I’ve been writing and marketing to college students longer than students study marketing and writing at college.
Or something like that. I’ve never been great at math. Point being, with a customer demographic solidly in the 18-24-year-old category, Urban Outfitters rightly devotes a good deal of attention to back-to-school messaging. Especially in our UO Home division, it represents one of our biggest business opportunities each year. And so we sought out to create a brand inside our brand to serve that opportunity: Urban Outfitters On Campus. Launched a few years ago, UO On Campus has grown to include digital marketing, print catalogs, a video series, content and social media, contests, in-store activations, brand partnerships with Barnes & Noble, Fujifilm and Hunter, and more. “On Campus” has become the way we talk about the back-to-school season at UO, which is just one way you can tell it’s working (there’s also the millions in sales, but again, math).
