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Television has Nielsen ratings. Print ads circulation numbers. Even billboards in the middle of South Dakota can look to traffic patterns to help illustrate their value. None of these tracking units are a perfect science of course. (No matter what they tell you.) But based on sheer market maturity these disciplines have historically enjoyed more perceived measurability—and therefore more dedicated budgets—than word-of-mouth and experiential marketing programs. That is until now.

State school sporting events have long been the venues of choice for marketers looking to make connections with coveted college student populations local fans and tightly-knit alumni networks. But the Big Ten is hardly the only game in town. This month we take a look at alternative student networks—accredited U.S. colleges often overlooked by marketers but jam-packed with demographically unique target groups.

Choosing the right crowd to hang out with is as crucial in marketing as it was in high school. Co-marketing is making more and more sense to a lot of companies with pinched budgets and a desire to reach a wider audience.

What’s behind all this kumbaya? It could be the dragging economy that is making combined budgets more appealing to marketers. Or it could be that multiple p.r. departments spread the word to more people and create more media impressions. And let’s not forget the increased audience.

Debates on immigration and assimilation certainly won’t be fading any time soon. But while politicians fight it out the fact remains that the growing Hispanic populations have increasing buying power. And companies are making sure to reach out to these markets. The question is: What’s the best strategy? The answer: Keep it real—as in authentic.

It takes more than just speaking the language to make a connection. Companies are tapping into consumers’ passions by creating events that engage people on their own turf.