What matters most in this model is why the educational product fits the individual and how it will help him/her achieve what they want to achieve. The six segments — aspiring academics; coming of age; career starters; career accelerators; industry switchers; and academic wanderers — transcend traditional groupings to identify much more useful and actionable shared characteristics that should inform marketing strategies. A lot. Let's remember that this data is now a few years old... but do these trends sound familiar to you? The Career Accelerator, estimated to account for 21% of the total student pool – almost the same size as the traditional Aspiring Academics – is one of the most interesting segments. This conceptual model of market segments presents an innovative and useful way to examine the student market for higher educational services.
Behavioral segmentation. Segmentation provides perspective on what it is that makes an institution unique that the market cares about. As such, decide what type of student you want to reach with your product or service before you begin marketing it. Colleges and universities do serve a wide spectrum of constituencies that spans cultures, generations and demographics. The thinking follows the traditional development of a market segmentation and the corresponding attributes of the buyer profile.
Because they grew up in an ad-saturated world, college students are harder to reach with traditional advertising. Compare the best text message marketing services and... Our teams have compared the best answering services... Our team has compared the best call center services... Should I offer free samples to potential clients? Marketing to college students is cost-effective because they respond more favorably to grassroots messaging than to flashy ads.Â. Back to Basics: 9 Offline Marketing Tactics That Still Work Today's Digital World, Step-by-Step Guide to Social Media Marketing for Small Businesses, 7 Highly Effective Ways to Build an Online Community for Your Business, The Small Business Guide to Local Marketing #DreamSmallBiz, 12 Marketing Myths That Is Threatening Your Bottom-line, 30 Tools Guaranteed to Increase Your Online Content Marketing Presence, The Best Text Message Marketing Services of 2020. But what if he's even just half right? Resources like StartClass by Graphiq help brands segment college student consumers by family income level and target specific colleges. Therefore, by marketing products and services that are affordable, they will be more likely to become a customer.
excellent way to think about segmenting the higher education student market. Consisting almost exclusively of 18- to 24-year-olds, the college demographic is remarkably age stable.
This type of market segmentation divides the population on the basis of … Companies that make an extra effort not only to accommodate college students, but to cater to them â with special student discounts, services, etc.â can therefore easily lay claim to their cash. They tend to be older and in the midst of their careers.
Additionally, you can also do things such as provide free trials or samples, which can also be a great way to attract college customers. Share your thoughts », Call to Action: Marketing and Communications in Higher Education. Their need for the social experience is limited and flexible support for spouses and children will go a long way as enticements for student recruiting. Direct mail, then, is an easy and effective way to get them excited about your company. Remember that while the college market is incredibly stable and static, individual student consumers are moving targets, changing both attitudes and addresses frequently. ABSTRACT - Market segmentation is an important topic to higher education researchers and administrators. College students change addresses often, but love to get mail nonetheless. This blog post was originally published in 2014, but has since been updated and revised to include new links and additional content.
Making segments useful and actionable means looking beyond basic, overly generic grouping approaches such as undergraduate vs graduate students, or online vs residential student. The Differentiated University approach is just one of many ways to consider market segmentation in higher ed. Instead, focus on building relationships with them. How much of your operating budget will go into those ancillary services? Not all students spend the same. Regardless of demographics, all students are interested in the same fundamental product — education. We do. Discover the world's research A New York Times story quoted Harvard Business Professor Clay Christensen, author of "The Innovator's Dilemma." Be the first to know.Get our free daily newsletter.
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