Plan a successful campus activity in the opening season of colleges and universities
First, the preliminary planning of brand activity marketing in college opening season
The pre-planning of brand marketing in college opening season needs to understand the current needs of freshmen, the theme of brand marketing in college opening season, the specific target audience of brand marketing in college opening season, what selling points of brand marketing in college opening season, the formulation of rules in college opening season marketing, the product selection of college opening season marketing, the time period and budget of college marketing activities and the prediction of expected effects of retention and transformation.
Among them, finding a clear marketing selling point of campus activities is the key to the brand's marketing of campus activities in the opening season of colleges and universities, and it is also the key factor to determine the final expected effect of the brand's marketing plan in the opening season of colleges and universities. The choice of brand products and their campus promotion channels during the marketing period of the opening season of colleges and universities follows the operation law of the four elements of products and channels. The purpose of campus marketing activities is to explore and promote the transformation of freshmen in colleges and universities by using products with brand advantages and high-quality campus promotion channels according to the selling points of products, and finally achieve the purpose of innovation and secondary transformation.
Plan a successful campus activity in the opening season of colleges and universities
1. Insight into the current needs of freshmen
Insight into the current needs of freshmen is the basis of planning the marketing plan for the opening season of colleges and universities. To understand what the needs of freshmen are at this stage. Why are there these needs? List and analyze one by one.
What the marketing staff of brand campus activities should do at this stage is how to meet their existing needs and make them feel very satisfied; Therefore, the brand will have a good word-of-mouth effect among freshmen in the opening season of colleges and universities, and these freshmen will eventually become the "campus ambassadors" of the brand spontaneously, which is the most perfect result.
Insight from the psychological needs of college students' consumer groups: analyze the psychological needs of college students' consumer groups at present, and what can be done to touch them?
Insight from the material needs of college students' consumer groups: analyze the material needs of college students' consumer groups at present, and what do they urgently need?
Excavate from the insight of competitors: According to the specific situation of competitors in the opening season of colleges and universities, understand their marketing and promotion strategies on campus in the opening season of colleges and universities, and never gain insight into the needs of college students' consumer groups through that form.
After digging out the needs of college students' consumer groups, the next step of campus activity marketing will be easy to do!
Plan a successful campus activity in the opening season of colleges and universities
2. Determine the theme of brand marketing activities in the opening season of universities.
The marketing theme of brand activities in the opening season of colleges and universities is generally formulated according to the university schedule of the opening season of colleges and universities, such as freshmen registration, military training and so on.
Generally speaking, the theme of brand marketing activities in the opening season of colleges and universities should not be too long, but should be concise, relevant, novel and unique.
The marketing theme of the brand in the opening season of colleges and universities should be accompanied by a subtitle or product selling point, so as to set off the distinctiveness of the theme of the activity and let the college students participating in the activity know the product selling point of the activity in a short time.
Plan a successful campus activity in the opening season of colleges and universities
3. Make clear the goal of marketing activities in the opening season of colleges and universities.
It is clear that the target of marketing activities in the opening season of colleges and universities refers to whether the marketing activities in the opening season of colleges and universities are specifically aimed at freshmen or old classmates, and the marketing selling points of new and old classmates are also different. Usually, the selling point for freshmen's consumer groups is large and the cost budget is relatively high; Specifically for the elderly college students' consumer groups, the core is to maintain the activity and secondary purchase transformation of the elderly college students' consumer groups, with less efforts in selling points and appropriate control of the expense budget.
Plan a successful campus activity in the opening season of colleges and universities
4. The selling points of products emphasized in the marketing of brand opening season activities.
As we said before, the selling point of the product is the key to the activity marketing in the opening season, which directly determines the promotion scope of the brand in the opening season and the key elements of the expected effect evaluation; Therefore, first of all, we should improve the planning of low-cost communication of activity marketing in the opening season of colleges and universities, and secondly, we should enhance the intention of attracting marketing audiences and its product selling points in the opening season of colleges and universities. These two points must be established within a reasonable campus marketing budget.
Plan a successful campus activity in the opening season of colleges and universities
(1) low-cost campus promotion:
Brand marketing in the opening season of colleges and universities should realize that both the sharer and the sharee will have rights and interests, so as to produce fission effect, more and more people will participate, and in addition, the sharer and the sharee will be indirectly transformed into their own member users.
(2) Attraction:
The attraction of the product selling point promoted by the brand in the opening season of colleges and universities is the booster for the marketing transformation of the opening season activities. But no matter what form it is expressed, the principle of controllable cost budget is ultimately indispensable, which maximizes the cost performance ratio of cost budget without losing its appeal.
Every time the brand plans an activity marketing in the opening season of colleges and universities, it can appropriately create one or two explosive products, use the explosive products for drainage and innovation, and then make a second correct guidance according to the second explosive products to create a sustainable consumption pattern.
5. Rules of marketing activities in the opening season of colleges and universities
Specifically, it explains and restricts some details of the marketing plan for the opening season of colleges and universities:
Whether the consumer groups of college students targeted by activity marketing are freshmen or older students, or not;
What criteria do I meet to get a reward?
Which products fall within the scope of marketing activities in the opening season?
Is it necessary to set a consumption threshold?
Is there a limit to the number of prizes?
Plan a successful campus activity in the opening season of colleges and universities
Is it necessary to set a participation threshold for college students' consumer groups to participate in activities?
Need to explain the contact person of marketing activities, such as offline campus advertisements, campus activity posters, mobile phone QR codes, etc.
Do the prizes of this activity overlap with other activities?
Description of collection time of activity prizes;
Instructions on how to contact customer service if you have any questions about the activity;
6. Product selection
Explosive product selection: choose 1-2, which has low standard cost, wide audience, strong acceptance, high communication cost and fast fission;
Selection of secondary explosives: the quantity depends on the specific situation of the brand, so as to correctly guide the secondary transformation, a small amount of profit space and a combination of high and low cost budgets;
Selection of general products: the quantity depends on the specific situation of the brand, with large profit space and easy acceptance by college students' consumer groups as the standard.
Plan a successful campus activity in the opening season of colleges and universities
7. The cycle length of marketing activities in the opening season of colleges and universities
There is no fixed standard for the duration of marketing activities in the opening season of colleges and universities, and the expected effect of the activities shall prevail. The duration depends on the duration and heat of the open season and varies according to the actual situation.
8. Budget and expected effect forecast
The cost budget of campus marketing activities: product cost budget, prize cost budget, activity sharing and publicity cost budget, plus activity planning and preparation cost budget.
Expected results: how many customers are obtained, order conversion, turnover, conversion rate of each link, ROI.
If there are many products, it is impossible to predict each product one by one, and only budget according to the average price, average transaction quantity and average transaction cost of all products.
9. Selection of campus promotion channels in the opening season of colleges and universities
Whether it is necessary to use various campus promotion channels or campus advertising channels to promote brand marketing activities in the opening season of colleges and universities depends on the scale of brand activities in the opening season and the specific budget of the brand that initiated the activities.
Combined with a certain number of campus online promotion channels, such as official WeChat account on campus, campus community, campus KOL and campus Weibo, it is the most cost-effective campus promotion channel at present in the opening season of colleges and universities!
Second, the preparation before the implementation of campus activities marketing
Preparation of 1. Active Materials
Campus roadshow venues, posters, leaflets, QR codes, official WeChat accounts, the construction of the brand's own community, and so on.
Step 2 Prepare promotional materials
Preheating and formal marketing tweets, campus promotion channels, etc. ;
Plan a successful campus activity in the opening season of colleges and universities
abstract
The marketing of campus activities in the opening season of colleges and universities is a very complicated matter, with a wide range of considerations and many details, from the high coordination of various matters in the opening season of colleges and universities to the correctness of every tweet and copy in the opening season of colleges and universities.
Plan a successful campus activity in the opening season of colleges and universities
Activity marketing is one of the main forms of campus marketing promotion. Its function is not only limited to the purpose of innovation, promotion and transformation, but also can enhance the brand's popularity and influence in the campus market and help expand the consumer groups of college students.
When the marketing of brand opening season is over, it is also necessary to make a summary. According to the actual effect of the activity, analyze the key points and clearly put forward optimization suggestions to avoid the same problem when doing campus marketing activities next time!