Why Civic Leaders Struggle to Engage Millennials

CONNECTING WITH MILLENNIALSA NEW WORLD OF CIVIC ENGAGEMENT

Presented by:

Ryan Cohn

Sachs Media Group

DO MILLENNIALS GET A BAD RAP?

WHO ARE MILLENNIALS AND HOW DO THEY COMMUNICATE?

LET’S FIND OUT…

QUESTION 1:In the past 24 hours, did you watch more than an hour of

television programming?

1 in 3 Millennials Watch Mostly Online Video / No Broadcast TV

QUESTION 2:In the past 24 hours, did you

read a daily newspaper?

Millennials Get Their News From Different Sources

QUESTION 3:Thinking about your phone use, do you have…

(A) Only a landline phone

(B) Only a cell phone

(C) Both a landline and cell

Smartphones #1Tablets/PCs distant #2/3

Millennials are constantly connected with mobile social messaging

27% of Millennials have 500+ friends on Facebook

Lots of Social Media Users = Lots of Social Sharing

HOW DO YOU CUT THROUGH THE NOISE AND CLUTTER?

1) Focus your message

2) Authenticity is key

Two Rules of Millennial Outreach:

Tailor Your Message:

Focus Your Communication

Clear and Straightforward?

Clear and Straightforward?

A seven story building has been proposed for 1234 Smith Street.

Call Millennials to Action

One Message Doesn’t Fit All

LOSING: ABERCROMBIE & FITCH

One Message Doesn’t Fit All

WINNING: URBAN OUTFITTERS

Stay Relevant and Relatable:Local and Issue-Centric Messaging

Is It Worthy of the ‘Share’?

Build Trust Through

Transparency

Credibility as Spokespeople:

The Opaque Ceiling Effect

vs.

Be a Community Leader,Not a Politician

Bring ‘Behind the Scenes’

to the Forefront

Bring ‘Behind the Scenes’

to the Forefront

How Closely

Do You Follow

Local Politics?

Make Every Minute Count.