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

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

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

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

5. 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

6. 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

7. 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

8. Millennials – 22 - 32 Core Values – Innovation and change
Perception of Work – Means to an end
Communication – Text and
Key Motivators – Collaborating with bright, creative people; technology
Education – An incredible expense
Family – Merged, blended
Best at – Technology, organized, demanding, problem solvers

9. 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 minutes -

10. 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

11. 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

12. 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 % of US adults 65 + use the internet or
49% of seniors who are online in 2012 have Facebook accounts

13. 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

14. 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

15. 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

16. 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

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

18. 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

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

20. Thank You
Have fun targeting Zonta to a diverse audience!