Reaching Gen Z - GPACAC€¦ · First, to be clear, all institutes serve a diverse population. You...
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Reaching Gen Z How to Stop Marketing to Millennials
Reaching Gen Z - GPACAC€¦ · First, to be clear, all institutes serve a diverse population. You will likely have all of the mindsets represented on your c\ൡmpus. We don’t offer
Reaching Gen ZHow to Stop Marketing to Millennials
Presenter
Presentation Notes
Welcome folks. Introduce ourselves Review the purpose of the presentation
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Now Enrolling Gen ZHOW ARE YOU SHIFTING PRACTICES?
Presenter
Presentation Notes
Key Focus: Highlighting the major differences between GenZ and Millennials. �GenZ is 1995 - 2010: they are already on and graduating your campuses. Institutions should be making this shift if they haven’t already or it will pass you by. These folks are already beginning to enter the adult and graduate markets. �Gen Z, iGen: Born 1995 – 2010 Millennials or Gen Y: Born 1977 – 1994 Generation X: Born 1965 – 1976 Baby Boomers: Born 1946 – 1964 Traditionalists or Silent Generation: Born 1945 and before.� Alpha Gen is coming next***
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Gen Z at a GlanceGEN Z WILL MAKE UP 32% OF THE WORLD POPULATION IN 2019, SURPASSING MILLENIALS
Entrepreneurs and Innovators
Do-Gooders, Dreamers Open-Minded
Synonymous with Technology
Most Diverse Class
Bloomberg; Gen Z Is Set to Outnumber Millennials Within a Year, Lee J Miller & Wei Lu
Presenter
Presentation Notes
Review the facts:��Bloomerg says Gen Z will surpass Millennials in 2019 making up 32% of the global population.�https://www.bloomberg.com/news/articles/2018-08-20/gen-z-to-outnumber-millennials-within-a-year-demographic-trends ================================================================================================ Open-minded: this generation is very accepting of all kinds of differences. See the world as neutral. Change Makers: Innovative/Entrepreneurs Dreamers: Want to follow their passion Independent Learners: Desire and know how to self educate Do-gooders: They want to make a difference, in their community, school, world Synonymous with Technology: they grew up served enormous amounts of info and are accustomed to quickly filtering content. They use roughly 5 screens and have about an 8 second attention span
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Comparing Gen Z to Millennials
MILLENNIALS GENZ
Optimistic Realistic
Collaborative Independent
Digital Pioneers Digital Natives
Public Private
Digital Only Face-to-Face
Formal Education On-Demand Learning
Job Hopping Role Hopping
Global Spectators Global Citizens
Generation Z Versus Millennials: The 8 Differences You Need to Know By Ryan Jenkins
Instagram, SnapchatContent & DesignAds, emails, direct mail
and more!
Digital MarketingToday’s marketing is increasingly digital because today’s students -from all generations - are on their
devices.
WIIFM?No Generic
Emails
They Want to be
WantedVary the
Format
Be Quick to Capture Their
AttentionFacts, Not Fluff
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Wait, Say That Again?
They Want to be
Wanted
Market Mindsets
Presenter
Presentation Notes
Let’s take a look at the 6 market mindsets created through the research by Eduventures.
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Great Institutions Serve Diverse Populations
Presenter
Presentation Notes
First, to be clear, all institutes serve a diverse population. You will likely have all of the mindsets represented on your campus. We don’t offer this research as a way to filter your population to add or eliminate a mindset, but rather offer it as a way to help you create and execute your communication strategies.
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How Student Mindsets Were Developed
Criteria
Outcomes
Experiences
Mindsets
Presenter
Presentation Notes
The mindsets were developed by researching/surveying students in their junior and senior years as they are going through the college search process. The participation was voluntary and offered to a large population segment – the entire NRCCUA database of juniors and seniors were able to participate in the survey process by opting in. Students were asked series of questions related to what they expected to achieve for career outcomes from attending college; what they were looking for/expecting to have for experiences as part of college, and finally what they were looking for in terms of academic criteria while attending college. There answers then moved them into one of three buckets and then further defined their individual mindset.
Gen Z has Different Paths in Mind
21%21% 15%
11%19% 13%
Career Experience Academic
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Presentation Notes
��Experiential - Everything I do including work, projects, experiences, courseworks leads to getting a career. They are a very “hands on” group. Learn by doing. College for me is all about being hands-on → Internships & Employment has to mingle with coursework. ��Career Pragmatist - Pure ROI. They want to get in, get out, get a job, and spend very little doing it. College for me is all about an affordable experience that leads to a job (not a career!) immediately after graduation. � Social Focus - Enrolls to do all the extroverted things of campus. They want to be involved. College for me is all about making lifelong friends. Incredibly connected → activities, internships, study abroad, clubs. � Exploration & Meaning - Liberal Arts minded. Seeking to understand how they can help the world or improve life for others. Generally caring. College for me is all about how I can use my talents to better the world → most globally oriented; most likely to study abroad. Career through Academics - Most level headed mindset. Goes to undergrad to get set up for a 40 year career. Grad School Bound - The rare students. Undergrad is just a stepping stone. College for me is solely about strong academics that will get me into grad school → research-driven, seeking strong connections to faculty. � Call out the 3 different trenches that the mindsets fall into.��Questions to ask the Audience: �- Does anything strike you about these mindsets? �- Can I clarify anything? �- How would this affect your messagings? �- Who do you think your students are? �- What do you think you were? � Call out the 3 different trenches that the mindsets fall into.
Mindsets in Your Market
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Student Mindset Membership by US Census Division16%
17%
16%
16%
19%
16%
17%
17%
19%
30%
25%
22%
20%
20%
20%
18%
17%
18%
19%
19%
15%
14%
13%
11%
11%
9%
9%
11%
13%
16%
14%
14%
16%
18%
13%
14%
14%
14%
13%
5%
18%
19%
19%
17%
19%
20%
19%
19%
18%
11%
12%
14%
16%
18%
17%
23%
23%
21%
18%
19%
New England
Middle Atlantic
East North Central
West North Central
South Atlantic
East South Central
West South Central
Mountain
Pacific
Territories
Exploration and Meaning Social Focus Grad School BoundCareer through Academics Experiential Interests Career Pragmatists
Presenter
Presentation Notes
So we broke it out by regions and territory for another look. READ THE LINE FROM THE REGION YOU ARE IN OR DEFAULT to South Atlantic ****
22%
24%
26%
26%
17%
19%
22%
15%
14%
21%
14%
23%
15%
28%
7%
10%
14%
11%
20%
15%
12%
19%
29%
22%
26%
21%
32%
20%
11%
15%
13%
14%
27%
26%
18%
30%
27%
25%
28%
21%
21%
16%
8%
12%
8%
10%
19%
22%
16%
18%
12%
15%
12%
13%
10%
12%
11%
11%
25%
21%
13%
11%
14%
16%
17%
11%
16%
19%
21%
15%
41%
28%
13%
18%
5%
7%
17%
3%
1%
7%
4%
1%
9%
Physical SciencesBiology and Biological Sciences
Computer Science and MathEngineering
Liberal Arts and HumanitiesSocial Sciences
Environmental Studies/Science and ForestryCommunication, Journalism, and Media…
Visual and Performing Arts (including design)Psychology
Not sureBusiness
EducationHealth Professions
Experiential Interests Career PragmatistsSocial Focus Exploration and MeaningCareer through Academics Grad School Bound
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Academic Areas of Interest by Student Mindset
Presenter
Presentation Notes
Academic major is very strongly linked to mindset – in fact it’s the strongest link between mindset and any factor we measured.��Stem majors are grad school bound Computer science, math, engineering profile changes a bit to become career through academics prevalent Liberal arts, humanities, social sciences – strong exploration and meaning & social focus presence Communication, journalism, performing arts, psychology, undecided, business– social focus, and drifting into some career-focused students�Education / Health Professions – more strongly into career-focused majors. �****Enrollment leaders should be working with faculty and program leads to let them know what kinds of students are in their majors and how they can orient curriculum or teaching styles around student key experiences****
How to Work with Mindsets
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Working in Phases While Recruiting Mindsets
Opening Conversations
Blind Spots
Opportunities for Support
Presenter
Presentation Notes
Each mindset has what we call a “hot button”. While you could revamp your entire communication flow around the mindset cohorts, in all practical sense, we recommend starting simply in these areas. First the opening conversation. As you are qualifying your prospect pool, consider grouping like mindsets together and adjusting your subject line, your images, a variable paragraph or ps. Educate your team and your extended campus colleagues about the potential blind spots/pitfalls for each of the mindsets. Be prepared to understand the potential obstacles ahead of time As your class comes in and transitions to student life, advising, resident life, educate your colleagues. Add in opportunities for supporting these students. Let’s take a deeper look at the mindsets.
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Connecting with Experiential Interest Students
May struggle is off intended program path
Conscientious of help, but closed off
May negotiate to another path if unassisted in course pathway
Support Their Journey
Academic coursework secondary
Benefits of social environment
Heighten understanding importance of academic AND social success in college
Address Blind Spots
Career-focused outcomes
Clearly defined degree programs
Affordability
Open the Conversation
Presenter
Presentation Notes
Say a prospective student with experiential interests is interested in your university– You might send them an email about how your school has clearly defined degree programs that include internships--> Then counsel them on the comprehensive benefits of academic and social success then ensure they stick to your school by consistently offering assistance to build a plan that incorporates the experiences they want into their major coursework. The opening conversation Experiential learning opportunities that lead to career-focused outcomes Appreciate clearly laid out programs and degree plans Sensitive to affordability Potential blind spots Academic coursework secondary Not much attention to the social aspects of college Heighten understanding the importance academic and social to success in college Opportunities for support May run into trouble if they find themselves off their intended program path Help conscientious, but closed, students negotiate to another path if this arises
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Connecting with Social Focus Students
Provide emotional support and identify lack of conscientiousness
Assistance staying on career track and academic plan
High risk if social transition falters
Support Their Journey
Think they will get a good job by osmosis
Not overly concerned with academics and career prep
Address Blind Spots
Social environment
Creating lasting friendships
Connections and networks to drive workplace success
Open the Conversation
Presenter
Presentation Notes
WALK THROUGH AN EXAMPLE OF HOW TO BUILD A CONNECTION WITH THIS MINDSET�Say a prospective student with social focus is interested in your university– You might send them an email about how your school helps people build lasting connections-> Then counsel them on how to turn social experiences into a career then ensure they stick to your school by ensuring the get integrated with all of the social experiences on campus. The opening conversation Showcase the defining aspects of your social environment How they create lasting friendships Support connections and social facility that drive success in the workplace Potential blind spots Good job after graduation almost by osmosis Not very concerned about academics and career preparation Instill an understanding of the importance of these key factors in success Opportunities for support Recognize a lesser degree of emotional stability and conscientiousness May need more help getting on track with an academic and career plan If social transition goes south they are at high risk
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Connecting with Exploration & Meaning Students
Direct attention to making an impact on themselves
Career advising to balance reality with exploration
Advising considerate of a need to search and explore
Support Their Journey
Unrealistic attention to career outcomes
Affordability not top of mind
May make and impassioned choice without considering ROI
Address Blind Spots
Opportunities to impact the world
Study Abroad
Traditional liberal arts outcomes
Open the Conversation
Presenter
Presentation Notes
WALK THROUGH AN EXAMPLE OF HOW TO BUILD A CONNECTION WITH THIS MINDSET� Say a prospective student is considering going to Political Science– You might send them an email about students expressing themselves about government issues on campus--> Then counsel them on the balance of schooling and finding a career in their field as they engage with your recruiters then ensure they stick to your school by sharing feedback from students who found what they were looking to do at your school. � The opening conversation Opportunities designed to help students make a personal impact on the world Study abroad and global Traditional liberal arts outcomes Potential blind spots Unrealistic attention to career outcomes. Affordability not top of mind At risk of making an impassioned choice without considering ROI Opportunities for support Coach them to direct attention to making an impact on themselves. Career advising that balances reality with exploration and opportunity Advising that takes into account open, searching personality
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Connecting with Career Pragmatists Students
Work and affordability can sidetrack
Introduce long-term benefits to career not just first job
Career advising to get the most out of work experience
Support Their Journey
Overlook importance of academic
Unconcerned with rigor and prestige
Educate on contribution of academic experiences in career
Address Blind Spots
Immediate ROI
Affordable education leading to an immediate job
Flexibility to accommodate working
Open the Conversation
Presenter
Presentation Notes
WALK THROUGH AN EXAMPLE OF HOW TO BUILD A CONNECTION WITH THIS MINDSET� Say a prospective student is open to major as long as they get a job out of college– You might send them an email about students working in their field directly out of college--> As they travel down funnel, educate them on the contribution of academic success to finding a first job and career then ensure they stick to your school by educating them on the flexibility offered through student work programs and how that can lead to placement. ���The opening conversation Immediate return on investment Affordable education in a supportive community setting leading to an immediate job Flexibility of program to accommodate a need to work Potential blind spots Overlook the importance of academics Don’t need to hear about rigor and prestige Educate them on the contribution of academic experiences to their career Opportunities for support Work and affordability issues could sidetrack Introduce long-term benefits to career beyond the all-important first job. Strong academic advising Career advising to get the most out of work experience
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Connecting with Career Through Academics Students
Strongly connect academics to their career choice
May need assistance finding new focus if starting to struggle
Support Their Journey
Focused on ultimate goal; Might miss out on other learning experiences
Address Blind Spots
Major experiences leading to their eventual outcome
Connect major to career
Integrated academic, career, and social interaction
Open the Conversation
Presenter
Presentation Notes
WALK THROUGH AN EXAMPLE OF HOW TO BUILD A CONNECTION WITH THIS MINDSET� Say a prospective student is considering Psychology as their major– You might send them an email about longterm outcomes for students in your program--> continue the conversation by explaining the benefits of a comprehensive program that incorporates outside experiences then ensure they stick to your school by strongly coaching on the connection between their program and becoming a successful psychologist. � The opening conversation All the major experiences of a college bear on their eventual outcome Direct connection of major to career Integrated experience of academics, career, and social interaction The “every student”? Potential blind spots Focused on ultimate goal; they might miss out on serendipitous learning These experiences are not necessarily distractions, but can enrich, and enhance Opportunities for support Advising to connect academic program strongly to their career goals If plans aren’t working out, they’ll need help finding a new focus
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Connecting with Grad School Bound Students
Map academic, research, and internship experiences that build graduate opportunities
Risk isolation and burnout; encourage enriching experiences as part of overall experience
Support Their Journey
Affordability is not top of mind early on
Student loans might impact their future plans
Less engaged with the greater undergraduate experience
Address Blind Spots
Academic rigor
Successful graduate school placements
Research and faculty guidance opportunities
Open the Conversation
Presenter
Presentation Notes
WALK THROUGH AN EXAMPLE OF HOW TO BUILD A CONNECTION WITH THIS MINDSET� Say a prospective student is considering going to Medical School– You might send them an email about successful grad placement --> don’t forget to educate on how student loans may impact their future if this is a high achieving student with their pick of schools then ensure they stick to your school by clearly mapping experiences that will get them where they need to go. ���The opening conversation Academic/research rigor that will land them in graduate school of choice Evidence of successful graduate school placements Opportunity to build research skills under the guidance of faculty Potential blind spot Don’t factor affordability into the equation early on Potential impact of student loans on their future plans for graduate school Less engagement with the wider opportunities of undergraduate education Opportunities for support Map out academic, research, and internship experiences that build grad opportunities May eschew other important experiences; risk isolation or burnout Appropriate amount of enriching experience in overall experience
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Mindset Match Up
Presenter
Presentation Notes
Exploration & Meaning – Environmental Science/ Giving back to the community. Habitat for Humanity Charity Event.
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Mindset Match Up
Presenter
Presentation Notes
Social Focus!
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Marketing to Career Through Academics Students
Presenter
Presentation Notes
Career through academics – Forensic Science
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Mindset Mash Up
Subject Line: 98% of Sunshine Grads Are Working in Their Field Within 3 Months of Graduation
Presenter
Presentation Notes
Career pragmatist
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Mindset Mash Up
Social Post: Follow one of our seniors as he makes the transition from Undergrad to Grad School. Check out his blog today!
Presenter
Presentation Notes
**** Grad School Bound – Astro-Tech Research
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Mindset Mash Up
Presenter
Presentation Notes
***** Experiential interest!!!
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Review Your Communication Flow
Humanize Your Brand
Text Me -After
Opt In
Channels MatterYouTube, Netflix,
Instagram, SnapchatContent & DesignAds, emails, direct mail
and more!
Digital MarketingToday’s marketing is increasingly digital because today’s students -from all generations - are on their
devices.
WIIFM?No Generic
Emails
They Want to be
WantedVary the
Format
Be Quick to Capture Their
AttentionFacts, Not Fluff
29
Innovating to Fit Your Needs!
Mindset fields will be added to the ACT | NRCCUA data file Fall 2019.
It’s about putting the Right Message in front of the
Right Student at the Right Time!
Stay in touch for additional details regarding file formatting, etc.
Presenter
Presentation Notes
Well, beginning in July you will be able to see the Mindset for roughly 8.5 million students!
Thank you.ANY QUESTIONS?
Appendix & Bonus Materials
Gen Z Frames the World Differently
HOW WILL THIS AFFECT THEIR EXPERIENCES WITH HIGHER EDUCATION?
Source: Eduventures 2016 Summit Presentation, Your New Recruiting Class: What are They Really Thinking? Tammy Erickson
We should consider how GenZ’s perspective has changed from Millennials. To do this, we’re relying on information presented at a past Eduventures Summit, where Tammy Erickson, a renown generational researcher, joined us to discuss how GenZ thinks. ���- Outlook on life: When we think of Millennials, we think of FOMO (Fear of missing out). It drives their decisions. GenZ differs because they are a generation that would rather defer gratification. The are “Savers” as a whole. This affects enrolling in college because they want to reduce debt! ��- Purchasing: Millennials pay for rarity or quality. They want to curate their experience. While GenZ is the “Air B&B” generation. They prefer to share, rent, borrow, and trade to reduce cost. �- Technology: Millennials were the exceptional users or re-inventors of technology, like Zuckerburg, Elon Musk and other people the have changed how we interact with technology. GenZ feels technology and data is ubiquitous because they are the first generation of true digital natives. The population as a whole has never lived without cell phones and computers in their homes. Technology is what they use to do everything and it isn’t “special”. It’s necessary. �- Authority: Millennials seek affirmation and approval from authority. GenZ is licensed to act. Think about how they react to public issues. They aren’t waiting for anyone to tell them what to do. They get on Instagram and Snapchat or whatever to organize themselves. In short, they don’t need people to tell them what to do. They are licensed to act. ��- Environment: Millennials understand the need to conserve on an intellectual level. But GenZ is the first generation to actually feel like the world’s resources may limit them in the future. (Example: Gen-Z’s response to the effects of Climate Change) ��- Relationships: Millennials built a ton of connective technologies (FB, Twitter, LinkedIn). Millennials want to collaborate and connect. � They feel a need to connect and be involved with each other. GenZ prefers to compromise with friends and relationships. They understand the necessity of trade-offs from applying ��When considering what these character shifts mean to higher education: GenZ is deferring gratification, has low financial debt tolerance, and wants to rent/borrow/trade. Affordability will be an issue because of the financial burden being placed on families and students by institutions. Certainly, technology is also something they will consider. They will be thinking about what technology will they be using, learning, or have access to during their college experience. So as we look at the entire set, we see that GenZ will take a much more pragmatic approach to enrollment than millennials did. ��Maybe ask the audience what words other than ”pragmatic” they would use to describe the shift of GenZ’s frame of mind. ��Remind people to keep all these factors in mind as we examine our research and data of the upcoming class. �
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Mindset to Exploration and Meaning Students
● Subject Line: Find your calling at Sunshine University ● Community Involvement Programs● Social Impact ● Involvement in social issues and current events● Part of a bigger plan● Aspire to make a difference● Giving of Talents ● Specific Majors around these issues ● Social Post: Sunshine Students building homes for survivors of the California Wildfires
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Marketing to Social Focus Students
● Subject Line: Be Part of the Sunshine College Community● Campus Activities● Events ● Sports● Clubs ● Trips / Study Abroad● “Collaboration” ● Social Post: Spring has sprung! Come lounge with your fellow Bobcats by Barton Springs [pic]
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Marketing to Career Through Academics Students
● Subject Line: Our Bachelor of Social Work Program Places Students into Internships that Lead to Careers
● They like the word “career”● Preparation for long-term success● Majors that match job titles or specific fields ● Social Post: Considering Forensic Science as a career? Our students recently won a
national competition for crime solving [learn more]
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Marketing to Career Pragmatist Students
● Subject Line: 98% of Sunshine Grads Are Working in Their Field Within 3 Months of Graduation
● Internship programs/on the job training● Real world experience● Strong Alumni network● Resume and portfolio assistance ● Career counseling● Work placement partnerships● Top 10 majors employers are seeking ● Social Post: Student Spotlight: Interview with [social influencer or leader, award winner],
a SunShine Grad!
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Marketing to Grad School Bound Students
● Subject Line: Grad School Bound! ● Interested in faculty research and internships around it ● Know they will be in school for some time and would like to work with great staff● Thesis mentorship ● Preparing for grad school ● Grad outcome rates● Grad degree flexibility ● Social Post: Follow one of our seniors as he makes the transition from Undergrad to Grad
School. Check out his blog today!
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Marketing to Experiential Interest Students
● Subject Line: Experience the Difference at Sunshine University● We partner with local employers to provide internships● Internship programs available at you institution● Our professors have all worked in their fields● Projects based on real work scenarios● Portfolio Assistance● Study Abroad● Connect with community leaders and employers ● Social Post: Be sure to check out Joanie Smith’s blog regarding her shadow experience with
the Sunshine Police Department! [link to student spotlight or school magazine]
