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Ask Me About RT! Creating a Lasting Brand through Powerful I

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Alexis McKenney

on 22 March 2015

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Transcript of Ask Me About RT! Creating a Lasting Brand through Powerful I

Three-Pronged Approach to Marketing RT
Prospective Students
Where it began...
Niles Kuronen, 26
“It was huge to work with friends”
Ask Me About RT!
Creating a Lasting Brand through Powerful Imagery
The Millennials
"They're like Generation X on Steroids"
1. Prospective Students
2. Consumers
3. Practitioners, Payers, and Administrators

Where are all of the RT students?

How do we get more students into the FIU RT program?


At the Starbucks in the library, a TV is on CNN, but nobody is watching. Students, mostly in small groups sit at tables studying, texting, sending emails, and in some cases – talking to one another… sometimes all at the same time. At a table, one student sits alone with a grande coffee cup, talking on a cell phone, while typing on her laptop.

College students more connected than ever through their smart phones

Survey: Community college students prize Internet access over teachers

Ages 20-34

“Internet Generation”


Ages 20-34

College Students Are Addicted to the Internet -
A new study found that college students who abstained from all media for 24 hours felt symptoms of psychological withdrawal, including anxiety and depression

The Internet Generation
They have financial smarts
Work-Life balance isn’t a just a buzz word
Don’t expect to stay in a job, or even a career, for too long
Prize individuality

Bruce Tulgan of Rainmaker Thinking
Striking confidence about work and believe they can make it if they apply themselves
Place their “personal stamp” on every endeavor
Believe a career should be connected to one’s passion, particularly if it helps them to learn new things
*Pew Research Center poll - 81% of 18-25 year olds said getting rich is their generation’s most important goal (51% - famous)

So, what do other professions’ websites look like?

60+ Countries

Marketing Human Service Professions

* More than 500 million active users
* More than 250 million through mobile devices
* 50% of our active users log on in any given day
* Average user has 130 friends
* People spend over 700 billion minutes per month on it
* Average user creates 90 pieces of content each month
* About 70% of users are outside the United States

It’s all about
Boldness Changes Everything

“Smartly compete for their fleeting attention.” “Simplicity and transparency will reign.”

Marketing RT to a Technologically Savvy Market
Where’s the RT?

"SMS of the Internet”

*Estimated 200 million users
*65 million tweets a day
*63% of Twitter users are less than thirty-five years old

“They’d rather text than talk”

Personalized Marketing

Marketing Generation Y

"Generation Z is technology"
am a Recreational Therapist!
Be proud!
Be bold!
Proudly say...
Alexis McKenney
Florida International University
Full transcript