aisap - marketing to millennials
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AISAP Webinar 8.26.09
Millennial Marketing:
A Guide to Reaching Prospective Students
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Millennial Marketing
Millennial Marketing
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• Born between 1980-2000(?)
• They are sociable, optimistic, talented, well-educated, collaborative, open-minded
• Team oriented and very reliant on their peers
The Millennials—Who are they?
Millennial Marketing
+The Millennials—Who are they? (continued)
• All winners (everyone gets a trophy)
• Coddled by parents
• Priorities: They come first
• Pressured to succeed—good grades, good school or college, good job
Millennial Marketing
Millennial Marketing
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#1
Friends
and
Lifestyle
The Millennials
Millennial Marketing
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“I Liked
the French Fries
at Lunch.”
The Millennials “I Liked
the French Fries
at Lunch.”
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Millennial Marketing
Branding and Millennials
Millennial Marketing
The Orchestra
— Andrea Jarrell, Communications Strategist
Millennial Marketing I Liked the French Fries at Lunch
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The Violin The Clarinet
Millennial Marketing I Liked the French Fries at Lunch
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The Violin The Clarinet
Millennial Marketing I Liked the French Fries at Lunch
+ “Don’t
speak down
to them.”
— Josh Shipp, Youth Speaker
How to Connect with Young People
Millennial Marketing I Liked the French Fries at Lunch
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How to Connect with Young People
“Offer up a
good story.”
— Josh Shipp, Youth Speaker
Millennial Marketing I Liked the French Fries at Lunch
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How to Connect with Young People
“Don’t overestimate their differences.” — Josh Shipp, Youth Speaker
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Millennial Marketing
Reach the Millennials in Print [It’s still cool]
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Millennial Marketing
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Millennial Marketing
Cool Viewbooks
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Millennial Marketing
Cool Viewbooks
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Millennial Marketing
Cool Viewbooks
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Millennial Marketing
Cool Viewbooks
“You Are the Heroine of Your Story”
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Millennial Marketing
Cool Viewbooks
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Millennial Marketing
Cool Viewbooks
Millennial Marketing
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Tech savvy to a point
where electronics are
an extension of their bodies.
The Millennials
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Millennial Marketing
Reach the Millennials Online [It’s really cool]
http://today.msnbc.msn.com/id/26184891/vp/32384778#32369988
How brand savvy are teens?
Monday, August 31, 2009
http://www.nytimes.com/2009/08/19/education/19college.html
Monday, August 31, 2009
Neil Howe
AuthorDemographerHistorianEconomist
Monday, August 31, 2009
http://www.lifecourse.com/W H I P P L E H I L L
Monday, August 31, 2009
1982Millennial, Generation Y, Echo Boomers
Boomer Parentschildren born in 80s
Boomer
Xer Parentschildren born in 90s
W H I P P L E H I L L
Monday, August 31, 2009
Generation X
- Xers are now age 28 to 48
- “Baby Bust”
- 1995, with Kindergarten, Xers began to take over as k 12 school parents
- 12 years later (2008) all parents are Xers
W H I P P L E H I L L
Monday, August 31, 2009
Generation X
- 60’s Society put Childhood at the bottom of its priorities
- 70‘s Divorce revolution
- Culture became very anti-child (zero population growth movement)
- Evil child movie era
W H I P P L E H I L L
Monday, August 31, 2009
- Need to do a better job with kids
- “Baby on Board” & Mini Vans
- Child home protection industry
- Drug abuse, crime, abortion .. receding
1980’s
W H I P P L E H I L L
Monday, August 31, 2009
Monday, August 31, 2009
“Millennial have the best relationshipswith the parents of any generation
measured in the post war era” - Howe
ipod overlapW H I P P L E H I L L
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
GenX Parentstheir view of schools
- Price Shopping (boomers how much i paid for my BMW, Xers how little)
- Modular Mentality (i want this, i don’t want this.. with boomers it was a package deal)
- Transparency, standards, ROI
- Data driven decision.. (in god we trust all others bring data - Edward Demming)
- Personal Accountability
- Real-time service (the FedX standard)
- Hi-tech search for credential substitutes
W H I P P L E H I L L
Monday, August 31, 2009
Monday, August 31, 2009
Millennials are moving technology back to the community.
24x7 peer to peer.
Email, Chat rooms, IM, Webcams
Social Networking
Most connected generation in history(this generation completely foreign to boomer)
W H I P P L E H I L L
Monday, August 31, 2009
Millennial Students
- Special Generation(they’ve been told)
- Sheltered Generation(Xers compensating)
- Confident Generation
- Team Oriented
- Conventional (‘Hero’ archetype)
- Pressured
- Achieving
W H I P P L E H I L L
Monday, August 31, 2009
Knowing all this, how do we influence the way
people see your school?
Monday, August 31, 2009
W H I P P L E H I L L
Communication ModelsMass Media
CLAY SHIRKY
Monday, August 31, 2009
W H I P P L E H I L L
Communication ModelsSocial Media
CLAY SHIRKY
Monday, August 31, 2009
GroupAction Just Got Easier
“Internet, Mobile phones and the applications built on top of
them have transformed the way groups of people come together,
share things and get things done.” - Clay Shirky
Monday, August 31, 2009
The models that will excel in the next few years will rely on new forms of creation, some of which will be done by professionals, some by amateurs, some by crowds, and some by
machines.”
“Not an Upgrade - an Upheaval” - Clay Shirky
Monday, August 31, 2009
worcester academy -site:worcesteracademy.org
Monday, August 31, 2009
Monday, August 31, 2009
craiglist
Monday, August 31, 2009
FAQsExample 1
Monday, August 31, 2009
OLD FAQ
27
Monday, August 31, 2009
NEW
FAQ
Monday, August 31, 2009
Monday, August 31, 2009
Blog CommentsExample 2
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Can’t simply bolt social
media on to your web site.
W H I P P L E H I L L
Monday, August 31, 2009
Can’t simply bolt social
media on to your web site.
W H I P P L E H I L L
Monday, August 31, 2009
Mash-upsExample 3
Monday, August 31, 2009
/BRIANSOLIS
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Blog CommentsExample 4
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
FinaleExample 6,7,8,9 & 10
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
Monday, August 31, 2009
W H I P P L E H I L L
Monday, August 31, 2009
W H I P P L E H I L L
Monday, August 31, 2009
W H I P P L E H I L L
Monday, August 31, 2009
W H I P P L E H I L L
The Bottom line
Need a strategy, not a website !
Monday, August 31, 2009
www.whipplehill.com
Thank you for
coming!
www.turnaroundmkt.com
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