Social Marketing: How to Reach Gens X, Y ,& Z

1. Social Marketing:How to Reach Gens X, Y ,& Z Presenter: Christina Campbell Alaska Commission on Postsecondary Education

2. Overview • Define Social Marketing • Sources • Four Life Cycles • Four Life Phases • Four Generation Types • Boomers • Gen X • Gen Y • Gen Z • CGS Primary Target Audience – Gen Y • Sample Marketing Script

3. Social Marketing Definition The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole. From Social Marketing: Improving the Quality of Life, by Philip Kotler

4. Research William Strauss and Neil Howe • Renowned Historians - Experts in American History & Generations • Studied American generations from the first Puritans to now • Co-authored “Generations”

5. Everyone has a “life-course” from birth to death… While the details are always NEW… the underlying rhythms are not!

6. Four Cycles of Turnings Wearehere

7. The 4th Turning Prediction “America will enter an era of crisis - an era of political and social upheaval - that will extend until the 2020s.  And we believe it will be a major threshold in the nation's history, climaxing with events on par with the Revolution, the Civil War, or WWII” 1991- Generations,1997- The Fourth Turning

8. Four Life Phases Seasons of Life • Childhood - age 0-20 • Young Adult - age 21-41 • Midlife - age 42-62 • Elderhood - age 63-83

9. Generation Types

10. History…

11. Current….

12. Prophet Life Cycle • Boomers (1943-1963) • Childhood- High Nurtured with increasing indulgence by optimistic adults in a secure environment • Young Adulthood- Awakening Self-absorbed, challenging the moral failure of the elder-built institutions, sparking a society-wide spiritual awakening • Midlife- Unraveling Preach a downbeat, values, ethics, moral conviction. • Elderhood-Crisis As visionaries they push to resolve deepening moral choices, setting the stage for the goals of the young.

13. Prophet Endowments • Boomers (1943-1963) • Indulged as children, they become increasingly protective as parents (late Boomers are early helicopter parents) • Principal attributes are in the domain of vision, values, religion • Principled moralists, wagers of righteous wars • Revered more for inspiring words than deeds • Remembered best for their “coming of age” passion

14. Well-Known Prophets • Boomers (1943-1963) • Bill & Hillary Clinton • Newt Gingrich • Steven Spielberg • Spike Lee • Barack Obama

15. Professions of Prophets • Boomers (1943-1963) • Teachers • Philosophers • Historians • Writers • Journalists • Commentators • Lawyers (Public Defenders)

16. Social Marketing Strategies • Boomers (1943-1963) • Pathos Appeal (emotional) - Don’t litter, Smokey the bear, Teach the world to sing • Print - This generation still subscribes to newspapers and hangs on to their yellow pages! • Network TV, Radio - Grew up with only 3 networks, and AM radio http://www.youtube.com/watch?v=j7OHG7tHrNM http://www.youtube.com/watch?v=6mOEU87SBTU

17. Nomad Life Cycle • Gen X (1963-1981) • Childhood- Awakening Left under-protected as children parents in adult self-discovery • Young Adulthood- Unraveling Become brazen free agents, lending their “pragmatism” and practical way of thinking; deal with problems of independence to an era of growing social turmoil. • Midlife- Crisis Apply toughness & resolution to defend society, while safeguarding the interests of their young • Elderhood-High Exhausted, they slow the pace of social change shunning the old crusades in favor of simplicity & survivalism

18. Nomad Endowments • Gen X (1963-1981) • Under-protected as children they become overprotective parents (true helicopter parents) • Attributes are in the domain of liberty, survival, honor, and doing it alone • Cunning, hard-to-fool realists, tenacious warriors who prefer to meet problems and adversaries ‘one on one’ • Known for their young adult years of ‘hell raising’ & tattoos • In midlife they have a ‘hands-on get-it-done” leadership • Biggest volunteer military • Army of One http://www.youtube.com/watch?v=OSsPOC4xZNM&NR=1 • Inventors of “EXTREME” sports

19. Well-Known Nomads • Gen X • Johnny Depp • Charles Barkley • Kobe Bryant • Brett Favre • Wynona Ryder • Britney Spears • Angelina Jolie

20. Professions of Nomads • Gen X (1963-1981) • Sales (Pharmaceuticals & etc) • Marketing • Creative Advertising (1st Generation of MTV) • Professional Athletes • Military • Lawyers (Prosecutors) • White Collar Scammers (Persuasive) More “Survivor” TV show winners!! (18 of 20)

21. Marketing Strategies • Gen X (1963-1981) • Ethos Appeal (character-credible) Spokesperson must be an authority with command • Sports figures work well (Gen X are inventers of EXTREME sports) • Don’t need to be “Without a blemish” • TV, Cable, Radio, Email, MTV • Be straight forward & Direct This is your brain PSA…. • No BS…. Use Intelligence PBS, Documentaries, Learning Channel • Get to the point • Adventure • In short…. be REAL! (Gen X are Inventors of Reality Shows) http://www.youtube.com/watch?v=xtih-rOXXPw

22. Hero Life Cycle • Gen Y (1982-2000) • Childhood-Unraveling Overprotected by helicopter parents in an insecure environment • Young Adulthood- Crisis Working as teams, they challenge the political failure of elder-led crusades, fueling a society-wide secular crisis Obama Election (raised as children when Clinton was President) • Midlife- High Powerful, influential, they establish an upbeat…constructive ethic of social discipline • Elderhood- Awakening Expansive, they orchestrate ever grander secular constructions, setting the stage for the spiritual goals of the young

23. Hero Endowments • Gen Y (1982-2000) • Activities are in the domain of “community”, affluence, and technology • Function in groups, an electronic & digital age, virtual reality • Are multi-taskers and vigorous and rational institution-builders • Advocates of economic prosperity & open-minded optimism • Grew up watching “Friends”, “Will & Grace” • Have a reputation for civic energy and competence • Young politicians and biggest “volunteer” group • Best known for their achievements • Want to “change the world” – are Eco-friendly

24. Well Known Heroes • Gen Y • Zac Efron • Jonas Brothers • Justin Bieber • Corbin Bleu • Ashley Tisdale • Selena Gomez • Miley Cyrus • Rihanna

25. Professions of Heroes • Gen Y (2000- 2015) • Politics • Entertainment • Electronic Media • Web • Internet • Civic Organizations They lived through 9.11, and Katrina

26. Marketing Strategies • Gen Y (1982-2000) • Logos (logical) • Humor - Eat more fruits & veggies PSA • Internet, Radio, TV • Social Media - Facebook, My Space, Twitter (Social Networking) • Very little print • This generation doesn’t have the time to read… • And they invented their own text language, anyway…which differs greatly! • Harmony - Save the planet and environment http://www.youtube.com/watch?v=qyXFN4ocN_o&NR=1

27. Artist Life Cycle • Gen Z (2000-2020) • Childhood- Crisis They are overprotected at a time of political shakiness, and adult self-sacrifice • Young Adulthood- High As conformists, they become sensitive helpmates lending their expertise & cooperation to an era of growing calm • Midlife- Awakening Indecisive, they apply expertise & process to improve society while calming the passions of the young • Remember the Beaver Cleaver days? • Elderhood- Unraveling As empathetic elders they quicken the pace of social change shunning the old order in favor of complexity and sensitivity

28. Artist Endowments Gen Z (2000-2020) • Impatient, instant results, • Unlike Gen Y they are INDIVIDUALISTIC Predictions • Overprotected as children they become underprotective as parents • Activities in the domain of pluralism (diversity), expertise, and due process. • Growing up under the first African American President, 1st Latino supreme court judge, openly gay politicians • Advocates of fair play and politics of inclusion • No child left behind • Obesity a big issue • Will become most expert & credentialed of political leaders. Sandra Day O’Conner…Colin Powell

29. Well Known Artists Gen Z • Frankie Jonas • Ella Travolta • Jaden Smith • Willow Smith • Noah Cyrus

30. Professions of Artists • Judges • Express their mind and opinion online • Musicians/Singers/Dancers/Actors • American Idol • High School Musical • Dancing with the Stars • Engineers • Most-educated of all the generations • Internet Technology • CSI • Able to collect and process information quickly

31. Marketing Strategies Gen Z (2000-2020) • World Wide Web - Highly Connected…everything is online from birth • Class work • Games • Socializing • Phone Apps • YouTube • Digital Natives no longer limited to home PC’s • MP3 players, iPhones, iPads, internet carried in their pocket • Virtual Reality Games… lack interpersonal communication skills but build communities online • Instant messaging and text messages (email is too old) • TV, Radio http://www.youtube.com/watch?v=r-zEDbl04NY&feature=fvw

32. Attributes Optimistic Energized Like Originality Education is a top 5 issue EXPECT to go to college Key Values Identity Diversity Belonging Creativity Sharing Connectivity Giving (9.11, Katrina), Online 97% computer; 94% cell phone; 75% Facebook; 1/3 use Web as main source of news Challenges Over-Marketed Quick and Easy… “When the going gets tough Gen Y moves on… Doesn’t have the time to read a lot No silver bullet Entitlement CGS Targeting Gen Y (1982-2000)

33. Gen Y Sub Cultures

34. What do teens want for their future?

35. 82% expect to go to college

36. The goal therefore...Is NOT to persuade them that they need to go to college…It’s to communicate to them HOW they can go

37. It isn’t enough to know the Information… USE IT

38. Messages need to… • Be clear and straightforward… don’t waste their time... get to the point • Tell them what they should do • Humor • Free

39. Basic Model of Communication • Sender- Credibility: Is it the right person? • Message- Content: Is it your audience’s speed? • Channel- Mode: How are you reaching them? • Receiver- Target: Did you reach your audience and did they hear your message the way you intended? • Barrier/Problem • Ask them/Tell them • Value • Vision/Benefit/Solution

40. Messaging Example…. Need money for college? (Barrier/Problem). Fill out the FAFSA (Tell them what to do). It’s the Free Application for Federal Student Aid. Fill it out now and you could get thousands of dollars for college. Wait until summer and you may get less. Think you’re too rich to qualify? You’ll probably still have to fill out the FAFSA to get loans and scholarships. Get free help on Sunday January 31 at these sites across Alaska (Value). CGS and the FAFSA - your ticket to a higher education. (Vision/Solution).

41. Conclusion Four Generation Types • Boomers- Prophets… Idealists… Pathos (emotion) • Gen X- Nomads… Reactive…Ethos (credibility) • Gen Y-… Civics….. Heroes….Logos (logic) • Gen Z- Artists… Adaptives… all three-Fairness CGS Target Gen Y http://www.youtube.com/watch?v=jxlr2nKd4Bw&feature=related

42. Thank you Christina Campbell Alaska Commission on Postsecondary Education (907) 269-7981 christina.campbell@alaska.gov