The “Harris Poll People” America’s trusted barometer of public opinion for 40+ years

1. Understanding and Reaching Young AudiencesSamantha SkeySr. Vice President of Strategic MarketingAlloy Media + MarketingJohn GeraciVice President of Youth and Education ResearchHarris Interactive

2. The country’s largest provider of nontraditional media and marketing services, reaching and connecting with 85% of Millennial audience (ages 5-29), daily.

3. The “Harris Poll People” • America’s trusted barometer of public opinion for 40+ years • Market Pioneer in Online Research • Youth + Education Research: • Have interviewed 2 million+ members of Gen Y • Work for a variety of organizations • Conduct about 150 research projects a year relating to young consumers

4. What We’re Going to Talk About Today • Millennials 101 • Generational Trends & College Truths • Today’s College Students: Who Are They? • College Bound High School Students • Awareness and Consideration: The Branding Years • A High Schooler’s View of the College Admissions Process • How Students Choose a College • Influences on the College Decision and the Role of Parents • Paying for College and Financial Aid • Information Sources • College Students as Consumers • How to Reach Young Audiences

5. About the Studies • Alloy CollegeExplorerSM is an online research study conducted for Alloy by Harris Interactive. • Conducted with college bound high school students. • 1,638 interviews were completed. • Hobsons CollegePulseSM is an online research study underwritten by Hobsons and conducted by Harris Interactive. • Conducted with college bound high school students. • 2,244 interviews were completed.

6. Millennials 101

7. Gen Y Is Next Big Demographic Force US Census Bureau

8. Number of Children and Racial DiversityAre Both on the Rise Percent of US Youth Population That is White/Non-White Number of Children in U.S. by Age (In Millions) US Census Bureau

9. Meet the Millennials “Millennials are unlike any other youth generation in living memory. They are more numerous, more affluent, better educated, and more ethnically diverse. More important, they are beginning to manifest a wide array of positive social habits that older Americans no longer associate with youth, including a new focus on teamwork, achievement, modesty, and good conduct. Only a few years from now, this can-do youthrevolution will overwhelm the cynics and pessimists… with potentially seismic consequences for America.”Neil Howe & William Strauss, Millennials Rising

10. Generational Trends& College Truths

11. Are used to and expect to be targeted by marketers Grown up with advertising and marketing See 400 - 600 ads per day 65% of adolescents 8 - 18 years has a TV in their own bedroom Media multi-taskers 47% do “something else” while watching TV Over ¼ talk on the phone, surf internet, or do homework while watching TV Marketing Savvy So what? Young adults embrace marketing as long as it is informative and entertaining. Don’t rely on only traditional media, engage them and build relationships with them through experiential or surround marketing tactics. 2002 About Face; 2001 Kaiser Family Foundation

12. Today’s College Students:Who Are They?

13. Facts About the College Student • 36% of all 18-24 year olds are enrolled in college • 4,100+ public and private colleges in the U.S. • 16.5 million – 56.6% are female • 9.9 million full-time students; 6.6 million part-time • 6.2 million students (37.8%) age 24+ Source: 2004 Fall MRI; Source: Dept of Ed, NCES, Projection of Education Statistics to 2011 Report National Center of Education Statistics, Digest of Education Statistics 2002 published October 2003;

14. College Market = 16.4 Million Consumers and Growing... Source: National Center for Education Statistics

15. Spending is on the Rise +11.8% • College students spend $231 billion a year • 11.8% increase over the $209 billion reported in the ’03 study • Discretionary spend is $54.3 billion a year • 16.8% increase over the $46.5 billion in ’03 • The average female spends slightly more than males - $280/month vs. $269/month +16.8% Source: 2005 Alloy College Explorer

16. Per Capita Spending is Substantial Average Annual Per Capita Spending $15,862 $15,086 $11,527 $9,560 Source: 2005 Alloy College Explorer

17. Awareness and Consideration:“The Branding Years”

18. A Typical College-Bound Student Researches About 11 Colleges, Seriously Considers 5 or 6, and Applies to 4 or 5 Hobsons CollegePulseSM Powered by Harris Interactive

19. A High Schooler’s Viewof the College Admissions Process

20. Which of these are highly stressful to you? 100 90 80 70 60 • Taking standardized tests (63%) • Writing application essays (59%) 50 Stress Thermometer 40 • Getting good grades (44%) • Admissions interviews (36%) 30 20 • Participating in extracurricular activities (18%) • Getting recommendation letters (15%) 10 0 Students Feel That High School Grades and Standardized Test Scores Are Main Considerations Hobsons CollegePulseSM Powered by Harris Interactive

21. How Students Choose a College

22. Students Go to College Primarily Because They Want to Get a Better Job and They Want to Learn/Gain Knowledge Hobsons CollegePulseSM Powered by Harris Interactive

23. Influences on the College Decision and the Role of Parents

24. Parents Are the Most Important “People” Influence on the College Decision Hobsons CollegePulseSM Powered by Harris Interactive

25. “Where once parents simply unloaded the station wagon at the start of orientation week, kissed goodbye and drove home, now they linger for days – fussing, meddling, tearing, and even ranting if they think their very special child isn’t getting the very best of everything.”- Howe and Strauss, Millennials Go to College

26. Paying for College andFinancial Aid

27. Paying for College Is Seen As a Difficult Financial Burden Paying for college will be… Hobsons CollegePulseSM Powered by Harris Interactive

28. Information Sources

29. 93% Have Visited a College Website78% Have Read Printed Materials Hobsons CollegePulseSM Powered by Harris Interactive

30. Most Use Search Engines to Find College Sites Hobsons CollegePulseSM Powered by Harris Interactive

31. Printed Materials Are the Most Frequently Used Information Sources, Especially Departmental Information Hobsons CollegePulseSM Powered by Harris Interactive

32. College and Scholarship Search Web sites Are the Most Frequently Used Third Party Information Sources Hobsons CollegePulseSM Powered by Harris Interactive

33. College Students as Consumers

34. Most Student Purchases Made With Cash or Debit During a typical month, what percentage of your total purchases is made using the following payment methods? 2004 Alloy College Explorer

35. Conscientious Consumers When they spend, 80% of college students try to buy brands that are on sale 2005 Alloy College Explorer

36. Conscientious Consumers • GREEN:Yet college students also favor brands that are socially conscious • 31% prefer brands that are environmentally safe • 26% prefer brands that give back to the community • 20% prefer brands that are connected to a cause • COOL:And they prefer brands that they perceive to be “innovative” • 28% like to try new brands before other people • 26% are willing to pay more for a brand that has a great image • 24% brands that are totally new and different 2005 Alloy College Explorer

37. Reaching College Students

38. Multitasking Trend Continues – but Differently • 83% of college students say that they do something else while watching TV • Females are more likely than males to multitask – 87% vs. 77% • The most common multitasking includes: • Surfing/Accessing the Internet (45%) • Doing homework (37%) • Talking on the telephone (36%) 2005 Alloy College Explorer

39. Be on their turf. Communicate value. Make them feel important. Leverage their most trusted information source – their friends. Let them try before they buy. Communicate in sound bytes. Be explicit, informative and entertaining. Celebrate with them!!! Marketing to College Students: Keys to Success

40. Thank You!Samantha SkeySr. Vice President of Strategic MarketingAlloy Media + MarketingJohn GeraciVice President of Youth and Education ResearchHarris Interactive