When I was a college student at FSU, there was an art exhibit on campus that garnered a lot of attention. It was a confession booth where students would go and write their secrets anonymously. Later the artist would read the secrets and display them to the community in an effort to raise awareness about the inner struggles students face on campus and to show students they’re not alone. It’s very similar to Candy Chang’s interactive artist installation in Las Vegas.
This FSU art project attracted students’ attention on campus. People were curious about the confession booth and what it represented. Many students enjoyed participating and writing their secrets down, and both active participants and non-participants, found peoples’ stories and secrets fascinating and felt an emotional connection with their peers as a result.
Brands wanting to connect with college students and engage the student community, can do something similar with sticky note marketing. Brands can post questions on walls or bulletin boards around campus and have students fill out blank sticky notes with their answers and post them under the question. This allows engagement, co-creation, and bonding to occur.
However, it is highly imperative to come up with a question that is reflective of your brand, but doesn’t sound corporate, cheesy, or unauthentic. Students will want to participate if the question allows for creativity, self-expression, or humor. They want to be a part of something real and have genuine conversations with others. Take the time to develop a question that addresses dreams, community, social issues, or the student experience. Find the story first and then focus on the marketing, logistics, and execution.
When done right, sticky note marketing campaigns make a lasting impression with students and generate buzz on campus. It’s more than building brand awareness; these campaigns tap into the human experience and bring people together. Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” With sticky note marketing, you can make people feel.
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