7000 A Day – Catch the Boomer Wave!Jeanette M. TooheyDirector, OLLI at The University of North Florida

This session Boomers

Definition Why target? 10 Key Boomer Marketing Trends

Case study of UNF OLLI’s Boomer efforts Program overview Strategies to attract Boomers

Curriculum Promotion

Workshop

What Is A Boomer? Born between

1943 & 1960 (Landon Y. Jones, Great Expectations: America & The Baby Boom Generation; 1980.)

1946 &1964 (William Strauss and Neil Howe, Generations: The History of America’s Future, 1584 to 2069; 1992.)

Leading Edge – 1943/6 – 1955 Trailing Edge – 1956 -1964

Why Target Boomers? Sustainability

Currently those 65 and older comprise 26% of the US population. By 2030 they will comprise 18% of the US population.

It is imperative to engage younger OLLI members as those currently engaged age out.

Those now 65 or so may work for 5 to 10 more years prior to full retirement. We need to catch them now to make them ready for then.

What We Know About Boomer Marketing Trends*• Boomers Will Remain at the Head of the Table • More Boomers Will Embrace City Living • Boomers Will Become Even More Wired • Health and Well-Being Will Be Everywhere • Boomers Will Volunteer Even More • Boomers Will Drive Green Innovations  • Boomers Will Lead the Age of Responsible Consumerism  • Boomers Will Create the “Longevity Economy”  • Boomers Will Support a Thoughtful Plan for America’s Future• More Boomers Will Get Religion 

* Excerpt from: Jumping Jack Flash: Boomer Project http://www.boomerproject.com/documents/jumpin_jack/2012_january.php

UNF OLLI Background OLLI at UNF is 1 of 10 programs in Division

of Continuing Education (DCE) DCE

Reports to Academic Affairs Support to OLLI includes

Financial services Customer care (including registration) Marketing & PR services Fully outfitted offices & classrooms

UNF OLLI Background Servant leadership management model:

volunteer led, volunteer staffed including instructors

Teams: Curriculum, ED-ventures, Member Relations, VOLLI, Special Events

VOLLIs: 200+ dedicated & occasional Staff: marketing, logistics & support

UNF OLLI Program Overview High volume

300 enrichment programs annually 3 term catalogs published (Fall, Winter, Spring); Summer

is e-blasted Low fee: classes priced by length & frequency

Membership: $45 annually One time 90 minute class: Free or $7 Most expensive class: 14 weeks of 2 hours = $95 Most classes

Currently – 3 to 6 weeks currently Prior to Boomer-related changes – 6 to 8 weeks

What Has UNF OLLI Done? Identified barriers to Boomer

participation Identified opportunities to shape the

curriculum to include topics & formats of interest to Boomers

Identified promotional techniques that would appeal to Boomers

What Has UNF OLLI Done? Identified Barriers

Class hours M – F, 9:30 a.m. – 5 p.m. LEARN Jacksonville (another UNF DCE enrichment

program) holds classes weeknights and Saturdays  Technology

Our technological resources Technological abilities of long-involved members

Diversity of interests 1400 members Age 50 to 95  

What Has UNF OLLI Done?Curriculum Diversified subjects Diversified formats Developed ED-ventures (out of

classroom learning opportunities) Offered weekend study trip

UNF OLLI CurriculumFall 2006

12 courses Interactive: 4Traditional

classroom: 6 Seminar: 2

Fall 201175 courses

Interactive: 35Traditional

classroom: 26Seminar: 14

Diverse Classroom Subjects: Boomer Target Market Discovering Your Creativity Mid-Life & Beyond The Art of Aging The Mind Matters, But What is it & Who Attends to it? Where in the World is the Land of Flowers (La

Florida)? [native plants] Jacksonville’s 1960s Sit Ins & Ax Handle Saturday R&B, Soul and Classic Motown IT IS Going To Rain Today, But WHY? Your Table, Your History: Writing Your Family Cookbook Canalling in France; A Travel Guide to India

Boomer Trend: Boomers Will Remain at the Head of the TableNew Curriculum Offerings: Classroom2 – 4 sessions each Challenging Roles in Our Second Adult Life

Sandwich generation Successful Life Transitions

Financial & legal planning Focused on transitions of divorce, death of a

spouse, illness requiring long term care Caring for an Aging Parent Elder Law

Boomer Trend: Health & Wellness Will Be EverywhereNew & Newer Classroom Offerings1 – 6 sessions each Brain Training Yoga, chair yoga, salsa Rediscovering the Labyrinth as a Reflective

Practice Pressure Point Pain Relief Strategies, Theraband

Exercises & Stretching Managing Chronic Pain What to Ask Your Doctor

Diverse Formats: Interactive Creativity: studio painting, woodcarving,

creative writing, knitting, crocheting, making bead jewelry, play reading, acting, gardening, art of storytelling, instrumental music

Technology, social media: iPhone, iPad, Facebook, eBay, blogging, digital camera

Games: bridge, Mah Jong(g), crossword puzzles Wine: connoisseurship, food pairings Languages Cooking

Interactive: Discover the World of Toulouse Lautrec

Curriculum: Winter 2012New Curriculum Formats

Hybrid: classroom-based with related out of classroom ED-venture(s)

ED-ventures: largely local, stand alone, out of classroom learning experiences

Diverse Formats: Hybrid Typically 2 - 4 sessions Pricing

Combined - one price only Menu

Classroom only ED-venture only Combined at slightly discounted rate

Out of classroom On campus Off campus

Trend: More Boomers Will Embrace City Living (Hybrid) “Behind the Scenes with”

Community theater group (2011: 98 enrollments)

Museum of Contemporary Art (2011: 89 enrollments)

Arboretum (2011: 51 enrollments) Zoo (Fall 2012: 25 enrollments; 10 waitlisted) Chamber music group (Spring 2012: 15

enrollments)

Hybrid: Example Facets of Florida: The Norman Studios and Jacksonville’s Silent Film

HistoryLecture: Monday, Jan. 30, 1:30 – 3 p.m., 1 session $7ED-venture: Monday, Feb. 6, 1:30 – 3:30 p.m., 1 session $15

Lecture and ED-venture: $20

Join us for a classroom screening of “Hollywood East,” the award-winning documentary about our city’s role as host to more than 30 silent film studios. After the screening, Rita Reagan, education outreach director for the Norman Studios Silent Film Museum, will present plans to preserve and develop the studio complex as an annex to the National Park Service. For our ED-venture, we visit Norman Studios (Arlington) and Klutho Studios (Springfield) the following week. An optional outing for a Dutch-treat snack will follow.

(Series: 95 enrollments)

ED-venture: Norman Silent Film Studios

Some Films Posters

Klutho Film Studio: Actor Apts., Klutho Home, Site

Hybrid: Natives & Newcomers in 16th Century Jacksonville

Hybrid: Example A Guide to Sea Turtles by a Turtle PatrollerLecture: May 29, 1:30 – 3 p.m., 1 session, $7ED-venture: Georgia Sea Turtle Center (Jekyll Island), June 5, $25

Beach Visit (turtle tracks), Friday, June 15, 6:30 a.m.Beach Visit (nest survey), Date TBA, 7 p.m.

Explore the lives of sea turtles through one classroom presentation followed by several field trips. One trip in June will take us on an early morning beach walk to discover turtle tracks leading to a new nest. An evening beach trip in July will give us an opportunity to survey a hatched nest and rescue a baby turtle or two. A third, and optional trip will take us to the Georgia Sea Turtle Center on Jekyll Island. We’ll enjoy a Dutch Treat lunch at the Jekyll Island Club. Date and times for field trips will be determined by the class and mama turtles.(27 enrollments - exceeded capacity)

Hybrid (1st of 4 in classroom): Travel Sketching 101

ED-ventures FY 2011-12

16 independent ED-ventures offered including weekend study trip Revenue: $6,400* Enrollments: 388; 110 waitlisted students* Average enrollment: $16.50* Venues

Free to UNF OLLI - $10 student fee: Port of Jacksonville; NFL stadium; UF Proton Therapy Institute; Federal Reserve; PGA stadium course

Campus concerts (2) Historic home or site tour & lunch Contemporary art museum Holiday concert, lunch, historical museum tour

* Excluding study trip

Spring 2012 Study Trip The Gathering in the Everglades:

Partnership with Florida Humanities Council 3 days Programming: naturalist led swamp/boardwalk

hikes, prominent Florida humanities scholars, artists, descendants of Native American & pioneer families, boat tours (airboat, pleasure cruise)

$375 pp included programming, meals, local transportation ($50 pp net to UNF OLLI)

+++ transportation, hotel, optional hikes 36 enrollments (maximum capacity)

ED-ventures Fall 2012

6 independent ED-ventures offered 190 enrollments to date; 46 waitlisted students Revenue: $2400; $12.63 average enrollment Venues (fee to UNF – free or $15 pp or less):

Estuarine reserve ($3; $10 student fee) St. Augustine Lighthouse ($15; $25 fee) Internationally renowned local animatronic designer &

manufacturer (free; $10 fee) Holiday event University Jazz concert ($8; $10 fee) History museum ($3; $10 fee)

What Has UNF OLLI Done?Promotion Created tag line “Live well. Learn forever.”

Cost: free Appeals to youthful outlook Appeals to interest in health and wellness Appeals to interest in joining an organization that can

make a meaningful, lasting difference in their lives Redesigned catalog ($1.23 per cap inclusive) Redesigned website (cost: internal CMS & staff

resources only) Simplified online registration procedures (cost:

internal CMS & staff resources only)

Brochure to Magazine Before After

From Stock Photography to Term Photo Shoots

Incidental Catalog Photos: Who Looks Like More Fun?

Graphic Presentation: Courses

Graphic Presentation: Schedule

Segmented Information

Fall 2012 Catalog Costs Quantity: 10,000

Pages: 44 Printing: $8209 Mailing labor &

postage: $2957 7,000 mailed

Contract design: $1124

Total: $12,290 Per cap: $1.23

Past Website Presentation

Current Website Landing Page

Simplified Online Registration

E-blast: From Newsletter to Marketing Tool Pre-2011: 1 newsletter per month

Promoted future opportunities Reported on past events Occasional profiles of instructors, students, VOLLIs 3 – 6 pages, text occasionally broken up by

graphics, photographs 2011 - ?

4 segmented communications, 1 – 2 pages ea. Branded headers Embedded hyperlinks to web registration page

Branded Segmented e-Communications

Sent to members Time sensitive news Profiles with

pictures (instructors, leaders, VOLLIs, students)

Sent to members Promotes enrollment

opportunities about 6 weeks prior to the event

Registration hyperlink embedded

Promotes 4 free monthly programs; “taste” of OLLI

Sent to members & non-members Create a sense of urgency

“Great Free Programs at a Location Near You! R.S.V.P. Now! Forward to Friends & Neighbors!”

Registration hyperlinks embedded

YOUR ASSIGNMENTS Appoint a scribe who will

Take notes Verbally report top results to the room Ensure that the written results are

returned to me for distribution to all delegates in the session

(Please pass a clipboard with forms to your scribe.)

IDENTIFY PROGRAMMING (20 minutes) Scribes, please read & re-read your

Boomer trend to your group Brainstorm and record program ideas to

address that trend

IDENTIFY TARGET AUDIENCE (15 minutes) Select a few programs & identify their target audiences

N.b. Age 50 to 70 is not a target audience – it is a pool comprised of many target audiences

Target audience: a specific group of people at which a product/marketing message is aimed

Some key target market segments: Demographic/socioeconomic segment (gender, age,

income, occupation, education, household size & stage in the family life cycle)

Psychographic segment (similar attitudes, values & lifestyles)

Behavioral segment

Identify low/no cost promotional methods (15 min.) How and where does your target audience

access information? What are the no/low cost options? Take the programs & target audiences you

selected, develop several strategies for each that would put the program information into the minds of your target audience.

How will you assess the success of your promotional efforts?

Wrap Up Lightning Round Reporting Q & A and discussion Return forms to Jeanette