校园营销资源示例：上海市 上海出版印刷高等专科学校 校园活动路演-校园营销资源介绍

上海出版印刷高等专科学校 校园活动路演-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

校园路演活动，绝非摆个摊子、竖几展架的粗放操作，而是品牌以场景派对为载体，深度融入校园节奏、实现品牌年轻化的核心触点。它的本质是让品牌/产品跳出广告工具的刻板印象，真正嵌入大学生群体当天的生活动线——当学生路过这片区域，仿佛误入为他们量身定制的沉浸式现场，从好奇驻足到拍照分享，从参与互动到记住口号，每一个动作都自然转化为UGC传播的入口，这正是校园体验式营销的精髓所在。
不妨具象化这个场景：正午下课铃响，人流密集的教学楼通道或食堂路口，舞台音箱先以节奏打破校园的日常宁静，远处的品牌横幅、标志性色调率先抓住视线；走近后，互动打卡点、品牌签到墙、产品试用区、氛围感拍照背景依次展开——原本只是路过的学生，瞬间被拉进品牌场景。拍照发圈、试用体验、扫码参与、领取周边，整个过程行云流水，学生自身也成为品牌记忆里的一帧鲜活画面，而这背后，正是线上线下融合思维的落地：线下体验触发情绪共鸣，线上分享开启传播裂变。
值得注意的是，校园路演的核心竞争力，在于对校园语境与学生节奏的精准贴合。大学生群体的碎片化黄金时段——午休1小时、傍晚课后、运动结束后、周末零散时间，都是路演的最佳触发节点。前期通过校园KOC转发、社群预热、表白墙宣传等内容营销手段种下好奇心，路演当天以现场节奏接住这份期待，再通过互动设计打通预热-体验-分享的全链路——这便是校园营销特有的动线逻辑，也是精细化运营在校园场景的具体体现。正如调研所示，七成以上Z世代倾向通过自媒体了解品牌，而路演恰好搭建了线下体验→线上分享的桥梁，让品牌从被动曝光变为主动参与。
做校园路演，重点从不是全量展示，而是在每个关键节点预留参与入口：入口设计需足够吸睛，比如潮酷装置、二次元主题；现场要有延长停留的巧思，比如阶梯式互动、沉浸式体验；互动要契合学生节奏，比如短时游戏、轻量级任务；出口要有记忆收束，比如定制周边、专属口号。从广告营销视角，路演同时承载品牌曝光+记忆沉淀的双重功能；从整合营销视角，它更是传播链路的爆破点——能串联起看见→停留→参与→传播的完整闭环，既解决了静态广告缺乏互动的痛点，又弥补了线上营销缺少真实体验的短板，完美呼应广告引流+口碑立信的互补原则。
在校园推广中，铺满广告易，让学生愿意走进来难。当路演提供酷感舞台+趣味互动+记忆点装置+出片场景时，学生的心态会从我去看看转变为我要参与，品牌也随之完成从远距离曝光到近距离共鸣、从被记住到被分享的关键跨越。这种转变的核心，是对Z世代情绪价值需求的精准捕捉——他们追求的不是被动接收信息，而是主动创造体验，而路演恰好给予了这种参与感，这也是品牌打破品牌老化困境、建立品牌信任感的有效路径。
正因如此，校园路演在校园广告矩阵中始终占据核心地位：静态广告如桌贴、围栏是基础铺路，让学生先感知品牌存在；路演则是关键一步——当学生与品牌真实互动、亲身体验，并意识到品牌主张与我有关时，才算真正完成传播闭环。这里的创意是决定性变量：一句贴合学生口语的slogan，比如早八人专属能量补给；一个让人忍不住打卡的装置，比如校园记忆盲盒墙；一种适合社交分享的场景，比如国潮主题拍照区，哪怕学生只在现场停留5-6秒，那些符号化的记忆点也会深刻留在脑海中。而学生的拍照发圈问朋友‘那是什么活动’，则让路演突破了物理空间限制，拉开了校园营销的传播半径，这正是社交营销的魅力所在。
更重要的是，路演的价值不应止于活动当天。活动结束后，需通过抖音话题挑战、小红书UGC征集等社媒互动，以及社群专属福利、校园KOL复盘等后续回流，将路演中的照片、视频、学生反馈持续释放——让当天的场景在后续日子里被再看见、再记忆、再传播。这个过程，是品牌印象从临时感知沉淀为长期记忆的关键，也是全域运营思维的延伸：线下路演是引爆点，线上运营是续航器，两者结合才能让品牌在学生心智中扎根。
归根结底，校园路演绝非可有可无的花瓶，而是校园活动营销、品牌传播体系里的核心引爆点。当我们以创意为内核，将其设计成有人气、有体验、有记忆、有传播的沉浸式现场时，它便能在大学生群体中落地生根——在照片里延伸传播边界，在记忆里沉淀品牌认知，最终助力品牌实现校园市场的品效合一，完成从触达Z世代到赢得Z世代的跨越。正如电商趋势报告指出的，购物体验与娱乐体验在社交平台无缝融合，而校园路演，正是这种体验+娱乐+社交模式在校园场景的最佳实践。

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