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Make Your Marketing Resonate … to boomers as volunteers. Civic Engagement and Boomers Conference May 18, 2010. Know Your Audience. “All generalizations are false, including this one.” Mark Twain. 11. Boomers – in Minnesota.

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Make Your Marketing Resonate

… to boomers as volunteers

Civic Engagement and Boomers Conference

May 18, 2010


Know Your Audience

  • “All generalizations are false, including this one.”

  • Mark Twain

11


Boomers – in Minnesota

  • Between 2010 and 2030, the number of adults age 65+ is expected to double to almost 620,000 people in the metro and 1.3 million statewide

  • Volunteerism of older local metro residents far outpace national rates*

    • 36.3% of those age 55-64 (vs 28.1%)

    • 45% of those age 65-74 (vs 26.7%)

    • 33.1% of those age 75+ (vs 20.3%)

  • Among boomers particularly, volunteerism rates go up statewide*

    • 39.8% of those age 55-64

    • 44.7% of those age 65-74

    • 33.5% of those age 75+

*SOURCE: Compiled by MNCompass, from: Current Population Survey, Volunteer Supplement, conducted by the U.S. Census Bureau for the Bureau of Labor Statistics. at www.mncompass.org


Boomers – Diversity in Action

  • In 2010 there are more than 101 million Americans age 50+ and by 2020 there will be nearly 120 million

  • Boomers are demographically diverse:

    • 9.8% are African American

    • 7.5% are Latino

    • 3.5% are Asian

  • 7 of 10 boomers volunteer on their own or through an organization with outside formal organization volunteering on the increase*

    • There is a particularly high rate of engagement in 45+ African Americans

*SOURCE: AARP, January 18, 2010 Boomers and Older Volunteers Serving on Their Own


Boomers – Psychographics

  • Psychographics matter too

    • Any attributes relating to personality, values,

    • attitudes, interests, or lifestyles.

  • Some categories of psychographic factors used in market segmentation include:

    • Activity, Interest, Opinion (AIO)

    • Attitudes

    • Values



Lifestyle Segments

  • Upbeat Enjoyers (19.4%)

    • Enthusiastic, active, involved

    • Optimistic about future

    • Feel financially secure

    • Believe age increases attractiveness

    • Want to expand intellectual horizons

    • Want to work in “retirement”

    • Interested in doing more volunteer work

Source: Strategic Directions Group, Inc. www.4growth.com


Lifestyle Segments

  • Insecure (36.5%)

    • Troubled by lack of financial resources

    • Pessimistic about future

    • Feel unlucky & unsuccessful

    • Concerned about crime

    • Feel age impacts memory and appearance

    • Few plans for retirement, may work out of financial necessity

Source: Strategic Directions Group, Inc. www.4growth.com


Lifestyle Segments

  • Financial Positives (18.8%)

    • Realists and long-term planners

    • Optimistic, positive view of their lives

    • Feel appearance and memory deteriorating

    • Want to relax, not work, in retirement

    • Feel financially secure

    • Relentless seekers of value

Source: Strategic Directions Group, Inc. www.4growth.com


Lifestyle Segments

  • Threatened Actives (25.2%)

    • Want to preserve independence

    • Generally positive outlook, content with life

    • Don’t plan to retire from work

    • Don’t think old age is time for new interests or personal growth

    • Accept themselves as they are

    • Would like to pass assets to children

Source: Strategic Directions Group, Inc. www.4growth.com


Know Boomer volunteers want to

  • Find a good “fit”

  • Channel their passions/competitive nature

  • Offer their expertise/skills

  • Focus on how they can have impact

  • And this economy…

  • Turn their contributions into a potential job

Sources: MAVA Minnesota Association for Volunteer Administration, 2010, Serve America, BridgeWorks, 2005


Know the right messages: Personal Descriptors

Source: Recasting Retirement (2002) Civic Ventures/Temple U.


Know the right messages: Life Stage

Source: Recasting Retirement (2002) Civic Ventures/Temple U.


Know the right messages: Images

“[Respondents] gravitated to more uplifting pictures full of color and hope. There was a strong emphasis on scenes that showed camaraderie.”

Source: Recasting Retirement (2002) Civic Ventures/Temple U.


Messages that resonate
Messages That Resonate

Life is a continuing journey with never ending opportunities to learn, give and grow.

You know what you have to offer. We can help you find a volunteer opportunity.

“Relationships with a purpose” didn’t end with your career.

Source: Recasting Retirement (2002) Civic Ventures/Temple U.


Know the right media for your audience
Know the right media for your audience

  • “Traditional media” (TV, radio, print) still very much alive and well.

  • “New media” usage high and rapidly increasing among those 50+.

  • Email an especially powerful medium for those age 50+.


Media diversity by age group
“Media Diversity” By Age Group

Using a 10 minute average as a cut off

Source: Center for Media Design Ball State U.


Large Group: Discussion

  • What reconfirmed what you know?

  • What surprised you?

  • What questions do you have for us?

11


Small Group: Discussion

  • Create your own marketing plan

    • Define your organizational need for volunteers

    • Determine your target audience – demographic and psychographic

    • Create a resonating message (10 words or less)

    • Choose a media campaign

  • Share your plan with 1 person

11


Large Group: Discussion

  • Share messages you created

  • What themes emerge?

  • What questions do you have for the larger group?

11


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