The U.S. College Market

Published: Apr 1, 2001 - 238 Pages

Table of Contents:

  1. Executive Summary
    Market Definition
    • Background
    • Overview of Report

    Scope and Methodology
    • Scope of Report
    • Methodology

    Demographic Overview
    • Number of Full-Time Undergraduates Tops 7.8 Million
    • Enrollment of Full-Time 18- to 24-Year-Old Undergraduates Nears 6.3 Million
    • Number of Campuses Exceeds 4,000
    • Most Institutions Are Relatively Small But the Majority of Students Attend Large Institutions
    • Full-Time Students Cluster in Younger Age Groups
    • Women Outnumber Men
    • Minorities Gain on Campus
    • One Million Students Attend Religiously Affiliated Colleges
    • Families of 4-Year College Students More Affluent than Average
    • College Costs Rose Rapidly during the 1990s
    • Students Face Heavy Debt Burden after Graduation But Have High Financial Expectations
    • Many Full-Time Students Have Jobs
    • Most Freshmen Stay Close to Home
    • Majority of Students Live off Campus
    • Students Expect New Dorms to Offer Many Amenities
    • Coeducational Dorms Remain Common

    Survey of the Market
    • College Market Concentrated in a Few States
    • Private-College Enrollment Shows Regional Differences
    • Sunbelt States Have Highest Growth Rates in College Enrollment
    • White Male Students Will Become Less Significant On-Campus Presence
    • Broadband Access Will Have Growing Impact on College Market
    • Aggregate Discretionary Income of Primary Segment of Market Exceeds $10 Billion
    • Secondary Segment Accounts for $2.7 Billion in Discretionary Spending
    • Total Discretionary Income Will Exceed $16 Billion in 2005

    Consumer Behavior
    • Leading Undergraduate Expenditure Categories Detailed
    • College Students Spend Heavily on Spring-Break Travel
    • Students Like to Eat Out
    • New Research Shows More College Students Have Credit Cards
    • Today's College Students Part of Internet Generation
    • Students Highly Dependent on Internet
    • Online Purchases Focus on Few Major Categories
    • College Students Favor Range of Web Sites

    College Media
    • Media Companies Use Multiple Platforms to Reach College Audience
    • Cable Television Outlets Compete for College Market
    • College Newspapers are Best-Read Medium on Campus
    • Study Finds Students Still Read Magazines
    • Magazines Designed Specifically for College Audience
    • College Market Seen as Prime Audience for Web Entertainment
    • Webcasting Creates New Opportunities for College Radio Stations and Advertisers

    Marketing, Promotional, and Advertising Strategies for the College Market
    • Marketers Seek Out College Market on Campus and Online
    • College Marketing Media Cover Wide Spectrum
    • College Marketing Agencies Play Vital Role
    • Grassroots Promotional Methods Favored
    • Marketers Target Trendsetting Campuses
    • Student Reps Use Variety of Promotional Tactics
    • College Women Increasingly Seen as Distinct Market Segment

    Case Studies of Companies Marketing to College Students
    • Banks Aim to Gain Long-Term Loyalty from College Students
    • Mountain Dew Creates Campus Frenzy
    • Kellogg's Nutri-Grain Brand Looks to College Market
    • Yahoo! Sponsors Concert Tour in College Markets
    • AT&T Targets College Students
    • Greyhound Offers Special Discounts to College Students
    • Volkswagen Takes Brand to College Campuses
    • P&G Sponsors Free Laundry on Campus
  2. Demographic Overview
    Market Definition
    • Student Population Defined Broadly by U.S. Government
    • Table 2-1: National Center for Education Statistics: Segmentation of Students Enrolled in Degree-Granting Institutions, 2001
    • Table 2-2: National Center for Education Statistics: Categories of Degree-Granting Institutions, 2001
    • College Population Has Many Segments
    • "College Market" Does Not Include Total Population of College Students
    • College Market Defined
    • Data Sources Reviewed

    Size and Growth of Population
    • Total Enrollment Nears 15 Million
    • Table 2-3: Enrollment at Degree-Granting Institutions, Fall 1998
    • Table 2-4: Projected Enrollment at Degree-Granting Institutions, Fall 2000
    • Number of Full-Time Undergraduates in 4-Year Colleges Tops 5.6 Million
    • Table 2-5: Projected Number of Full-Time Undergraduates in 4-Year Degree-Granting Institutions, 1998-2005
    • More than 1 Million Freshmen Enter 4-Year Colleges Each Year
    • Table 2-6: Number of Full-Time Undergraduates in 4-Year Degree-Granting Institutions: by Type and Control of Institution and Level of Student, Fall 1998
    • Number of Full-Time Students at 2-Year Institutions Exceeds 2 Million
    • Table 2-7: Number of Full-Time Undergraduates in 2-Year Degree-Granting Institutions: by Type and Control of Institution and Level of Student, Fall 1998
    • Full-Time Enrollment in 2-Year Institutions Will Total Nearly 2.4 Million in 2005
    • Table 2-8: Projected Number of Full-Time Undergraduates in 2-Year Degree-Granting Institutions, 1998-2005
    • Number of Campuses Exceeds 4,000
    • Table 2-9: Number of Degree-Granting Institutions: by Type and Control of Institution, 1998-1999
    • Most Institutions Are Relatively Small
    • Table 2-10: Size of Enrollment of Degree-Granting Institutions: by Type of Institution, Fall 1998
    • But Most Students Attend Large Institutions
    • Table 2-11: Enrollment at Degree-Granting Institutions: Larger vs. Smaller Institutions, Fall 1998
    • Top 100 Universities Have 20% of College Population
    • Table 2-12: Enrollment at 100 Largest Degree-Granting College and University Campuses, Fall 1998
    • Some 2-Year Colleges Are in Top 100
    • Mid-Sized Institutions Enroll Substantial Numbers
    • Table 2-13: Distribution of Enrollment at Degree-Granting Institutions: by Size of Institution, Fall 1998
    • Distance Education Is Changing Landscape of Higher Education
    • Table 2-14: Number of Distance-Education Degree and Certificate Programs Offered by 2-Year and 4-Year Higher Education Institutions: 1995 vs. 1997-1998
    • Table 2-15: Number of Enrollments in Distance Education Courses Offered by 2-Year and 4-Year Higher Education Institutions: by Institutional Characteristics, 1994-1995 vs. 1997-1998

    Age
    • Full-Time Students Cluster in Younger Age Groups
    • Table 2-16: Number of Students at 4-Year Colleges: by Age Group, 1997
    • Students at 4-Year Colleges Are Younger than Those Enrolled in 2-Year Colleges
    • Table 2-17: Number of Students by Age Group: 2-year vs. 4-year Institutions, 1997
    • Age Profile of Full-Time Students Similar at Both 2- and 4-Year Colleges
    • Table 2-18: Number of Full-Time Students by Age Group: 2-year vs. 4-year Institutions, 1997
    • But 4-Year Colleges Have Higher Proportion of Full-Time 18- to 24-Year-Old Undergraduates
    • Table 2-19: Number of Full-Time 18- to 24-Year-Old Undergraduate Students: 2-Year vs. 4-Year Institutions, 1997
    • Older-Student Segment Will Show Slower Growth
    • Table 2-20: Total Fall Enrollment in Degree-Granting Institutions: by Age Group and Selected Years, 1980-2010
    • Table 2-21: Total Full-Time Fall Enrollment in Degree-Granting Institutions: by Age Group and Selected Years, 1980-2010
    • Enrollment among Younger Students Will Show More Rapid Growth than in 1990s
    • Full-Time College Students Are Members of Select Group
    • Figure 2-1: Enrollment Rates of 18- to 24-Year-Olds in Degree-Granting Institutions, Selected Years 1970 to 1999

    Gender
    • Gender Gap Began in the 1980s
    • Table 2-22: College Enrollment Rates of High School Graduates: by Sex, Selected Years 1960 to 1999
    • Undergraduate Women Outnumber Men
    • Figure 2-2: Enrollment in Degree-Granting Institutions: by Sex of Student, Selected Years, 1947 to 1998
    • Table 2-23: Number of Students at Undergraduate Degree-Granting Institutions: by Sex of Student, 1998
    • Enrollment among Women Shows High Growth Rates
    • Table 2-24: Number of Students at Undergraduate Degree-Granting Institutions: by Attendance Status, Sex of Student, and Control of Institution, 1969 vs. 1998
    • Gender Gap Will Continue to Widen
    • Table 2-25: Number of Students at Degree-Granting Institutions: by Attendance Status, Age, and Gender of Student, 2000 vs. 2010
    • Many Reasons Given for Declining Attendance among Males
    • Shortage of Male Students Provokes Controversy

    Race and Ethnicity
    • Minority Parents Place Higher Priority on College Education
    • Minorities Gain on Campus
    • College Enrollment Tripled among African Americans
    • Figure 2-3: Enrollment in 4-year Institutions: by Race and Ethnicity of Student, 1976 vs. 1999
    • Table 2-26: Enrollment of Persons in 2-year and 4-year Colleges: by Race and Ethnicity, Selected Years, 1970-1999
    • Historically Black Colleges and Universities Continue to Play Key Institutional Role
    • Hispanics Also Show Major Gains
    • Table 2-27: Enrollment of Persons in 2-year and 4-year Colleges: Percentage Distribution by Race and Ethnicity, 1975 vs. 1999
    • Asian-American Families Have Highest College Enrollment Rate
    • Table 2-28: Families with Dependent Children Ages 18 to 24 in College: by Race and Hispanic Origin
    • College Enrollment Rates of Minorities Still Lag
    • Table 2-29: College Enrollment Rates of 18- to 24-Year-Olds by Race and Ethnicity: Enrollment as a Percent of all 18- to 24-Year-Olds, Selected Years 1975 to 1999
    • Blacks and Hispanics Remain Under-represented
    • Table 2-30: Total U.S. Population Ages 18-24 vs. All College Students Ages 18-24, by Race and Hispanic Origin, 1997
    • High School Education Key Variable
    • Table 2-31: College Enrollment Rates of High School Graduates: by Race and Ethnicity, Selected Years 1980 to 1999
    • Family Structure and Income Affect Minority Enrollment
    • Table 2-32: Families with Incomes Over $75,000 with Dependent Children Ages 18 to 24 Enrolled in College: by Race and Hispanic Origin, 1998
    • Minority Enrollment Will Continue to Increase at Rapid Rate
    • Foreign Students a Major Presence on College Campuses

    Religious Affiliation
    • One Million Students Attend Religiously Affiliated Colleges
    • Table 2-33: Number of Full-Time Students of Degree-Granting Institutions: by Affiliation of Institution, Fall 1998
    • Roman Catholic Institutions Have Most Students
    • Table 2-34: Number of Full-Time Students at Religiously Affiliated Degree-Granting Institutions, Fall 1998
    • Enrollment Up Sharply at Evangelical Christian Colleges
    • Some Religiously Affiliated Schools Broaden Mission to Attract More Diverse Student Body

    Economic Status
    • College Students Tend to Come from Traditional Families
    • Table 2-35: Families with Dependent Children Ages 18 to 24 Enrolled in College: by Type of Family
    • Families of 4-Year College Students Have High Incomes
    • Table 2-36: Family Income of Full-Time College Students Ages 18 to 24: by Level of Institution
    • Families of 4-Year College Students More Affluent than Average
    • Table 2-37: Family Income: Families of 4-year College Students vs. All Families, 1999
    • College Costs Rose Rapidly during the 1990s
    • Figure 2-4: Consumer Price Index vs. Higher Education Price Index, Selected Years, 1960 to 1998
    • Table 2-38: Average Undergraduate Tuition and Fees and Room and Board Rates Paid by Full-Time Equivalent Students in Degree-Granting Institutions: by Type and Control of Institution, 1989-1990 vs. 1999-2000
    • Inflationary Trend Continues into 2001
    • But Freshmen Remain Confident
    • High Rents Squeeze Student Budgets
    • Students Who Borrow Have Best Chance of Earning Degrees
    • Students Face Heavy Debt Burden after Graduation
    • But Have High Financial Expectations
    • Employment Common among College Population
    • Table 2-39: Employment Status of College Students: by Age Group and Attendance Status, 1999
    • More than 4.5 Million Full-Time Students Have Jobs
    • Table 2-40: Employment Status of Full-Time College Students: by Age Group, 2000
    • Summer Employment Key Source of Income
    • Ethnicity Affects Employment Patterns of College Students
    • Private Institutions Offer More On-Campus Jobs
    • Survey Shows Most Students Have Earned Incomes
    • Table 2-41: Annual Earned Income of College Students, 2000

    Living Arrangements
    • Most Freshmen Stay Close to Home
    • Patterns Vary across States
    • Table 2-42: Percent of Freshmen Students Attending 4-Year Colleges in Home Jurisdiction, Fall 1998
    • Most Students Live Off Campus
    • Table 2-43: Trends in Living Arrangements of Students: 1989-1990 vs. 1996
    • Students Living in Campus Housing Fit Distinct Profile
    • Table 2-44: Living Arrangements of Undergraduate Students: by Selected Student Characteristics, 1989-1990
    • More than 1.6 Million Undergraduates Live on Campus at 4-Year Institutions
    • Table 2-45: Number of Full-Time Undergraduate Students at 4-Year Degree-Granting Institutions in Campus Housing: Private vs. Public Institutions
    • Colleges Face Severe Housing Shortage
    • Students Expect New Dorms to Offer Many Amenities
    • Coeducational Dorms Remain Common
    • Community Colleges Build Dorms to Attract Students

    Health Issues
    • Cigarette Smoking Increases
    • Marijuana Use at U.S. Colleges Grew during 1990s
    • Campuses Divided between Binge Drinkers and Abstainers
    • Most Binges Occur on Saturday Nights
    • Healthy Habits Decline in College
    • Students Safer on Campus
    • Anxiety Levels Increase

    Values
    • Students Less Concerned about Status
    • Political Action Downplayed
    • Private Life Emphasized
    • Business Is Most Popular Major Field of Study
    • Table 2-46: Major Field of Study of Undergraduates in 4-year Institutions, 1995-1996
    • Students at Religiously Affiliated Schools More Likely to Espouse Traditional Values
  3. Survey Of The Market
    Market Structure
    • College Market Concentrated in a Few States
    • Table 3-1: States with Largest Full-Time Student Population at Degree-Granting Institutions, by Control and Type of Institution, Fall 1998
    • Top 50 Degree-Granting Institutions Listed
    • Table 3-2: Enrollment of the 50 Largest Degree-Granting College and University Campuses, Fall 1998
    • Private College Enrollment Shows Distinct Regional Differences
    • Table 3-3: States with Largest Percentages of Undergraduate Students at 4-Year Public and Private Institutions, Fall 1998
    • College Stores Provide Major Outlet for Retailers
    • Convenience Stores Common on College Campuses

    Factors Affecting Market Growth
    • College-Market Growth Patterns Affected by Overall Population Shifts
    • Sunbelt States Have Highest Growth Rates in College Enrollment
    • Table 3-4: Total Fall Enrollment in Degree-Granting Institutions: Fastest- and Slowest-Growing States, 1996-1998
    • Market Growth Will Vary across States
    • White Male Students Will Become Less Significant On-Campus Presence
    • Online Education Sector Will Experience Dramatic Growth
    • But Primary Segment of College Market Likely to Remain Unchanged by Growth of Online Education Sector
    • E-Commerce Will Have Growing Impact on College Market

    Analysis of Student Spending Power
    • No Consensus on Amount of Spending by Individual Students
    • Survey Shows Most Students' Discretionary Monthly Income Is Under $200
    • Table 3-5: Monthly Discretionary Income of College Students: Distribution by Income Level, 2000
    • Estimates of Size of College Market Vary Widely
    • Market Often Defined Loosely
    • Spending Defined in Many Different Ways
    • Spending Patterns Influenced by Many Factors

    Size and Growth of the Primary Segment of the U.S. College Market
    • Growth in Enrollment of Full-Time 18- to 24-Year-Old Undergraduates in 4-Year Institutions Projected
    • Table 3-6: Projected Growth in Enrollment of 18- to 24-year-Old Undergraduates in 4-Year Institutions, 2000-2005
    • Discretionary Income during Academic Year Estimated
    • Table 3-7: Distribution of Monthly Discretionary Income of Full-Time 18- to 24-Year-Old Undergraduate Students Enrolled in 4-Year Institutions, Academic Year 2000
    • Aggregate Discretionary Income of Primary Segment of Market Exceeds $10 Billion
    • Table 3-8: Aggregate Discretionary Income of Full-Time 18- to 24-Year-Old Undergraduate Students Enrolled in 4-Year Institutions, Calendar Year September 2000-August 2001
    • Primary Segment of College Market Will Grow 26.9% by 2005
    • Table 3-9: Projected Growth in Primary Segment of U.S. College Market, 2000-2005

    Size and Growth of the Secondary Segment of the U.S. College Market
    • Enrollment of Full-Time 18- to 24-Year-Old Students in 2-Year Institutions Will Increase 9.6%
    • Table 3-10: Projected Growth in Enrollment of Full-Time 18- to 24-year-Old Undergraduates in 2-Year Institutions, 2000-2005
    • Full-Time Students in 2-Year Colleges Likely to Have Lower Discretionary Incomes
    • Table 3-11: Family Income of Full-Time College Students Ages 18 to 24: 2-Year vs. 4-Year Institutions, 1999
    • Discretionary Income in Secondary Segment Will Total $3.5 Billion in 2005
    • Table 3-12: Projected Growth in Secondary Segment of U.S. College Market, 2000-2005

    Size and Growth of the Total U.S. College Market
    • Total Discretionary Spending Exceeds $13 Billion
    • Table 3-13: Projected Growth in Total U.S. College Market, 2000-2005
  4. Consumer Behavior
    Expenditure Patterns and Shopping Behavior
    • Leading Undergraduate Expenditure Categories Detailed
    • Table 4-1: Average Yearly Expenditures by College Students: by Category of Expenditure, 1997 vs. 2000
    • Students Personally Responsible for Paying for Their Clothes
    • Sales of Apparel with School Logos Grow Rapidly
    • Consumer Electronics Key Component of Student Expenditures
    • College Students Increase Purchases of Home Furnishings
    • College Students Spend Heavily on Spring-Break and Summer Travel
    • Students Seek Travel Alternatives
    • College Students Pay Their Own Cell-Phone Bills
    • Students Like to Eat Out
    • Restaurant Industry Foresees Major Changes in Campus Dining
    • Food-Service Brands Are Popular on Campus
    • Students Less Likely to Use Discount Coupons
    • Supermarkets and Discount Stores Are Most Popular Shopping Destinations
    • Low Prices Attract College Consumers

    Consumer Finance
    • Many College Students Are Savers
    • Some Students Invest in Stock Market
    • New Research Shows More College Students Have Credit Cards
    • Students Still Prefer Cash
    • Credit Card Management Analyzed
    • Older Students Carry More Debt
    • Credit-Card Study Provokes Controversy
    • Card Issuers Enhance Financial Education Efforts
    • Card Marketers Target Freshmen
    • Visa Top Credit-Card Brand in College Market
    • Attitudes toward Materialism Affect Credit-Card Usage

    Online Shopping Behavior
    • Today's College Students Part of Internet Generation
    • Table 4-2: Length of Internet Exposure of 18- to 24-Year-Old College Students
    • Freshmen Are Increasingly Computer-Literate
    • Female Freshmen Still Have Less Computer Confidence than Male Freshmen
    • Lack of Broadband Stunts Growth of E-Commerce in General Market
    • But Students Are Ahead of Broadband Curve
    • Campus Housing Offers More Broadband Access
    • Number of Full-Time Undergraduates with Residential Internet Access Exceeds 4 Million
    • Table 4-3: Number of Full-Time Undergraduate Students at 4-Year Colleges with Internet Access at Place of Residence, 2000
    • Students Highly Dependent on Internet
    • Online Time Increases
    • Shopping Only One of Many Online Activities but Is Increasing
    • Surveys Disagree on Importance of Online Buying
    • Online Purchases Focus on Few Major Categories
    • Low Price Important Factor in Online Shopping
    • College Students More Likely to Shop Online for Back-to-School Needs
    • Women Lead Buyers at Online College Bookstores
    • College Students Go Online to Plan Travel
    • College Students Favor Range of Web Sites
  5. College Media
    Overview
    • College Media Cover Wide Spectrum
    • Media Companies Use Multiple Platforms to Compete for College Audience

    Cable Television
    • CTN Media Group Includes Cable in Its Multimedia Approach to Reach College Students
    • Burly Bear Network's Cable TV Reaches Substantial Segment of College Population
    • ZILO TV Targets College Students

    Print
    • College Students Not Interested in Reading National Newspapers
    • Experiment at Penn State Boosts Newspaper Readership
    • College Newspapers are Best-Read Medium on Campus
    • Study Finds Students Still Read Magazines
    • Industry Sources Agree on Most Popular General-Market Magazines
    • Magazines Turn to Television to Reach College Students
    • U. Magazine Features Content Developed by Students
    • Nearly 300 Campuses Receive Steamtunnels Magazine Insert
    • Link Magazine Uses Direct-Mail Route

    New Media
    • College Market Seen as Prime Audience for Web Entertainment
    • Media Companies Use Web to Deliver Video Content to College Audience
    • Nibblebox Webcasts Entertainment Programming for College Market
    • Webcasting Creates New Opportunities for College Radio Stations and Advertisers
    • Students Receive Campus News and Information via Wireless Devices
    • Marketing, Promotional, And Advertising Strategies For The College Market
    • Marketing Fundamentals
    • College Market Reflects Consumer Savvy of Generation Y
    • Marketers Look for College Market on Campus and Online
    • College Marketing Agencies Play Vital Role
    • Grassroots Promotional Methods Favored
    • Marketers Target Trendsetting Campuses and Individuals
    • College Women Increasingly Seen as Distinct Market Segment
    • Marketers Confront Limits on Campus Marketing

    Marketing Strategies and Promotional Techniques
    • Getting Samples in Hands of Students Is Key
    • Table 6-1: Examples of Product Sampling/Demonstration Promotions
    • Spring Break Provides Major Promotional Opportunities
    • Table 6-2: Examples of Spring Break Marketing Programs
    • Marketers Affiliate Brands with Music
    • Table 6-3: Examples of Concert Tour Promotions
    • On-Campus Event Marketing Tours Often Used
    • Table 6-4: Examples of On-Campus Event Marketing Tours
    • Student Reps Use Variety of Promotional Tactics
    • Internet Spawns "Viral" Marketing Approaches in College Market
    • Discount and Loyalty Programs Prove Effective

    Advertising Strategies
    • College Advertising Depends on Non-Traditional Media
    • Advertising Is Usually One Component of Integrated Campaign
    • Humor Is Key Aspect of College-Market Advertisements
    • Internet Used as Advertising Medium in College Market
    • E-Mail Effective Medium for Reaching College Students
    • Wireless Advertising Grows
    • Some Colleges Allow Commercial Advertising on Their Web Sites
    • Campus Source Offers On-Campus Electronic Advertising Medium
    • In-Theater Advertising Offers Opportunities
    • Low-Tech Flyers and Posters Still Work
    • Direct Mail Can Be Effective
  6. Case Studies Of Companies Marketing To College Students
    E-Tailers
    • Student "Care Packages" Sold Online
    • Music Sites Depend on College Students to Promote Web Sites
    • Online Textbook Sellers Compete for Student Business
    • Food.com Reaches Out to College Students

    Financial Services
    • Banks Aim to Gain Long-Term Loyalty from College Students
    • Citibank Sets Up Branches on College Campuses
    • Credit Cards Use Partnerships to Attract College Students
    • Diebold Turns to College Stores for ATM Locations

    Food and Beverages
    • Mountain Dew Creates Campus Frenzy
    • NestlĂ© Beverages Focuses on College Students
    • Kellogg's Nutri-Grain Brand Looks to College Market
    • General Mills Targets College Students
    • Mentos Goes to College
    • Ben & Jerry's Brings Ice Cream to College Campuses

    Media and Entertainment
    • Yahoo! Targets College Students with Music Tour
    • "Scary Movie" Promoted on College Campuses
    • Film Companies Use YouthStream Media Networks to Reach College Audience

    Telecommunications
    • Sprint PCS Wireless Web Features Web Site Geared to College Students
    • AT&T Offers Special Programs to College Students
    • Virtual Phone-Card Provider Focuses on International College Students
    • Company Sees Campus Market for Prepaid Digital Phones

    Travel
    • Greyhound Offers Discounts to College Students
    • Amtrak Reaches Out to College Students
    • United Airlines Partners with Coca-Cola in College Market
    • Airlines Team Up with Credit-Card Companies to Attract College Students

    Other Sectors
    • Volkswagen Takes Brand to College Campuses
    • P&G Sponsors Free Laundry on Campus
    • J.C. Penney Opens College Catalog Center
    • Target Looks to College Students
    • Bostonian Shoe Company Heads to Campus for Feedback

    Appendix I: Examples Of College Market Advertising
    Appendix II: Addresses Of Selected College Market Resources
    • Advertising/Marketing
    • Media
    • Associations

Abstract:

This new Packaged Facts report provides a comprehensive assessment of the college market in the United States, which totals 15 million students attending all institutions of higher education and includes a core segment of 5.5 million full-time students at four-year colleges and universities. The report offers a thorough analysis of the demographic characteristics of the college population, including geographic distribution, family income, employment patterns, ethnicity, and values and attitudes. Factors influencing market growth, including college enrollment projections, are reviewed, and the market impact of emerging trends such as the growing importance of distance education are assessed. The consumer behavior of college students is analyzed, with particular attention paid to unique aspects of the college student consumer profile including online shopping behavior and the use of credit cards. Following a review of college media that includes an assessment of the effect of the Internet on college newspapers, the report provides an overview of marketing and promotional strategies proven to be effective in the college market. Case studies of companies operating in the college market are presented. An appendix includes information about resources available to companies interested in the college market.

Companies in a wide range of industries—including telecommunications and financial services, food and beverages, apparel and footwear, and automotive—attach great strategic significance to the college market. Many firms use the college market to build lifelong loyalty with customers who are almost guaranteed to have above-average incomes and purchasing power when they enter the workforce after graduation.

However, the college market presents unique marketing challenges. College students are difficult to reach with traditional promotional methods because they are scattered among more than 4,000 campuses across the country. They are hard to find with direct mail because they are highly transient. There are few national print media that allow direct access to student consumers.

Identify diverse segments within the college population that are critically important to designing a successful marketing program. Learn the pros and cons of using grassroots marketing techniques on college campuses. Find out how e-commerce and a rapidly growing distance education movement are changing the structure of the college market and affecting traditional college marketing strategies.

Get full details about this report >

800.298.5294
Int'l: +1.240.747.3095
Buy this report >
Price and Delivery Options
Search Inside Report
Packaged Facts provides industry research reports, trend analysis and forecasts in consumer goods, food and beverage, pet products, financial services and personal care markets.
Copyright © 2014 Packaged Facts. All Rights Reserved.
A division of MarketResearch.com
12/20/2014 - 42
Contact Us: 800.298.5294 (U.S.)
or +1.240.747.3095 (Int'l)
Hours: Monday - Thursday: 5:30am - 6:30pm EST
Fridays: 5:30am - 5:30pm EST