The Boomers are Coming! Are You Ready?

Mary Staackmann, Director of Lifelong Learning

The Boomers are Coming!

Are YOU Ready?

GenerationsSilent Generation 1928-1945

47 millionBoomer 1946-1964 76 millionGen X 1965-1980

55 millionMillennials 1981-2000

75 million

What’s a “Generation”?

Generational Cohort• Members of a generation are

linked by experiences shared during their formative years.

• These shared experiences contribute to the creation of shared values, attitudes, and behaviors.

Generational Influences

The Yankelovich Report on Generational Marketing: Reaching America's Three Consumer Generations, 1997.

Cohort Experience

Life-StageCurrent

Conditions

Preferences

Values

Working

Marketplace Behaviors

Learning

Silent Generation: Our Current Customer • Born 1928-1945• 55 million• Wealthiest generation

Experiences & Events:• Depression• WWII• GI Bill• Cold War• McCarthyism• Korean War

Values include: • Conformity &

Conservatism• Discipline & Hard Work• Conformity to authority• Traditional family

values• Patriotic & Loyal• Team Players and

“Joiners”

Baby Boomers: Our New Customer• Born 1946 –1964 in a spike of

births after WWII• Largest generation at 76

million • Grew up in era of Civil Rights

and other social movements, the Cold War, and great economic prosperity

• Had significant huge impact on every lifestage they moved throughLet’s look at their generational influences…

BUT… Not all Boomers are the SameLeading Edge Boomers 1946-1955• Young childhood in post-war culture of affluence and

optimism.• Share the galvanizing experience of the Vietnam War and

cultural revolution, and protest movements• Impassioned idealists and social activists• Empty nesters• Starting to retire or nearing end of primary career

Trailing Edge Boomers 1956-1965• Share the malaise of the Carter Administration, high

interest rates, extreme economic competition, “No Nukes”

• “The world is my oyster” and 1980s materialism• Sandwich generation as many still raising families and

older parents

Boomer Generational InfluencesHistoric Events and Experiences• Cold War• Polio Vaccine• Walk on the Moon• Assassinations of JFK, RFK,

MLK• Vietnam War• Civil Rights, Women’s, and

Environmental Movements• Watergate and Nixon

Resignation• Woodstock• Great Society• Grew up in a time of great

economic prosperity

Daily Life and Societal Influences • Family & children focused, Dr.

Spock• Suburbia• Consumer oriented• Church & Civic organization

membership• Science• Modern• TV• Overcrowded schools• Protests and sit-ins• Rock and Roll• Self-discovery

Boomer Generational Influences

Boomer Values• Optimistic and Confident• Individualism• Individual choice and

freedom• Free spirited and free

spending• Experimentation• Flexibility and Control• Community Involvement• Health and wellness• Balance• Work, Work, WORK

• Personal Growth and Self Discovery

• Sense of entitlement and privilege

• Rule breakers and distrust of authority

• Social Cause/Activism oriented

• Moral principles of social justice and “Fight to Make it Right”

• “Deserve the Best”

Boomers Growing Older

Moving from the hectic middle years into the lengthy new chapter that now precedes “old age,” contemplating 20+ years of health and engagement

• Creating a lifestage that has no name, no clear role in society, yet vast possibilities - that is why we are struggling

• Looking to expand the spectrum of experiences to which they look for enhancement of life satisfactionThey will never be “seniors” …

will they want what we offer?

Senior Centers and Boomers• Generation turnover starting within the

lifestage we serve Oldest boomers are turning 69 and the

youngest is 50 By 2025 – 10 years from now – the oldest

boomers will be 79 and the youngest will be 61, squarely in retirement and the lifestage we serve.

10 years of big transition ahead of us Senior Centers will be serving two very

different generations at the same time Customize experiences for Boomers AND

continue to serve current customer• What do we offer (programs and services) and

how do we get Boomer to come (marketing message)?

Preparation: Getting to know Boomers

Preparation: Getting to know BoomersWhat Boomers want in Education, Social, and Recreational programs will likely be similar, but how we deliver it will shift to accommodate this generations values, aspirations, and expectations.

Get to know your Boomer market:• Survey• Research• Testing

Preparing for Boomers

Evaluate the Center’s Culture and Environment• No bureaucracy or government agency feel to it = Keep it

Simple• Registration procedures and policies = Keep it Simple• Treat people as customers, not clients• Welcoming, updated atmosphere• Convey image of high quality, “the best”

Evaluate the Center’s Amenities and Services• High quality customer service a MUST• Building, furnishings, equipment - updated and in good

condition• Superior staff and instructors • Service-rich environment• “One stop shopping” for convenience

• Fitness• Wellness spa• Shop

Preparing for Boomers

•Classes•Food service•Social space

Align Programs to Aspirations and Values• Meaningful Purpose • Connectedness with others by developing and

maintaining strong relationships• Preservation of Well-Being • Learning for Pleasure, Personal Growth, and

Improving Skills• Self Expression to Achieve Vibrant Physical and

Mental Self• Simpler, Balanced Life• Convenience and Flexibility• Maintain independence

Programming for Boomers

Programming for Boomers Evaluate Program Format and Delivery Method

• Flexibility hours, policies• Experiential, hand-on learning• Opportunities to contribute• Variety and selection• Progressive and Innovative• Format - Classroom, Online, or Hybrid• Price – Boomers value quality over cost• Information channels

Marketing to Boomers • Connect with core values that are ageless

and target specific age groups through media selection, images, and message.

• Market affectively, appeal to emotions, values and aspirations.

• Position your product/service as a gateway to meaningful experiences and aspirations.

• Images and copy should reflect who the customer wants to be, not who they are.

• Narrative copy works well. • Avoid hyperbole!!

Marketing to Boomers

Most important – DO NOT target age

Focus on the message:• Service and quality• Experiences• Engaged learning• Convenience & Flexibility• Aspirations

NSSC’s Preparation• Research• Surveys and focus groups• Strategic Plan process• Name change ??• Refresh marketing materials and plan• Infrastructure, technology, and procedures

updates• Review and update program selection,

formats, schedules, and delivery methods

NSSC’s Preparation - Surveys2014 Survey• 3500 surveys sent out via email to

adults ages 51-69 in 10 surrounding suburbs

• Questions about interests in program, current activity, plans for the future, and demographic data

2015 Follow-up Survey• 5000 surveys to be sent out via

email at the end of September• Focus on Lifelong Learning with

more in-depth questions about program preferences, such as topic, timing, format, and delivery method

NSSC’s Preparation: ProgramsTest new program formats, schedules, and delivery methods

• Saturday Seminars• Online Classes• Outdoor adventure• Life-planning seminars

NSSC’s Preparation: Marketing

NSSC’s Preparation: Services• Implemented a new enrollment

management system to a web-based system that provides: Much better online presence Online registration Improved electronic communication

• Reviewing services and amenities in our building

Focus in expanding and improving front-line customer service

Long-term plan to physically expand facility

Mary StaackmannDirector of Lifelong LearningNorth Shore Senior Center

847.784.6030mstaackmann@nssc.org

Thank you!