Generation Z wants to make their own decisions about whether or not to buy products — through consuming what feels like content, not ads. They want to learn something new and find a better way of doing things. They are willing to spend a little more than millennials 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, to speak to them personally, and 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 input. Not only does this improve social campaigns — consumers feel like they’re interacting directly with their favorite brands — but they also enjoy the recognition they receive from taking part in it.
You’ve probably heard that Gen Z has the attention span of about 8 seconds — compared to millennials’ 12 seconds — when, in reality, they actually possess a sophisticated filter that comes from growing up surrounded by a deluge of information. So you need to develop and get across your message quickly!
You’ll only have a few seconds to convince Gen Z consumers that your ad, your blog post, etc., 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.
Furthermore, the purchasing decisions of Gen Z take more into account than traditional drivers like price, convenience, and familiarity. Gen Z values transparency and authenticity and makes 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.
Choose visually appealing and relevant image/videos for your post. The human brain processes visual content much faster than text-based content. That’s why adding captivating images/videos can boost your engagement. Additionally, as social networks treat content with images more prominently, visuals are more responsible than ever for the success of your campaign.
Online you can find a ton of information on personas, which are a fictionalized composite of your ideal customer based on data and market research. Knowing your audience and creating personas creates focus to make relevant content, matching your audience's behavior and regions of origin. By understanding the behavior of your audience, you’ll be able to write content and collateral that matches it.
For example, select the topic of "sports and high school." Based on that topic, your content should provide information and a story of interest on one of your school’s sports teams, such as soccer. For instance, you can share a story about one of your school’s soccer players along with a student interview.
By targeting a region in the world and understanding the culture, you can customize your campaigns. For example, highlighting your schools’ soccer team and mentioning the AFC Asian Cup to student athletes in the Middle East is relatable and relevant.
And what about your avatar? Who is the ideal student who would be successful studying at your school? Are you basing your avatar on GPA, student activities, economic ability to pay, English proficiency? What criteria are you using? Once you’ve decided your avatar, you’ll be better equipped to create content and personas. Knowing your personas and avatar are the best starting place to developing engaging content.
How do you define your goals? Start by beginning 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.
What is your institution’s strength that you really wanna promote?
Is there a weakness that your institution can overcome?
Is there a threat to your institution that you need to focus on?
And what opportunities do you have to really generate some success?