Why Institutions Don’t Want to Commercialize Their Campus —Marketing Challenges
Most brands want to activate on-campus, which is where the trouble starts
Guest Post by ALT TERRAIN
College student marketing plans often hit roadblocks. Most brands want to activate on-campus, which is where the trouble starts. Schools typically allow commercial brands on-campus if:
- sponsored by a student group
- your brand hires from the school
- the brand is already sold on campus
Understandably, higher education institutions don’t want to commercialize their campus. And, if they allow you to show up on-campus, there are restrictions (like only using a 5′ table with 2 brand ambassadors).
So, how does one reach college students? Just off-campus is the answer.
Often you can bring to life your brand visions via street teams, promo vehicles, local events, and partnerships with local businesses. This approach works exceptionally well at universities with 15,000+ student enrollments. The beauty is that most activities on public streets and sidewalk don’t require city permits. A just off-campus approach cuts the red tape, and allows you to show up and change plans whenever you like.
A just off-campus approach cuts the red tape, and allows you to show up and change plans whenever you like.
Cities with multiple big schools like New York, Los Angeles, Chicago, Philly, San Diego, and Atlanta make your marketing efforts more cost-effective. If you’d like to discuss your back-to-school ideas and find creative ways to activate them, introduce yourself!