Bridging the Generations

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Bridging the Generations: From Minnie Pearl & Pearl Harbor to Wiki & Wii TOCA Annual Conference May 8, 2008 Steve Drake

Generations: TOCA & U.S. : 

Generations: TOCA & U.S.

Generational Challenge : 

Four Generations as: Readers / listeners / viewers Customers / members and/or prospects Colleagues Employees Generational Challenge

Generational Words : 

1970s: Long hair Generational Words Today: Longing for hair

Stand at Your Corner : 

Stand at Your Corner Pearl Harbor Korean War 1st Radio Generation Impacts How you Communicate Kennedy Assassination Armstrong Moon Walk 1st TV set Fall of Berlin Wall Challenger Crash 1st PC OJ / Dot Com Bust Monica/Gulf War I 1st E-mail Address

Volunteering is important : 

More than 60% of students volunteer at least monthly Volunteering is important More than 80% of college freshmen volunteered as high school seniors Focus: environment, poverty and community problems Top reasons for volunteering: “feel I am helping others” “good skills for the future” “makes me feel proud”

Workplace Background : 

Workplace Background 50% of largest U.S. companies will lose 50% of their senior managers in next five years By 2010, the U.S. will face a shortage of 10 million workers “Ag” graduation rate decreasing 3% yearly

Key Characteristics : 

Key Characteristics Boomers Priority on career Sacrifice family for work Hard workers Loyalty to company “Panic re retirement Gen X Hard work Using technology Prefers cash & salary Wants some fun Loyal to profession Gen Y Contact with supervisor Make a difference Work in teams State-of-art tech stuff Be at top now Frequent feedback & training

Causes Click : 

Gen Y workers want a job that lets them exercise personal values and beliefs Causes Click 62 percent want to work for companies that give them a chance to use their skills to help a nonprofit.

How Get Information? : 

How Get Information? As a professional communicator, how do you reach these diverse audiences?? TOCA sheds light on the challenge What does it mean to your work?

Survey Says … : 

1. Do you subscribe to a daily newspaper? Yes - 64% Survey Says … 1. Do you subscribe to a weekly or monthly magazine? 91% Yes 1. Do you subscribe to an online newspaper or news Web site? 35% Yes

Survey Says … : 

2. What are your Top 3 sources for gathering news and information? Internet - 47% Survey Says … #1 Choice - Internet Newspaper – 30% TV – 17%

How to Reach Diverse Audiences? : 

How to Reach Diverse Audiences? Boomers Xs & Ys Printed Electronic Snail Mail Newspapers Newsletters Conferences Face-to-face meetings Telephone E-mail Online news, blogs, pod casts E-letters Video conferences Webinars Texting

Cause Marketing Examples : 

Cause Marketing Examples American Express: Statue of Liberty FedEx: Trees for Troops Habitat for Humanity Cook for the Cure Return the Warmth Boost Mobile Rock Corps

Impact of Cause Marketing : 

Impact of Cause Marketing Likelihood to switch brands = 87% Proud of my company’s values = 87% Purchased a product = 36% Told a friend or family member = 30% Source: Cone Inc.