1. © 2005 Capella University - Confidential - Do not distribute1 I <3 You :Communicating to the Millennial Generation

2. © 2005 Capella University - Confidential - Do not distribute2 Who Am I?

3. © 2005 Capella University - Confidential - Do not distribute3 Ongoing Work Neil Howe and Bill Strauss www.lifecourse.com

4. © 2005 Capella University - Confidential - Do not distribute4 Caveats Generation generalizations Filters “Each generation seeks to remedy the perceived excesses of previous generations.”

5. © 2005 Capella University - Confidential - Do not distribute5 Quick Review: Who are the Millennials? Those born 1982-2004 Ages 2-24 Approximately 79 million young people Seven Core Characteristics

6. © 2005 Capella University - Confidential - Do not distribute6 Team-Oriented Sports Generation Working Together (to make a difference) is powerful Groups more Important than Individuals Spot 1

7. © 2005 Capella University - Confidential - Do not distribute7 Special National Agenda Parent’s obsession Generational Destiny

8. © 2005 Capella University - Confidential - Do not distribute8 “Well aware of the difference a great teacher can make— and the damage a bad teacher can do—parents turn over their kids and hope. Please handle with care. Please don't let my children get lost. They're breakable. And precious. Oh, but push them hard and don't let up, and make sure they get into Harvard.”

9. © 2005 Capella University - Confidential - Do not distribute9 Sheltered Safety Monitored Child Protection Laws “Parents who stopped wrestling their kids into car seats years ago may soon have to flex those muscles again. A growing number of states are requiring children as old as 8 -- kids who have outgrown basic car seats, but who still are too small to use regular seat belts -- to sit in booster seats.” --Wall Street Journal, Car Seats for 8-Year-Olds, 1- 27-2005

10. © 2005 Capella University - Confidential - Do not distribute10 Special and Sheltered Spot

11. © 2005 Capella University - Confidential - Do not distribute11 Toyota Spot 1 Spot 2

12. © 2005 Capella University - Confidential - Do not distribute12 Confident Good Economy Make a Difference Trust Authority

13. © 2005 Capella University - Confidential - Do not distribute13 Ebay Spot

14. © 2005 Capella University - Confidential - Do not distribute14 Achieving Long-term Planning SAT Scores Up Math and Science Scores Up (Don’t believe the Media) AHB (All Harmful Behavior) Scores down

15. © 2005 Capella University - Confidential - Do not distribute15 Taking Lisa Simpson’s Money, Randy Lynn, www.OpEdNews.com, 12-23-2004 www.OpEdNews.com

16. © 2005 Capella University - Confidential - Do not distribute16 “And the last thing I want to address is the idea that somehow this new generation is not as prepared for the sacrifice and the tenacity that will be needed in the difficult times ahead. I have not found this generation to be cynical or apathetic or selfish. They are as strong and as decent as any people that I have met.” --Jon Stewart commencement address, William and Mary, 5/20/2004

17. © 2005 Capella University - Confidential - Do not distribute17 Conventional Values: Parents and Family Conforming rather than Confronting Rules Help Everyone Succeed Conservative about sex, drugs, drinking, tobacco, i.e. most harmful behaviors

18. © 2005 Capella University - Confidential - Do not distribute18 Pressured Highly stressed, scheduled generation Sports, music, lessons Standardized Tests Prescription Drugs

19. © 2005 Capella University - Confidential - Do not distribute19 “ On the morning he was to take the SAT last March, a 17-year-old senior at Bethesda-Chevy Chase High School in suburban Washington went looking for a bottle of pills. His score on practice tests had been too low and, with his sights set on an Ivy League college, he needed a miracle. Or, friends suggested, Adderall. He grabbed a tiny blue pill from his little brother’s prescription stash and swallowed it two hours before the test. Despite some jitters when he took the test that he attributes to the drug—a stimulant prescribed for attention deficit hyperactivity disorder, or ADHD—he scored 200 points better than head on a previous test.” Pressed to Do Well on Admission Tests, Students Take Drugs, Wall Street Journal, 11/8/2004, Nicholas Zamiska

20. © 2005 Capella University - Confidential - Do not distribute20 MillennialsGeneration X SpecialLatch-Key Kids ShelteredSurvivors ConfidentCynical Team-OrientedIndividualists ConventionalExtreme PressuredSelf-Directed AchievingPragmatic

21. © 2005 Capella University - Confidential - Do not distribute21 The Army

22. © 2005 Capella University - Confidential - Do not distribute22 Old Slogan: An Army of One New Ads

23. © 2005 Capella University - Confidential - Do not distribute23 New Ads

24. © 2005 Capella University - Confidential - Do not distribute24 Coke Spot 1 Spot 2

25. © 2005 Capella University - Confidential - Do not distribute25 Millennial Quiz: Thumbs Up/Thumbs Down Do These Media/Personalities/Trends resonate with the Millennial Generation?

26. © 2005 Capella University - Confidential - Do not distribute26 Britney Spears

27. © 2005 Capella University - Confidential - Do not distribute27

28. © 2005 Capella University - Confidential - Do not distribute28 Target Corporation

29. © 2005 Capella University - Confidential - Do not distribute29 Bold bright colors indicate optimism about the future

30. © 2005 Capella University - Confidential - Do not distribute30 Extreme Sports

31. © 2005 Capella University - Confidential - Do not distribute31 Snowboarding Skateboarding Bungee-jumping BMX Racing=All Individual Sports Rock Climbing(All Very Risky) In-line Skating Mountain Biking Spot

32. © 2005 Capella University - Confidential - Do not distribute32 Lacrosse Ultimate Frisbee=Team Sports to Keep an Eye On Soccer

33. © 2005 Capella University - Confidential - Do not distribute33 Binge Drinking

34. © 2005 Capella University - Confidential - Do not distribute34

35. © 2005 Capella University - Confidential - Do not distribute35 Voting

36. © 2005 Capella University - Confidential - Do not distribute36

37. © 2005 Capella University - Confidential - Do not distribute37

38. © 2005 Capella University - Confidential - Do not distribute38 Every Morning: Today is Going to Be the Best Day Ever!

39. © 2005 Capella University - Confidential - Do not distribute39 Handouts Contact me at: robert.filipczak@capella.edu Thanks for Your Time and Attention Are there any Questions? Finale