Brand enhancement: are students the best ambassadors possibile?

For an HEI marketer, It may be surprising and somehow exciting is the extent to which students are available and willing to contribute to the branding of their university.

For the 2020 launch campaign of Ca’ Foscari University Shop, it has been easy for us to gather students’ availability for the (numerous) photo shootings we’re doing these days. Kids were really professional, smiling, and easy to work with!

Students as influencers

Influencing is something students are perfect at. Word of mouth is a vital tool in student marketing. Recruiting and vetting students to be ambassadors of your brand can benefit you in various ways. They represent your brand while giving it a positive outlook in the eyes of your target customers. Unusual marketing strategies can be adopted by students (who can then be compensated with a gift card or cash!), which in turn increases your brand’s exposure and attention on that particular campus.

Brand awareness

According to research conducted, the average student has about 650 unique friends across their social media accounts. Through this network, they can create awareness through videos, hashtags, posts, and constant updates on your brand. Brands that sell products can go a step further and give ambassadors samples, which the student can then review on their personal accounts, gaining customers and increasing engagement in the process.

Brand influencers oìr student influencers

Loyalty is a major element that makes the difference between a brand going higher or falling flat in the market. Student ambassadors are more likely to be influential as they tend to be loyal to your brand. They can create recommendations and awareness to new customers and yield greater exposure to your present customers about new services or products. According to a study conducted by Nielsen, 77% of customers are more likely to purchase a product or use a service after recommendations from family and/or friends. This makes it easier to advertise in a cost-effective manner.

Photo: courtesy Ca’ Foscari University of Venice