Marketing to moments.
Marketing around moments has long been a chapter in the marketing playbook.
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The Pumpkin Spice Latte.
The premium sponsorship at the big trade show.
The discount coupon that was emailed to you on your birthday from your favorite brand.
The prized Super Bowl ad spot.
Marketing around moments has long been a chapter in the marketing playbook.
Unlike other markets, college represents an ongoing series of on-campus moments that brands can piggyback on to ride the hype that already exists at a local, regional, and/or national level.
The biggest opportunity here is for lesser-known brands to sneak in and make a creative splash. Big brands will always invest in the big, national moments. But every moment is significant on-campus and to the students.
Marketers — Think about how you can work your way into the times that are overlooked.
Organic social media and on-campus marketing are the secrets. Think about it like this: If everyone in a geo-targeted area—locally, regionally, or nationally—is thinking about and talking about a moment, you have a chance to tap into that social energy.
And in college towns, the social buzz tends to sync with what’s happening on campus.
There’s cultural attention built into college marketing. Tapping into it allows brands to boost their awareness by being part of that attention.
If the 18-24 demo is your target, consider aligning your marketing calendar with what’s happening on campuses. Things can get really fun.
— Nate
Campus moments include:
All things related to major college sports: football season kicks off, college football playoffs, College World Series, college basketball season tips off, march madness, etc.
Back to school/welcome week/freshman orientation.
Homecoming
[Insert cause] awareness month.
Spring break, summer break, winter break.
Midterms, finals.
Graduation.
Job fairs
Housing (time to re-sign new housing contracts). *Great for CPG companies.
Halloween.