how the class of 2016 will change marketing
Post on 17-Oct-2014
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A collaborative presentation between an integrated marketing agency and a Dean of Students office at a large university. Includes analysis of the habits and feelings of the Class of 2016 and how companies are marketing to them. How can student affairs take this information and use it to establish better connections with their students? Presented at the 2012 Massachusetts College Personnel Association (MCPA) Drive-In Conference at MIT on December 7, 2012. Presenters: Kenn Elmore, Dean of Students, Boston University & Matt Jacobs, Director of Connections Planning, AMP Agency. With assistance from Katelyn Stokes, Associate Marketing Manager, Integrated Marketing, AMP Agency & Kat Hasenauer Cornetta, Assistant to the Dean of Students, Boston University.TRANSCRIPT
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How the Class of '16 Will Change
Marketing
A collaboration between AMP Agency and the Boston University Dean of Students
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Dean Kenneth Elmore
– Dean of Students at Boston University since 2003
– Coordinates university efforts to provide a safe environment, where students can find their way within a vibrant community
– Responds to student concerns; helps students solve their problems; and, helps students build communities
– Believer of the new, innovative and youthful
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Matt Jacobs
– Director of Connections Planning at AMP Agency
– Maps behavior and consumption across Paid, Earned and Owned channels to develop effective and efficient engagement strategies
– Proud BU Alum and frequent guest lecturer
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AMP Agency
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The Current College Landscape
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21MM+ College
Students
Spend 14.4 total hours
with tech devices daily
On average, own 6.4 tech devices
$405 billion in total spending power
Talk to parents 27.7 times
per week on average
74% of students expect to graduate with loan debt
Source: re:fuel, “College Explorer” conducted by Crux Research, Aug 7, 2012
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FACT: The marketing landscape has
shifted significantly with the introduction of a 24/7 digitally-connected, socially-enabled consumer.
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Photo source: www.bu.edu
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As a result, the way consumers engage with
brands has been completely transformed.
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Before We Look Ahead…
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The Class of 2016 was born in
1994(9 years after Back to the Future debuted in theaters)
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“What is the Internet, Anyway?”
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OK, Now Let’s Look Ahead…
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smartsmartbelievebelieveneedyneedypolitepoliterulesrules
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practicalpracticaldetermineddeterminedtake caretake caretraditiontraditionuniqueunique
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empower
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controlin the knowvalueawareinteresting
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check out connect“hi”
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optimisticchangecompanycausesglobalserve
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face-to-faceadults-meh!cultural knowledge
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edgydecorum
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#AMP2016 #FutureM@amp_agency@BU_Tweets@mattjacobs5
@DeanElmore
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Informing our
Insights
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Learnings from our Student Panel
• Ian McLarney, Northeastern• Hometown: Philadelphia, PA
• Major: Marketing
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Dea Biancarelli, Boston UniversityHometown: Shelby, MT
Major: International Relations
Christopher Dela Rosa, Boston UniversityHometown: New York, NY
Major: Public Relations
Claudio Quintana, Boston CollegeHometown: Portland, OR
Major: Business Information Systems and Psychology
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Source: AMP Agency Student Panel
Hear It From Their Mouths…
• “If my favorite character mentions a brand, I will definitely check it out .”
• “Ads are most successful if they show immediate value.”
• “Apple speaks to our generation. Innovative & useful. They give us what we think we need.”
• “You are not cool if you don’t have the iPhone.”
• “I feel naked when my iPhone isn’t with me.”
• “Pandora is a great advertising channel because you can’t skip the ads – they are part of the experience.”
• “I get a lot of brand information from those annoying ads that run before YouTube videos.”
• “We rarely watch live TV on a TV set. We watch Hulu, Netflix, and YouTube on our Xbox, laptops and tablets.”
• “We want specifics. Not BS. Brands and politics included.”
• “The conversation element is really relevant to our generation. We like brands who listen and respond to us on social media.”
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What Does it All Mean?
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The College Bubble has Burst.
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#1
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“I passionately believe that the Khan Academy is a tool that can empower at least an approximate
model of what the future of education should look like – a way of combining the art of teaching with the science of
presenting information and analyzing data, of delivering the clearest, most comprehensive, and most relevant curriculum at the lowest possible
cost.” – Salman Khan
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“This is the single biggest change in education since the printing press”
– Anant Agarwal, Presdient of edX
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Technology is the ultimate enabler.
Embrace streaming video, VOD and social media to duplicate off-line
experiences online.
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Takeaway #1
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Brands Doing It Well
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President Obama hosts a Google+ Hangout
State Farms Coachella sponsorship (YouTube & Instagram integration)
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Home Plus (Tesco) virtual grocery store in South Korean
subway station
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It’s All About Status.
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#2
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Share and Comment is the new Show and Tell
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Two-Way Information Sharing
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Q: How do you stay current with brands that you are interested in? (check all that apply)
Source: AMP Agency, Pulse Survey, October 2012
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Social is no longer a vertical channel.
Don’t create experiences. Create shareable experiences.
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Takeaway #2
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Brands Doing It Well
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Nike+ and Nike Fuel Band – App, Facebook and Path Integration
American Express Sync – Social Integration with Facebook, Twitter and
Foursquare
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Oreo’s 100th Anniversary “Daily Twists” Campaign
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Byte Size Consumers.
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#3
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“The rate of U.S. auto sales to 18-to-34 year old buyers declined to 11 percent in April 2012, down from 17 percent for the same age group in April 2007, before the recession”
– Southfield, Michigan-based R.L. Polk & Co
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•
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Find a way to byte size your brand.
Enable consumers to trial your product via sample size
engagements or short term rentals.
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Takeaway #3
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Brands Doing It Well
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VitaCoco Social Sampling and
“Refer a Friend” Sampling
Ford’s Vehicle Integration into
Zipcar’s University Program
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Pretzel Crisps’ Social Sharing
Outreach
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Media On Demand.
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#4
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“It’s not online or offline. It’s online or asleep.”
– Brian Wong21 year old entrepreneur, co-founder Kiip
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Media On Demand
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By the time the class of 2016
graduates, over 91% of college students in the US will own a smartphone.
eMarketer, Aug 2012
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It’s no longer enough to just be target relevant.
Brands need to be consumer centric.
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Takeaway #4
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Brands Doing It Well
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PopChips’ Kiip In-App Advertising
Intel’s “The Creators Project”
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HP & Intel – “Tiesto: In the
Booth” Custom Content
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The Class of 2016: Four Key Truths
The College Bubble Has
Burst
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Byte Size Consumers
It’s All About Status
Media on Demand
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Thank You!
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Want this presentation? Email [email protected]