Programming for Twentysomethings

1981-1991

Heather Dimittheather@lern.org

www.linkedin.com/in/heatherdimittwww.facebook.com/heatheratlern

www.twitter.com/msheatherdwww.lern.org/conference/heather

Programs Tracking Ages

From What Generation Do You Have the Most Enrollment?

For Those Who Do Track

4%

34%

20%

17%

25%

For Those Who Do Track

Needs Assessment Timeline

Months before new program is offered

36 30 24 18 12 Event ----------------

Brainstorming

ResearchingData

SelectingOptions

ModellingQuantitativeResearch

Testing

MakingDecisions

Evaluation &On-goingResearch

Forty percent of twenty somethings move back home with their parents . --The New York Times Magazine, 8/18/2010

Family Matters

The 2010 census shows the median age at first marriage is now 26.7 for women and

28.7 for men--USA Today, 9/22/2011

Education

According to Reuters, 2/3 of recent graduates carry education loans averaging $24,000. Graduates from high-priced schools may have double or triple that amount of debt.

--reuters.com, 09/21/2011

About half of Millennial men and 60 percent of Millennial women older than 18 have at least some college education

--National Journal Magazine, 5/8/2010

EmploymentA Pew Research Report found that

unemployment is the highest it’s been in 30 years for 18-29 year olds.

--msnbc.com, 7/29/2010

The number of unemployed youth (16-24) in July 2011 was 4.1 million.--Bureau of Labor Statistics, 8/24/2011

“This week, the U.S. Census Bureau reported that one in three people, ages 20-29, can’t find work.”--examiner.com, 9/27/2010

Employment

Generational Comparison

A Quick Look

--USA Today, 2/2011

A Primed Market?

A National Institute of Mental Health study, which followed nearly 5,000 children found their brains were not fully mature until at least 25 (and it seems logical that it continues developing beyond that age). --The New York Times Magazine, 8/18/2010

“Emerging Adulthood”

Changes at the turn of the 21st century have laid the groundwork for a new stage between the ages of 18 and the late 20s.

• Need for more education for an information-based economy

• Fewer entry-level jobs• Less rush to marry because of the general acceptance of

premarital sex, cohabitation and birth control• Young women delaying child birth due to a range of career

options and access to assisted reproductive technology later in life.

--Jeffrey J. Arnett, The New York Times Magazine, 8/18/2010

Recreation/Enrichment• Faux Painting• Lampworking• Art & Wine Pairing*• Digital Photography*

• Smartphone Photography

• Piano by Ear• Guitar• Motorcycle Education*• Hand Gun Safety• Gardening• Sewing• Dog Obedience

• Foreign Language*• Sign Language• Creative Writing*• Excursions• Couponing• Personal Finance*• High End Cooking*• Chef lead classes• Wine tasting• Sushi• Cake Decorating

• Microbrewery

Hot Topics

Recreation/Enrichment• Adult Sport Leagues*

• Basketball• Sand Volleyball• Softball• Hockey• Soccer

• Pilates• Yoga*• PiYo*• Dance*

• Exotic• Hoop• Ballroom Dance• Tap• Hip-Hop• Salsa

• Zumba*• Martial Arts

• Capoeira• Aikido• Tai Chi*

• Kickboxing*• Cardio Boot Camp• Circuit Weight Training• Badminton• Kayaking• Sailing• Long Boarding• Snow Boarding• Hiking• Massage

Hot Topics

CPE & Workforce Training • Nursing/Nurse Refresher*• Ambulatory Care Nurse• Surgical Nurse• Geriatric Nurse• Mental Health Nurse• Surgical Technologist• Sterile Processing/Medical

Device Reprocessing• EKG Technician• Clinical Medical Assistant• CNA*• Phlebotomy*• Dental Assistant

• Pharmacy Technician*• Medical Coding &

Billing*• Health Information

Technology*• EMT/Paramedic• Firefighting• Personal Trainer• Therapeutic Massage*• Veterinary Assistant• Equine Care*• Serve Safe• Responsible Beverage

Service

Hot Topics

CPE & Workforce Training • Water & Waste Water

Technology.• NCCER Certifications• LEED• Construction Management.• HVAC*• Solar Panel Installation.• Solar Thermal Water

Heater Installation• Residential Energy Auditor

Training & Exam Prep• Home Inspection• Handyman• Mechatronics• Aviation Maintenance• Auto Collision

• Forklift Operator• CDL• Irrigation Technician• Certified Arborist• Sustainable Urban

Horticulturalist• Electrical Safety*• Electrical Apprenticeships*• Industrial Maintenance• MSSC-Production and Supply• Quality Control• Six Sigma• Lean Mastery

Hot Topics

CPE & Workforce Training • Leadership Development*• Coaching and Mentoring• Project Management

Professional• Bookkeeping/Accounting• Office Administration• HR/HR Management

(SHRM, PHR, SPHR)• Paralegal• Real Estate• Interior Design• Substitute Teaching• Teaching Nursing• Social Entrepreneurship

• Forensics—CSI• Wedding, Meeting & Event

Planners• Child Development• Writing for Online Media• Digital SLR Photography• MS Office Updates• Adobe Creative Suite• HTML/Web Designer*• CompTIA• CISCO• VMware• Network Security

Professional• BICSI

Hot Topics

What Else is Working?

ACT Prep LSAT Prep ESL Career Readiness

Certificate Customer Service

Training

Hot Topics

New Clients

New

P

rod

ucts

Current Clients

Exis

tin

g

Pro

du

cts

This is what you have now. You have existing products for

existing clients.

Here’s a good way to expand. Take

an existing product to a new

audience.

Here’s a good way to expand. Create a new product for

your existing clients.

Here’s a poor and risky choice. It is

extremely difficult to succeed by creating a new product for a new audience. Stay

away from this option.

Where to Expand

What Works for You?

Hot Topics

Programming Specifics

Which Day Draws More 20s Enrollment?

Primarily Serve Twentysomethings

Which Time Draws More 20s Enrollment?

Primarily Serve Twentysomethings

Instructional Design

“When it comes to learning, Generation Y do not simply hold preferences, but expectations.”--Carina Paine Schofield & Sue Honoré, The Ashridge Journal, Winter 2009-2010

This Has Changed Our World

As Learners

Expect brief, concise and instant information

Low threshold for boredom

Parallel processing

Visual, nonlinear and virtual

Doing Is More Important Than Knowing

Instructional Techniques

Remember their characteristics and interests:

Colorado State University’s Native Plant Identification field trip-based workshops

Join two popular topics, such as Columbia Area Career Center’s Dinner and a Haunt class.

St. Louis Community College’s Travel on Safari to Africa, a theater presentation of traveling through Kenya & Tanzania with a regionally inspired buffet

Classes That “Do”

What Else Should You Try?

Diversification in deliveryOffer online coursesDevelop virtual labs and simulationsCreate standard operating

procedure materials: job aids, check lists, cheat sheets, etc.

Develop smartphone applications

Professional Development Program Delivery Diversity

Conferences10% - 40%

Online10% - 25%

Certificates10% - 30%

Contract Training10% - 30%

Open Enrollment25% - 50%

Credit5% - 25%

Seminars10% - 30%

Events5% - 15%