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APLU Summit at Penn State Cynthia Hall Presentation
- 1. Talking with Teens Cynthia Hall, Ph.D. June 21, 2010 2010 APLU Summit
- 3. Take Diversity for Granted
- 7. Teens want to feel they belong
- 8. Teens love to share (the good and the bad)Creative Target = 21 year olds Source: Teen Immersion
- 9. Making Connections… Teens care about connecting with the world around them
- 12. Communicate in sound bytes
- 13. Interactive
- 16. Inform and connect on an emotional level
- 17. Use musicSource: Teen Motivators Workshop
- 18. Teens respond to brand experience over product sell.
- 24. High school seniors report increases in their use of a variety of sources of information about college. *
- 25. Sources of Info… Looked at college web site 74% Visited the college 46% Talked to parents 37% Talked to reps at high school visit 27% Talked with guidance counselor 26% Attended college fair/college night 20% Requested information online 11% Talked with friends 11% Looked at brochures 11% Talked with teachers 9%
- 26. High school seniors are worried about paying for college. *
- 27. Q:How worried are you about being able to pay for college expenses? Very worried 23% Somewhat worried 46% Not too worried 24% Not at all worried 7%
- 28. Q:Considering the current state of the nation’s economy, would you say you are more worried, less worried, or just as worried about paying for college as you were a year ago? More worried 54% Less worried 4% Just as worried 38% Was never worried 4%
- 29. Q:Given your concerns about paying for college, which of the following steps are you planning or considering to ease the financial burden? Applying for a scholarship/grant 93% Working part-time 82% Choose a major that leads to high-paying jobs 69% Taking out loans/bigger loans 66% Attend a less expensive college 56% Living at home 31% Working full-time while taking classes 26% Going to college part-time/taking fewer classes 17% Joining ROTC 15% *Base: Worried about paying for college
- 30. Focus Group Testing Objective: To test technical and conceptual elements of campaign materials Audience: College-bound PA high school juniors
- 32. Young alums in their career settings
- 34. Focus Group Testing Objective: To explore the effects of the current economic climate on college decision-making Ten 30-40 minute in-depth interviews conducted with parents of high school students who had been accepted
- 36. Students feel it’s the parent’s job to pay for their education
- 37. Parents fear the financial burden of college tuition might be too large because of a decrease in their college savings as a result of the economy
- 39. On TV
- 40. On TV
- 41. On the Web
- 42. Online
- 43. Online
- 44. In the Mail
Notes de l'éditeur
- Question: What issues concern you the most? (Top 5 Answers for Teens: Economy 59%, Finding Cures for Diseases 49%, Child Abuse 47%, War 46%, Education 44%)
- “Trying to find a school that is right for you, but also, a price that is within your means to pay back.”
- “The medical field is one place that there will always be jobs, I feel like. With the economy going down, there are a lot of other jobs that have closed down, but the medical field is the one field where jobs remained open.”
- “I think people want to be assured that after they graduate, and what they went through and the money they spent, they want to be assured that it was worth it.”
- “[The materials say] that [Penn State is] different and give us a reason to choose you over everyone else. That you are on a different level.”“[The photos] show the teachers with the students, one-on-one, which is really appealing. When you think of college, you think of a big, giant room and your professor and you learn and go on your own. When it shows the professor working with you, it shows they’ll help you.”“What I like about them is you can see where they are now. You can tell that he works in intelligence and she works in that lab … because the main goal is to get a good job, so it’s really important for people to see, “OK, if I get a degree at Penn State, I’ll be able to get this job.”“I feel like for general postcards – “hired” is a big thing because everybody wants to get a job after college.”
- On color: “It’s more noticeable. It’s the first thing I noticed when you pulled them out.”On meaning: “It’s your turn to choose what you want to do … you’re finally independent and your transition[ing] to adulthood.”