College AMPlified 2008: Decoding the Campus Experience | AMP Agency
College AMPlified, the latest study in the AMPlified series of proprietary research, decodes today’s college experience and explores students’ evolving needs and expectations, so that brands can determine where and how to approach college consumers in meaningful ways. The study uncovers the touch points, or, points of contact, within the college space that are most significant to college students today.
Totalling 13.6 million in the United States and having spending power exceeding $237 billion annually, college students represent one of the largest, most appealing - and most elusive - consumer segments for marketers and brands. The college environment plays a significant role in shaping these young consumers’ habits and preferences, and is typically a difficult bubble to break into.
What’s included:
- Executive Summary
- Whitepaper (39 pages)
- Quatitative Summary with Charts (23 pages)
What We did:
- Discussion groups on seven college campuses with 47 college students
- Half-daylong student shadows and consumer intercepts on two college campuses
- Online survey of more than 2,500 current college students, ages 18–24
Key Questions Addressed:
- What do companies need to know about college students’ lifestyles, mind-sets, motivations and behaviors to better connect with college consumers?
- What are the daily lifestyle touch points of college students, and how do they translate to brand affinity and loyalty?
- Which touch points have the greatest impact on students’ college experience, and what can companies do to enhance or improve this experience?
- How can companies leverage the power of Green to build customer advocacy in college students?
Touch Point Defined:
Any point in the customer transaction of purchasing or using a product or service where the customer experiences, or is touched by, the brand.
College Touch Points Explored:
- Virtual Interactions
- Live First Impressions
- Residential Areas
- Campus Dining
- Modes of Transportation
- Campus Life
The 39-page whitepaper is where you’ll learn more about:
- Best practices and tactics for enhancing the college experience within each touch point category
- Case studies to illustrate touch point best practices in action
- Strategies for breaking into the college bubble
- Current earth-friendly behaviors, perceptions and awareness of on-campus Green activities by college students today
- Areas of opportunities for brands looking to leverage Green to build customer advocacy in college students
WHITEPAPER TABLE OF CONTENTS
Research Objectives and Methodology
Figure 1: Respondent Gender
Figure 2: Respondent Age
Figure 3: Respondent Ethnicity.
Figure 4: Respondent Year in School
Figure 5: Respondent Living Situation
Introduction
College as a Luxury Good
Figure 6: Factors that Influence Students’ College Decision
Figure 7: Campus Tour Influence
Building College Customer Loyalty in Stages
Figure 8: College Customer Hierarchy of Needs
College Lifestyle Needs
Figure 9: New Products or Services Students Would Use On-Campus
On-Campus Experiences and Expectations
Examining Evolving Consumer Need
Figure 10: Relative Importance and Satisfaction Levels of On-Campus Touch Points
Figure 11: Relative Importance and Satisfaction Levels of High-Impact Residential Area Touch Points
Figure 12: Relative Importance and Satisfaction Levels of High-Impact Dining Touch Points
Strategies for Breaking Into the College Bubble
Figure 13: Campus Touch Point Map
Tactics for Enhancing Their College Experience
Touch Point: Virtual Interactions
Touch Point: Live First Impressions
Touch Point: Residential Areas
Figure 14: Relative Importance and Satisfaction Levels of Residential Area Touch Points–Bathrooms
Figure 15: Relative Importance and Satisfaction Levels of Residential Area Touch Points–Resident Halls
Touch Point: Campus Dining
Figure 16: Relative Importance and Satisfaction Levels of Campus Dining Touch Points
Touch Point: Modes of Transportation
Figure 17: Relative Importance and Satisfaction Levels of Transportation Touch Points Touch Point: Campus Life
Figure 18: Relative Importance and Satisfaction Levels of Campus Life Touch Points–Shared Social Spaces
Figure 19: Relative Importance and Satisfaction Levels of Campus Life Touch Points–Activities and the Gym
The Power of Green and Customer Advocacy
Figure 20: Green Actions Students Do All or Most of the Time
Figure 21: Green Actions Students Do “Never” or “Not Often”
Figure 22: Student Opinion of Their College’s Earth-Friendly Efforts
Figure 23: Lack of Awareness of Campus Green Initiatives
Figure 24: Level of Green Engagement and Eco-Friendly Expectations
Figure 25: Student Green Levels
Figure 26: Student Perception of Campus Green Levels
Key Considerations
Appendix: Participating Universities
Post a Comment
(If you haven't left a comment here before, you may need to be approved by Ypulse Research before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)
You must be logged in to post a comment.
