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Programming for Unique Audiences: Engaging Youth and

Millennials; Urban Neighborhoods & Main Streets

Adaptations of the

First Impressions Program

July 23, 2015

10:00 – 11:30 AM

Presented by:Geoff Sewake, Community & Economic Development Field Specialist, University of New Hampshire Cooperative Extension

Neil Klemme, 4-H Youth Development Educator, Iron County, University of Wisconsin ExtensionMyra Moss, Associate Professor and Extension Educator, Ohio State University Extension

Ann Wied, Consumer Horticulture Educator/Community Development Educator, Waukesha County, University of Wisconsin Extension

This webinar was made possible through a partnership grant from the North East Center for Rural Development.

+Today’s Presenters

Geoffrey SewakeCommunity & Economic Development Field SpecialistGrafton County OfficeUniversity of New Hampshire Cooperative ExtensionGeoffrey.Sewake@unh.edu(603) 787-6944

Neil Klemme4-H Youth Development EducatorIron County – UW Extension Neil.Klemme@ces.uwex.edu(715) 561-2695

Myra MossAssociate Professor & Extension EducatorCollege of Food, Agricultural and Environmental SciencesOhio State University Extension – Community DevelopmentMoss.63@osu.edu(740) 607-5177

Ann WiedConsumer Horticulture Educator/Community Development Educator Waukesha County – UW ExtensionAnn.Wied@ces.uwex.edu(262) 548-7775

+Today’s Agenda

Programing for Unique Populations

Millennials

Youth

Programing for Unique Places

Main Streets

Urban Neighborhoods

Discussion and Q&A

+Upcoming Webinars in this Series

Wed, June 24: 10-11:30 am/EST Adaptations of the First impressions Program: Tourism Destinations, Small Communities, Main Streets, Urban Neighborhoods

Thursday, July 23: 10-11:30 am ESTAdaptations of the First Impressions Program for unique audiences: Engaging youth and millennials

Wed, August 19: 10-11:30 am EST Evaluating the Effectiveness of the First Impressions Program in the Northeast: A Discussion of Scholarship

+

Best Practices for Engaging Millennials

Geoffrey Sewake

+Background

Great read on best practices for engaging millennials in extension programming:

Andrews, K. & Lockett, L., “Improving Generation Y Volunteerism in Extension Programs, Journal of Extension”, Vol. 51, No. 2, 2IAW5, (April 2013).

Do true generational differences actually exist?

Life-cycle vs. true generational differences.

Area of study ripe for additional data and analysis.

+Engage Your Audience

Engaging an audience necessitates an understanding of the audience’s values and practices.

Recognize, respect and understand:

Culture;

History; and

Socio-Economic Factors.

+Hallmarks of the Millennial Generation, pt.1

Technology

Personal computing began in 1977 with the introduction of the Commodore & the Apple II.

The first commercial use of the internet began in 1978 with CompuServe (known then as MicroNET), Prodigy in 1984, and America Online (AOL) in 1990.

The mid-90’s and early 2000’s saw the birth of online social networking, in 1995 Classmates.com was created, Wikipedia in 2001, LinkedIn, MySpace, Flickr in 2003, followed by Facebook in 2004, and Twitter in 2006.

+Hallmarks of the Millennial Generation, pt.2

Information

In the mid to late 90’s commercially available web search engines came onto the market with Webcrawler, Go, Lycos and Infoseek in 1994, AltaVista in 1995, and Google in 1998.

In 2001, Wikipedia comes online.

From 1994 to 1998, the National Science Foundation, DARPA and NASA, fund the first digital library projects.

+Pathway to Millennials

Volunteerism

Meaningful Engagement

Time Commitment Sensitive / Efficient

Teamwork, Ownership & Support

Social Impact & Personal Benefit

Communication & Other Opportunities

Social Media & Technology

+Works Cited

1. Andrews, K. & Lockett, L., “Improving Generation Y Volunteerism in Extension Programs, Journal of Extension”, Vol. 51, No. 2, 2IAW5, (April 2013).

2. Ashton, C., Galloway, R., Bourdeau, V., “Can Blogging Benefit Staff & Youth in 4-H Camp Programs?”, Vol. 48, No. 4, 4IAW6, (August 2010).

3. Hobbs, B., “Diversifying the Volunteer Base: Latinos and Volunteerism”, Vol. 39, No. 4, 4FEA1, (August 2001).

4. IBM Institute for Business Value, “Myths, exaggerations and uncomfortable truths: The real story behind Millennials in the workplace”, (2015).

5. Pew Research Center, “Cell Phone and Smartphone Ownership Demographics”, accessed July 22, 2015, http://www.pewinternet.org/data-trend/mobile/cell-phone-and-smartphone-ownership-demographics/, (2014).

6. Pew Research Center, “Internet User Demographics”, accessed July 22, 2015, http://www.pewinternet.org/data-trend/internet-use/latest-stats/, (2014).

7. Pew Research Center, “Social Media User Demographics”, accessed July 22, 2015, http://www.pewinternet.org/data-trend/social-media/social-media-user-demographics/, (2014).

+Works Cited, pt.2

8. Twenge, J., Campbell, W.K., Freeman, E., “Generational Differences in Young Adults’ Life Goals, Concern for Others, and Civic Orientation, 1966-2009”, Journal of Personality and Social Psychology, Vo. 102, No. 5, 1045-1062, (2012).

9. Vettern, R., Hall, T., Schmidt, M., “Understanding What Rocks Their World: Motivating Factors of Rural Volunteers”, Vol. 47, No. 6, 6FEA3, (December 2009).

10. West, P., Fuhrman, N., Morgan, A.C., Duncan, D., “Using Digital Classrooms to Conduct 4-H Club Meetings”, Vol. 50, No. 6, 6IAW3, (December 2012).

11. Winchester, B., “Rewriting the Rural Narrative: The Demand for Leadership in Rural America”, PowerPoint Presentation, (July 16, 2015).

+Recommended Reading, pt.1

1. Balda, J.B., Mora, F., “Adapting Leadership Theory and Practice for the Networked, Millennial Generation”, Journal of Leadership Studies, Vol. 5, No. 3, (2011).

2. Culp, K., “Sustaining Members, Volunteers, and Leaders in Community Organizations”, Journal of Extension, Vol. 51, No. 2, 2TOT6, (April 2013).

3. Deloitte, “Ming the gaps: The 2015 Deloitte Millennial survey”, (2015).

4. Elite Daily, “Millennial Consumer Trends”, (2015).

5. Executive Office of the President of the United States, The Council of Economic Advisors, “15 Economic Facts About Millennials”, (October 2014).

6. Gilbert, J., “The Millennials: A new generations of employees, a new set of engagement policies”, Ivey Business Journal, Vol. 75, No. 5, 26-29, (2011).

7. Gilman, H.R., “How Millennials’ Use of Social Networks Explains Their Politics”, Tech Tank at Brookings, accessed July 1, 2015, http://www.brookings,edu/blogs/techtank/posts/2014/11/24-politics-social-networks-millennials, (November 24, 2014).

+ Recommended Reading, pt.2

8. Myers, K., Sadaghiani K., “Millennials in the Workplace: A Communication Perspective on Millennials’ Organizational Relationships and Performance”, Journal of Business Psychology, Vol.25, 225-238 (2010).

9. National Chamber Foundation, U.S. Chamber of Commerce, “The Millennial Generation: Research Review”, (2012).

10.National Conference on Citizenship, Mobilize.org, Circle, Center for Information and Research on Civic Learning and Engagement, Harvard University Institute of Politics, “Millennials Civic Health Index”, (February 2013).

11.Northern Trust, “The Next Generation of Philanthropy: Hands-on Impact”, accessed June 29, 2015, https://wealth.northerntrust.com/wealth-management/the-next-generation-of-philanthropy-hands-on-impact, (February 2015).

12.Oxford Economics, “Workforce 2020: The Looming Talent Crisis”, (2014).

13.Pailin, M., Ferguson, R., Jost, N., Fallu, J-M., “Motivating millennials to engage in charitable causes through social media”, Journal of Service Management, Vol. 25, No. 3, 334-348, (2014).

14.Penny, S., “Voices of the Future: Leadership for the 21st Century”, Journal of Leadership Studies, Vol. 5, No. 3, (2011).

+Recommended Reading, pt.3

15.Pew Research Center, “Millennials: A Portrait of Generation Next”, (February 2010).

16.Pinder-Grover, T., Groscurth, C., “Principles for Teaching the Millennial Generation: Innovative Practices of U-M Faculty”, CRLT Occasional Papers, Center for Research on Learning, University of Michigan, No. 26, (2009).

17.PricewaterhouseCoopers, “Millennials at work: Reshaping the workplace”, (2011).

18.Singer, P.W., Messera, H., Orino, B., “D.C.’s New Guard: What Does the Next Generation of American Leaders Think?”, Foreign Policy at Brookings, (February 2011).

19.Twenge, J., Campbell, S., Hoffman, B., Lance, C., “Generational Differences in Work Values: Leisure and Extrinsic Values Increasing, Social and Intrinsic Values Decreasing”, Journal of Management, Vol. 36, No. 5, 1117-1142, (September 2010).

20.Winograd, M., Hais, M., “How Millennials Could Upend Wall Street and Corporate America”, Governance Studies at Brookings, (May 2014).

+Thanks for Listening

Geoffrey Sewake

Community & Economic Development Field Specialist

University of New Hampshire Cooperative Extension

Grafton County Office

Geoffrey.Sewake@unh.edu

(603) 787-6944

Add me to your LinkedIn

extension.unh.edu

UNH Cooperative Extension is an equal opportunity educator and employer. UNH, U.S. Department of

Agriculture and N.H. counties cooperating.

+

Youth First Impression

Youth Engaged in Community Development Projects

Neil Klemme

+Amery/Hurley Exchange 2013

• Hurley Team, 6 youth and 2 adults

• Amery Team, 2 youth and 6 adults

• Hurley Team returned to Amery in October to present report to local leaders

• Amery Created an Action Plan from the results

• Amery presented report in writing

+Youth First Impressions

Best practices when programming for youth.

Youth Protection Policies

Training Materials

Talking Points to Support Engaging Youth

Updated Version with a more youth focused perspective

Qualtrics Survey accessible by tablet and smartphone.

Project Coordinator Guide Survey

+Intended Outcomes

Provides additional perspectives to community development efforts

Stronger connections built with local youth

Fully involved citizenry

Youth develop sense of place & connection to community and community assets

Create a sense of Belonging

Deeper understanding of community challenges and assets

Impact on Community Impact on Youth

+Estimated Cost for YFI ExchangeCost will vary depending on length of trip, distance between communities, cost of living…..

Figures for Hurley/Weyauwega

Hotel rooms @$70.00 = $700.00

Mileages 768 @ $0.51 = $392.00

5 Meals at state rates for 10 people = $1360.00

Total = $2452.00

Figures for Hurley/Montello

Hotel rooms @$70.00 = $700.00

Mileages 840 @ $0.51 = $430.00

5 Meals at state rates for 10 people = $1360.00

Total = $2490.00

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Upcoming Youth First Impression ActivitiesGroup Youth Training – June

Community Exchanges

Hurley – Weyauwega

Mercer – Montello

Add your community

+

Main Street First ImpressionsFirst Impressions for Downtown Areas:

Ohio State University Extension Model

Myra Moss

+Ohio State University Extension First

Impressions

Traditional Model

Tourism Corridor/Byway

Main Street

+What we will cover…

How and why Main Street First Impressions was developed

Purpose of Program

Similarities and differences from traditional First Impressions

Unique features

Take Aways

+How and Why Program was Developed

Realization of need

Developed program in partnership with Heritage Ohio, Inc.

Heritage Ohio manages program with support from OSU Extension

+Purpose of Main Street First Impressions

Adapt First Impressions model to target downtowns/main streets to:

Address specific features of successful downtowns

Evaluate success of development initiatives

Create an enhanced image to outside world

Focus development efforts

+Similarities to Traditional First Impressions

Two Main Streets are paired

Volunteer visitation teams are peer-to-peer

Visit conducted anonymously

Survey completed by team members

Results presented to each community

+ Differences from Traditional First Impressions

Management entity and involvement

Preparation for visit important

Survey targeted to Main Street needs

Geographic scope - Main Street and adjacent areas

Business mix

Customer service

Preparation before visit

+Unique Features

Ability to add up to three locally developed questions

Return trip questionnaire

+Take Aways

Message intended to send is often not the message that is sent

Customer Service training important

Signage and wayfinding often overlooked

Program needs to be marketed and promoted

Evaluation of long-term results important

+For further information:

Myra Moss, Extension Educator and Associate Professor

Ohio State University Extension Community Development

Ph: 740-607-5177 Email: moss.63@osu.edu

First Impressions Web Site:

http://comdev.osu.edu/programs/economic-development/first-impressions

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First Impressions: Urban Neighborhood Model

Ann Wied

+First Impressions Urban Neighborhood Model

• Two neighborhoods:Havenwoods – located in MilwaukeeTower Hill – located in Waukesha (suburb of Milwaukee)

+Havenwoods

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Prior to arrival they expected…

Large homes

Lots of shopping

Suburban setting

After five minutes they noted…

Small quaint homes

Well kept yards

Clean streets

Very quiet

Both neighborhood groups felt that the two neighborhoods were surprisingly

similar.

Havenwoods

+Most Outstanding Features

• Converted water tower house

• Pocket park with little free library

• Neat clean yards – lots of flowers

• Very peaceful and neighborhood pride

• Great recreational facilities

• Hospital for jobs

• Skateboard Park

• Need more for seniors (yard help, senior center)

• Lacking diversity of ethnicity and age• Limited hours of public transportation• Signage (which Tower Hill is working

on.)

Needs that Stood Out

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Highlights of participating:

Coming together to actually meet each other and discuss findings was a highlight.

The whole experience gave residents a broader perspective on what is possible in their own neighborhood.

Havenwoods

Tower Hill

On their visit to Havenwoods …

Most memorable:

State Forest, signage, tree-lined streets, quiet residential streets, and the people

+Tower Hill

Ideas that Tower Hill Residents will borrow from Havenwoods …

• Striping on road for bike lanes and center lanes

• Signs on light poles for neighborhood name.

• Value tree-lined streets. Plant more trees?

+ What Tower Hill Residents learned

from their visit that has changed their

impression of their neighborhood.

We need to keep neighborhood geographical areas small and manageable.

Maintenance of both yards – landscape and buildings has a huge visual impact on first impressions.

+Evaluation Results

Question:

What aspects of this program had the greatest impact/value for you?

Top answers:

• Visiting another neighborhood in person.

• Discovering new ideas of things we could apply in our neighborhood

+Evaluation –

Comment

“While I do not think the two neighborhoods were evenly matched up on a few levels, by looking at another neighborhood with a critical eye, it made me re-evaluate my perceived negatives of our own neighborhood. Simply put, it opened my eyes to more of the positive aspects of our neighborhood that I overlook. – very worthwhile program.”

+Contact Us…

Geoffrey SewakeCommunity & Economic Development Field SpecialistGrafton County OfficeUniversity of New Hampshire Cooperative ExtensionGeoffrey.Sewake@unh.edu(603) 787-6944

Neil Klemme4-H Youth Development EducatorIron County – UW Extension Neil.Klemme@ces.uwex.edu(715) 561-2695

Myra MossAssociate Professor & Extension EducatorCollege of Food, Agricultural and Environmental SciencesOhio State University Extension – Community DevelopmentMoss.63@osu.edu(740) 607-5177

Ann WiedConsumer Horticulture Educator/Community Development Educator Waukesha County – UW ExtensionAnn.Wied@ces.uwex.edu(262) 548-7775