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HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad...

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2020 GEN Z MEDIA REPORT - THE STATE OF POSTSECONDARY MARKETING TO HIGH SCHOOL STUDENTS HOW HIGH SCHOOL STUDENTS ARE CONSUMING POSTSECONDARY MARKETING MATERIALS
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Page 1: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

2020 GEN Z MEDIA REPORT - THE STATE OFPOSTSECONDARY MARKETING TO HIGH SCHOOL STUDENTS

HOW HIGH SCHOOL STUDENTS ARE CONSUMING POSTSECONDARY MARKETING MATERIALS

Page 2: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

1

TRADITIONAL MEDIA CHANNELS ARE WANING$FFHVV� DQG�SUR[LPLW\� DUH� WKH�PRVW� LPSRUWDQW� IDFWRUV� LQµXHQFLQJ� UHFDOO� RI� SRVWVHFRQGDU\� DGV��

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RI�VWXGHQWV�UHSRUW�VHHLQJ�DQ�DG�RU�SRVWHU�LQ�WKHLU�KLJK�VFKRRO�

AD RECALL FOR PSE INSTITUTIONS

66%

57%

44%

19%

17%

12%

11%

12%

59%

55%

40%

14%

18%

11%

10%

19%

Social Media Ad

Ad/Poster in my high school

Ad on a website

Billboard ad

TV ad

Radio ad

Spotify/Pandora ad

None of the above

Grade 12 Grade 10 & Grade 11

Academica Group and Glacier surveyed 1,397 high school students in January 2020 exploring high school students’ usage of marketing and branding resources for postsecondary institutions. These students primarily came IURP�$OEHUWD��%ULWLVK�&ROXPELD��DQG�2QWDULR��7KLV�VWXG\�EXLOW�RQ�WKH�´QGLQJV�of the 2019 survey into how today’s high school students interact with key media and postsecondary marketing initiatives.

Page 3: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

2

VIDEOS AND IMAGES ARE VITAL WHEN IT COMES TO GETTING NOTICED2YHUDOO�� VWXGHQWV� SULPDULO\� DFFHVV� VRFLDO� PHGLD�� PHVVDJLQJ�� DQG�

HQWHUWDLQPHQW� DSSV� DQG�ZHEVLWHV� WKDW�ZHUH� LPDJH��� YLGHR��� RU� DXGLR�

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DPRQJ�����DQG�����RI�VWXGHQWV��UHVSHFWLYHO\�

DAILY SOCIAL MEDIA HABITS

3/$7)2506 86('

���

���

���

���

���

���

���

Daily Usage

Instagram

94%

Snapchat

87%

Spotify

82%

TikTok

72%

YouTube

61%

Twitter

37%

Reddit

31%

Facebook

28%

Tumblr

26%

LinkedIn

9%

Page 4: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

3

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YLGHRV�WKDW�FDQ�EH�VZLIWO\�DQG�HDVLO\�FRQVXPHG��7KLV�KLJKOLJKWV�WKH�LPSRUWDQFH�RI��YLVXDO�PDWHULDOV��

WKURXJKRXW�LQVWLWXWLRQDO�PDUNHWLQJ�HIIRUWV�

GRADE 10

95% 95% 96%

87% 87% 88%

78% 83% 84%

66% 67% 60%

64% 62% 64%

31% 34% 47%

28% 32% 37%

16% 17% 23%

10% 8% 12%

3% 5% 6%

GRADE 11 GRADE 12

Page 5: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

4

HOW GEN Z ARE RESEARCHING POSTSECONDARY INSTITUTIONS:KLOH�SURVSHFWLYH�VWXGHQWV�DW�WKH�WRS�RI�WKH�UHFUXLWPHQW�IXQQHO�PD\�EH�

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OHDUQ�PRUH�DERXW�SRVWVHFRQGDU\�RSWLRQV�W\SLFDOO\�XVH�,QVWDJUDP��������

70%

51%

use university or college websites

use social media or online forums

Instagram 72%

19%Facebook

10%Twitter

8%Snapchat

42%YouTube

12%Reddit

8%TikTok

3%LinkedIn

RESEARCH TOOLSGrade 12 Grade 10 & Grade 11

39%40%

61%47%

University/college viewbooks and brochures University/college rankings

3%8%26%

52%Visiting campus (open houses, tours, unofficial visits) None of the above

42%43%

62%49%

Attending high school visits, booths, and presentations from recruiters Education related websites (myBlueprint, studycanada.ca)

76% 50%50%64%

University/college websites Social media/online forums

25%21%

53%30%

Videos/virtual toursUniversity/college fairs

+RZHYHU��ZKHQ�ZH�ORRN�DW�WKH�IXOO�UDQJH�RI�UHVRXUFHV��VWXGHQWV�PRVW�FRPPRQO\�XVH�LQVWLWXWLRQDO�

ZHEVLWHV� ������� 2WKHU� FRPPRQ� DYHQXHV� RI� LQIRUPDWLRQ� LQFOXGH� DWWHQGLQJ� KLJK� VFKRRO� YLVLWV��

ERRWKV��DQG�SUHVHQWDWLRQV�IURP�UHFUXLWHUV�������DQG�YLHZERRNV�EURFKXUHV��������

Page 6: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

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Page 7: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

6

GIVE THEM THE CONTENT THEY WANT VIA THE CHANNELS THEY PREFER2QH�ZD\� WR�RIIHU�SURVSHFWLYH� VWXGHQWV� VSHFL´F�� UHOHYDQW�� DQG�YLVXDOO\� DSSHDOLQJ� LQIRUPDWLRQ� LV�

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73% 38% 28% 22%

17% 15% 6% 1%

COMMUNICATION PREFERENCES

COMMUNICATION PREFERENCES

Email

Direct mail

Text message

Phone call

Form on school website

Online chat box/live chat

Social media direct message

Other

Email

Text message

Form on school website

Social media direct message

Direct mail

Phone call

Online chat box/live chat

Other

Grade 12 Grade 10 & Grade 11

79% 15%66% 19%

14%16%

6%

1%

5%

1%

34%42%

25%31%

17%28%

Page 8: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

7

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CONTENT THEY WANT TO SEE

82% 72% 67%

53% 53% 47%

Program details (e.g., admission requirements,

specializations, work experience)

Getting a feel for the school and whether I will

´W�LQ�

Information about costs (e.g., tuition, scholarships, and ´QDQFLDO�DLG�

Campus offerings (e.g., food options, clubs, residences, student

services)

Important dates and deadlines (e.g.,

application deadline, offer deadline)

Details about events I can attend to learn more about the school (e.g.,

open house, tours, fairs)

Page 9: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

8

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Page 10: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

9

KEY DECISION FACTORS

TRUST

/RFDWLRQ66%

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&RVW�RI�DWWHQGLQJ62%

6WXGHQW�OLIH�RQ�FDPSXV61%

5HSXWDWLRQ�LQ�P\�SURJUDP�RI�LQWHUHVW59%

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)ULHQGV�IDPLO\�DUH�RU�KDYH�VWXGLHG�WKHUH20%

7UDQVIHU�RSSRUWXQLWLHV15%

Other2%

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�������DQG�WHDFKHUV�������DUH�WKH�PRVW�FRPPRQ�VRXQGLQJ�ERDUGV�IRU�SURVSHFWLYH�VWXGHQWV��:KHQ�

LW�FRPHV�GRZQ�WR�LW��VWXGHQWV�SODFH�WKHLU�JUHDWHVW�WUXVW�LQ�FXUUHQW�VWXGHQWV�RU�JUDGV��������IDPLO\�

PHPEHUV�������DQG�JXLGDQFH�FRXQVHOORUV�������

Family Members

Guidance Counsellors

Teachers

Representative from a university/college

Friends

Coaches

No one

University/college students or graduates 51%

49%

43%

39%

31%

27%

8%

2%

Page 11: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

TAKE ACTION

TO LEARN MORE ABOUT WHAT’S WORKING (AND WHAT ISN’T) AT YOUR INSTITUTION, TALK TO GLACIER AND ACADEMICA GROUP TODAY

Bruce K. Thompson

��6HQLRU�9LFH�3UHVLGHQW��$FDGHPLFD�*URXS

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��3KRQH���������������([W����

��+LJK�(G�5HVHDUFK�_�&RQVXOWLQJ�_�&RQWHQW�_�&DUHHUV

Matt Diteljan

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Contact Us Contact Us

10

Page 12: HOW HIGH SCHOOL STUDENTS ARE CONSUMING … - Whitepaper 20… · Ad on a website Billboard ad TV ad Radio ad Spotify/Pandora ad None of the above Grade 12 Grade 10 & Grade 11 Academica

2020 GEN Z MEDIA REPORT -THE STATE OF POSTSECONDARY MARKETING TO HIGH SCHOOL STUDENTS

HOW HIGH SCHOOL STUDENTS ARE CONSUMING POSTSECONDARY MARKETING MATERIALS


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