Welcome to Target Zonta to a Diverse Audience Ellen Dolsen, Presenter Zonta Club of Pontiac- North Oakland

Common Ground vs. Generation Gap Write down the first thing that comes to mind when I say ….. 1. __________ 2. __________ 3. __________ 4. __________

Overview Framework of PR Four generations in the workplace Examine Gaps, Myths, Conflicts Establish Common Ground Draft Plan of Action

Four Generations Today Matures – 68 and older - Duty Baby Boomers -- 49 – 67 - Identity Generation Xers – 33 – 48 – Entrepreneurial Millennials – 22 - 32 - Community

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 know

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

Gen Xers – 33 - 48 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 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 -

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

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

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 careers

Gaps, Myths, Conflicts 11% fewer Gen Xers to fill seats Many Gen Xers are unprepared Gen Xers grew up with sophisticated TV advertising; learned to distrust the media Were first children to play video games Gen Xers value flexibility, work-life balance, autonomy

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

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

Planning Ahead What was surprising? What will you do more of? What will you do differently?

Steps to Success Action Plan–Page 12 Be wary of stereotyping Be aware of the differences Appreciate the strengths Manage differences effectively Develop a club-specific PR/Marketing Plan

Communication Plan Parallel Presence Superficial Contact-Initiation Phase Making Contact-Self-disclosure-Intensifying Phases Phase I - Points of Interest Phase II – Discovering Passions

Thank You Have fun targeting Zonta to a diverse audience!