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A Higher Education

Electronic marketing your course to college students can pay off big in increased rounds and revenue.

If you're not e-mail marketing to college students, perhaps you should be. Today's college students are one of the earliest generations that have had five to nine years of Internet, e-mail, Web, Instant Messaging, wireless and other digital experiences woven into their lives.

Most college kids are parent-supported-with plenty of discretionary income-which makes this group very attractive for e-mail marketing. Here are some compelling statistics:

•  College students have $122 billion in on-campus spending power.
•  The average student's family has an annual income of more than $89,000.
•  Almost 75 percent of students maintain jobs while attending college, earning an average of $645 a month.

More important than what college students spend today is the fact they are the consumers of tomorrow. Building relationships now could pay off in a big way down the road, as well as produce current sales and revenue.

For example, in Austin, Texas, there are more than 50,000 students at the University of Texas alone, and more than 100,000 total college students in the Austin area. That population rivals some cities.

And guess where a lot of them will live after they graduate and start working at Dell, AMD, Motorola? Guess who will influence future corporate tournaments and events?

Many students grew up living online in perhaps the most advertising-saturated time. They're a very savvy generation when it comes to advertising in general and online advertising in particular.

Here are some key factors to bear in mind when planning an e-mail marketing campaign to target this group:

•   They're bombarded with advertising and have been since birth.
•   They can smell untruth, deceit and hype a mile away.
•   They avoid the morning like the plague. Gear your communications and promotions for the afternoons and evenings.

Taking all this into account, some recommendations for e-mail marketing to college students are:

1) Be completely honest and forthright in communications. Your promotions need to be value-based and straightforward. Don't create confusing "buy one round and get a second 1/2 cart for free" promotions.
Instead use promotions such as "students play for $19 in the afternoons," which are probably your slower times especially in the summer. And guess what, they eat and drink. They'll order two burgers and have five sodas without blinking an eye.

2) Provide something of value that helps sell why they should golf, especially at your course. It could be a report that shows that 78 percent of corporate executives play golf on a regular basis, or a report that stresses the importance of golf with high-paying careers in sales or other corporate positions. Send an e-mail with that report with an offer to join your player development program.

3) Take the time to speak with students and find out what's on their minds. Then figure out how to incorporate what you do with that knowledge.
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