From Campus to Cash A UGC Brief Framework for Brands

Purpose

A user‑generated content (UGC) brief is the blueprint that turns a creative idea into a cohesive campaign, as outlined in our Selling on Campus A Step By Step UGC Brief Guide. For a campus‑focused brand, the brief must translate a campus‑lived experience into relatable, authentic content that encourages students to invest in the product or service. The goal is to give creators a clear, flexible roadmap while keeping the brand’s voice and metrics front and center.

Objectives

• Increase awareness among college students and recent graduates.
• Drive sales by showcasing real‑world usage scenarios.
• Build community through authentic storytelling that feels like peer endorsement.
• Collect data on performance across social channels for continuous optimization.

Target Audience

Define the student demographic in terms of:

Tip: Use campus‑specific personas—e.g., “Tech‑savvy commuter” or “Sustainability‑focused dorm dweller”—to help creators imagine the right tone and setting.

Brand Voice & Personality

The brief should capture the brand’s tone in a single sentence, a key element detailed in our Marketing Sales and UGC A Campus Brand Brief Template.

• Casual, confident, and solution‑oriented.

Add a few “do” and “don’t” examples:

• Do mention real campus activities (study breaks, group projects).
• Don’t use overly corporate jargon or marketing clichés.

Key Messages

Outline the core selling points, which we break down in our Campus Cash Campaigns A UGC Creator Brief Blueprint.

• Convenience – “Cash on Campus” lets you pay without leaving the dorm.
• Security – “Your campus account is protected by top‑tier encryption.”
• Flexibility – “Use it for tuition, textbooks, and campus events.”

These messages should surface naturally in storytelling, not be forced.

Visual Style Guidelines

Provide a quick visual checklist:

• Color palette – brand primary, secondary, and accent colors.
• Typography – heading font, body font, and any type hierarchy.
• Imagery – high‑resolution campus shots, candid student moments.
• Filters & overlays – a consistent style filter to tie posts together.

Example: “Use the brand’s teal as an overlay on all images; keep the layout symmetrical to reflect campus geometry.”

Content Formats & Platforms

Specify allowed formats and their ideal placements:

Encourage creators to repurpose one core idea across multiple formats, following the best practices in our Social Media Money on Campus A UGC Brief Creation Tips.

Call to Action (CTA)

Define the CTA that must appear in every piece:

• Primary CTA – “Swipe up to buy now” or “Link in bio to register.”
• Secondary CTA – “Tag a friend who needs this” to boost engagement.

Make the CTA clear, concise, and consistent across all channels.

Creator Compensation

Clarify the payment structure:

• Base fee – fixed amount per piece.
• Performance bonus – additional payout if the piece exceeds a certain engagement threshold (e.g., 5% reach).
• Tiered packages – e.g., “Starter” (1 post), “Growth” (3 posts + stories), “Premium” (full campaign).

Provide an example calculation to avoid ambiguity.

Approval Process

Outline a simple workflow:

1. Submission – Creators upload raw content to the brand’s CMS.
2. Review – Marketing team checks for compliance with brand voice, key messages, and legal safety.
3. Feedback – Provide revisions within 48 hours.
4. Final Approval – Once approved, content goes live.

Emphasize the importance of timely feedback to keep creators engaged.

Timeline

Create a timeline that balances the academic calendar:

• Kick‑off – 2 weeks before the semester starts.
• First wave – Week 1–2 of the semester.
• Follow‑up – Week 4 and Week 8 to capture mid‑semester momentum.

Include buffer days for unforeseen delays.

Measurement & Reporting

Set clear KPIs:

• Reach – Total impressions across all platforms.
• Engagement – Likes, comments, shares, and saves.
• Conversion – Click‑throughs to the product page and sales attributed to the UGC campaign.
• Sentiment – Qualitative analysis of comments to gauge authenticity.

Provide a template for reporting:

Legal & Compliance

Include mandatory legal clauses:

• Disclosure – “This post is sponsored by Cash on Campus.”
• Usage rights – Creators grant the brand a non‑exclusive, worldwide license to use the content.
• Data privacy – No personal data (e.g., student IDs) should be shared without explicit permission.
• Academic integrity – No content that could be construed as academic cheating or plagiarism.

Provide a brief checklist that creators must sign.

Sample Brief Snapshot

Campaign: “Campus Cash, Real Life” — a structure we discuss in our Campus Cash Campaigns A UGC Creator Brief Blueprint.
Goal: Drive 10% increase in campus‑based transactions over the first semester.
Primary Message: “Cash on Campus—Pay, Study, Live.”
Format: 3 TikTok videos + 2 Instagram carousels.
Timeline: Launch on September 1, 2024; final deliverable by September 30.
Compensation: $300 per video, $200 per carousel.
Approval: Review within 48 hours of submission.

Creator Instructions

1. Film a 15‑second clip of you making a purchase on campus (e.g., buying coffee).
2. Show the “Cash on Campus” app in action.
3. Include the phrase “No cash, no problem.”
4. End with the CTA: “Link in bio to get started.”
5. Submit the raw footage by August 28 for review.

Final Note: Keep the tone genuine; think of a friend showing off a cool new way to pay.

Closing Thoughts

A well‑crafted UGC brief is the bridge between brand intent and student authenticity. By giving creators clear objectives, brand guidelines, and flexible creative freedom, brands can harness the power of peer influence and generate real, measurable results on campus. Use this framework as a living document—update it with insights from each campaign, and your UGC strategy will evolve alongside student culture.