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Penn State Teen Campaign
Reaching the Next Generation
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• Millennial Generation
• Racially and ethnically diverse
• Extremely independent
• Optimistic about future
• Adaptable, efficient, tolerant, confident,
  impatient, skeptical, blunt, image-driven
• Heavily influenced by peers and parents

Source NAS Insights, 2006
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• Generation Y
• Entitled
• Realistic and optimistic
• Individualistic
• Group oriented
• IWWIW IWIW HIWI
• Smarter than you
• Entrepreneurial

Source Buckingham, 2008
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• The New American Dream
• Achieving recognition
• Excitement
• Fame
• Fortune
• Flexibility

Source Buckingham, 2008
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• Cliff Notes Living
• Information overload
• Want highlights of what they should pay attention
  to

Source Buckingham, 2008
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• Social Conscience
• Will switch brands for a good cause
• Prefer socially conscious brands
• Want to volunteer
• Must be easy to participate

Source Youth Marketing Mega Event, 2008
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• Music Rules
• Never underestimate the power of music
• Music defines them

Source Youth Marketing Mega Event, 2008
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• Envisioning college
• Independence and freedom
• Trying new things
• Meeting new people
• Having fun

Source Stamats TeensTALK 2006
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• Fears about college What will it be like?
• Academic rigor
• Broken promises
• Financing
• Roommates

Source Stamats TeensTALK 2006
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• Choosing a college Intangibles
• Did the campus feel vibrant?
• Can I picture myself here?
• Are the people welcoming and friendly?
• Was I treated like I was special?

Source Stamats TeensTALK 2006
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• Comments
• Make sure photography is good
• Show social as well as academic
• Show variety of opportunities
• Show, dont tell
• Test
• Brand building - if they dont know you, they
  wont look at you
• Focus on outcomes
• Meet them where they are (AIM, blog, web)

Source Stamats 2006
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• Teens want to see what colleges look like on the
  inside
• Real dorm rooms
• Where/what they eat
• Campus scenery
• What to do
• Classrooms- in progress
• Personalities of people

Source Penn State Teen Poll
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PUTTING IT ALL TOGETHER
Teen Campaign Creative Materials
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ON TV
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IN THE HALLS
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IN THE HALLS
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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IN THE MAIL
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VISITING CAMPUS ?
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MOUSE PADS
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MOUSE PADS
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GET CONNECTED!
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Web Postcard
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ON THE WEB
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ON THE WEB
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• First Thirty
• Concept You can succeed at Penn State
• Premise 4 Incoming women during 1st thirty days
  at Penn State
• Details 7 three-minute webisodes
• 30-minute TV show

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