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Welcome to Target Zonta to a Diverse Audience

Welcome to Target Zonta to a Diverse Audience. Ellen Dolsen, Presenter Zonta Club of Pontiac- North Oakland . Common Ground vs. Generation Gap .

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Welcome to Target Zonta to a Diverse Audience

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  1. Welcome toTarget Zonta to a Diverse Audience Ellen Dolsen, Presenter Zonta Club of Pontiac- North Oakland

  2. Common Ground vs. Generation Gap Write down the first thing that comes to mind when I say ….. 1. __________2. __________ 3. __________4. __________

  3. Overview • Framework of PR • Four generations in the workplace • Examine Gaps, Myths, Conflicts • Establish Common Ground • Draft Plan of Action

  4. Four Generations Today • Matures – 68 and older - Duty • Baby Boomers -- 49 – 67 - Identity • Generation Xers – 33 – 48 – Entrepreneurial • Millennials – 22 - 32 - Community

  5. Matures – 68 and older • Core Values – Hard work; authority • Perception of Work – Obligation • Communication – Formal and written • Key Motivators – Respect for experience • Education – A dream • Family - Traditional; nuclear • Best at – Duty first; reliable, steadfast; eager to share what they know

  6. Baby Boomers – 49 - 67 • Core Values – Loyalty • Perception of Work – Opportunity • Communication – Person to Person • Key Motivators–Feeling valued, needed • Education – A birthright • Family - Disintegrating • Best at: Idealism, structure, process

  7. Gen Xers – 33 - 48 • Core Values – Work-life balance • Perception of Work – Contractual • Communication–Direct and immediate • Key Motivators – Autonomy; have fun • Education – A way to get there • Family – Latch-key kids • Best at – Independence, entrepreneurialism unafraid of new things

  8. Millennials – 22 - 32 • Core Values – Innovation and change • Perception of Work – Means to an end • Communication – Text and email • Key Motivators – Collaborating with bright, creative people; technology • Education – An incredible expense • Family – Merged, blended • Best at – Technology, organized, demanding, problem solvers

  9. Small Group Activity #1 • Form teams of 5/6 people • Workbook – Page 2 – Instructions • Read page 3, 4, 5 or 6 – Generation in a Nutshell • Write a Zonta Elevator Speech for one generation as assigned • Select a spokesperson to report out - 10 minutes -

  10. Tips for a Marketing Plan • Show Matures how to take action in their own communities • Baby Boomers love options and change • Gen Xers need to feed appetite for information and learning • Millennials want it all

  11. Baby Boomer Women and Cause Marketing • Stories of real people will trump the latest gadget for women • Women are ensemble players; think “we” not “me” • See themselves first as members of a community • Driven by empathy • Interested in belonging

  12. Why Older Donors Matter • Seniors 65+ will grow to 1 in 5 by 2030 • People 50 and over make up 24 % of US population • As of 2012 53% of US adults 65 + use the internet or email • 49% of seniors who are online in 2012 have Facebook accounts

  13. Gaps, Myths, Conflicts • Matures are accustomed to top-down approach to management • Baby Boomers are exiting the workforce • Baby Boomer generation uses work as a way to prove their worthiness. • Rock ‘n Roll--Beatles, Rolling Stones, Abba were all the rage for Boomers • Boomers have had to compete every step of their careers

  14. Gaps, Myths, Conflicts • 11% fewer Gen Xers to fill seats • Many Gen Xers are unprepared • Gen Xers grew up with sophisticated TVadvertising; learned to distrust the media • Were first children to play video games • Gen Xers value flexibility, work-life balance, autonomy

  15. Gaps, Myths, Conflicts • Millennials are goal and achievement oriented; ambitious • Millennials are still too young • They are citizens of the world • Millennials have been pampered; they are used to being the center of attention

  16. Small Group Activity #2 Marketing Idea – 10 mins. • Remain in the same Small Group with the same generation assignment • Workbook – Page 8 – Instructions • Read generation-specific reference material on either pages 9, 10, or 11 • Answer 5 questions on Page 8 • Design one idea from “A through F”on Page 8

  17. Planning Ahead • What was surprising? • What will you do more of? • What will you do differently?

  18. Steps to SuccessAction Plan–Page 12 • Be wary of stereotyping • Be aware of the differences • Appreciate the strengths • Manage differences effectively • Develop a club-specific PR/Marketing Plan

  19. Communication Plan • Parallel Presence • Superficial Contact-Initiation Phase • Making Contact-Self-disclosure-Intensifying Phases • Phase I - Points of Interest • Phase II – Discovering Passions

  20. Thank You Have fun targeting Zonta to a diverse audience!

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