After graduating from college, I took the next step to becoming a real adult. No, not getting a job, but moving back in with my parents. Besides the home-cooked meals and no bills to pay, the best part was that it did not feel strange. Many other friends who graduated made the same decision, and so had my older brothers. In addition, I was searching for a job very hard. In between TV commercial breaks, of course.
Until recently, I did not know so many young adults were making the decision to live with their parents after college. According to a new Pew Research Survey, 40% of those ages 18-24 are living with their parents. Not all of these young adults moved backed in with their parents, though; some never left home. This means that parents and their college-age kids are spending more time together. More time together means that parents have an influence on students.
Even while still in school, students live with or spend a lot of time with their parents. College summer breaks are long, and many students return home for break. These students living at home often count down the days until they go back to campus. The first two weeks of school are full of non-stop distractions that make youth attention spans even shorter than usual.
Breaking through noise on campus requires planning and a method for reaching students and parents before they arrive on campus.
This can be done in the following three ways:
1. Emailing students
2. Emailing parents
3. Sending direct mail to parents
Students (and parents) will have access to email during the summer regardless of where they are. Using direct mail will reach parents and students at their home residence.
Reaching students isn’t always about being on campus or sending things directly to them. Parents are still holding their college-age kids’ hands later in life, which opens up a new demographic for millennial marketers. These new “roommates” may be as valuable as the students themselves — maybe not the coolest roommates ever, but hey…
For more stats on this topic, click here.