Historically, marketers have had a difficult time identifying and targeting young adults, ages 18 to 23 years old. This demographic is unique and attractive for many reasons and for many brands, connecting with consumers early in their adult lives and careers can serve to establish brand loyalty that endures for years.

If your marketing strategies target the 18 – 23 demographic, SPC has a powerful way to identify and connect with this audience through our partnership with Scholarships.com, one of the most widely used and trusted scholarship and financial aid resources in the U.S.

• High Volume – Over 2.6 million students from high school seniors through college seniors and their parents, plus access to 1.8 million recent college graduates
• High Accuracy – First-party, student-reported data including home address, achievements, interests, and college considerations
• High-Achieving Student Demographic – Average GPA of 3.0 with scholarship-worthy talents in and out of the classroom

Why College Students are a High-Value Marketing Audience

Students are making their first independent financial decisions, forming long-term brand preferences, and influencing peers both online and offline. When brands show up in the right way early, the payoff can last for decades.

A Massive, Influential Market
The U.S. college population represents roughly 18 million undergraduate and graduate students. Scholarships.com breaks down the population into the grade levels below:

• Freshmen: ~3.7M
• Sophomores: ~3.7M
• Juniors: ~3.7M
• Seniors: ~3.7M
• Graduate School Students: ~3.1M

The average discretionary spend is $2,000–$3,000 per year per student (food, clothing, tech, subscriptions, travel, financial services). More importantly, the average lifetime value of a customer acquired between ages 18–22 is typically $1,000–$3,000, depending on category and retention. Many brands estimate 4–7× higher lifetime value when a customer is acquired before age 25 compared to later acquisition. Highlighting the importance of converting early access into long-term returns.

Brand Preference Starts Here

College is where students:

• Choose their first bank or credit product
• Develop loyalty to retailers and service providers
• Develop their personality with specific brands

Add in the strong peer influence, and a single student’s interaction with a brand can ripple through roommates, classmates, friend groups, and social networks. Becoming brand advocates.

Gen Z Relationship with Physical Mail 

Despite being a digital-first generation, Gen Z has a surprisingly strong affinity for physical mail. In SPC’s recent blog titled “Gen Z Opens It,” we explore how this generation values authenticity, tangibility, and real-world experiences that stand out from the endless scroll of online content. In fact, 72% of Gen Z members say they look forward to receiving mail, which is a higher percentage than both Millennials and Gen X.

Tactile

Gen Z values authentic experiences and seeks tangible connections through direct mail. Engaging all the senses with features like scratch-and-sniff, glossy paper, and embossing enhances this interaction.

Longevity

Direct mail also has staying power. While emails are often deleted in minutes or marked as spam, mail pieces stay in dorm rooms and apartments for days, providing repeated exposure at no additional cost. “69% of recipients physically share direct mail with family and friends.”

Power of First-Party Student Data

As third-party targeting declines due to privacy changes, cookie loss, and increased regulation, first-party data has become the most valuable asset in marketing.

First-party data delivers:

• Higher accuracy
• Better deliverability
• Built-in compliance and trust

SPC’s partnership with Scholarships.com creates a major advantage for our clients.

Students engage with Scholarships.com during critical decision-making moments in their lives, resulting in exclusive, high-intent first-party data. This platform allows us to reach students who have opted in, are verified, and are already engaged, rather than relying on uncertain third-party assumptions.

Smarter Message by Students Stage
The detailed first-party data allows messaging to match where the student is in their life. Depending on their class year, the offer relevance might be different.

High School Seniors: saving accounts, credit cards, dorm essentials
Freshmen: discovery, essentials, identity-building
Sophomores: lifestyle upgrades, subscriptions, convenience
Juniors: internships, career prep, financial products
Seniors: relocation, jobs, cars, big-ticket decisions

Timing is just as important as the message. Students’ purchasing behavior spikes around campus move-in and move-out periods, making academic-calendar-based targeting essential. SPC can help you engage with students when decisions are being made. 

Key Takeaways

• Reach verified, high-intent college audiences
• Personalize messaging based on class year and life stage
• Align campaigns with academic schedules and spending cycles
• Transform physical mail into measurable online actions

For brands looking to build lifetime customers, college students represent one of the most valuable opportunities available. Reach out to your SPC Sales rep to strategize a campaign today.