Turnaround & WhippleHill Co-present.

1. + A Guide to
Millennial Reaching
Prospective
Marketing: Students
AISAP
Webinar
8.26.09

2. +
Millennial Marketing

3. +
The Millennials—Who are they?
• Born between 1980-2000(?)
• Theyare sociable, optimistic,
talented, well-educated,
collaborative, open-minded
• Teamoriented and very reliant
on their peers
Millennial Marketing

4. +
The Millennials—Who are they?
(continued)
• All winners (everyone gets a trophy)
• Coddled by parents
• Priorities: They come first
• Pressured
to succeed—good grades,
good school or college, good job
Millennial Marketing

5. Millennial Marketing

6. +
The Millennials
#1
Friends
and
Lifestyle
Millennial Marketing

7. +
The Millennials
“I Liked
the French Fries
“I Liked
at Lunch.”
the French Fries
at Lunch.”
Millennial Marketing

8. +
Branding and Millennials
Millennial Marketing

9. The Orchestra
— Andrea Jarrell, Communications Strategist
Millennial Marketing

10. +
The Violin
The Clarinet
I Liked the French Fries at Lunch
Millennial Marketing

11. +
The Violin
The Clarinet
I Liked the French Fries at Lunch
Millennial Marketing

12. +
“Don’t
speak down
How to Connect
with Young People to them.”
— Josh Shipp, Youth Speaker
I Liked the French Fries at Lunch
Millennial Marketing

13. +
“Offer up a
good story.”
How to Connect
with Young People
— Josh Shipp, Youth Speaker
I Liked the French Fries at Lunch
Millennial Marketing

14. +
“Don’t
overestimate
How to Connect their
with Young People differences.”
— Josh Shipp, Youth Speaker
I Liked the French Fries at Lunch
Millennial Marketing

15. +
Reach the Millennials in Print
[It’s still cool]
Millennial Marketing

16. +
Millennial Marketing

17. Cool
Viewbooks
+
Millennial Marketing

18. Cool
Viewbooks
+
Millennial Marketing

19. Cool
Viewbooks
+
Millennial Marketing

20. Cool
Viewbooks
+
“You Are the Heroine of Your Story”
Millennial Marketing

21. Cool
Viewbooks
+
Millennial Marketing

22. Cool
Viewbooks
+
Millennial Marketing

23. +
The Millennials
Tech savvy
to a point
where electronics are
an extension of their bodies.
Millennial Marketing

24. +
Reach the Millennials Online
[It’s really cool]
Millennial Marketing

25. How brand savvy are teens?
http://today.msnbc.msn.com/id/26184891/vp/32384778#32369988
Monday, August 31, 2009

26. http://www.nytimes.com/2009/08/19/education/19college.html
Monday, August 31, 2009

27. Neil Howe
Author
Demographer
Historian
Economist
Monday, August 31, 2009

28. http://www.lifecourse.com/
WHIPPLEHILL
Monday, August 31, 2009

29. Boomer Parents
children born in 80s
Xer Parents
children born in 90s
1982
Millennial, Generation Y, Echo Boomers
WHIPPLEHILL
Monday, August 31, 2009

30. Generation X
- Xers are now age 28 to 48
- “Baby Bust”
- 1995, with Kindergarten, Xers began to take
over as k 12 school parents
- 12 years later (2008) all parents are Xers
WHIPPLEHILL
Monday, August 31, 2009

31. Generation X
- 60’s Society put Childhood at the
bottom of its priorities
- 70‘s Divorce revolution
- Culture became very anti-child
(zero population growth movement)
- Evil child movie era
WHIPPLEHILL
Monday, August 31, 2009

32. 1980’s
- Need to do a better job with kids
- “Baby on Board” & Mini Vans
- Child home protection industry
- Drug abuse, crime, abortion .. receding
WHIPPLEHILL
Monday, August 31, 2009

33. Monday, August 31, 2009

34. “Millennial have the best relationships
with the parents of any generation
measured in the post war era” - Howe
ipod overlap
WHIPPLEHILL
Monday, August 31, 2009

35. Monday, August 31, 2009

36. Monday, August 31, 2009

37. GenX Parents
their view of schools
- Price Shopping
(boomers how much i paid for my BMW, Xers how little)
- Modular Mentality
(i want this, i don’t want this.. with boomers it was a package deal)
- Transparency, standards, ROI
- Data driven decision..
(in god we trust all others bring data - Edward Demming)
- Personal Accountability
- Real-time service (the FedX standard)
- Hi-tech search for credential substitutes
WHIPPLEHILL
Monday, August 31, 2009

38. Monday, August 31, 2009

39. Millennials are moving technology
back to the community.
24x7 peer to peer.
Email, Chat rooms, IM, Webcams
Social Networking
Most connected generation in history
(this generation completely foreign to boomer)
WHIPPLEHILL
Monday, August 31, 2009

40. Millennial Students
- Special Generation
(they’ve been told)
- Sheltered Generation
(Xers compensating)
- Confident Generation
- Team Oriented
- Conventional (‘Hero’ archetype)
- Pressured
- Achieving
WHIPPLEHILL
Monday, August 31, 2009

41. Knowing all this,
how do we influence the way
people see your school?
Monday, August 31, 2009

42. Communication Models
Mass Media
CLAY SHIRKY WHIPPLEHILL
Monday, August 31, 2009

43. Communication Models
Social Media
CLAY SHIRKY WHIPPLEHILL
Monday, August 31, 2009

44. Group
Action
Just
Got
Easier
“Internet, Mobile phones and
the applications built on top of
them have transformed the way
groups of people come together,
share things and get things
done.” - Clay Shirky
Monday, August 31, 2009

45. The models that will excel in the next few
years will rely on new forms of creation, some
of which will be done by professionals, some
by amateurs, some by crowds, and some by
machines.”
“Not an Upgrade - an Upheaval” - Clay Shirky
Monday, August 31, 2009

46. worcester academy -site:worcesteracademy.org
Monday, August 31, 2009

47. Monday, August 31, 2009

48. craiglist
Monday, August 31, 2009

49. FAQs
Example 1
Monday, August 31, 2009

50. Q
FA
LD
O
27
Monday, August 31, 2009

51. Q
FA
EW
N
Monday, August 31, 2009

52. Monday, August 31, 2009

53. Blog Comments
Example 2
Monday, August 31, 2009

54. Monday, August 31, 2009

55. Monday, August 31, 2009

56. Monday, August 31, 2009

57. Monday, August 31, 2009

58. Can’t simply
bolt social
media on to
your web site.
WHIPPLEHILL
Monday, August 31, 2009

59. Can’t simply
bolt social
media on to
your web site.
WHIPPLEHILL
Monday, August 31, 2009

60. Mash-ups
Example 3
Monday, August 31, 2009

61. /BRIANSOLIS
Monday, August 31, 2009

62. Monday, August 31, 2009

63. Monday, August 31, 2009

64. Blog Comments
Example 4
Monday, August 31, 2009

65. Monday, August 31, 2009

66. Monday, August 31, 2009

67. Finale
Example 6,7,8,9 & 10
Monday, August 31, 2009

68. Monday, August 31, 2009

69. Monday, August 31, 2009

70. Monday, August 31, 2009

71. Monday, August 31, 2009

72. Monday, August 31, 2009

73. Monday, August 31, 2009

74. WHIPPLEHILL
Monday, August 31, 2009

75. WHIPPLEHILL
Monday, August 31, 2009

76. WHIPPLEHILL
Monday, August 31, 2009

77. The Bottom line
Need a strategy,
not a website !
WHIPPLEHILL
Monday, August 31, 2009

78. www.whipplehill.com
Thank
you for
coming!
www.turnaroundmkt.com