Start building your relationship with these parents early on—market to them. One major difference between Boomers and Gen X parents is the lack of brand loyalty. Gen X parents don't weigh brand loyalty in the same way as their parents did. In fact, if they can't see, touch, smell, taste, or hear the value, then chances are they're not going to buy into it—they're most concerned with their bottom line, and that they're receiving exactly what they're paying (more) for.
By clearly outlining your school's value and by educating Gen X parents about what role they must take in order for the end results to be as expected, you will fair much better with them. Simply relying on your school's reputation alone will not bring you much success. These parents want to see your school's justification for performance in every area—from physical safety to academic achievements.
This generation is also seemingly impressed with marketing. You would think that the overbearing amount of marketing that we're faced with on a daily basis would be enough to detour this generation. Oddly enough, however, if your school can clearly communicate its features quickly and easily to this busy generation, you'll make an impact. Some experts believe this is because of the disproportionate numbers of Gen Xers who fill America's sales and marketing workforce. They view the inability to deliver a clear message a sign of incompetence.
Lay out the rules upfront. When meeting Gen X parents for the first time, whether on the phone, while giving a campus tour, or in another situation, it's important to show them more than just what makes your school stand out from the competition. These parents also want the rules spelled out for them—upfront. They want to know what is expected of them—where the school will lead and where they as parents need to refrain from interference.
You don't need to incorporate the rules in a legal document—this doesn't have to be a binding contract. Yet, by presenting Gen X parents with a contract of expectations, you're setting the ground rules for them and potentially gaining their respect by doing so.
Stress personal accountability. Again, Gen X parents care more about bottom-line incentives and personal accountability than they care about good intentions or well-structured institutional processes. How your school will handle a fire drill or emergency on a graph or chart will not interest them—they want to know who is ultimately responsible in such situations.
Gen Xers are working in environments that are structured this way ("gain this client and be rewarded, lose this client and your job is at stake"), and so they expect the same from their child's educational facility. When it comes to volunteering, however, this can potentially be in your school's favor. Gen X parents are more likely to volunteer for events, even if not for their child, if they clearly understand this is for the benefit of the children, not the system as a whole.
Be where your target is. This is another basic marketing tactic—you need to be where your clients and potential clients are. And, of course this means you need to be online as well as keeping up with your traditional marketing touches. You should be using Facebook and Twitter—you should be anywhere and everywhere you know your target demographic "hangs out."
For the Gen X parent, instant information is vital. As easy as it is to track a package, pay a bill, and keep informed about the news, they want to be able to keep track of their child's education and current events within the school's calendar.
Learn more about using social media as part of your school's marketing, communications, and admission efforts at Summer Institute. Admission/Marketing 2.0: Generating Buzz With Generation Next June 27-30, 2010, Wilmington, DE.
Be prepared to compete. Gen X parents are accustomed to being able to opt-out. They enjoy their freedom to choose what elements of services they want, and which they don't—they're used to customizing! They're not afraid to move their child to a competing school that offers an additional class, just for that one subject. They like working with people who are flexible, so be prepared to bargain. And, if your school is not willing to flex with parent demands or desires, then be prepared to lose them to other institutions.
