While branding is always a hot topic in traditional types of advertising, and perhaps even more so in the last 5 or so years, branding with on campus marketing programs may actually be lacking in many ways. This is almost always the case with programs that are done without the assistance of a top college advertising agency.
In many situation companies that are planning to do on campus marketing are simply focused on the selling points of their product. These typically include the price and how their particular product is superior to the competition. While these are important considerations the college consumer is more aware and equally concerned in many ways with other aspects of your product and your branding.
What Values are you Promoting?
One of the biggest issues for on campus marketing programs is to ensure that the values or ethical and societal issues that your advertising invokes in its message are consistent with what your company is all about. There is nothing that will be more harmful to a marketing program than to appear to promote a value and not actually be embodying that in your business model and company culture.
For example, if you are selling a particular type of vehicle students today viewing on campus marketing of cars may be as interested in your company stance on renewable energy sources and alternative fuel options than on the time it takes for the vehicle to go from zero to sixty. Your marketing has to address the concerns of the target audience which may be different than that of the general population.
What Does Your Brand Stand For?
Your brand is more than just a logo or a unique graphic that represents your company in its design and colors. Instead, today’s branding through on campus marketing programs establishes your company’s philosophies on business, culture, social events and even your support for the college and local community.
By including these important elements in developing your brand identity through your on campus marketing you will find students that have similar values and see similar issues in the world around them as important. The key is in ensuring that your marketing program on campus helps clarify this for your target audience and is not just focused on immediate sales.
We are experts at creating authentic on campus marketing that will promote your brand in a consistent, positive way. To learn more find us online
