Being located near a college or university can be a real boon for your business. But with this crowd, traditional marketing tactics may not be as effective. Always keep an active presence on social media. And, try offering a student discount. College-aged customers are especially drawn to businesses that give back to their communities. So, you can use your coffee shop as a megaphone for a popular local cause, do some good for the world, and gain some new loyal customers in the process.