Issue 7: Gen Z Engagement

Welcome to Our Gen Z Issue - “School of Marketing”

Hi there,

Ever wondered how Gen Z is transforming our approach to communication and connection? As someone working in school marketing, I find their influence both intriguing and challenging. This week, I’m exploring how we can engage with them effectively—on their own terms. I’ll share insights on breaking the marketing funnel, enhancing cross-channel agility, and maintaining authenticity on Instagram.

Let’s explore how to stay ahead in the Gen Z era! - Jason W.

Engaging Gen Z: Modern Marketing for School Districts

Inspired by Vogue Business - Gen Z Broke the Marketing Funnel

Generation Z, born into a digital-first world, has rewritten the rules of engagement. Their purchasing behaviors, driven by social media, influencers, and a desire for community, challenge traditional marketing strategies. Schools, too, can harness these insights to better connect with their youngest stakeholders and families.

The Infinite Loop of Engagement

Gen Z's decision-making process is no longer linear. Vogue Business highlights a consumer journey that loops through inspiration, exploration, community, and loyalty. This consumer journey creates ongoing engagement rather than one-off campaigns for school districts. For example, a district promoting its programs should offer consistent updates through platforms where Gen Z and their parents are active, such as Instagram or TikTok.

Actionable Tip: Use social media storytelling to show how students benefit from programs. Share short videos of student achievements, teacher highlights, or day-in-the-life clips from your schools.

Social Media as the Hub of Discovery

According to the article, platforms like TikTok, YouTube, and Instagram dominate as sources of inspiration. For Gen Z students, these platforms are not just for entertainment but for learning and exploring opportunities. Schools can create value by presenting educational content in an engaging format.

Case Study: Highlighting a STEM program through TikTok with a behind-the-scenes look at robotics competitions could spark interest. Pair these posts with influencer-like content featuring students sharing their experiences.

Actionable Tip: Incorporate student voices. Let them co-create content such as "A Day in My Life at [School Name]" or tutorials on favorite school activities.

Community Is King

Gen Z thrives on community and the feeling of belonging. Vogue Business notes that brands like Madhappy and Represent succeed by fostering inclusive environments. Similarly, schools can leverage this by emphasizing creating inclusive, supportive spaces.

Example: Host interactive community-building events like "Future Ready Nights," showcasing career pathways and extracurriculars with live demonstrations or meet-and-greets with alumni.

Actionable Tip: Build micro-communities within schools by supporting clubs or initiatives like student-led podcasts, YouTube channels, or mentorship programs. Showcase these communities to external audiences through social media.

Trust and Transparency

The article underscores Gen Z's skepticism toward brands. Trust is earned through transparency and authenticity. For schools, this means being open about their programs, outcomes, and uniqueness.

Actionable Tip: Share real stories from students and parents about how specific programs have positively impacted them. Ensure all communication is clear and visually appealing to resonate with Gen Z and their parents.

IRL Experiences Still Matter

Despite their digital fluency, Gen Z values in-person experiences, with 74% preferring to try before buying. Schools can capitalize on this by offering immersive open houses or shadow days.

Case Study: Organize a "Gen Z Showcase" where students can experience clubs, sports, and electives. For example, invite middle schoolers to explore high school facilities through interactive, themed tours.

Actionable Tip: Promote these events with teaser videos and encourage attendees to share their experiences online with dedicated hashtags.

Beyond Engagement: Building Loyalty

Loyalty among Gen Z isn't about repeated purchases but relationships. Vogue Business highlights that loyalty is built through reciprocal value. Schools can emulate this by fostering long-term relationships with students and families.

Example: Develop a student ambassador program where participants share their school experiences on platforms like Instagram, amplifying positive voices while keeping the content authentic.

Conclusion

Vogue Business' insights provide a roadmap for school districts to connect meaningfully with Gen Z. By embracing social media, fostering communities, emphasizing authenticity, and offering immersive experiences, schools can attract and retain this generation. The key is to move beyond traditional outreach and meet Gen Z where they are—inspired, exploring, and ready to connect.

Credit: Vogue Business. For more on Gen Z's shifting behaviors, read their full article, "Gen Z Broke the Marketing Funnel."

Quick Tip: Enhancing Cross-Channel Agility in School Marketing

One of the keys to engaging today’s students and their families—especially Gen Z parents—is mastering cross-channel agility. Gen Z thrives on using multiple platforms for different purposes, so sticking to just one or two outlets limits your reach and impact. Here’s how you can apply this concept to school marketing right away:

1. Tailor Content to the Platform: Each platform has its style and tone. For instance, Instagram Stories might highlight quick announcements or student success stories with vibrant visuals, while YouTube can dive deeper with tutorials or event recaps. *TikTok? Think fun, authentic content showcasing your school’s culture.

2. Stay Agile and Responsive: School marketing often relies on planned campaigns, but being ready to pivot is essential. Adapt your content to join the conversation if a local event or cultural moment captures your attention. A student-led *TikTok challenge or a trending meme can be a great entry point for engagement.

3. Leverage AI Tools: AI tools like ChatGPT can help you brainstorm and generate content, create engaging captions, or even analyze trends. For instance, use AI to craft social media posts in different styles or to draft newsletters quickly.

4. Analyze and Adjust in Real Time: Cross-channel agility also means measuring performance as you go. Use analytics tools to see which platform delivers the most engagement and focus your energy there.

Remember, the goal is to connect with your audience through content that resonates across various channels. By continuously experimenting and adapting, you’ll build stronger connections and deeper engagement within your community.

BONUS CONTENT: Leveraging Instagram for Authentic Engagement

In today's digital-first landscape, school marketers aiming to improve engagement with Gen Z can learn from American Eagle's approach. According to their CMO, Craig Brommers, TikTok has emerged as a crucial platform for fostering real-time interaction, especially among younger audiences.

School marketers can learn valuable lessons from American Eagle's approach. However, given the potential restrictions on TikTok's operations in the United States, school districts can now use Instagram to experiment with his techniques.

Here are some ways schools can use Instagram effectively to connect and engage with students:

1. Embrace Authenticity: As American Eagle succeeded with creator-led content on TikTok, schools should encourage students and staff to create Instagram content that captures genuine school experiences. Authentic, relatable content resonates deeply with Gen Z, who prefer realness over polished presentations.

2. Utilize Influencers Within Your Community: Leverage local influencers in your school—students, teachers, and parents—to amplify your messaging. Encourage them to share their personal stories and experiences through a casual Instagram Story or fun, quick Reels showcasing school events and projects.

3. Create Viral Moments: Utilize Instagram Reels to initiate challenges or campaigns that engage students in fun and meaningful ways. Whether it's a dance challenge during homecoming week or a creative art display, these moments can go viral and boost school spirit and visibility.

4. Highlight Real People: Similar to how American Eagle uses its platform to showcase real-life personalities, schools can feature students, teachers, and staff in their everyday environments. This approach makes the content more engaging and builds a stronger connection with the audience by highlighting relatable everyday moments.

5. Revamp the School Environment: For those who value the physical aspect of school engagement, transforming parts of the school into Instagram-friendly spots—like interactive murals or themed photo ops—can encourage students to share their school experiences. This makes the environment more engaging and turns the school into a hub of social interaction perfect for sharing on Instagram.

By focusing on Instagram, schools can engage their communities and foster a sense of belonging while adapting to the digital landscape. This approach helps them connect with Generation Z, using Instagram's features to enhance the engagement previously driven by TikTok.

Question of the Week: Creative Ways to Engage Gen Z

What’s the most creative way your school or district has connected with Gen Z students? Whether it’s a TikTok campaign, an Instagram story takeover, or a unique in-person event, I’d love to hear what’s worked for you!

Share your insights or tag me in your favorite example on social media—I might feature your idea in an upcoming newsletter!

Weekly AI Recap: Top Stories in Artificial Intelligence

NFL Tests AI Technology for Accurate First-Down Calls

The NFL is experimenting with Sony's AI system, Hawk-Eye, to improve the accuracy of first-down measurements. Despite the technological advancements, the league emphasizes that human referees will continue to play a crucial role in officiating, maintaining the human element in the game.

talksport.com

Google Introduces 'Ask for Me' AI Feature

Google has launched "Ask for Me," an AI tool that allows users to delegate tasks like booking appointments to an AI assistant. Currently in testing, this feature aims to streamline interactions with businesses by handling calls and scheduling on behalf of users.

thesun.ie

Global Markets React to DeepSeek's AI Advancements

DeepSeek's recent AI developments have prompted a global sell-off in technology shares, raising concerns about the U.S.'s ability to maintain its AI leadership. The company's efficient approach challenges the traditional high-cost models of AI development, leading to significant market reactions.

barrons.com

AI Tip for School Marketers:

Enhance your school's marketing strategy by utilizing AI-powered analytics tools to monitor and analyze engagement metrics across your digital platforms. These insights can help tailor content strategies to better connect with your audience, optimize communication efforts, and improve overall outreach effectiveness.

Let’s Keep the Conversation Going!!!

Thanks for joining me on this deep dive into engaging Gen Z! I’d love to hear your thoughts—reply to this email with your favorite insight or strategy from this week’s issue. And if you know a colleague navigating the Gen Z marketing maze, share this newsletter with them—they’ll thank you for it!

Until next time - Jason W.