Foreword Online

Ideas, information and industry news for collegiate retailers



How Can Honesty Make Your Marketing More Powerful?

Posted by Lori Reese on 4/24/18 10:30 AM

Let’s be real. Marketing isn’t exactly a field known for honesty. In fact, most people associate the work with obfuscation, dissembling and hyperbole. And those are gentle terms. Some folks just say marketing is nice word for lying. As it turns out, research shows young people are increasingly wary of anything that resembles spin — and companies have caught onto that, developing campaigns that illicit trust with unvarnished appeals. Collegiate stores might consider using similar forms of extreme honesty when reaching out to students. Such campaigns often win a surge of long-term, loyal customers.  

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What You Need to Know to Reach Generation Z Students

Posted by Liz Schulte on 3/26/18 5:30 AM

Generation Z students have set themselves apart from millennials and Gen X in more ways than just their comfort-level with technology. The young, pragmatic generation’s attitude about education and debt is changing the educational landscape. Here’s what you need to know.

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4 Ways to Market Your Brand to Students

Posted by Liz Schulte on 2/8/18 5:30 AM

The sounds, sights and sensations hurled at students grow as more people fight to win their demographic. A variety of businesses vie for their attention, each promising bigger and better things if they are chosen. With so much noise all around, how does your store stand out from the crowd?

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4 Practical Ways to Break Through to Generation Z

Posted by Liz Schulte on 2/6/18 5:30 AM

You need to buy a new coffeemaker. Does a commercial with a former TV doctor advertising a coffeemaker and jet-set lifestyle influence your decision more or less than hearing your sister or neighbor talk about how much they love their new coffeemaker and all the features it has? The answer to the question comes down to one thing: trust. Consumers trust people they know. People who are “real.” Students are no different. In fact, Generation Z is even more inclined to reject conventional advertising than their previous generations.

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5 Ways You Need to Spotlight Students’ Bottom Line

Posted by Lori Reese on 10/12/17 5:30 AM

Winning the heart of today’s student means showing you care about the two things: money and career.

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Blink, Laugh, Share, Forget

Posted by Lori Reese on 8/22/17 5:30 AM
Those four words capture Generation Z in a nutshell, according to marketing consultancy The Future Company. The age group born between 1995 and 2015 will comprise more than a third of the US population by 2020.

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Colleges in Crisis

Posted by Liz Schulte on 8/16/17 5:30 AM

Colleges face changes in the educational landscape daily. However, the current storm of revenue losses, student stressors and negative public perception has thrust many into uncharted territories. What are the issues facing today’s administration and how do they affect the college store? 

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