Spotlight on: Running a Seamless Freshers Campaign

1. Why do Freshers Fairs offer such a great opportunity for brands?

It’s a gathering like no other. Freshers provides a unique setting in the sense that thousands of students are actively there seeking out new experiences, products, and services. At a freshers fair, students are there to see you, and what you have to offer them.

It’s also the first time that many students will be managing their finances themselves. With the drop of their first loan, students are now making their own purchasing decisions - what better time to show students why they should pick YOU instead of a competitor?

2. All campaigns have their strengths and weaknesses, but is there anything you would advise brands to avoid when planning a campaign?

I always think the key thing is to avoid overcomplicating it! It’s important to recognise that in the Freshers environment, students are often pressed for time and bombarded with information - it can be pretty overwhelming so keep your campaign requirements minimal and straightforward to encourage participation. 

Don’t overload students with overly complex messaging or demands. Instead, aim for quick, impactful messaging that leaves a lasting impression. Gen z has a shorter attention span (you’ve only got 8 seconds!) so keep it short, sharp, and powerful to capture attention and stick in the minds of students. 

That being said, also keep it personal; make sure your campaign aligns with your brand message and it’s relevant to what you have on offer. You don’t want your offering to get lost in a sea of spinning wheels!

Don’t rely solely on the internet. Due to the sheer mass of students in the same place at the same time, connectivity can sometimes be an issue. Always have a backup offline option.

And finally, always follow up! Consider sending an email reminder afterward to present your offerings in full detail and reinforce your brand message.

3. Having such a high volume of events in a short period of time surely causes some logistical challenges, how do you overcome these?

An important thing that I’ve learnt over the past few Freshers Seasons is that you can never be too early when it comes to planning. That’s why we’re already in conversations with unions across the country, getting ready for Freshers. We’ve already collected over 50 different Freshers dates - we’re ready to hit the ground running!

Starting early means we can engage in meaningful discussions with our union partners to secure an optimal stand space, strategically positioning ourselves in high-traffic areas to maximise visibility and engagement opportunities. It also gives us enough time to go over staffing requirements, selecting the right staff that will resonate with your brand's values.

However, it would be silly to not expect the unexpected. Challenges and last minute changes always creep up and are part of the freshers journey. That’s why it’s important to stay flexible. Thinking on our feet is not just a skill; it’s a way of life at Crowd!

4. Have you got a favourite Freshers campaign that you’ve worked on?

That’s like asking me to pick my favourite Harry Style song! If I have to pick one I would say our 2023 Lee Kum Kee campaign definitely made some noise. The stand itself was big, bold and eye-catching, having Lee Kum Kee’s products and recipes on display was also a great addition, providing inspiration to students and context to what they could create at home. The student journey was simple yet effective, making it easier for students to engage and interact with the team - the offering of a free £10 e-voucher was a great incentive which enticed students to participate.

We also ran some additional digital media activity alongside the campaign to keep the Lee Kum Kee brand fresh in students minds, and to engage with any additional students we may have missed over freshers overall delivering some great results for them.

Then, there’s also the 2022 Urban Eat campaign, which will always have happy memories for me as it was one the first end to end campaigns I worked on. We had a branded fridge and sample bins filled with free food so it’s no surprise that students were all over it - who can resist a delicious snack, especially when it’s on the house. With bright creatives, edgy slogans across the stand and branded merch, we were highly visible at all angles of the fair. With a sandwich in one hand and a branded bag in the other, students were walking billboards for Urban Eat.