This document discusses Generation Z and strategies for marketing to them on social media. It defines Gen Z as those born between 1996-2005, the largest cohort at 82 million people in the US. It emphasizes using social media like Instagram and Facebook to engage Gen Z with news, stories, images and event coverage. It outlines SUNY New Paltz's strategic plan to increase awareness and enrollments through centralized social media marketing of programs to prospective students, current students, alumni and donors. It provides examples of social media campaigns run by New Paltz, including for financial aid and enrollments, and stresses the opportunity social media provides for impactful stories and distribution at lower cost.

1. Generation Z
What you need to know
John Oles
Social Media Manager
Office of Communication and Marketing
SUNY New Paltz

3. Today
1.Who is Gen Z?
2.Activating Gen Z’s Minds
3.Stereotypes
4.Gen Z & Social Media
5.Marketing to Cross-Cultural Gen Z
6.Summary

4. Who is Generation Z?
- Born between 1996 and 2005
- 26% of U.S. population at 82 million
- Largest cohort yet

5. #Socialnomics
The value created and shared via social media
and its efficient influence on outcomes
[economic, political, relational, etc.]
“Simply put: Word of Mouth on Digital Steroids”
~Erik Qualman

7. • News & concise messages
• Engaging, high-impact stories
• Beautiful images
• Event coverage, announcements

8. Brand Strategy
Prospective Students
Current Students
Alumni, Donors, and Friends

9. Strategic Plan
Market New Paltz Internally and Externally
Increase impact of outreach activities to enhance visibility and quality of
public perception about New Paltz as the public university in the region.
Situate New Paltz in terms of our price-to-value proposition.
Increase awareness to sustain undergraduate and grow graduate
enrollments.
Through an integrated, centralized marketing effort, engage and support
departments in marketing of the College through its programs, lifting the profile
of online and graduate programs, and stressing the College’s distinctive
identity; gather and make better use of the voices and experiences of students,
faculty members as scholars and mentors, and alumni in these efforts.
Expand alumni communication materials and connect to philanthropic
efforts.

10. Current Social Landscape
Announce - Remind - Recap

11. Ideal Social Landscape
Listen - Interact - React

12. Social Hub
at New Paltz

13. Financial Aid Campaign
Schedule tweets and Facebook post for the semester

14. Financial Aid Campaign
Not everything is made for social

15. Financial Aid Campaign
Someone is already
doing it for you!

16. Enrollment Campaign
#NPaccepted banner was included in accept packets
(Front)

17. www.newpaltz.edu/npaccepted

18. Enrollment Campaign
Results
•358 post
•2,016 pageviews
•2:37 Avg. time on page

19. Advertising on Facebook

20. Advertising on Instagram

21. Advertising on Twitter

22. 3 Reasons to win on social
1.Opportunity for impact stories to reach larger audience
2.Extensive distribution potential at lower cost
3.Superior SEO placement

23. Questions?
@johnoles
olesj@newpaltz.edu

26. https://www.instagram.com/explore/tags/musically/?hl=en

40. Social Hub
at New Paltz

46. Questions?
@johnoles
olesj@newpaltz.edu