Summer advertising is a great way of reaching college students and incoming students, as colleges are less crowded and students have fewer distractions.
Summer, contrary to expectations, is an excellent time to begin a college advertising campaign. Though fewer students enroll in summer sessions, the number of students electing to attend summer classes is rapidly increasing. The summer mentality is quickly changing and colleges nationwide are adapting their programs to meet students’ needs. Dennis Nunes, head of the summer program at St. Cloud University, discusses this trend in behavior: “More students are using summer simply as another semester.” Donna Shea, director of Boston University’s summer program, expresses a similar belief: “Education is a year-round activity . . . . It’s now part of the whole educational package. They’re not taking summers off as they used to do.”
There are many reasons why students are choosing to take summer classes. The economy plays a significant role. Students struggle to find jobs in the summer and elect to attend classes instead. Plus, many students feel the pressure to finish college as quickly as possible, so they can begin careers or pursue graduate school. It is also an economical choice, as the tuition at most colleges is significantly lower for summer sessions than fall and spring semesters.
Increasing summer enrollments are not the only reason your company should utilize college advertising during the summer months. Summer sessions are more intense, meaning that college students spend more time in class and on campus. In the fall and spring semesters students can sometimes arrange their schedules to take classes three days a week or if they are extremely lucky two days a week, but in the summer time classes are a daily affair. This means you can engage with students on a daily basis, providing repeat engagement and maximizing exposure.
Summer advertising gives your brand an opportunity to rise above the noise. In the summer, colleges are less crowded and students have less school activities vying for their time. College sports are not in season, Greek life is almost non-existent, and summer work study jobs are rare. That being said, college students have less distractions and more time on their hands, making summer an excellent time for college advertising. Focus your efforts on quality interactions, rather than on quantity of students reached. Leaving a lasting impression will lead to word of mouth viral marketing and social media marketing.
Current students are not the only ones your college advertising campaign will reach. Many incoming students visit their college during the summer months to familiarize themselves with campus, to search for housing, to meet roommates, and for orientation activities. These incoming students are highly impressionable to college advertising. If your company can establish a relationship with these students early on, you can gain loyal customers for the next four years, if not longer. Don’t miss out on this window of opportunity; call NAM Youth Marketing today to discuss summer advertising solutions!