Campus promotion is a comprehensive promotion method aimed at student groups, which is not limited to campus promotion, but actually covers all kinds 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 consumption ability and interests of the student groups in different regions, schools and departments are also different, which can be further analyzed according to the products and needs.

A brief analysis of the campus market

First, from the market environment, the campus market is crowded and can be marketed in batches, and most cities have students' concentrated places like university towns;

second, from the point of view of crowd attribute, the college students' group has conformity and novelty, and the student group has strong community attribute, which is easy to spread the topic;

Third, from the perspective of communication environment, because of the above two attributes, it is the first stop of many products promotion, and the relative manpower and promotion cost are relatively low here. In recent years, student groups have been bombarded with marketing, which is the disadvantage of campus marketing. Just look at the amount of leaflets distributed on campus and the poster update rate.

There are three levels of campus promotion.

First, there are two categories: one is rich and powerful, like China Mobile, China Unicom and China Telecom, which can make calling cards one of the enrollment processes for freshmen, and even send calling cards with the admission notice. If there is such a level, you may not need to read this article; The other is that your products are needed by college students, and it is best to be related to serious things such as study and employment.

It is said that it is the most direct and efficient way to persuade the Communist Youth League Committee to support the activities of your products on campus. However, since this opportunity is rare, it is suggested that we should start with one or two schools to explore the forms of cooperation at the initial stage of campus cooperation. Key colleges and universities are generally very strict with commercialization. If you don't want to hit a snag at the beginning, you can start from a non-key institution.

Case: Job's Resume of the National College Student Resume Competition

II. Obtaining Rare User Resources

The rare user resources held by the school officials include: official rare data, grades and credits, and school promotion channels ",such as the super curriculum. They not only open the curriculum data, but also provide exam results query. With such data, students naturally don't have to download it, but how to get it?

For another example, if you hold an activity on campus and promise to provide innovative credits to the students who participate in the activity, the registration will be full. Who has the authority to allocate innovative credits? Netizens can spend some money to cooperate with the student union, and the external relations department of the student union is responsible for soliciting sponsorship. We might as well start from them to establish campus channels.

Third, develop a team of campus ambassadors

Campus ambassadors can be regarded as the regular army of campus promotion, and under each campus ambassador, we can develop college ambassadors and department ambassadors to form hierarchical management. They are not only organizers, disseminators and executors of online and offline promotion activities on campus, but also can introduce brands and products to students in the same school, assist in the recruitment of brands on campus, etc., and can also cooperate as part-time teams to carry out off-campus promotion activities.

For example, Baidu has recruited large-scale campus ambassadors in many universities across the country to promote Baidu glutinous rice and public welfare activities.

Common cooperation in campus activities

Community sponsorship: one is to sponsor product-related societies, and the other is to sponsor large-scale and high-profile societies, which can be long-term sponsorship or sponsorship of an activity. This form of cooperation is unlikely to lose money.

booth activities: generally, they are organized by societies or student unions, and the app can co-sponsor with them or organize them by itself. Low cost, high frequency, and can be carried out on holidays, weekends and daily afternoon and evening.

Large-scale activities: Most schools hold activities at or above the college level every semester, such as parties, debates, singing competitions, etc., which can be named or sponsored. The frequency is relatively low, and more cooperative schools can hold them almost once a month, which has great influence;

Spontaneous commercial activities: For example, the intranet once successfully planned to send students to the railway station by chartered bus for free, which is difficult to do now and can be tried, but it is difficult to scale up, and key schools generally crack down on commercial activities;

common promotion methods of Yilian campus: online &; Offline

Online mode:

1. Friends circle, QQ group

Online colonel recommendation is fully carried out with the help of college students' teams such as campus ambassadors. They are also the core users of products themselves, and they know how to promote according to users' psychology. First of all, we should make special apps for different schools to download QR code pictures, and push the apps to our friends, such as roommates and classmates, through school promoters, or ask friends to help recommend them to friends; Then, in the circle of friends, QQ group, everyone's homepage, recommending products, sharing activity articles, spreading H5 marketing pages, distributing coupons, etc., the key is to do a good job in the incentive mechanism.

2. Sina Fantong, Campus Forum

College students usually pay attention to several fixed school accounts, so the launch plan of Fantong is also simple. Every school basically has its own on-campus forum. Those with high popularity may wish to vote for banner advertisements, and the cost is not high. Baidu Post Bar

Others, Baidu Post Bar and Renren. com, although everyone is singing bad at present, may as well conduct some simple activity articles as regular channels.

Offline mode:

1. Basic means: brochures, posters, leaflets, cards, building numbers, calendars, timetables, rulers, friendly tips, etc., which belong to infrastructure construction. The building number is used to remind everyone what floor they are on, and the friendly tips are generally: "Please keep quiet, do not disturb during the lunch break, protect the environment, etc.".

2. Planning activities: For example, the campus network has successfully planned the activities of sending students to the railway station by car for free, and for example, some SNS websites hold entertainment activities and love activities on the university campus.

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

4. Class lecture: The lecture tour in one class, although tiring, is often effective. First, it benefits a wide range, but it is direct.

5. Administrative means: Some campus ambassadors have a wide network of contacts in the school, or they are the main cadres of the Youth League Committee, so they use administrative means to guide others to register.

6. Word-of-mouth publicity: mention the APP when you meet people. For example, some campus ambassadors often attach a publicity APP when they want to show slides at important meetings and speeches.

7. hype: campus ambassadors who have the conditions often like to make hype events under certain conditions. Such a situation is often marked by events.

8. Promotion means: that is, registering to give gifts, or registering to get discounts, etc. Many people know that the intranet was originally exchanged for users with chicken legs and coke.

9. Banner publicity: Not every campus ambassador has this relationship to hang up, but many people still use this method. The main reason is that the publicity effect of banners is often great, especially the banners hanging on the main roads can attract people's attention.

1. Campus commuter bus publicity: Larger schools often have special commuter buses or school buses, which are mainly used for students to go to and from classes. Advertising on the car body can often get good results. Because the commuter bus runs through the school every day.

11. Pay attention to publicity: For example, there are special T-shirts on the campus net, and people wearing school net clothes can often be seen wandering around the campus. Because of the particularity of clothing, it is easy to attract people's attention.

12. Internet cafe publicity: The usual means are posters, making temporary computer cards, friendly tips, computer numbers, and setting them as browser home pages.

13. Shop advertisements on and off campus: Small supermarkets, printing shops, tea shops, restaurants, barbershops, optical shops and other shops, regardless of their size, can talk about cooperation and post QR code advertisements for download.

14. Other special means:

(1) Bookmarks are inserted in library journal Hall. The magazine room in the library is usually popular. Inserting a beautiful bookmark can often have a good effect.

(2) Movies are shown at school on weekends, and FLASH videos are inserted in the middle. This method has a wide range of benefits and is very irritating.

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

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

(5) Before the school cafeteria starts eating, put a small advertisement so that everyone can have something to read when they have a nap.

(6) blackboard propaganda, writing propaganda slogans on the blackboard in the classroom.

Some reminders of Yilian campus

1. The monitoring of campus push is a pain point, which needs to be planned and supervised; There should be a plan in the choice of schools, and according to the user attributes, we should find about 2% of the school key marketing in each city; Push is generally suitable for products that have just entered the market to obtain seed users;

2. For campus promotion, you must be thick-skinned. Most students are bored. If you pull a little, you will come and watch. If it is cold, it is only a few.

3. Students spread well, and it is easy to draw all the dormitory people when they find good activities, so activities, posters and copywriting should be as novel and interesting as possible;

4. For unknown applications, the campus is not a place where the quantity can be quickly taken up. Don't be jealous that some well-known applications run on campus. If students don't know what your application is for, the form of traffic is a pit.

5. The brand building of app on campus for a period of time is the foundation. When it has a certain popularity in the school, it is going to run, otherwise it will hardly remain;

6. Make full use of online platforms, such as forums, post bars, Weibo and WeChat. Students are very concerned about the information of their school.

7. At present, the campus promotion channels are chaotic, and the agents in the middle and their confusion can reach 4-5.

8. The abilities of campus extension workers are uneven and difficult to manage; In the early stage of team recruitment, it is mainly to recruit new people, and the lack of ability can be cultivated. The most important thing is team building and timely replenishment of fresh blood; In the later stage, we must make selection, and the survival of the fittest will leave outstanding people;