Ellen Dolsen, Presenter Zonta Club of Pontiac- North Oakland

Welcome to Target Zonta to a Diverse Audience

Common Ground vs. Generation Gap

Write down the first thing that comes to mind when I say ….. 1. __________2. __________ 3. __________4. __________

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Overview

Framework of PR Four generations in the

workplace Examine Gaps, Myths,

Conflicts Establish Common Ground Draft Plan of Action

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Four Generations Today

Matures – 68 and older - DutyBaby Boomers -- 49 – 67 - IdentityGeneration Xers – 33 – 48 –

EntrepreneurialMillennials – 22 - 32 - Community

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Matures – 68 and older Core Values – Hard work; authority Perception of Work – Obligation Communication – Formal and written Key Motivators – Respect for

experience Education – A dream Family - Traditional; nuclear Best at – Duty first; reliable, steadfast;

eager to share what they know5

Baby Boomers – 49 - 67

Core Values – Loyalty Perception of Work – Opportunity Communication – Person to Person Key Motivators–Feeling valued,

needed Education – A birthright Family - Disintegrating Best at: Idealism, structure, process

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Gen Xers – 33 - 48

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Core Values – Work-life balance Perception of Work – Contractual Communication–Direct and immediate Key Motivators – Autonomy; have fun Education – A way to get there Family – Latch-key kids Best at – Independence,

entrepreneurialism unafraid of new things

Millennials – 22 - 32

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Core Values – Innovation and change Perception of Work – Means to an end Communication – Text and email Key Motivators – Collaborating with

bright, creative people; technology Education – An incredible expense Family – Merged, blended Best at – Technology, organized,

demanding, problem solvers

Small Group Activity #1

Form teams of 5/6 people Workbook – Page 2 – Instructions Read page 3, 4, 5 or 6 – Generation in a

Nutshell Write a Zonta Elevator Speech for one

generation as assigned Select a spokesperson to report out

- 10 minutes -9

Tips for a Marketing Plan

Show Matures how to take action in their own communities

Baby Boomers love options and change

Gen Xers need to feed appetite for information and learning

Millennials want it all

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Baby Boomer Women and Cause Marketing

Stories of real people will trump the latest gadget for women

Women are ensemble players; think “we” not “me”

See themselves first as members of a community

Driven by empathy Interested in belonging

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Why Older Donors Matter

Seniors 65+ will grow to 1 in 5 by 2030 People 50 and over make up 24 % of

US population As of 2012 53% of US adults 65 + use

the internet or email 49% of seniors who are online in 2012

have Facebook accounts

Gaps, Myths, Conflicts Matures are accustomed to top-down

approach to management Baby Boomers are exiting the

workforce Baby Boomer generation uses work as

a way to prove their worthiness. Rock ‘n Roll--Beatles, Rolling Stones,

Abba were all the rage for Boomers Boomers have had to compete every

step of their careers13

Gaps, Myths, Conflicts 11% fewer Gen Xers to fill seats Many Gen Xers are unprepared Gen Xers grew up with sophisticated

TVadvertising; learned to distrust the media

Were first children to play video games

Gen Xers value flexibility, work-life balance, autonomy14

Gaps, Myths, Conflicts

Millennials are goal and achievement oriented; ambitious

Millennials are still too young They are citizens of the world Millennials have been pampered; they

are used to being the center of attention

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Small Group Activity #2 Marketing Idea – 10 mins. Remain in the same Small Group with

the same generation assignment Workbook – Page 8 – Instructions Read generation-specific reference

material on either pages 9, 10, or 11 Answer 5 questions on Page 8 Design one idea from “A through F”

on Page 8

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Planning Ahead

What was surprising?

What will you do more of?

What will you do differently?

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Steps to Success Action Plan–Page 12

1. Be wary of stereotyping2. Be aware of the differences3. Appreciate the strengths4. Manage differences

effectively5. Develop a club-specific

PR/Marketing Plan18

Communication PlanParallel PresenceSuperficial Contact-Initiation

PhaseMaking Contact-Self-disclosure-

Intensifying PhasesPhase I - Points of InterestPhase II – Discovering Passions

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Have fun targeting Zonta to a diverse audience!

Thank You