How the Class of 2016 Will Change Marketing


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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.

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  • How the Class of 2016 Will Change Marketing

    1. 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. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 2
    3. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 3
    4. 4. AMP Agency#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 4
    5. 5. The Current College Landscape llege 21MM+ Co $405 billion in total Students spending power timesOn average, o wn Talk to parents 27.7 average6.4 tech devic es per week on urs 74% of students e 4.4 total ho y xpect toSpend 1 evices dail graduate with loan debt ch d with te Source: re:fuel, “College Explorer” conducted by Crux Research, Aug 7, 2012#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 5
    6. 6. FACT: The marketing landscape has shifted significantly with the introduction of a 24/7 digitally- connected, socially-enabled consumer. Photo source: @amp_agency @mattjacobs5 @DeanElmore 6
    7. 7. As a result, the way consumers engage with brands has been completely transformed.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 7
    8. 8. Before We Look Ahead…#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    9. 9. The Class of 2016 was born in 1994 (9 years after Back to the Future debuted in theaters)#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 9
    10. 10. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    11. 11. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    12. 12. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    13. 13. “What is the Internet, Anyway?”#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 13
    14. 14. OK, Now Let’s Look Ahead…#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    15. 15. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    16. 16. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    17. 17. smart believe needy polite#MCPA12712 @amp_agency rules @mattjacobs5 @DeanElmore
    18. 18. practical determined take care tradition unique#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    19. 19. empower#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    20. 20. controlin the knowvalueawareinteresting#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    21. 21. check out connect “hi”#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    22. 22. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    23. 23. optimistic change company causes global#MCPA12712 @amp_agency serve @mattjacobs5 @DeanElmore
    24. 24. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    25. 25. face-to-faceadults-meh!cultural knowledge#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    26. 26. edgydecorum#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    27. 27. #AMP2016 #FutureM @amp_agency#MCPA12712 @amp_agency @mattjacobs5 @BU_Tweets @DeanElmore 27 @mattjacobs5
    28. 28. Informing our Insights#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    29. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 29
    30. 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 #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 30
    31. 31. What Does it All Mean?#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    32. 32. #1 The College Bubble has Burst.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 32
    33. 33. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 33
    34. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 34
    35. 35. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 35
    36. 36. “This is the single biggest change in education since the printing press” – Anant Agarwal, Presdient of edX#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 36
    37. 37. Takeaway #1Technology is the ultimate enabler.Embrace streaming video, VOD and social media to duplicate off-line experiences online.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 37
    38. 38. Brands Doing It Well State Farms Coachella President Obama hostssponsorship (YouTube & a Google+ Hangout Instagram integration)#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 38
    39. 39. Home Plus (Tesco) virtual grocery store in South Korean subway station#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 39
    40. 40. #2 It’s All About Status.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 40
    41. 41. Share and Comment is the new Show and Tell#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 41
    42. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 42
    43. 43. Takeaway #2Social is no longer a vertical channel. Don’t create experiences. Create shareable experiences.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 43
    44. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 44
    45. 45. Oreo’s 100th Anniversary “Daily Twists” Campaign#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 45
    46. 46. #3Byte Size Consumers.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 46
    47. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 47
    48. 48. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    49. 49. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    50. 50. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    51. 51. #MCPA12712 @amp_agency @mattjacobs5 @DeanElmore
    52. 52. •#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 52
    53. 53. Takeaway #3Find a way to byte size your brand. Enable consumers to trial your product via sample size engagements or short term rentals.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 53
    54. 54. Brands Doing It Well VitaCoco Social Ford’s Vehicle Sampling and Integration into “Refer a Friend” Zipcar’s University Sampling Program#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 54
    55. 55. Pretzel Crisps’ Social Sharing Outreach#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 55
    56. 56. #4 Media On Demand.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 56
    57. 57. “It’s not online or offline. It’s online or asleep.” – Brian Wong 21 year old entrepreneur, co-founder Kiip#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 57
    58. 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#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 58
    59. 59. Takeaway #4 It’s no longer enough to just be target relevant. Brands need to be consumer centric.#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 59
    60. 60. Brands Doing It Well PopChips’ Kiip In- Intel’s “The App Advertising Creators Project”#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 60
    61. 61. HP & Intel – “Tiesto: In the Booth” Custom Content#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 61
    62. 62. The Class of 2016: Four Key Truths The College It’s All About Bubble Has Status Burst Byte Size Media on Consumers Demand#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 62
    63. 63. Thank You! Want this presentation? Email @amp_agency @mattjacobs5 @DeanElmore 63