Selling on Campus A Step By Step UGC Brief Guide

The Campus Connection: A Practical UGC Brief Guide

Marketing on campus is a vibrant mix of student culture, campus life, and brand storytelling. User‑Generated Content (UGC) is the engine that turns ordinary student experiences into authentic brand moments. The key to a successful UGC campaign is a clear, concise brief that guides creators and keeps the project on track. This guide walks you through every step of crafting a UGC brief that resonates with campus audiences and delivers measurable results.

1. Why Campus Selling Matters

• Authenticity Wins: Students trust peers more than polished ads. UGC leverages that trust, as outlined in our guide on turning campus vibes into sales.
• Organic Reach: When students share branded moments, the ripple effect extends beyond the campus gate.
• Data‑Driven Insights: Campus campaigns often yield high engagement and conversion rates when executed well.

Understanding these fundamentals sets the stage for a brief that captures the spirit of campus life while staying true to brand objectives.

2. Laying the Foundation: Core Brief Elements

Your brief is a blueprint. Keep it simple but complete. For a proven template, see our campus brand brief template.

2.1 Campaign Objective

Clarify what you want to achieve.

• Increase brand awareness among university students
• Drive traffic to a campus‑specific landing page
• Boost enrollment in a scholarship or program
• Encourage usage of a campus‑exclusive product feature

A clear objective filters every other decision.

2.2 Target Audience

Describe who the content is for.

• Demographics: age range, major, year, socioeconomic status
• Psychographics: values, interests, pain points
• Student personas: “The Social Butterfly,” “The Budget Conscious,” or “The Trendsetter”

The more detail, the better creators can tailor their stories.

2.3 Brand Voice & Tone

Explain how the brand speaks.

• Formal vs. casual
• Playful, inspirational, or educational
• Key phrases that should appear

Providing voice guidelines ensures consistency across multiple creators.

2.4 Content Formats & Platforms

List what and where the content will live.

Align formats with platform best practices for maximum engagement, as detailed in our social media money on campus brief creation tips.

2.5 Key Messages

Identify what to say.

• Feature a single tagline or hook
• List 3–5 core benefits or selling points
• Include any mandatory brand mentions or hashtags

Keep the messages concise; creators can expand with their own style.

2.6 Call to Action (CTA)

Define what the viewer should do after seeing the content.

• Visit a campus‑specific URL
• Download a mobile app
• Sign up for a campus event
• Use a discount code

A clear CTA turns views into conversions.

2.7 Visual & Design Guidelines

Offer visual cues without stifling creativity.

• Color palette (hex codes or Pantone)
• Logo placement rules
• Preferred fonts or typographic hierarchy
• Any required imagery or background elements

Visual consistency reinforces brand recognition.

2.8 Legal & Compliance

Ensure everything is compliant. For detailed compliance guidelines, refer to our campus cash campaigns brief blueprint.

• Disclose the creator‑brand partnership
• Follow campus media policies
• Adhere to privacy regulations (e.g., GDPR, FERPA)
• Provide a disclaimer for any offers or promotions

Missing a legal detail can derail a whole campaign.

2.9 Deliverables & Timeline

State what will be delivered and when.

• Quantity: 3 videos, 5 photos, 1 carousel
• Format specifications: 1080p, square ratio, etc.
• Deadline dates: Creative brief due, first draft, final assets
• Revision cycle: 2 rounds

A clear timeline reduces back‑and‑forth and keeps momentum.

2.10 Budget & Compensation

Be transparent about how creators will be paid.

• Fixed fee per deliverable
• Commission or incentive tiers
• Additional perks (e.g., product gift, event passes)

Compensation clarity builds trust and professionalism.

3. Engaging Creators: Collaboration Tips

The brief is only the first step. Building a strong partnership with creators turns it into a win‑win.

• Start with Research: Identify creators who already have a presence on campus and align with your brand values. For more on how to research campus creators, see our guide on turning campus vibes into sales.
• Personalize Invitations: Show that you’ve read their work. Mention specific posts that resonated.
• Keep Communication Open: Offer a single point of contact and prompt responses to questions.
• Provide Creative Freedom: While guidelines exist, allow creators to infuse their unique voice. Authenticity is key.
• Offer Feedback Loops: Schedule short review calls or chats. This keeps the project agile.
• Celebrate Success: Publicly recognize standout creators. It encourages loyalty and future collaborations.

4. Sample UGC Brief Snapshot

Below is a concise template you can adapt. Use bullet points and short paragraphs for readability.

**Campaign Title**: Campus Vibes 2025

**Objective**: Drive traffic to the campus scholarship page

**Target Audience**: Undergraduate students, 18–24, majors in STEM and Business

**Brand Voice**: Friendly, empowering, no jargon

**Content Formats**: 3 TikTok videos (15 s each) + 1 Instagram carousel (5 images)

**Key Messages**:
- “Unlock your future with our scholarship”
- “Apply in 24 hours, change your life in 30 days”
- “Join a community of innovators”

**CTA**: Swipe up to apply

**Visual Guidelines**:
- Primary colors: #0066CC, #FFCC00
- Logo: Bottom right, 10% of frame
- Font: Montserrat, bold for headings

**Legal**: Include #CampusScholarship and a disclosure tag

**Deliverables**: 3 videos, 1 carousel; all in .mp4 (1080p) and .jpeg (1080x1080)

**Timeline**:
- Brief release: 1 Oct
- First drafts: 10 Oct
- Final assets: 15 Oct

**Compensation**: $200 per video, $100 for carousel; plus a $50 bonus for high engagement

Use this as a starting point and modify details to fit each unique partnership. For a full template, check out our campus brand brief template.

5. Final Checklist

Before sending the brief out, run through this quick audit:

• ✅ Objective is measurable
• ✅ Target audience defined with personas
• ✅ Brand voice guidelines are clear
• ✅ Platform‑specific format specs are included
• ✅ Key messages are bullet‑pointed
• ✅ CTA is actionable
• ✅ Visual and legal compliance listed
• ✅ Deliverables, timeline, and compensation are explicit
• ✅ Contact information for follow‑up

Having everything on a single page or PDF keeps creators focused and reduces miscommunication.

6. Closing Thoughts

A well‑crafted UGC brief is more than a set of instructions; it is a partnership blueprint. By defining objectives, audience, tone, and deliverables while respecting creator autonomy, you create an environment where authentic campus stories flourish. When the brief meets the campus culture and the brand’s strategic goals, the result is content that not only looks great but also drives real business outcomes.

Use the steps above as a living document: refine, adapt, and iterate. With each successful campaign, you’ll sharpen your ability to turn campus vibes into brand victories.