Welcome to Target Zonta to a Diverse Audience
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Transcript of Welcome to Target Zonta to a Diverse Audience
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Ellen Dolsen, Presenter Zonta Club of Pontiac- North Oakland
Welcome to Target Zonta to a Diverse Audience
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Common Ground vs. Generation Gap
Write down the first thing that comes to mind when I say ….. 1. __________2. __________ 3. __________4. __________
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Overview
Framework of PR Four generations in the
workplace Examine Gaps, Myths,
Conflicts Establish Common Ground Draft Plan of Action
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Four Generations Today
Matures – 68 and older - DutyBaby Boomers -- 49 – 67 - IdentityGeneration Xers – 33 – 48 –
EntrepreneurialMillennials – 22 - 32 - Community
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Matures – 68 and older Core Values – Hard work; authority Perception of Work – Obligation Communication – Formal and written Key Motivators – Respect for
experience Education – A dream Family - Traditional; nuclear Best at – Duty first; reliable, steadfast;
eager to share what they know5
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Baby Boomers – 49 - 67
Core Values – Loyalty Perception of Work – Opportunity Communication – Person to Person Key Motivators–Feeling valued,
needed Education – A birthright Family - Disintegrating Best at: Idealism, structure, process
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Gen Xers – 33 - 48
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Core Values – Work-life balance Perception of Work – Contractual Communication–Direct and immediate Key Motivators – Autonomy; have fun Education – A way to get there Family – Latch-key kids Best at – Independence,
entrepreneurialism unafraid of new things
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Millennials – 22 - 32
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Core Values – Innovation and change Perception of Work – Means to an end Communication – Text and email Key Motivators – Collaborating with
bright, creative people; technology Education – An incredible expense Family – Merged, blended Best at – Technology, organized,
demanding, problem solvers
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Small Group Activity #1
Form teams of 5/6 people Workbook – Page 2 – Instructions Read page 3, 4, 5 or 6 – Generation in a
Nutshell Write a Zonta Elevator Speech for one
generation as assigned Select a spokesperson to report out
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Tips for a Marketing Plan
Show Matures how to take action in their own communities
Baby Boomers love options and change
Gen Xers need to feed appetite for information and learning
Millennials want it all
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Baby Boomer Women and Cause Marketing
Stories of real people will trump the latest gadget for women
Women are ensemble players; think “we” not “me”
See themselves first as members of a community
Driven by empathy Interested in belonging
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Why Older Donors Matter
Seniors 65+ will grow to 1 in 5 by 2030 People 50 and over make up 24 % of
US population As of 2012 53% of US adults 65 + use
the internet or email 49% of seniors who are online in 2012
have Facebook accounts
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Gaps, Myths, Conflicts Matures are accustomed to top-down
approach to management Baby Boomers are exiting the
workforce Baby Boomer generation uses work as
a way to prove their worthiness. Rock ‘n Roll--Beatles, Rolling Stones,
Abba were all the rage for Boomers Boomers have had to compete every
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Gaps, Myths, Conflicts 11% fewer Gen Xers to fill seats Many Gen Xers are unprepared Gen Xers grew up with sophisticated
TVadvertising; learned to distrust the media
Were first children to play video games
Gen Xers value flexibility, work-life balance, autonomy14
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Gaps, Myths, Conflicts
Millennials are goal and achievement oriented; ambitious
Millennials are still too young They are citizens of the world Millennials have been pampered; they
are used to being the center of attention
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Small Group Activity #2 Marketing Idea – 10 mins. Remain in the same Small Group with
the same generation assignment Workbook – Page 8 – Instructions Read generation-specific reference
material on either pages 9, 10, or 11 Answer 5 questions on Page 8 Design one idea from “A through F”
on Page 8
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Planning Ahead
What was surprising?
What will you do more of?
What will you do differently?
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Steps to Success Action Plan–Page 12
1. Be wary of stereotyping2. Be aware of the differences3. Appreciate the strengths4. Manage differences
effectively5. Develop a club-specific
PR/Marketing Plan18
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Communication PlanParallel PresenceSuperficial Contact-Initiation
PhaseMaking Contact-Self-disclosure-
Intensifying PhasesPhase I - Points of InterestPhase II – Discovering Passions
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Have fun targeting Zonta to a diverse audience!
Thank You