Marketing to the campus crowd : everything you need to know to capture the $200 billion college market /
Morrison, David A.(David Ashley)
Chicago, Ill. : Dearborn Trade Pub.,
c2004.
Publisher description: Boost your company's bottom line and build long-term brand loyalty by tapping the $200 billion college market! College students spend over $200 billion annually, including more than 65% on non-essentials. Highly desirable, yet seemingly unpredictable, this elusive segment continues to evolve at warp speed. But the "real" college market is infinitely larger as it also includes parents, college-bound high school students, recent grads, alumni, faculty, and school administrators/institutional buyers. Whether you're an experienced college marketer or new to the field, Marketing to the Campus Crowd is required reading if you want to boost your company's bottom line and establish long-term brand loyalty with this lucrative audience. Filled with real-life examples and "Best in Class" case studies illustrating what works (and why), Marketing to the Campus Crowd will help you craft on-target strategies to successfully bridge your company's vision, culture, objectives, and resources with the unique world of today's campus crowd.
Includes bibliographical references (p. 233-239) and index.
A few notes -- Going back to school -- Why college marketing? ("what's all the fuss?" -- College marketing : past, present & future, or, the rise and "semi-fall" of the school monopoly -- The pre-college market -- The college market -- The post-collage market -- Gatekeepers : reaching the motherload through "big mother" -- The influencers -- Reaching the college crowd -- Seasonal marketing -- The Daewoo Motor Company : a good idea gone bad -- The co-branding strategies -- Concluding thoughts from a seasoned "insider" -- We want to hear from you!
Publisher description: Boost your company's bottom line and build long-term brand loyalty by tapping the $200 billion college market! College students spend over $200 billion annually, including more than 65% on non-essentials. Highly desirable, yet seemingly unpredictable, this elusive segment continues to evolve at warp speed. But the "real" college market is infinitely larger as it also includes parents, college-bound high school students, recent grads, alumni, faculty, and school administrators/institutional buyers. Whether you're an experienced college marketer or new to the field, Marketing to the Campus Crowd is required reading if you want to boost your company's bottom line and establish long-term brand loyalty with this lucrative audience. Filled with real-life examples and "Best in Class" case studies illustrating what works (and why), Marketing to the Campus Crowd will help you craft on-target strategies to successfully bridge your company's vision, culture, objectives, and resources with the unique world of today's campus crowd.
Universities and colleges