This news came to my Inbox today:”Today’s Campus is launching a new publication designed as a resource for the parents of the entering freshmen college class. The handbook is expected to reach over 1 million readers this summer as they prepare to take the first steps towards college.”
I experienced one of those odd moments when you find yourself laughing at something and wish you had someone right there to share the comedy. Right now, you’re my someone.
Check out this excerpt from above carefully: ‘as they prepare to take the first steps towards college.’ Now reread the entire quote above again. Who is the ‘they’ in the sentence? The handbook is clearly for parents, so it is the ‘they’ that made me laugh as I imagined parents packing for their first dorm room experience. But, maybe the ‘they’ is intentionally vague (doubtful).
Here are four reasons why what I read was either very, very smart, or totally stupid.
Either option by the way does not preclude huge marketing success.
Smart reason #1. The college admissions process has gotten more intense, more competitive, and financially burdensome for so many families. Perhaps there are real ways to grapple with these issues that the handbook will provide.
Smart reason #2. We know that the terms ‘helicopter’ and ‘hovering’ have been used to describe parents of incoming college students. Now there is yet something else to buy that will somehow ensure their child’s college success. Or they will read about some hints that will perhaps make them all crazier, or actually give them an outlet for their worry. Either way, smart marketing.
Totally stupid reason #3. Why give in to the trend of parents not letting their teens go? This handbook may be feeding the frenzy that I listed in smart reason #1. (I know, this gets complicated).
Totally stupid reason #4. For those savvy enough, it will be pretty self-evident that pages of the handbook will be devoted to advertising space for the best dorm room message board, the must-have comforter and sheet set, and so on.
When the Handbook comes out and you decide to buy one (pick your reason above) I’d love to hear how it all turns out.
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