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college students spending power Archives | MSSmedia

How to Increase College Enrollment through Advertising

By | Buying Power of Millennials, Campus Advertising, Engaging Millennials, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising, Uncategorized | No Comments
Despite the growing number of majors and universities throughout the United States, college enrollment has experienced a decrease in the last year, per the National Student Clearinghouse Research Center. Here at MSSmedia, we deliver college recruitment campaigns that help increase student enrollment, in addition to promoting majors and recreational activities on campuses. For example, we ran an out-of-home branding campaign for the College of Nursing at the University of Houston, generating more than 400,000 impressions in promoting the college’s new field of studies. As campus experts, we’ve put together tips on how colleges and universities can generate engagement and establish a strong footprint in the campus space.

Start your student recruitment activities ASAP

As a college or university, you may need to devote more time to recruiting at lower grade-levels, such as high school sophomores, rather than trying to get their attention as seniors. This has proven to be effective in establishing relationships between higher education institutions and students. For instance, by emailing students with exciting news about their colleges or universities will help build trust and loyalty over time. Make them feel special, and let them imagine the campus experience they will soon be living. At MSSmedia, we have provided our university and college partners with both traditional and non-traditional advertising campaigns, such as out-of-home and social media services for the School of Hospitality at Florida International University (FIU) in Miami, FL, which ranked as the number one hospitality program in the nation for three consecutive years.

Run a mobile college enrollment campaign

Almost 5 billion people interact on their phones nowadays, so an optimal way for universities and colleges to target students and increase enrollment is through mobile advertising. After planning out your objectives, start thinking of a social media channel to engage students with your campaign. Is it Instagram, Facebook or Twitter? Keep in mind that you don’t need all of them, rather focus on quality over quantity. At MSSmedia, we have helped clients understand the right social media plan to establish trust and generate engagement among students. Just last year, we ran a mobile campaign on behalf of Pandora at FIU to increase brand engagement and drive in-store sales for Mother’s Day. At the end of the campaign, we delivered more than 50,000 impressions and over 300 clicks. Read More

The 5 Biggest Mistakes that Campus Advertisers Make

By | Campus Advertising, Generation Z, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
College Marketing and Advertising
Each fall, millions of students attending U.S. colleges and universities carry more than $400 billion in spending power. As students flock to campuses nationwide, there are endless opportunities for advertisers to get in front of millennial buyers.  At MSSmedia, we’ve worked with both advertisers and universities to run successful back-to-college campaigns for 15 years. We are college marketing experts that know the place, the products, and how to successfully deliver marketing strategies. In our 15 years of experience, we’ve seen clients and other agencies make critical errors in their campus advertising campaigns. To learn from their mistakes and execute the best campaign possible, we’ve put together a list of the 5 biggest mistakes that people make. Read on to avoid wasting your budget and resources in the college advertising world!

Not Knowing your Competition

One of the most efficient ways to understand your target market, is to study the competition. Analyze your competitors’ weaknesses and strengths. What do they offer that you don’t? Who are they are selling to? Understand what they are doing right, and what they may be doing wrong. Once you have outlined a plan, start looking at their social media presence! Look at things like their engagement rate on Facebook and Instagram. Search for their home page on LinkedIn and see if you can do better! Conducting an in-depth analysis of your competition will help you organize all your ideas and projects on how to market to millennials. Working with a company like MSSmedia who can help you conduct a competitive audit can put you ahead of the game. Our campus experts can help you redefine your advertising strategy and maximize your advertising budget.

Not Defining your Target Audience

After you have analyzed your competitors, identify a specific target audience that will best fit your product or service. Do you want to target local students, international students, or maybe student organizations? The options are countless; which is why you need to organize your stream of thoughts before going further in your marketing plan. Start by answering some of the following questions. How old is your target market? Where can you find the target audience you want to reach? What are some of the values the target cares for most? What are they most interested in? Campus OOH advertising can be integral to generating brand awareness among generation Z. In fact, research has shown that more than 70% of students pay attention to on campus billboards and posters.

After answering these questions, you can begin to create a sketch of the types of young people you are interested in reaching. With this strategy, you will be able to personalize your marketing message and identify specific characteristics that you may have not considered before. At MSSmedia, we know how to reach college students. For instance, one of our out-of-home campaigns with Panera was launched a few years ago at Ohio University and Virginia Tech. It featured various OOH installments in order to promote the new delivery to the two campuses. The campaign ended up being so successful in the number of impressions delivered (over 58 million) that Panera scheduled a similar campaign the year after. Read More

How to Effectively Use Social Media in the Public Health Space

By | Uncategorized | No Comments
social media in the public health space
When we think about social media marketing, the public health space rarely comes to the top of our minds. However, using social media platforms to raise public awareness in public health campaigns cannot be overlooked. In this article, we will cover how the two can go hand in hand. Let’s start with defining public health.

What is public health?

We define public health as “the science of assuring the safety of people while improving the health of communities through education, research, and policies.” The three main public health functions are to create public policies intended to solve local and national health problems. To make sure that all communities have access to efficient health care: to test the overall health of populations at risk to find health priorities.

The Opioid Crisis

Besides all the technical definitions, public health has been at the forefront of our conversations and new cycles because of the opioid crisis. The opioid crisis is affecting populations in America and Canada, and social media can be a powerful tool to solve this public health crisis.  We are all aware that people need pain medications regularly, but often difficult to educate both young and older generations to understand the right usage of meds. In 2016, several non-profit organizations that tried their best to train suburban communities to a healthier and more responsible lifestyle conducted the first opioid crisis response acts. Statistics related to opioid crisis did not improve. Social media marketing companies started to deepen their knowledge of public health concerns. For example, FCB New York, the U.S. Food and Drug Administration’s advertising agency, announced the launch of a new education campaign to help America understand the fundamental role of removing and disposing of unused prescription opioids from people’s homes.

The “Remove the Risk” campaign extends its social media marketing tips even on the FDA website in both Spanish and English to help individuals choose the best choice for their solution. Social media marketing books started to write about public health issues while giving out powerful suggestions on how to deal with public health concerns as a social media marketing agency. For instance, the “Social Media Marketing and Public Health: Theory and Practice” manual introduces conceptual approaches to influence positive behaviors that prevent diseases and promote healthier habits. Social media marketing took an important turn in today’s society, focusing on making an honest and powerful impact in people’s minds. At MSSmedia we have been creating a sincere difference for over 15 years, making our clients’ needs and objectives a priority. Read More

10 Tips for Advertising to Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z, Social Media Advertising | No Comments
Advertising to Millennials
As we all know, millennial generations are critically important to the Media and Communications industries. Some people don’t get them, others excuse them, but in order to successfully engage with them the best thing to do is to fully understand who they are and what they want.

So, what is a Millennial? The definition of a millennial is not unanimous. However, it usually refers to the age range between 18-35 years old. But, one of the first words that comes to mind when you think of the millennial generation is SOCIAL. Since Millennials were born during the years of change, such as the advent of digital marketing, they are known for being very active on all social media platforms and are always on top of key trends like food and fashion. However, besides these key millennial generation characteristics, there are many more to pay attention to (especially in the advertising game). In order to catch their attention and build their trust over time, it is important to follow these 10 tips when deciding to advertise to them.

 

SUPPORT A GOOD CAUSE

Supporting a good cause is the perfect way to incentivize your Millennial audience and to show that you care about making the world a better place.

General practices such as supporting a cause and using creative advertising methods will certainly help. For example, climate change has increasingly become a critical topic that many Millennials take seriously. So, once you have segmented your audience, start creating high-quality messaging with the mediums that you will use for the segments chosen. This can be in the form of a billboard, an advertisement on a bus shelter, or any other campus media that engages these younger generations while improving your ad positioning as well.

USE OOH ADVERTISEMENTS

Have you ever seen one of those billboards on the side of the road during rush hour and thought that it read your mind? OF COURSE. Out-of-home advertisements have been found as a very effective method to influence people’s purchasing power, specifically among Millennials. It is a fun type of advertisement that is to be straight to the point. In fact, studies show that OOH resonates with authentic and real-world experiences. The nature of billboard advertisements is to play off of our short attention span and provides a last-touch opportunity in the path to conversion. In this way, brands have the chance to resonate with young generations multiple times of day. At MSSmedia, we provide a suite of OOH campus media placements that will help your brand make an impact and a sincere difference. Curious? Check out our work here.

PODCASTS

Millennial audio consumption of all types has been increasing on a national scale. According to iHeartRadio, we are currently living in an audio-first world where streaming services, podcasts, and radio are gaining ground day after day. This year, 51 percent of American consumers reported listening to a podcast. At MSSmedia, we offer quality audio advertisement placements that capture users on streaming services nationwide.

PEER-TO-PEER MARKETING

Millennials and the Gen Z are interested in authenticity, not salesmanship. They prefer insights from people whose lives are like theirs – not from the ones that are “too cool” to be true. And, this characteristic of the millennial generations opens up the opportunity for peer-to-peer marketing to flood in. Peer-to-peer (P2P) marketing is a method where customers engage other customers through recommendations. With a big component being word of mouth, P2P is used on college campuses. But, social media, in the meantime, is the P2P equivalent in the business game. It doesn’t feel like a sales tactic, Millennials say. It is not pushy or self-focused. On the contrary, P2P lends authenticity while giving a voice to those who have nothing to gain but meaningful and reciprocal recommendations.

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College Marketing and Advertising

College Marketing: Advertise on University Campuses

By | Buying Power of Millennials | 6 Comments

College students represent one of the most valuable target markets. While in school, they are making their own purchasing decisions for the first time, which makes them impressionable for brands. If businesses can connect with students early on, they can form brand loyalties that will continue for the rest of the consumer’s life.

It is an investment for brands to target this tech-savvy, educated and connected market. 64% of a student’s income is discretionary and they have an estimated $417 billion in spending power. Upon graduation, their incomes will be significantly higher and they can now afford to pay for additional products and services offered at a higher price point. Students spend the most of their money at food, beverage, entertainment and retail stores, but this doesn’t exclude other industries from successfully garnering the attention of college students.

To capture this coveted market, brands need to place themselves where students spend most of their time, which is on college campuses. Marketing on campus promotes brand engagement and this can be done by utilizing numerous tactics. For example, a business can advertise in the school newspaper, employ brand ambassadors, offer student discounts, host giveaways and much more. As a leading provider of campus outdoor advertising solutions and mobile geo-targeting opportunities on college and university campuses nationwide, MSSmedia specializes in connecting brands with college students. The company offers advertisers a variety of outdoor advertising formats to reach the niche campus market in conjunction with on campus activations and digital marketing.

To learn how MSSmedia’s campus advertising solutions can help your college campaign, visit MSSmedia.com.

Capturing Millennials at Music Festivals

By | DNA of Millennials | One Comment

Flower headbands, good music and fun in the sun mean festival season is here. This also means millennials will be flocking to different cities across the nation to see their favorite musical artists. It’s an opportune time for brands to court this market through activations, social sharing and more. One of the most popular festivals is Coachella and the WSJ called it an event, “filled with a marketer’s dream: throngs of influential, open-minded and ready-to-spend millennials with plenty of time to kill.” Festival schedules allow for significant down time, which gives people time to explore sponsored tents, brand experiences and share on social.

The audience at festivals has expanded beyond the physical attendees. People are tuning in on social media to see which celebrities and influencers are attending, what they’re wearing and more. To tap the marketing opportunity presented by these festivals, brands produce on and off-site activations for people at home to enjoy as well.

On-site activations give brands access to the vast amount of people attending. According to a 2015 survey, 78% of millennials would rather pay for an experience than goods. Therefore at festivals, brands want to provide the best experience for this target. Below are a few successful examples of experiential marketing at Coachella.

H&M

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The retail chain hosted a pop-up shop with a 360-degree desert scene backdrop. Guests could film instant Instagram worth video clips. A strong digital tie-in reaches not only those who came to the event, but the people following them online.

Tag Heuer

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The official watch of the festival hosted a tented lounge in the VIP area. Guests could sip on refreshments and buy the new watch, but the main purpose of the tent wasn’t to sell watches. It was for the brand to get to know their new customer better.

Calvin Klein

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Instead of trying to break through the noise of the crowded festival grounds, brands such as Calvin Klein take their experiences off-site. They hosted about 25 digital influencers at a hotel in Palm Springs as part of a three day “branded experience” to complement the festival. The event garnered more than one million engagements on Instagram and Twitter in less than 24 hours.

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