College Republican National Committee Chairman Alex Schriver acknowledged in a statement that Republicans need to convert former Obama voters to stay competitive this campaign cycle.
“President Obama won young people in 2008 with a message of hope and change that just did not pan out. My generation has been disproportionately hurt by the policies of President Obama, which is precisely why we need Crossroads Generation,” Schriver said in a statement.
The PAC is launching a debut social-media ad campaign Monday targeting voters in eight swing states, and, according to The Associated Press, is expected to spend some $50,000.
The president's campaign team has also made college-age voters a key target, with Obama's first two campaign events staged at Ohio State University and Virginia Commonwealth University.
The president also visited the University of North Carolina late last month advocating for the continuation of a program that kept federal student loan interest rates down.
Obama told students he and first lady Michelle Obama had "been in your shoes."
"I didn't just read about this. I didn't just get some talking points about this. I didn't just get a policy briefing on this," Obama said. "We didn't come from wealthy families. When we graduated from college and law school, we had a mountain of debt. When we married, we got poor together."
There's also a left-leaning super-PAC effort targeting college students, championed by late-night comedian Stephen Colbert. In recent weeks, Colbert has distributed super-PAC startup kits to college students across the country, encouraging them to open chapters of his Colbert Super PAC on their campuses. Students at Georgetown, Northwestern, Princeton, Purdue, Penn State, Utah and UC-San Diego have already launched affiliated super-PACs, and those who order kits receive a "treasure map" that, if solved, wins one super-PAC founder a free appearance by the comedian at his or her college campus.