Before trying to develop campus channels, market operators should first think clearly:

What is your purpose of doing campus?

If your own products and campus users It’s not a perfect match, but I just feel like I’m at the end of my rope in terms of promotion. In this case, it’s still recommended that you don’t blindly enter the campus. Just like many sex toys, housekeeping and other products have come to me to build campuses. Isn’t this because I have too much money and no place to burn it?

The purpose of creating campuses can be summarized in the following four points:

Obtain app (or website) registered users at low cost

Occupy the student market to obtain higher sales

Rely on student groups to increase UGC content output

Improve product brand image

Before I explain in detail how to start a campus from scratch, I need to dispel a few misunderstandings and let some companies with the following plans give up these ideas.

Myth 1: The cost of campus promotion is lower

Currently, the cost (registration) of campus promotion is at least 4 yuan; it is even higher in Beijing, Shanghai, Guangzhou and Shenzhen, already more than 6 yuan. Compared with online promotion, the cost of local promotion is sometimes higher. Especially if you want to do outreach, the venue fee can easily cost two to three thousand. If someone tells you that his local promotion cost is only 1-2 yuan per registration, then you just give him 200,000 and let him promote 150,000 real users to you.

Myth 2: An activity can explode if spread casually on campus

Many people do activities, but they don’t think the activity is fun. They only have a budget of 1,000, and they always want to promote it on campus. There can be tens of thousands of UVs and thousands of registrations. This can only rely on feelings.

Myth 3: Overestimating the compatibility of both brand and data

Of course, this idea is normal. But for campuses, they always want to promote it in the form of brand promotion and hope to ensure data. This idea is definitely problematic. If you want to have good data, you can either sweep buildings and do local promotions, so that the data can be guaranteed; if you want to have good publicity effects, then plan an easy-to-participate and fun activity to enhance publicity.

After talking about some misunderstandings in the campus market, we can enter the main text. How does a company start a campus from scratch?

Is it necessary to establish a campus team to build a campus?

Many people will be very concerned about the establishment of campus channels. My suggestion is "For products based on campus or e-commerce, o2o, and community, channels can be established; but if they are not very compatible with campus users, they are not the above. Category, carefully build your own channels."

To build a self-built channel, on the one hand, the person in charge of the channel needs to have certain experience in campus channels; on the other hand, it needs to invest enough manpower and material resources (expenses) to set up the channel well. For more than half of the companies, that is, they do not have experienced campus channel personnel, and on the other hand, they do not plan to invest much money in campus, so it is better not to build a team.

Being on campus does not necessarily require a team. You can still have fun on campus without an offline team. The focus is on marketing ideas and ideas. Whether offline or online, the core is the product and good marketing activities. With the support of good marketing activities, you will often get twice the result with half the effort.

How to run a campus without a campus team?

The core of running a campus is to know your own goals and achieve your goals. How can a company without a campus team build a campus? Personally, I think three methods are the most feasible:

Embrace the big picture:

Currently, companies that have their own campus teams also have overall campus publicity arrangements. and monthly offline promotional events. If these companies have good activities and publicity, help them do it.

Activities:

Enterprises plan their own activities and publicity plans, usually about once a month; for example, September is the school season, October is the club welcome, and November is Singles’ Day, New Year’s Eve in December, etc. In fact, the campus has its own main activities every month. Once your activities are planned, you can also contact various offline teams, societies, etc. to help implement them according to the needs of publicity. Don't say you can't find anyone to do it. If you can't find anyone, just search QQ groups for student part-time jobs in various places.

Of course, your activities must be fun, such as planning "520 One-day Couples Activity", "Double Eleven Hug Party" and other activities. The number of participants and the response are very good. When doing an activity, you must do it Okay, don’t just do an activity.

Pure local promotion:

Pure local promotion is the simplest, just put up posters, distribute leaflets, and sweep the floor to promote registration. Maybe some people think that the effect of publishing a brochure is not good, that is because your brochure design is not good, and the distribution personnel are not strong in execution. The best thing about promotional pages is to promote activities. As long as the activity is easy to participate in and fun, the effect will be very good. I have done a single-page distribution of a campus divorce fund, with a conversion rate of 6% (followed by WeChat), and the production cost of a single page is low (1W sheets are usually about 50).

When doing campus marketing, the emphasis is on ideas and creativity. It is either pure promotion or using a small budget to attract the attention of other campus channels. Today's students are no longer like they were before 2010. They have more ideas of their own and have seen more various marketing behaviors. They are not so easy to fool.

How to build your own campus team?

For the establishment of campus channels, it is first recommended to recruit an experienced campus channel person, even an intern, so that you can get twice the result with half the effort. If you think about it yourself, it will be too troublesome and the cycle is too long; generally, this business may be cut off before the channel matures. How to recruit personnel in this field? It is faster to find recommendations from other companies that provide channels or to recruit online.

If there is no additional establishment and you can only do it yourself, then channel construction can be divided into three steps, namely: naming, documentation, and recruiting. After completing these three parts, you can start the formal work. Generally, we start with the city where the company is located, and then gradually develop to other core cities. Don't spread it across the country at the beginning. After all, we don't have so much energy.

Name

That is, you need to give this campus group a name, such as campus ambassador, super intern, Lenovo’s Elite Club, ASUS master’s students, etc.; at the same time, give it a certain Culture sets up the appearance of the organization.

Documents

Mainly refer to the necessary documents for establishing campus channels, generally including four parts: team introduction PPT, team salary assessment form, team entry information form and team work strategy. The team introduction PPT mainly introduces the company, products, team atmosphere and work content of the campus team, as well as a simple salary introduction; the team salary assessment form mainly introduces the specific assessment content and salary; the team entry information form is the basic information of the student; work Strategies are some more suitable promotion methods compiled by the company based on the work content.