JBL Campus is committed to inspiring the next generation of leaders, athletes, and creators to amplify their voices and showcase their passions.Courtesy of JBL Campus

How JBL’s College Marketing is Evolving to Deliver Long-Term Brand Value

We are just an advanced breed of monkeys on a minor planet of a very average star. But we can understand the Universe. That makes us something very special.

Edi Balla
5 Min Read

I recently came across an article on Marketing Dive that highlighted JBL’s innovative approach to college marketing through its JBL Campus initiative. Marketing executives from the Harman-owned brand discussed how this program is making significant inroads with Gen Z consumers, particularly those of college age, by tapping into their interests beyond just sports.

As college bowl season gets underway, football fans are tuning in not only to watch their favorite teams but also to see the increasing presence of athletes benefiting from NIL (Name, Image, and Likeness) rights deals. JBL has been actively participating in this space since 2023, beginning with LSU basketball star and rising hip-hop artist Flau’jae Johnson.

Every day is about growing and evolving, and each day I just take it one day at a time and embrace it as it comes.

Trina

What sets JBL Campus apart is its focus on more than just athletics. As Chris Epple, Harman’s vice president of marketing for the Americas, explained, the initiative encompasses music, lifestyle, fashion, dorm hacks, and much more.

While sports may draw the most attention due to the visibility of college athletes, JBL’s approach ensures that a wider variety of voices and passions are represented, including campus DJs and influencers.

JBL Campus has successfully shifted the brand’s focus from millennials to Gen Z by leveraging the unique stories of student athletes and influencers. Instead of relying solely on star players, JBL has chosen a diverse roster that includes Olympians, gymnasts, dancers, baseball players, and basketball stars.

The program prioritizes diversity, aligning with Gen Z’s values, and over half of the JBL Campus athletes are women, reflecting current college enrollment trends.

According to Denise Daly, Harman’s director of public relations and influencer marketing, JBL carefully selects ambassadors whose content and personal brand align with JBL’s ethos.

Music remains a central theme, serving as a source of inspiration for both the brand and its ambassadors. This alignment creates authentic storytelling that resonates with the audience.

A Platform for Connection and Impact

JBL Campus isn’t just about promoting the brand; it also provides a platform for student ambassadors to make a meaningful impact.

One notable example is University of Oklahoma linebacker Danny Stutsman, who approached JBL to donate $50,000 of his NIL earnings to walk-on players in his program. JBL contributed by providing each walk-on with a package of premium audio gear, showcasing the program’s commitment to giving back.

Social media platforms like Instagram and TikTok serve as the primary channels for JBL Campus content, allowing the brand to engage with its target audience effectively.

The program has delivered impressive results, generating over 28 million impressions and 36,800 engagements within two months this year, with a remarkable 14% engagement rate—far exceeding industry benchmarks.

Blending Digital and Physical Engagement

Prior to the pandemic, JBL’s campus marketing relied heavily on in-person activations.

While virtual engagement became the norm during COVID-19, JBL is now finding the right balance between physical and digital interactions.

Every day is about growing and evolving, and each day I just take it one day at a time and embrace it as it comes.

Trina

Social media acts as a “megaphone,” amplifying the brand’s reach, but JBL recognizes the importance of maintaining a physical presence on campuses to foster genuine connections.

Building Lifetime Brand Value

JBL’s college marketing strategy extends its influence far beyond the immediate social reach of student athletes and influencers.

When students return home, they share their experiences with family and friends, creating additional touchpoints for the brand.

As these students graduate and move through different life stages, their relationship with JBL continues to evolve, whether it’s through car audio systems, home soundbars, or headphones for their children.

As Chris Epple summarized, “With college marketing, you’re creating a lifetime of value. We’re trying to really give them what we call a lifetime of maximum brand value.” JBL’s strategic approach to college marketing ensures that the brand not only connects with the current generation but also builds lasting relationships that deliver enduring value.

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