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Marketing Continuing Education to a Multi-generational Audience

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									Marketing Workforce Learning to
a Multi-generational Audience

  UCEA, January, 2008
  Judith Tavano, M.A., SPHR
  University of Arkansas
  College of Education & Health Professions
  jtavano@uark.edu
             Marketing W/f Learning to a Multi-gen
                   Audience (c) 2008 Tavano          1
Questions to be answered…

1.   Who is our audience, and why are they
     buying (or not buying) workforce
     learning/continuing education?

2.   What is workforce learning/continuing
     ed’s “brand promise”?

3.   How are individuals attracted to buy
     workforce learning/continuing ed?
                 Marketing W/f Learning to a Multi-gen
                       Audience (c) 2008 Tavano          2
…and ultimately…

        How can we best fit
workforce learning/continuing ed’s
           “brand promise”
   to the buying preferences of
    individuals – especially those
     within certain age cohorts?


           Marketing W/f Learning to a Multi-gen
                 Audience (c) 2008 Tavano          3
A starting place…

   Who is attending your programs now?

            % over 60 years old =
            % mid 40’s to early 60’s =
            % late 20’s to early 40’s =
            % under 29 years old =

       NOTE: Age discrimination disclaimer

                   Marketing W/f Learning to a Multi-gen
                         Audience (c) 2008 Tavano          4
Workplace demographics




           Marketing W/f Learning to a Multi-gen
                 Audience (c) 2008 Tavano          5
Why do people “go back to school”?


   Continuing education is a strong
    priority for Baby Boomers as a means
    to keep current
    (www.bizsum.com).




                        Marketing W/f Learning to a Multi-gen
                              Audience (c) 2008 Tavano          6
2006 Capella University Study
(http://www.educaitonforadults.com)
   81% - personal accomplishment
   78% - learning things of interest
   71% - possible higher salary
   65% - to change careers
   58% - to be better role model to kids
   55% - better performance on job
   Other:
       Starting new company
       Increased respect (job, friends, family)
       Advancement
       Being positive influence in community
       Overcome disadvantage

                           Marketing W/f Learning to a Multi-gen
                                 Audience (c) 2008 Tavano          7
“It is the pledge we…make to everyone about what
they will experience when they do business with [us]
(http://cardinalhealth.com)
                                Brand Promise
                               What we stand for
                        Management of perceptions




       Core Values                                                    Strategic Drivers
     What we believe in                                               What we focus on




                              Marketing W/f Learning to a Multi-gen
                                    Audience (c) 2008 Tavano                              8
Workplace Demographics (Strategic
Driver)
BB’s              Gen X                    Gen Y                Vets
(b) 1946 – 1964   (b) 1965 – 1979          (b) 1980 – 2000      (b) Before 1946

Entered w/p in    Entered w/p in           Entered w/p in       Entered w/p
early 1960’s;     early 1980’s             mid 1990’s.          during
greatest impact                                                 Depression/
-1970’s                                                         WWII
                  SS - 2027                SS – 2042
SS – 2007/2008                                                  SS - now
                                           NOTE: post
NOTE: aver                                 grads entered
age in w/p = 57                            w/p @ 2001
year old
                        Marketing W/f Learning to a Multi-gen
                              Audience (c) 2008 Tavano                            9
Some grounding…
   The theory…
       Zeitgeist:
         A shared sense of time

         Creation of common values



   Currently 1/3 of all adults are Boomers
   By 2020 20% of Americans will be over 65 years old
   By 2020 47% of Americans will be over 50 years old
    (http://www.bgassociates.com)



                         Marketing W/f Learning to a Multi-gen
                               Audience (c) 2008 Tavano          10
 Generational workplace attitudes/behaviors


              Vets                BB                         X   Y
Tech-
nology

Learning


Social
Interaction

                     Marketing W/f Learning to a Multi-gen
                           Audience (c) 2008 Tavano                  11
What is this telling us?????? What is the
new paradigm when each is looking for…
       Satisfaction of job well done; org loyalty
Vets
BB’s   Money, title, recognition, to keep up, keep
       control
Xer’s Independence, freedom, practicality,
      networking, a place to exercise passion outside
      of work
Y’s    Ackowlegement, purpose, validity (Tavano, 2007)

                    Marketing W/f Learning to a Multi-gen
                          Audience (c) 2008 Tavano          12
To keep the Boomers coming back…

   Look at what has worked in the past – it
    was the Boomers who were buying it.
   But add the new twist – BB’s are returning
    to education to KEEP UP, to look good (still),
    and stay young…
   Boomers want to be stars – certificates on
    the wall “shine”…
   Tone: “meditative and principled w/undertone
    of pessimism” (Nichols, 2005)
                   Marketing W/f Learning to a Multi-gen
                         Audience (c) 2008 Tavano          13
    More BB…

   Remember BB’s live to work.
   (www.bgassociates.com):
       BB’s resonate with marketing messages that help
        them process their lives.
       BB’s more concerned with relevance & legacy.
       BB’s need to be engaged in a personal & profound
        way – depicted as active, energetic & engaged.
   Boomers see themselves as younger than
    they are…

                         Marketing W/f Learning to a Multi-gen
                               Audience (c) 2008 Tavano          14
Boomers v. youngers (Forrester, 2005)
                          Boomers                           Youngers
    Believe ads:                6%                            7%
  Tell friends re              56%                            65%
       products:
Ads help to buy:               15%                            30%
     Use blogs:                 6%                            13%
      Use social                5%                            24%
      networks:


                    Marketing W/f Learning to a Multi-gen
                          Audience (c) 2008 Tavano                     15
To draw in X’ers

   Tone: “blunt and kenetic, with appeal to brash
    survivalism” (http://napco.com).
   Tell them everything they need to know, but do not
    require them to read too much.
   They want to carefully evaluate choices & reach own
    purchasing decisions (www.brandchannel.com).
   They want increased marketability. Not stars on the
    wall. They do not want to be part of teams.
   They are likely to episodic learners (Tavano, 2007)
   X’s work to live.
                    Marketing W/f Learning to a Multi-gen
                          Audience (c) 2008 Tavano          16
Gen X or YIFFIES -Young Individualistic
Freedom-minded Few (www.allbusiness.com)
   “The way to get to target Gen X is to try to convince
    them other Gen Xer’s are doing the same thing – Give
    them something to belong to (Frankel, The Revenge
    of Brand X).
   More interested in accumulation of experiences
    than of tangible goods…
   Hint: X helped to build small, local metro
    newspapers whose content if heavily ladened
    with entertainment guides, movies & personal
    ads (www.allbusiness.com)
                     Marketing W/f Learning to a Multi-gen
                           Audience (c) 2008 Tavano          17
To catch an X..
    All you have to do is find a straight forward,
            no frills, unselfconscious way
          to tell [Gen X] consumers…about
  your super-functional, totally practical yet mildly
        indulgent and greatly affordable product
      in a way that acknowledges their savvy
      understanding of advertising, … and also
              make sure the message is
      [gender neutral, culturally sensitive and
                 environmentally friendly]
     (New York Times, quoted www.allbusiness.com/marketing)
                      Marketing W/f Learning to a Multi-gen
                            Audience (c) 2008 Tavano          18
    What about Y?
   Y is 3x the size of X and there has been a shift in values
    on the part of gen Y consumers (www.businessweek.com).
    Y is looking for purpose.
   Gen Y’s are digital natives.
       Use media more fluidly and less compartmentally;
       Internet is the medium from which all other media
        decisions are made (www.imediaconnection.com)
   “Smart marketers are thinking about being
    the brand Gen Y thinks of 5 years from
    now.”
                        Marketing W/f Learning to a Multi-gen
                              Audience (c) 2008 Tavano          19
To draw Y in…

   Embrace social marketing – advertising may
    draw them in; social marketing will earn their
    trust (Forrester, 2005).




                   Marketing W/f Learning to a Multi-gen
                         Audience (c) 2008 Tavano          20
Did we answer…?

   How can we best fit workforce
    learning/continuing ed’s
    “brand promise” to the buying
    preferences of individuals –
    especially those within certain
    age cohorts?

    For more information: jtavano@uark.edu
                Marketing W/f Learning to a Multi-gen
                      Audience (c) 2008 Tavano          21

								
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