X Marks the Spot?  Not Anymore – Y Does!

X Marks the Spot? Not Anymore – Y Does!

To whom are you directing your marketing materials?  An article by David Mastovich, who publishes “Light Reading” as part of his “Massolutions” eNewsletter, stated the following:

Marketers, historians and writers love to coin catchy phrases to describe generations with similar life experiences, values and attitudes. An entire column could debate the segmentation and descriptions of various generations. Instead, let’s focus on the communication challenges created as a result of four generations working side by side for the first time in American History, including:

• The Silent Generation, born between 1933 – 1945 (ages 73-85)
• Baby Boomers, born between 1946 – 1964 (ages 54-72)
• Gen X, born between 1965 – 1976 (ages 42-53)
• Gen Y, born between 1977 – 1989 (ages 29-41)

The current talk seems to be about the difficulty working with Gen Y.  Since similar angst occurred when Baby Boomers and Gen Xers entered the workforce, we might want to acknowledge that it could be, as Yogi Berra famously said, deja vu all over again. Each generation has similarities and differences.


USA Today, Time Magazine and other media outlets describe Gen Y as nurtured, programmed and pampered by parents more involved than those of previous generations. Academicians note Gen Yers grew up in the era of ‘latchkey kids,’ daycare and high divorce rates. This combination makes Gen Y the most independent generation to date, with a sense of security, optimism and in some ways, entitlement. Their technological expertise, multitasking skills and educational experiences also make Gen Y more prepared to enter the workforce.

You may realize some truth to the description of generations, although debate exists as to where Generation X ends and Generation Y begins.  If you notice the yearly breakdowns, you’ll note that some of the generations indicated above are between 11 and 18 years in length.  Personally, I like to think of a generation spanning 18 to 20 years or so (as is reflected in the above description of the Baby Boomers).  Similarly, we can see attributes of the Generation Y, more commonly referred to now as “The Millennials,” as present in our current ehigh school students – so either Gen Y is has a later “end” date, Gen X is longer than 11 years, or both.  It will still be a few years into the future before we can determine a more clear line of demarcation

However, for argument sake, let’s think about the ages of the children in our K-12 experience today – 5 years old through 18 – which would make them different from any other generation that has gone before them, as are their parents.  Let’s take a closer look. Read more about X Marks the Spot? Not Anymore – Y Does!

Meet The Parents – Part II

Meet The Parents – Part II

This week’s “Marketing Matter” comes from an initiative set forth by a school in Western Pennsylvania. The principal set up meetings with several parents who were receiving financial aid, yet whose aid application showed they were not in need of as much financial aid as they were receiving. Full-tuition was broken down into a daily […]

What?  Carry Two Phones?

What? Carry Two Phones?

Ten years ago, I posted a Marketing Matter article called “Cell Phones Keep You in Contact.” Back then (in the Dark Ages of technology), not everyone had a cellular phone (as they used to be called). It was the year I went from a Samsung flip phone to a Blackberry, never thinking I’d get used […]

Generational vs. Lifestyle

Generational vs. Lifestyle

A while back in a newsletter from the NonProfit Times, the lead article headline stated, “Mail versus Online: It’s Lifestyle, Not Generational.” At first glance, one can think that this applied to marketing. It’s a headline, and since it’s a NEWSletter, this is big news from recently completed research. As one reads the article, however, […]

Make Your School Market Itself!

Make Your School Market Itself!

Here’s an idea from St. Clement Regional Catholic School in Saratoga Springs, New York. The school does its own talking! When parents drive up, they’re encouraged to tune their car radios to a particular frequency to hear about the school. It uses the technology of “The Talking House,” a concept used by realtors to tell […]

The Difference Between Sales and Development and the Similarity Between Sales and Enrollment

The Difference Between Sales and Development and the Similarity Between Sales and Enrollment

For most of the nation, “School’s Out!” Time to take a well-deserved break from all the hard work and the successes, as well as the disappointments and the stresses of the school year, right? Wrong. (But you knew I was going to say that.) This is where the work begins! As an example, I’ll point […]

$100

$100

As summer gets underway, here’s something to think about to grow your enrollment. Actually, many schools do this already – offer a “finder’s fee” for new students. Capitalizing on the axiom “Parents talk to parents,” good “buzz” about your school from parents that lead to other parents enrolling their children can be rewarded. Some schools […]

Memorial Day…a Day That’s Poorly Utilized

Memorial Day…a Day That’s Poorly Utilized

Memorial Day has taken on a renewed meaning since our nation has been constantly engaged in military operations in the fight against terrorism.  Usually thought of as “The Start of Summer,” or the day when the pool is opened, Memorial Day has once again become a day where we remember and honor those individuals that made the ultimate sacrifice […]

Leadership vs. Faith, Hope and Love

Leadership vs. Faith, Hope and Love

Let me begin by saying that BOTH perspectives are important in a Catholic, Christian, or any-faith based school. However, since this is a “Marketing Matter,” and its intent is to bring your school more students, dare I suggest “Leadership” would be the correct answer. If we consider Faith, Hope and Love as more important, as […]

Don’t Confuse Enrollment With Retention

Don’t Confuse Enrollment With Retention

This is the second of four Marketing Matters that speak to several juxtapositions that our school administrators, board members and pastors grapple with as we move further into the 21st Century. Last week’s Marketing Matter, “To Whom Does Your School Minister?” asked school administrators to consider that although faith-based schools are viewed as a business […]

To Whom Does Your School Minister?

To Whom Does Your School Minister?

As May begins, many schools are beginning to “wind down.”  At least a few (if not more) children have started their countdown toward summer vacation, and high school seniors already have their minds on graduation and beyond. But this time of year is also fraught with anxiety in many Catholic and Christian schools. In media […]

Volunteers Equal Contributions – In More Ways Than One

Volunteers Equal Contributions – In More Ways Than One

Volunteers provide valuable service to your school.  Homeroom moms, cafeteria cooks, PTG officers, and electrical and technical experts, and many others give of their time and talent, and some schools have programs to recognize their outstanding volunteer service.  Some time ago, a Diocese had a distinctive approach to honoring those who volunteer by presenting them […]

Make the Wheels Turn

Make the Wheels Turn

One of the things we hear a lot about these days is “Reinventing the Wheel.” Many of us think we have a great idea, and then when trying to bring it to life, find out that someone else has already had the idea, and may have failed at bringing it to fruition. Further research may […]

Ad Placement in Unexpected Places

Ad Placement in Unexpected Places

A number of years ago, I attended my nephew’s Spring Musical at the public high school he attended along with the rest of my family. Naturally, we purchased a program since it was his senior year, and he had one of the lead roles. His performance was outstanding – to the point that his curtain […]

Create a Compelling Vision

Create a Compelling Vision

I’ll bet your school has a Mission Statement. I’ll bet your school has it posted somewhere near the front door or near the school’s office. Chances are people walk right past it. Your Mission Statement should be short enough so that it can be memorized by every person that is currently involved with your school […]

Move the Stone

Move the Stone

A number of years ago, my family attended the Easter Vigil Mass at St. Winifred Parish in Mt. Lebanon, Pennsylvania. We used to be parishioners there, and I started my teaching career at St. Winifred School. It’s my mother-in-law’s parish now, so going there to celebrate liturgy, especially on Easter, brings back memories of cantoring […]

Gratuity

Gratuity

The research shows that student achievement in faith-based schools, many times, surpasses student achievement of public school students. The research also shows that those who attend faith-based schools are more likely to accept a leadership role in their respective church. But sometimes, anecdotes provide the impetus for seeing where we can still make improvements, especially […]

Sacrifice

Sacrifice

Next Sunday, the readings for Palm Sunday will show how fast the mood of the community can change. Jesus rides into Jerusalem on a donkey and he is hailed by crowds waving palm branches; just days later, he’s put to death, with a crowd that jeers Him rather than cheers Him. Perhaps you’ve experienced the […]

It’s Not Even “Who Knows You”

It’s Not Even “Who Knows You”

Last year, I posted a Marketing Matter that stated “It’s not who you know, but who knows you.”  Sales guru Jeffrey Gitomer has stated this concept in several of his excellent and inspiring books. But I’ve come to believe that successful marketing is all about making the right connections. Positioning makes the connection between a […]

Demonstrating Faith Identity

Demonstrating Faith Identity

In 2008, I was privileged to be a presenter at the National Catholic Education Association (NCEA) Convocation in Indianapolis, Indiana, and to be associated with a conference where Daniel Pink (“A Whole New Mind”) was the keynote speaker. The February/March 2008 issue of “Momentum,” the publication of the National Catholic Educational Association (NCEA) which was […]