Uni-ball, one of the UK’s leading brands of writing instruments, is tackling the student stress crisis by launching ‘Creative Escapes’, its new brand campaign. From April, the www.GoCreativeEscape.co.uk microsite will go live, providing students the tools to use ‘creativity as therapy’ to help improve their mental health and wellbeing.

Created and executed by Orbital Media, the campaign aims to increase creativity through simple drawing or writing tutorials, and, ultimately, lower stress levels. Focusing on simplistic creativity in the present moment can provide immediate distraction from negative emotion, and instead enhance balance and flow – similar to that of a meditative state. Working with some of the UK’s finest creative writers and artists, including Ella Johnston, Louise Allen and Scott Walker, Orbital Media has designed and produced an extensive number of video tutorials and easy to follow, quick creative exercises for all capabilities.

Creative Escapes is initially a six-month focused campaign that will be promoted via the brand’s extensive social media channels, incorporating multi-platform advertising, Facebook Live, Facebook and Instagram stories, as well as gamification, competitions, and targeted influencer centric collaborations.

The campaign has been warmly received by some of the UK’s leading major multiple retailers where extensive POS will be displayed.

Hayden Allen-Vercoe, COO at Orbital Media, says: “The student mental health crisis is bigger than we may imagine. One study suggests that 49% of students feel stressed out on a daily basis. There are various factors that contribute to this problem – as well as academic pressures, this is a generation that tends to spend more time plugged into technology, and less time experiencing the real world. The Creative Escapes campaign provides a perfect mix of online content to deliver engagement and consumer awareness, as well as the inspiration and resources to promote offline creativity and emotional balance. There is also scope to extend the campaign in further years, by deploying a bespoke app, driving adoption within schools and colleges, and attracting more creative talent, who are keen to support this socially responsible initiative.’

Paul Smith, Director of Sales and Marketing at Mitsubishi Pencil.Co.UK Ltd, says: “It’s been proven that we can use the benefits of writing and drawing to express our creative sides to reduce stress and get in touch with our feelings. Creativity is a form of mindfulness that offers a welcome escape from too much screen time. It is also the ideal antidote to relieve the pressures associated with the exams season. Communicating this important message with our target demographic of students is the perfect way to encourage them to enhance their emotional wellbeing, educate about Uni-ball’s vast product range and benefits, and ultimately, deliver increased sales.”

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BAM Student Marketing explores some of this year’s biggest student trends and how brands can tap into them to target the student audience. 

Just when a business thinks they know their audience, new technologies, new behaviours and even new audiences appear that shake the market once again.

At BAM knowing students is our bread and butter and we’ve got 20 years of experience that proves it. So after two decades of connecting brands with the student audience, we’ve got pretty good at predicting the next big trends that connect these consumers in the ever-changing landscape of Student Marketing.

Transparency is key

We strive to continue to develop the latest technologies, but as we do so we also make it possible for our consumers to view and track us at every stage of the development and delivery journey.

This is why Transparency is more important than ever before. If you’ve got something to hide then you should be prepared for this to be found out.

Communication will always happen between humans, this works in your favour if you are a transparent brand with a lot of positives to showcase, but it will work against you if your product or service journey isn’t meeting the ethical or moral ideals of your audience.

The 2019 student is more conscientious than ever before, they care about where their products come from and the process that gets them to their door.

Transparency is now key in winning the hearts, trust and most importantly, the Capital of the student consumer. Share your values, goals and processes in a transparent and authentic way and your brand will be rewarded.

A password protected lifestyle

After all the hacking’s, breaches of data and invasions of privacy over the past year, people have seriously clued up about their online security and are more cautious than ever before, with students being no exception.

No matter the size of your business, you should ensure your security is meticulous, even if this isn’t obvious to your consumers, they still deserve thorough online protection when it comes to their details, data and privacy.

You may think that in 2019 that this is now a compulsory business requirement, but it’s not and customers are starting to notice this. Win the trust of the student consumer by promising them your bullet proof protection and increase your reputation of online safety and watch students favour you over your competitors who have not been as fail safe with their online security.

Becoming the face of your brand

As a brand your audience is everything to you. Utilise this and start to make your student consumers part of your student brand stories.

Students connect with students, even if they share no other connecting qualities or factors, they are all united by the fact that they are students and they trust each others recommendations and reviews.

Whether you include students in your brand stories though publishing testimonials, recruiting student Brand Ambassadors or even curate a place for students to discuss and review your brand online, showcasing your engagement and activity with this audience will inevitably influence the student market into seeing your brand in a positive and student loved light. It also provides you an organic and cost effective way of bypassing traditional influencer marketing.

Think Visual

It’s no secret that the use of imagery and strong visuals has been a fast growing trend in general marketing within the last 5 years, but taking this one step further in 2019, visual searches are set to become the norm.

Today’s students have grown up alongside the highly visual and engaging worlds of Instagram and Facebook and as a result of this constant bombardment of digital imagery has become a part of their everyday lives.

Although voice searching is also on the increase, when it comes to a more accurate and specific search, the future is visual.

A pioneer in this technology, Google, has long enabled reverse-image searching, but more recent developments in recording technology now makes it possible for consumers to take real world pictures and accurately and effectively find information about the subject of the image.

Pinterest was one of the first student favourite sites to implement this lens feature back in February 18, with ASOS following close behind by launching its Style Match reverse image search for shoppable clothes in March 18.

Although it is unlikely that visual search will replace text based searching over the next year, or even within the next few years, it does open the door to a new word of exciting possibilities that will inevitably play a large part in the future of searching (Sentance, 2016).

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Kirsty Pritchard, Assistant Director at BAM Student Marketing explores the benefits of Freshers’ Fairs and how to effectively engage students.

For any brand with students as a key demographic, Freshers’ Fairs are a must attend event. Whether you’re a local brand attending one or two fairs or a national brand executing a nationwide tour, Freshers’ is the place to be seen. In these first 100 days students are on a journey of new identity and beginnings, which means that Freshers’ Fairs are the very best place to start a relationship.

In an ever changing market, keeping ahead of changes in trends and behaviours is pivotal. Our research has shown that students attend Freshers’ Fairs to find out more about their new city or environment, experience new brands, products and services. At this moment in time they are also open to new ideas and trying new things. They are making purchasing choices for the first time in their lives and so this is a prime opportunity for brands to connect and engage with students that could potentially become a lifetime customer.

However Freshers’ Fairs are a crowded place, full to the brim of brands vying for the attention of students. Therefore it is pivotal for brands to stand out from the crowd and create a lasting impression. Brand activation must be fun, attractive and engaging to break through the noise.

Brands that create an immersive, fun and memorable experience, create a much closer bond and connect more effectively with students. The experience of a perfectly formed experiential marketing campaign will inspire and ultimately build loyalty, so brands can expect to make a ‘friend for life’.

It is also important for brands not to forget the all important freebies. Year after year our research shows that Freebies are one of the main incentives for students to attend a fair. This needn’t be expensive. Students really do latch onto the most random of items. We have seen the wooden spoon top the poll for a favourite freebie. You really don’t need to go all out on your merchandise, you just need to get into the psyche of the audience and give them something they want and need. Brands that provide original freebies tend to be favoured and remembered, by students.

When planning your Freshers’ campaign do not overlook the importance of devoting the time and effort required to recruit the perfect promotional staff for your campaign and your brand. After all promotional staff are the face of your brand, they are on the front-line interacting with potential or existing customers.

This could be the first time someone has heard of your brand and we all know how important first impressions are, they can affect their perception of your brand for life. Promotional staff are a pivotal piece of any experiential campaign puzzle and they really are the difference between a good campaign and a great campaign. Engaging, professional staff will create a lasting impression on new or existing customers, not only enhancing the reputation of your brand but improving the success of your campaign. Our surveys have shown that 24 % of students were not aware of big name brands but over half of these would go on to purchase having interacted with them at the freshers fair.

With hundreds of Freshers’ Fairs happening across the UK and ROI in literally a matter of weeks, it really is an amazing opportunity for brands to make their mark in the student market. After the first 3 months of university life, students start to settle down into their new surroundings, the choices and decisions they made during their first few months have started to take form and stick. We see year on year brand loyalty forming during the Freshers period and lasting into life after study, so the fairs are a must for any brand!

Ben Bestford, Director at BAM Student Marketing said “Freshers’ Fairs are a fantastic way to engage with students who are making choices for the first time. Whether you are a startup, local business or global brand, everyone plays a part at these events. If you get it right, this could be a customer for life but don’t make the mistake thinking Freshers’ Fairs are the only time you should advertise to students. Continue to engage across multiple platforms throughout the academic year and more importantly, offer value for money.”

BAM Student Marketing is a niche, values driven agency. BAM have the experience and expertise to deliver full-service youth marketing campaigns from concept creation through to campaign evaluation, and everything in-between. Whether dipping into one element or the whole package, their clients benefit from their 20 years’ experience and unparalleled insight into the youth market.

The post Understanding Freshers’ week and how to target students appeared first on IPM Bitesize.

Amazon has teamed up with BAM Student Marketing to help bring Treasure Truck to key Freshers’ Fairs across the UK this September. Treasure Truck is a new way for Amazon customers to order and pick up highly desirable, limited-quantity products, food, and more. The truck is stocked with new, trending, local or delicious items on different days and will then cruise around the country.

The Treasure Truck launched in Seattle in February 2016 and after expanding to a further 24 US cities, the trucks are now coming to the UK. As well as visiting towns and cities across the UK they will be spreading the joy at 8 Freshers’ Fairs across the UK, creating a one-of-a-kind shopping experience.

“We all remember the sense of excitement we felt as children when we heard the jingle of the ice-cream van, and we hope to bring that same feeling with Treasure Truck,” said James Quick, head of Treasure Truck at Amazon.co.uk, in a statement.

“Every product has been cherry picked, from must-have Christmas presents to jaw-dropping offers, ensuring Treasure Truck will turn an ordinary day into something a bit more special. Savvy shoppers should sign up now to be the first in the know.”

Ben Bestford, Director at BAM Student Marketing said “we absolutely love the concept that Amazon have developed and are delighted to help them get UK wide coverage in the student market. With students making choices for the first time, this gives Amazon an unique opportunity to showcase how easy it is to purchase with them and make lifelong customers.”

Richard Wetton, Senior Manager of Amazon Treasure Truck said “Treasure Truck UK is excited to partner with BAM to engage university students during Fresher’s week. Students are a crucial demographic for Treasure Truck because there are synergies between the student community and the fun positioning of the Treasure Truck brand.”

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