Universities continue to be one of the most valuable spaces for attraction marketing and there are key trends shaping this impactful approach, explains Jess Pearson at FourthWall.
2024 was a transformative year for on-campus marketing, as brands sought new ways to engage with students in an increasingly digital world.
As we head into planning for 2025, on-campus activations are proving to be more essential than ever for building authentic connections with early career talent.
In a world where digital advertising dominates, there’s something uniquely powerful about meeting your audience where they live, learn, and socialise.
On-campus marketing taps into this power by embedding brands directly into the environments where students are most engaged, fostering genuine connections that no digital ad can replicate.
But why is on-campus marketing so effective? Here are the key reasons why campuses remain one of the most valuable spaces for experiential and attraction marketing.
1. Captive audiences in high-energy environments
University campuses are vibrant ecosystems filled with curious, ambitious, and socially connected individuals. Students are eager to explore new opportunities, engage with brands, and share their experiences.
Unlike traditional advertising, which fights for attention amidst a cluttered online space, on-campus activations place brands in front of a captive audience who are actively present and ready to engage.
According to EventTrack, 91% of consumers report more positive feelings about brands after participating in branded experiences.
Consider the power of setting up a brand experience near a bustling student union or an outdoor courtyard between lectures. These spaces are hubs of activity, making it easy to capture attention and spark interest naturally.
2. Face-to-face interaction builds trust
Gen Z – today’s primary university demographic – craves authenticity and connection. They’re sceptical of overly polished advertising and are far more likely to trust a brand they can interact with directly – 71% of Gen Z consumers say their trust increased following their interaction with a brand at a live event.
On-campus activations enable face-to-face engagement, allowing brands to have real conversations, answer questions, and demonstrate their values in a tangible way.
This direct interaction doesn’t just build trust, it reduces application reneges. Engaging with students personally helps solidify their decision to pursue opportunities with your organisation. By creating memorable, positive experiences, companies can strengthen students’ commitment, ensuring they’re more likely to follow through with applications or career opportunities.
3. Context creates relevance
One of the most significant advantages of on-campus marketing is the context it provides. Students don’t need to leave their day-to-day environment to interact with your brand. By being present in their space, your campaign feels more relevant and accessible.
For example, an early careers brand running an activation during a campus careers fair immediately aligns itself with the student’s priorities and mindset.
4. Amplification through word-of-mouth and social media
University students are natural networkers, both in-person and online. A well-executed on-campus activation doesn’t just reach the students who attend, it sparks conversations that ripple out to their peers and beyond.
In fact, The EventTrack2025 report showed that 72% of event attendees capture content at events. From Instagram stories to group chats, students love to share exciting experiences, giving your campaign organic amplification.
Imagine the buzz created by a visually striking activation that encourages students to snap photos or share their experience with a branded hashtag. The campus becomes your stage, and the students your co-marketers.
5. Insights directly from your target audience
On-campus activations also provide a unique opportunity to gather insights directly from your target audience.
By observing student behaviour, engaging in conversations, and analysing participation rates, you can gain valuable data to refine your approach for future campaigns. This direct feedback loop is invaluable for brands looking to build meaningful relationships with students.