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Talking with Teens<br />Cynthia Hall, Ph.D.<br />June 21, 2010<br />2010 APLU Summit<br />
Key Concepts<br /><ul><li>Peer Influencers
Take Diversity for Granted
Expect Options
Marketing Savvy
Advertising as Entertainment</li></li></ul><li>Peers Matter<br /><ul><li>Teens want to feel connected
Teens want to feel they belong
Teens love to share (the good and the bad)</li></ul>Creative Target = 21 year olds<br />Source: Teen Immersion <br />
Making Connections…<br />Teens care about connecting with the world around them <br />
Impact of the Economy<br /><ul><li>59% of teens cite the economy as their top issue of concern</li></ul>Source: YouthBeat®...
Advertising Expectations…<br /><ul><li>Immediate gratification
Communicate in sound bytes
Interactive
Expect life to be fun, easy, colorful</li></li></ul><li>“Talking” to Teens…<br /><ul><li>Engage (build excitement)
Entertain and stimulate
Inform and connect on an emotional level
Use music</li></ul>Source: Teen Motivators Workshop<br />
Teens respond to<br />brand experience<br />over product sell.<br />
Annual Teen Poll<br /><ul><li>Awareness and reputation
Images and characteristics
Awareness of advertising
Effectiveness and receptivity
Sources of information</li></li></ul><li>Teen Poll<br />Objective: To track the attitudes and perceptions held by teens ab...
High school seniors report <br />increases in their use of a variety of sources of information <br />about college.<br />*...
Sources of Info…<br />Looked at college web site				74%	   <br />Visited the college						46%	   <br />Talked to parents		...
High school seniors <br />are worried about <br /> paying for college.<br />*<br />
Q:How worried are you about being able to pay for college expenses? <br />Very worried		       				23%<br />Somewhat worri...
Q:Considering the current state of the nation’s  economy, would you say you are more worried, less worried, or just as wor...
Q:Given your concerns about paying for college, which of the following steps are you planning or considering to ease the f...
Focus Group Testing<br />Objective: 	To test technical and 					conceptual elements of 				campaign materials <br />Audien...
Teens and the Economy…<br /><ul><li> Growing concern from teens over the impact of the economy and the cost of college</li...
 Young alums in their career settings
 Quotes from alums that relate a personal story or a story unique toPenn State</li></li></ul><li>Testing: It’s Your Time<b...
Focus Group Testing<br />Objective: To explore the effects of the current economic climate on college decision-making<br /...
Parents and the Economy…<br /><ul><li> Amount of financial aid offered is an important deciding factor
 Students feel it’s the parent’s job to pay for their education
 Parents fear the financial burden of college tuition might be too large because of a decrease in their college savings as...
 Parents want to be able to send their child to their first-choice college  </li></li></ul><li>Campaign Materials<br />
On TV<br />
On TV<br />
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APLU Summit at Penn State Cynthia Hall Presentation

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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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APLU Summit at Penn State Cynthia Hall Presentation

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

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