Who should target college grads?
"You have to think like a recent college graduate," Skey says. "This is an operative transition period in a person's life; it's when decisions will be made in terms of ongoing loyalties."
According to Skey, an array of industries can and should target recent college grads, from employment search firms, to automotive, insurance, technology and food and beverage brands.
But Skey cautioned that the targeting begins early in the college career (or sooner). "If you reach them when they're seniors, it's too late," she says.
Skey explained that some products like wireless lend themselves to targeting as early as freshman year because kids tend to use the same plan as their parents, whereas advertising for products like job search are better aimed at juniors.
Next: Crafting your message