Five Major Characteristics of Generation Z for Education Marketers

Five Major Characteristics of Generation Z for Education Marketers

Each generational shift sends massive shockwaves through the
world of education marketing. Generation Z is already making its
mark in education marketing. Is your marketing reaching them
effectively?

Here is my take on how education marketers like you can leverage
what we know of Generation Z to provide them better quality, more
useful information in their educational decision.

Digital Technology Natives

While many Millennials remember a time when digital technology
was not integral to daily life, no one in Generation Z has any
memory of life without a screen.

They’ve grown up with screens in every room of their house.
Screens in the family car.

Screens in their toy boxes (think: iPad apps for kids). Screens
in their classrooms.

The digital world is so embedded in their daily activities, it
has become essential to their experience of the world and their
expression of themselves.

Being a digital native has produced certain qualities:

  • They are “less
    focused
    ”.
  • They absorb information in short visual bursts, like Snapchat,
    Vine, or YouTube.
  • They multitask just like their devices do.

What This Means for Education Marketers

The quality of your digital presence and message is crucial to
market your school to Generation Z members. Education marketers
will need to master the art of digital
marketing
 like never before.

Use rich media like videosimages,
and infographics wherever possible. Design every part of your
online content for mobile
browsing
.

But most importantly, treat digital marketing as seriously (or
perhaps more so) as you do print
marketing
.

Although digital marketing may not be as expensive or permanent
as printed materials, you should treat it as if it were to meet the
high standards of Generation Z.

Realistic

They are the only generation not to know what the world was like
before 9/11. They’ve never known a day without a 24-hour news
cycle. They can’t imagine a world without social media. They’re
also growing up in homes that were significantly affected by the
Great Recession that started in 2008.

Mix terrorism, violence, and economic distress with 24/7 access
to an Internet that will show you the gruesome details of it all,
and it produces a harshly realistic view of the world. MTV
president Sean Atkins told TIME magazine concerning Generation
Z:

“They have this self-awareness that systems have been broken.
But they can’t be the generation that says we’ll break it even
more.”

MTV calls Generation Z “The
Founders”
 because “the name acknowledges that while
millennials have disrupted society, it’s this new generation’s
job to rebuild it.”

What This Means for Education Marketers

Be careful not to paint too cheery of a picture of the world.
While marketers should avoid pessimism, be sure to present the
problems of the world frankly.

Show young people how your school can prepare them practically
to “rebuild” the society that they see as broken.

Independence

Many institutions and industries—long since thought to be a
permanent fixture of society—have been toppled by globalization
and technology. Traditional publishing, television media, energy,
news media, marketing, and education have all changed drastically
in the last 20 years or so.

As a result, Generation Z members tend to be independent and
entrepreneurial.

It seems this new generation is reluctant to trust their careers
to corporations, wanting more of a stake in their future than any
preceding generation. In fact, up
to 72%
 of high schoolers say they want to start a business
someday.

What This Means for Education Marketers

Demonstrate in your marketing content how your institution
prepares students to take control of their career, their ministry,
or their life.

Generation Z members are self-motivated to seek answers
to their questions
—and they know how to find those answers.
Education marketers need to invest in robust content
marketing
 strategies that will offer the answers young people
are looking for.

More than ever, your content must be student-centric, not
org-centric. Your messaging should stress how you’re here to
empower the student to build their destiny, not preserve your
institution.

Feature programs, classes, or degrees that will support
Generation Z members in their entrepreneurial quest.

Global Minded

Past generations have been globally aware, but Generation Z
is globally minded. Their
digitally integrated world isn’t hindered by geographic or
political barriers as they converse with friends and followers from
around the world on social media.

Location-independent teams are collaborating and doing business
from anywhere in the world with a high-speed Internet connection.
And we see the offline world following this trend as international
travel gets faster, cheaper, and more popular every year.

What This Means for Education Marketers

Even if you’re a rustic campus nestled deep in the woods, you
must strive to show prospective students how your school is
connected to the world at large. This doesn’t mean you have to be
political or into global activism, but prospective students want to
see that you’re a part of the events on the world stage.

Feature programs and classes that offer study abroad, work
abroad, or missions opportunities. Be creative and forge
partnerships with academic organizations in other countries to give
your students the global reach they’re looking for.

Change-makers

As part of the rebuilding concept, members of Generation Z feel
like they are here to change
things
. Despite the realism that we talked about earlier, young
people today feel hopeful about the future and their role in
it.

Another interesting quality of this generation is that although
they’re tightly connected to their world, young people desire to
be unique, to make a distinct impression. They want to make a
change that uniquely reflects their individuality.

What This Means for Education Marketers

Emphasize how your classes, faculty, and programs can foster the
prospective student’s creativity and personhood.
Feature hero
stories
 of individual students and alumni making a
difference.

Do your best to pick out stories to tell of students, alumni,
and faculty who are advancing changes in the world in noteworthy or
novel ways.

Reaching Generation Z

As you review your marketing messaging, you shouldn’t have to
rewrite everything. But most education marketers will find
themselves having to tweak their content to emphasize certain brand
values that resonate deeper with Gen Z youth than other brand
values.

We help school brands make their mark on prospective
students—and we’d be happy to help you get more out of your
marketing as our other clients have achieved. Get ahold of us
today!

Want to Improve Your Digital Marketing Results?

Then you’ve got to know how to write for the web. That’s why
we want to send you our latest ebook: Writing
for the Web: 7 Secrets to Content Marketing Success for Education
Marketers!

With this helpful resource from
Caylor Solutions, you’ll learn how to:

  • Grab your reader’s attention immediately
  • Pull your reader’s attention deeper into your content
  • Write so that Google (and other search engines) find you
    easily
  • Increase your website’s conversion rates

In short, you’ll be able to write the copy that makes your
digital marketing strategy work for you. Download
your copy today!

Featured Image by Michael
Flippo
 via Adobe
Stock
Generation Image by stokk.co via Adobe
Stock

This post was originally published at: https://www.caylor-solutions.com/5-major-characteristics-generation-z-education-marketers/

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Five Major Characteristics of Generation Z for Education
Marketers
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New U Financial – “Pay It Forward” Credit Repair Program

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The Pay it Forward program is the genesis of our core philosophy. “If you help people get what they want, you will get what you want” and ALL of us want more income and time freedom. Paying it forward is a way to help yourself while helping others.
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Teaching and Tech Recap from Across the Web, w/e 02-02-19

Teaching and Tech Recap from Across the Web, w/e 02-02-19 Informative, inspiring, or just plain interesting education and
digital technology content from across the web, posted on Twitter
over the past week and collected here to share with our blog
readers….

[Please click on the post title to continue reading the full post.
Thanks (and thanks for subscribing)!] http://bit.ly/2Bhn8Dz

New U Financial: Pay It Forward Credit Repair, Financial Training, & Wealth Creation Services

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Getting Started Is Easy
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This will give you access to our private credit portal and you will fill out just three short forms. Once you request an assessment, one of our credit coaches will contact you within 48 hours.

#NewUFinancial
#FinancialServices
#PayItForward

"Each One Helps One"
The Pay it Forward program is the genesis of our core philosophy. “If you help people get what they want, you will get what you want” and ALL of us want more income and time freedom. Paying it forward is a way to help yourself while helping others.

Here’s how it works
There are 68 million people in America with slow to bad credit. VIP Funding Solutions has the platform that can enhance or restore their credit enabling them to become credit partners and create passive monthly income.

Our Pay It Forward program uses money that has been pooled from prior credit partners to finance the credit enhancement service for future credit partners. In other words…Each One Helps One. A portion of funds acquired from each funded partner goes to helping new candidates enhance their credit scores so they too can become credit partners and this cycle of reciprocity continues funder to funder.

New U Financial Specializes in…

Financial Services
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Helping You Live The American Dream
For too long Americans have been taught to use credit to create liabilities. We then are forced to work today to pay down debt tomorrow. It’s no wonder why two thirds of the population struggle with poor credit. VIP Funding Solutions teaches to use your credit as a cash producing asset instead of creating liabilities that enslave you.

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Navigation Formula for Independent School Websites

Navigation Formula for Independent School Websites Should you organize your independent school website by department
or by audience? Here’s my navigation formula for making your
website simple for your visitors to use.

When you and I go to a website, we’ve only got one thing in
mind: Find
the answers to our questions.

It could be a product website where we are researching something
we need to buy. It could be a church’s website where we’re
looking for information on the next volunteering opportunity. It
could be our local news site.

Some websites make it extremely easy to find the answers we
need. Others make it incredibly difficult.

Easy website navigation can increase visitor loyalty to
your education brand.

Why? Because visitors remember the great experience they had on
your site!

You’re more likely to revisit a site that made things simple
for you than to go back to a site where you couldn’t find simple
answers to your questions.

So why isn’t it easy to simplify the navigation on your
independent school website?

Because complexity is an inherent component of education. Your
school district has lots of departments, teams, grade-levels,
programs, events, community stakeholders, and objectives.

No matter what you do, you can’t make a school district less
complicated than that. So making things easy-to-find for visitors
from all of your marketing audiences is a big challenge.

To meet this challenge, there are basically two schools of
thought on how to organize your independent school website.

Let’s talk about them, and then I’ll share with you my
tried-and-true navigation formula for independent school
websites.

Navigation by Department

This school of thought says that the navigation bar should
feature the various departments of your school district.

With this way of thinking, you might see elements like “About
Us,” “School News,” “School Board,” or
“Academics.”

This strategy has a lot going for it.

It just makes sense that the user would select the department
most likely to have the answer to their question. Also, if an
internal user—like a student or faculty member—needs access to
an internal resource, they’d simply choose the department
responsible.

But this strategy has drawbacks.

Not Knowing Where to Go

What if the user doesn’t know which department is responsible
for having the answer to their question? This happens more often
than we’d like to think.

When you’re an insider, you just know where to go for answers.
But your audience doesn’t always know what you know.

How would a visitor know who’s responsible for what? Where
does the user go then?

Too Many Departments

If your school district is as complex as some of our clients’
educational organizations, listing every department can be nearly
impossible to do.

This is where you’ll likely run into mega-menus that look a
lot like department directories.

Here I’m using a university example, but if your independent
school website looks like this, it may be time to reevaluate how
you’re organizing your website navigation.

Navigation by Audience

The other school of thought says navigation should be organized
by your marketing audience. The navigation bar might contain words
like “Student,” “Parent,” or “Alumni.”

The idea is that it should be natural for a user to
self-identify their marketing audience and start there. A
visitor’s internal dialogue would sound like: “I’m a parent,
so I’ll click here.”

The strength of this strategy is that it’s more intuitive for
me to know which social group I belong to than to guess which
department of your school would have the answers I’m looking
for.

But problems arise when the user is supposed to
self-identify.

  • Group labels aren’t always clear. For example, the term
    “student” could mean prospective student, current student,
    returning student, or a transfer student.
  • There are too many audiences to fit into the navigation. More
    than likely, your school has too many marketing audiences to place
    easily into the navigation bar.
  • Users are often members of multiple audiences. They could be an
    alumnus, a donor, and a parent. Which link should they click on in
    your navigation bar?

Communicate
Health
 is a web design agency for the health industry,
but what
they had to say about audience-based navigation
 applies for
education marketing, too.

“At the end of the day, audience-based navigation just doesn’t
represent how people think. Users typically come to [your] websites
to complete a specific task or learn about a… topic, and that’s
what’s on their minds — not which audience they belong to.”

For these reasons, audience-based navigation should usually be
avoided if possible.

So what is the answer? How should you organize your independent
school website navigation?

My Website Navigation Formula for independent school Websites

After many years of designing education websites, I’ve
come up with a navigation formula
 that works extremely
well.

5a + 2c + x = Primary Navigation

Your website has to contain the basics. For most traditional
schools, that includes the five “A’s”:

  • Admissions
  • About Us
  • Academics
  • Athletics
  • Advancement

These will make up the core of your content. Each area should
show your distinctives and benefits and provide clear
call-to-action on every page.

After the five “A’s” you’ll add the two “C’s”:

  • Community
  • Contact

The Community section will allow a student to understand what
life on campus will be like. The Contact Us navigation will provide
direct access to immediate contact information such as phone
numbers, email addresses, address, map links, directions, and other
relevant information such as hours.

The next part of the formula is the variable. Based upon your
brand, distinctives, and other features, you may consider picking
one of the following:

  • Blog/News
  • Faith
  • Summer Programs
  • Etc.

While you might not use these exact words, just know that the
variable will form the alliteration for you to remember what is
important. For example, if your variable is “Blog,” than the
formula will look like this: 5a + 2c + B = Primary Navigation.

You’ll also note that the formula is based upon eight primary
navigation buttons. You should target somewhere between seven and
nine for the primary navigation.

Making the Complex Simple

At its core, I think education is about making complex ideas
easier for your audiences to understand. You can’t make
everything simple, but you can make it easier for a user to grasp
the concept.

This is what your education website should seek to
achieve…

Making something as complex as navigating a independent school
website simple and intuitive.

Want to Improve Your Digital Marketing Results?

Then you’ve got to know how to write for the web. That’s why
we want to send you our latest ebook: Writing
for the Web: 7 Secrets to Content Marketing Success for Education
Marketers!

With this helpful resource from
Caylor Solutions, you’ll learn how to:

  • Grab your reader’s attention immediately
  • Pull your reader’s attention deeper into your content
  • Write so that Google (and other search engines) find you
    easily
  • Increase your website’s conversion rates

In short, you’ll be able to write the copy that makes your
digital marketing strategy work for you. Download
your copy today!

Featured image by jozefmicic via Adobe
Stock

This post was originally published at:
https://www.caylor-solutions.com/navigation-formula-independent-school-websites/

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Navigation Formula for Independent School Websites
appeared
first on edSocialMedia.

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