1. What You Need to Know… Helping to Connect with Students or Generation What ? USPS Educational Department Annual Meeting Jacksonville FL USPS Educational Department Annual Meeting Jacksonville FL 2014

2. Is this the typical face of a USPS member?

3. Generation What ? Or are these ??

4. The times they are a- changin Even Bob Dylan looks different now than when he recorded the song We need to recognize the changes

5. Generations Who are they ? Baby Boomers Generation X Generation Y, Echo Boomers or Millenials Generation Z

6. Generation What ? The 4 generations include individuals with: Different Values Different Ideas Different Ways of Getting Things Done Different Ways of Communicating Why is this important ?

7. Baby Boomers Born: 1946-1965 Age 2014: 49-68 Current population: 77 million Witnessed & ushered social change College Graduates 29 % Married 67% Homeowners 80% Support adult children 59% Work past retirement Only 11% plan to totally retire

8. BoomersBoomers Major Influences Suburbia Suburbia TV TV Vietnam, Watergate Vietnam, Watergate Protests: Civil Rights and Womens movements Protests: Civil Rights and Womens movements Drugs, Sex & Rock n Roll Drugs, Sex & Rock n Roll Characteristics Idealistic Idealistic Competitive Competitive Question Authority Question Authority Optimist Slogan: Live to Work

10. Generation X Born 1966-1976 Age 2014: 38-48 Current population: 41 million Exposed to daycare ; latchkey kids ; children of divorce Skepticism – whats in it for me? Lowest voting participation of any generation Educated – 29% Bachelors Degree or higher Pragmatic

11. Generation X Major Influences Sesame Street, MTV Sesame Street, MTV Game Boy Game Boy PC /Mac PC /Mac Divorce rate tripled Divorce rate tripled Latch-key children Latch-key children Left alone Left alone Characteristics Eclectic Eclectic Resourceful Resourceful Self-reliant Self-reliant Distrustful of institutions Distrustful of institutions Highly adaptive to change & technology Highly adaptive to change & technology Skeptic Slogan: Work to Live

13. Generation Y Born 1977-1994 Age 2014:20-32 Current population : 71 million Sophisticated Technology wise Immune to most traditional marketing pitches Racially and ethnically diverse Less brand loyal Dual income or single parent families 1 in 9 has credit card co-signed by parent Short attention spans

15. Generation Y Major Influences Expanded technology Expanded technology Natural disasters Natural disasters Violence; gangs Violence; gangs Diversity Diversity Coddled by parents Coddled by parents Characteristics Globally concerned Globally concerned Realistic Realistic Cyber-savvy Cyber-savvy Suffer ADD Suffer ADD Remote control kids Remote control kids Realist Slogan: Its all about me

16. Generation Z Born 1995-2012 Age 2014:10-19 Current population : 23 million and growing Diverse environment High technology use All born after the advent of the internet Future ??

19. The End of Membership As We Know It By Sarah Sladek By Sarah Sladek 19

20. Generation What ? we cannot simply accept what has been done before and carry on hoping for the best we cannot simply accept what has been done before and carry on hoping for the best societal changes: societal changes: volatile economics, volatile economics, demographic shifts, demographic shifts, rapidly changing technologies rapidly changing technologies we cannot simply accept what has been done before and carry on hoping for the best we cannot simply accept what has been done before and carry on hoping for the best societal changes: societal changes: volatile economics, volatile economics, demographic shifts, demographic shifts, rapidly changing technologies rapidly changing technologies

21. Four Critical First Steps: One Four Critical First Steps: One Focus on real benefits (remember technology) Focus on real benefits (remember technology) members joined because of our ability to provide boating benefits, members joined because of our ability to provide boating benefits, or said another way, or said another way, members joined because USPS fulfilled an expectation providing them something valuable members joined because USPS fulfilled an expectation providing them something valuable members renew memberships when benefits meet expectations members renew memberships when benefits meet expectations Four Critical First Steps: One Four Critical First Steps: One Focus on real benefits (remember technology) Focus on real benefits (remember technology) members joined because of our ability to provide boating benefits, members joined because of our ability to provide boating benefits, or said another way, or said another way, members joined because USPS fulfilled an expectation providing them something valuable members joined because USPS fulfilled an expectation providing them something valuable members renew memberships when benefits meet expectations members renew memberships when benefits meet expectations 21

22. Four Critical First Steps: Two Four Critical First Steps: Two Identify needs to develop better benefits, Identify needs to develop better benefits, recognize changing membership needs recognize changing membership needs provide value to your members in the way they want to access it now provide value to your members in the way they want to access it now member marketing plans are member marketing plans are very important very important please remember that word please remember that word of mouth remains effective of mouth remains effective but not as effective as … but not as effective as … Four Critical First Steps: Two Four Critical First Steps: Two Identify needs to develop better benefits, Identify needs to develop better benefits, recognize changing membership needs recognize changing membership needs provide value to your members in the way they want to access it now provide value to your members in the way they want to access it now member marketing plans are member marketing plans are very important very important please remember that word please remember that word of mouth remains effective of mouth remains effective but not as effective as … but not as effective as … 22

23. Four Critical First Steps: Three Four Critical First Steps: Three The Importance of Marketing The Importance of Marketing focus on our customers/members focus on our customers/members target their needs (ASK WHAT THEY ARE!) target their needs (ASK WHAT THEY ARE!) make our products or services more widely known make our products or services more widely known differentiate the real value differentiate the real value of USPS! of USPS! Four Critical First Steps: Three Four Critical First Steps: Three The Importance of Marketing The Importance of Marketing focus on our customers/members focus on our customers/members target their needs (ASK WHAT THEY ARE!) target their needs (ASK WHAT THEY ARE!) make our products or services more widely known make our products or services more widely known differentiate the real value differentiate the real value of USPS! of USPS! 23

24. Four Critical First Steps: Four Four Critical First Steps: Four Innovation is a must Innovation is a must The world we've made, as a result of the level of thinking we have done thus far, creates problems we cannot solve at the same level of thinking. The world we've made, as a result of the level of thinking we have done thus far, creates problems we cannot solve at the same level of thinking. Four Critical First Steps: Four Four Critical First Steps: Four Innovation is a must Innovation is a must The world we've made, as a result of the level of thinking we have done thus far, creates problems we cannot solve at the same level of thinking. The world we've made, as a result of the level of thinking we have done thus far, creates problems we cannot solve at the same level of thinking. 24

25. Generation What ? Even though we are not marketers… Marketing and promotion are integral to our continued success and must work in a coordinated fashion with course and seminar development to ensure we provide the right course or seminar to the appropriate group and location Even though we are not marketers… Marketing and promotion are integral to our continued success and must work in a coordinated fashion with course and seminar development to ensure we provide the right course or seminar to the appropriate group and location

26. Gen X is on the cusp of supplanting Boomers - in the workforce - is the target market for our new members - primary focus Gen Y longer range plans once Gen X addressed - they are impatient and do not want to wait -start thinking now USPS USPS needs to - recognize and understand this societal evolution - act to take advantage of the opportunities - modify and develop programs that meet the needs of Gen X,Y and other key demographic groups: women & Latinos Generation What ?

27. Exercise(5 minutes) Pick one current course and discuss how to tailor it to accommodate the particular characteristics of the target audience – Gen X, Gen Y, Exercise: (5 minutes) Pick one current course and discuss how to tailor it to accommodate the particular characteristics of the target audience – Gen X, Gen Y, Women, Latinos Generation What ?

28. Group Discussion Course structure Course structure Delivery Modalities Delivery Modalities Duration Duration Evaluation/Assessment Evaluation/Assessment Other ? Other ? Group Discussion Course structure Course structure Delivery Modalities Delivery Modalities Duration Duration Evaluation/Assessment Evaluation/Assessment Other ? Other ? GenX GenY Women Latinos Exercise :