Even the Grinch bows to the truth of Communications Trend #3 – SCN Encourager

So much of what we do at Christmastime is for children.

Screen Shot 2014-12-23 at 3.55.32 PMEven the Grinch doesn’t dispute this.

From the baby in the manger to the little drummer boy;
from Tiny Tim to Charlie Brown, Linus, and Lucy;
and then from Ralphie to some “Home Alone” kid named Kevin –

Children have always been the center of attention at Christmastime.

And this is the way it is in our homes today.

For the next few days at least, it’s all about “the kids.”

Communications Trend #3 can also be stated just as simply.

Millennials will grow as the center of our attention in 2015 as we market our schools.

Screen Shot 2014-12-23 at 4.53.15 PMMillennials will compose the largest segment of our “school chooser” parents… before they gradually become the largest segment of our school employee roster.

Their distinct demographic profile contains many unique attributes.

But don’t worry.

I’m only going to mention three of those attributes right now because I’m guessing we both have some last minute shopping and errands to run today.

First of all, millennials are well-known for their “it’s all about us” moniker.

And indeed, they typically possess a relentless “we want it when we want it” attitude.

However, they will often take that attitude and actively direct outward toward social causes they deem worthy.

Both local and global citizenship are important to them.

We should keep this fact in mind when we’re discussing our future school marketing strategies.

Millennials want to engage with organizations that do good work and that promote clear standards and values.

This means, they’ll watch closely to see WHAT we are doing… and they’ll also want to learn WHY we are doing it.

That’s the expanded school message we’ll need to use with millennials in 2015; a continual blend of the WHAT and the WHY.

Now… aren’t you glad Christmastime is for children?

It’s much less complicated.

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