Topics: Campus Media
The benefits of campus marketing campaigns are many, but where to focus your efforts? With almost 6,000 post-secondary institutions in the United States, it can be hard to choose the right areas to target. Let’s explore the best colleges for advertising to students.
When considering which schools are the "best" places to advertise, there are a number of factors to consider. What’s right for one company might not be ideal for another. Key factors to consider include your target audience, advertising goals, budget and the available advertising channels.
Factors That Determine the Best Colleges for Advertising to Students
Target Audience: Are you targeting a specific demographic (e.g., high-achieving students, students in a particular major, students from a certain geographic area)? Consider the demographics of the student body at each college.
Advertising Goals: Are you aiming for brand awareness, lead generation or direct sales? Different campuses and advertising channels are better suited for different goals.
Budget: Advertising costs vary significantly depending on the college and channels you choose. Consider what you can afford and what will provide the best return on investment.
Advertising Channels: Each campus provides a distinct mix of advertising channels. These may include:
- Digital advertising (social media, search engine marketing, targeted ads on college websites)
- Print advertising (student newspapers, magazines)
- On-campus advertising (posters, flyers, events)
- Partnerships with student organizations
The mix of advertising channels that’s right for your business depends on your specific target audience, advertising goals and budget.
"It doesn't matter where you are coming from. All that matters is where you are going."
– BRIAN TRACY
Types of Colleges to Consider for Your Campus Media Campaign
Large Public Universities: These institutions often have a diverse student body, making them suitable for broad-reach campaigns. On-campus events may be particularly effective at large public universities.
+ Learn why advertising to students at University of Central Florida is valuable.
Private Universities: These institutions may have a more specific student demographic. Targeted digital advertising and partnerships with student organizations can be especially valuable at private universities.
+ Learn why advertising to students at Howard University is valuable.
Community Colleges: These institutions provide opportunities to reach students seeking vocational training or affordable education. Geo-targeted digital and print advertisements may be particularly effective at community colleges.
+ Discover the benefits of advertising to low HHI college students.
Examples of the Best Colleges for Advertising to Students
Often, for small businesses, proximity is key. If you’re a local small business, looking to the largest campus in your market may be a great way to build brand awareness and bring in a new customer base.
If you’re a brand of scale or national business, the size of the school, notoriety or designated market area may dictate where your college media buy should occur. For example, Lyft ran a national campus campaign based on the key markets where they were launching their rideshare services (in Houston, they looked to the University of Houston, in LA they advertised at UCLA and USC and so forth).
Brand affinity also plays a role. For example, Rutgers students clearly have an existing affinity with the Rutgers brand. Therefore, the Rutgers School of Business can build greater awareness about their various programs, specialties, deadlines for applications etc. by advertising on the Rutgers transit system.
See our complete guide to advertising to university students.
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
