校园营销资源示例：上海市 上海出版印刷高等专科学校 校园运动场围栏广告-校园营销资源介绍

上海出版印刷高等专科学校 校园运动场围栏广告-校园营销资源介绍

学校标签

专科（高职）,综合类,公办

男女比例

男生:44.07%-女生:55.93%(数据来源互联网，仅供参考)

毕业去向落实率

毕业去向落实率:99.03%
国内升学率:9.71%
出国率:2.04%
以上数据来自2019年就业质量报告

媒体优势

校园媒介中的运动场围栏广告，从来不是简单的场域背板”，而是品牌叩击Z世代心智的关键触点。白天伴随大学生群体上课下课的动线穿梭操场，课外训练时听着风声、望着树影，那些围栏上的品牌口号与特色配色，早已跳出硬塞广告的刻板印象，悄然成为场域氛围的一部分——它们像空气般融入日常，将品牌价值观以润物细无声的方式，植入年轻消费者的感知体系。
值得注意的是，当Z世代身处运动场时，本身就带着我在现场的兴奋与放松，这种情绪状态下的品牌触达，恰好契合体验经济中情绪价值优先的核心逻辑。显然，此时一眼掠过的品牌符号，远比传统广告营销中冷冰冰的展板更具穿透力，这正是场景化营销对品牌传播的独特赋能。你无需刻意停下细看，哪怕只是擦肩而过，那条品牌线条、那个专属字体，都可能在脑海中留下模糊却深刻的线索——这种环境式的记住”，正是品牌年轻化进程中，突破品牌老化困境的关键创新：不依赖强制灌输，而是靠场景共鸣让品牌符号自然沉淀。
我们常说校园营销要实现全域场景覆盖，但铺满面积绝非核心目标。归根结底，真正的关键在于以创意为桥梁，让广告在整合营销矩阵中如同朋友式陪伴自然出现。正如校园口碑营销和广告营销结合使用能够在品牌传播和引流方面发挥互补作用，运动场围栏广告作为强场景覆盖点，与食堂桌贴的近距离提醒、宿舍贴的睡前记忆形成多触点联动，恰好构建起这样的营销闭环：当Z世代睡前瞥见宿舍贴的品牌标识时，很可能无意识唤醒白天运动场的场景记忆，实现品牌印象的叠加强化——这才是真正意义上的校园整合营销，而非单一媒介的孤岛式传播”。
创意，始终是品牌与Z世代建立深度连接的核心。优秀的校园广告不该只停留在放大LOGO的浅层操作，而是要通过一句话懂你的共鸣点、一个符号唤醒瞬间的记忆点，实现品牌与受众的价值共鸣。调研显示，七成以上的Z世代倾向通过自媒体和小红书等平台的评测了解品牌信息，购物与社交深度绑定，因此带着校园情绪、契合年轻人语气的同频语言才是关键——用他们日常会说的话撰写标语，让广告从被看见升级为被记住”，甚至触发UGC传播（比如让口号成为朋友圈背景图），这正是故事营销的精髓，也是品牌减龄、实现品牌升级的有效路径。
因此，我们在运动场布局横幅与围栏广告，绝非为了填满视野”，而是为了在Z世代追球、喝水、聊天的碎片化瞬间，让品牌成为他们印象里的一帧记忆画面”。当那抹围栏上的品牌配色在宿舍楼梯间再次触发联想，当那句口号成为学生社群里的分享素材，这种场景叠加效应，正是校园推广中口碑传播的起点，也是品牌年轻化落地的关键抓手。要知道，Z世代在发现喜欢的品牌后乐于向朋友种草”，分享与购买行为形成裂变链条，而运动场广告引发的这些自发传播”，恰好契合了这一行为特征。
做校园营销，从来不是广告堆满校园的粗放模式，而是要将创意种进Z世代的生活场景，构建品牌与校园共生的品牌生态”。哪怕受众没刻意寻找，品牌也在场景中自然存在；哪怕没主动记忆，品牌符号也在潜意识里沉淀。品牌要在校园市场不被忽略，就必须在每个触点上——无论是运动场围栏、食堂桌贴，还是宿舍闸机广告——用创意清晰回答为什么要看、为什么要停、为什么要记”。这既是全域运营的核心逻辑，也呼应了广告营销快速引流+口碑营销建立信任的互补原则，更是实现校园营销品效合一的必经之路。
正如电商趋势报告指出的，社交媒体正在成为在线零售的核心渠道，购物体验与娱乐体验在社交平台上无缝融合，而校园里的这些场景化广告，正是将线下体验与线上社交连接的纽带——从运动场的视觉触达，到社交平台的UGC分享，再到最终的品牌认同，一条完整的Z世代消费决策链路，正由此构建。

学校介绍

上海出版印刷高等专科学校创建于1953年，是新中国建立的第一所出版印刷类学校，被誉为中国出版印刷专业教育的摇篮，国家新闻出版署（原国家新闻出版总署）与上海市人民政府共建的特色学校。2008年，学校在教育部高职高专院校人才培养工作水平评估中被评为优秀。2010年，学校被列为国家100所骨干建设高职院校单位之一，2015年通过教育部和财政部两部委验收并获得“优秀”等级。学校是国家高等职业教育专业教学资源库建设单位；是上海市建设现代大学制度的首批试点单位；上海市第一批依法治校示范校单位。2017年，学校1名教师入选第46届世界技能大赛申办形象大使，学校助力上海获得2021年世界技能大赛举办权。2018年荣获国家级教学成果二等奖，并获得教育部“传统技艺传承示范基地”称号。2023年，“分类评价”工作在上海“应用技能型院校”中再次以显著优势排名第一，社会行业影响力显著提升。

建校70多年来为我国的出版印刷传媒业培养了7万多名高层次技术骨干和行业高级管理人才。学生连续五届代表中国参加世界技能大赛，并分别在2013年、2015年和2022年荣获第42届、第43届和第46届世界技能大赛印刷媒体技术项目铜牌、银牌和金牌；在2017年和2018年连续两届美国印刷大奖中，学校师生勇夺其中15项最高奖项——班尼金奖（Benny Award）。中国印刷传媒高技能人才正陆续从学校走向世界。学校被人力资源社会保障部确定为第43、44、45、46届世界技能大赛印刷媒体技术项目中国集训基地，第47届世界技能大赛3D数字游戏艺术项目中国（牵头）集训基地，移动应用开发项目中国（其他）集训基地，被授予“国家技能人才培育突出贡献奖”。学校被国家新闻出版广电总局确定为“国家印刷出版人才培养基地”，连续六次被授予“技能人才培育突出贡献奖”。2018年3月，世界技能组织主席西蒙·巴特利受聘学校名誉教授，建立了“西蒙·巴特利中国技能研究工作室”。

学校以培养服务上海和全国出版印刷传媒业的技术技能型人才为己任，秉承“立足上海、依托行业、发展特色、服务社会”的办学定位，以“工文艺融汇、编印发贯通、教学做互动、产学研结合”为办学特色，致力于建设特色鲜明的应用技术技能型高等院校，使学校成为国家出版印刷传媒人才培养基地、上海文化创意产业服务基地、国际先进传媒技术推广基地。

学校秉持“崇德弘文 笃行致远”校训，坚持内涵发展、特色发展、国际化发展，传承中华优秀传统文化，积极吸收借鉴国际化的教育思路、先进的教育理念、丰富的教育内容及灵活的育人形式，形成了工、文、艺相互渗透且有鲜明特色的“印刷工程与包装设计”、“出版传播与文化管理”、“艺术设计与影视动漫”等专业群。学校现设有印刷包装工程系、出版与传播系、信息与智能工程系、艺术设计系、文化管理系、影视艺术系、动漫与电竞系、外语系、基础教学部、马克思主义学院、现代传媒技术与艺术学院和继续教育部等教学部门。

学校以就业为导向，注重工文艺融合，注重学生专业技术技能训练和职业素质，依托行业产业，构建由课程实验、生产实训、顶岗实习实践教学体系。学校建有一流的实验、实训设施，专业设备种类齐全，实验实训项目丰富。由学校为牵头单位建设的“柔版印刷绿色制版与标准化实验室”获批为首批新闻出版业科技与标准重点实验室中的“专业领域实验室”，这是学校获批立项建设的国家省部级重点实验室。

学校高度重视国际合作与交流，与美国、加拿大、俄罗斯、英国、法国、德国、意大利、芬兰、瑞典、爱沙尼亚、日本、新加坡等30多个国家和地区的高等院校、跨国公司、行业组织建立了良好的合作与交流关系，其中不乏美国罗切斯特理工大学、芬兰奥卢大学、俄罗斯莫斯科国立印刷大学、新加坡南洋理工大学、德国海德堡印刷机械有限公司、日本小森公司等国际知名单位。学校与美国罗切斯特理工学院合作举办的印刷图文信息处理（专科）合作办学项目被评为第二届上海市示范性中外合作办学表彰项目。学校顺利完成印刷媒体技术专业ACCGC认证现场评估工作。国际化办学成为学校的品牌。

学校积极服务国家“一带一路”倡议，协助孟加拉国家印刷工业协会筹建印刷职业学院。与香港印刷科技研究中心、上海市印刷行业协会合作建立“Idealliance-China G7 培训基地”，大力开展境外技术技能培训。编写的《出版印刷人才培养教材》作为培训教材为“一带一路”沿线国家印刷员工开展印刷技能培训，推进了国际出版印刷服务合作、促进了出版印刷业与沿线国家的合作与交流。

目前学校有全日制在校生近6000人。学校培养的学生一直受到用人单位的广泛欢迎。学校毕业生就业率连续多年一直在99%以上，专升本率保持在15%以上。

学校坚持“观念兴校、特色立校、人才强校”，夯实“三位一体”的国家示范性骨干高职院校建设成果，坚持校企合作多员参与的办学方向，努力把学校打造成为具有国际重要影响力的中国出版印刷传媒领域高等职业教育龙头院校，致力于为我国培养具有国际视野、人文素养、艺术眼光、创新意识的印刷出版传媒类高端应用技术技能型人才，服务国家、上海的经济社会和文化事业发展。

Founded in 1953, Shanghai Publishing and Printing College (SPPC) was the first higher educational institution linked to the publishing and printing industry in China. Co-sponsored by the former General Administration of Press and Publication and Shanghai Municipality, it is the cradle of professional education in this field. In 2008, SPPC was rated as excellent by the Ministryof Education in evaluation of talent training in higher vocational college. In 2010, it was listed as one of the 100 key construction units of higher vocational colleges in China. In 2015, it passed the inspection of the Ministryof Education and the Ministry of Finance and obtained the Excellent level. In 2017, a teacher of SPPC was selected as the image ambassador for the 46th World Skills Competition, and the college also helped Shanghai win the right to host the World Skills Competition in 2021.

Over the past 70 years, SPPC has trained more than 70,000 high-level technical talentsand senior management personnel for China’s publishing and printing industry. Asrepresentatives of China, some students in SPPC attend the World Skills Competition for three years, and won the bronze and silver medals in the Print Media Technology Projects of the 42nd and 43rd World Skills Competitions, in 2013 and 2015 respectively. In the two consecutive American Printing Awards in 2017 and 2018, teachers and students from SPPC won 15 of the highest awards — the Benny Award. As high-skilled talents in China’s print media are gradually moving from SPPC to the world, the college was identified by the Ministry of Human Resources and Social Security as the China Training Base for the 43rd, 44th and 45th Print Media Technology Project in World Skills Competition, and wasawarded the “National Skilled Talent Training Outstanding Contribution Award”. SPPC has also been identified as the National Training Base for Printing and Publishing Talents by the former State Press and Publication Administration and has been awarded the Outstanding Contribution Award for the Trainingof Skilled Talents for six times. In March 2018, Simon Bartley, Presidentof the World Skills Organization, was hired as an honorary professor in the collegeand established Simon Bartley China Skills Research Studio.

SPPC takes it as its own responsibility to train technical and skilled talents whoserve the publishing and printing media industry in Shanghai and the wholecountry and adheres to the philosophy of “based in Shanghai, leading thecountry, rely on its advantages in the industry, and making a contribution tosociety”. With the characteristics of combination of engineering,literature and art; integration of editing, printing and development, and three-prongedway of teaching, learning and doing, SPPC is committed to building a distinctivecollege of applied technology skills, a national publishing and printing talenttraining base, a cultural and creative industry service base in Shanghai, and anadvanced media technology promotion base in the world.

Adhering to the motto of “Advocating Morality, Promoting Virtue, Practice Earnestly and Dedicatedto Prosperity, SPPC is committed to connotative development,characteristic development, international development. By inheriting China’sexcellent publishing and printing culture, and actively absorbing internationaleducation ideas, advanced concepts, rich content, and flexible forms ofeducation, SPPC has formed three major professional groups: Printing Engineeringand Packaging Design, Publishing Dissemination and Cultural Managementand Art design and Film and Television Animation, which areinfiltrated by engineering, literature and art with distinctivecharacteristics. The college currently has the Department of Printing and PackagingEngineering, Department of Publishing and Dissemination, Department of PrintingEquipment Engineering, Department of Art and Design, Department of Cultural Management,Department of Film and Television Art, Department of Foundational Teaching, Departmentof Ideological and Political Education, College of Modern Media Technology and Art,the Office of Continuing Education and other teaching departments.

Oriented by employment, SPPC eyes building a comprehensive college of engineering,literature and art, and pays attention to students’ professional technicalskills training and vocational quality. Based on the industry situation, thecollege has formed a practical teaching system consisting of curriculumexperiments, production training, and internship practice. The college hasfirst-class experimental and training facilities, complete professionalequipment, and abundant experimental training programs. The Green Platemaking and Standardization Laboratory of flexographic Printing, built by SPPCas the leading unit, has been approved as the professional fieldlaboratory in the first batch of key laboratories of science, technology andstandards in the press and publishing industry, which is a national andprovincial key laboratory in project construction.

SPPC attaches great importance to internationalcooperation and exchanges, and has forged a good partnership with universities,multinational companies and industry organizations across more than 30countries and regions, including the United States, Canada, Russia, Britain,France, Finland, Japan and Singapore. Among them, there are many internationalwell-known units, such as Rochester Institute of Technology in the UnitedStates, the University of Oulu in Finland, Nanyang Technology University inSingapore, Heidelberg Printing Machinery Co., Ltd in German and Komori Co., Ltdin Japan. The college cooperates with the Otterbein University (in the US), theRochester Institute of Technology, the French 3IS-Institut International de L’imageet du son (3IS) and the French Business college Art, Culture, Luxury, Cultural Heritage (EAC) to organize a numberof Chinese-foreign cooperative education projects approved by the ChineseMinistry of Education. Among them, the project of printing picture and textinformation processing (among colleges) jointly held by the university wasrated as the second Shanghai model Sino-foreign cooperative educationcommendation project. Since SPPC successfully completed the on-site evaluationof the American media Accrediting Council for Collegiate Graphic Communications(ACCGC) certification for print media technology, internationalized collegeinghas become the brand of SPPC.

SPPC actively responded to the Belt and Road Initiative of the country, vigorouslycarried out overseas technical skills programs, set up a Bisheng Workshop TrainingBase in Tashkent Institute of Textile and Light Industry in Uzbekistanand, andassisted the Bangladesh National Printing Industry Association in thepreparation of the printing vocational college. The book of Publishing andPrinting Personnel Training Textbook, as a training material, carries outprinting skills training for staff in countries along the Belt and Road, whichpromotes international publishing and printing service, and enhances thecooperation and exchanges between industry and the countries along the route.

At present, the college has nearly 6,000 full-time students. The students trainedby the college have been widely welcomed by the employers. The employment rateof college graduates has been above 99% for many years, and the rate of undergraduate promotion hasbeen maintained at more than 15%.

SPPC adheres to the concept of “invigorating colleges with distinctive features,establishing colleges with unique characteristics, and strengthening collegeswith talents”, consolidates the “trinity” achievements in the construction of anational model backbone vocational college. It dedicates to the college-enterprisecooperation with multiple members, and strives to build the college into aninternational leading institutions of higher vocational education in the fieldof Chinese publishing, printing and media. Striving to build the college into aleading institution of higher vocational education in the field of publishingand printing media in China with important international influence, it is committedto training high-end applied technical talents of printing and publishing mediawith international vision, humanistic literacy, artistic vision and innovativeconsciousness, so as to serve the economic, social and cultural development ofShanghai and the country.

提示：校园营销重点在创意，媒介资源只是展示位置，并不意味着好资源就有好的营销效果，校园营销推荐环意互动：商务合作——环意合伙人：Andrew，152 6706 9292