THE OVERVIEW
Client: Bed Bath & Beyond
Time for execution: 7 days
Miami AD School Strategic Planning Portfolio Program Assignment
THE ASK
Build an omni-channel Back to College Campaign that speaks to students and their parents, while acknowledging and being sensitive to the fact that college will not look the way it used to and won’t be the same for everyone.
BB&B needs to not only be perceived as a retail store but rather as a partner that understands how important this stage of life is for their customers.
THE CHALLENGE
Students in the US feel a deep sense of disappointment and question the significance of their college experience when they do not move out of their parents’ / guardians’ homes.
THE INSIGHT
Bed Bath & Beyond helps you live the full college experience through your living space, wherever you are.
THE STRATEGY
creative IDEA
Explore your living potential.
context
In the US, college has always been perceived as the ultimate journey of self-discovery.
But over the past two years, the expectations and overall college experience of students have been drastically disrupted.
Bed Bath & Beyond has always made it easy for students to create a space of their own –at home or away from home – by providing quality products at a great value. With students beginning to return to campus this year, the goal is to position Bed Bath & Beyond as the solution-oriented destination for college shopping regardless of what college looks like for students in 2022, be it commuters living in a parent/guardian’s home, remote learning, dorming on campus or living in an off-campus apartment.
Students can shop with us for every aspect of college life and can truly create a space that helps them feel comfortable, independent, and express their authentic self. Their college living space is their first home as adults and should be celebrated as such!
In 2022, over
2.6M
students attend college exclusively online.
30%
of college freshmen wish to take classes in a hybrid setup.
40%
of young adults live at home with their parents
In 2021,
43%
of students enrolled in remote classes
Source: NCES Back-to-school statistic
THE CHALLENGE
BB&B needs to not only be perceived as a retail store but rather as a partner that understands how important this stage of life is for their customers.
THE opportunity
Build on the already existing excitement and sensibilities around stepping into college by taking into account the aspects that make students look forward to it.
THE AUDIENCE
“THE MAIN CHARACTER”
Ages 18-25
Late millennials, Gen Z’s.
Incoming college students around the US that rely on their parents for support financially
Feel like college is a major stepping stone in their personal coming of age story
Tech savvy
Instagram, Tiktok and Pinterest are their favorite social media platforms
Middle to upper-middle class with household income level $106k+
All over the US, especially FL, CA, NY, NJ, ME, VT. (All states where BBB has the most stores)
Source: Boyar Research
“I would rather be living in a new place for my college career and not be living at home. I feel like having the freedom to make my own choices and decisions would be beneficial for me and will help me grow and mature. I also think that living in a new city would give me the ability to have a fresh start with new things to do, new streets to learn, and new friends to make.”
Carson Gonzalez, Miami Dade College Honors
INSIGHT
INSIGHT
Students in the US feel a deep sense of disappointment and question the significance of their college experience when they do not move out of their parents’/guardians’ homes.
STRATEGY
STRATEGY
Bed Bath & Beyond helps you live the full college experience through your living space, wherever you are.
