Years ago United used to offer ‘College Plus’ — the biggest benefit of which was 10,000 miles upon graduation.
It’s hardly a new idea to get to consumers early while they’re forming their preferences in hopes of a lifetime of future loyalty.
Delta is partnering with 9 new universities to try to do just that — going “beyond logo placement and into campus life.”
Here’s what Jeff Robertson, who used to run SkyMiles, has to say about the strategy:
“College students are a savvy group of consumers,” said Jeff Robertson, Delta Vice President – Product Development, Sky Clubs and Marketing Communications. “By creating campus and alumni events that incorporate our people, our unmatched focus on customer service, leadership and more, we will give students and alums the opportunity to really get to know our airline. Ultimately, we believe this will position Delta as their trusted partner over a lifetime of travel.”
These are the 9 schools Delta will be partnering with:
- University of Florida
- Indiana University
- University of Michigan
- Michigan State
- Notre Dame
- Ohio State
- Penn State
- University of Wisconsin
Delta has existing partnerships with Boston College, Georgia Tech, University of Georgia, University of Minnesota, UNC, and Syracuse.
Some of the events planned include:
- Delta employees helping at Michigan’s State’s move-in day as 10,000 freshmen arrive
Delta employees helped out at the Freddie Awards in 2015
- A lounge space and Delta grill that looks like an airplane at football season tailgate parties. Entrance requires SkyMiles membership and students can sign up for the mileage program to get in.
- Football watch parties with alumni associations
But no miles for graduation, perhaps because without award charts Delta wouldn’t be able to tell students what they could do with their points.