Ask a CASP

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We launched "Ask a CASP" in the April edition of NACASTODAY, our membership newsletter. In this feature, we invite a member who has the CASP certification to answer some of the commonly-asked questions in the NACAS Lounge. As experts in their field, CASPs are uniquely qualified to provide insight into the world of auxiliary services and to answer the burning questions of our membership.   

Cindy McClanahan, CASP, is the Director of Marketing and Communications for auxiliary services at Georgia College. 

1. How would you advise institutions to structure their marketing teams for auxiliaries?

The key to marketing success in the Auxiliary Services environment is to have your marketing professional at the 
center of your team's action. A marketing pro should have 
basic knowledge of each functional area and be up-to-date 
on each unit’s priorities and challenges. Ideally, an Auxiliary Services marketing professional should 
strive to have a 30k feet view of the department to be able to identify areas where units can support each other. For example, 
how can you use a bookstore event to promote a parking and transportation initiative? Can you find a way for dining to partner with your one-card office to boost transactions?

2. What's your advice for reaching students? 

There’s no silver bullet when communicating with students. Social media is great, but each campus has their own platform preference, so Instagram may be huge in one location, but SnapChat is king somewhere else. It’s an old rule, but "3 in 3" still applies: Tell your audience the same thing three times in three different ways. Guerrilla marketing seems to have the biggest impact with students today. Guerrilla marketing is an inexpensive, nontraditional marketing experience, as opposed to passive advertisements. For example, Coca-Cola’s "Hug Me" promotion involves Coke machines that distribute free soda when a participant hugs the machine. It generates off-the-charts buzz when it’s used at a location. On a local level, our on-campus Barnes & Noble bookstore recently hid Easter eggs filled with coupons for free promotional items all over campus and posted clues on social media. Students did the marketing work for us by sharing the social media posts and selfies as they found the eggs. Millennials and Gen Z have grown somewhat immune to traditional methods. Guerrilla marketing tactics, where the audience members participate and then eagerly share their experience, turn into marketing gold.