GI Generation (84-107)
Silent Generation (66-83)
Generation X (27-47)
New Silent Generation (0-4)
Print a Catalog or Viewbook
and They Will Come.
Undergraduate Recruiting in Junior Year
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roadpieces, Department Brochures
Large Open Houses, Info Sessions and Group Tours
High School/Company Visits & College/Graduate Fairs
Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Think this way:
1.0 = passive
2.0 = active
The web is more like a conversation
than a library.
Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
Generational Online Activity Differences
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005
It’s about people’s desire to
connect with each other.
Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
Rethink the Budget
Distribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities (hint: start with travel)
Avoid the many online marketing fads - calc ROI!
Focus on what WILL work - Not what ALWAYS worked
Doesn’t necessarily mean additional funding
Brand Recognition Begins in Freshman Year
College Search Starts in Sophomore Year
Short List is Made Before Junior Year
Enhance Junior Year Recruiting Activities
Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.
Differentiate or Die.
Bury the competition. Stop being nice.
Know what you do best. Outsource the rest.
Plan for the worst. Question everything.
Take charge. Lead. Do not follow.
All hands on deck.
Don’t lead change because it makes sense.
Lead change because you believe you
must get ahead of an approaching
“discontinuity” in order to survive.
Jack and Suzy Welch, BusinessWeek, October 2008