How to make a campus promotion plan

Campus promotion is a comprehensive promotion method for student groups. It is not limited to local promotion on campus, but actually covers all types of campus life online and offline.

Before doing campus promotion, the first thing you need to judge is whether the student group belongs to your core users. The spending power, interests and preferences of student groups in different regions, schools, and departments also vary. According to the product and needs can be further analyzed in detail.

A brief analysis of the campus market

First: From the perspective of the market environment, the campus market has a concentrated population and can be marketed and promoted in batches, and most cities have student gathering places like university towns. ;

Second: From the perspective of crowd attributes, college student groups have a tendency to follow the herd and are full of freshness about things. Moreover, the student group has a strong social attribute and is easy to spread topics;

Third: From the perspective of the communication environment, due to the attributes of the above two points, it is the first stop for many product promotions. In addition, the relatively low manpower and promotion costs here, the student group has received a bombardment of marketing in recent years. This This is a disadvantage of campus marketing. You can know this by looking at the amount of flyers distributed and the update rate of posters on campus;

Three levels of campus promotion

1. Obtaining government school authority Support

is divided into two categories: one is for those who are rich and powerful, like China Mobile, China Unicom, and Telecom, who can apply for a phone card as part of the admission process for new students, and even send the phone card with the admission notice , if you have such a level, you may not need to read this article; the other is that your product is needed by college students, and it is best to be related to serious matters such as study and employment.

It is said that it is the most direct and efficient way to persuade the Youth League and Provincial Committee to support the activities of your products on campus. However, since this opportunity is very rare, it is recommended that you first try to cooperate with campus in the early stage. Start piloting with one or two schools to explore forms of cooperation. Key universities generally have strict control over commercial activities. If you don’t want to hit a wall at the beginning, you can start with non-key colleges and universities.

Case: Job's "National College Student Resume Contest"

2. Obtaining rare user resources

The rare user resources held by the school official include: official "Rare data, performance credits, school promotion channels", for example, like the super curriculum, they not only open up the curriculum data, but also provide test score inquiry. With such data, students will naturally not worry about downloading, but how to obtain it? Such rare data depends on each company's methods.

For another example, if you hold an event on campus and promise to provide innovative credits to participating students, the number of registrations will definitely be full. Do you have the authority to allocate innovative credits? Netizens can spend some money to cooperate with the student union. The external relations department of the student union is responsible for soliciting sponsorship. You might as well start with them to establish campus channels.

3. Develop campus channels. Ambassador team

Campus ambassadors are the regular army of campus promotion. Each campus ambassador can develop department ambassadors and department ambassadors to form hierarchical management. They are not only the organizers of online and offline promotion activities on campus. , communicators and executors, who can introduce brands and products to student groups at the same school, assist in brand campus recruitment, etc., and can also work as a part-time team to carry out off-campus promotion activities.

For example, Baidu conducts nationwide promotions. Many universities have recruited large-scale campus ambassadors to promote Baidu Nuomi and promote public welfare activities.

Common campus activity cooperation

Society sponsorship: one is sponsorship and products. Related societies, one is to sponsor a larger and more popular society, which can be a long-term sponsorship or a sponsorship of a certain activity. This form of cooperation is unlikely to lose money.

Booth activities: It is usually organized by clubs or student unions. The app can cooperate with them to sponsor it, or it can be held by itself. The cost is low and the frequency is high. It can be held on holidays, weekends, and daily lunch and evening.

Large-scale activities: Most schools have activities held at the college level or above every semester, such as evening parties, debates, singing competitions, etc., which can be named or sponsored, and the frequency is relatively low. Cooperating schools It can happen almost once a month, which has great influence;

Spontaneous commercial activities: For example, the school network once successfully planned a free chartered bus to send students to the train station, etc. This kind of thing is more difficult to do now, but you can Try, but it is difficult to scale up, and key schools generally crack down on commercial behavior;

Commonly used promotion methods on Yilian Campus: online & offline

Online methods:

1. Moments and QQ groups

It is recommended to make full use of university student teams such as campus ambassadors for online school recommendation. They themselves are also core users of the product, and they know how to promote based on user psychology. First, you need to create QR code pictures for APP downloads dedicated to different schools. The school promotion staff can softly or hard recommend the APP to your friends, such as roommates, classmates, etc. You can also ask friends to help recommend them to friends; secondly, Recommend products, share event articles, spread H5 marketing pages, distribute coupons, etc. in Moments, QQ groups, and Renren homepages. The key is to have an incentive mechanism in place.

2. Sina Fan News, Campus Forum

College students usually follow a few fixed school accounts, so the fan communication plan is also simple. Every school basically has its own on-campus forum. If it is popular, you may want to place a banner advertisement, and the cost is not high. Baidu Tieba

Others, although the school Baidu Tieba and Renren are currently being criticized by everyone, they may as well be used as regular channels to carry out some simple activities, article display, etc.

Offline methods:

1. Basic methods: brochures, posters, flyers, cards, building numbers, calendars, curriculum, rulers, friendly reminders, etc. These are the basics Facility construction. The building number is used to remind everyone which floor they are on. Friendly reminders are generally: "Please keep quiet, do not disturb during lunch breaks, protect the environment, etc."

2. Planning activities: For example, Xiaonei.com once successfully planned an activity to charter a bus to send students to the train station for free. Another example is that some SNS websites organize entertainment activities, charity activities, etc. on university campuses.

3. Soft article promotion: Each school has its own magazines, newspapers, online media, etc. In order to give the APP more publicity opportunities, campus ambassadors usually choose to write some soft articles and publish them in relevant media. .

4. Class speech: The method of giving lectures from class to class is tiring, but the effect is often very good. First, the benefits are broad and direct.

5. Administrative means: Some campus ambassadors have wide connections in the school, or they themselves are the main cadres of the Youth League Committee, Student Union, and societies, so they use administrative means to guide others to register.

6. Word-of-mouth publicity: Mention the APP when you see it. For example, some campus ambassadors often promote the APP when showing slides at important meetings or speeches.

7. Hype publicity: Campus ambassadors are conditional and often like to create hype events under specific conditions. Such situations are often marked by events.

8. Promotional methods: Register to get gifts, or register to get discounts. Many people know that Xiaonei.com acquired users in exchange for chicken legs and Coke.

9. Banner promotion: Not every campus ambassador has the relationship to hang banners, but many people still use this method. The main reason is that banners often have a great publicity effect, especially banners hung on main roads, which can attract the attention of the crowd.

10. Campus commuter bus promotion: Larger schools often have special commuter buses or school buses, which are mainly used by students to go to and from get out of class. Advertising on the car body can often achieve good results. Because commuter buses shuttle through the school every day.

11. Attention promotion: For example, Xiaonei.com has special T-shirts, and people wearing Xiaonei.com clothing can often be seen wandering around the campus. Due to the special nature of the clothing, it is easy to attract attention.

12. Internet cafe promotion: The usual methods are posters, making temporary access cards, friendly reminders, computer numbers, setting as browser homepage, etc.

13. Store advertising inside and outside the campus: Small supermarkets, print shops, milk tea shops, restaurants, barber shops, optical shops and other shops of all sizes can discuss cooperation and post QR code advertisements for download.

14. Other special means:

(1) Bookmarks in the library magazine hall. The magazine room in the library is usually quite popular. Inserting a beautiful bookmark can often have a good effect.

(2) The school shows movies on weekends and inserts FLASH promotional videos in the middle. This method has a wide range of benefits and is very stimulating.

(3) Develop department ambassadors. Under each campus ambassador, there are also school ambassadors and department ambassadors. This method is very practical.

(4) The school holds report meetings, speeches, and large-scale activities. Before the activities begin, a beautiful advertisement is placed on each table. Usually, in this environment, everyone has more time.

(5) Before the meal starts in the school cafeteria, put up a small advertisement so that everyone can have something to read while taking a nap after eating.

(6) Blackboard propaganda, write promotional slogans on the classroom blackboard.

Some reminders from Yilian Campus

1. The monitoring of campus local promotion is a pain point and requires planning and supervision; there must be a plan in selecting schools, based on user attributes , find about 20 schools in each city that focus on marketing; local promotion is generally suitable for products that have just entered the market to obtain seed users;

2. You must be thick-skinned when doing campus promotion, most students are very If you are bored, you will come over to look at them if you pull them a little, and there are only a few who are aloof;

3. Students are very good at spreading the word. When they find good activities, they can easily attract all the people in the dormitory, so activities, posters , the copywriting should be as novel and interesting as possible;

4. For unknown applications, campus is not a place where you can quickly start selling them. Don’t be jealous of some well-known applications that are gaining popularity on campus. If students don’t know What is your application for? The form of driving volume is a pitfall;

5. It is the foundation for the app to carry out brand building for a period of time on campus. Once it has a certain reputation in the school, it will start to increase the volume. , otherwise there will be almost no retention;

6. Make full use of online platforms, forums, post bars, Weibo, and WeChat. Students are very concerned about their school’s information;

7 , The current campus promotion channels are chaotic, and the agents in the middle are extremely chaotic, and many can reach level 4-5;

8. The abilities of campus promotion personnel are uneven and difficult to manage; team recruitment In the early stage, the main thing is to recruit new people, and those who lack ability can be cultivated. The most important thing is to build the team and replenish fresh blood in a timely manner; in the later stage, selection will be done, and the fittest will survive and the better people will be retained;