everything you need to know to capture the $ 200 billion college market Morrison, David A. Primary Author mixed material bibliography Chicago Dearbon 2004 en English

Printed Material

xix, 249 p. : figs., endnotes, index ; 24 cm. Marketers spend well over $185 million in campus-specific advertising and promotions alone. The college market is one of the most lucrative groups targeted by marketers and advertisers today-and for good reason. Considered the heart and soul of the youth market, it encompasses college-bound high school graduates, current college students, recent college grads, parents of college students, alumni, college faculty, administrators, and institutional buyers. Currently enrolled college students alone represent 15.6 million voracious consumers who spend an estimated $200 billion annually. Whether you’re an experienced college marketer or new to the field, Marketing to the Campus Crowd is required reading for any company eager to boost its bottom line and establish long-term brand loyalty. Industry expert and consultant David A. Morrison discusses the three most common mistakes, over 22 different traditional and emerging marketing channels, "Best in Class" case studies, and the underlying drivers of market behavior. In addition, Marketing to the Campus Crowd features: * Key demographic and psychographic data. * Campus trends. * Special chapters on the pre- and post-college market. * Predictions of future paradigm shifts. * A seven-point checklist for developing and implementing a successful marketing mix. * The author’s proprietary four-step IRRLe ("early") Method to harness the power of early adoption as a competitive advantage. TABLE OF CONTENTS Preface Acknowledgments About the Author Introduction The First Note: "Just the Facts, Ma’am" The Second Note: The $200-Billion Estimate The Third Note: References to Alcohol-Based Beverages The Final Note: Use of Examples 1. Going Back to School Looking Past the Hype The Freebie T The Ten-Second Download Today’s College Scene Is Not How You Remember It The Three Most Common "Killer" Mistakes Breaking Through the Clutter 2. Why College Marketing? ("What’s All the Fuss?") Some Statistics to Blow Your Mind Best in Class: The Blair Witch Goes to College Student Spending (and Spending and Spending) High Experimentation The Brand-Surfing Trap Trickle Triad Theory From Bands to Apples The Student Grapevine: The Power of Word of Mouth Bottom Line 3. College Marketing: Past, Present, and Future or the Rise and Semifall of the School Monopoly Higher Education Takes Root: From Beijing to Bologna to Boston (and Back to Beijing) The Birth of Feeder High Schools Best in Class: New York University Raids Its Archives The School Monopoly Beams Beyond the Campus Gates (and Goes Mainstream) Sidebar: School Branding Touches Nearly Everything The Monopoly Today Best in Class: On-Campus Soda Wars Breaking the Monopoly: Two Trojan Horses Sidebar: Revenge of the Real Animal House Current State of the Union Contemporary College Marketing: All Hail the Pizza King Distance Learning: Higher Ed Goes Higher Tech Behind the Bookstore Counter: Underlying Dynamics Driving Sales 4. The Precollege Market A Holistic Approach: Starting with the Seed Targeting Students Before They (Even) Arrive On-Campus Best in Class: Apple Plants the Seed A Potential Pitfall in Targeting College-Bound Consumers The Larger Precollege Market College-Bound High School Students: A New Mindset Providing Solutions How Early? The Baby Formula Sidebar: Brain Drain Corporate America Gets In on the Game 5. The College Market Uniquely Desirable Notable Demographics Sidebar: The Larger College Market Key Market Characteristics: Defining Psychographics Experimentation Gives Way to Adoption Looking Down the Road 6. The Postcollege Market Brand Loyalties in Flux: Oh No! Not Again Adultolescents: The Boomerang Phenomenon Hits Home (and Boosts Discretionary Spending) Sidebar: The Global Boomerang Phenomenon Entry into the "Real World": Taking Off the Corporate Blinders Get ’Em during Entry into "Real Life" Tapping the Power of the Alumni Network 7. Gatekeepers: Reaching the Mother Lode Through "Big Mother" The Gatekeeper Triad: School Administrators, Faculty, and Parents Quid Pro Quo: Give Us Your Tired, Your Poor (Students) ... and We’ll Give ’Em T-Shirts Student Credit Cards: Plastic? Fantastic! Credit Card Wars: The Battle for "Wallet Share" Best in Class: AT&T Universal Card Changes the Field Forever Best in Class: Visa and Others Educate Customers Best in Class: MasterCard’s "Letting Go" Television Commercial Cultivating and Maintaining School Relationships Best in Class: Coca-Cola Targets Students and Administrators Trumping Exclusivity Contracts A Look to the Future: Nike-Managed School Gyms? 8. The Influencers Word of Mouth Early Adopters and Category "Experts" So What’s Next?: The IRRLe Method Student Panels: The Building Blocks for Change Sidebar: The 30-Second Overview of Panel Research Best in Class: Aramark Provides a Lesson in Crisis Control 9. Reaching the College Crowd Selecting the Right Marketing Mix Segmentation Skeletal Classifications: Deconstructing and Reconstructing Consumer Profiles Best in Class: AT&T Universal Card Breaks the Mold with a Classic Segmentation Execution Best in Class: Targeting College Freshmen Strategic Implementation On-Campus Channels Best in Class: Cingular Gets Funky Off-Campus Channels Best in Class: Dr Pepper Hits the Beaches Best in Class: eCampus.com Goes to Hollywood 10. Timing: An Important Factor in College Marketing Timing Is Everything Welcome to Campus, Will That Be Semester or Trimester? Timing Factors: Breaking Murphy’s Law Seasonal Marketing Best in Class: IBM Takes Its Cues from the Seasons 11. The Original Daewoo Motor Company: A Good Idea Gone Bad The Good, the Bad, and the Ugly 12. Cobranding Strategies A Sum Greater Than Its Parts Student ID Cards The Corporate Connection College Life as TV Fodder: "Oh, the Drama!" Best in Class: Microsoft Heads Off to M.I.T. 13. Concluding Thoughts from a Seasoned Insider Words of Wisdom: The Seven College Rules Net Sum 14. We Want to Hear from You! Appendix A The Country’s 25 Largest Campuses Appendix B The Country’s Oldest Schools End Notes Index Marketing Segmentation Product Development Case Studies Marketing Strategy Consumer behaviour Higher education Market research Advertising BA/NNM 0793186005 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA/NNM Mor 32219 General (General) BA/NNM Mor Marketing_to_the_campus_crowd.jpg.jpg 30178 2004-12-30 00:00:00 2020-03-04 09:59:41 machine generated