If our Non-Traditional student campaign challenged us to use a wide array of tactics, this campaign tested our knowledge and access in a number of markets to develop a truly multicultural grassroots engagement strategy.
For the truly passionate marketer, it gives them no greater pleasure than to have the ability to brainstorm and create untethered to any budgetary or creative restrictions. Unfortunately this is a rather utopian concept. The reality is in effort to reach the targeted populous and to be responsible to the investment return, one must often sacrifice. Perhaps the closest I can remember coming to this marketing oasis, was in the planning stages Metropolitan College of New York (MCNY's) Bronx Campus Relaunch campaign.
Recruiting students to any college campus can be extremely challenging. Especially in this day and age when the lanes for communication vary vastly and a number of messages traveling in these lanes are more than can fit, or that any one person has the mental bandwidth to process. The same challenge presents itself in communicating with the current student body. Disseminating information and communicating to thousands, sometimes tens of thousands, of current students who differ in terms of matriculation levels, interests, and attention spans can seem like mission impossible.
It’s no secret that social media is a preferred method of receiving and sending information amongst student bodies and those aspiring to become students at the collegiate level. Colleges and Universities, some more hesitantly than others, have come to the realization that using social media as one of the main tools for communicating with current students, alumni, and prospective students is an absolute necessity.
Highbrid takes a similar approach to grassroots marketing in the ethnic community that a doctor or nurse might take with medication. Sure you can give a patient a pill and wait for it to eventually trickle down through the digestive system into the bloodstream, or you can intravenously inject that medication directly for maximum and immediate impact. Highbrid prescribes to the later. By using influencers or tastemakers in the targeted community to spread the brand messaging, you can get theimmediate and maximum impact of intravenous inoculation into the bloodstream of the community. Barbers were perfect for that.