“Handsome Kevin got a little off track. Took a year off of college, and he never went back.” These lyrics from the 1986 hit single “Welcome to the Boomtown” by David & David reminded me as I drove into work today how important it is for youth marketers to keep their college plans on track. Maybe your parents warned you, like mine did: “If you take a year off of college, you might not go back.”
It’s easy for youth marketers to find excuses to deviate from what they’re doing. Sure, you’re marketing budget has shrunk, you’re overworked and understaffed, but taking a break from your college marketing plan will only set you back. Students don’t stop to sympathize. If you lose their attention, your competition will gladly capture it for you.
Unfortunately for many agencies and brands, college marketing falls under the category of “special projects” or something to throw a few dollars at when there’s extra money in the budget. Look at the advertising on campus during the first week of class and you’ll see that this shows. Some brands realize that being consistent year after year does pay off. So, if you’ve been thinking about taking a break from college marketing, don’t. I have written 5 steps for MediaPost you can take to refresh your college marketing plan over the summer. Read them here.