1. Lisa D. Spiller, Ph.D. Christopher Newport University Carol Scovotti, D.P.S. University of Wisconsin – Whitewater Jacobs & Clevenger Case Writers’ Competition – October 3, 2015 Boston, Massachusetts

2. Here Come the Millennials! 25% of US population –largest living generation, surpassing Baby Boomers by 3 million $200 billion annual spending First digital native generation About 1/3 already have kids 1901-1926 1927-1945 1946-1964 1965-1980 1981-2000 2001-? GI Generation Silent Generation Baby Boomers Generation X Millennials Generation Z

3. Millennials are Diverse MillennialsGeneration XBaby Boomers Hispanic21%18%10% Non-Hispanic White 57%62%72% African- American 14%13%11% Asian6% 4% Other3% 2%

4. ... in More Ways than One Parents as friends Self-awareness Enrichment Connection Immediacy BeliefsBefore KidsAfter Kids Conservative Christian 10%33% Eco group member 10%0.2% Buy eco products 60%37% Celebrities motivate 21%6% Less web RE: security 10%29% Belief Systems Change with Kids

5. Williamsburg Area Destination Marketing Committee (WADMC) Promote Historical Triangle area as an overnight tourism destination –Funding for marketing from room tax & partners Includes Busch Gardens & Water Country USA

6. Signs that Something is Wrong

7. WADMC Challenge Increase new & repeat traffic at Williamsburg tourist venues by Millennial parents Increase hotel occupancy in the area Overcome perception that Williamsburg is boring

8. The Protagonist Corrina Ferguson –Director of Destination Marketing –Former VP of Marketing, New Media & Strategy for VisitNewEngland.com –Experienced event planner –Current responsibility is for Williamsburg as a destination, not a single attraction or entity We are grateful to Corrina for her assistance with this case!

9. A Different Approach to Case Structure Data rich –secondary & primary Series of dialogues Lots of creative materials New branding offers diverse case directions Financial data for ROI analysis

11. Teaching Suggestions Undergrad & graduate levels Discussion, role-play, group Useful in lots of courses –Direct Marketing –Database, CRM –Management, Strategy –IMC, Promotion, Advertising –Research –Tourism/Leisure Studies

12. Key Lessons Not all research is relevant or managerially important Research drives strategy Good strategy trumps good creative Even as a Millennial, you are not your customer!

13. Teaching Objectives Use primary & secondary data Segment prospects Determine value proposition Create data-driven campaign Determine messaging strategy Plan & create IMC campaign Project financial outcomes

14. Teaching Note Resources Discussion questions Web-based data sources for Millennials Additional background for instructor Breakeven analysis Related assignments –STP forecasting –List rental task –Offer creation –Creative strategies –Media strategies –Mobile/Text assignment

15. Lisa D. Spiller, Ph.D. Christopher Newport University Carol Scovotti, D.P.S. University of Wisconsin - Whitewater