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Syndicated Research

TRU U Program

For more than 25 years, TRU has become an indispensable conduit between young people and their brands.

Through our new TRU U Program, we finally offer colleges and universities the same access to our insights and data about this age group that the business world has come to depend on.

A TRU U Subscription is a fully integrated, multi-faceted intelligence program that includes four key deliverables designed to keep your institution attuned to almost everything the Millennial generation thinks, feels, fears, plans, consumes, aspires to, hopes for, listens to, watches, reads and wants:

1. The TRU Study, two waves each year of detailed, timely, insightful research. The data segments the market by college-bound high-school students, current college students, and recent college graduates.
2. TRU U Student Workshop, designed for undergrad and grad students in business, marketing, advertising, communications, journalism, and art, gives your students an insider’s view of career opportunities in the field of market research and related disciplines.
3. The TRU Presentation, an annual in-person thought-leadership presentation delivered on-campus by a TRU executive, gives students, faculty, staff and administration a rich, revealing look at today’s teens and twenty-somethings.
4. TRU View®, our twice-monthly emailed trend report, assures that your institution is attuned to the latest changes affecting your future and current students, as well as your most recent alumni.
5. Extras: Custom-tabulations and analysis, consultation, facilitated brainstorming, additional presentations and workshops.

Today’s college or university devotes an enormous amount of time and resources teaching students, but not nearly enough when it comes to learning about them. TRU U provides the knowledge and insights today’s institutions of higher learning need about students and prospective students. Some of the areas in which TRU U’s insights will prove invaluable:

ADMISSIONS AND RECRUITING – Understand the college students of tomor­row. Capture their attention, match their aspirations, and earn their applications.

STUDENT AFFAIRS – TRU’s Shamelessmess™ theme says behaviors once deemed socially unacceptable are now often regarded as the norm. TRU U helps schools see the world as students do, giving administrators time to prepare for their care. From counseling services to building the complete future graduate, schools need these insights to support their students.

STUDENT SERVICES – Food options, housing formats, and entertainment. Should a school open up a greasy spoon or vegan buffet? Do students want closely knit living communities or their own place with their own space? Should your on-campus arena book an R&B act or a Beatles tribute band?

COMMERCE 101 – TRU’s Obsolescence™ macro-theme dictates that all brands, fashions, and even marketing campaigns, are born to die. This fact plays an inescapable role in everything from the length of your basketball team’s shorts to your student center’s inventory. TRU U provides direction on students’ purchase preferences, from favorite deodorant brands to cellphones.

FINANCIAL AID – Students are wrestling with myriad new financial options and challenges. What does credit mean to them, and how consumed are they by it? How can your school’s financial advising capabilities become one of your strongest selling points?

ACADEMIC EXCELLENCE – From Wikipedia and Google to microblogging and RSS feeds, students are finding and consuming information in new ways. In order to produce a new generation of critical thinkers, institutions need TRU U’s help to under­stand how this cohort seeks and interacts with information.

UNIVERSITY MARKETING – This generation has grown up wearing college apparel and developing allegiances to schools both near and far. Learn how best to promote your school in order to inform and ex­cite the next wave of students, making certain your school is at the top of your prime candidates’ lists.

FAMILY RESOURCES – TRU’s Babied Boom™ theme states that today’s teens have been overindulged by their parents and lulled into a false sense of entitlement. How does this dynamic affect interaction between students and their parents, or interaction between they and you?

ALUMNI RELATIONS AND FUNDRAISING – Once your students have graduated, they have the ability to honor the investment you’ve made in them with one of their own. TRU U helps you connect more closely with them right now to develop long lasting bonds.

For more information or to arrange a phone or in-person meeting, contact:
Michael Wood
312.951.4835
MichaelW@tru-insight.com