APLU Summit at Penn State Cynthia Hall Presentation
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APLU Summit at Penn State Cynthia Hall Presentation



Cynthia Hall's presentation from the APLU Summit held June 21, 2010. Summit homepage is http://www.aplu.org/NetCommunity/Page.aspx?pid=1666

Cynthia Hall's presentation from the APLU Summit held June 21, 2010. Summit homepage is http://www.aplu.org/NetCommunity/Page.aspx?pid=1666



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  • Question: What issues concern you the most? (Top 5 Answers for Teens: Economy 59%, Finding Cures for Diseases 49%, Child Abuse 47%, War 46%, Education 44%)
  • “Trying to find a school that is right for you, but also, a price that is within your means to pay back.”
  • “The medical field is one place that there will always be jobs, I feel like. With the economy going down, there are a lot of other jobs that have closed down, but the medical field is the one field where jobs remained open.”
  • “I think people want to be assured that after they graduate, and what they went through and the money they spent, they want to be assured that it was worth it.”
  • “[The materials say] that [Penn State is] different and give us a reason to choose you over everyone else. That you are on a different level.”“[The photos] show the teachers with the students, one-on-one, which is really appealing. When you think of college, you think of a big, giant room and your professor and you learn and go on your own. When it shows the professor working with you, it shows they’ll help you.”“What I like about them is you can see where they are now. You can tell that he works in intelligence and she works in that lab … because the main goal is to get a good job, so it’s really important for people to see, “OK, if I get a degree at Penn State, I’ll be able to get this job.”“I feel like for general postcards – “hired” is a big thing because everybody wants to get a job after college.”
  • On color: “It’s more noticeable. It’s the first thing I noticed when you pulled them out.”On meaning: “It’s your turn to choose what you want to do … you’re finally independent and your transition[ing] to adulthood.”

APLU Summit at Penn State Cynthia Hall Presentation Presentation Transcript

  • 1. Talking with Teens
    Cynthia Hall, Ph.D.
    June 21, 2010
    2010 APLU Summit
  • 2. Key Concepts
    • Peer Influencers
    • 3. Take Diversity for Granted
    • 4. Expect Options
    • 5. Marketing Savvy
    • 6. Advertising as Entertainment
  • Peers Matter
    • Teens want to feel connected
    • 7. Teens want to feel they belong
    • 8. Teens love to share (the good and the bad)
    Creative Target = 21 year olds
    Source: Teen Immersion
  • 9. Making Connections…
    Teens care about connecting with the world around them
  • 10. Impact of the Economy
    • 59% of teens cite the economy as their top issue of concern
    Source: YouthBeat®, C&R Research
  • 11. Advertising Expectations…
    • Immediate gratification
    • 12. Communicate in sound bytes
    • 13. Interactive
    • 14. Expect life to be fun, easy, colorful
  • “Talking” to Teens…
    • Engage (build excitement)
    • 15. Entertain and stimulate
    • 16. Inform and connect on an emotional level
    • 17. Use music
    Source: Teen Motivators Workshop
  • 18. Teens respond to
    brand experience
    over product sell.
  • 19. Annual Teen Poll
    • Awareness and reputation
    • 20. Images and characteristics
    • 21. Awareness of advertising
    • 22. Effectiveness and receptivity
    • 23. Sources of information
  • Teen Poll
    Objective: To track the attitudes and perceptions held by teens about Penn State and higher education.
    • Telephone survey with 800 college-bound PA high school seniors
    Sampling error of plus or minus 3.4 percentage points
  • 24. High school seniors report
    increases in their use of a variety of sources of information
    about college.
  • 25. Sources of Info…
    Looked at college web site 74%
    Visited the college 46%
    Talked to parents 37%
    Talked to reps at high school visit 27%
    Talked with guidance counselor 26%
    Attended college fair/college night 20%
    Requested information online 11%
    Talked with friends 11%
    Looked at brochures 11%
    Talked with teachers 9%
  • 26. High school seniors
    are worried about
    paying for college.
  • 27. Q:How worried are you about being able to pay for college expenses?
    Very worried 23%
    Somewhat worried 46%
    Not too worried 24%
    Not at all worried 7%
  • 28. Q:Considering the current state of the nation’s economy, would you say you are more worried, less worried, or just as worried about paying for college as you were a year ago?
    More worried 54%
    Less worried 4%
    Just as worried 38%
    Was never worried 4%
  • 29. Q:Given your concerns about paying for college, which of the following steps are you planning or considering to ease the financial burden?
    Applying for a scholarship/grant 93%
    Working part-time 82%
    Choose a major that leads to high-paying jobs 69%
    Taking out loans/bigger loans 66%
    Attend a less expensive college 56%
    Living at home 31%
    Working full-time while taking classes 26%
    Going to college part-time/taking fewer classes 17%
    Joining ROTC 15%
    *Base: Worried about paying for college
  • 30. Focus Group Testing
    Objective: To test technical and conceptual elements of campaign materials
    Audience: College-bound PA high school juniors
  • 31. Teens and the Economy…
    • Growing concern from teens over the impact of the economy and the cost of college
  • Teens and the Economy…
    • Price is an increasingly important point of discussion between parents and teens
  • Teens and the Economy…
    • High interest in the medical field for availability of jobs
  • Teens and the Economy…
    • Teens are worried about getting a job after they graduate from college
  • Testing: New Concept
    • Mix of physical resources combined with faculty interaction
    • 32. Young alums in their career settings
    • 33. Quotes from alums that relate a personal story or a story unique toPenn State
  • Testing: It’s Your Time
    It’s Your Time is for this stage till your late 20’s. It’s our time to go to school, get a good education and get a good job. That’s the beginning of our life and the real world . . .
  • 34. Focus Group Testing
    Objective: To explore the effects of the current economic climate on college decision-making
    Ten 30-40 minute in-depth interviews conducted with parents of high school students who had been accepted
  • 35. Parents and the Economy…
    • Amount of financial aid offered is an important deciding factor
    • 36. Students feel it’s the parent’s job to pay for their education
    • 37. Parents fear the financial burden of college tuition might be too large because of a decrease in their college savings as a result of the economy
    • 38. Parents want to be able to send their child to their first-choice college
  • Campaign Materials
  • 39. On TV
  • 40. On TV
  • 41. On the Web
  • 42. Online
  • 43. Online
  • 44. In the Mail