Social Marketing: How to Reach Gens X, Y ,& Z. Presenter: Christina Campbell Alaska Commission on Postsecondary Education. Overview. Define Social Marketing Sources Four Life Cycles Four Life Phases Four Generation Types Boomers Gen X Gen Y Gen Z
Alaska Commission on Postsecondary Education
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
William Strauss and Neil Howe
While the details are always NEW…
the underlying rhythms are not!
“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
Seasons of Life
Nurtured with increasing indulgence by optimistic adults in a secure environment
Self-absorbed, challenging the moral failure of the elder-built institutions, sparking a society-wide spiritual awakening
Preach a downbeat, values, ethics, moral conviction.
As visionaries they push to resolve deepening moral choices, setting the stage for the goals of the young.
Left under-protected as children parents in adult self-discovery
Become brazen free agents, lending their “pragmatism” and practical way of thinking; deal with problems of independence to an era of growing social turmoil.
Apply toughness & resolution to defend society, while safeguarding the interests of their young
Exhausted, they slow the pace of social change shunning the old crusades in favor of simplicity & survivalism
More “Survivor” TV show winners!!
(18 of 20)
Spokesperson must be an authority with command
This is your brain PSA….
PBS, Documentaries, Learning Channel
Overprotected by helicopter parents in an insecure environment
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)
Powerful, influential, they establish an upbeat…constructive ethic of social discipline
Expansive, they orchestrate ever grander secular constructions, setting the stage for the spiritual goals of the young
They lived through 9.11, and Katrina
They are overprotected at a time of political shakiness, and adult self-sacrifice
As conformists, they become sensitive helpmates lending their expertise & cooperation to an era of growing calm
Indecisive, they apply expertise & process to improve society while calming the passions of the young
As empathetic elders they quicken the pace of social change shunning the old order in favor of complexity and sensitivity
Gen Z (2000-2020)
Sandra Day O’Conner…Colin Powell
Gen Z (2000-2020)
Education is a top 5 issue
EXPECT to go to college
Giving (9.11, Katrina),
97% computer; 94% cell phone; 75% Facebook; 1/3 use Web as main source of news
Quick and Easy… “When the going gets tough Gen Y moves on…
Doesn’t have the time to read a lot
No silver bullet
EntitlementCGS Targeting Gen Y (1982-2000)
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
Information… USE IT
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
CGS and the FAFSA - your ticket to a higher education.
Four Generation Types
CGS Target Gen Y