ZERO IN ON HIGH SCHOOL PROSPECTS WITHOUT WASTING …
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ZERO IN ON HIGH SCHOOL PROSPECTS WITHOUT WASTING YOUR PRECIOUS MARKETING DOLLARS Matt Diteljan | Mary De Luca | Jodi Neal
Transcript of ZERO IN ON HIGH SCHOOL PROSPECTS WITHOUT WASTING …
ZERO IN ON HIGH SCHOOL PROSPECTS WITHOUT WASTING YOUR PRECIOUS
MARKETING DOLLARS
Matt Diteljan | Mary De Luca | Jodi Neal
MEET THE PRESENTERS
Matt DiteljanCEO
Mary DeLucaVP
Jodi NealDirector of Creative Services
AGENDA
1. Understanding high school students in 2020.
2. Discovering how students are engaging and consuming higher education marketing materials.
3. How to advertise to high school students.
4. Examples and case studies.
WHERE THE DATA COMES FROM
• The leaders in high school and student advertising.
• Year-to-year whitepaper with research partner, Academica.
• Campaign case studies with clients.
• Gen Z census from Wattpad
• Media Prefs survey data
• High school focus groups and roundtables
UNDERSTANDING WHO HIGH SCHOOL STUDENTS ARE IN 2021
HIGH SCHOOL STUDENTS IN 2021
• Mosaic vs. melting pot• Engaged• Real life vs. online• Tech savvy• Diverse generation• Socially conscious
TALK THE TALK
• Tea• Thirsty• Yeet• Sksksksk
• Extra• Periodt• Snatched• Wig• Big Yikes• Fit
• Bet• Fire• Cap/No
Cap• Shade• Flex• Go Off
• Lewk• Lit• Lowkey/High
Key• Salty• Slay• Shook• Stan
UNDERSTANDING THIS DEMOGRAPHIC
• 41% identify with being visible minority
• 47% of Gen Z feel they are not well represented in today’s marketing and branding
• 44% of Gen Z have opted out of extra curricular activities due to the way they look
• 74% “I feel/felt overwhelmed navigating the transition from being a teenager to an adult”
TODAY’S TEENS PERSPECTIVES ARE SHAPED BY:
•Helicopter parents
•Mass shootings
• Global pandemic
NOT SURPRISING…
Mental health is the number one issue many teens face
CAREER ASPIRATIONS• 47% arts, design, entertainment,
sports and media industries
• 15% healthcare
• 12% influencer
• 12% community and social service
• 10% business and finance
CAREER MOTIVATORS
Career motivators:• 29% social impact
• 24% work-life balance
• 10% travel
• 12% social aspects/teamwork
• 15% money
• 3% power and influence
• 7% other
WHO ARE THEY FOLLOWING?
MOST LOVEDBRANDS
01 02 03 04 05
06 07 08 09 10
11 12 13 14 15
16 17 18 19 20
21 22 23 24 25
Google Netflix YouTube Amazon Oreo
PlayStation Walmart Target Doritos Nintendo
Chick-Fil-A Nike Marvel Spotify Instagram
Pizza Hut Sprite Dunkin’ Dollar Tree Skittles
Subway Microsoft Dove Walt Disney iHop
HOW TO EFFECTIVELY ENGAGE HIGH SCHOOL STUDENTS IN 2021
ENGAGE THEM EARLIER
Modern Student Journey
ENGAGE THEM EARLIER
Jr/Sr years: Too late!
Fresh/Soph years: Better.
Middle School: why not?
ADDRESS THEIR BIGGEST FEARS
Do well in schoolBe healthyBe more self-reliantHave the latest techMake moneyDefine what I stand forDrive change
YIKES!
HOW CAN YOU ADDRESS THEIR FEARS?
Be a trusted resource.
HOW CAN YOU ADDRESS THEIR FEARS?Empower them to make informed decisions.
BE A TRUSTED RESOURCE. EMPOWER THEM.
BE A TRUSTED RESOURCE. EMPOWER THEM.
BE AUTHENTIC
• Communicate value by signaling you get them.
• Be specific. They are highly resistant to general messaging.
• Use unscripted messages from their slightly older peers
BE AUTHENTIC
BE AUTHENTIC
• Invite them to events with student ambassadors.
• Connect them with student groups who share their interests
• Have student social media takeovers
• Ask your students to post video testimonials and blogs
• Play up your mascot
REMEMBER THEIR INFLUENCERS
CHANGE THE NARRATIVE
Show value beyond “cost” and “convenience.”
Not just a “pass-through” or “back-up” plan.
A smart choice with valuable “outcomes.”
MEET THEM WHERE THEY ARE
MEET THEM WHERE THEY ARE
MEET THEM WHERE THEY ARE
MEET THEM WHERE THEY ARE
MEET THEM AT THE RIGHT TIME
KNOW WHEN TO RESPOND
AND HOW THEY’RE WATCHING
AND WHAT THEY’RE WATCHING
AND HOW THEY’RE LISTENING
AND WHAT THEY’RE PLAYING
HOW TO ADVERTISE TO HIGH SCHOOL STUDENTS IN 2021
TOP PERFORMING MEDIA CHANNELS
BREAKING DOWN SOCIAL MEDIA
CONTENT THEY WANT TO SEE
HOW TO PAY FOR COLLEGE
HOW TO PAY FOR COLLEGE
PROGRAM VIDEOS: PERFORMING ARTS
PROGRAM VIDEOS: NURSING
MESSAGING
REAL RESULTS: THE COMMUNITY COLLEGE OF BALTIMORE COUNTY
CCBC HIGH SCHOOL STRATEGY OVERVIEW
HIGH SCHOOL AD PLACEMENTS
HIGH SCHOOL AD PLACEMENTS
DIGITAL AD PLACEMENTS
LANDING PAGE
REVISED CREATIVE
THANK YOU!
Matt Diteljan | Mary De Luca | Jodi Neal
[email protected] [email protected] [email protected]
Download the presentationnews.interactcom.com & weareglacier.org/content-hub
