Title: exec VP.
Insight: The college market is incredibly diverse. Programs must be customized for diverse tastes and regional interests.
Tip: Never assume students know your brand. Campuses are breeding grounds for new influences.
Growing: The power of junior colleges and smaller schools. Great sponsor opportunities also lurk outside conventional venues on major campuses.
New sponsor areas: Women's sports, volleyball, track and field. Also: Olympic sports.
Beware of: Forcing concepts on students. Develop promotions around existing campus promotions to weave your brand into a school's fabric.
Opinion: Very few companies have mastered true integrated marketing. Quality programs demand quality execution at the local level with national support.
Secret: Avoid telling kids you're cool. Be cool by making that attitude intrinsic to the experience.
Avoid: Extreme sports that are visually exciting but inaccessible to the average person.
Trend: European influences in college music and fashion. The big coastal cities drive fads.