Posted on April 13, 2007 by Luke

So, not long until Capture Student Spend, Haymarket’s one day conference on student marketing. See below for the programme. Go here for more information from the organisers and to register.

Reach Students will be there and looks forward to meeting faces new and old.

If you are a newsletter subscriber intending to visit – and if we haven’t met before – come and see me (Luke) say something like “I read the newsletter” and I’ll give you a free copy of Targeting Students: A Marketing Guide…while stocks last.

 

May’s issue of the newsletter will include, for the first time, a review of the event and full post-match analysis.

Look forward to seeing you there…

 

Define today’s students: Gain Unique Insights Into The New Student Demographic So That Your Marketing Remains Targeted And Successful

9.10 Understand The Changing Student Demographic: Tap Into Their Behaviours And Adapt Your Business So You Don’t Get Left Behind

• What assumptions can you make about students today? Learn how your marketing must change to meet their new requirements

• Students are increasingly savvy customers, making full use of new technology options: discover how to use technology to ensure they choose to spend their money on your products

• More work and less play: Is part-time work taking over students social time? How much disposable income do they really have? Ensure they are exposed to your message and your brand remains a high priority

• What are today’s students thinking? Tap into what they believe to ensure that your brand’s values are aligned with theirs

Gavin Miller, Marketing Director, Universal Pictures (UK) Home Entertainment

9.40 Q&A Session 9.45 Focused Analysis Of Student Lifestyle: The Facts That Will Underpin Your Marketing Decisions

• Analysis of student buying and spending patterns: understand their financial situation to pitch your products at the right level

• Are students living at home, in halls or in their own flat? How does this affect how your marketing can reach them?

 • What is the impact of top-up fees and does it present any danger to your business? Reserved For Marketing Guest Speaker

10.15 Q&A Session REAL STUDENT ANSWERS

10.20 Hear Directly From Your Target Market To Help You Define Today’s Student Demographic

• How are students really spending their time and how do they see this changing in today’s financial climate?

• What do students want from your brand and what type of message will engage them with your product? Facilitated By The Youth Conspiracy

A selection of current students

10.50 Refreshment Break And Informal Networking Cutting Through The Clutter: Differentiate Yourself From The Competition So That Students Choose Your Brand Now And In The Future

11.15 Discussing How To Strategically Tap Into The New Student Demographic And Ensure Long-Term Loyalty To Your Brand

• Create stickiness and ensure students extend their custom beyond your incentive offers to become long-term ambassadors for your brand

• Effectively working with partners to segment the student population and ensure you are positioning your brand to target a highly specific demographic

• When should your student marketing start? Attract consumer attention by focusing your resources at the best possible time to ensure you get a significant ROI Steve Shore, Product Executive, Abbey

11.45 Q&A Session CAMPAIGN CASE STUDY

11.50 Stand Out From The Crowd With An Innovative And Creative Campaign Can companies be funny and cool? Learn how your own campaigns can be innovative without being dismissed as gimmicky, so that they deliver real results and cut-through.

Emily Kortlang, Head of Student Marketing, Red Bull

12.10 Q&A Session GUERILLA CASE STUDY

12.15 Guerrilla Marketing Campaigns: Something to go ape for or just monkeying around? From spoof protest groups Friends of the Girth to a Full VerMonty striptease show, Ben & Jerry’s knows a thing or two about making a spectacle of themselves in the name of Guerilla marketing. Share in their experiences, laugh at their silly costumes but most of all hear why they’ve moved away from fun gimmicks to leading with their values. Philippa Marshall, European Communications Manager, Ben & Jerry’s Homemade Ltd.

12.30 Q&A Session

12.35 Lunch For Delegates And Speakers

Get The Mix Right: Analysing Marketing Channels And Evaluating New Media Opportunities

2.00 Evaluating Which Marketing Channels Really Work: Get The Most Effective Presence In The Student Arena

 • Find the right platforms for your products so that your message arrives in front of your targeted student audience

• Online: Do youth sites really have 5 million students? Demystifying ‘online’ by asking the right questions

• Offline: how to choose the most valuable fairs/events and publications to make sure every penny of your marketing spend counts

• Multi-media: Better to stick with tradition or will investing in multi-media benefit your brand?

• Bricks and mortar: Opening shops on campus, a realistic way of accessing the student market and drawing attention to your brand?

Tom Griffiths, Founder, gapyear.com

2.30 Q&A Session

2.35 Create An Effective Campaign On A Budget: Evaluating Which Marketing Channels Will Work Hardest For Your Money

• Demonstrating the cost benefit of your campaigns: how will you track ROI if you invest in a more experiential campaign?

• How can you capture a student’s imagination when you’re promoting information, rather than selling a product?

• Are student-specific marketing channels always necessary? How else might you target this group?

• Which marketing channels will be most cost-effective for you?

 • Student media: Too much choice and not enough proven effectiveness? Ben Lynam, Senior Campaigns Manager, Home Office

3.05 Q&A Session NEW MEDIA PANEL

3.10 Spotlight On New Media: Fresh Ways Of Focusing Your Brand On The Student Population And How They Could Work For You Hear updates on each of these new media channels:

NEW TECHNOLOGY Today’s students have laptops, ipods and mobile phones: ensure your brand is prepared to take advantage of these new consumer standards

BLOGGING Is this an effective marketing channel or is it seen as merely a cynical commercial tool?

BLUETOOTH Using Bluetooth for proximity marketing campaigns: allowing customers to download files such as adverts and discount vouchers to interact with your brand on the move

SMS MARKETING Risk analysis: do harmful viruses and recent problems with ringtone clubs mean your customers are less trusting of SMS marketing?

USER-GENERATED CONTENT Controlling your brand image in this open environment

VIRAL Harnessing the potential of viral marketing and the novel opportunities it can create for your campaigns

Philippa Marshall, European Communications Manager, Ben & Jerry’s Homemade Ltd

Charles Macleod, Director of Resourcing, PricewaterhouseCoopers

LLP Lindsay Nuttal, Marketing Manager, Channel 4 Entertainment & E4

James Fabricant, Head of Marketing and Content, MySpace UK

Tom Barker, UK Marketing Manager, Entertainment & Devices Division, Microsoft Ltd.

3.40 Q&A Session

3.45 Refreshment Break And Informal Networking

SOCIAL NETWORKING SNAPSHOT

4.05 Introducing Social Networking Sites To Your Campaign Structures: Which Ones Will Work Best For Your Brand?

• A demonstration of the differences between social networking sites: site popularity, user demographic and the marketing possibilities that they offer you

• What is the impact of society and online networking sites like myspace and univillage and what is their real level of uptake? How can they help you to understand your customer whilst bringing your brand closer to them and creating real value?

• Which sites are students consistently using? As younger people increasingly move online, ensure that you are well placed to reach them Helen Hewitt, Consumer Marketing

Manager UK & Europe, Lonely Planet Publications

4.25 Q&A Session HIGHER EDUCATION FOCUS

4.30 Student Marketing From A Higher Education Perspective

• How are universities preparing for the deregulation of fees by 2010 and the challenges of competing in a consumer-driven market? Do you need to make similar preparations for a changing student demographic? • How is the shape of the university sector changing? Will this impact on the way you reach your student audience? Ian Jones, Market Research Manager, Staffordshire University

4.45 Q&A Session REAL STUDENT ANSWERS

4.50 Which Campaigns Compel Students To Part With Their Cash? Which Marketing Channels Convince Them To Commit To Your Brand

• Online versus on-campus, traditional versus new: How do students prefer to be contacted and where should you focus your marketing resources?

 • Discovering which new technologies students are adopting to direct your marketing and communicate effectively with your audience

• Does screensaver advertising really work? Do students see it? Is it worth your spend?

Facilitated By The Youth Conspiracy

A selection of current students

5.20 Chair’s Closing Remarks

5.30 Close Of Conference