Today’s Transfer Students –
Spanning Generations and Ages:
Characteristics Influencing Their
Patterns of Choice
AACRAO Ann...
Paula Hanley
Director of Advising & Placement Services
Brady Johnson
Associate Director of Marketing Communications
A Booming Appointment
Starring Paula Hanley &
Brady Johnson
Which Generation Do I Belong To?
Baby Boomer, Gen X or Millennial
• “You’re OK, I’m Perfect.”
Millennial
• “Drugs, Sex and...
Generations in the News
Chicago Tribune:
• “Will Boomers bust up their small towns?” 11.28.04
• “Generation IOU.” 4.27.05
...
Today’s Objective
• Generational characteristics (similarities and differences)
• Needs of transgenerational transfer stud...
American Generations
• 18 Generations in America’s History from 1584 to Present
• Each period is defined by Cycle, Generat...
Baby Boomers
• Birth Year - 1943-1960
• Population - 79 million
• History and cultural notables
– Spock’s The Common Sense...
Baby Boomer
Core Traits and Characteristics
• Powerful
• Self-Absorbed
• Organic
• Anti-institutional
• “New Age”
• Vision...
Sept. 26. 1974, G.B.
Trudeau
Generation X
• Birth Year - 1961-1981
• Population - 93 million
• History and cultural notables:
– Sale of birth control a...
Gen X
Core Traits and Characteristics
• Narcissistic
• Alienated
• Apathetic
• Pragmatic
• Experimental
• Over-Looked
• “W...
Generation X
= Ultimate Gen Xer?
The Millennials
• Birth Year - 1982-2002
• Population - 76 million (by end of 2000)
• History and cultural notables:
– “Cl...
Millennial
Core Traits and Characteristics
• Special
• Sheltered
• Confident
• Team-Oriented
• Conventional
• Pressured
• ...
“For it's there that he finds
not only friends, aerial
sports, and magic in
everything from classes to
meals, but a great ...
An X-cellent Appointment
Starring Paula Hanley &
Brady Johnson
Generational
Similarities and Differences
Security Mom
Source: Howe and Strauss, Millennials Rising, 2000.
Source: Howe and Strauss, Millennials Rising, 2000.
Source: Howe and Strauss, Millennials Rising, 2000
Source: Howe and Strauss, Millennials Rising, 2000.
Source: Howe and Strauss, Millennials Rising, 2000.
The Needs of
All Transfer Students
• Transferable vs. Applicable
• Emotional and Academic Barriers
• Institutional Fit
• B...
Source: The Journal of College Admission, Spring 2004.
Transgenerational Needs
BOOMERS GEN XERS MILLENNIALS
Strive for convenience
and personal gratification
Desire versatility ...
Transgenerational Clash Points
BOOMERS
Live to Work
GEN XERS
Work to Live
MILLENNIALS
Live in the Moment
Career
Goals
Buil...
Challenges:
Boomer Transfer Students
• Stop In, Stop Out, Stop In Again
• Community College is a place to start
• Career T...
Challenges:
Gen X Transfer Students
• Gen Xers view themselves as consumers
• Consuming college should be convenient
• Var...
Challenges:
Millennial Transfer Students
• Attending college has always been a goal
• The emerging adulthood period is ext...
How Higher Ed Has Begun to
Adapt to the Millennials: Today’s Headlines
Minneapolis Star Tribune:
• “Millennial Students Ch...
Tag-teamed:
A Millennial Appointment
Starring Paula Hanley &
Brady Johnson
What Do These Transgenerational
Challenges Mean ?
• Transfers are different with unique needs
• The “One size fits all” mo...
What Do They Mean
for Enrollment Planners?
• Generational marketing needs to part of the solution equation
• Brand Marketi...
Strategies to Enhance the
Transfer Process from the 2-yr to the 4-yr
• Top-level administrative support is needed to ensur...
Best Practices for Transfer Success
• Pre-Transfer Advising
• Office of Parent Relations
• Articulation Agreements
• Trans...
Discussion and audience activity
• Think about a professional experience you have
had with a Baby Boomer, Gen X or Millenn...
¿¿¿ Questions ???
Sources
• Grites, T. (2004). Redefining the Role: Reflections and Directions, NACADA Monograph 12, 123-132.
• Howe, N. & S...
Contact Information:
• Paula J. Hanley
phanley@depaul.edu
(312) 362-5209
• Brady Johnson
bjohns16@depaul.edu
(312) 362-8015
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  • PAULA Transferable vs. Applicable Will my credits transfer for credit and what do I need to do to complete my degree? Emotional and Academic Barriers Transfer Shock and Transfer Ecstasy Swirling, Reverse Transfers
  • BRADY Time is critical, consuming college should be convenient The virtual campus has appeal Varied educational backgrounds Reentry transitions Email, BlackBoard, Web Conferencing, Multi-media classrooms Automated Degree Audits
  • College and major choice is a team effort Parents are influencers FERPA Increase in children served under Individuals With Disabilities Education Act (birth to 21): 2000-01: 6.3 million*
  • Power point spanning generations

    1. 1. Today’s Transfer Students – Spanning Generations and Ages: Characteristics Influencing Their Patterns of Choice AACRAO Annual Conference San Diego, CA April 18, 2006 Program Code: T3.152~Session ID: 152
    2. 2. Paula Hanley Director of Advising & Placement Services Brady Johnson Associate Director of Marketing Communications
    3. 3. A Booming Appointment Starring Paula Hanley & Brady Johnson
    4. 4. Which Generation Do I Belong To? Baby Boomer, Gen X or Millennial • “You’re OK, I’m Perfect.” Millennial • “Drugs, Sex and Rock & Roll.” Baby Boomer • “Just Do It!” Gen X
    5. 5. Generations in the News Chicago Tribune: • “Will Boomers bust up their small towns?” 11.28.04 • “Generation IOU.” 4.27.05 • “Generation excess: Young adults live life of luxury on little funds.” 7.31.05 • “Baby boomers battle wrinkles with flattering home lighting.” 8.13.05 • “Cutting The Cord 101. When did caring become control? Blame Boomers. Let your college children go—and feel good about it.” 10.10.05 • “Generation Y bother?” 3.5.06 Newsweek: • “Hitting 60: The Boomer Files.” 11.14.05 Parade: • “Don’t Call Them Old, Call Them…” 3.19.06 New York Times: • “A Generation Serves Notice: It’s a Moving Target.” 1.22.06
    6. 6. Today’s Objective • Generational characteristics (similarities and differences) • Needs of transgenerational transfer students • Factors influencing their patterns of choice • Challenges for Enrollment Management • Strategies and best practices to enhance the transfer process
    7. 7. American Generations • 18 Generations in America’s History from 1584 to Present • Each period is defined by Cycle, Generation, Type and Birth Years • The perfect generational line-up Idealists, Reactive, Civic, Adaptive • Today’s line-up: Cycle=Millennial Type=Boom (Idealist 1943-1960) Thirteenth (Reactive 1961-1981) Millennial (Civic ? 1982-2002) Source: Strauss and Howe, Generations, 1991.
    8. 8. Baby Boomers • Birth Year - 1943-1960 • Population - 79 million • History and cultural notables – Spock’s The Common Sense Book of Baby and Child Care – Vietnam War, Watergate, Civil Rights Movement – Woodstock, Doonesbury • Science and Medicine – Apollo, eradicating polio • Members – Janis Joplin, Joe Namath, David Letterman, Bill Gates
    9. 9. Baby Boomer Core Traits and Characteristics • Powerful • Self-Absorbed • Organic • Anti-institutional • “New Age” • Visionary • Sandwiched Generation
    10. 10. Sept. 26. 1974, G.B. Trudeau
    11. 11. Generation X • Birth Year - 1961-1981 • Population - 93 million • History and cultural notables: – Sale of birth control approved, Roe v. Wade – Iran Hostage Crisis, fall of the Berlin Wall, Persian Gulf War – MTV, The “Brat Pack” • Science and Medicine – Less chance of dying from disease than accidents • Members – Tom Cruise, Michael Jordan, Brooke Shields, Kurt Cobain
    12. 12. Gen X Core Traits and Characteristics • Narcissistic • Alienated • Apathetic • Pragmatic • Experimental • Over-Looked • “Win at All Cost”
    13. 13. Generation X = Ultimate Gen Xer?
    14. 14. The Millennials • Birth Year - 1982-2002 • Population - 76 million (by end of 2000) • History and cultural notables: – “Class of 2000” – Jessica McClure, War in Iraq, 9/11 – Kinder, Gentler Family Values – MP3s, DVDs • Science and Medicine – Space Shuttles, The Internet, Ritalin and Prozac • Members – LeBron James, Michael Phelps, Olsen twins, Bush twins
    15. 15. Millennial Core Traits and Characteristics • Special • Sheltered • Confident • Team-Oriented • Conventional • Pressured • Achieving Source: Howe and Strauss, Millennials Go to College: Strategies for a New Generation on Campus., 2003.
    16. 16. “For it's there that he finds not only friends, aerial sports, and magic in everything from classes to meals, but a great destiny that's been waiting for him...” (Harry Potter and The Chamber of Secrets)
    17. 17. An X-cellent Appointment Starring Paula Hanley & Brady Johnson
    18. 18. Generational Similarities and Differences Security Mom Source: Howe and Strauss, Millennials Rising, 2000.
    19. 19. Source: Howe and Strauss, Millennials Rising, 2000.
    20. 20. Source: Howe and Strauss, Millennials Rising, 2000
    21. 21. Source: Howe and Strauss, Millennials Rising, 2000.
    22. 22. Source: Howe and Strauss, Millennials Rising, 2000.
    23. 23. The Needs of All Transfer Students • Transferable vs. Applicable • Emotional and Academic Barriers • Institutional Fit • Balancing Prescriptive w/Developmental Advising • “Retention before Matriculation” • The Seamless Process Source: The College Transfer Student in America, 2004.
    24. 24. Source: The Journal of College Admission, Spring 2004.
    25. 25. Transgenerational Needs BOOMERS GEN XERS MILLENNIALS Strive for convenience and personal gratification Desire versatility Rely on immediacy Willing to go into debt Money one has is only part of the whole equation Earning money is a way to immediately consume goods Work efficiently Work to eliminate tasks Work = doing what’s asked Optimistic Focused Skeptic Focused Fun Focused Source: Lancaster and Stillman, When Generations Collide, 2002.
    26. 26. Transgenerational Clash Points BOOMERS Live to Work GEN XERS Work to Live MILLENNIALS Live in the Moment Career Goals Build a stellar career Build a portable career Build parallel careers Work/Life Balance Help me balance everyone else and find meaning myself Give me balance now, not when I’m 65 Work isn’t everything; I need flexibility so I can balance all my activities Source: Lancaster and Stillman, When Generations Collide, 2002.
    27. 27. Challenges: Boomer Transfer Students • Stop In, Stop Out, Stop In Again • Community College is a place to start • Career Transitions • Earning college degree doesn’t necessarily equate with a need to earn more money • Work and Life Balance
    28. 28. Challenges: Gen X Transfer Students • Gen Xers view themselves as consumers • Consuming college should be convenient • Varied educational backgrounds • Desire delivery of on-line services
    29. 29. Challenges: Millennial Transfer Students • Attending college has always been a goal • The emerging adulthood period is extended • College and major choice is a team effort • Seminar groups and Socratic teaching method is preferred • Increase in children served under Individuals With Disabilities Education Act • Structure and collaboration are important (skills to manage daily life) • Many are undecided not only about major but college choice Sources: U.S. Department of Education, Office of Special Education and Rehabilitative Services, Annual Report to Congress on the Implementation of the Individuals with Disabilities Education Act, various years, and unpublished tabulations (April 2002) and Newton, “The New Student,” Change, 2000.
    30. 30. How Higher Ed Has Begun to Adapt to the Millennials: Today’s Headlines Minneapolis Star Tribune: • “Millennial Students Changing Campus Climate.” 5.12.04 Chronicle of Higher Education: • “The High Cost of College: an Increasingly Hard Sell.” 10.21.05 • “The Professor as Instant Messenger.” 2.7.06 Chicago Tribune: • “Collegians ramp up the amps.” 12.20.03 • “This is not your parents’ kind of dorm room.” 11.1.03 • “Welcome to campus; have an iPod.” 4.26.05 Boston Globe: • “Colleges Increasingly Accommodate Parents.” 11.30.04 USA Today: • “Gadgets rule on college campuses.” 3.29.05 • “Duke’s free iPods will go just for classes.” 4.7.05 • “Colleges going cyber.” 3.2.06
    31. 31. Tag-teamed: A Millennial Appointment Starring Paula Hanley & Brady Johnson
    32. 32. What Do These Transgenerational Challenges Mean ? • Transfers are different with unique needs • The “One size fits all” model doesn’t always fit • Generational differences and Age matter • Generational stereo-types don’t always hold true • What worked yesterday, may not work today • Generational marketing identity is as important as demographics, economics and other influencers
    33. 33. What Do They Mean for Enrollment Planners? • Generational marketing needs to part of the solution equation • Brand Marketing communication requires reciprocity • Marketing Mix today = 4Ps + 4Cs (costs, convenience, customers, and communication) • Current information/data on policies, programs, curricula both internally & externally is required • Involvement in all aspects of admission, articulation, orientation and student services outreach • Continually strive to clarify the transfer process • Assessment of methods Sources: Grites, Redefining the Role: Reflections and Directions, NACADA Monograph, 2004, Smith and Clurman, Rocking the Ages, 1997 and Whiteside, Student Marketing for College and Universities, 2004.
    34. 34. Strategies to Enhance the Transfer Process from the 2-yr to the 4-yr • Top-level administrative support is needed to ensure success of articulation agreements and transfer student success • Faculty involvement at both 2-yr & 4-yr is critical for articulation initiatives • Concurrent enrollment, dual admission and degree programs • Open communication and on on-going dialogue between the 2-yr & 4-yr must exist (Partnerships with 4-yr academic advisors) • Provide technology to support the process • Delivering transfer and articulation information to students in timely, efficient ways is necessary • Ways to assess effectiveness should be addressed
    35. 35. Best Practices for Transfer Success • Pre-Transfer Advising • Office of Parent Relations • Articulation Agreements • Transfer Centers, Offices of Transfer Relations • Transfer Student Organizations • Transfer Orientations • Distance Education, Online Learning, Weekend Classes, Accelerated Degree-Completion Programs • Programs for Non-traditional Learners • “Intro to University” classes designed for transfers • Peer Mentoring programs for transfers • Transfer Scholarships • Delivery of On-Line Advising Tools
    36. 36. Discussion and audience activity • Think about a professional experience you have had with a Baby Boomer, Gen X or Millennial student. How did you handle the situation? In light of what you have learned from this presentation, what strategies or tactics would have been helpful to you? • If money were no object, what strategy or program would you implement on your campus tomorrow, for what generation and why?
    37. 37. ¿¿¿ Questions ???
    38. 38. Sources • Grites, T. (2004). Redefining the Role: Reflections and Directions, NACADA Monograph 12, 123-132. • Howe, N. & Strauss, W. (1991). Generations. New York: William Morrow and Company, Inc. • Howe, N. & Strauss, W. (2003). Millennials Go to College: Strategies for a New Generation on Campus. Washington, D.C.: American Association of Collegiate Registrars and Admission Officers. • Howe, N. & Strauss, W. (2000). Millennials Rising: The Next Great Generation. New York: Vintage Books. • Howe, N. & Strauss, W. (1993). 13th Gen: Abort, Retry, Ignore, Fail? New York: Vintage Books. • Jacobs, B. (2004). The College Transfer Student in America: The Forgotten Student. Washington, D.C.: American Association of Collegiate Registrars and Admission Officers. • Journal of College Admission. (2004). Alexandria, VA. :National Association for College Admission Counseling. • Klosterman, Chuck. (2003). Sex, Drugs and Cocoa Puffs. New York: Scribner. • Lancaster, L. & Stillman, D. (2002). When Generations Collide. New York: Harper Collins. • Newton, F. (2000). The New Student. About Campus, November-December, 11-15. • U.S. Department of Education, Office of Special Education and Rehabilitative Services. (April 2002). Annual Report to Congress on the Implementation of the Individuals with Disabilities Education Act, various years, and unpublished tabulations (April 2002). • Walker Smith, J. & Clurman, A. (1997). Rocking the Ages, The Yankelovich Report on Generational Marketing. New York: Harper Collins. • Whiteside, R. (2004). Student Marketing for Colleges and Universities. Washington, D.C.: American Association of Collegiate Registrars and Admission Officers.
    39. 39. Contact Information: • Paula J. Hanley phanley@depaul.edu (312) 362-5209 • Brady Johnson bjohns16@depaul.edu (312) 362-8015

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