||| September 15, 2025 by ashtin berry

From The Student Perspective

Well I'm not technically a student considering I just graduated from the University of Chicago, but I guess I'm qualified enough to give a few pointers for those of you looking to reach the college student market. When I was asked by the AEE to give a presentation on how students decide to go to an event, I immediately thought, “what does it cost?” However, after sitting on it for about five minutes I realized the word cost had so many layers to it.  This is my attempt to share some of my thoughts on the topic.  I hope you find it helpful.

Leave something to the imagination – we want to know u have variety but too much can be overwhelming.

3 factors in decision making

1) Transportation

• Cost(financial) -Although many universities and colleges within the city have U-Passes available for their students it is still important to be cognizant of the students who do not.
• Is it convenient? - Making several transfers on public transportation may be discouraging for students.
• How to get home?- many of times, especially for students new to the city, how to get home at night is a concern
• Does the university provide any transportation to an area near you? Do not reinvent the wheel keep it simple. If students already have a transportation system they are used to take advantage of that.

2) Time/Expense

• How much does the event cost? Is it worth that much?- These questions are pretty self explanatory.  Some of the factors that go in to determining the worth of event are how many things there are to do at this event and is there food? (Food is always important!)
• How long is the event? Remember most students have class students 5 days a week so having an event that takes up a large part of their weekend may not be the most marketable.

3) Who will be there? (The most important questions of them all)

• Most students want to know how many people are going to the event before they commit, which is why so many students often dislike rsvping  because they are waiting for everyone else’s decision. This is especially true for freshman and sophmore who have limited access and knowledge of the city, partly because they are under 21.

How to market to students based off of these ideas

1) Keep it as simple and interesting

• Leave something to the imagination – we want to know u have variety but to much can be overwhelming.
• Being big and loud does not automatically mean people will come to your event. Take some risks.  Give it some edge.
• So college students are in this weird place. They're not exactly adults yet, but their not children either.  Remember this in your marketing approach.  No one wants to feel like a child, so it is important to find a way that gives students an option (options are adult-like).  However, you also have to find a way to make them accountable, which is never easy.

2) Social Media

• Facebook and twitter are the main forms of communication. The question is how effective are they? If students already have an idea of who you, are these modes of communications maybe pretty effective. If not, you may have a harder time.
• Don’t reinvent the wheel- If the school has a page try linking your page to theirs or asking them to post your event on their status.

3) Word of mouth (the best form of communication with students in my opinion)

• The way to get into students mouths is to find a couple of students who are particularly active and have a wide network. You can seek the students out through guidance counselors and student activity centers.
• Reaching out to resident assistants is also a great way to get a conversation going about your event

4) Campus initiatives

• Joining campus initiatives is a great way to get your organization involved and recruit students. The University of Chicago has a program known as the UChicago Arts Pass that provides special offers to events with registered organizations.
• Student activities offices are also a great way to get your organization involved with student populations.  See if you can be a sponsor for a student event. It  is a great way to publicize and get people talking. Plus, it doesn't cost that much for you or the students as far as your time is concerned.

5) Different strategies for different campuses (Loop vs. Off-Loop)

• Include different transportation options on the back of a flyer or print them out with tickets so that students from different parts of town are equally as comfortable getting there.
• Be aware that some universities are on a quarter system and others are on semesters.  We have different needs and schedules.

6) Campus Messeging – make sure marketing coordinates with the over all calendar and massaging of the institution.

• If you are introducing something new to the campus it maybe a good idea to see of you could do a demonstration in a class.
• It may be a good idea to invite groups during orientation week- or go to them on campus while they are still learning what is available to them and forming opinions.

_____________
Ashtin Berry is a University of Chicago Alum

Tags: