What are the Different Ways to Pay for College?

The term colleges and universities marketing is a concept proposed by China's largest campus culture media. Mainly refers to the marketing activities for college students as a subdivision. It refers to the adoption of marketing methods aimed at the university market. A marketing method to promote products suitable for campus groups in schools.

College marketing

Right!

The term colleges and universities marketing is a concept proposed by China's largest campus culture media. The main indicators for college students

Closed

College students have little contact with the TV media, and most of the information comes from radio and the Internet. The popularization and dissemination of information mainly depends on word of mouth among classmates, forming a relatively closed but active consumer market circle, and product acceptance. And popularity mainly depends on its reputation in the university market, that is, in the consumer circle of students, is an important market using relationship marketing techniques.

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Generally speaking, the purpose of a company's campus marketing activities is nothing more than two: to promote corporate image and brand reputation through publicity; or to sell its products on campus through activities. In this way, two main modes of corporate campus marketing activities can be divided according to different purposes.

To enhance image and visibility

Such marketing activities can affect both the actual consumers of the enterprise and the future consumers of the enterprise. Its forms are mainly as follows:

1. Establish awards, teaching, and bursaries in schools to strengthen their image dissemination. This method is a good way for those companies that are trying to expand their popularity, because it has a profound impact, it can bring a sense of honor to teachers and students, and it is easy to form a good reputation. This approach has been used by many companies. For example, Shenzhen Huawei Technologies Co., Ltd. has established scholarships in Fudan, Tsinghua, and Peking University; Shanghai Baoshan Iron and Steel (Group) Company has established scholarships and scholarships in 54 institutions.

2. Provide certain internship training opportunities. Some companies designate an association within the school to select students from a certain area to the company for a certain period of internship or training, and hold selection activities to allow students to enter the enterprise and gain a deeper understanding of the company and its products and operating processes, so that The company's reputation has been widely spread among classmates, and it has established an image of the company's focus on improving the quality and ability of college students, which has greatly shortened the distance with college students, and the cost of such activities is lower and the effect is very good.

For example, the career development department of college students founded by Procter & Gamble in 2005 aroused great enthusiasm for the participation of the student group, and played a good role in promoting the image of P & G. However, we should pay attention to the formation of detailed, specific, operable, and implementable plans in the setting, to avoid general talk, and to make students feel substantial gains.

3. Provide sponsorship for student activities. These companies are either well-known brand companies or college students as actual or potential customers. The main starting point of their sponsorship is to enhance their brand image, enhance brand reputation and popularity, or cultivate students' goodwill for their brand. , Promote the emotional closeness of potential consumer groups, or cultivate loyal and realistic consumers, or even directly stimulate their purchasing behavior. Motion zone is a successful example. When referring to the "motion zone" brand, people will naturally associate it with the fashionable new things of young people such as "McDonald's", "Jay Chou" and "Hip-hop". The 2005 Dynamic Zone sponsored by the Renmin University of China in the Capital College Street Dance Competition will show the most fashionable and trendy elements in the dynamic zone such as Young, Vitality, Dynamic, and Freedom. Not only the taste of students' consumption, but also the dynamic zone with the "coolest, most dazzling, most dynamic" fashion symbol.

4. Co-organize large-scale activities in schools. Generally speaking, many universities hold influential academic conferences or traditional entertainment programs every year. This large-scale event is characterized by its wide popularity, great influence and large number of participants. It is a good opportunity for companies to quickly expand their popularity and improve their own image. For example, the annual music festival "Song of Shadows" hosted by the Radio Station of Renmin University of China not only has a broad student base within the campus, but also has a great influence in the capital universities and colleges, attracting the assistance of many companies Participate and become a well-known campus original music brand.

5. Organize special events. Some companies cooperate with a student organization in the school to organize some activities for the purpose of disseminating their corporate image or promotional activities, which is conducive to the centralized marketing of the company.

6. Provide support for scientific research projects of schools or students. For example, at the 2005 Ninth Challenge Cup University Student Science and Technology Achievement Transfer Ceremony held by Fudan University, the science and technology work FIYFIRE electronic system design platform of Tsinghua University Wang Xiaofeng was priced at 4 million yuan, and a cooperation agreement was successfully signed with Sichuan Longtai Metal Co., Ltd The book attracted the attention of a large number of people.

7. Go to campus to carry out some live recording programs. This kind of activity is very attractive to students. Especially when shooting in the open air, not only the students actively sign up to participate, but also attract crowds of onlookers, which can have a good publicity effect on the company. The "2005 Pepsi Star Competition" was recorded live from the sea selection, semi-finals and semifinals, attracting nearly 1 million students from 97 universities in the capital and Hebei region, and more than 13,000 players signed up to participate in the competition for more than 3 months. The all-round publicity has greatly enhanced the brand awareness and reputation of Pepsi, deepened the connotation of the Pepsi brand, and gave college students more Pepsi brand experience.

8. Fight for naming rights on campus. This refers to the naming rights to a school building or department. This is a lasting, profound and most positive brand communication method for enterprises, and it is also one of the best ways to establish an excellent corporate image in the minds of students.

To promote on-site sales of corporate goods on campus

This kind of marketing activity is mainly affecting the actual consumers of the enterprise. Its forms are mainly as follows:

1. Cooperate with relevant departments of the school to undertake some business of the school for students.

2. Promote a series of services through the school. For example, in the banking industry, many college students can obtain a uniformly issued bank card as soon as they enter the school. In addition, introduce newcomers to the business of MoneyGram, online banking, telephone banking and other services.

3. Through cooperation with the school's work-study assistance center. For example, some students are recruited to sell their products on campus to provide them with opportunities to work and study. In such a way, the company has expanded its popularity on campus due to the early recruitment, and can get the opportunity to do promotions on campus.

4. Through cooperation with department teachers. Such as designating or recommending a course's teaching materials, tutoring materials or bibliographies are published by a certain publisher or a certain author's work, supplemented by discounts to promote book sales.

5. Construction of on-campus canteens and store sales terminals.

6. Enterprise sales staff face students directly. Sanyuan and Bright Dairy have specialized sales staff who are directly responsible for student ordering and adopt unified distribution and other methods.

7. Find a campus agent. The sales department or intermediary agency of some companies went to the campus to find some students as agents, and their products were passed to other students through these students.

Campus marketing is in the ascendant in China. There are still many problems, some of which are objective, and some are caused by insufficient marketing promotion.

In the above view, we have listed the main elements of campus marketing. When these elements are combined with each other, some major marketing models on campus are formed, which include: campus experiential marketing, diversified direct marketing (campus direct sales) , Database marketing), integrated marketing, and emerging marketing models with high success rates in the university market: word-of-mouth marketing and online marketing methods. In fact, there are no obvious differences and boundaries between these marketing models, and the marketing elements used will not There are great differences. We mainly distinguish these marketing models based on the focus of the marketing models themselves and the effects they seek. Below we discuss the characteristics of these marketing models:

1. Campus experiential marketing. This is the most common marketing model in campus promotion. The so-called experiential marketing refers to the customer-centricity of the company. Through the arrangement of events, scenarios, and the design of specific experience processes, customers have a wonderful and deep impression in the experience. And the process of obtaining the greatest spiritual satisfaction. In today's increasingly diversified consumer needs, personalized and diversified, customers have not only paid attention to the "functional value" brought by the product itself, but have also paid more attention to the "experience feeling" obtained in the process of product consumption.

When this method is implemented in the campus, we can use all marketing elements to display our products or services to target customers, that is, college students, from DM to POP to the most complex large-scale activities. This type of marketing model The advantage is that the method itself is simple and direct, and it can play a good role in promotion, help companies to build a brand on campus, and increase their reputation. When it comes to college students, not only can't the brand be promoted, but the two ends don't collapse.

2. Diversified direct marketing (campus direct sales, database marketing). Conceptually, direct marketing, "Direct Marketing" in English, is a marketing method that has gradually formed and developed rapidly in the United States in the past two decades. As more and more companies and institutions use this method as a way to communicate with consumers Channels and channels for selling products or services to consumers. As an industry, direct marketing has grown into a promising new industry. In the campus, we extend the concept of direct marketing, which is actually a concept that spans multiple levels of products and directly faces the consumer of college students. Direct marketing is mainly divided into two types on campus, one is based on direct sales on campus, and the other is based on the specificity of college student market for database marketing.

In terms of channels, campus direct sales are mainly divided into three types: campus store sales, campus display sales, and campus agency sales. According to different products, we can choose different sales methods. The choice of sales method is very important, but also pay attention to the management of the team.

In terms of campus database marketing, in short, it is to collect customer information in a certain form for systematic analysis, such as purchasing behavior and purchasing habits. At the same time, using this system to maintain contact with customers, you can Form the most direct communication with target customers. The main form of the system is network-based.

3. Integrated marketing. In terms of purpose, university integrated marketing can also be called joint marketing. When integrated marketing is conducted on the campus market, different manufacturers can cooperate based on the same product to jointly promote a concept.

4. Word-of-mouth marketing and online marketing. In the above, we have discussed that as an important feature of the college student market, emotionality and herd behavior are very prominent, which also determines that word of mouth can be used as an important or main marketing method in the college student market. How can we make use of such a concept of word of mouth marketing? First of all, under the guidance of this theory, when conducting promotional activities on university campuses, the effect of the activity may not depend on how many people there are on the site, but how many people they spread to after they return. Secondly, there is a concept of "information leader". Under this concept, there is such a student in the school. His consumption habits and views can even affect the entire campus. Therefore, he is called an opinion leader. With the extension of the concept, word-of-mouth marketing goes further than campus direct sales, and at the same time has a larger market and gains.

As for network marketing, it is not only in the campus market, but it is often more successful in the campus market. At the same time, it can use the resources of the network to achieve a large area of communication, coupled with appropriate landing activities, the effects of online marketing Not to be underestimated. Count, promote canvassing for yourself and make yourself the king of popularity! This is a new form of this type of draft activity in recent years, involving more network elements, and it can be called the quality of online marketing.