Generation Z wants to consume content and make their own decision about whether or not to buy it. They want to learn something new and find a better way of doing things. They are willing to spend a little more than millenials too. Here are a few examples of what you can promote:
An upcoming event
A new program
A new service
A free consultation
Hints and tips
This is one of the reasons why Gen Z loves influencers. They want advertising to appeal to them, speak to them personally and to not be too in your face when it comes to product placement. Generation Z like to feel like a part of something bigger — so ensure marketing campaigns encourage their input. Not only does it improve social campaigns, as consumers feel like they’re interacting directly with their favourite brands, but they also enjoy the recognition they receive from taking part.
You’ve probably heard that Gen Z has the attention span of about 8 seconds—compared to the millennials’ 12 seconds—when, in reality, they actually possess a sophisticated filter that comes from growing up surrounded by a deluge of information. You’ll only have a few seconds to convince Gen Z consumers that your ad, your blog post, is worth their time—but if you do, they can focus (the word “binge” comes to mind) long enough to complete in-depth research on any topic. Choose a visually appealing and relevant image/videos for your post. As social networks treat content with images more prominently, visuals are more responsible than ever for the success of your campaign. I have mentioned this the last time that the human brain processes visual content a lot faster than text-based content. That’s why adding captivating images/videos can help boost your engagement. Gen Z purchasing decisions take more than traditional drivers, like price, convenience and familiarity, into account. They value transparency and authenticity and make decisions based on the trust they have for a brand. Brands must deliver the level of transparency that Gen Z has come to expect in all aspects of their lives, from the company they work for to the brands they purchase from.
The better you understand your prospective student base, the easier it is to succeed in paid advertising. While it can be tempting to try and reach every possible applicant with your school’s ads, it is much more effective to target narrow, specific audiences. So, narrow in on exactly what you’re trying to accomplish and that’s where you’re gonna see success. Who is your audience? and What is the location and region? Are they...
So, begin with the end in mind. You can’t get where you’re going unless you know where you wanna end up. By identifying these goals, you can really structure your marketing campaign to help you achieve them. What are you trying to accomplish? Is it to promote a specific program, or simply increase your school’s brand visibility, setting goals is the first step of any successful paid ad campaign. Of course the ultimate goal is to increase your enrollment. Before you even begin any of the work on your campaign you need to set out and define your goals. Identifying your key performance indicators and measurable metrics is essential. Looking at different metrics to measure is critical, and you should balance the direct metrics such as leads and landing page traffic with indirect ones such as social shares, overall website traffic and share of voice for mentions of your campaign online. That’s how you can structure your marketing campaign. This is also a great opportunity to do a SWOT analysis on your Institution. S - Strength W - Weaknesses O - Opportunities T - Threats Identify what those are and find out if there’s a way that this new marketing campaign is able to help you overcome those. Do you have your Institution’s strength that you really wanna promote? Is there a weakness that your Institution can help to work past? Is there a threat to your Institution that you need to focus on? And what opportunities do you have to really generate some success? What is your goal for this campaign?