College students are a unique market. They have pressures their student counterparts didn't twenty years ago. They've been raised in a digital world. They communicate more through Facebook than by email. They double-check what professors are saying in lecture, in real time, using their iPhones and laptops. And they're very savvy about being "marketed to."
But they also need help. Studies show that over 50% of college students drop out by their third year. Conversely, those who stay in school find tremendous pressure to improve their grades — grad schools, scholarships programs, and certain employers rely heavily on students' academic performance to gauge future potential. Additionally, students are experiencing pressure to engage in more extra-curricular activities to build their resumés, taking even more time away from their coursework.
By providing them assistance from the POWER UP YOUR GPA program, your company or organization can cut through the myriad marketing messages they receive every day by giving them relevant, timely, and applicable content. And depending on the delivery format you choose, it's easy to stay "top of mind" with students to achieve a more consistent brand message.
Many formats to choose from
In fact, your options are unlimited. POWER UP YOUR GPA can be repurposed in any way to fit within your current marketing campaigns. Here are some examples:
Paperback book — At 128 pages in trade paperback size (5.5 by 8.5 inches), it is ideal for students to tuck into their backpacks, book bags, or laptop cases. Being in physical format, it is also ideal for keeping your message in front of them, as well as getting it to others through pass-along potential.
E-book — The download and digital delivery advantages of an electronic book make it perfect for certain situations. E-books can also incorporate dynamic media that a printed book can't, such as audio, video, and hyperlinks. In addition, it's entirely feasible to have a full-color design (interior and cover) that isn't cost-effective with a printed book. Aside from download or digital delivery, e-books can also be distributed to students on flash drives that they can use for other things.
Audio book — Whether delivered via download, on a CD, or on a flash drive, audio books appeal to students on the go. They're a good choice for students who learn better in auditory ways, as well as students who have reading difficulties. With the ubiquity of iPods on campus, audio books can provide you an excellent way to reach students in a more passive manner.
Tips delivery — Think small, bite-size chunks that students receive via email, a special section of your website, or social-media sites such as Facebook, Twitter, or MySpace. They can be set to deliver at any frequency, but an ideal program is 36 tips delivery weekly through the course of an academic year.
Tips booklet — Frequently done in a trim size of 3.5 by 8.5 inches with 16-24 pages, a tips booklet combines the best of tips delivery with the physicality of a paperback book. Not only that, the size is perfect for fitting into a business envelope and a student's pocket.
Calendar/planner — Available in many sizes, these provide a good mix of brand presence and functionality. Ideally, a tip is featured on each page, much like the inspirational quotations seen in some calendars and planners.
Card deck — Inspirational card decks have become popular in the past decade. Students can pick a card randomly to learn a "tip of the day" or post a favorite card in a frequented, visible place (like their refrigerator) as a reminder. Designed and printed in full-color with a high-gloss finish, card decks make an impact item.
Journal — Women of all ages value journaling. It helps them process their thoughts and feelings, as well as record their progress toward goals. The daily or frequent nature of journaling provides your brand an up-front presence in their lives. This is a great choice for sorority chapters.
Video — The content can be delivered in short individual video bits to be delivered on your website, via email, or made available as a collection for download or produced on DVD. Scroll down to see a sample video featuring Andrew and financial advice for college students.
Again, the possibilities are endlessly flexible to fit with your marketing and branding needs. Whatever you might have in mind, we have a "yes" answer.
Customization
Any POWER UP YOUR GPA product can be customized to support your brand messaging. Below are some ways this can be done, but we are open to discussing others you may have in mind.
Color scheme, type choices, imagery, logo placement, message from your company, title, design, layout
Licensing
Although any POWER UP YOUR GPA item can be produced for you, whether off the shelf or customized, it may be to your advantage to license the content for production in house or through your existing vendors. For example, you may publish a monthly magazine and can buy print services at a price we can't get. If this is the case, we will happily work with you to develop a licensing arrangement that fits your budget.
Sample Video
This video was done as part of a proposal for a media- and content-provider that specializes in the banking industry. It is an example of just one way that the POWER UP YOUR GPA material can be leveraged into a short, dynamic format.
