I have lost count at how many student/fresher campaigns I have been involved in throughout my career. From standing on an open top bus dressed as a 6ft Corona bottle in Rotherham to sat on the floor packing thousands of goody bags full of bottle openers, mini bottles of vodka and condoms… it’s safe to say I’ve seen and done it all!
So following my 6-3-6 marketing model (click to read blog), we’re now in the 3-months to go danger zone when it comes to planning your Student welcome* marketing plan for 2024 (*this is the campaign formerly known as Freshers) hence I thought it was timely to share some advice and tips with how to activate the best campaign for your pub, bar, restaurant or café.
Whilst targeting students might not be for every hospitality business out there, for those of you located in a big UK student city… it’s a goldmine which can simply make or break your P&L!
According to UCAS, approximately 560,000 students were accepted to start their university courses in the UK in September 2023. While the exact number for September 2024 is not yet available, it is likely to be in a similar range, given the trends in university admissions.
So for this blog, I teamed up with the amazing team at Native; who power campus economies on a local level, connecting students with brands by way of 75+ Students’ Unions across the UK, they have unrivalled reach into the UK youth market, so well worth a chat.
With over 123 Freshers Fairs under Native’s belt from 2023 alone, I couldn’t think of anyone better to compile some top tips to ensure your 2024 student welcome campaign is a roaring success.
Here's a step-by-step guide to make the most of this vibrant opportunity to engage with students:
1. 🕵️ Do Your Research
Understanding your audience is crucial. Ask yourself:
What appeals to students? Focus on what matters most to them. This could range from career opportunities and internships to social causes and lifestyle enhancements.
How can you catch their eye? Students are attracted to vibrant, engaging, and innovative presentations. Think about what sets your organisation apart and how you can visually and interactively represent that.
Tip: Use surveys, social media insights, and feedback from previous fairs to tailor your approach.
2. 🎯 Set SMART Goals
Freshers Fairs can be overwhelming, so having clear objectives can keep your team focused and effective. Ensure your goals are:
· Specific: Define exactly what you want to achieve (e.g., "Sign up 200 new members").
· Measurable: Ensure you can track your progress (e.g., "Gather 150 email addresses").
· Achievable: Set realistic targets (e.g., "Distribute 500 brochures").
· Relevant: Align goals with your broader mission (e.g., "Raise awareness about our volunteering opportunities").
· Time-bound: Set deadlines to maintain momentum (e.g., "Achieve all goals by the end of the fair").
Tip: Brief your team on these goals and regularly check progress throughout the day.
3. 🔋 Bring the Energy
Students arrive at the fair feeling extremely excited and receptive. Matching their energy is key to drawing them in:
· Be enthusiastic and approachable: Smile, make eye contact, and engage in friendly conversations.
· Think outside the box: Use creative methods to stand out, such as interactive displays, games, music, fancy dress, live demonstrations, or competitions.
· Offer incentives: Freebies, contests, and exclusive offers can attract and retain student interest there and then.
Tip: Rotate your staff to ensure everyone stays fresh and enthusiastic throughout the event, it’s a long couple of days.
4. ⏰ Book in Early
The earlier you book your spot, the more time you have to plan and perfect your approach:
· Plan your strategy: Develop a comprehensive plan covering your stall setup, marketing materials, and engagement activities.
· Coordinate with the team: Assign roles and responsibilities to ensure smooth execution.
· Prepare materials: Have all your brochures, flyers, business cards, and digital presentations ready well in advance.
· Data, data, data: Use tablets, laptops, sign up forms, competitions to collect as much data as you can in a GDPR data compliant way. You can then create “student” tagged segments within your CRM for future comms away from your main database.
Tip: Use the extra time to also pre-promote your presence at the fair through social media and email newsletters.
Conclusion
With thoughtful preparation and a fun, dynamic approach, your Freshers campaign can leave an impression on students which will last with them for the duration of their student journey (and then some). Just start your planning now following my 6-3-6 model and everything will take care of itself.
If you need a little help in planning your 2024 campaign, please get in touch: Alan@SpacemanMarketing.co.uk
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