Student Insight and the COVID Roadmap
This week, the Government announced the COVID-19 Roadmap which provides an insight into the return to normality nationwide. With outdoor hospitality venues opening in late April, and the proposed opening of all public venues by June 21st, the optimism for a summer that will see restrictions lifted has returned for brands and students alike. The optimism that the COVID roadmap has brought means that the return to experiential marketing to target the student audience is fasting approaching. In discussion with our brand partners, we are seeing a focus on the summer as a pinnacle occasion to bring back brand to hand experiences, sampling and live activations both on campus and at public events.
With the student academic calendar ending in May, we wanted to understand student opinions on the COVID roadmap, as well as their plans for returning to university. We conducted an insight study with 150 Raptor Ambassadors to create a report which analysed student’s plans for return this academic, semester as well as across the summer and into September.
Our research found that the majority of students (59.3%) are currently residing in their student accommodation, with 77% planning to return home before the end of term at University. While the University term ends in May, 73% of our respondents noted that they were planning to spend time during the summer at their University city.
Following the positive response at the benefits of regular student insight from our clients, we are launching the Raptor Monthly Student Insight Forum, which will allow brands to gain monthly access to student insight with our community of brand ambassadors nationwide. The forum will be a drop-in session where we present our student insight for the community, with brands able to ask specific questions to our student audience to inform their activation planning in 2021.
With optimism returned, and students planning to head back to university over the summer, our student insight will provide an invaluable resource for brands aiming to target the student audience.