For Higher Ed Marketers, It’s Time To Get To Know Gen Z

For years, everyone's been talking about Millennials, the largest generation since the Baby Boomers. But what about Generation Z? While the oldest Millennials are approaching their late 30's as of 2018, Generation Z will make up almost 40% of consumers by 2020. Now that they are reaching college age, it is vital that institutions of higher learning focus on getting to know Generation Z better.

Generation Z defined

According to Pew Research Center, Generation Z (also known as “Post-Millennials”) includes all individuals born between 1997 and 2010. Their early lives have been impacted by far-reaching circumstances such as the Great Recession, the rise of ISIS, the election of the first black president, and social movements that support populism and marriage equality. Members of Generation Z are true digital natives, comprising the first generation born into a culture completely dependent on technology. Leaving the house to pick up groceries or take out cash from the ATM become rarer as these interactions move online.

It is vital that institutions of higher learning focus on getting to know Generation Z better.

Best Practices for Marketing to Generation Z 

In order to launch successful advertising and recruitment campaigns for Generation Z, companies and institutions need to approach this cohort differently than when they advertised to Millennials. By getting to know Generation Z, you'll find that they're more future-minded and financially prepared than many of their Millennial counterparts. Furthermore, having grown up in the digital age, Gen Zers are accustomed to conducting online research and are looking to engage with brands they determine to be authentic and socially responsible. Finally, although they may largely lack financial independence, Gen Z is poised to become the largest generation of consumers, in addition to the impact they currently have on household expenditures (with more than 90% of parents reporting that children have influence over family purchases). In short, these "post-Millennials" are already promising to harness tremendous spending power which they will invest in their educational futures, their lifestyles, and their livelihoods -- so the time to get to know Generation Z is now.

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The Parents Pool: Why Market Higher Education to Parents

Parents of today's college-age children are highly involved in many aspects of their life including their choice of school, the admissions process, and the entire college experience. Parents often hold great influence over their student's decisions and expect to have open lines of communication with their child concerning significant choices.

Families represent the largest consumer group today and Generation Z, children born between 1995 and 2009, account for nearly 26% of the U.S. population. This segment of the population represents a consumer market with a current spending power valued at $44 billion a year and will account for 40 percent of all consumers in the U.S. by 2020. The parents of Generation Z, like the Millennial generation before them, are highly involved in the lives of their children and are likely to act as advisers, providing opinions and recommendations.

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While Generation Z is the first generation to grow up in a digital world, parents continue to be a major influence on their life decisions. Generation Z generally gathers information from various sources when making a decision, but still relies heavily on their parent's recommendations and recognizes them as the perfect resource.

According to CNN, the funding for a students college education is a combination of scholarships, income, savings, and loans.

Approximately 23% of a student’s tuition cost comes from their parent’s income and savings.

Parents spend an average of $5,500 annually on their child's college education with most of it coming directly from their income, while 13% of them use money from a college savings plan, and 8% using money from other investments or savings plans.

Parents of today's college-age student have a tremendous amount of sway in their child's decisions. Open lines of communication and a willingness of students to seek out and accept their parent's opinion makes parents a prime influencer. Parental investment in the education of their child gives them significant control over the students choice of school, program, and living arrangements, making parents a prime marketing demographic target.

Furman Roth Wins Big in National Higher Education Ad Award Competitions

Furman Roth has won several advertising awards from two renowned national educational marketing competitions, including two 1st place Gold wins from the Higher Education Advertising Awards and 2nd place Silver awards from both The Higher Education Advertising awards and from The Collegiate Advertising Awards, in categories including print, out-of-home, social media campaigns (including Facebook and Instagram), student viewbooks and collateral. These 1st and 2nd place awards were won from a pool of over 2,250 entries from hundreds of agencies throughout the country.

“These wins are a reflection of the great work our creative department is doing,” said Ernie Roth, President of Furman Roth.  “Our broad experience in higher education has really helped us take our work to a new level.”

“Working with so many prestigious colleges and universities has really helped us become immersed in the category and the higher ed marketing environment, and has ultimately helped us do better work for our clients,” added Creative Director Jake Rabinowitz. “It takes breakthrough thinking to stand out amongst these major schools and universities in today’s marketing environment, which has become extraordinarily competitive.”

ABOUT THE AWARDS
The Educational Advertising Awards, of which this was their 32nd annual competition, honors exceptional and innovative creativity in education advertising and communications. The finalists and winners are determined by industry peers and the editors of The Higher Education Marketing Report.

The Collegiate Advertising Awards, that accepted more than 900 entries from schools across the United States, “honors excellence in marketing and advertising specific to the field of Higher Education.”

University Apps: a Campus in Your Pocket

Time magazine recently proclaimed smartphones "the new backpacks.”  Indeed, with note-taking apps, recording apps, and research apps, today’s college student likely feels as naked as a campus streaker without his or her smartphone.  Nearly gone are the days of massive physical textbooks and backpacks bulging with papers.  

While some voices of academia continue to bemoan the ever-presence of technology in the classroom, universities have begun to embrace the medium of smartphone apps.  They can range from simple homework and grading platforms (think “Blackboard” to go), to university-wide social media sites.  In some cases, the social media apps are too popular among co-eds: Florida A&M’s app “Yeti – Campus Stories,” has recently come under fire for a lack of regulation of explicit sexual content, including an assault.  

Of course, plenty of campus apps find a balance between the cachet of a social component and the functionality of a class component. Many universities have successfully cultivated a smartphone presence, offering the benefits of a campus community with pocket-size portability. Here are a few worth noting: 

University of Virginia: UVA’s “The Good Old App” employs “augmented reality technologies,” in order to create a comprehensive experience for users.  Users on campus can tap into restaurant listings, directions, and even security escorts back to the dorm.  Arguably the coolest feature is that you can snap a photo of a building or landmark on campus and receive information about it.   
 Ohio State University: The Buckeyes were early on the trend, and their mobile app has, for years, offered all sporting event information, course communication, campus announcements, and a photo sharing feature that has become popular for alumni across the globe. 

MIT: As you might imagine, for a school that offers courses in app creation, Massachusetts Institute of Technology has an expansive app that provides the usual services (courses, restaurants, announcements), but also offers a self-guided campus tour, top news, and access to campus librarians and maintenance help.  

Harvard University: Harvard actually has a slew of mobile apps, from the standard campus app, to Harvard Virtual Tour, to the Arboretum Explorer (featuring plant identification tools), to Shoestring Strategies, a budgeting app created by Harvard undergraduates.  Ever the overachievers!  

…And there are many more.  It’s worth a quick search to find if your current academic home or alma mater offers an app of its own. 



IN STORE VERSUS ONLINE – WHO REALLY HAS THE MOST CUSTOMERS?

No one can deny that online shopping has grown faster than Justin Bieber’s social media following. So what does the future hold for brick-and-mortar retailers? And has online shopping reached a plateau? Research conducted by various sources* tells us that, finally, online versus in-store purchases are beginning to balance each other out.   

STANDING IN-LINE VS. SHOPPING ONLINE

First things first: What are people buying online? Tied for the highest percentage of online commerce are the electronics and music/video industries, both at about 74%.  The latter comes as no surprise, with songs and movies so easily downloadable from companies like iTunes and Amazon. There is little chance that this arm of the entertainment industry will ever return to the brick and mortar marketplace. Sorry Sam Goody.

Following these are office supplies (68%), clothing (63%), furniture (66%), toys and games (60 %) and books and magazines (58%).


With discounts as well as free and fast shipping options, companies going online for purchases is a simple option that brings their needs right to their door.

Clothing retailers often have shipping discounts, or no shipping fees policies, after you spend a certain amount. But, if the clothes don’t fit right it can be a somewhat tedious process to return/reorder a better size, etc.

Amazon carries almost everything, and they have put retailers, specifically bookstores, in danger (and even some out of business).  Toys and Games as well as Books and Magazines having a larger percentage of sales online is no surprise considering how large Amazon has become.  Simply put, Amazon offers almost everything at rock bottom prices – so it’s becoming increasingly difficult to compete. 

 WHAT’S THE MOST POPULAR IN-STORE INDUSTRY?

The most overwhelming preference for in store shopping is Drugs and Health Aids, at 91.2%.  This has the highest preference out of any category, making online purchases scarce in this industry.  Maybe it’s the fear of identity theft when insurance is involved, or health products or too personal for the Internet.  Whatever it is, there seems to be no threat to brick and mortar operations in this industry.

INDUSTRIES THAT ARE TOO CLOSE TO CALL

With the emergence of online grocery stores and services, some are beginning to wonder if traditional supermarkets will soon be in danger.  However, many consumers have reported that they won’t buy any fresh products from online services (such as meat, produce, dairy and fish).

When it comes to Computer Hardware and Software 52% tend to shop in store.

Online and in-store shopping both have unique aspects that neither can replace.  What drives a consumer in-store or online depends on the product, the person and the need.  While they each have their own benefits and disadvantages, for now they’re both here to stay. 

* US Census Bureau, Marketing Daily, CSA 

4 Ways to Reach Prospective Grad Students

A smiling, polite High School scholar brandishing a diploma and flanked by Mom and Dad may be the ideal target audience for undergrad admissions marketing, but creating a clear picture of the prospective grad student is more challenging.  While plenty of graduate applicants are still fresh-faced twenty-somethings, many are seeking a second career, juggling children at home, or pursuing a passion that they’d previously shelved.  Here are key points universities would be wise to consider when creating marketing content to attract the amorphous grad student audience: 

 1)    Know thyself:

 

With an understanding of a university’s strengths and weaknesses, you can better allocate money in the budget to bolster certain programs.  A Harvard MBA sells itself, but often schools continue to mail out literature about their most famous programs at the neglect of their unsung academic heroes. 

Cross-promoting less illustrious programs at the same university could attract a greater number of applicants.  For example, if the Iowa MFA webpage provided links to information about the school’s PhD in English Lit, applicants would be enticed to apply to both. 

 2)    Clearly shape the conversation about finances:

Prospective grad students have been consumers longer than undergrads, and further, they are much more likely to be spending their own money rather than their parents’. 

 Give premier real estate in web content and advertising to the most promising scholarships and fellowships the program has to offer.  Offer to assign prospective students individual financial counselors for further questions.  If the program in question isn’t well-funded, have confident answers at the ready and the data to back them up. “Yes, while the program costs $30,000 a year, the average graduate of our program lands a job making $60,000 their first year out, so any loans could reasonably be paid off in a couple of years.”  Avoiding financial conversations makes savvy consumers wary.  

3)    Consider target audiences:

 

Whether it’s a specific field that is particularly prone to having turnover—like publishing, for example—or a specific demographic ripe for considering higher ed—like recent veterans—do your homework on not just who may be a good fit for your programs, but how they might finance it.  While the new GI Bill is often used for undergraduate education, it is also applicable to grad school doing the research for specific prospective student groups makes them all the more likely to apply.

4)    Promote your University’s lifestyle:

Certainly, adding flavor and color to the landscape of the university does great work to woo undergrads and grad students alike.  For example, some undergrads are drawn to Tulane University for their emphasis on New Orleans itself: the restaurants, the music scene, the surrounding regional charm. 

Grad students are more likely to ask questions like: Is the university in an area with good public schools for children?  Is grad student housing available for couples and families?  Is this a program that can largely be completed at night, or remotely?  Could I feasibly finish the coursework while working full time? 

Consider the myriad lifestyle concerns that will impact the choice of prospective students when drafting marketing content.  The program may be ranked impressively by the Princeton Review or have a celebrity visiting professor, but certain applicants will be better swayed by the campus fitness facility and the flexible hours. 

4 Tips for Higher Ed Content Marketing to Millennials

The problem of marketing to a younger generation isn’t a new one.  While millennials only make up about 10% of general consumers, they (and their parents) are the primary market for Higher Ed marketing.  So, how and where do we reach them?

 1)    Strategy across social media platforms:

While everyone is familiar with Facebook, millennials actually have been leaving it for other, newer, mediums: Instagram and Snapchat, among others.  Facebook can still be useful marketing tool, but a stagnant university “fan” page and typical ad content isn’t going to do the same work as a more personal approach.  (Native content is a buzzworthy phrase for a reason.)

 Also consider how product placement can benefit your brand, whether in traditional outlets like television, or in the form of viral videos or web shows.  Studies show that millennials are especially susceptible to product placement, because they are so used to its ubiquity.  So, while there’s a 98% chance somebody paid a celebrity to wear that Yale hoodie in their music video, millennials are likely to simply take in the image, rather than question its authenticity.  

 2)    Don’t try too hard:

 Learn from missteps made by others: young people have a curated concept of “cool” and will call out brands that are phony.  When McDonald’s tried to coax an indie band to play free under their banner at SXSW, they were blasted on social media and lost a lot of millennial customers. The same holds for schools: if partying is your “thing” (I’m looking at you, LSU), then by all means, make that clear to your prospective students.  But if your institution is better known for excellence in the arts, don’t try to sell millennials on its “coolness”: you’d fare better being straightforward and true to your culture.

3)    Money talks:  

Millennials, and of course, their parents, are more aware of the danger of the student loan crisis than any previous generations.  Devote valuable content space to explaining scholarships and fellowships available, built-in benefits, and plans for students to finance their degree.  (Initiate and control the conversation about finances so that prospective students and their parents realize their options when they look up your university’s tuition.)

4)    Diversify your strategy:

Focus on reaching millennials where they live: on the internet.  Social media, TV, and non-traditional media outlets are all necessary to reach prospective undergrads.  But if their parents are footing the bill, it may make sense to additionally mail traditional promos to homes, knowing it is more likely to reach the parents than the students.  The same remains true for outlets like NPR and newspapers.  If the message of your university is carefully planted in the minds of students and parents alike, your university won’t only have an enthusiastic upcoming freshman, but a mom and dad who are happy to foot the bill.