How to leverage the college entrance examination for marketing?

Every year at the end of May and the beginning of June is the annual graduation season. No matter whether friends are about to graduate, are graduating, or have already graduated, they will be immersed in the graduation atmosphere and become sentimental. How should brands take advantage of this atmosphere to better convey their information? In this issue, we will share some marketing ideas during graduation season.

PART1——Analysis of thematic elements

First of all, what are the recurring topic elements in the theme of graduation season? Some friends may say it is parting, growth, responsibility, or gratitude, but such classification is too scattered. I will roughly divide it into two categories: emotional and rational.

Emotional: separation, memories/remembering, gratitude, individual struggle, etc.

Rationality: the meaning of graduation, work, major, future, etc.

Elements in the emotional category generally focus on touching the emotions of target readers through marketing products, and are more suitable for emotional communication; elements in the rational category describe the current problems of graduates from a more objective perspective, which actually also touches their nerves. In general, the atmosphere of graduation season is created by emotional transmission, and it is recommended to focus on emotional transmission.

PART2—Then start sharing your creative ideas

Sentimental-Parting

Analysis: The target audience for the theme element of farewell is graduates, and the purpose is to stimulate emotional transmission. The characters related to the feeling of parting include roommates, teachers and students, lovers, and one's own youth. There are many ways to express feelings of parting, including confession/gratitude, apology, and complaints. The main difference between each category is the writing style. Confessions are straightforward and easy to understand, apologies are apologetic, and complaints are a bit funny.

How to operate: You can combine the characteristics of the product to make a series of posters, each poster expresses the reluctance to part with an object. The ways to combine product characteristics can be through homophony, allusion, or simply adding a logo.

demonstration:

Brand-Xiaomi

Selling points: Balance bikes that don't require a driver's license, Bluetooth headphones with great sound quality, Xiaomi Quick Charge that can be charged at any time, and Mijia small cameras that can capture beautiful moments

Copywriter:

Sorry, teacher, I always come to class a few minutes late. It would be much faster if I had a car.

Sorry bro, the sound insulation of Bluetooth headset is poor, and playing games disturbs your sleep

Sorry dear, I didn't bring a fast charger, my phone is out of battery and I can't reply your message in time.

I'm sorry my youth passed by so quickly without leaving any trace of you

Sentimental-Nostalgia/Memory

Analysis: The target audience for this theme element is graduating students or those who have already graduated. The purpose is to stimulate emotional transmission. In general, it is recommended to make the recollection type more interesting and not too sad. As the saying goes, seeing things reminds me of people. It is when I come to your city that I think of you. Therefore, it is most appropriate to use the place as a clue to evoke memories. The places related to the university (including virtual ones) are dormitories, canteens, classrooms, libraries, clubs/student unions, bathhouses, etc. The corresponding memory objects are:

Dormitory - roommates/dormitory managers - snoring, playing games, helping with food/checking high-power electrical appliances, dormitory canteen

Canteen - Canteen Auntie / Canteen Dishes - Canteen Auntie always shakes out the meat when serving rice / Weird Dishes

Classroom - Teacher/Deskmate - Teacher's weird remarks/Classroom seating distribution (top students, top students, top students, bottom students, etc.) - Marking the key points for the final exam (not marking the key points, marking the key points not to mark) - Make-up exam

Library - Couples/Occupying seats - Free air conditioning, wifi

How to operate: You can combine the characteristics of the product to make a series of posters, and each poster creates a location scene. The ways to combine product characteristics can be through homophony, allusion, or simply adding a logo. In addition, you can count the top ten weird things in college, such as taking roll call every time you skip class and the canteen auntie serving food. You can also choose one of the memories to count, such as the weird behaviors of teachers in college, weird dishes, etc., which will attract more readers.

demonstration:

Brand-Zhihu

Selling point: A review of weird university events

Copywriter:

Taoyuanming——Every time you skip class, you must be called

Auntie is reluctant to part with it - the canteen auntie will shake the meat off when serving the food

Look at the couple hugging in the library

Hit the mark every time - the teacher highlights the key points before the exam

Similar in appearance, but different in practice - before the exam, everyone is reading, your roommate is reviewing, and you are preparing

Sentiment - Others say to graduates

Analysis: The target audience for this theme element is graduates who are about to graduate or those who have already graduated. The purpose is to stimulate emotional transmission. Generally speaking, it is through typical events in college, speaking to the graduate in the tone of people around him to evoke memories. Typical events in college include: roommates snoring in their sleep, playing games, helping to get food/checking high-power electrical appliances, dormitory canteen, canteen aunties always shaking out the meat when serving food/weird dishes, teachers' weird remarks/classroom seating distribution (student area, student god area, student dregs area, etc.), marking key points for the final exam (not marking key points, marking nothing), retaking exams, library couples, occupying seats, using air conditioning, wifi, etc.

How to operate: You can combine the characteristics of the product to make a series of posters, and each poster tells something in the tone of a certain group. The ways to combine product characteristics can be through homophony, allusion, or simply adding a logo.

demonstration:

Brand common

Selling point: emotional transmission

Copywriter:

Teacher: You are the worst class I have ever taught, so I will always remember you.

Canteen auntie: Every time I shake off the meat in the rice, I am helping you lose weight

Dormitory Manager: High-power electrical appliances consume a lot of electricity, and the electricity bill is very expensive.

Roommate: If I don't snore, how can I protect you from other people's gossip?

Student Affairs Department: Come back and retake the course. We will give you a reason to escape from the cold outside world.

Rationality - the meaning of graduation

Analysis: This theme element mainly reflects different groups’ interpretations of the meaning of graduation, which generally include the following meanings: growing up, responsibility, maturity, struggling alone, becoming a part of society, and having no living expenses, etc.

How to operate: You can choose the required meaning based on the characteristics of the product, as long as it is related to graduation.

demonstration:

Financial Management

Selling point: Importance of financial management

Copywriter: Graduation means losing the living expenses of elders

Adult Products

Selling point: Brand positioning

Copywriter: Now that you have graduated, it’s time for you to “grow up”

Rationality-What can your profession do?

Analysis: This theme element mainly involves the analysis of different majors by different groups. The majors generally included are: accounting, Chinese, media, English, management, art, music, design, medicine, history, etc., which can be further refined.

Operation method: You can combine the characteristics of the product and choose the required profession for analysis. As long as it is related to the profession, it can be used. Be moderate and do not cause professional discrimination. It is suitable to make a series of posters.

demonstration:

Baidu

Copywriter: What can I do with my major after graduation?

Direction 1: Create a career distribution map for each popular major

Direction 2: Provide a professional introduction for each popular major, mainly introducing the contribution of this major to the world and its representative figures, or some interesting major students, such as celebrities. The following is an inventory of some celebrity majors:

Design: Gigi Leung

Architecture: Daniel Wu, Eason Chan

Mathematics: Wakin Chau

Textile: Leslie Cheung

Art: Lin Chi-ling

Electronic Engineering: Li Jian, Gao Xiaosong

Economics: Eddie Peng, Mark Chao

Korean: Ariel Lin

Political Science: Ye Xuan

Business Administration: Wu Zun

boss direct recruitment

Copywriter: Which major does the boss like best?

Direction: Count the top ten most popular majors in the recruitment information released by companies from the data of Boss Direct Hiring

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Author: fatc

Source: Weird Brain Hole (fatc-qpdnd)