University Business - May 2007 - (Page 15)

DATA POINT 47% The percent of U.S. colleges that use some type of web advertising to market themselves. —Primary Research Group, The Survey of College Marketing Programs, www.primaryresearch.com. S TAT S WAT C H Teen Spending EVERYONE KNOWS THAT COLLEGE STUDENTS HAVE A LOT OF spending power. The trick is figuring out what they like to spend it on. In a campus setting, this knowledge is most important to the bookstore. The National Association of College Stores teamed with Teenage Research Unlimited to conduct research into the spending habits of 12-to-19 year olds. The results are presented in the report “Retail Inspiration: Insight from College-Bound Consumers.” Some of the findings were presented during NACS’s CAMEX show in March. When the findings were limited to college bound high school seniors, some interesting things were discovered. At least part of the student’s spending power comes from the fact that 47 percent of the respondents have part-time jobs, but they are still spending their parents’ money. It will come as no surprise that 64 percent have their own cell phone and 93 percent spent time online during the week. But they are getting out and about because 81 percent shopped in a mass-market store (Wal-Mart or Target, for example) in the last 30 days and an equal number shopped in a grocery store within the last 30 days. The study found that students generally visit the college bookstore at least once. And students feel the college bookstore is the best place to buy textbooks. In addition to the survey, which covered more than 1,000 young people, the researchers visited the University of Connecticut, the University of Colorado at Boulder, Wake Forrest University (N.C.) and Skyline College (Calif.) for onsite interviews with student shoppers. They found that the qualities COLLEGE-BOUND CONSUMER PROFILE students look for in a store 47% have part-time jobs are price, convenience, 81% have shopped in a mass merchandise store in last 30 days and an inviting environ81% have shopped in a grocery store in last 30 days ment. And although stu48% shopped/bought online dents think the campus 64% have their own cellphone bookstore is the best place for textbooks, they think 43% have downloaded music on a regular basis of them as the main prod95% watched TV in the past week uct. They also think the 93% are online during the week prices at the campus store 52% maintain a profile on a social networking site are higher than those at off-campus retailers. Source: Retail Inspiration: Insight from College-Bound Consumers As NACS is all about promoting and supporting campus retail, IN STYLE WITH COLLEGE-BOUND suggestions are provided to improve stuFEMALES MALES dents’ perceptions. Among the easy ones are Flip-flops pointing out when campus prices are lower 92 75 than off campus prices and highlighting any Hooded Sweatshirts connection between bookstore profits and 86 86 scholarships or other institutional support. Graphic Tees The full report can be purchased from 84 73 NACS. The presentation from CAMEX DVDs can be viewed for free at www.camex.org. 94 92 —A.M. POPULAR ITEMS Digital Cameras Baby Lamb Stars in YouTube Clip HIGHER ED COMMUNICATION executives are getting savvier by the day at using YouTube for free promotion. Case in point is Green Mountain College (Vt.), a small, private IHE that focuses on environmental studies. Since December 2006, Stephen Deihl, the college’s director of communications, has posted six video clips to YouTube, a popular site of viewer-produced content whose tagline is “broadcast yourself.” The college’s April entry is “Lambs arrive at Green Mountain College,” replete with adorable images of a new Spring lamb, the lamb’s mom Sunflower, and the students who helped with the birth. Within two weeks of posting the video had been viewed more than 1,100 times. Deihl circulates links to each clip to all students and staff. The admissions department is encouraged to then circulate the links in e-mails to student prospects. The clips are also accessible to visitors through the college’s website. Deihl “directs” the video spots, but gets help from a few other staffers. His tools are a camcorder that cost about $200, and Adobe Premiere Elements, a scaled-down version of Adobe’s editing software that sells for about $100. True to YouTube’s format, viewers do not need special software to see the clips. The videos are intended to increase the college’s exposure, while giving an accurate portrayal of the small school’s niche, says Deihl. Other clips have highlighted bumper stickers seen on campus, ice climbing, and orientation. —J.M.A. May 2007 | 15 94 89 Source: Retail Inspiration: Insight from College-Bound Consumers http://www.primaryresearch.com http://www.camex.org

Table of Contents for the Digital Edition of University Business - May 2007

Contents
College Index
Advisory Board
Company Index
Editor's Note
Behind the News
Viewpoint
Money Matters
Marketing
Human Resources
Financial Aid
Community Colleges
The Innocents Abroad
The Big Business of Research
What’s New in A/V
The Kids Are All Right
Designing a Unified Campus
Business Technology
What's New
Calendar of Events
Direct Connect
End Note

University Business - May 2007

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