understanding and communicating with the millennial student presentation for joint nc/sc conference...
TRANSCRIPT
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Understanding and Communicating with the Millennial Student
Presentation for Joint NC/SC ConferenceNovember 7, 2006
Asheville, NC
Gina Lucente-ColeAmerican Student Assistance
Presented by
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AGENDA
Who are they?
What are their characteristics?
What are their expectations?
How can you meet their expectations?
How can you better communicate with them?
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When You Were Born Affects:
VALUES (early years mold your values)
ATTITUDES (values shape your attitude)
CHOICES (attitude determine your choices)
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The Generational Cycle
Represent people “moving through time” with a distinct image of themselves
Each generation has a set of common beliefs and behaviors
Each generation has a common location in history
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COMMON GENERATIONS
GI/Veteran 1901 – 1924
Silent/Traditionalist 1925 – 1942
Baby Boomers 1943 - 1960
Generation X 1961 - 1981
Millennials 1982 - 2003
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WHO are the MILLENIALS?
Children of late boomers and early GenXers
“Babies on Board” of the early Reagan years
“Have You Hugged Your Child Today” sixth graders of the early Clinton years
Teens of Columbine
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What has SHAPED their times?
Focus on children and family Scheduled, structured livesMulticulturalismTerrorismHeroismPatriotismParent advocacyGlobalism
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Growing Up “Messages”
Be smart – you are special (Nickelodeon, Baby Gap, Sports Illustrated for Kids)Leave no one behind (taught to be inclusive and tolerant of other religions and sexual orientations)
Connect 24/7 (learned to be interdependent-on family, friends, and teachers)
Achieve now! (right college, right preschool)
Serve your community – think of the greater good
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MILLENIALS ARE
SPECIAL
SHELTERED
CONFIDENT
TEAM-ORIENTED
ACHIEVING
PRESSURED
CONVENTIONAL
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MILLENIALS ARE SPECIAL
Generation of “wanted” children
Central to their parents’ sense of purpose
Many Boomer parents delayed having children until financially secure
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MILLENIALS ARE SHELTERED
Baby on Board signs were created for this generation
Their well being has dominated legislation (child restraints, home products, movie/video ratings, campus security)
Boomer parents tend to be over-protective
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MILLENIALS ARE CONFIDENT
Raised by parents believing in the importance of self-esteem
Optimistic yet practical
Hopeful of the future
Enjoy strong connections with their parents
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MILLENIALS ARE TEAM-ORIENTED
They are used to being organized in teams
They have spent much of their time working and learning in groups
They have established tight peer bonds
They are inclusive
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MILLENIALS ARE ACHIEVING
They are very much into setting and meeting goals
They have the benefit of best-educated parents
They are the smartest ever with rising proficiency in math, science and standardized tests
They are subject to mandatory testing
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MILLENIALS ARE PRESSURED
They are pushed to study hard
They are pushed to succeed
They are pushed to attend college
They are pushed to choose careers that “pay off” nicely
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MILLENIALS ARE CONVENTIONAL
They identify with their parents’ values
They feel close to their parents
They are “rule followers” (if we give them clear rules they can understand)
They accept authority
“Whatever” – passive approach to dissent
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OTHER CHARACTERISTICS
Technology and Multitasking are a way of life
Trial and error is the key learning strategy (Nintendo logic)
They are used to bits and bytes, flash and color
They are racially and ethnically diverse
They want their parents involved (really involved)
There is zero tolerance for delays
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Ways to Equip Yourself for the Millennial Student
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WEB USAGE
Informational vs. Transactional
Our usage vs. Students’ usage
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ONLINE HABITS AND BEHAVIOR
The younger the student, the more internet and computer savvy82% are online dailyAverage 12 hours per week
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THE CLASS OF 2008 ~ Preferences
Information must be individually tailored
Portability of information is critical
Content must be dynamically generated
‘Lag Time’ is a foreign concept
Web Surfing is passé
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WHAT CAN YOU DO WITH THIS INFORMATION?
Know your students
- trend watching; polls
Determine your solution
Can your web site compete?
- mobility, uniqueness, interactivity
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1 - Mobility
Mobile Web Sites
Personal Digital Assistants (PDA)
- Palm
- Pocket PC
- Smart phones
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2 - Uniqueness
Look no further than your own browser
Content delivery must be relevant
Yahoo & Amazon changed everything - for the better
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3 - Interactivity
Interactive award letters
Interactive calculators and estimators
Interactive forms and electronic signatures
- http://www.formsite.com
Adobe Acrobat (.pdf) forms are not interactive
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3 – Interactivity (cont’d)
Engage with technology – teach with content
Extend your customer service model (FAQs, email, phone, instant messaging)
Virtual Counseling Tools
- http://www.liveperson.com
- http://www.humanclick.com
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What We Talked About
Comparison of Generations
Millennial Student Expectations
Understanding YOUR Students
Areas of concentration for web sites:
- Mobility, uniqueness, interactivity
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American Student Assistance®
100 Cambridge Street, Suite 1600Boston, MA 02114
(800) 999-9080(617) 728-4265 F A X(800) 999-0923 T D D
www.amsa.com