Learning as much as you can about where you’re running your campaign can be incredibly beneficial. Little tricks can tip a campaign from good to great, and the best resource you have for this information is your Marketing Captain. The Black Sheep has compiled a helpful list of questions we ask our Captains before we run our marketing campaigns.
Where are ideal places to run this campaign?
Location, location, location - that’s what The Black Sheep has learned while marketing at over 50 schools. You might have an amazing marketing strategy, but if no one is around to see it, then it won’t do your company any good. Your Marketing Captain knows the campus far better than you do, so their advice can be incredibly helpful. They know the best bars, the most popular deals, and ideal study spots. If you need help, or even just a second opinion, this is a great question to ask.
Do you know any successful campaigns that have been done on your campus before?
Tons of companies in a variety of industries are all trying to get the attention of college students. Odds are, your Marketing Captain or their friends have seen other campaigns before. Ask them about what they’ve seen, and get their impressions. Did some events work better for companies than others? Did some events fail miserably? How did students feel about the tactics used? You can pick up a number of tips, ideas, tricks, and things to avoid.
How do you think students will respond to our campaign?
In addition to knowing the campus better, Marketing Captains know their peers better as well. Each college campus, and the students there, have their own unique characteristics. A campaign at one school may not be as well received by students at another school, depending on the region you’re marketing in. For example, students on the east coast may love free koozies, while students in the midwest may prefer bottle openers or T-shirts. Getting an idea of the reception from your Marketing Captain can help you make last minute changes or go ahead with your plans.
Can you think of any improvements?
Hearing new ideas or even getting a fresh perspective never hurts. Your Marketing Captain may not be the most experienced when it comes to marketing, but students can have fabulous ideas that you may never have considered. Having a surplus of ideas can only help you. Also, ask them about your swag and flyers. Do the messages make sense? Are they effectively aimed at college students? Are they enticing enough? It doesn't matter how cool your flyers look to you if college students don't find them appealing and easy to understand. Even if your Marketing Captain doesn’t have any spectacular feedback, it doesn’t hurt to ask.
What is your honest opinion about the campaign?
Since you’re in charge of your Marketing Captain, they may be reluctant to share their honest opinion with you. You’re their boss, and they might be intimidated or scared to criticize your plan. So make sure to push them and ask what they really think. They may know crucial details that can save an event from being a total disaster. Maybe you want to throw a bar event on a Wednesday, while your Marketing Captain knows that Thursday at that bar is much more popular. Perhaps you want to reach underclassmen at the library, and your Captain knows that a different library across campus is much more popular for younger students. Little changes can make a big impact, so make sure your Marketing Captain tells you exactly what they think of your events.
You hired your Marketing Captain for a reason, and before you start your campaign, consider checking in and asking key questions to help improve your plans.
