Haidan DongNothing marks the end of summer quite like back-to-school sales. There are over 22 million students enrolled in postsecondary education in the US and Canada (NCES and Statistics Canada). This makes selling print to students a big market opportunity that many printers don’t have a marketing strategy for.
In this article we present four tips for selling print services to students throughout the school year so that you don’t miss this profitable opportunity.
How do I market print products to college and university students?
1. Use Strategic Digital Marketing
It’s commonly acknowledged that students spend a lot of time online, but that doesn’t mean you should simply resort to the same digital marketing strategy that you always use. It’s better to focus on the digital strategies that have been proven to work among this particular demographic.
Be Mobile-Friendly
The major shift away from computers and laptops, especially among young people, means that it’s crucial to optimize your website, blog, and other pages for mobile phones.
Here are a few ways you can do this:
- Structure your website layout to display correctly on phone screens
- Shorten your pages so that users don’t have to scroll very far down
- Add share buttons for social media apps popular on phones
- Keep things simple by avoiding elements that require Flash or other plugins uncommon for phones
Don’t forget to make your print shop visually appealing too so that students can share pictures of it on social media!
Go Beyond Ads
Students have repeatedly shown that they respond better to content than ads. Here are a few pointers to take digital marketing beyond ads:
- Tell your company story in a way that’s relatable or inspiring
- Use images and make them easily shareable on social media
- Showcase innovation and teamwork, as students value these characteristics in businesses
- Claim your business on popular review sites and ask for reviews from your customers
2. Encourage Word-of-Mouth
Traditional word-of-mouth is equally powerful because word travels fast in student communities. Establishing trust with students makes it more likely for them to say good things about you. Connect with key influencers such as members of the student council or decision-makers in large student organizations. Show that you care about and can meet students’ needs by:
- Talking to them in person
- Engaging them on social media
- Learning more about campus events that you can print for
- Seeing what printed products are used
- Seeing what other businesses are doing to market to them
If your budget allows, hiring a student as an ambassador or seasonal worker in your print shop also builds trust between your business and the student community. You’ve demonstrated your trust in them, so they can demonstrate their trust in you.
3. Target Student Groups
Student groups are far bigger buyers of print than individual students. They often have a budget set aside for promotional materials and if you successfully satisfy them once with your printing services, they’re very likely to become repeat customers.
Support a Cause
A good way to promote your business to student groups is to support a cause that is popular among students. Research some big movements that you can be a part of, such as environmental initiatives, the Buy Local movement, etc.
Make your stance clear by stating what you do to support your cause. For example: “We use recycled material for this particular print product.”
Attend Events
Another good way to catch the eye of student groups is to get involved in events. Attend as a sponsor, panelist, exhibitor, or vendor and use that as an opportunity to network and introduce your printing services.
4. Promote Popular Products
If it sells well, then sell more of it! Here are some of the most popular print products for college and university students:
| Product | Bought for… |
| Posters | events, nonprofit educational materials, dorm decorating |
| Flyers | promoting student groups, college/university fairs, lost/item for sale |
| Variable Tickets | charity raffles, campus events, galas/performances |
| Roll Labels | sports teams, orientations/parent visits, bumper stickers |
| Postcards | recruitment, student freelancers, school elections |
| Business Cards | business schools, recruitment, student startups |
| Booklets | thesis/dissertations, faculty annual reports, yearbooks |
That Sounds Like a Lot of Work
Why not let an outsource printing partner handle production so that you can focus on marketing your business? SinaLite prints all the products mentioned in this article at wholesale prices. Check out their website to learn more.
We’ve covered just a few tips for selling print to students. What are some strategies that you use?
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