This presentation provides insights and data on how Young Adults respond to media and how they approach the internet so that you can best maximize your online college recruitment efforts.

1. Leveraging Digital Marketing
Campaigns for
Prospective College Students

2. This presentation provides insights and data on how
Young Adults respond to media and how they
approach the internet so that you can best maximize
your online college recruitment efforts

3. Effective Marketing Objectives - Young Adults
•
Engage with the social media Young Adult community by creating more
branded content in order to drive conversational capital.
•
Maintain a messaging and tactical platform that reflects and integrates Young
Adult lifestyle activities.
•
Engage with Young Adults through content and executions that resonate with
their lifestyle and core values and goals for the future.
•
Solidify the institution’s brand reputation and appeal to the target.

4. Young Adults - Target Insights
•
Passionate; hold strongly to their
values.
•
Want to be heard, contribute
opinions and make an impact.
•
Constantly connected, using
multiple devices at once.
•
Current, relevant, always know
what’s popular at the moment.
•
Digital natives; grew up with
technological innovations.
Comfortable with changing
technological advances.
•
More optimistic, confident and
open-minded than previous
generations.

5. Young Adults - Multicultural
•
Multicultural core values include: identity expression, celebration of life,
personal empowerment and community sensibility.
•
29% identify as “True Multicultural”, where they place a high value on their
own culture but are equally open to and interested in other cultures. *
•
To drive relevance, brands should focus on inclusive diversity and points of
convergence across cultures.
•
Take advantage of the current cultural transition.

6. Young Adults - Social Media Trends

7. What Drives the Young Adult Social Media Consumer?
•
Social Media Trends
•
What are they doing?
•
Mobile Trends
•
New Platforms
•
Privacy

8. Social Media Trends
• Over
89% of Young Adults use social
networking sites, increased from 79% in
2011
• 75%
of the time Young Adults are online
they spend social networking.
• Time
spent in social media has increased
35% year over year
• Facebook
down 9%, Instagram up 5% and
new micro blogging has become a social
media staple
Source: Pew Research Centers Internet American Life Project tracking surveys 2013

9. By the Numbers
*
Change in Time Spent on Facebook by
US Facebook Users**
*Source: Gary Tann, April, 2013
** Source: eMarketer, June 27

10. What are they doing?
• 91%
•4
of image posts are photos of themselves
in 10 post or share news/media links
• 47%
rely on social media to manage their
social life and stay in touch with their friends
Source: Pew Research Center’s Internet American Life Project tracking surveys 2013

11. Mobile Trends
•
79% of 18-24 own a smartphone.
•
Cell owners ages 18-29 are the most likely of any
demographic group to use their phone to go online: 85%
of them do so, compared with 73% of cell owners ages
30-49, and 51% of those ages 50-64.
•
50% of young adults aged 18-29 say they use the internet
mostly on their mobile phone.
•
60% of Facebook’s users are mobile only
•
By the end of 2013, there were more mobile devices on
Earth than people.
Source: Pew Research Center’s Internet American Life Project tracking surveys 2013
Source: Cisco, 2013

12. Privacy
• Young
Adults care about privacy, but
from those who have immediate power
over them - parents, teachers, college
admissions officers etc.
• 78%
of users aged 18-34 expressed a
wish for privacy
• Newer
platforms are appealing to
teens because they’re new and they’re
providing a way for them to
compartmentalize their more interestfocused interactions with smaller
groups of people.

13. “Hot” Platforms with Young Adults
1.
2.
3.
4.
5.
•
•
•
Tumblr (micro-blogging)
Instagram (image sharing)
Snapchat (image
sharing/chatting)
Twitter
The Chive
Tumblr is the favorite social media site
among young adults: 61 %
Nearly half (43%) of cellphone owners age
18-29 use Instagram
As of April 2013, the number of photos
shared daily on Snapchat averaged 150
million, up from 50 million in December
2012- a surge of 200% in 4 months.

14. Sample Integrated Social Media CampaignAnchorman 2
• This social media campaign is designed for
maximum permeation with an emphasis on
consumer participation and engagement.
• Largest film partnership in history with Tumblr,
the enormously popular blog site, rolling out a
large selection of GIFs related to the film.
• Holding a social media casting call billed “Join
Ron’s News Crew,” which will allow people to
audition for the positions held by Ron
Burgundy’s news team by employing a series of
tailored Twitter hashtags.
• Dodge’s viral partnership with Anchorman 2:
The Legend Continues has been a massive
success, 59% sales spike in October 2013.
• By allowing viral social media to drive a
campaign rather than to just exist as a
byproduct, this fascinating new marketing model
allows for greater consumer engagement with
their product.

15. Opportunities
•
Embrace new technologies
•
Leverage mobile platforms
•
Accept that the channels change constantly
•
Develop content that is relevant to each SM channel

16. YouVisit’s full-screen tours can be accessed across
multiple platforms including YouVisit.com, college
websites, Facebook and mobile devices. Be sure to
engage prospective college students by implementing
your institution's Virtual Guided Walking Tour into your
2014 Social/Digital campaigns.

17. That’s all folks!- Thanks