posted nov. 20, 8:32 am 

 

COAUTHORED BY BRIAN JONES/PRES & CEO & MIKE ROBINSON/VP BRANDING & CREATIVE

 

Yesterday, most Christian colleges were doing it the same way. Produce glossy recruitment materials chocked full of canned campus photos, smiling students posed next to bearded professors, and typical sporting event “action shots.” Tout your list of majors and student clubs. Talk about chapel services and the University Singers. Tell where former graduates are now. Show off your athletic prowess and achievements. That was predictable. That was enough. That was yesterday... or at least it should be. 

 

Today’s student is very different. He’s a whole lot more savvy when it comes to communication. He’s not as interested in facts and figures—lists of features and benefits don’t “wow” her. That’s not what they’re after. What they really want is meaning. Today’s student wants to be inspired, to belong, to be a part of something that makes a difference -- that makes things better. What they want is what you already offer. But they need to be talked to differently. They need to hear that just like they are, you’re unique. 

 

The remainder of this white paper will focus on what makes their world so different. 

 

Corporate America has placed a bull’s eye on this generation from their birth. External forces and factors have shaped this generation more so than any previous generation. Product offerings have been created for every step and stage of their development. Their lifestyle has given birth to many cultural movements of the day -- social networking, texting, alternative sports, and energy drinks are just a few. This is a generation that can be both trend seekers and anti-establishment at the same time without being in conflict. Their awareness of cultural and spiritual issues is heightened by the amount of information they digest each day. They have a surface knowledge that goes well beyond that of previous generations, but their ability to organize, categorize and assimilate information is limited. They live their lives in front of each other with a visibility unimaginable to their parents. 

 

But this generation wants more. They’re searching for meaning. They’re formulating a worldview. They understand that spirituality is a key component to finding meaning, and they’re less inclined to believe their parents “religion.” They want to own it for themselves. Otherwise it’s, right click “move to trash.”

 

This is a very unique generation indeed. Relating to their world mandates that we thoroughly understand it.

+ Forever impacted by 9/11, Hurricane Katrina, Iraq War, Columbine, and Virginia Tech, presidential election of 2008, and now the mortgage/economic downturn of 2008.

+ World catastrophes have heightened their commitment and hands on involvement to humanitarian causes.

+ Social networking is essential to their existence and community. 76% belong to a MySpace/Facebook equivalent.

+ Wired… more so than any other generation. 97% own a computer, 94% own a cell phone, 60% own an iPod or media device, 76% use instant messaging services.

+ Corporate America spends billions annually through product development and marketing because of their savvy purchasing power as a new consumer group.

+ Known as the over stimulated generation because of their insatiable appetite for media and constant connectivity to their computer or cell phone.

+ Social networking sites have created an online journal of their daily experiences, which makes this generation the most outwardly expressive generation to date.

+ Overly saturated marketing and product creation has fueled their passion and loyalty for the anti-establishment or counter culture brands. Mac instead of PC, Indie music downloads instead of radio stations, alternative merchandising instead of mainstream brands.

+ Their empowerment as a generation has created a spirit of over achievement and a desire to truly change the world. Millenials have even watched their peers create highly successful business ventures as teenagers.

+ Everything is viewed as a larger than life experience. Media and marketing has created a sensationalized expectation through video games, reality shows, and products. 

+ Millennials are the most outwardly expressive generation and commonly see themselves as self-made brands.

 

This is a mere snapshot of what’s shaped the millennial generation. But, by truly understanding what’s defined them, we can authentically connect with their world and their expectations. We do know this generation can spot feeble attempts to speak their language and nothing is more intrusive and offensive to them than that. They’re skeptics. They’re finicky. And it’s not enough to communicate to them through safe, predictable methods. They expect way more than that.

 

 

In part 2 of 2 , “Today’s Students: Their World. Their Expectations” we’ll focus on their rooted expectations as prospective students of your Christian college.  (click here to read part 2)  

 

 

 

 

+

We know your world. Being a Christian college is who you choose to be. It makes you different and gives you meaning. It’s also a big part of who we are. We attended Christian universities and grad schools. We’ve conducted hundreds of focus groups on your campuses. We’ve created award winning campaigns for some of you. We’ve helped you tell your story more effectively. And we’ve learned a ton over the years. We also know in this struggling economy, it’s more important than ever to do it right, do it better, and do it smarter than ever before. We can help.

 

 

1.888.942.6608 or info@detailscom.com

 

 

 

+