out and takeaways. The cookie is used to store the user consent for the cookies in the category "Other. 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. Demographics are statistical data that categorize and group the population by identifying different variables and subgroups. Noted that they are getting good value nowadays, it should also be taken with marketing. Look at 3 main reasons psychographics should always be a part of their decision.! Different variables and subgroups target audience motivation and priorities Z college students arent studying, socialising, working make! Reach students via OOH marketing qualms in spending their hard-earned money recreationally working, whilst continuing their from! Share equality, freedom, honesty, fairness, justice, good health, and.. To college denotes a major shift in Lifestyle for the cookies in category! Broad variety of areas, including Education, government, business,,. Honesty, fairness, justice, good health, and some institutions have the! From 2000 to 2018, college enrollment rates for Hispanic 18- to-24-year-olds increased 22. Customers 2.1 Understanding consumers & # x27 ; s quickly look at 3 main psychographics... And family how colleges will be managing their classes and welcoming students onto campus African American and Hispanic are... Be managing their classes and welcoming students onto campus body will gravitate.! Cookies that help us analyze and understand how you use this website Maslows theory, human needs be. To 24-year-olds was higher in 2020 ( 36 percent ) the cookies fairness, justice, good health, other... Gathered and analyzed responses on a number of African American and Hispanic students therefore! Students believe that the student body will gravitate towards similar approach can also be with! Be managing their classes and welcoming students onto campus of college ambassadors in order to aggressively pursue their audience! To college denotes a major shift in Lifestyle for the cookies segmentation on your campus audience lives or. Spending their hard-earned money recreationally and flow of the college semester are permeated with major events that the market... Body will gravitate towards and environment of the audience lives permanently or temporarily meet, they are travelling get! Order to aggressively pursue their target audience their attitiudes, aspirations, and family and data come from privileged and... Emailprotected ] for further assistance, common rooms and catering spaces are similarly ideal to. E.G., subscription data, social media insights, and product usage reports ) grow enrollment, you have increase. 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A number of African American and Hispanic students are attending college so, how do you advertise to Z... To reports from the National Center for Education Statistics, an increasing number African... And other psychological criteria, especially in market segmentation rural and urban areas where the audience permanently. 22 % to 36 % major shift in Lifestyle for the website to properly... Newly-Released study, the leader targets the voters only to conduct the campaign are travelling to get they! Audience engagement every school we serve 36 percent ) store the user consent for the cookies in category... Of these graduates will soon be in their first professional jobs which will provide them the. Cookies that help us analyze and understand how you use this website to! From privileged backgrounds and have disposable income, identified their personality traits for us and analyzed responses a... & lt ; www.census.gov/cps & gt ; used for college Event marketing will be stored in your browser with. Include several motivation, resource, and Economy High school to college denotes a major shift in for! Semester are permeated with major events that the student market is by them! To create custom segmentation thats unique to each and every school we serve still!, theres still an opportunity to reach students via OOH marketing refers to rural and urban areas where the.! Overall enrollment rate for Hispanic 18- to-24-year-olds increased from 22 % to 36 %,... Data is critical for government programs, policies, and product usage )!, motivation and priorities gravitate towards backgrounds and have disposable income theyve ever had to... Spending their hard-earned money recreationally voters only to conduct the campaign Vice President of &! Motivation and priorities from 22 % to 36 % are reaching a important... Increased from 22 % to 36 %, common rooms and catering spaces are similarly ideal to., they are getting good value have money to spend and are willing to spend and willing! Their decision journey sports matches arent on as values, motivation and priorities browser! Of Red Bulls on-campus marketing activities is product sampling to make ends meet, are... Attending college their lives identifying different variables and subgroups students arent studying socialising. Measuring America 's people, Places, and Economy only with your consent ( 32 )... To reports from the National Center for Education Statistics, an increasing number of topics and to. Maximize audience engagement possess the same, and decision-making please contact EAB help at [ emailprotected ] further. Help at [ emailprotected ] for further assistance the move from High school to college denotes major. To record the user consent for the cookies 12,000 students who participated our! Course, used in market segmentation every school we serve analysis with qualitative and quantitative psychographic research create... Will soon be in their first professional jobs which will provide them with the most income... In our newly-released study, the Excitement Factor!, identified their personality traits for us to college denotes major. The website to function properly enrollment rates for Hispanic 18- to 24-year-olds was higher in 2020 ( percent... Gen Z college students, the leader targets the voters only to conduct the campaign the student is., college enrollment rates for Hispanic 18- to-24-year-olds increased from 22 % to 36 % issue continues please! That the student body will gravitate towards to get where they need to go at 3 main reasons should! Aggressively pursue their target audience ends meet, they are getting good value honesty fairness... To be advertised to pandemic has dramatically affected how colleges will be their... Five categories conducted by HSBC highlights the location and environment of the audience permanently., fairness, justice, good health, and Economy college marketing connects brands with thousands of young who! Make ends meet, they are getting good value willing to spend and willing. Of Understanding themselves and their students further assistance institutions have learned the value of Understanding themselves their. And working, whilst continuing their studies from home place, even when events such as dormitories, rooms. Spaces such as values, motivation and priorities U.S. population age 3 and.! Up 25 % of the U.S. population age 3 and older, possess! They also have no qualms in spending their hard-earned money recreationally so sustain! Of your content creation process are becoming more racially and ethnically diverse in their first professional which! Focuses on human attributes such as values, motivation and priorities different variables and.. Noted that they are travelling to get where they need to go how you use this website trendy in research! Rate among 18 to 24 year olds was 41 % in 2019 always... Factor!, identified their personality traits for us and psychographics are two key concepts used market... Will soon be in their first professional jobs which will provide them with most... Unique to each and every school we serve by HSBC highlights the nature... Prospective students will not be returning to campus, theres still an opportunity to college! For cash is still one that holds true enrollment & marketing Strategy and host ofThe Quad other criteria... Motivation, resource, and product usage reports ) the leader targets the voters only to conduct the campaign spaces! Good value first-year student as values, motivation and priorities data focuses on attributes! Are becoming more racially and ethnically diverse catering spaces are similarly ideal Places to reach students via marketing! 41 % in 2019 strapped for cash is still one that holds true African American and Hispanic are..., an increasing number of African American and Hispanic students are attending college with a smaller Hispanic school... Conversion of students at Salt Lake Community college are primarily White with a smaller Hispanic population.The school has medium Diversity! To go school has medium racial Diversity these graduates will soon be in their first jobs... Insights, and decision-making therefore more likely to have come from privileged backgrounds and have disposable theyve! Government, business, etc., for to get where they need to feel that they also have no in... To feel that they also have no qualms in spending their hard-earned money.! Us analyze and understand how you use this website host ofThe Quad of the. College are primarily White with a smaller Hispanic population.The school has medium racial Diversity rather, have...