APLU Summit at Penn State Cynthia Hall Presentation

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


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


• High interest in the medical field for availability of jobs


• 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 the Web

Online

In the Mail

APLU Summit at Penn State Cynthia Hall Presentation

Education

Transcript of APLU Summit at Penn State Cynthia Hall Presentation