Talking with Teens

Cynthia Hall, Ph.D.June 21, 2010

2010 APLU Summit

Key Concepts

• Peer Influencers

• Take Diversity for Granted

• Expect Options

• Marketing Savvy

• Advertising as Entertainment

Peers Matter

• Teens want to feel connected

• Teens want to feel they belong

• Teens love to share (the good and the bad)

Creative Target = 21 year oldsSource: Teen Immersion

Making Connections…Teens care about connecting with

the world around them

Impact of the Economy

• 59% of teens cite the economy as their top issue of concern

Source: YouthBeat®, C&R Research

Advertising Expectations…

• Immediate gratification

• Communicate in sound bytes

• Interactive

• Expect life to be fun, easy, colorful

“Talking” to Teens…

• Engage (build excitement)

• Entertain and stimulate

• Inform and connect on an emotional level

• Use music

Source: Teen Motivators Workshop

Teens respond tobrand experienceover product sell.

Annual Teen Poll

• Awareness and reputation

• Images and characteristics

• Awareness of advertising

• Effectiveness and receptivity

• Sources of information

Teen Poll

Objective: To track the attitudes and perceptions held by teens about Penn State and higher education.

• Telephone survey with 800 college-bound PA high school seniors

Sampling error of plus or minus 3.4 percentage points

High school seniors report increases in their use of a

variety of sources of information

about college.

*

Looked at college web site74%

Visited the college46%

Talked to parents37%

Talked to reps at high school visit27%

Talked with guidance counselor26%

Attended college fair/college night 20%

Requested information online11%

Talked with friends11%

Looked at brochures11%

Talked with teachers 9%

Sources of Info…

High school seniors

are worried about paying for

college.

*

Very worried 23%

Somewhat worried 46%

Not too worried 24%

Not at all worried 7%

Q: How worried are you about being able to pay for college expenses?

Q: Considering the current state of the nation’s economy, would you say you are more worried, less worried, or just as worried about paying for college as you were a year ago?

More worried54%

Less worried 4%

Just as worried 38%

Was never worried 4%

Q: Given your concerns about paying for college, which of the following steps are you planning or considering to ease the financial burden?

Applying for a scholarship/grant93%

Working part-time 82%

Choose a major that leads to high-paying jobs69%

Taking out loans/bigger loans 66%

Attend a less expensive college56%

Living at home31%

Working full-time while taking classes26%

Going to college part-time/taking fewer classes17%

Joining ROTC15%

*Base: Worried about paying for college

Focus Group Testing

Objective: To test technical and

conceptual elements of campaign

materials Audience: College-bound PA high

school juniors

Teens and the Economy…

• Growing concern from teens over the impact of the economy and the cost of college

Teens and the Economy…

• Price is an increasingly important point of discussion between parents and teens

Teens and the Economy…

• High interest in the medical field for availability of jobs

Teens and the Economy…

• Teens are worried about getting a job after they graduate from college

Testing: New Concept

• Mix of physical resources combined with faculty interaction

• Young alums in their career settings

• Quotes from alums that relate a personal story or a story unique toPenn State

Testing: It’s Your Time

It’s Your Time is for this stage till your late 20’s. It’s our time to go to school, get a good education and get a good job. That’s the beginning of our life and the real world . . .

Focus Group Testing

Objective: To explore the effects of the current economic climate on college decision-making

Ten 30-40 minute in-depth interviews conducted with parents of high school students who had been accepted

• Amount of financial aid offered is an important deciding factor

• Students feel it’s the parent’s job to pay for their education

• Parents fear the financial burden of college tuition might be too large because of a decrease in their college savings as a result of the economy

• Parents want to be able to send their child to their first-choice college

Parents and the Economy…

Campaign Materials

On TV

On TV

On the Web

Online

Online

In the Mail