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Talking with Teens
Cynthia Hall, Ph.D.June 21, 2010
2010 APLU Summit
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Key Concepts
• Peer Influencers
• Take Diversity for Granted
• Expect Options
• Marketing Savvy
• Advertising as Entertainment
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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
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Making Connections…Teens care about connecting with
the world around them
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Impact of the Economy
• 59% of teens cite the economy as their top issue of concern
Source: YouthBeat®, C&R Research
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Advertising Expectations…
• Immediate gratification
• Communicate in sound bytes
• Interactive
• Expect life to be fun, easy, colorful
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“Talking” to Teens…
• Engage (build excitement)
• Entertain and stimulate
• Inform and connect on an emotional level
• Use music
Source: Teen Motivators Workshop
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Teens respond tobrand experienceover product sell.
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Annual Teen Poll
• Awareness and reputation
• Images and characteristics
• Awareness of advertising
• Effectiveness and receptivity
• Sources of information
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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
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High school seniors report increases in their use of a
variety of sources of information
about college.
*
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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…
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High school seniors
are worried about paying for
college.
*
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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?
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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%
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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
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Focus Group Testing
Objective: To test technical and
conceptual elements of campaign
materials Audience: College-bound PA high
school juniors
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Teens and the Economy…
• Growing concern from teens over the impact of the economy and the cost of college
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Teens and the Economy…
• Price is an increasingly important point of discussion between parents and teens
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Teens and the Economy…
• High interest in the medical field for availability of jobs
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Teens and the Economy…
• Teens are worried about getting a job after they graduate from college
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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
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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 . . .
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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
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• 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…
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Campaign Materials
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On TV
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On TV
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On the Web
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Online
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Online
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In the Mail
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