Download pdf - 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


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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?


+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



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#1

Friends

and

Lifestyle

The Millennials


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“I Liked

the French Fries

at Lunch.”

The Millennials “I Liked

the French Fries

at Lunch.”

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Branding and Millennials


The Orchestra

— Andrea Jarrell, Communications Strategist

Millennial Marketing I Liked the French Fries at Lunch

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The Violin The Clarinet


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The Violin The Clarinet


+ “Don’t

speak down

to them.”

— Josh Shipp, Youth Speaker

How to Connect with Young People


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“Offer up a

good story.”

— Josh Shipp, Youth Speaker


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“Don’t overestimate their differences.” — Josh Shipp, Youth Speaker

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Reach the Millennials in Print [It’s still cool]

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Cool Viewbooks

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Cool Viewbooks

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Cool Viewbooks

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Cool Viewbooks

“You Are the Heroine of Your Story”

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Cool Viewbooks

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Cool Viewbooks


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Tech savvy to a point

where electronics are

an extension of their bodies.

The Millennials

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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




Neil Howe

AuthorDemographerHistorianEconomist


http://www.lifecourse.com/W H I P P L E H I L L


http://www.lifecourse.com

http://www.lifecourse.com

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


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



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



- Need to do a better job with kids

- “Baby on Board” & Mini Vans

- Child home protection industry

- Drug abuse, crime, abortion .. receding

1980’s




“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




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




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)



Millennial Students

- Special Generation(they’ve been told)

- Sheltered Generation(Xers compensating)

- Confident Generation

- Team Oriented

- Conventional (‘Hero’ archetype)

- Pressured

- Achieving



Knowing all this, how do we influence the way

people see your school?



Communication ModelsMass Media

CLAY SHIRKY



Communication ModelsSocial Media

CLAY SHIRKY


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


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


worcester academy -site:worcesteracademy.org



craiglist


FAQsExample 1


OLD FAQ

27


NEW

FAQ



Blog CommentsExample 2






Can’t simply bolt social

media on to your web site.



Can’t simply bolt social

media on to your web site.



Mash-upsExample 3


/BRIANSOLIS




Blog CommentsExample 4




FinaleExample 6,7,8,9 & 10





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http://poweredbyorange.com/











The Bottom line

Need a strategy, not a website !


www.whipplehill.com

Thank you for

coming!

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