Alumni and parents may not naturally seek out the campus store when they want to show their school pride or support their institution. The key question becomes: how do you intentionally drive alumni and the extended campus community to your college store site?
Increasing Web Traffic Beyond Students
Many of the strategies used to attract student shoppers can also be applied to alumni and community audiences. Partnering with campus departments such as the alumni association, athletics, or advancement can significantly expand your reach. With a few thoughtful adjustments, you can optimize your eCommerce site and marketing efforts to appeal to both student and non‑student shoppers. Below are three simple, effective ways to build on what your store is already doing to better engage the extended campus community.
1. Improve your campus store website SEO
Search engines are one of the primary ways customers discover your website. Search Engine Optimization (SEO) helps ensure that the right people are directed to your store when they are searching for products you sell. Here are three methods for improving your college store site SEO.
- Optimize product descriptions – Create unique product descriptions rather than duplicating manufacturer text. The descriptions should naturally use log-tail keywords that will reflect what customers will search for, such as (School name) vintage sweatshirt. A good description will tell the shopper who the item is for, how it fits, how it is connected to your school and what makes it unique. Aim for a clear, conversational tone.
- Optimize image alt text – Image alt text is extremely important for eCommerce sites because images are an essential part of the shopping experience. Image alt text gives search engines more scanning opportunities for keywords and improves your site’s accessibility. Alt text describes the image clearly and incorporates keywords for the product. The goal is to keep the text concise and descriptive, and do not try to fit as many keywords as possible.
- Optimize local search engine traffic – Is your store appearing in search results for its geographic area? If not, there are some steps you can take. Check that your business information (store name, location, hours, contact details) is consistent across all platforms, including your website, Google business profile, and social media pages. Next, include some location-specific information on your site, like references to the campus or city. This will help search engines connect your store with the location. Image alt text and product descriptions can also help reinforce this.
2. Motivate alumni shoppers with nostalgia
Nostalgia is a powerful motivator for alumni engagement. Former students want to reconnect with their college experience and show ongoing support for the institution. When creating marketing campaigns aimed at alumni — whether through social media, email newsletters, or digital advertising — look for opportunities to tap into those memories.
Sharing throwback photos, highlighting vintage logos, or featuring long‑standing campus traditions can spark emotional connections. Using age‑appropriate models or showcasing alumni‑focused merchandise collections also helps alumni see themselves reflected in your brand. These subtle touches reinforce a sense of belonging and encourage alumni to engage with—and shop from—your store.
3. Expand your social media audience
Effective social media marketing starts with understanding where your audience spends time online. Alumni and parents could be active on a variety of social media platforms, including Instagram, Facebook, TikTok, LinkedIn, etc. Targeted advertising, alumni‑specific posts, and occasional throwback content can help keep this audience engaged and connected to your store.
Consistent but intentional outreach is key. A monthly nostalgia‑themed post, alumni spotlight, or promotion tied to homecoming or major campus milestones can help maintain visibility and encourage repeat visits to your site.
By making a few simple but strategic changes, you can attract a broader and more diverse audience to your college store website—strengthening relationships with alumni, parents, and community members while better serving the entire campus community.
