What is Campus Marketing? How to do campus marketing

According to Baidu Encyclopedia: The term campus marketing (campus

marketing) is a concept put forward by Freshmedia, a well-known campus marketing organization. It mainly refers to the marketing activities for the segment of college students. Campus marketing is the use of marketing tools for the campus market. Campus marketing is a marketing method to promote products applicable to the campus community in schools. Campus marketing is in the new market environment. Enterprise marketing from the traditional marketing methods to personalized development of the inevitable trend, is the innovation of enterprise marketing methods and marketing potential rules of the organic combination. Enterprises in campus marketing activities, should grasp the specificity and novelty of campus marketing, to develop a set of targeted marketing programs, and do a good job of each program details, and strive to obtain good marketing results.

Before trying to do campus marketing, market operators should first think clearly:

What is the purpose of your campus?

If their own products and campus users are not particularly matched, just feel poor in the promotion, then this situation or suggest that you do not blindly across the campus. Just like a lot of erotic products, housekeeping and other products also look for me to do campus, this is not more money has no place to burn it?

The purpose of doing campus, I always summarize the following 4 points:

Low cost to get app (or website) registered users

Occupy the student market to get higher sales

Relying on the student population to increase the output of UGC content

Enhance the product's brand image

In the details of explaining how to start from scratch to do the campus, before I need to dispel a few misconceptions so that a portion of businesses that have the following intentions will be disabused of those thoughts.

Myth 1: Campus promotion is cheaper

Currently, the cost of campus ground push (registration) is at least 4 dollars; North, Guangzhou and Shenzhen is even higher, has been more than 6 dollars. Compared to online, the cost of geocaching is sometimes higher. Especially if you want to do outreach, the venue fee can easily be two or three thousand. If someone and you say he ground push cost only 1-2 dollars a registration, then you directly give him 20W, let him give you to push 15W real users.

Myth 2: activities on campus can be detonated by random dissemination

Many people do activities, they feel that the activities are not fun, the budget of 1,000, always thinking of pushing on campus can have tens of thousands of UV, bring thousands of registrations, which can only rely on the sentiment.

Misconception 3: overestimate the brand and data both

Of course, this idea is normal. But for campuses, the idea that you always want to push in the form of branding and that you can secure data is definitely problematic. To have good data, either sweep the floor to do ground push, so that the data can be ensured; to have good publicity, then plan an easy to participate in, fun activities to enhance publicity.

After finishing some of the campus market misconceptions, then you can enter the body of the text, a company how to start from scratch to do the campus?

Do you have to build a campus team to do campus?

Many people will be very concerned about the issue of campus channel construction, my advice is "for the campus-based products or e-commerce, o2o, community category, you can set up channels; and campus users are not a very good fit, but also not the above categories, be careful to self-build channels.

Self-constructed channels, on the one hand, need to be responsible for the channel of the people have a certain campus channel experience; on the other hand, the need to invest in a sufficient number of human and material resources (costs), in order to put the channel to form a good. And more than half of the company, that is, there is no experienced campus channel personnel, on the other hand, also do not intend to invest in the campus how much money, then it is better not to build the team.

To do campus does not necessarily have to have a team, there is no offline team can still play in the campus very slippery, the focus is on marketing ideas and ideas. Whether offline or online, the core is the product and good marketing activities, there are good marketing activities to do support, often with half the effort.

How to do campus without a campus team?

To do campus, the core is clear about their purpose, and to achieve their purpose. How can a company without a campus team do campus? Personally, I think three methods are the most feasible:

Hugging the thigh:

Companies that currently have their own campus teams also have overall campus publicity arrangements and monthly offline publicity activities. If these companies have good events and promotions, hitch a ride with them.

Doing activities:

Companies plan their own activities and publicity programs, usually about one issue per month; for example, September is the school season, October is the club orientation, November is the bachelor's day, December is the New Year and so on. In fact, every month the campus has its own main line of activities, your activities planned, this time can also be based on the needs of publicity, contact all kinds of offline teams, associations, etc. to help implement. Don't say you can't find someone to do it, can't find it to search for various local students part-time class QQ group.

Of course, your activities should be fun, such as planning "520 one-day couples activities", "double eleven embrace party" and other activities, the number of participants and the response is very good, to do an activity to do him well, do not just do an activity.

Pure push:

Pure push is the simplest, is to put up posters, send leaflets, sweeping push registration. Perhaps some people feel that the effect of sending a publicity page is not good, it is because your publicity page design is not good, and the distribution of staff execution is not strong. The best publicity page is to publicize activities, as long as the activity is easy to participate in, and fun, the effect will be very good. I've done a campus single fund leaflet distribution, conversion rate of 6% (WeChat attention), and leaflet production cost is low (1W general 50 or so).

Doing campus marketing, focusing on ideas and creativity, either pure ground push or with a small budget to hold the thigh of other campus channels. Now students are not like the time before 2010, more of their own ideas, seen a variety of marketing behavior is also more, not so good to fool.

How do you build your campus team?

For the construction of campus channels, the first push to recruit an experienced campus channel staff, even if it is an intern can be, so you can get twice the result with half the effort. If you think about it yourself, then it's too much trouble and the cycle is too long; generally not waiting for the channel to mature, the business may be cut off. How to recruit personnel in this area? Looking for other companies to do channels recommended or to the network recruitment and so on above to recruit faster.

If there is no additional preparation, can only do it yourself, then the channel construction can be divided into three parts, namely: name, documentation, recruitment. Completion of these three parts can also start the official work. General first from the company's location in the city to start, one after another to other core city development, do not start to lay the whole country, after all, not so much energy.

Name

That is, you need a name for this campus group, such as Campus Ambassadors, Super Interns, Lenovo's Elites, ASUS's Masters, etc.; and at the same time give a certain culture to the organization's profile.

Documents

Mainly refers to the formation of the campus channel of the necessary documents, generally including the team introduction PPT, team salary assessment form, the team onboarding information sheet and the team work strategy four parts. Team introduction PPT is mainly to introduce the company, products, team atmosphere and campus team work content and simple salary introduction; team salary assessment form is mainly to introduce the specific assessment content and salary; team entry information form is the basic information of the student; work strategy is the company according to the content of the work of the organization of the more appropriate way to promote.

Recruitment

The recruitment of the campus team is divided into five pieces:

One piece can be recruited through the internship part-time website;

The second piece is to be recruited through the part-time qq groups and micro-letter groups of the cities;

The third piece is to be recruited through the mechanism of the acquaintances or ambassadors recommending ambassadors;

The fourth piece is to be recruited through the official microblogging microblogging message to publish recruitment;

The fifth block is to recruit the local station supervisor, who is responsible for the recruitment of the team in the region to which he belongs.

The core of recruiting is to recognize you as a company, recognize the product and the team; the ability to second, because their work is more on the side of the implementation. As long as accept this work, in the appropriate guidance, will try to publicize.

How is the salary of the campus team assessed and formulated?

For many companies, there is always the fear that the ambassador will not work after giving the salary; if you don't give the salary, the ambassador will not work even more. At this time, the best is to task system and assessment form to let the team work. Develop a detailed salary assessment form, that is, list some of the daily work, the team can choose to do, you can also do it all, at the end of each month, according to the team's feedback (such as screenshots, photos, data, etc.) to determine the salary, in fact, also belongs to the pay-per-performance. Monthly wages of 300-500 in hand, the average student will be more interested in, too high, the enterprise certainly can not stand, too low, a lot of students will not be motivated. But if you are Baidu, Tencent, Ali, do not give money will be willing to work.

How is the campus team managed?

On the management of the team, it is no longer the age of chicken blood. No matter what team, without something that can satisfy them, this team will definitely die in the end; the demand is always reciprocal.

There are a lot of things that can satisfy them, such as money, internship certificates, job referrals, getting to know more people, teaching them some work skills (ppt, resume writing, etc.), sharing more knowledge, etc. You have to be able to provide them with what they need, or why would they work for you?

Money is not the most important thing. But, you as a team keep squeezing students and surely you won't end up doing it for long. If your own company offers less salary, then you can take some other brand's work to feed this team. At the same time, do a good job of daily communication, communication content casual, at least let everyone recognize you as a manager, from time to time you can see you (online), which also shows that the work of the channel is tired, because you have to often keep online.

Doing campus, no matter whether there is a channel or not, all hope is that more people know us, more people use our products. More communication with students, more from the perspective of the product, more variations.