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BlogCracking the Code: Engaging Gen Z and Alpha in Education Marketing 

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Cracking the Code: Engaging Gen Z and Alpha in Education Marketing 

Reaching Generation Z and Alpha prospective students requires a nuanced approach that aligns with their values, habits and preferences. Let’s start by looking at each persona profile. Understanding these generation profiles allows us to develop strategies, tactics and channels to connect with them effectively.

Generation Z: The Socially Conscious Digital Pros

Born 1997-2010 | Approx. Ages 12-27

Generation Z grew up in a digitally connected environment with a diverse family background emphasizing education and social responsibility. They are tech-savvy, socially conscious and value authenticity and transparency. Their short attention spans mean they prefer quick, bite-sized content and highly value personalized experiences.

Marketing Strategies to Connect with Gen Z:

  • Create Micro-content - Gen Z has short attention spans. Utilize bite-sized content like infographics, short videos and interactive polls on social media platforms like TikTok and Instagram.
  • Champion DEI - Showcase a vibrant campus community with a strong focus on equity and inclusion. Collaborate with student organizations representing diverse backgrounds to promote the school.
  • Leverage Technology - Integrate virtual tours, interactive campus maps and online chatbots for a high-tech user experience.
  • Engage Socially - Stay active on social channels and engage with student comments in relevant conversations. Utilize Gen Z influencers who align with your school’s values.

Generation Alpha: The Screen Savvy & Entrepreneurial

Born 2010-2025 | Approx. Ages 0-14 

Generation Alpha is born into a highly digital and interconnected world. They are digital natives who value interactive and tech-driven learning experiences. This generation is curious and creative placing a high value on family and community-oriented activities. 

Marketing Strategies to Reach Parents of Gen Alpha:

  • Social Media Marketing - Seek out and publish content on popular educational channels and websites frequented by parents of Gen Alpha to generate interest in your school.
  • Early Outreach - Host virtual information sessions and webinars for families with younger children.
  • Feature Experiential Learning - Highlight internship opportunities, study abroad programs and service-learning projects that provide real-world experiences.
  • Emphasize Skills Training - Focus on how your curriculum equips students with critical thinking, digital literacy, flexibility and adaptability. These skills are vital in the ever-evolving and competitive job market.

To dive deeper into these distinct generational characteristics, interests and communication preferences download our detailed persona profiles now. 

Understanding Generation Z and Alpha is key to creating effective education marketing strategies that resonate. Get ahead of the curve by leveraging insights from our comprehensive persona profiles. 

Get more smart insights for higher education marketing delivered to your inbox by signing up for our newsletter today. If you’d like more information on AMPERAGE’s research, brand development, and planning and strategy services, email Rachael Holland at rholland@AMPERAGEmarketing.com.  

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Rachael is a relationship builder, a keen listener and a strategic thinker with a proven track record of driving business growth. Here is how one client described Rachael. "She is smart, respectful, and listens to our direction and ideas. She uses her expertise to enhance plans by drawing on her knowledge and experience and communicating our vision to the rest of the AMPERAGE team." With an extensive background in higher education business development as well as earning her MBA, Rachael utilizes her growth mindset to formulate and implement growth strategies that drive expansion. She also oversees and optimizes marketing strategies for enhanced brand visibility. She has worked with many clients but has worked most closely with the Eastern Iowa Airport - CID, Kirkwood Community College, Cowley College, Southeastern Community College, Heartland Express and Iowa Health+. She has also presented at numerous conferences, including the National Council for Marketing & Public Relations (NCMPR), The Way Up and UNI PRSSA. Rachael is also a community leader including volunteering for the United Way, serving on the board for the Iowa Giving Crew and fundraising as part of the Leadership for Five Seasons class of 2023. Her role on the local Executive Leadership Team for the American Heart Association in Linn County grew out of personal experience. According to Rachael, "My mother survived a stroke 15 years ago, so I naturally became passionate about fundraising and educating communities about warning signs/symptoms of stroke and heart disease in women." Because of these kinds of personal passions, philanthropy and nonprofit work have become hallmarks of AMPERAGE's work and volunteerism. If you want a sample of Rachael’s thinking, click on the AMPERAGE Marketing AMPcast or an AMP Blog.