The Boomers are Coming! Are You Ready? Mary Staackmann, Director of Lifelong Learning

The Boomers are Coming! Are YOU Ready?

Generations Silent Generation million Boomer million Gen X million Millennials million

What’s a “Generation”? Generational Cohort Members of a generation are linked by experiences shared during their formative years. These shared experiences contribute to the creation of shared values, attitudes, and behaviors.

Generational Influences The Yankelovich Report on Generational Marketing: Reaching America's Three Consumer Generations, Cohort Experience Life-Stage Current Conditions Preferences Values Working Marketplace Behaviors Learning

Silent Generation: Our Current Customer Born million Wealthiest generation Experiences & Events: Depression WWII GI Bill Cold War McCarthyism Korean War Values include: Conformity & Conservatism Discipline & Hard Work Conformity to authority Traditional family values Patriotic & Loyal Team Players and “Joiners”

Baby Boomers: Our New Customer Born 1946 –1964 in a spike of births after WWII Largest generation at 76 million Grew up in era of Civil Rights and other social movements, the Cold War, and great economic prosperity Had significant huge impact on every lifestage they moved through Let’s look at their generational influences…

BUT… Not all Boomers are the Same Leading Edge Boomers Young childhood in post-war culture of affluence and optimism. Share the galvanizing experience of the Vietnam War and cultural revolution, and protest movements Impassioned idealists and social activists Empty nesters Starting to retire or nearing end of primary career Trailing Edge Boomers Share the malaise of the Carter Administration, high interest rates, extreme economic competition, “No Nukes” “The world is my oyster” and 1980s materialism Sandwich generation as many still raising families and older parents

Boomer Generational Influences Historic Events and Experiences Cold War Polio Vaccine Walk on the Moon Assassinations of JFK, RFK, MLK Vietnam War Civil Rights, Women’s, and Environmental Movements Watergate and Nixon Resignation Woodstock Great Society Grew up in a time of great economic prosperity

Daily Life and Societal Influences Family & children focused, Dr. Spock Suburbia Consumer oriented Church & Civic organization membership Science Modern TV Overcrowded schools Protests and sit-ins Rock and Roll Self-discovery Boomer Generational Influences

Boomer Values Optimistic and Confident Individualism Individual choice and freedom Free spirited and free spending Experimentation Flexibility and Control Community Involvement Health and wellness Balance Work, Work, WORK Personal Growth and Self Discovery Sense of entitlement and privilege Rule breakers and distrust of authority Social Cause/Activism oriented Moral principles of social justice and “Fight to Make it Right” “Deserve the Best”

Boomers Growing Older Moving from the hectic middle years into the lengthy new chapter that now precedes “old age,” contemplating 20+ years of health and engagement Creating a lifestage that has no name, no clear role in society, yet vast possibilities - that is why we are struggling Looking to expand the spectrum of experiences to which they look for enhancement of life satisfaction They will never be “seniors” … will they want what we offer?

Senior Centers and Boomers Generation turnover starting within the lifestage we serve  Oldest boomers are turning 69 and the youngest is 50  By 2025 – 10 years from now – the oldest boomers will be 79 and the youngest will be 61, squarely in retirement and the lifestage we serve.  10 years of big transition ahead of us  Senior Centers will be serving two very different generations at the same time  Customize experiences for Boomers AND continue to serve current customer What do we offer (programs and services) and how do we get Boomer to come (marketing message)?

Preparation: Getting to know Boomers

What Boomers want in Education, Social, and Recreational programs will likely be similar, but how we deliver it will shift to accommodate this generations values, aspirations, and expectations. Get to know your Boomer market: Survey Research Testing

Preparing for Boomers Evaluate the Center’s Culture and Environment No bureaucracy or government agency feel to it = Keep it Simple Registration procedures and policies = Keep it Simple Treat people as customers, not clients Welcoming, updated atmosphere Convey image of high quality, “the best”

Evaluate the Center’s Amenities and Services High quality customer service a MUST Building, furnishings, equipment - updated and in good condition Superior staff and instructors Service-rich environment “One stop shopping” for convenience Fitness Wellness spa Shop Preparing for Boomers Classes Food service Social space

Align Programs to Aspirations and Values Meaningful Purpose Connectedness with others by developing and maintaining strong relationships Preservation of Well-Being Learning for Pleasure, Personal Growth, and Improving Skills Self Expression to Achieve Vibrant Physical and Mental Self Simpler, Balanced Life Convenience and Flexibility Maintain independence Programming for Boomers

Evaluate Program Format and Delivery Method Flexibility hours, policies Experiential, hand-on learning Opportunities to contribute Variety and selection Progressive and Innovative Format - Classroom, Online, or Hybrid Price – Boomers value quality over cost Information channels

Marketing to Boomers Connect with core values that are ageless and target specific age groups through media selection, images, and message. Market affectively, appeal to emotions, values and aspirations. Position your product/service as a gateway to meaningful experiences and aspirations. Images and copy should reflect who the customer wants to be, not who they are. Narrative copy works well. Avoid hyperbole!!

Marketing to Boomers Most important – DO NOT target age Focus on the message: Service and quality Experiences Engaged learning Convenience & Flexibility Aspirations

NSSC’s Preparation Research Surveys and focus groups Strategic Plan process Name change ?? Refresh marketing materials and plan Infrastructure, technology, and procedures updates Review and update program selection, formats, schedules, and delivery methods

NSSC’s Preparation - Surveys 2014 Survey 3500 surveys sent out via to adults ages in 10 surrounding suburbs Questions about interests in program, current activity, plans for the future, and demographic data 2015 Follow-up Survey 5000 surveys to be sent out via at the end of September Focus on Lifelong Learning with more in-depth questions about program preferences, such as topic, timing, format, and delivery method

NSSC’s Preparation: Programs Test new program formats, schedules, and delivery methods Saturday Seminars Online Classes Outdoor adventure Life-planning seminars

NSSC’s Preparation: Marketing

NSSC’s Preparation: Services Implemented a new enrollment management system to a web-based system that provides:  Much better online presence  Online registration  Improved electronic communication Reviewing services and amenities in our building  Focus in expanding and improving front-line customer service  Long-term plan to physically expand facility

Mary Staackmann Director of Lifelong Learning North Shore Senior Center Thank you !