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Snapchat: New Age Marketing for College Admissions

As marketers we are being told time and time again how the next generation needs to be marketed to in a different way. Gen Z is an interesting group. They are the tech natives; they value sincerity in brands and advertising.

Gen Z LOVES Snapchat!

Snapchat is an image-messaging app that allows you to send pictures to friends that will last up to 10 seconds before they disappear forever. One of the biggest problems that I’ve heard from admissions teams at universities is, “I’m just not sure how to incorporate Snapchat into our marketing.”

Well … I’m here to tell you the perfect way to add the app to this year’s marketing goodness.

The main users for this app are 18 to 24 years old, followed almost directly by 13 to 17 year olds, and there are more than 200 million users worldwide.

(Infographic below from mashable.com)

Get the attention of prospective students:

Snapchat is a great app to get your prospects to interact with your brand. The more people that share your brand, the more brand awareness you get, and that’s free advertising.

With Snapchat, you can create geofilters that are specific to your school. Drake University used a geofilter of their mascot, the bulldogs, for prospective students to overlay on their photos while they were on a campus visit. University of Michigan has created filters for freshman move in days, football games and even their commencement ceremony. The commencement filters were used more than 2,000 times in 6 hours and had more than 100,000 people view them. (nbcnews.com)

Show off student life:

Duke University has the right idea when it comes to Snapchat. They not only use it for student outreach, but they also use it to showcase some student life on their campus, and they are great at it. Their snaps usually are full of humor and they make great use of the Snapchat Stories feature.

Get help from student ambassadors:

Your admissions team is busy, and I’m sure you’re thinking you don’t have the resources to have someone running Snapchat campaigns. The truth is, students are the ones who are going to know the most about this app. Chances are they use it every single day. Why not have them use it as a way to get involved on campus?

Colorado State is a great example of using this technique. They employ students on campus to run the app, after they set them up with a set of rules of course. If you need an example of some rules to give your students, check out this Do’s and Don’ts letter Colorado State sends out to their ambassadors before the fun begins.

It’s so important for us to reach students where they are. If you don’t have a Snapchat account for your college or university, it’s time to get one.

By Kristen Fisher, Brand Manager, Capture Higher Ed

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