Editor's introduction: Graduation season is coming, in the face of this year's freshmen sentiment, as a product operation or marketing personnel, how are you going to seize this node and build a corresponding marketing strategy? In this article, the author expresses his views and strategic thinking on graduation season marketing, let's take a look together. On the day Shanghai was unsealed, a series of offline posters in the fresh food section of RT-Mart hit the social media. Many friends in Shanghai were impressed by the copy of a poster and took the initiative to share and spread it in their circle of friends, and RT-Mart posters were also on the hot search. Picture from RT-Mart In all fairness, RT-Mart's posters may look and feel mediocre if they are launched on weekdays, but when they are launched in the landmark node of Shanghai's unsealing, they suddenly hit the public's emotions and formed a large-scale dissemination. It can be found that, whether the marketing effect is good or not, or whether the advertisement creativity is good or not, the important thing is still the public emotion and user's psychological insight behind. Excellent insights are capable of dialing up a thousand pounds. After the college entrance examination, the annual graduation season will soon come, I believe that many brands are preparing for the graduation season marketing and promotion, and the Time Fun Research Institute would like to share our insights and thoughts here. First, the unique 2022 graduates from the crowd, this year's group of graduates experience and face the social environment is extremely special, which also led to they will have different graduation emotions. The first reason is because of the impact of the epidemic. Three of the four years of college for this year's graduates have been an epidemic, and there may have been quite a bit of time during the epidemic when the home and school were closed, and online classes and online graduation have become the norm. The impact of the epidemic has led to a likely lack of sufficient offline communication and interaction among the current graduates, as well as a relative lack of collective cohesion, and thus a lack of a sense of belonging to the school community. Secondly, the external environment and the pressure of employment. 2022, the number of fresh graduates exceeded 10 million for the first time, coupled with the news of various layoffs, it is clear that the employment of fresh graduates will encounter enormous pressure. In addition, the outbreak of various major international events around the world tends to make graduates lack a sense of value, and the saying that "graduates are unemployed" seems to be popular again. Graduates should usually be full of confidence and sunshine, with the enterprising spirit and youthfulness of the newborn calves, but today's complex situation, so that this year's fresh graduates got a "purgatory-level script". In order to figure out the emotional needs of graduates, we not only did the qualitative reasoning analysis mentioned above, but also looked up a large number of research reports on fresh graduates this year, and even conducted in-depth interviews with graduate groups. Overall, there are three emotional value points for brands to cut into during the graduation season, and we will also provide a story sketch after each emotion for brands' reference. Emotion 1: Loneliness - Caring for the loneliness of graduating from the campus community is a common emotion among fresh graduates, but against the backdrop of the epidemic of homelessness, the daily loneliness of schooling has become even more y rooted in people's hearts. Brands can dispel the loneliness of graduates through "caring" and dig out the touching stories of graduates' lives. Story Sketch 1: On March 14, the district began a 14-day closure, Qin Wen wandered on the top floor, and on the rooftop where unused furniture and miscellaneous objects were piled up, he found a white kitten living in a cage, its body was dirty, and it smelled bad when he got close, which was a cat that the landlord had raised to catch rats. After that, Qin Wen went upstairs every day to change the kitten's water and add cat food. The kitten accompanied her through the days of being blocked and controlled, and Qin Wen said that it was the only friend that accompanied her in the strange city. Emotion 2: Disappointment - Precipitation I believe that for many graduates, the process of job search is the process of constant rejection, job search is also from the "student role" to the "social role" of the necessary path. The way to find a job is to change from the "student role" to the "social role". But the difference is that in this year's complex environment, fresh graduates may feel a sense of loss about their future. Brands can guide graduates to develop more skills to combat the negative emotions of entering the workplace and society. Story Sketch 2: With no news of the resumes they have submitted, Ichigo has changed to go online to job boards every 2 days to submit resumes and check for replies. She was worried that she would lose her confidence if she experienced the feeling of having her hopes dashed too often. Yige heard from her HR friends that the number of job openings had shrunk. If applicants can "walk on many legs", they will have a better edge in the competition. She tried to accumulate more skills. She arranges her mornings to write part-time articles and browse job boards. In the afternoon, she watched documentaries and excerpted copywriting. In the evening, she edits short videos and sends them to video platforms. She is planning to develop her career in the short-video scriptwriting industry, and these videos can be used as materials for accumulation. As she grows up and adapts to social life, good news begins to come from time to time. Emotion 3: Change - Turnaround Graduates enter the workplace then usher in life changes, which also involves the choice of work, such as the examination for public office and editorial, state-owned enterprises, private enterprises, and foreign-funded enterprises all imply different life paths. Under the epidemic environment, the attitude of fresh graduates towards changes may also be changing. Brands can output appropriate communication content for freshers' life changes and risk preferences. Story Sketch 3: In her sophomore year, Summer decided to take the public exam. As graduation approached, she logically applied for the national civil service exam and the selected candidate exam, but the embargo disrupted the original exam process. In her words, in front of the smooth participation in the examination, landing nucleic acid, return to school isolation, health treasure pop-up window and other layers of tests are negligible. After determining that she had not received an interview notice, Summer set her sights on state-owned enterprises and career programs. But just at this time, the campus began to close the school closed-loop management. Even though there are many uncertainties in the examination, summer still insisted on their own planning: wait for another wave of provincial exams, or wait for graduation to choose another organization. The best news she got recently was that she saw a state-owned enterprise accepting online exams and interviews, which made Summer feel "very, very warm and happy. Third, the graduation season content marketing direction reference to this part of the Times Interest Research Institute will give two specific content marketing ideas of the framework of the proposal, I hope to be able to brand certain inspiration, open the brand communication ideas. Idea 1: on behalf of the characters across the graduation creative content of the graduates got a "purgatory-level script", and the real world, there is no lack of a large number of stars, celebrities are in the "purgatory-level script" after the successful realization of the life of the comeback, we are familiar with Huang Bo, Yu Hewei and so on. The brand can tap into the case of such characters and make them more attractive to the public. Brands can tap into this kind of character case, let them travel to just when they once graduated, in the guise of graduates to talk, triggering the user's **** Ming and sense of immersion. In fact, each graduate is like a seed that is about to break through the ground, the stronger the soil, the better the seed buds. Idea 2: the representative character of the graduation speech linkage event graduation speech event in the previous two years, but compared to the pure online event, we can also be online and offline linkage, such as "life reversal" of the representative character at all levels, the schools in various regions of the tour speech, and in the speech activities to share the creative linkage setting. For example, the representative of "Life Reversal" will tour schools at all levels and in all regions, and set up creative sharing sessions during the speech activities to form an event communication. Of course, different brands face different market environments and communication resource conditions, so the above thoughts are just to draw attention to them.