Freshers’ week marks the beginning of a transformative journey for thousands of students across the country. As they transition into university life, students are met with a whirlwind of social events, new friendships, and exciting discoveries including new brands. For marketers, this is one of the most valuable touchpoints in the academic calendar. It’s a rare moment when students are open, engaged, and actively seeking out new experiences and products.
In this blog post, we’ll explore how your brand can capitalise on this critical window of opportunity using modern, mobile-first marketing tools like digital wallet passes. We’ll explain why Freshers’ week is such a powerful time to connect with students, outline key strategies for success, and show you how to use mobile wallet technology to stay in your audience’s pocket.
Why market during freshers’ week?
Before diving into the “how,” let’s clarify the “why.” Freshers’ week is unlike any other marketing event. It places your brand directly in front of a high-density, tech-savvy, and socially connected group of students. These are not just passive consumers, they are active participants in campus life, and they are ready to form lasting brand loyalties.
Here’s why you should prioritise freshers’ week in your marketing calendar:
- High footfall: With thousands of new students arriving on campus, foot traffic at freshers’ fairs and student events reaches a peak.
- Receptive audience: Students are eager to discover local businesses, deals, and communities that can help them settle in.
- Long-term value: Capture their attention now, and you can benefit from 3+ years of recurring revenue.
- Peer influence: Students are highly social and tend to share their discoveries with friends, both online and offline.
By investing time and creativity into your freshers’ week campaign, you gain access to a uniquely valuable audience. One that’s mobile-first, socially driven, and open to new experiences.
Understanding today’s student audience
To market effectively, you must understand your audience. Today’s students are digital natives. They’ve grown up with smartphones, social media, and instant gratification. As a result, they’re not impressed by outdated flyers or paper coupons. If your marketing materials aren’t mobile-friendly, you risk losing their attention altogether.
Instead, students are drawn to convenience, sustainability, and innovation. They want offers that are easy to redeem, brands that communicate clearly, and experiences that feel personalised. This is where digital wallet passes come in.
What is a digital wallet pass?
A digital wallet pass is a mobile-friendly loyalty card or promotional tool that lives in your customer’s smartphone wallet (like Apple Wallet or Google Wallet). Think of it as a virtual membership card. Branded, interactive, and always just a tap away.
Unlike apps, which require downloads and updates, digital wallet passes are simple to add and don’t require any logins. They integrate seamlessly into the device that students use most their phones.
Key features of digital wallet passes
- No App Required: Easy for students to add and use.
- Brand Customisation: Reflect your brand colours, logo, and messaging.
- Push Notifications: Send updates or reminders directly to a student’s lock screen.
- Location-Based Triggers: Deliver promotions when students are nearby.
- Loyalty Tracking: Include digital stamp cards to reward repeat visits.
These features make it incredibly easy to engage with students in real-time, without the friction of traditional marketing.
How to use digital wallet passes during freshers’ week
Now that you know what digital wallet passes are, let’s talk about how to use them strategically during freshers’ week. Here are some actionable steps to help you build a student-focused campaign:
Offer exclusive welcome deals
Attract new students with time-limited freshers’ week promotions. These could include:
- “Buy One Get One Free” deals
- Discounted meal bundles
- Free coffee or drink with their first visit
- 10% off for the first 7 days
Deliver these offers via your digital wallet pass, making it easy for students to store and redeem them on the go.
Create a digital loyalty programme
Encourage students to return by offering loyalty rewards. A digital stamp card system allows them to earn points or rewards with each visit. For example, a student who buys five coffees gets the sixth free. This not only drives repeat business but also helps build habit and routine.
Use location-based notifications
With geolocation technology, you can send push notifications when students are near your venue. Imagine a student walking down the high street and receiving a message that says:
“Hungry? Get 20% off your lunch at [Your Brand] just around the corner!”
This kind of timely, relevant communication cuts through the noise and drives real traffic.
Collect student data responsibly
Digital wallet passes allow for secure, opt-in data collection. You can gather information such as:
- Name
- Email address
- Preferences
- Purchase history
This helps you create targeted campaigns long after freshers’ week is over. Just remember to comply with data protection laws and make your value exchange clear.
Follow up after freshers’ week
Freshers’ week may only last a few days, but your campaign shouldn’t stop there. Use your wallet pass to continue engaging students with:
- Monthly promotions
- Event reminders
- Seasonal offers
- New product launches
Staying visible throughout the academic year reinforces brand loyalty and ensures your brand isn’t forgotten.
Real-world use case: Food and retail businesses
For fast food outlets, cafes, fashion stores, and other high-footfall venues, students are a key demographic. They are regular consumers of takeaways, snacks, drinks, and affordable fashion. By adopting digital wallet marketing, you can become their go-to spot.
Consider this scenario: A student walks past your takeaway every day on the way to class. They’ve downloaded your wallet pass during freshers’ week. You set up a notification that triggers whenever they are within 100 metres. That notification offers a 2-for-1 deal on lunch. As they pass by, their phone pings. Suddenly, they’re walking in your door.
This type of micro-moment marketing is what makes digital wallet passes so effective.
Additional tips for freshers’ week success
To maximise your campaign, make sure you also:
- Collaborate with student unions: Get listed in student welcome packs or freshers’ fair line-ups.
- Design eye-catching signage: Use QR codes to encourage students to scan and download your wallet pass.
- Incentivise sharing: Offer bonus rewards when students refer friends.
- Stay active on social media: Use platforms like Instagram and TikTok to promote your freshers’ week offer.
All these actions work best when they’re tied together by a central strategy. One that puts mobile convenience at the forefront.
Build relationships and stay present
Marketing during freshers’ week offers a golden opportunity to build relationships with students that can last throughout their university experience and beyond. To truly stand out, brands must evolve beyond traditional leaflets and gimmicks. Students are tech-savvy, efficiency-driven, and highly connected, so your marketing needs to be as smart as they are.
Digital wallet passes offer the perfect balance of immediacy, convenience, and relevance. They allow your brand to stay present in the lives of students. Not just during freshers’ week, but every day thereafter.
Ready to reach more students?
If you’re looking to elevate your freshers’ week marketing and connect with students more effectively, we’re here to help. Our team specialises in mobile-first engagement strategies and can show you exactly how a digital wallet pass could work for your brand.
Contact us today to learn more about digital wallet marketing and start building lasting relationships with the student market.
