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ITH MORE THAN 20
million students roaming
U.S. college campuses this
fall, building brand loyalty among them
seems as easy as a course in underwater bas-
ketweaving. But the tastes and opinions of
these savvy young consumers are as diverse
as their backgrounds, so campaigns need to
be thoughtful, targeted and on trend.
This doesn’t mean the classics are being
set aside, though. Nancy Larick, MAS, presi-
dent of distributor Larick Associates, Inc.
(UPIC: LARICK) in Port Washington, New
York, says her collegiate clients reach first for
t-shirts. “T-shirts are used for orientation,
reunions, alumni events, club identification
and any time someone wants to show pride
in their affiliation,” says Larick. Another
great classic that takes the No. 2 spot on her
list: bags. Tote bags and backpacks, including
inexpensive drawstring bags, are popular as
well, she says. “Totes are used to carry stuff
at events; backpacks are given out at orienta-
tion to carry books and laptops; drawstring
bags are used to advertise events.”
Rounding out the top three for Larick’s
clients are portable drinkware options.
“Disposable water bottles are being banned
on many campuses we work with,” she says.
“Students often carry water bottles and ther-
mal coffee mugs around campus.”
School spirit continues to live on for
many alumni, particularly those who partici-
pated in campus organizations such as sports
teams, fraternities and sororities. Members of
these groups are often active in their local
communities as well as the national chapters,
adding to the potential for building your col-
legiate client base.
Jen Alexander is an associate
editor for
PPB.
GROW
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•
PPB
• SEPTEMBER 2015
GROW
GET INTO THE
SCHOOL SPIRIT
COLLEGIATE MARKETING PROGRAMS
EXTEND BEYOND THE CAMPUS AND
WIDEN YOUR PROSPECTS FOR CLIENTS
By Jen Alexander
MARKET TO MARKET
W