Understanding and Communicating with the Millennial Student

Presentation for Joint NC/SC ConferenceNovember 7, 2006

Asheville, NC

Gina Lucente-ColeAmerican Student Assistance

Presented by

AGENDA

Who are they?

What are their characteristics?

What are their expectations?

How can you meet their expectations?

How can you better communicate with them?

When You Were Born Affects:

VALUES (early years mold your values)

ATTITUDES (values shape your attitude)

CHOICES (attitude determine your choices)

The Generational Cycle

Represent people “moving through time” with a distinct image of themselves

Each generation has a set of common beliefs and behaviors

Each generation has a common location in history

COMMON GENERATIONS

GI/Veteran 1901 – 1924

Silent/Traditionalist 1925 – 1942

Baby Boomers 1943 - 1960

Generation X 1961 - 1981

Millennials 1982 - 2003

WHO are the MILLENIALS?

Children of late boomers and early GenXers

“Babies on Board” of the early Reagan years

“Have You Hugged Your Child Today” sixth graders of the early Clinton years

Teens of Columbine

What has SHAPED their times?

Focus on children and family Scheduled, structured livesMulticulturalismTerrorismHeroismPatriotismParent advocacyGlobalism

Growing Up “Messages”

Be smart – you are special (Nickelodeon, Baby Gap, Sports Illustrated for Kids)Leave no one behind (taught to be inclusive and tolerant of other religions and sexual orientations)

Connect 24/7 (learned to be interdependent-on family, friends, and teachers)

Achieve now! (right college, right preschool)

Serve your community – think of the greater good

MILLENIALS ARE

SPECIAL

SHELTERED

CONFIDENT

TEAM-ORIENTED

ACHIEVING

PRESSURED

CONVENTIONAL

MILLENIALS ARE SPECIAL

Generation of “wanted” children

Central to their parents’ sense of purpose

Many Boomer parents delayed having children until financially secure

MILLENIALS ARE SHELTERED

Baby on Board signs were created for this generation

Their well being has dominated legislation (child restraints, home products, movie/video ratings, campus security)

Boomer parents tend to be over-protective

MILLENIALS ARE CONFIDENT

Raised by parents believing in the importance of self-esteem

Optimistic yet practical

Hopeful of the future

Enjoy strong connections with their parents

MILLENIALS ARE TEAM-ORIENTED

They are used to being organized in teams

They have spent much of their time working and learning in groups

They have established tight peer bonds

They are inclusive

MILLENIALS ARE ACHIEVING

They are very much into setting and meeting goals

They have the benefit of best-educated parents

They are the smartest ever with rising proficiency in math, science and standardized tests

They are subject to mandatory testing

MILLENIALS ARE PRESSURED

They are pushed to study hard

They are pushed to succeed

They are pushed to attend college

They are pushed to choose careers that “pay off” nicely

MILLENIALS ARE CONVENTIONAL

They identify with their parents’ values

They feel close to their parents

They are “rule followers” (if we give them clear rules they can understand)

They accept authority

“Whatever” – passive approach to dissent

OTHER CHARACTERISTICS

Technology and Multitasking are a way of life

Trial and error is the key learning strategy (Nintendo logic)

They are used to bits and bytes, flash and color

They are racially and ethnically diverse

They want their parents involved (really involved)

There is zero tolerance for delays

Ways to Equip Yourself for the Millennial Student

WEB USAGE

Informational vs. Transactional

Our usage vs. Students’ usage

ONLINE HABITS AND BEHAVIOR

The younger the student, the more internet and computer savvy82% are online dailyAverage 12 hours per week

THE CLASS OF 2008 ~ Preferences

Information must be individually tailored

Portability of information is critical

Content must be dynamically generated

‘Lag Time’ is a foreign concept

Web Surfing is passé

WHAT CAN YOU DO WITH THIS INFORMATION?

Know your students

- trend watching; polls

Determine your solution

Can your web site compete?

- mobility, uniqueness, interactivity

1 - Mobility

Mobile Web Sites

Personal Digital Assistants (PDA)

- Palm

- Pocket PC

- Smart phones

2 - Uniqueness

Look no further than your own browser

Content delivery must be relevant

Yahoo & Amazon changed everything - for the better

3 - Interactivity

Interactive award letters

Interactive calculators and estimators

Interactive forms and electronic signatures

- http://www.formsite.com

Adobe Acrobat (.pdf) forms are not interactive

3 – Interactivity (cont’d)

Engage with technology – teach with content

Extend your customer service model (FAQs, email, phone, instant messaging)

Virtual Counseling Tools

- http://www.liveperson.com

- http://www.humanclick.com

What We Talked About

Comparison of Generations

Millennial Student Expectations

Understanding YOUR Students

Areas of concentration for web sites:

- Mobility, uniqueness, interactivity

American Student Assistance®

100 Cambridge Street, Suite 1600Boston, MA 02114

(800) 999-9080(617) 728-4265 F A X(800) 999-0923 T D D

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