From Millennials to Boomers: How to Communicate With Today’s Parents

From Millennials to Boomers: How to Communicate With Today’s Parents
From Millennials to Boomers: How to Communicate With Today’s Parents

Advancement

You’ve probably noticed—your schools’ parents and their communication needs are changing. There are still many baby boomers among parents of today’s K–12 students. We’re even seeing boomer grandparents who are involved in their grandchildren’s education. Boomers are typically categorized as ages 55–73.

But your school doesn’t communicate only with this older generation. You’ve probably also encountered Gen Xers, ranging from 40–54 years old, and now millennials, ages 25–39, among the parental ranks. Each group of parents tends to value different things when it comes to their children’s education, how they prefer to communicate, and what they want from your school.

You need your messages to resonate with all these groups on everything from overall value to tactical, day-to-day information. How do you reach them where they are and ensure they get the information they need? Every generation wants to receive information differently.

Baby Boomers

  • Preferred method of receiving information: In person or via telephone.
  • Preferred method to consume news: Print periodicals, such as newspapers, books, and magazines, and television news.

Generation X

  • Preferred method of receiving information: Email.
  • Preferred method to consume news: Online news sources.

Millennials

  • Preferred method of receiving information: Text messages.
  • Preferred method to consume news: Social media, such as Twitter and Instagram.

So, depending on your school’s unique parent mix, you’ll want to employ the right tactics to communicate effectively. Continue to refine your strategies to meet parents where they are.

Another question we often hear—Does print have any place in today’s marketing mix? The answer is, it depends. Digital is certainly faster and often cheaper. But a print piece with the right strategy and messaging can cut through the noise to help you achieve your goals.

Additional ISM Resources:
The Source for Advancement Vol. 17 No. 1 What Parents and Students Want When It Comes to Your School
The Source for Advancement Vol. 16 No. 5 The Information Parents Value Most

Additional ISM resources for members:
I&P Vol. 40 No. 9 Marketing Communications and the Parent
I&P Vol. 40 No. 11 Three Hallmarks That Lead Parents to Choose Your School

Volume Number
Volume 18
Issue Number
1
Image of a teacher and students in class
Image of a teacher and students in class

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