Why are college ambassadors so powerful?
We’re not talking about students who represent their college. We’re talking specifically about college brand ambassadors.
+ Read More: College Marketing Should Be Part of Your Marketing Strategy
The college ambassadors who represent their favorite brands on social media, telling their friends why they should also love your brand.
So back to the question. Why are college ambassadors powerful? Come with us as we explain the power and influence of college brand ambassadors.
Why are College Students so relevant?
College students are the key demographics for brands to establish long-term relevance.
Unlike other demographics, college students are the social media savvy, leaders of the future. They are the most in touch with media and technology, and the most likely to grow with a brand over time.
In addition, college students have substantial disposable income, making them a pivotal demographic for businesses to engage with effectively.
As reported by OppU, college students, who are financially supported by their parents in college, spend their money in the following ways:
Additionally, college students collectively contribute an estimated $523 billion to the economy annually, as noted in articles like “Why the College Market is Important” by Refuel Agency and “Why Market to College Students” by Business.com.
Also, Gen Z is estimated to make up 30% of the U.S. workforce by 2030 [Pew Research]. College students are unique because they haven’t formed many strong brand loyalties yet. Their youth leads them to be impressionable to new things and open-minded.
So why should you target students?
The sheer number, disposable income, and open-mindedness provide brands with numerous lifelong customers for years to come. They’ll continue to spend and share with friends and family about your brand, ultimately expanding your brand and community.
Now that is one powerful demographic!
The Role of College Ambassadors
Now that you know their impact, I’ll explain what college ambassadors actually do.
Unlike traditional macro-influencers who typically are utilized in one-off posts, college ambassadors create content, post reviews, and participate in field marketing initiatives on an ongoing basis.
Therefore, college brand ambassadors reach new audiences in various mediums instead of just one like a traditional macro-influencer.
They are also unique because they’re cost-effective.
Typically, macro-influencers with large followings cost upwards of thousands of dollars for a single post. Meanwhile, college brand ambassadors bring brands to life through digital and field marketing initiatives.
This in turn is exchanged for money, products, etc.
In addition, student brand ambassadors are particularly helpful due to their high conversion rate.
Referral Rock notes that college ambassadors play a crucial role in referral marketing. Referral marketing can boost conversion rates by a remarkable 5-25%, making it a powerful tool for brands seeking to connect with college students.
Activating brand ambassadors establishes trustworthy, authentic relationships between brands and their target consumers.
How to Reach College Students With Ambassador Marketing
For all the reasons listed previously, college students should be a must for brands to target.
But how can you reach college students?
One of the most cost-effective and successful ways for brands to reach college students is to create a College Brand Ambassador Program.
Brand ambassador marketing is powerful because brands can build brand community and cultivate loyalty amongst their top fans and ambassadors. All the while activating them to drive sales on their behalf as well!
As Ad Age demonstrated, activating other college students as influencers and ambassadors is powerful because college students value trust and authenticity most in brands.
As researched by McKinsey:
82% trust their friends and family about brands and product advice, while only 52% believe influencers on social media [mckinsey.com]
Top College Ambassador Programs
Here are some brands with successful college ambassador programs:
goPuff
goPuff, a food delivery app, started working with college students as a strategic growth marketing initiative.
Back when they started working with SocialLadder, goPuff was a start-up that needed a cost-effective way to enter new markets.
As a result, they implemented a college brand ambassador strategy to do hyperlocal marketing and forge a content factory.
By activating brand ambassadors nationwide, they reached their target demographic where they live, study, and socialize – on college campuses. After enlisting college ambassadors, goPuff tapped into the unique insights and connections of students within their communities.
goPuff increases brand visibility and could provide tailored services and promotions, resonating with college students and making a win-win collaboration
+ Read More: How goPuff Created Their Lowest Cost Acquisition Channel
RedBull
Red Bull employs college students to promote its brand in a variety of engaging ways.
Their ambassadors are strategically positioned to organize and execute high-energy events, sponsorships, and activations on campuses.
For example, they host extreme sports competitions, music festivals, and exclusive parties. This then creates a buzz that naturally draws in college students, aligning perfectly with Red Bull’s energetic brand image.
Additionally, they provide free Red Bull Samples and exclusive access to exciting experiences.
Subsequently, Red Bull generates community and excitement around their brand, ultimately boosting product awareness and loyalty among college students.
Their college ambassadors serve as the living embodiment of the “Red Bull gives you wings” philosophy, a powerful marketing strategy.
Bubble
SocialLadder partner, Bubble Skincare has found a winning formula by enlisting college students to extend its brand reach on campuses.
By partnering with college students who understand campus dynamics better, Bubble Skincare creates a genuine connection with its target audience.
Their ambassadors go beyond traditional marketing. They organize engaging events, produce content, and share firsthand experiences with Bubble products.
This approach enhances brand visibility and cultivates trust and authenticity among college students, a critical demographic for skincare products.
Bubble Skincare’s strategic use of college ambassadors is a cornerstone of their plan to significantly impact the college market.
+ Read More: College Ambassadors, Reps, & Mega Influencers: Bubble Beauty’s Winning Combination
Kendra Scott
Kendra Scott has leveraged their organic college following through their Gems Campus Ambassador Program.
Via this program, college students are activated to bolster brand awareness on social media and cultivate community within college campuses.
In their well-crafted college ambassador program, students become enthusiastic brand advocates, leveraging their peer connections and social media presence to amplify Kendra Scott’s reach.
Gems create social media content, host in-store events, and work on campus philanthropic partnerships to drive retail and online sales.
Their authentic endorsement of the brand establishes trust and relatability among their peers. Beyond amplifying brand visibility, Gems also help foster a stronger brand community, maintaining a pulse on Kendra Scott’s hyperlocal markets.
This approach aligns Kendra Scott with the values and lifestyles of its target audience. Kendra Scott built brand awareness and a passionate community by using Gems.
+ Read More: Kendra Scott’s College Ambassador Program Increases Social Media Impressions by 169%
So Why College Brand Ambassadors?
College students represent a pivotal demographic for brands seeking long-term relevance.
Their technological fluency, spending power, and openness to brand engagement make them an ideal audience.
Leveraging college brand ambassadors emerges as a cost-effective and influential strategy to tap into this market. Unlike traditional influencers, college ambassadors offer ongoing engagement and reach across various platforms. This in turn fosters trust and authenticity that resonate with college students.
And with the combination of college brand ambassadors and SocialLadder’s platform, your brand can become even more successful. With features of modern ambassador UI, marketing tracking, agency-level support, and more, your brand’s ambassador marketing efforts can reach new heights.
