If you know a little bit about our agency, you’ll know that several of our past campaigns have been with post-secondary institutions – and many of these campaigns have been aimed at recruiting high school students. In the past, high school students were Gen Y’s/Millenials, but now, the under 18′s are tentatively labelled Generation Z, and post-secondary institutions need to take note.
Gen Z is different than Gen Y, and this blog post is going to tell you all about them, and what you should be doing to attract them.
Branding can be an arduous, soul-searching, and highly philosophical process. And although it’s a process filled with seemingly subjective decisions, we’ve noticed that companies that have a strong idea of their vision, mission, and values, tend to be able to build stronger brands.
Earlier this year, our friend Linda enlisted us with the task to develop her new consultancy’s brand from the ground-up. It was a heady task, but because she had such strongly defined vision, mission, and values (VMVs), we were able to tackle it with a very clear approach.
I don’t know why I’m always hesitant when going to big conferences like the BCAMA Vision 2014 one a couple weeks ago. I guess it’s the fact that they’re usually full-day conferences that can be draining on the body and mind, but I usually end up leaving inspired by some great advice and new ideas.
This conference was definitely no different. Here are some things I learned about at the conference that is hopefully of help to you as well.
A couple of weeks ago, I saw Seth Godin speak at the well-known Art of Marketing event in Vancouver. During his talk, he reinforced what was said in his book: Tribes: We Need You To Lead Us. The talk got me thinking about some work we did for a client last year, Vancouver Island University (to save me some time typing, I’ll refer to them as VIU from now on).
The campaign targeted the local community, and the overarching goal was to increase the overall brand equity for the University. After some deliberation, we pursued the idea of building a following (we didn’t call it a tribe yet) from their target demographic – students from Generation Z. However, we didn’t just focus on the general student population within that age group, we defined the values and benefits that the University provided, and gave students who were like VIU the opportunity to join the brand, not just choose it.
Below are some key facets in building a tribe for your own organization:
Recently, we worked with the College of Opticians of Alberta and the College of Opticians of British Columbia to improve their communication activities with their members. It’s an important, but tricky game; you have to be empathetic to your audience in order to ensure they are actually processing the content you’re delivering. Otherwise, you’re merely forgotten among a hundred other messages they’re receiving on a daily basis.
A couple weeks ago, I was lucky enough to attend the popular Art of Marketing event. There was a great lineup of speakers, but I was especially excited to listen to insightful Seth Godin. And he didn’t disappoint. Below are some of the key points he laid out for the Vancouver audience.
Why is it important to have intergenerational appeal?
There’s been a common trend of transitioning from mass to niche marketing tactics – specifically targeting age groups (just try googling “Gen Y Marketing” and witness the plethora of results). Niche marketing is a great way to bite off a larger piece of the pie when you have strong competitors in a market, but the ideal strategy for long-term growth is a little more complicated than that. You have to “niche” without segregating other demographics – you have to find a message that resonates to the core of your target demo, without alienating others. The key is having marketing with intergenerational appeal.
Here are some key benefits and points of marketing with intergenerational appeal:
Ha-ware-ya fellow reader? It’s a great day because it’s Saint Patrick’s Day! So tell us, what do ye think about our countdown of the top 5 ad campaigns from alcoholic beverages? Okay, okay, you’re right, let’s put the kibosh on this Irish accent and let this countdown begin!
Various speakers were featured to provide their thoughts on the inevitable and complex link between Human Resources and Communications. Tammy was one of the individuals invited to speak, and we’ve recorded the 8 minute presentation below. Enjoy!
We’re seeing it everywhere; brands that embody traces of our tradition and history are disappearing because they can’t seem to get the new generations engaged with them. ”New” is taking over “old” and even though it isn’t anyone’s outright desire for tradition and history to disappear, they do because they haven’t figured out how to stay relevant.
If only, if only, if only we could get the right people engaged again.