As college campuses reopen across the country, members of Gen Z overwhelmingly report a desire to participate in activities they’ve missed. Students are looking forward to “renewing live interactions and connecting with one another outside of their screens,” says Mark Walker, CRO at Student Beans, a youth marketing tech company. For a generation marked by hyper-entrenchment in the digital world, that’s a shift worth noting—and embracing from a marketing perspective.

But here’s the secret sauce: while college students are enjoying IRL moments, their “natural habitat” is still very much online, which means brands should develop experiences that reach them across multiple touchpoints. To guide in that process, Student Beans has created a comprehensive playbook that covers four tactics for marketing success:

• Personalized student loyalty programs
• Gamification for the win
• How to hone your Social skills
• The art of blending the lines between physical and digital

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