1. Life Stage Marketing
Progress Report: Fall 2007

2. Agenda Brief review of Life Stage Strategy Review of research
Future implications & discussion

3. Life Stage Strategy We need to change our approach . . .
CURRENT APPROACH: Chronological age/graduation date determines segmentation
Same communication within segment
One size fits all
Student
Young Alum
Nesting
College Bills
Empty Nests
Golden
Years
LIFE STAGE APPROACH

4. Life Stage Research
Conducted small-sample survey research to begin to understand life stages
Volunteers & Staff have been brainstorming program ideas
We hope to conduct additional research to confirm our preliminary concepts about the life stages and validate our program ideas

5. Life Stage Research Sample size was small across categories:
Students: 25
Young Alumni: 62
Nesting: 59
Saving for College: 65
Empty Nest: 53
Golden Years: 47
TOTAL: 311 Respondents

6. Life Stage Research Preliminary research to develop/test concepts
30 question online survey targeted to six specifically selected panels of NU alumni, fitting into the respective life stage categories
Focused on determining current habits, attitudes and connection patterns to Northwestern
. . . we learned some interesting things…

7. Life Stage Research
Q: “Do you still keep in regular contact with your friends from Northwestern?”

8. Life Stage Research
Q: “Primary method of acquiring news and information is the World Wide Web.”

9. Life Stage Research
Q: “Primary method of staying in contact with friends
is .”

10. Interaction within last 6 months
Life Stage Research
It comes as no surprise that the Web is a great tool for reaching alums.
Interaction within last 6 months
Life Stage
On-Campus
Local Event
NU Web Site
Young Alum
41%
39%
92%
Nesting 25 13 76
Saving for College 33 23 72
Empty Nest 27 18 66
Golden Years 30 64

11. Percentage of Leisure Time Spent Out of Home
Life Stage Research
Time spent out of home decreases radically for nesting families. This has huge implications for clubs.
Percentage of Leisure Time Spent Out of Home
Life Stage
10% or Less
11-49%
50% or More
Young Alum 6%
39%
55%
Nesting 35 47 18
Saving for College 58 24
Empty Nest 13 64 23
Golden Years 61 26

12. Life Stage Research
Q: “I would recommend Northwestern to a child or sibling.”

13. Life Stage Research
Q: “I am dissatisfied with my current social network.”

14. Life Stage Research: Concept-Testing
What each group wanted most:
STUDENT: Online Networking, Clubs Connection
YOUNG ALUM: Online Networking, Who’s Coming lists
NESTING: Family Reunions, Who’s Coming lists
SAVING FOR COLLEGE: Habitat for Humanity, Online Mentoring
EMPTY NEST: Online Networking, Mid-Life Events
GOLDEN YEARS: Online Networking, Senior Education

15. Life Stage Research: Concept-Testing
Students & Young Alumni
Enthusiasm & Making Connections
Nesting
Family Focus & Virtual Access
Older Life Stages
Mid-Life Programming and Social Networks

16. From Strategy to Reality: Next Steps
Build Consensus
Improve Research Methodology
Develop Pilot Alumni Relations Programming
Identify Development Implications
Overlay Life Stage variables onto NU alumni population
Develop system to maintain electronic dialogue with alumni
Direct specific messaging/programming to audiences by life stage

17. OARD engagement model
“Mass” communication, cultivation, data collection & relationship
management (NAA, Annual Giving)
Highly customized communication, stewardship, in-person solicitation for
major/planned gifts (Major/Principal Gifts,
Planned Giving, Donor Relations)
Student
Young Alum
Nesting
College Bills
Empty Nests
Golden
Years

18. Thank you!
Questions?
Comments?
Recommendations?