David A. Morrison, president of TWENTYSOMETHING Inc., is an internationally acclaimed expert in young adult consulting. In this groundbreaking book, Morrison shares his unparalleled insights on a critical consumer audience: the highly coveted, incredibly elusive, college market. Essential reading for any business executive interested in generating maximum returns and avoiding costly mistakes, Marketing to the Campus Crowd features: - Invaluable case studies across numerous industries - Commentary on over 22 leading media/promotional channels - Key statistics & charts - Extensive advertising examples - Unparalleled insights and strategic recommendations - A critical look at the pre/post-college markets as well as gatekeepers, key influencers, and institutional buyers In its review of Marketing to the Campus Crowd, The Washington Post hailed Morrison as the "consummate marketing insider." Find out why!
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Book Description
Editorial Reviews
From Publishers Weekly
College students are "voracious consumers who use self-gratification to offset the rigors of academics and the stress of an uncertain future," supposes Morrison, a young-adult marketing specialist. Despite their rabid consumption-in the form of $200 billion spent annually on entertainment, food, technology, travel and more-and despite the fact that students are a captive audience and their numbers are constantly renewed by incoming freshmen, marketing products and services to this crowd is a surprisingly tricky endeavor. Campuses are already saturated with gimmicky giveaways and promotions and students have fickle tastes. To navigate the campus market’s perils and potential profits, Morrison offers enticing facts (college student spending has doubled since 1995) and time-tested observations (academic calendars signal different spending seasons) on how to approach this dynamic group and the peripheral, but equally lucrative, market of high school seniors, alumni, parents, professors and campus staff. Although Morrison occasionally falls into business jargon, his intended audience of marketers won’t mind as he offers clear advice and examples to demystify the challenges of breaking into the college crowd.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"...Marketers who are interested in reaching the elusive college crowd will find this book a very interesting read..." -- Advertising Education Foundation
"...Takes readers beyond the same-old free T-shirt promotions and examines what factors really motivate college students to spend..." -- DMA Insider
"...an insider's perspective on the current state of college marketing..." -- Book News
"...filled with real-life examples and case studies that illustrate what works and what doesn't..." -- Fort Worth Star-Telegram
"...filled with useful statistics and case studies, an abundance of tips and tactics…a fun and informative read..." -- Soundview Executive Book Summaries
"Morrison gives a great overview for firms looking to reach this $200 billion marketplace." -- PR Week, 7/16/04
"Morrison, the consummate marketing insider, knows his business and audience. This invaluable primer is recommended for all marketing/advertising collections..." -- Library Journal
...provides parents and college-age students considerable insight...most useful for those businesses trying to tap into the college market. -- Milwaukee Journal-Sentinel
...to reach the student demographic, this book is packed with inspiration and researched facts and figures. -- MarketingSherpa.com
"...Takes readers beyond the same-old free T-shirt promotions and examines what factors really motivate college students to spend..." -- DMA Insider
"...an insider's perspective on the current state of college marketing..." -- Book News
"...filled with real-life examples and case studies that illustrate what works and what doesn't..." -- Fort Worth Star-Telegram
"...filled with useful statistics and case studies, an abundance of tips and tactics…a fun and informative read..." -- Soundview Executive Book Summaries
"Morrison gives a great overview for firms looking to reach this $200 billion marketplace." -- PR Week, 7/16/04
"Morrison, the consummate marketing insider, knows his business and audience. This invaluable primer is recommended for all marketing/advertising collections..." -- Library Journal
...provides parents and college-age students considerable insight...most useful for those businesses trying to tap into the college market. -- Milwaukee Journal-Sentinel
...to reach the student demographic, this book is packed with inspiration and researched facts and figures. -- MarketingSherpa.com
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Most Helpful Customer Reviews
49 of 50 people found the following review helpful:
5.0 out of 5 stars
Excellent advice!!,
By Kid-doc (Philadelphia, PA) - See all my reviews
This review is from: Marketing to the Campus Crowd: Everything You Need to Know to Capture the $200 Billion College Market (Hardcover)
The cover of this book caught my eye in the bookstore-trying to figure out how to market to kids in college seems tough, they have their own set of everything from music to food to even language. Morrison takes the guesswork out of this group and his advice can really help an business-owner to add strategies to their marketing to get in on this group of spenders. Kudos to Morrison for a great book... There is an incredible set of credentials on the back cover, he seems to be THE expert in this niche!
41 of 41 people found the following review helpful:
5.0 out of 5 stars
UNIQUE RESOURCE FOR YOUTH MARKETERS!,
By Sean Perkins "SeanOConnor" (Los Angeles, CA USA) - See all my reviews
This review is from: Marketing to the Campus Crowd: Everything You Need to Know to Capture the $200 Billion College Market (Hardcover)
Now THIS is the kind of book I've been looking for. Something written with businesspeople in mind. Well organized, full of case studies, just the right mix of stats. Not only is this the only book of its kind, trust me -- I've been looking for this type of book everywhere! -- it even has a stamp of approval from top execs at General Motors, Best Buy, Sony Music, etc. Fascinating book that is both highly educational as well as a great read.
38 of 38 people found the following review helpful:
5.0 out of 5 stars
The Industry Bible For College Marketers (Five Stars),
By Brad Levine (Chicago, IL USA) - See all my reviews
This review is from: Marketing to the Campus Crowd: Everything You Need to Know to Capture the $200 Billion College Market (Hardcover)
Finally there's a book for college marketers! Morrison does a fantastic job in streamlining the statistics while pumping his book full of real-life case studies, helpful hints, and amazing insights. This industry pro clearly knows his stuff and his vast experience is evident on every page. (Small wonder that the book has been featured on NPR, "Advertising Age", "Chicago Tribune", "LA Times", et al.) The book's an easy read, well indexed, and quite witty at times. I'm keeping mine on my desk as a reference book for all future decision-making as it relates to the student market. Fully recommend this book -- five stars.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
(learn more)
First Sentence:
The standard repertoire of free T-shirts and special promotional fare has made "Joe College" and "JoAnne College" virtually immune to simple marketing tricks. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
college marketers, campus crowd, college marketing, peer marketing, distance education courses, conversation with author, college crowd Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Department of Education, Penn State, Bureau of Labor Statistics, General Motors, University of Pennsylvania, Cingular Wireless, Apple Computer, Universal Card, American Express, Financial Times, The Pennsylvania State University, University of Phoenix, New York City, Promo Magazine, Campus Visit, College Sports Television, Papa John, Reaching the College Crowd, Rolling Stone, Arizona State University, Big Mother, Comedy Central, Domino's Pizza, Rhode Island New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
The standard repertoire of free T-shirts and special promotional fare has made "Joe College" and "JoAnne College" virtually immune to simple marketing tricks. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
college marketers, campus crowd, college marketing, peer marketing, distance education courses, conversation with author, college crowd Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Department of Education, Penn State, Bureau of Labor Statistics, General Motors, University of Pennsylvania, Cingular Wireless, Apple Computer, Universal Card, American Express, Financial Times, The Pennsylvania State University, University of Phoenix, New York City, Promo Magazine, Campus Visit, College Sports Television, Papa John, Reaching the College Crowd, Rolling Stone, Arizona State University, Big Mother, Comedy Central, Domino's Pizza, Rhode Island New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 4
books:
- Evening Dress by Alexandra Black on page 30
- Marketing Research by Seymour Sudman in Back Matter
- Going Back by Simon Weston in Back Matter
- MAKING THE GRADE (Roommates) by Alison Blair in Back Matter
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