what you need to know… helping to connect with students or generation what ? usps educational...
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What You Need to Know…
Helping to Connect with Students or
Generation What ?
What You Need to Know…
Helping to Connect with Students or
Generation What ?
USPS Educational DepartmentAnnual Meeting Jacksonville FL
USPS Educational DepartmentAnnual Meeting Jacksonville FL
2014
Is this the typical face of a USPS member?
Is this the typical face of a USPS member?
Generation What ?Generation What ?
Or are these ??Or are these ??
The times they are a- changin’ The times they are a- changin’
Even Bob Dylan looks different now than when he recorded the song
We need to recognize the changes
Even Bob Dylan looks different now than when he recorded the song
We need to recognize the changes
Generations
Who are they ?Baby Boomers
Generation X
Generation Y, Echo Boomers or Millenials
Generation Z
Generation What ?Generation What ?
The 4 generations include individuals with:
Different Values
Different Ideas
Different Ways of Getting Things Done
Different Ways of Communicating
Why is this important ?
Baby Boomers
Born: 1946-1965Age 2014: 49-68Current population: 77 millionWitnessed & ushered social changeCollege Graduates 29 % Married 67%Homeowners 80%Support adult children 59%Work past retirement Only 11% plan to totally retire
BoomersBoomers
Major InfluencesMajor Influences• Suburbia• TV• Vietnam, Watergate• Protests: Civil Rights
and Women’s movements
• Drugs, Sex & Rock ‘n Roll
• Suburbia• TV• Vietnam, Watergate• Protests: Civil Rights
and Women’s movements
• Drugs, Sex & Rock ‘n Roll
CharacteristicsCharacteristics• Idealistic
• Competitive
• Question Authority
• Idealistic
• Competitive
• Question Authority
Optimist
Slogan: “Live to Work”
Generation X
Born 1966-1976Age 2014: 38-48Current population: 41 millionExposed to daycare ; latchkey kids ; children of divorce Skepticism – “what’s in it for me?”Lowest voting participation of any generation Educated – 29% Bachelor’s Degree or higherPragmatic
Generation XGeneration X
Major InfluencesMajor Influences• Sesame Street, MTV• Game Boy• PC /Mac• Divorce rate tripled• Latch-key children• Left alone
• Sesame Street, MTV• Game Boy• PC /Mac• Divorce rate tripled• Latch-key children• Left alone
CharacteristicsCharacteristics• Eclectic• Resourceful• Self-reliant• Distrustful of
institutions• Highly adaptive to
change & technology
• Eclectic• Resourceful• Self-reliant• Distrustful of
institutions• Highly adaptive to
change & technology
Skeptic
Slogan: “Work to Live”
Generation Y
Born 1977-1994Age 2014:20-32Current population : 71 millionSophisticatedTechnology wiseImmune to most traditional marketing pitchesRacially and ethnically diverseLess brand loyal Dual income or single parent families1 in 9 has credit card co-signed by parentShort attention spans
Generation YGeneration Y
Major InfluencesMajor Influences• Expanded technology• Natural disasters• Violence; gangs• Diversity• Coddled by parents
• Expanded technology• Natural disasters• Violence; gangs• Diversity• Coddled by parents
CharacteristicsCharacteristics• Globally concerned• Realistic• Cyber-savvy• Suffer “ADD”• “Remote control kids”
• Globally concerned• Realistic• Cyber-savvy• Suffer “ADD”• “Remote control kids”
RealistSlogan: “It’s all about me”
Generation Z
Born 1995-2012Age 2014:10-19Current population : 23 million and growingDiverse environment High technology useAll born after the advent of the internetFuture ??
The End of Membership As We Know ItThe End of Membership As We Know It By Sarah Sladek By Sarah Sladek
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Generation What ?Generation What ?
• we cannot simply accept what has been done before and carry on hoping for the best
• societal changes:• volatile economics,• demographic shifts,• rapidly changing technologies
• we cannot simply accept what has been done before and carry on hoping for the best
• societal changes:• volatile economics,• demographic shifts,• rapidly changing technologies
• Four Critical First Steps: One• Focus on real benefits (remember technology)
members joined because of our ability to provide boating benefits,
or said another way,members joined because USPS
fulfilled an expectation providing them something valuable
members renew memberships when benefits meet expectations
• Four Critical First Steps: One• Focus on real benefits (remember technology)
members joined because of our ability to provide boating benefits,
or said another way,members joined because USPS
fulfilled an expectation providing them something valuable
members renew memberships when benefits meet expectations
21
• Four Critical First Steps: Two• Identify needs to develop better benefits,
recognize changing membership needs
provide value to your members in the way they want to access it now
member marketing plans are very important
• please remember that word of mouth remains effective but not as effective as …
• Four Critical First Steps: Two• Identify needs to develop better benefits,
recognize changing membership needs
provide value to your members in the way they want to access it now
member marketing plans are very important
• please remember that word of mouth remains effective but not as effective as …
22
• Four Critical First Steps: Three• The Importance of Marketing
focus on our customers/memberstarget their needs (ASK WHAT THEY
ARE!)make our products or services more
widely knowndifferentiate the real value of USPS!
• Four Critical First Steps: Three• The Importance of Marketing
focus on our customers/memberstarget their needs (ASK WHAT THEY
ARE!)make our products or services more
widely knowndifferentiate the real value of USPS!
23
• Four Critical First Steps: Four• Innovation is a must
“The world we've made, as a result of the level of thinking we have done thus far, creates problems we cannot solve at the same level of thinking.”
• Four Critical First Steps: Four• Innovation is a must
“The world we've made, as a result of the level of thinking we have done thus far, creates problems we cannot solve at the same level of thinking.”
24
Generation What ?Generation What ?
Even though we are not marketers…
Marketing and promotion are integral to our continued success and must work in a coordinated fashion with course and seminar development to ensure we provide the right course or seminar to the appropriate group and location
Even though we are not marketers…
Marketing and promotion are integral to our continued success and must work in a coordinated fashion with course and seminar development to ensure we provide the right course or seminar to the appropriate group and location
Gen X is on the cusp of supplanting Boomers- in the workforce- is the target market for our new members- primary focus
Gen Y longer range plans once Gen X addressed- they are impatient and do not want to wait-start thinking now
USPS needs to - recognize and understand this societal evolution- act to take advantage of the opportunities- modify and develop programs that meet the needs of Gen X,Y and other key demographic groups: women & Latinos
Generation What ?
Exercise: (5 minutes) Pick one current course and discuss how to tailor it to accommodate the particular characteristics of the target audience – Gen X, Gen Y,Women , Latinos
Generation What ?
Generation What?Generation What?
Group Discussion • Course structure• Delivery Modalities• Duration• Evaluation/Assessment • Other ?
Group Discussion • Course structure• Delivery Modalities• Duration• Evaluation/Assessment • Other ?
GenX GenY Women Latinos GenX GenY Women Latinos
Exercise:
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