1. Recruitment and Retention Implications
Gen Z Presentation

2. Marketing Implications
Gen Z students prefer visuals to reading
Generation Z prefers influencer marketing more than Millennials do
Gen Z students use multiple digital platform—often simultaneously
Like Millennials, Gen Z responds to marketing that is authentic, and they don’t want to feel marketed to
You only have a few seconds to grab their attention, so go straight to the point
Marketing and communications must possess “Edutainment” value to engage this audience
Create ways that they can share their experiences with your institution

3. Creating Memories

4. “When you put out content, don’t think about asking them for something
“When you put out content, don’t think about asking them for something. Think about it as helping them, empowering them and collaborating with them.”
Source: Deep Patel

5. Recruitment Implications
It will be more difficult to recruit students from farther away than ever before
Traditional mediums of advertising will be less effective in the future
Shifting social media efforts towards Instagram, Snapchat, YouTube, and digital ads with a more focused use of Facebook for parents is prudent
While the preference for mail and are declining, they still have a place in your marketing mix
Websites and all electronic communications must be smartphone enabled

6. Recruitment Implications
Gen Z students thrive on individuality, not to be part of a group
Personalize everything
Focus on personal interaction strategies

7. Recruitment Implications
Create a “cool” campus visit experience
Fort Lewis’ yellow bag
York College’s Peppermint Patty
Faulkner University’s wall and mailboxes
High Point’s picture spots
Winthrop’s digital pictures
Hands-on experiences

8. Recruitment Implications
For many prospective students, your institutions most daunting competitors will be workforce opportunities and not seeing the value of a postsecondary credential
Clearly articulate your institution’s value proposition
Present proof points to validate your claims

9. Service Implications
Gen Z students are unlikely to engage with services that are not easy and convenient to use
Processes must be simple and intuitive
Become their college Google—a trusted source
Speed must be a strategic priority

10. Admissions Offer Packet

11. Retention Implications
Many newly enrolled Gen Z students will struggle to:
Find their identity in a new environment
Determine the institutional fit with their personality, values, and goals
Overcome loneliness and a feeling of isolation
Reduce their dependency on social media and their parents
Cope with emotional and social issues
Multi-task with balance
Decode and relate to professors
Recognize the value of liberal arts classes
Learn in a structured environment

12. Source: Barnes & Noble College

13. Learn By Doing
Provide leadership opportunities for students who do NOT identify as “leaders”
Shift service-learning to social change
Scrap mandatory volunteer requirements
Promote study abroad and global emersion experiences
Encourage internships and field experiences
Source: Generation Z Goes to College

14. Source: Student Connections

15. Understanding and Supporting Their Goals
Educational Goals
Career Goals
Life Goals

16. Shift Retention Strategies
Generic Retention Strategies
Segment Targeted Retention
Strategies
Customized Retention Strategies

17. Shift Retention Strategies

18. Gen Z Student Resources

19. Email any questions you may have to Dr. Black at jimblack@semworks.net