Topics: Campus Media
Campus media is a multi-million dollar industry, aiming to reach college students at a pivotal point in their development as consumers. But who actually sees these ads? The answer to the question “who do university ads reach” goes far beyond "college students." Let's break it down.
Who do university ads reach? A large, growing and diverse group of young adults with significant purchasing power.
In 2022-23, almost 25 million students enrolled in postsecondary institutions. Spring 2024 marked the second consecutive semester of enrollment growth, with an overall increase of 2.5%. Projections estimate that almost five million higher education degrees will be earned annually in the U.S. by 2032.
College campuses are becoming increasingly diverse. In 2022-23, freshmen women’s enrollment growth outpaced men’s. Undergraduate enrollment increased among all major ethnoracial groups except white students.
+ Advertise to multicultural college students effectively.
Because students from affluent backgrounds are significantly more likely to enroll in college, many college students can afford higher end housing, dining out, a variety of paid entertainment options and other non-essential and luxury purchases. In fact, college students collectively have $593 billion available to spend.
"Look to the horizon, spread your wings, and fly."
– TOM REILLY
Who do university ads reach? High school students.
A growing number of college students are below the age of 18. These are primarily high school students in dual enrollment classes. In 2022-23, the number of dual enrolled high school students grew for the third year in a row, accounting for nearly 28.1 percent of the undergraduate enrollment increases.
This is a prime time for businesses and brands to get in on the ground floor, create connections with this group of potential customers, present solutions to their challenges, and build brand trust and loyalty.
Who do university ads reach? Adult learners.
Students age 25 and older are a growing college demographic. In fact, the National Center for Education Statistics projects that the gap between the number of adult degree-seekers and traditional students will continue to decrease in coming years.
In addition to maintaining an existing job with new degree and/or skill requirements, adults look to higher education to advance their careers, pivot to new professions, satisfy personal goals, and serve as positive role models for their children. And of greatest relevance to marketers, advancements in education increase earning and spending power.
Who do university ads reach? International students.
Universities actively recruit students from around the world, using targeted campaigns that highlight international student services, visa support and English language programs. Through campus media campaigns, businesses can engage global audiences with local advertising.
Who do university ads reach? Parents and guardians.
From move-in and move-out days to weekend visits, sporting events, graduation ceremonies and more, parents and guardians are frequent visitors to college campuses. University advertising can drive traffic, engagement and sales among this demographic too. This is particularly true during the back-to-school season, when campus populations nearly triple in a short period.
Who do university ads reach? Faculty, staff and the general public.
Campus advertising reaches not only college students and their families, but also faculty, staff and members of the surrounding community. For example, through UH Health, the University of Houston offers affordable community health care for tens of thousands of UH students, faculty and staff, as well as the surrounding community.
+ Learn why advertising at UH is valuable.
Advertising at Rutgers University is an excellent way to reach a wide swath of the population. Not only does the school serve tens of thousands of students, it also offers educational programs for learners of all ages (from preschoolers to senior citizens) and has almost 24,000 faculty and staff members.
Rutgers is also New Jersey’s largest academic health center and patient care provider. This expands the audience for those advertising at Rutgers University to more than 1,300 health care professionals and the patients who visit them. There are 2.1 million annual patient visits to Rutgers Health faculty practices, centers, clinics, and institutes.
+ Learn why advertising at Rutgers is valuable.
Due to its significant size and central location, on-campus advertisements at University of Illinois Chicago will also reach large numbers of professionals and working adults, including more than 3,100 faculty and 11,000 full-time employees, as well as the general population in the west loop area of the Chicago Designated Market Area.
+ Learn why advertising at UIC is valuable.
University advertising is a complex and multifaceted endeavor. While traditional college students remain a primary target, the campus audience also includes high school students, adult learners, international students, parents, faculty and staff and the general public. Through campus ad campaigns, businesses can influence an extraordinarily large and diverse group of consumers.
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!
