Written by: Edrian Blasquino
Just like any institution, the campus has its own community. And as every community often does, it develops its own commerce, an ecosystem of textbooks, t-shirts, and tuition fees. As expected, these transactions may get too complex for a few accountants to handle.
Fortunately, technology and modern marketing techniques have made commerce easier to manage than ever. While it’s still no cake walk, it will certainly beat pencil-pushing paperwork. But before any of that, you need to know how campus commerce has changed in the past decade.
How Campus Commerce Has Evolved
Efficient Automation
Automation remains the best contribution that AI has towards campus commerce health. People may get excited about generative models, but those are still young and untested. Automation is tried-and-proven, allowing employees to get so much done, especially for busy schools.
In addition to the administrative benefits, automation makes the business accessible. Even students can learn a simple template and contribute to the thriving campus economy. It’s also very handy for large universities that handle hundreds of student transactions daily.
Database Management
All the data gathered by these transactions can be put to good use. Campus databases can give higher-ups a solid overview of which products are working well and which aren’t doing so hot. A click here and there should easily bring you a student’s entire purchase history. Simplifying the auditing process makes reports a breeze.
Of course, good databases need robust security. Students, teachers, and guardians alike trusted your school with their sensitive information. The expectation and ethical responsibilities lie entirely on you. In addition to cloud backups, make sure a physical drive is secure somewhere.
Digital Wallets
Gone are the days of pure paper transactions, especially for savvy smartphone users. There is a plethora of digital wallets available to those who know where to look. Whether it’s big corporations like Apple and Google or independent apps, digital wallets give users a fantastic way to pay.
Compatibility with digital wallets must be taken into account when refining your campus commerce ecosystem. You can even implement a rewards program for those who use certain apps that sponsor the university, incentivizing purchases on the campus itself. This is particularly handy for funneling people to school cafeterias and bookstores.
Web Stores
The trouble with a campus commerce system is that so many organizations want a slice of the pie. A school gets large enough, and it may not have the necessary space for storefronts. Web stores sidestep the issue entirely by providing an all-new storefront. Products could range from mandatory textbooks to custom-designed apparel for student organizations.
A digital storefront provides many benefits unavailable to brick-and-mortar stores. A web store can field surveys, gather data with ease, provide instant searchability, and seamlessly work with an actual store. In essence, web stores allow customers to bring the school to them.
How To Foster Direct-To-Community Brands on Campus
Social Media
Every student is on their phone these days, and they’re browsing social media. Sites such as Twitter and Instagram have built businesses off of viral videos and tweets. If nothing else, it’s an easy and fun way to expose a campus brand to the community with very little cost.
Depending on what kind of academic institution you are in, social media posts can be so flexible. Community colleges can emphasize the people aspect, showcasing the unique folks one may encounter. Influencer marketing could also help brands connect with the youth via their favorite personalities.
Campus Outreach
For all the advantages technology can give, there’s still no denying the power of a friendly face. Interacting with the clientele directly remains a surefire way to the hearts of those in the community. Pop-up shops at local malls and community centers help expand the school’s brand. Naturally, these places also have plenty of potential students.
Some colleges may even get sponsored by other local businesses. A sports center could provide a local college with unique facilities once a week. Reach out to these businesses and see if a partnership can be worked out, as they are invaluable resources.
Community Projects
Projects within the community also paint a bright and wholesome image for your brand. Plus, it’s a great way to pay it forward within the community, the same community that has so graciously provided your campus with students. People love helping education, so you should spread that adoration outward, too.
Students should be given the reins on some of these projects. Young minds are hungry for responsibility, especially for causes they care about. They want to be seen, and community projects allow them to be seen doing something good. Naturally, teachers and campus staff should ease them towards safe ways to do so.
Authenticity and Transparency
Students are especially critical of academic institutions, as their guardians are the ones footing the bill. When you make promises, be it prom night or sports festivals, keep them. Trust starts with action, and action starts with giving customers the truth of where their money goes.
Consistency in messaging and action is key. Promises made in marketing must align with real-world practices. Any disconnect can lead to skepticism or disengagement. By prioritizing integrity at every step, campus commerce can build a brand that the community not only supports but proudly champions.
Final Thoughts
A school ecosystem is a fragile thing, and that’s why campus commerce must be taken seriously. If overpriced textbooks are the stereotype for colleges, do your part in breaking that. Utilize modern technology and techniques to make a thriving campus ecosystem. That is the key to a successful school business that treats customers right.
