how to advertise to high school students without …

HOW TO ADVERTISE TO HIGH SCHOOL STUDENTS WITHOUT WASTING YOUR ADVERTISING BUDGET

Matt Diteljan | Co-Founder & CEO, Glacier

AGENDA

1. Understanding high school students in 2020.2. Discovering how students are engaging and consuming higher

education marketing materials.3. How to advertise to high school students.4. Examples and case studies.

WHERE THE DATA COMES FROM

• The leaders in high school and student advertising.• Year-to-year whitepaper with research partner, Academica.• Quarterly roundtables with high school students. • Campaign case studies with clients. • Gen Z census from Wattpad

HIGH SCHOOL STUDENTS IN 2020

• Mosaic vs. melting pot• Engaged• Change the world• Real life vs. online

TALK THE TALK

• Extra• Periodt• Snatched• Wig• Big Yikes• Fit

• Lewk• Lit• Lowkey/High

Key• Salty• Slay• Shook• Stan

• Bet• Fire• Cap/No

Cap• Shade• Flex• Go Off

• Tea• Thirsty• Yeet• Sksksksk

UNDERSTANDING THIS DEMOGRAPHIC

• 41% identify with being visible minority• 47% of Gen Z feel they are not well represented in today’s marketing and

branding• 44% of Gen Z have opted out of extra curricular activities due to the way

they look• 74% “I feel/felt overwhelmed navigating the transition from being a

teenager to an adult”

CAREER ASPIRATIONS

• 47% arts, design, entertainment, sports and media industries• 15% healthcare• 12% influencer• 12% community and social service• 10% business and finance

CAREER MOTIVATORS

• Career motivators:• 29% social impact• 24% work-life balance• 10% travel• 12% social aspects/teamwork• 15% money• 3% power and influence• 7% other

WHO ARE THEY FOLLOWING?

MOST LOVEDBRANDS

01 02 03 04 05

06 07 08 09 10

11 12 13 14 15

16 17 18 19 20

21 22 23 24 25

Google Netflix YouTube Amazon Oreo

PlayStation Walmart Target Doritos Nintendo

Chick-Fil-A Nike Marvel Spotify Instagram

Pizza Hut Sprite Dunkin’ Dollar Tree Skittles

Subway Microsoft Dove Walt Disney iHop

HIGH SCHOOL STUDENTS AND SOCIAL MEDIA

TOP PERFORMING MEDIA CHANNELS

RESEARCHING YOUR INSTITUTION

KEY DECISION FACTORS

COMMUNICATION PREFERENCES

CONTENT THEY WANT TO SEE

MESSAGING

HOW TO ADVERTISE TO HIGH SCHOOL STUDENTS

BUILDING THE FUNNEL

AWARENESS

ENGAGEMENT

CONVERSION

NURTURING

CRAFTING THE RIGHT MESSAGE & USING THE RIGHT TACTICS

CRAFTING THE RIGHT MESSAGE: AWARENESS

USING THE RIGHT TACTICS: AWARENESS

• Digital:• Display advertising - geofencing and device ID targeting• Instagram• Snapchat • Youtube• Tik Tok• College brand ambassadors• High school student influencers

• General/Traditional:• High school wall ads

CRAFTING THE RIGHT MESSAGE: ENGAGEMENT

USING THE RIGHT TACTICS: ENGAGEMENT

• Influencers• Social media• Programmatic video• Search• Viewbooks• Visits, booth, campus tours

CRAFTING THE RIGHT MESSAGE: CONVERSION

USING THE RIGHT TACTICS: CONVERSION

• High School Focused:• Retargeting (social media and display)• Search• Recruiters• Landing pages• Text messaging

• Traditional:• Direct mail

CRAFTING THE RIGHT MESSAGE: NURTURING

USING THE RIGHT TACTICS: NURTURING

• Nurturing:• Email• Retargeting (social media and display)• Admissions team• Text messaging

PUTTING IT ALL TOGETHER

SAMPLE STRATEGY

• Common Goals:• Increase awareness and authority in recruitment region• Increase attendance at open house events• Long-term goal: increase applications.

Tactic Month 1 Month 2 Month 3 Month 4Aw

areness

Social Media Video branding institution. Tie in high level USP.

Video branding institution. Tie in high level USP.


Influencer generated content targeted regionally to students at

their high school and surrounding region.

Device ID Targeting Video and static ads targeting mobile devices.

Video and static ads targeting mobile devices.


Use influencer generated content to target their specific

high schools.

High School Ads Dates and event information on clean photo.

Dates and event information on clean photo.

Dates and event information on clean photo. Swap to Application Deadlines

Engagement

Student Influencers Influencers receive merchandise and experience package

Influencers post on IG stories and timeline promoting event

Influencers attend event with professional photographer.

Generate content.

Influencers leverage content generated at event to promote

via Instagram stories and timeline.

Social Media Targeting interested students with specific USP and event info.

Targeting interested students with specific USP and event info.

Targeting interested students with specific USP and event

info.

Targeting interested students with specific USP and application

info.

Conversion

Landing Page Launched for tracking and retargeting.

Collect submissions and pixel tracking for retargeting.


Retargeting Retargeting interested students with clear CTA to attend open house.

Retargeting interested students with clear CTA to attend open

house.

Retargeting interested students with clear CTA to

attend open house.

Retargeting interested students with clear CTA to apply.

Search Strategic keyword bidding on local university open house.

Strategic keyword bidding on local university open house.


Strategic keyword bidding on local university application

deadlines.

Recruiters Monthly visits to area high schools. Monthly visits to area high schools.

Monthly visits to area high schools.


Nurt

uring

Email Email follow ups to remind students of event dates.

Email follow ups to remind students of event dates.


Email follow ups promoting application deadlines.


areness










high schools.




Engagement




Generate content.






info.


info.

Conversion






house.


attend open house.






deadlines.




Nurt

uring

Email & Text Messaging Email & text follow ups to remind students of event dates.

Email & text follow ups to remind students of event dates.

Email & text follow ups to remind students of event

dates.

Email & text follow ups promoting application deadlines.


areness










high schools.




Engagement




Generate content.






info.


info.

Conversion






house.


attend open house.






deadlines.




Nurt

uring

Email Email follow ups to remind students of event dates.



Email follow ups promoting application deadlines.

REAL RESULTS

MCNEESE STATE UNIVERSITY

• Tuition opportunities and open house events• Tactics:

• Student Influencers• Digital Advertising• High School Ads

• Increase in brand awareness by 31% (based on before and after surveys conducted in target high schools)

BISHOP’S UNIVERSITY

• Tactics:• High School Ads• Digital Advertising• Student Influencers• Social media (all platforms)• Viewbooks/brochures• Recruiters • Email

• 3-year results:• 23% increase in prospective students• 32% event attendance increase

THANK YOU!

how to advertise to high school students without …

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