Today we have a sponsored post from Jason Bakker (featured in the photo below). Jason is the Director of Marketing at Campus Media Group, the exclusive sponsor of the Ypulse Campus Channel. This is the first in a monthly series of posts that’s part of Campus Media Group’s site sponsorship. If your company is interested in becoming a Ypulse sponsor, please contact Anne Weiskopf.

10 College Marketing New Year’s Resolutions

1. I promise to consume the things that college kids consume – Reading about Facebook, Twitter, and Guitar Hero or learning about them second-hand is not enough. You need to experience it.

2. I promise to stop generalizing college students – The college market is not homogenous, and “college students” are not targeting points. A student in Fargo, N.D., is different from a student in Orange County, Calif. Every campus has a different feel, with its own scenes, interests and centers of activity. Drill down and talk to the specific college kid you’re looking for.

3. I promise not to dangle an iPod as a prize – A lot of brands approach students as if they were novice hikers stumbling upon a wild animal: with caution borne of uncertainty and fear. They dangle something they think is tasty (i.e., an iPod), and then scratch their heads when the student runs away. Provide something unique, not something they already own.

4. I promise not to obsess about back-to-school – Too many brands feel they absolutely have to be there the day classes start. Sometimes it’s better to wait when you won’t be competing as hard for their attention.

5. I promise not to pretend to be someone I’m not – If your brand is making a claim or taking a stance on an issue, it is better to be true to your brand culture. Being “green” or feeding the homeless isn’t just about putting out a press release. It requires a complete shift in your company culture and the way you do business. If your brand isn’t what you say it is, college kids will know. If you want to make a difference, pick something your people are passionate about, and run with it.

6. I promise to start measuring my brand health on campus – Campuses have their own ecosystems, which provide a perfect opportunity to learn about perceptions of your brand. Put some of your budget behind pre-campaign brand-health research before you strategize your next campaign.

7. I promise to get “mobilized” – If you don’t have plans to have a solid mobile presence, you are making a mistake. I don’t need to tell you how important students’ phones are to them. Ask what your brand can do to make their lives easier, and start building it.

8. I promise to rethink social platforms – Today’s youth marketers have learned a lot about advertising on sites like Facebook, MySpace and Second Life. We learned that “Build it and they will come” does not work. Don’t dive in to these destinations without looking at your brand first; younger consumers may not want you there. If you concentrate on your business and make it remarkable, college kids will bring you in.

9. I promise to not make students create a video – Be careful with user-generated content. A contest where students upload a video they’ve created for some cash giveaway or other prize can go wrong in many ways. The biggest disaster: when no one participates. UGC efforts can be fun and translate into buzz about your brand, but only if college students care and have multiple ways to participate. Build involvement through additional unique expressions of talent (i.e., photos, stories, design, etc.)

10. I promise to admit when I am wrong – At some point you will do something that will make you and your brand look like idiots. The Long Tail reminds us that ants have mega phones. Young customers will let you, their friends, and your competitors know when you have screwed up. When you do, admit it, apologize, and move on. American youth love a good comeback.

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Categorized under: Collegians

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