A collaborative presentation between an integrated marketing agency and a Dean of Students office at a large university. Includes analysis of the habits and feelings of the Class of 2016 and how companies are marketing to them. How can student affairs take this information and use it to establish better connections with their students? Presented at the 2012 Massachusetts College Personnel Association (MCPA) Drive-In Conference at MIT on December 7, 2012. Presenters: Kenn Elmore, Dean of Students, Boston University & Matt Jacobs, Director of Connections Planning, AMP Agency. With assistance from Katelyn Stokes, Associate Marketing Manager, Integrated Marketing, AMP Agency & Kat Hasenauer Cornetta, Assistant to the Dean of Students, Boston University.

1. How the Class of
'16 Will Change
Marketing
A collaboration between AMP Agency and
the Boston University Dean of Students
#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore

2. Dean Kenneth Elmore
– Dean of Students at Boston
University since 2003
– Coordinates university
efforts to provide a safe
environment, where
students can find their way
within a vibrant community
– Responds to student
concerns; helps students
solve their problems; and,
helps students build
communities
– Believer of the new,
innovative and youthful
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3. Matt Jacobs
– Director of Connections
Planning at AMP Agency
– Maps behavior and
consumption across
Paid, Earned and Owned
channels to develop
effective and efficient
engagement strategies
– Proud BU Alum and
frequent guest lecturer
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4. AMP Agency
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5. The Current College Landscape
llege
21MM+ Co $405 billion in total
Students spending power
times
On average, o
wn Talk to parents 27.7
average
6.4 tech devic
es per week on
urs 74% of students e
4.4 total ho y xpect to
Spend 1 evices dail graduate with loan
debt
ch d
with te
Source: re:fuel, “College Explorer”
conducted by Crux Research, Aug 7, 2012
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6. FACT: The marketing landscape has
shifted significantly with the
introduction of a 24/7 digitally-
connected, socially-enabled consumer.
Photo source: www.bu.edu
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7. As a result, the way
consumers engage with
brands has been
completely transformed.
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8. Before We Look Ahead…
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9. The Class of 2016 was born in
1994
(9 years after Back to the Future debuted in theaters)
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13. “What is the Internet, Anyway?”
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14. OK, Now Let’s Look Ahead…
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17. smart
believe
needy
polite
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rules
@mattjacobs5 @DeanElmore

18. practical
determined
take care
tradition
unique
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19. empower
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20. control
in the know
value
aware
interesting
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21. check out
connect
“hi”
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22. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore

23. optimistic
change
company
causes
global
#MCPA12712 @amp_agency
serve
@mattjacobs5 @DeanElmore

24. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore

25. face-to-face
adults-meh!
cultural knowledge
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26. edgy
decorum
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27. #AMP2016 #FutureM
@amp_agency
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@mattjacobs5

28. Informing
our
Insights
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29. Learnings from our Student Panel
Dea Biancarelli, Boston University Claudio Quintana, Boston College
Hometown: Shelby, MT Hometown: Portland, OR
Major: International Relations Major: Business Information
Systems and Psychology
Christopher Dela Rosa, Boston University • Ian McLarney, Northeastern
Hometown: New York, NY • Hometown: Philadelphia, PA
Major: Public Relations • Major: Marketing
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30. Hear It From Their Mouths…
• “If my favorite character mentions a brand, I will definitely check it out .”
• “Ads are most successful if they show immediate value.”
• “Apple speaks to our generation. Innovative & useful. They give us what we think we need.”
• “You are not cool if you don’t have the iPhone.”
• “I feel naked when my iPhone isn’t with me.”
• “Pandora is a great advertising channel because you can’t skip the ads – they are part of the experience.”
• “I get a lot of brand information from those annoying ads that run before YouTube videos.”
• “We rarely watch live TV on a TV set. We watch Hulu, Netflix, and YouTube on our Xbox, laptops and tablets.”
• “We want specifics. Not BS. Brands and politics included.”
• “The conversation element is really relevant to our generation. We like brands who listen and respond to us on social
media.”
Source: AMP Agency Student Panel
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31. What Does it
All Mean?
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32. #1
The College Bubble
has Burst.
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34. “I passionately believe that the Khan Academy is
a tool that can empower at least an
approximate model of what the
future of education should look
like – a way of combining the art of teaching
with the science of presenting information and
analyzing data, of delivering the clearest, most
comprehensive, and most relevant curriculum
at the lowest possible cost.”
– Salman Khan
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36. “This is the single biggest change in
education since the printing
press”
– Anant Agarwal, Presdient of edX
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37. Takeaway #1
Technology is the ultimate enabler.
Embrace streaming video, VOD and
social media to duplicate off-line
experiences online.
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38. Brands Doing It Well
State Farms Coachella President Obama hosts
sponsorship (YouTube & a Google+ Hangout
Instagram integration)
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39. Home Plus (Tesco) virtual
grocery store in South Korean
subway station
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40. #2
It’s All About Status.
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41. Share and Comment is
the new Show and Tell
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42. Two-Way Information Sharing
Q: How do you stay current with brands that
you are interested in? (check all that apply)
Source: AMP Agency, Pulse Survey, October 2012
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43. Takeaway #2
Social is no longer a vertical channel.
Don’t create experiences. Create
shareable experiences.
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44. Brands Doing It Well
American Express Sync – Nike+ and Nike Fuel
Social Integration with Band – App, Facebook
Facebook, Twitter and and Path Integration
Foursquare
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45. Oreo’s 100th
Anniversary “Daily
Twists” Campaign
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46. #3
Byte Size Consumers.
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47. “The rate of U.S. auto sales to 18-
to-34 year old buyers declined to
11 percent in April 2012, down
from 17 percent for the same age
group in April 2007, before the
recession”
– Southfield, Michigan-based R.L. Polk & Co
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52. •
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53. Takeaway #3
Find a way to byte size your brand.
Enable consumers to trial your
product via sample size
engagements or short term
rentals.
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54. Brands Doing It Well
VitaCoco Social Ford’s Vehicle
Sampling and Integration into
“Refer a Friend” Zipcar’s University
Sampling Program
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55. Pretzel Crisps’
Social Sharing
Outreach
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56. #4
Media On Demand.
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57. “It’s not online or offline.
It’s online or asleep.”
– Brian Wong
21 year old entrepreneur, co-founder Kiip
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58. Media On Demand
By the time the
class of 2016
graduates, over
91% of college
students in the
US will own a
smartphone.
eMarketer, Aug 2012
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59. Takeaway #4
It’s no longer enough to
just be target relevant.
Brands need to be
consumer centric.
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60. Brands Doing It Well
PopChips’ Kiip In- Intel’s “The
App Advertising Creators Project”
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61. HP & Intel –
“Tiesto: In the
Booth” Custom
Content
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62. The Class of 2016: Four Key Truths
The College
It’s All About
Bubble Has
Status
Burst
Byte Size Media on
Consumers Demand
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63. Thank You!
Want this presentation?
Email 2016@ampagency.com
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