Transcript Blue Care Network Team Building

Welcome to
Target Zonta to a Diverse Audience
Ellen Dolsen, Presenter
Zonta Club of PontiacNorth Oakland
Common Ground vs. Generation Gap
Write down the first thing that
comes to mind when I say …..
1. __________
2. __________
3. __________
4. __________
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Overview
 Framework of PR
 Four generations in the workplace
 Examine Gaps, Myths, Conflicts
 Establish Common Ground
 Draft Plan of Action
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Four Generations Today
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Matures – 68 and older - Duty
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Baby Boomers -- 49 – 67 - Identity
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Generation Xers – 33 – 48 –
Entrepreneurial
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Millennials – 22 - 32 - Community
Matures – 68 and older
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Core Values – Hard work; authority
Perception of Work – Obligation
Communication – Formal and written
Key Motivators – Respect for experience
Education – A dream
Family - Traditional; nuclear
Best at – Duty first; reliable, steadfast;
eager to share what they know
Baby Boomers – 49 - 67
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Core Values – Loyalty
Perception of Work – Opportunity
Communication – Person to Person
Key Motivators–Feeling valued, needed
Education – A birthright
Family - Disintegrating
Best at: Idealism, structure, process
Gen Xers – 33 - 48
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Core Values – Work-life balance
Perception of Work – Contractual
Communication–Direct and immediate
Key Motivators – Autonomy; have fun
Education – A way to get there
Family – Latch-key kids
Best at – Independence, entrepreneurialism
unafraid of new things
Millennials – 22 - 32
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Core Values – Innovation and change
Perception of Work – Means to an end
Communication – Text and email
Key Motivators – Collaborating with
bright, creative people; technology
Education – An incredible expense
Family – Merged, blended
Best at – Technology, organized,
demanding, problem solvers
Small Group Activity #1
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Form teams of 5/6 people
Workbook – Page 2 – Instructions
Read page 3, 4, 5 or 6 – Generation in a
Nutshell
Write a Zonta Elevator Speech for one
generation as assigned
Select a spokesperson to report out
- 10 minutes -
Tips for a
Marketing Plan
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Show Matures how to take action in their
own communities
Baby Boomers love options and change
Gen Xers need to feed appetite for
information and learning
Millennials want it all
Baby Boomer Women
and Cause Marketing
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Stories of real people will trump the latest
gadget for women
Women are ensemble players; think “we”
not “me”
See themselves first as members of a
community
Driven by empathy
Interested in belonging
Why Older Donors Matter
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Seniors 65+ will grow to 1 in 5 by 2030
People 50 and over make up 24 % of US
population
As of 2012 53% of US adults 65 + use the
internet or email
49% of seniors who are online in 2012 have
Facebook accounts
Gaps, Myths, Conflicts
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Matures are accustomed to top-down
approach to management
Baby Boomers are exiting the workforce
Baby Boomer generation uses work as a
way to prove their worthiness.
Rock ‘n Roll--Beatles, Rolling Stones, Abba
were all the rage for Boomers
Boomers have had to compete every step
of their careers
Gaps, Myths, Conflicts
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11% fewer Gen Xers to fill seats
Many Gen Xers are unprepared
Gen Xers grew up with sophisticated TV
advertising; learned to distrust the media
Were first children to play video games
Gen Xers value flexibility, work-life
balance, autonomy
Gaps, Myths, Conflicts
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Millennials are goal and achievement
oriented; ambitious
Millennials are still too young
They are citizens of the world
Millennials have been pampered; they are
used to being the center of attention
Small Group Activity #2
Marketing Idea – 10 mins.
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Remain in the same Small Group with the
same generation assignment
Workbook – Page 8 – Instructions
Read generation-specific reference material
on either pages 9, 10, or 11
Answer 5 questions on Page 8
Design one idea from “A through F”
on Page 8
Planning Ahead
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What was surprising?
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What will you do more of?
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What will you do differently?
Steps to Success
Action Plan–Page 12
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Be wary of stereotyping
Be aware of the differences
Appreciate the strengths
Manage differences effectively
Develop a club-specific
PR/Marketing Plan
Communication Plan
Parallel Presence
 Superficial Contact-Initiation Phase
 Making Contact-Self-disclosureIntensifying Phases
 Phase I - Points of Interest
 Phase II – Discovering Passions
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Have fun targeting
Zonta to a diverse
audience!
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