Author: Geile/Leon

Top-5 Focus Points For Marketing Higher Education To Generation ‘Z’

Geile/Leon Marketing Communications

Top-5 Focus Points For Marketing Higher Education To Generation ‘Z’

Education

Now that the Gen Z generation is coming of age, let’s take look at some interesting facts that could help you better attract them to your campus.

1 – They Are Confused!

45% of Gen-Zers find the process of deciding where to go to college confusing, according to a recent Ologie study.

What makes this an interesting statistic is that Gen Z-ers thoroughly research products and offerings before making a decision. They are notoriously skeptical and will often fact check claims from brands and friends alike. It’s evidence that universities truly need to be able to walk the walk when they talk the talk, because if they don’t, Gen Z-ers will know about it. The main takeaway? Be transparent, unique and authentic in your messaging. It makes your University more trusted, and helps to distinguish it from the clutter of universities all confusingly saying the same thing.

2 – Text Message Them?

It’s no secret that Gen Z-ers are increasingly engaged with mobile devices – and advertisers are constantly finding new ways to reach their target through mobile advertising. But there’s a line, particularly when it comes to university outreach:  only 22% of Gen Z-ers consider text messaging an appropriate way to communicate with them. It’s best for universities to stick with alternative method of mobile communication, from Snapchat to mobile display ads and more.

3 – Ok, Let’s Snapchat!

Speaking of Snapchat, social media is continuing to rise in importance. According to marketingcharts.com, 47% of teens call Snapchat their favorite platform. But, don’t go putting all your eggs in one basket. Nearly 6 in 10 still say that Instagram is a better way to reach them, and a majority said that good old fashioned email is more viable than Snapchat to reach them. Consider Snapchat a good platform for brand awareness, but less important in your enrollment push.

4 – I Want Results…

Gen Z-ers, true to their skeptical nature, are more conscientious than any other generation about the “return on investment” when it comes to their degree. They appreciate the importance of a degree – 71% say that college is either very important or absolutely necessary – but they have witnessed the financial hardships of previous generations burdened by big student loan debts. They seek a good value from their education: only 11% are interested in a prestigious institution! This could quickly lead to a rise in Technical School enrollment, and even bring about a change in the role of community colleges. There’s a new opportunity for community colleges to more prominently assume the role of a starter school – giving students college credit for a good value before they finish their bachelor degrees at a four-year institution. In fact, 39% of Gen Z-ers are interested in exploring options outside the traditional four-year, on-campus college experience.

5 – …Especially If I’m Paying!

In-line with what we know about the importance of value is the importance of flexibility. 32% of Gen Z-ers say the financial burden of college will fall entirely on them, with 65% of them expecting to work full or part-time during their education. Financial aid can make a big difference, but so can offering a flexible schedule and curriculum that makes an education fit into their already-busy lives. Communicate with potential students your willingness to bend and adapt to make their education work. It makes a big difference!

So what’s the take-away?

Gen Z-ers are pragmatic, somewhat risk-averse people who respond to transparency in marketing and results in education. They are often well researched before you even make first contact. Your messaging should focus on the tangible benefits of your education – where will graduates be heading and at what cost. Be honest. The right students will find you.

Geile/Leon Marketing Communications is a brand-driven marketing agency based in St. Louis, Missouri that specializes in higher education marketing. If you’re looking to update your university’s branding or enrollment outreach, let’s chat.

Data sources:

https://ologie.com/gen-z/#

https://www.marketingcharts.com/demographics-and-audiences-80744

 

 

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Trending from G/L: Our St. Louis Favorites

Geile/Leon Marketing Communications

Trending from G/L: Our St. Louis Favorites

G/L Culture

Ask anyone from St. Louis where they went to high school, and they’ll have much to say about their alma mater, along with the ramblings of people they potentially knew at your school. Now ask them where to grab the best pizza (it’s undoubtedly in our neck of the woods) or which museum could keep their attention all day long, and they will have plenty to say about that, too.

But it looks as though St. Louis natives aren’t the only ones flocking to our favorite hangouts around the city.

This month, Vogue’s Dawn Sturmon wrote a travel piece about the 314, highlighting some choice local restaurants, companies, and activities for visitors to experience. She states that she’s called St. Louis home for the past 15 years, surrendering her dual-coast lifestyle for what she calls a “flyover city.” While that may be true, who better to ask for recommendations than people who were born and raised in the STL? (That would be us.)

Eats

First, in our neighborhood of The Hill, you will find the best Italian cuisine in the state. This Italian-American district takes pride in their ancestry, going as far as painting the colors of the Italian flag on it’s fire hydrants. In fact, it’s no surprise that a few baseball legends were from this area – Yogi Berra and Joe Garagiola (we are a baseball town, afterall). Gian-Tony’s Ristorante is a Geile/Leon favorite, where you can experience fresh Sicilian homemade recipes straight from their vegetable garden. If a modern take on classic dishes is more your speed, head to Lorenzo’s Trattoria, where their Northern Italian cuisine is the perfect blend of classic and modern tastes. While you’re in the neighborhood, don’t forget to grab an order of a St. Louis signature dish – the Toasted Ravioli.

Wanting to instead satisfy your carnivorous cravings? Head to Hi-Pointe Drive-In for the best burgers in St. Louis. Using locally sourced ingredients, their goal is to breath new aromas into the classic burgers and sandwiches that have been popular to the area for over 30 years.

Activities

If you’re looking for something to do while in town, another G/L favorite combines two of our favorite things – animals and beer. Head to the original home of President Ulysses S. Grant, which was purchased by the Busch family (of Anheuser-Busch) and turned into Grant’s Farm. This 80-acre animal rescue allows patrons to interact directly with exotic animals from six continents. Feed goats and participate in dolphin shows, and even visit with Anheuser-Busch’s famed Budweiser Clydesdales. Finish the trip with some brew at their beer garden. Best part? This place is free!

Drinks

While we have the beer lovers’ attention, we should definitely mention all of our amazing breweries around the city. Even if you’re not a beer connoisseur, you won’t be disappointed with the atmosphere of our favorite breweries. Free tours, delicious food, and fun tasting rooms provide a great place to enjoy the company you’re keeping while taking in the aroma of hops. Where we like to pop open a bottle: Urban Chestnut, Schlafly Bottleworks, Four Hands Brewery, Civil Life, Earthbound, and 2nd Shift Brewery (also in The Hill neighborhood).

Just like the Vogue article states, “the city’s urban hang-outs rival the cool magic of [Los Angeles and New York City].” Though none of us here at Geile/Leon can vouch for that statement, we are extremely proud of this city where we do our business.

Do you have a favorite in the STL? We’d love to hear about them. Share with us on social media!

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Trending from G/L: Do You Suffer From PAR-ENT-ING?

Geile/Leon Marketing Communications

Trending from G/L: Do You Suffer From PAR-ENT-ING?

Trending Now

Are you suffering from PAR-ENT-ING?

YouTube content creators from the channel The Dad, delivered a hilarious dose of parenting reality with their satirical video entitled, “Do You Suffer From PAR-ENT-ING?” The video pokes fun at cliché and contrived pharmaceutical industry ads, exaggerating parenting as a disorder that “affects 10 out of 10 parents” and often results in “sleep deprivation, headaches, thinning hair, extreme debt and loss of self-identity.” The video continues to offer parents relief via a prescription called AphukenbrakE, which has side effects that include, among others, a sigh of relief, decrease in blood pressure and hanging with the guys.

The Dad focuses its content on modern fatherhood, serving as a hub for comic relief, community and of course, plenty of dad jokes. The Dad does an excellent job of capturing the humor and the messiness of parenting in a way that’s relatable to parents – both mothers and fathers alike. So, given what we know about millennials and the content that they embrace, the success of channels like The Dad should come as no surprise.

Millennial parents gravitate towards content and brands that they view as authentic and honest, which in the case of YouTube channel The Dad is exactly how their portrayal of parenting can be described. Millennials want to see content that is relatable to their own parenting experiences. In fact, millennial parents feel better about parenting when they hear about other parent’s mishaps. Read more on marketing to millennial parents here.

Check out The Dad’s PAR-ENT-ING video below:

 

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Club Fitness Is Off To A Running Start In 2018

Geile/Leon Marketing Communications

Club Fitness Is Off To A Running Start In 2018

G/L Work

Our client, Club Fitness, has a New Year’s resolution that they’re sticking to and it’s paying off—they’re “The Right Fit for Every BODY.” Club Fitness is the regional fitness club where every BODY can join, feel comfortable and confident in their individual abilities and have access to all of the services and equipment they need to reach their personal goals—all at a great value. And, what a month they had in January—they surpassed their goals with an all time record month!

So how do we define every BODY to Club Fitness customers? It means Club Fitness fits:

  • Every budget
  • Every body type—no matter the shape or size, age or fitness level
  • Every schedule—24 locations near work or home
  • Every workout style—free weights, classes or cardio
  • Every individual’s goals—whether it’s better physical health, weight loss, mental/emotional break, sports training or competition

G/L used a combination of television and radio to bring the campaign to life, with the ultimate goal of driving better retention against current members and increasing Club Fitness’ new member base. The overall brand message encompassed the total value of being “The Right Fit for Every BODY.”

2017 was a great year for Club Fitness and they’re off to a record start in 2018. See more Club Fitness work here.

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The Big Game vs. The Big Picture

Geile/Leon Marketing Communications

The Big Game vs. The Big Picture

Advertising

Every industry has “their Super Bowl.” Some have conventions, others have awards shows, but for advertising professionals, our Super Bowl is, well, the Super Bowl. Each year, major brands pony up massive amounts of money for a 30-second spot during the big game, often launching new campaigns or products in the process. It’s the biggest stage for big ideas. But is it really worth it? And what’s it look like in the big picture of full-funnel marketing?

During this year’s Super Bowl, a 30-second spot cost up to $5.2 million. According to Digiday, that sum of money could also have bought:

  • 32 years’ worth of mobile video ads.
  • 33 social media games.
  • 4 weeks of Snapchat lenses.
  • 2 million more people reached on Facebook.
  • 2.6 billion Instagram impressions.
  • 2.6 million paid search clicks on Amazon.
  • 1.85 billion display ad impressions.
  • 8 posts from Selena Gomez.

In the past, perhaps the Super Bowl was worth the super spend. But today, advertisers don’t face the same limitations or challenges in creating a media plan that will reach their target audience. Marketing and media have evolved into a new, better era.

Instead of forking up millions of dollars to cast one big net and message trying to capture all of the various audiences watching the Super Bowl, a more diverse media spend allows you to tailor specific messages to specific audiences – and do it at every stage of the sales funnel for a fraction of the cost.

That’s what full-funnel marketing is all about. Reaching your different audiences with tailored messages through the mediums that they interact with the most. Every touch point has a different “specialization” in what audience they impact the most and in what kind of message will be most effective in progressing them through the next stage of the sales funnel. Why waste your dollars on marketing efforts that are anything less than as efficient as possible?

Look again at the Digiday list above. Imagine an integrated media approach that includes different messages, different mediums for different audiences at different stages of the sales funnel spread across all of those different purchase decision points over a length of time. Now, what sounds better? That? Or one 30-second spot that costs more and is aired one time?

If you’d prefer the first choice, you’re doing just Super. Get a free copy of the Full Funnel Marketing Guide here.

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Trending From G/L: Crock-Pot Is Innocent!

Geile/Leon Marketing Communications

Trending From G/L: Crock-Pot Is Innocent!

Trending Now

Warning: Spoilers ahead for season two of This Is Us.

After the heart-wrenching reveal of Jack Pearson’s anticipated death in last week’s episode of This Is Us, viewers learn that a Crock-Pot—err, slow cooker ignited the fire that consumed the Pearson’s house, ultimately leading to Jack’s fatal heart attack. What happened next, you would never expect.

Fans took to social media in anguish and shock that Crock-Pot could ever be the culprit of such tragedy. Could it be? Nope.

Due to an overwhelming amount of concern Crock-Pot was receiving from This Is Us fans, Crock-Pot had to address their role in the fictional storyline. In a hilarious, but totally serious statement, Crock-Pot responded:

Crock-Pot understands the concerns brought up by last night’s episode of This Is Us, and we too are heartbroken by the latest development in Jack’s storyline. However, it is important that our consumers understand and have confidence that all Crock-Pot slow cookers exceed all internal testing protocols and all applicable industry safety standards and regulations as verified by independent third-party testing labs. For nearly 50 years, with over 100 million Crock-Pots sold, we have never received any consumer complaints similar to the fictional events portrayed in last night’s episode. In fact, the safety and design of our product renders this type of event nearly impossible.

In the same statement, Crock-Pot asked NBC’s This Is Us to take some responsibility to inform the public regarding the product’s safety.

This Is Us delivered a brilliant response across all of its social platforms featuring Milo Ventimiglia seemingly making amends with Crock-Pot. See the video below:

 

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5 Social Media Trends to Consider For Your 2018 Strategy

Geile/Leon Marketing Communications

5 Social Media Trends to Consider For Your 2018 Strategy

Social Media

Last year, there was no shortage of surprises, new features and time in the national spotlight when it came to social media’s influence in politics. Cough, Russia. In 2018, we can expect to see the social media relationship between brands and consumers continue to evolve and affect the way we connect and engage with one another. Here are 5 social media trends to consider for your strategy in 2018:

Shifting Demographics

Brands need to be mindful of shifting demographics and behaviors among Millennials and Gen Z. At least 40% of Millennials already have children, and that rate will continue to climb throughout 2018. These monumental milestones mean major lifestyle changes for Millennials and major sales category shifts and opportunities for brands. We break down how to communicate with Millennial parents here.

As for Gen Z, according to a recent Goldman Sachs study, the young, influential generation is predicted to be a driving force both organizationally and economically. In fact, the oldest Gen Zers are now 22 years old and are beginning to enter the workforce, which in turn will increase their purchase power. As true digital natives, Gen Zers heavily rely on connectedness and communication through platforms including SnapChat, YouTube, Instagram, Facebook and WhatsApp. While 47% of Gen Zers say they love SnapChat, don’t throw all your resources into one platform. Gen Zers, much like Millennials respectively, gravitate towards authenticity and relevancy and prefer communicating on other platforms such as Instagram or email. More on communicating with Gen Z here.

AR/VR Advances

As AR and VR technology continues to advance and become more accessible, brands may consider adopting the technology into their social media strategy and overall marketing plans. While only a mere 8-11% of marketing professionals are utilizing the technology, up to 26% of marketers say they would like to incorporate the technology into their marketing strategy over the next few years, according to Business Insider.

Regulations and Governance

After a series of controversial discoveries of Russian meddling during the 2016 presidential election, both Facebook and Twitter have adopted new policies governing conduct on their platforms.

Just last month, Facebook announced that it intends to change the filter of the News Feed to emphasize more meaningful social interactions between friends and family—not publishers. As a result, users will see less public content, including news, video and posts from brands.

Additionally, Facebook will take a series of steps to bring Facebook ads to a higher level of transparency by allowing users to view ads a Page is running on Facebook, Instagram and Messenger — whether or not the person viewing is in the intended target audience for the ad, as well as increased requirements for authenticity from advertisers, particularly political advertisers.

Twitter announced it intends to launch an advertising transparency center that discloses information about all ads running on its platform. Additionally, it would ban Kremlin-funded, English-language media outlets RT and Sputnik from advertising on Twitter.

Chatbots

This year we can expect more brands to invest in chatbots, as well as AI and voice assistants. Chatbots will continue to enable brands to offer real-time assistance via messenger apps like WhatsApp, Messenger and Kik, in addition to providing a more personalized shopping experience on site. Gartner predicts that chatbots may handle 85% of all customer interactions by the year 2020.

Live Streaming

Considering Facebook’s recent News Feed announcement, brands will have to look to creative alternatives for organic page content such as live streaming. Good news for brands, according to Live Stream, 82% of audiences prefer live video to traditional, written posts. Additionally, users are likely to spend three times longer watching live video as opposed to pre-recorded. 

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Trending from G/L: Google’s “Year In Search”

Geile/Leon Marketing Communications

Trending from G/L: Google’s “Year In Search”

Trends

Google recently released its annual, “Year in Search,” which compiled lists of most trending search queries and topics over the course of the year. Top global searches (also broken down by individual country) for 2017 included Hurricane Irma, iPhone X,  prominent figures, widely reported elections, and popular memes.

Included with these top-ranking searches, and perhaps most striking, was Google’s powerful and emotionally-charged, “Year In Search,” short video. The video narrows in on the question we asked most in 2017, how? What begins as questions concerning fear and disaster, becomes questions of hope, healing, and moving forward.

All of the “how” searches in the video were searched at least 10 times more this year. “These questions show our shared desire to understand our experiences, to come to each other’s aid, and, ultimately, to move our world forward,” says Google, “Many of our trending questions centered around the tragedies and disasters that touched every corner of the world…In these moments and others, our collective humanity shined as we asked ‘how to help’ more than ever before.” See Google’s compelling, “Year In Search” short video below:

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God Save the ‘Zine! – Are Alumni Magazines A Thing Of the Past?

Geile/Leon Marketing Communications

God Save the ‘Zine! – Are Alumni Magazines A Thing Of the Past?

General

Is your University looking for a way to cut costs in the budget for branding, marketing and enrollment management? Most likely, the printed Alumni Magazine has been threatened with the chopping block a number of times. Your line of thinking probably goes as follows: What contact points have the most value for our marketing? What is the return on investment from twice-a-year print compared to other marketing materials? Print? Really? In today’s digital age?

While budgets are tight and every dollar spent is scrutinized, there may be reason to preserve the alumni magazine as a 3-D communications product. Based on our higher education work and that of our research partner, St. Louis-based Stakeholder Insights (http://stakeholderinsights.com/), here are some of your alumni magazine’s most important benefits:

  • Reinforce positive brand awareness to strengthen alumni connections. This can support enrollment marketing, boost volunteer recruitment and increase internship creation at alumni employers.
  • Update alumni on how their alma mater is remaining relevant today with stories about curriculum innovation, internship and study abroad opportunities as well as awards and call outs of notable accomplishments by current students and alumni.
  • Deliver annual giving reminders and serve as a recognition vehicle for donors at all levels.
  • Encourage recent graduates’ financial support and plant the seeds for bigger gifts and bequests in the future

These benefits still seem relevant and valuable today, but can they be delivered through a more cost-effective vehicle and/or process?

Consider asking your alumni what most matters to them in terms of alma mater news content and format. Most alumni are not professional graphic designers or content specialists, but they do know what they most like to learn about, why they want to stay connected to you, what activities reinforce their desire to stay connected and how they want to digest this information.

Designing communications market research involves thinking about:

  • Alumni segments (defined by date of graduation, major or professional school, where they live now, level of annual giving support now, etc.)
  • Alumni contact information (for what percentage do you have email addresses? Do the rest need to be sampled by phone or mail? Would local or multi-city focus groups over breakfast or lunch help assess sentiments?)
  • Alternative design formats and communication vehicles to preview that you might consider in place of the current magazine

Interested in discussing the present and future of your marketing communications? Ready to gain some valuable insight from your alumni? We’ve got the experience and the research you need – give us a call or drop us an email.

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Trending from G/L: Mars Commercials From Another Ad Planet

Geile/Leon Marketing Communications

Trending from G/L: Mars Commercials From Another Ad Planet

Creative

Bite Size Horror

The relationship between marketing and entertainment is a long and storied tale of product placements, sponsorships and the like. It’s made the journey from subtle positioning in the background of a movie scene to TV episodes in popular shows that center around a corporate product. And of course, has anything really come full circle until it authentically and hilariously parodies itself?

But Mars and Fox have combined to write the next chapter in the love story between brands and entertainment. Instead of finding ways to make their brands a part of consumer entertainment, Mars went ahead and skipped both the middle-man and the not-so-subtle product placement by just creating the consumer entertainment itself. And perhaps surprisingly to some, it doesn’t feel forced, branded or gimmicky.

While we would have loved to be in the meeting when the idea of a series of two-minute, branding-free videos was first proposed, “Bite size horror” is a great example of where brands and corporations are heading. It’s not about sneaking in some subtle marketing message – consumers are way too smart for that anyways – so much as it’s about simply saying what’s worth saying and making what’s worth making. Would we be talking about it if the videos weren’t worth it? The connection to the brand isn’t convoluted – bite size candy bars are like mini candy bars, these two-minute movies are like mini horror movies. And the rest is just about making something good and bringing cool projects to life. There’s not much more to it.

https://www.youtube.com/watch?v=_1olUV3BGvQ

Watch all of the Bite Size Horror Films here.

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