The university campus is a big market with170,000 people. In 20 10, this number will increase to 25 million, distributed in all provinces and cities in China, with Beijing, Shanghai, Guangzhou, Nanjing, Chengdu, Wuhan, Xi' an and Shenyang being the most concentrated, and some cities such as Langfang, Shenzhen and Zhuhai will build university towns. Generally speaking, this is a large decentralized market. If you want to know more about the distribution of colleges and universities, you can ask me for data, hehe. ) at the same time, it is also quite individual in media characteristics and audience characteristics.
Ordinary advertising and public relations propaganda, the commonly used media are nothing more than radio, television, newspapers, magazines and the internet, and most of these media are blocked outside the walls of colleges and universities. Generally speaking, the influential media on campus include:
1, online media. The online media, which is not limited by the geographical distribution of the campus, can be said to be the most effective mass media for campus publicity at present. At present, more than 90% of the nearly 2000 colleges and universities in China have established campus networks. College students account for nearly one-third of the national netizens. The latest "Investigation Results on the Development of Education Informatization in China" issued by the Education Management Information Center of the Ministry of Education and Peking University Institute of Education shows that at present, college students' ability to use the Internet is getting stronger and stronger. As many as 73% people often use online search engines instead of libraries to find various materials, and 66.3% people spend more than 3 to 4 hours online at school every day, of which more than half of the time is spent chatting, watching movies and playing games.
In the network media of colleges and universities, BBS, established by various schools as a platform for students' life and communication, plays an important role. The biggest BBS in colleges and universities used to be a mess. Before closing, the total account number was more than 400,000, with an average online user of more than 30,000 and a daily login volume of more than 600,000, second only to the messy Shuimu Tsinghua BBS, with a total account number of more than 290,000 and an average online account number of18,000. 4 Not long ago, the turmoil of BBS reorganization paralyzed most well-known BBS in China, such as Tsinghua and Nanda in Shui Mu, and then many commercial or independent forums replaced them and continued to impose on students. The development of Blog and wiki, initiated by some universities of science and engineering and developed on the basis of BBS in campus network culture, has formed a local network environment. The specific development trend and influence have attracted more and more attention.
In the network application, social activities and entertainment, which are dismissed as "doing nothing" by some management organizations, are exactly the contents that constitute the main body of network application for college students. This is also an important reason for many instant messaging platforms and network service providers to enter the campus and carry out campus marketing.
Generally speaking, college students have advantages in network application and knowledge. They are active founders and participants in the network society. Any campus promotion activities that ignore this part of network promotion will probably have a greatly reduced effect. Especially for the promotion of various online products, users can realize direct cognition and trial through the network. I think it should be called "network roadshow", hehe.
There is a negative example in this regard. Once, a website used roadshows to promote the campus and visited 38 universities in the city of 10. The scope of publicity is even larger than this, but it is basically based on on-site publicity and distribution, and the application form is exchanged for gifts. Gifts were given out and a lot of registration forms were collected. However, few students really remembered their registered name and password after filling out the form and ran to log in. Roadshows should enhance the experience and expand the momentum, but if users can't use them, then everything is empty. Now, if there are companies that want to rely solely on this form, we will definitely try our best to discourage them. Ha ha.
In the process of serving customers, we recommend the application of online media every time. Specific ways can be divided into the following:
A: BBS promotes regular edition. With all kinds of products and services entering the campus, most BBS and student forums provide advertisements and proxy pages to publish all kinds of business information. At the same time, music, movies, games and other important entertainment projects have special discussion pages, which can be targeted for publicity. The most commonly used and cheapest form of this kind of publicity is to send a few posts or initiate a discussion topic. The limit of the effect is that this topic or this post is crowded and called "Top Ten Hot Topics" by BBS's automatic statistical system, and the attention will increase obviously. However, this is also a skill. I once tracked the hype of a search engine product of a well-known portal website on BBS, and put nationalism into the topic with the intention of attracting attention. Unfortunately, I went too far, aroused public anger and attacked it ...:)
This kind of publicity, which is impressive, is our publicity for an SP on the bbs of Beijing 10 university, pushing discounted air tickets. Every winter and summer vacation, BBS's "traffic" and "ticketing" pages will become temporary hot spots, so simple posting and constant attention to students' inquiries and feedback will get good results. Simply making an advertisement and then ignoring it, or the commercial flavor of the advertisement post is too strong, will be ignored. (Hehe, college students are not smart and difficult to serve ...)
B: BBS promotes the upgraded version. Unlike official website in various schools, BBS does not refuse commercial promotion, but promotes it on a large scale. As far as I know, there are not many cases at present. One is platoon. Promote the homepage logo and battern on BBS such as Shui Mu Tsinghua and Agricultural University Colorful Soil, and set up a homepage text column.
Judging from the duration of this promotion, the effect should be good. The other is China Unicom, which promoted BBS after a shoot, also in the form of battern graphic advertisement, but then there was an incident that BBS was rectified ... During that time, I was in contact with some big BBS and signed an advertising agency agreement, and something unexpected happened as a result, so I won't say anything angry.
However, the newly-opened BBS no longer depends on the school background, or operates independently or is purely commercialized, so the commercial promotion space of BBS should be said to be growing.
Another upgraded version of the publicity was initiated by Sohu. The game "Sword" has set up special pages on some BBS, and I admire this move. :)。 Of course, companies like Glorious Company do not need to operate by themselves. Students will spontaneously set up a special edition and hold a whole station activity to celebrate the birth of another new game. This is because other people's products are well-made and influential, and they can only be jealous and cannot be compared. Ha ha.
C: the publicity of mass online media. At present, all major portals have set up campus channels, and search engines, alumni records and some college students' talent websites are also network strongholds frequented by students. We will recommend relevant publicity according to the situation. What impressed me the most was what a colleague inadvertently said to me: "Many people are there to analyze why Paradise is well promoted. Isn't heaven obviously supported by Sina? " Ha ha.
2. broadcast. Not long ago, I read a report that the broadcasting media has regained its potential in the advertising market after a period of low tide. This may be related to the increasing number of people with cars. But campus radio, to be honest, on the whole, I don't like it.
Campus broadcasting has only two effective periods, noon and evening. At other times, students are in class, and broadcasting disturbs people. These two periods are precisely the time when there are the most people in the school and the noise is the biggest. If there are people watching the TV broadcast in the canteen, it can be said that no students are listening to the broadcast. Except for some special moments, such as Qiu Qingfeng's incident at Peking University, I once stood in the triangle and listened to Xu Zhihong's speech on the radio.
But this incident also gave me a revelation. At that time, Xu Zhihong's speech had been notified by the BBS of the whole school in advance, so everyone paid attention to broadcasting spontaneously at that time. If a company wants to achieve a certain publicity effect through campus broadcasting, it can carefully plan an activity and publicize it in advance, and it may receive unexpected results.
We once recommended the campus broadcast special column "CRBT" to Tencent, because the funding problem has not been implemented. I believe it will be a valuable experience if there is an opportunity to run this plan well.
But for us, the important role of campus radio is not the specific publicity effect, but the radio itself. As a popular official media in colleges and universities, all the students who enter the radio station are elite students (I also entered the school radio station through fierce competition and PPP), and as a student organization, there are many people and enough energy. Now there is a radio alliance organization in colleges and universities all over the country, which has great activity energy. If we regard them as campus promotion partners, our influence should not be underestimated.
Another example to prove the power of radio station is that when we promoted "Bright Sword" to Sohu in Shenyang, we found two hosts to meet a group of students from university radio stations. Many of them took part in the live competition of this activity. They are really versatile and talented. Among the students who participated in the live activities in five cities, they performed the best and their cheerleading team was the best.
But generally speaking, we don't recommend campus radio stations, and spending money has no effect. Of course, if the decision-maker or boss of any enterprise is optimistic about this piece, we will not object. Ha ha.
3. School newspaper. It can be regarded as "print media". Probably there are only school newspapers and school magazines in the school. TOM once held a "National College Media Forum", which gave me a chance to get close to these media workers on campus. I was deeply impressed by the newspaper groups of NPC and HKU. The series "Youth of the National People's Congress" published by the National People's Congress has a high publishing rate and pays more attention to hot spots and campus life in content, which is a model for students to run their own journals.
The shortcomings of the school newspaper are obvious. Most of the official publications of the school are rigid, the distribution is not fixed, and the quantity and influence are limited, which makes the community publications more short-lived. It is still a few people who really become a climate.
For the campus promotion of enterprises, the school newspaper is a chicken rib. Unless it is a long-term promotion, there is generally no need to advertise.
Another option is campus magazines or DM magazines run by some companies. Students have limited purchasing power, so they are very cautious about buying magazines. Therefore, DM magazines appear more and are distributed directly. When I was in xys, the company also had problems, but the financial resources and production standards could not keep up, and it ended hastily. Single DM is more feasible. For example, Samsung anycall once made the Graduate Handbook, which was distributed in major universities in Beijing. According to some students' feedback, they like it very much.
I haven't read the influential DM magazine on campus. If investors are interested in this, we will be very happy to cooperate.