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Back-To-School Basics Each year hundreds of thousands of students graduate high school and begin the most formative chapter of their lives— college. They leave their comfort zones, their routines, and their communities for a world of the unknown. They’ve seen the movies and heard the stories, but, ultimately, they have no idea what to expect. For some, it represents freedom, the first time in their lives when they are in full control of their every decision. For others, it represents exploration, the time to develop their passions and experience everything the world has to offer. Of course, there’s education, the time to nourish interests and develop new ones. Understanding the opportunity back-to-school offers—an average spend of $800/student for a combined total of $33.77 billion — brands design programs that attempt to engage students from their first moment on campus with the hopes of turning them into brand advocates and ultimately, loyal lifelong customers. Typically, the industry identifies August and September as the center of the back-to-school bullseye. Though this may be when most dollars are spent, it’s the tail end of a 6-month journey that brands, for the most part, are completely missing. 1 1/modules.php?name=Newsop=viewlivespid=966 Within minutes of acceptance, today’s students seek out, join, and co-create online communities—communities that represent The New College Orientation the incoming class at their future school. This indicates a dramatic shift in the flow of information, taking the power away College orientation has been the