Do you remember your college days?
Most of us only had two things on our minds: Our friends, and our studies. Okay, maybe not all of us had studies on our minds, but we did spend a lot of time with friends! We’d go to tons of events, parties, clubs and societies, activities. We’d even have different groups of friends for different activities… Ah, the life!
As we speak, there are 1.3 million students in Malaysian colleges and universities. And on every single course or program on every campus, these students are organising meetups, activities, and events of every size – small, large, and sometimes, huge!
Some of these students managed to get support from the right sponsors. That’s when it gets really WOW. Those are the events which get remembered.
However, there’s probably even more events which go forgotten, because the students never had the support to realise the full potential of their intentions.
Student events through the eyes of the student
When I was in college, my student club had a concert fundraiser in mind. We wanted to get the best student performers to wow the public. We wanted to help a nearby orphanage with their expansion. And of course, we wanted sponsors.
So we headed into the shopping mall with our folders and pens, going from store to store, thinking that was the way to get ‘sponsorship’. You can imagine how it felt to be chased away. Defeated, our parents ended up being the unwilling sponsors!
Others were luckier. I went to a prom once, which was sponsored by a mobile phone brand. And it totally elevated the idea of a ‘student event’ to the next level! Everything from mirror balls to DJ decks to branded prizes, the guests felt like VIPs for one night! Everyone woke up the next morning wishing they could relive those moments.
For a brand, making these marketing decisions may be just part of your job, but done right, you really make a difference in the lives of students!
So, how often does this happen?
Not every sponsor is lucky enough to integrate themselves into the student’s lives so well, and hardly any students get their best intentions brought to life by sponsors. This is a pity! Students are putting so much energy into these activities, and for once, they are inviting brands to be part of their world. So why shouldn’t this happen often?
This drove us to do something about it.
Opening the doors for the brand
My current work with Youth Asia gets us connected with every student organisation and campus in the country. We have spent the past year working with them, as they continue to organise events and activities, from prom nights, to education and career fairs, to music festivals, bazaars, sports events, student orientation, and charity fundraisers.
Except now, we have compiled an ongoing calendar of student events, and can manage everything in a way where sponsors gain from Youth Asia’s campus network, connections and expertise, and engage student properly, without the administrative and coordination hassle we used to know.
For example, in, September we had over 100 high-traffic student events across the country, and for 2010, we already secured many major student events for sponsorship by the right brands.
What this means is that you don’t have to wait around till you chance upon something relevant to you. Instead – you can now plan in advance and PICK and CHOOSE the events you feel are relevant to your organisation. Coupled with our long term investment in student brand ambassadors and exclusive partnerships with 50 of the largest campuses in the country, we’re opening up the doors for your brand to be the ultra cool sponsor who helps boost these events, and reach a crowd of students who are more than happy to engage with your brand.
As a result, we’ll be making a difference in the lives of many more students across the country.
The big secret
We live in a world where all the hype is about how social media is changing everything. On one hand, it is true. Students are spending a lot of time online connecting through the screen. On the other hand, they want to interact face to face, too! In fact, because they mostly have virtual interactions, ‘real-life’ experiences do stand out more, and touch their lives on a deeper level. This is the kind of youth engagement which matters.
And to help them make it happen, it is not too difficult. Sometimes, all they need is a little nudge…
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Khailee Ng is the Executive Director of Youth Asia.
Youth Asia is a youth powered organisation which connects brands, business leaders, governments and the media with youth.
Representing the largest student organisations, youth communities, and influencer networks, Youth Asia also owns its own online opinion and research community, YouthSays.com with a member base of over 200,000 youths in the region.
Youth Asia has led and executed over 250 youth research projects, nationwide marketing campaigns, and the nation’s largest Youth Festivals.
Youth Asia is also the co-organiser of YES2009 and guardians of the SEAchange movement.