7000 A Day –
Catch the
Boomer Wave!
Jeanette M. Toohey
Director, OLLI at The
University of North Florida
This session
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Boomers
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Definition
Why target?
10 Key Boomer Marketing Trends
Case study of UNF OLLI’s Boomer efforts
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Program overview
Strategies to attract Boomers
Curriculum
 Promotion
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Workshop
What Is A Boomer?
 Born
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between
1943 & 1960 (Landon Y. Jones, Great
Expectations: America & The Baby Boom
Generation; 1980.)
1946 &1964 (William Strauss and Neil Howe,
Generations: The History of America’s
Future, 1584 to 2069; 1992.)
Leading Edge – 1943/6 – 1955
Trailing Edge – 1956 -1964
Why Target Boomers?
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Sustainability
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Currently those 65 and older comprise 26% of
the US population. By 2030 they will comprise
18% of the US population.
It is imperative to engage younger OLLI
members as those currently engaged age out.
Those now 65 or so may work for 5 to 10 more
years prior to full retirement. We need to catch
them now to make them ready for then.
What We Know About
Boomer Marketing Trends*
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Boomers Will Remain at the Head of the Table
More Boomers Will Embrace City Living
Boomers Will Become Even More Wired
Health and Well-Being Will Be Everywhere
Boomers Will Volunteer Even More
Boomers Will Drive Green Innovations
Boomers Will Lead the Age of Responsible Consumerism
Boomers Will Create the “Longevity Economy”
Boomers Will Support a Thoughtful Plan for America’s Future
More Boomers Will Get Religion
* Excerpt from: Jumping Jack Flash: Boomer Project
http://www.boomerproject.com/documents/jumpin_jack/2012_january.php
UNF OLLI Background
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OLLI at UNF is 1 of 10 programs in Division of
Continuing Education (DCE)
DCE
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Reports to Academic Affairs
Support to OLLI includes
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Financial services
Customer care (including registration)
Marketing & PR services
Fully outfitted offices & classrooms
UNF OLLI Background
 Servant
leadership management model:
volunteer led, volunteer staffed including
instructors
 Teams: Curriculum, ED-ventures, Member
Relations, VOLLI, Special Events
 VOLLIs: 200+ dedicated & occasional
 Staff: marketing, logistics & support
UNF OLLI Program Overview
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High volume
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300 enrichment programs annually
3 term catalogs published (Fall, Winter, Spring); Summer
is e-blasted
Low fee: classes priced by length & frequency
 Membership: $45 annually
 One time 90 minute class: Free or $7
 Most expensive class: 14 weeks of 2 hours = $95
 Most classes
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Currently – 3 to 6 weeks currently
Prior to Boomer-related changes – 6 to 8 weeks
What Has UNF OLLI Done?
 Identified
barriers to Boomer participation
 Identified opportunities to shape the
curriculum to include topics & formats of
interest to Boomers
 Identified promotional techniques that
would appeal to Boomers
What Has UNF OLLI Done?
Identified Barriers
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Class hours
M – F, 9:30 a.m. – 5 p.m.
 LEARN Jacksonville (another UNF DCE
enrichment program) holds classes weeknights
and Saturdays
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Technology
Our technological resources
 Technological abilities of long-involved
members
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Diversity of interests
1400 members
 Age 50 to 95
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What Has UNF OLLI Done?
Curriculum
 Diversified
subjects
 Diversified formats
 Developed ED-ventures (out of classroom
learning opportunities)
 Offered weekend study trip
UNF OLLI Curriculum
Fall 2006
12
Fall 2011
courses
 Interactive:
 Traditional
75
4
classroom: 6
 Seminar: 2
courses
 Interactive:
 Traditional
35
classroom: 26
 Seminar: 14
Diverse Classroom Subjects:
Boomer Target Market
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Discovering Your Creativity Mid-Life & Beyond
The Art of Aging
The Mind Matters, But What is it & Who Attends to
it?
Where in the World is the Land of Flowers (La
Florida)? [native plants]
Jacksonville’s 1960s Sit Ins & Ax Handle Saturday
R&B, Soul and Classic Motown
IT IS Going To Rain Today, But WHY?
Your Table, Your History: Writing Your Family
Cookbook
Canalling in France; A Travel Guide to India
Boomer Trend:
Boomers Will Remain at the
Head of the Table
New Curriculum Offerings: Classroom
2 – 4 sessions each
 Challenging Roles in Our Second Adult Life
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Sandwich generation
Successful Life Transitions
Financial & legal planning
 Focused on transitions of divorce, death of a
spouse, illness requiring long term care
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Caring for an Aging Parent
Elder Law
Boomer Trend: Health &
Wellness Will Be Everywhere
New & Newer Classroom Offerings
1 – 6 sessions each
 Brain Training
 Yoga, chair yoga, salsa
 Rediscovering the Labyrinth as a Reflective
Practice
 Pressure Point Pain Relief Strategies,
Theraband Exercises & Stretching
 Managing Chronic Pain
 What to Ask Your Doctor
Diverse Formats: Interactive
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Creativity: studio painting, woodcarving, creative
writing, knitting, crocheting, making bead jewelry,
play reading, acting, gardening, art of storytelling,
instrumental music
Technology, social media: iPhone, iPad,
Facebook, eBay, blogging, digital camera
Games: bridge, Mah Jong(g), crossword puzzles
Wine: connoisseurship, food pairings
Languages
Cooking
Interactive: Discover the World
of Toulouse Lautrec
Curriculum: Winter 2012
New Curriculum Formats
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Hybrid: classroom-based with related out of
classroom ED-venture(s)
ED-ventures: largely local, stand alone, out
of classroom learning experiences
Diverse Formats: Hybrid
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Typically 2 - 4 sessions
Pricing
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Combined - one price only
Menu
Classroom only
 ED-venture only
 Combined at slightly discounted rate
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Out of classroom
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On campus
Off campus
Trend: More Boomers Will
Embrace City Living (Hybrid)
 “Behind
the Scenes with”
 Community theater group (2011: 98
enrollments)
 Museum of Contemporary Art (2011: 89
enrollments)
 Arboretum (2011: 51 enrollments)
 Zoo (Fall 2012: 25 enrollments; 10
waitlisted)
 Chamber music group (Spring 2012: 15
enrollments)
Hybrid: Example
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Facets of Florida: The Norman Studios and Jacksonville’s Silent Film
History
Lecture: Monday, Jan. 30, 1:30 – 3 p.m., 1 session $7
ED-venture: Monday, Feb. 6, 1:30 – 3:30 p.m., 1 session $15
Lecture and ED-venture: $20
Join us for a classroom screening of “Hollywood East,” the award-winning
documentary about our city’s role as host to more than 30 silent film
studios. After the screening, Rita Reagan, education outreach director for
the Norman Studios Silent Film Museum, will present plans to preserve and
develop the studio complex as an annex to the National Park Service. For
our ED-venture, we visit Norman Studios (Arlington) and Klutho Studios
(Springfield) the following week. An optional outing for a Dutch-treat snack
will follow.
(Series: 95 enrollments)
ED-venture:
Norman Silent Film Studios
Some Films Posters
Klutho Film Studio:
Actor Apts., Klutho Home, Site
Hybrid: Natives & Newcomers
in 16th Century Jacksonville
Hybrid: Example
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A Guide to Sea Turtles by a Turtle Patroller
Lecture: May 29, 1:30 – 3 p.m., 1 session, $7
ED-venture: Georgia Sea Turtle Center (Jekyll Island), June 5, $25
Beach Visit (turtle tracks), Friday, June 15, 6:30 a.m.
Beach Visit (nest survey), Date TBA, 7 p.m.
Explore the lives of sea turtles through one classroom presentation
followed by several field trips. One trip in June will take us on an early
morning beach walk to discover turtle tracks leading to a new nest.
An evening beach trip in July will give us an opportunity to survey a
hatched nest and rescue a baby turtle or two. A third, and optional
trip will take us to the Georgia Sea Turtle Center on Jekyll Island. We’ll
enjoy a Dutch Treat lunch at the Jekyll Island Club. Date and times for
field trips will be determined by the class and mama turtles.
(27 enrollments - exceeded capacity)
Hybrid (1st of 4 in classroom):
Travel Sketching 101
ED-ventures
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FY 2011-12
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16 independent ED-ventures offered including weekend study
trip
Revenue: $6,400*
Enrollments: 388; 110 waitlisted students*
Average enrollment: $16.50*
Venues
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Free to UNF OLLI - $10 student fee: Port of Jacksonville; NFL
stadium; UF Proton Therapy Institute; Federal Reserve; PGA
stadium course
Campus concerts (2)
Historic home or site tour & lunch
Contemporary art museum
Holiday concert, lunch, historical museum tour
* Excluding study trip
Spring 2012 Study Trip
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The Gathering in the Everglades: Partnership
with Florida Humanities Council
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3 days
Programming: naturalist led swamp/boardwalk
hikes, prominent Florida humanities scholars,
artists, descendants of Native American &
pioneer families, boat tours (airboat, pleasure
cruise)
$375 pp included programming, meals, local
transportation ($50 pp net to UNF OLLI)
+++ transportation, hotel, optional hikes
36 enrollments (maximum capacity)
ED-ventures
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Fall 2012
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6 independent ED-ventures offered
190 enrollments to date; 46 waitlisted students
Revenue: $2400; $12.63 average enrollment
Venues (fee to UNF – free or $15 pp or less):
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Estuarine reserve ($3; $10 student fee)
St. Augustine Lighthouse ($15; $25 fee)
Internationally renowned local animatronic
designer & manufacturer (free; $10 fee)
Holiday event
University Jazz concert ($8; $10 fee)
History museum ($3; $10 fee)
What Has UNF OLLI Done?
Promotion
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Created tag line “Live well. Learn forever.”
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Cost: free
Appeals to youthful outlook
Appeals to interest in health and wellness
Appeals to interest in joining an organization that
can make a meaningful, lasting difference in their
lives
Redesigned catalog ($1.23 per cap inclusive)
Redesigned website (cost: internal CMS & staff
resources only)
Simplified online registration procedures (cost:
internal CMS & staff resources only)
Brochure to Magazine
 Before
 After
From Stock Photography to
Term Photo Shoots
Incidental Catalog Photos:
Who Looks Like More Fun?
Graphic Presentation: Courses
Graphic Presentation:
Schedule
Segmented Information
Fall 2012 Catalog Costs
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Quantity: 10,000
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Pages: 44
Printing: $8209
Mailing labor &
postage: $2957
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7,000 mailed
Contract design:
$1124
Total: $12,290
Per cap: $1.23
Past Website Presentation
Current Website Landing Page
Simplified Online Registration
E-blast: From Newsletter
to Marketing Tool
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Pre-2011: 1 newsletter per month
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Promoted future opportunities
Reported on past events
Occasional profiles of instructors, students,
VOLLIs
3 – 6 pages, text occasionally broken up by
graphics, photographs
2011 - ?
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4 segmented communications, 1 – 2 pages ea.
Branded headers
Embedded hyperlinks to web registration page
Branded Segmented
e-Communications
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Sent to members
Time sensitive news
Profiles with pictures
(instructors, leaders,
VOLLIs, students)
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Sent to members
Promotes enrollment
opportunities about
6 weeks prior to the
event
Registration hyperlink
embedded
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Promotes 4 free monthly programs; “taste” of
OLLI
Sent to members & non-members
Create a sense of urgency
 “Great Free Programs at a Location Near
You! R.S.V.P. Now! Forward to Friends &
Neighbors!”
Registration hyperlinks embedded
YOUR ASSIGNMENTS
 Appoint
a scribe who will
 Take notes
 Verbally report top results to the room
 Ensure that the written results are
returned to me for distribution to all
delegates in the session
(Please pass a clipboard with forms to
your scribe.)
IDENTIFY PROGRAMMING
(20 minutes)
 Scribes,
please read & re-read your
Boomer trend to your group
 Brainstorm and record program ideas to
address that trend
IDENTIFY TARGET AUDIENCE
(15 minutes)
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Select a few programs & identify their target audiences
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N.b. Age 50 to 70 is not a target audience – it is a pool
comprised of many target audiences
Target audience: a specific group of people at
which a product/marketing message is aimed
Some key target market segments:
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Demographic/socioeconomic segment (gender, age,
income, occupation, education, household size & stage
in the family life cycle)
Psychographic segment (similar attitudes, values &
lifestyles)
Behavioral segment
Identify low/no cost
promotional methods (15 min.)
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How and where does your target audience
access information?
What are the no/low cost options?
Take the programs & target audiences you
selected, develop several strategies for each
that would put the program information into
the minds of your target audience.
How will you assess the success of your
promotional efforts?
Wrap Up
 Lightning
Round Reporting
 Q & A and discussion
 Return forms to Jeanette