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Capture and Keep 'em: Millennials

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Mallory Arents
Mallory Arents

We load our children and parents up with storytimes, create wacky programs for teens and students, and provide an array of lifelong learning opportunities for seniors, but what happens when our patrons just reach adulthood? Often referred to as the "Lost Generation", millennials are actively seeking opportunities to engage and join their communities. Learn how to create targeted marketing materials and how to provide programs and services designed specifically with this group in mind.

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CAPTURE AND KEEP 'EM: MILLENNIALS Mallory Arents Head of Adult Programming Darien Library marents@darienlibrary.org @MLArents
Meet Darien, CT Who are they? What do they want? Talk like a millennial To booze or not to booze Millennials and books Awesome programs you should steal Q&A AGENDA WHAT'S THE PLAN?
Your chance to meet: a real, live millennial!
Capture and Keep 'em: Millennials
Why design for millennials?
WHO ARE THEY? According to Census data, Nation's largest living generation Immigration adds to this population Born between 1981-1996 Hit hard by the Great Recession $$$ Student debt $$$ In 2014, for the first time in more than 130 years, adults ages 18 to 34 were more likely to be living in their parents’ home than they were to be living with a spouse or partner in their own household.
POLITICS
LESS LIKELY TO.. ..be involved in organized religion ..move homes ..be married ..own a home ..have children
What do they want?
What did we create?
Capture and Keep 'em: Millennials
No one checks your Library's website to find out what's happening on a Friday night.
Mallory's tips for Marketing Success! Don't just create an event/collection/service, create a BRAND. If all else fails, force them to come.
Capture and Keep 'em: Millennials
Meetup Dos and Don'ts
How to talk like a millennial
No one wants to come to your Holiday Crafts program.
To booze or not to booze?
Millennials and Books "YA books for those who are a little less Y and a lot more A."
Steal these great programs!
Nerf Blaster Capture the Flag
Tie-Dye Like a Boss Plant Printmaking
Field Trips!
Speed Friendship-ing
Open Mic night: celebrating black voices
Board Game Battle Royale
The Happy Bucket
The Happy Bucket
RESOURCES Aromin, Joshua. "The Unicorn of Things: Making Friends as an Adult – Joshua Aromin – Medium." Medium. N.p., 16 June 2016. Web. 03 May 2017. Comparing Millennials to Other Generations." Pew Research Center's Social & Demographic Trends Project. Pew, 19 Mar. 2015. Web. 03 May 2017.  Fry, Richard. "Americans Are Moving at Historically Low Rates, in Part Because Millennials Are Staying Put." Pew Research Center. Pew, 13 Feb. 2017. Web. 03 May 2017. Fry, Richard. "Millennials Overtake Baby Boomers as America’s Largest Generation." Pew Research Center. Pew, 25 Apr. 2016. Web. 03 May 2017. Maniam, Shiva, and Samantha Smith. "A Wider Partisan and Ideological Gap between Younger, Older Generations." Pew Research Center. Pew, 20 Mar. 2017. Web. 03 May 2017. Masci, David. "Q&A: Why Millennials Are Less Religious than Older Americans." Pew Research Center. Pew, 08 Jan. 2016. Web. 03 May 2017.
Mallory Arents Head of Adult Programming Darien Library marents@darienlibrary.org @MLArents GOT QUESTIONS?

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Capture and Keep 'em: Millennials

  • 1. CAPTURE AND KEEP 'EM: MILLENNIALS Mallory Arents Head of Adult Programming Darien Library marents@darienlibrary.org @MLArents
  • 2. Meet Darien, CT Who are they? What do they want? Talk like a millennial To booze or not to booze Millennials and books Awesome programs you should steal Q&A AGENDA WHAT'S THE PLAN?
  • 3. Your chance to meet: a real, live millennial!
  • 5. Why design for millennials?
  • 6. WHO ARE THEY? According to Census data, Nation's largest living generation Immigration adds to this population Born between 1981-1996 Hit hard by the Great Recession $$$ Student debt $$$ In 2014, for the first time in more than 130 years, adults ages 18 to 34 were more likely to be living in their parents’ home than they were to be living with a spouse or partner in their own household.
  • 8. LESS LIKELY TO.. ..be involved in organized religion ..move homes ..be married ..own a home ..have children
  • 9. What do they want?
  • 10. What did we create?
  • 12. No one checks your Library's website to find out what's happening on a Friday night.
  • 13. Mallory's tips for Marketing Success! Don't just create an event/collection/service, create a BRAND. If all else fails, force them to come.
  • 16. How to talk like a millennial
  • 17. No one wants to come to your Holiday Crafts program.
  • 18. To booze or not to booze?
  • 19. Millennials and Books "YA books for those who are a little less Y and a lot more A."
  • 25. Open Mic night: celebrating black voices
  • 29. RESOURCES Aromin, Joshua. "The Unicorn of Things: Making Friends as an Adult – Joshua Aromin – Medium." Medium. N.p., 16 June 2016. Web. 03 May 2017. Comparing Millennials to Other Generations." Pew Research Center's Social & Demographic Trends Project. Pew, 19 Mar. 2015. Web. 03 May 2017.  Fry, Richard. "Americans Are Moving at Historically Low Rates, in Part Because Millennials Are Staying Put." Pew Research Center. Pew, 13 Feb. 2017. Web. 03 May 2017. Fry, Richard. "Millennials Overtake Baby Boomers as America’s Largest Generation." Pew Research Center. Pew, 25 Apr. 2016. Web. 03 May 2017. Maniam, Shiva, and Samantha Smith. "A Wider Partisan and Ideological Gap between Younger, Older Generations." Pew Research Center. Pew, 20 Mar. 2017. Web. 03 May 2017. Masci, David. "Q&A: Why Millennials Are Less Religious than Older Americans." Pew Research Center. Pew, 08 Jan. 2016. Web. 03 May 2017.
  • 30. Mallory Arents Head of Adult Programming Darien Library marents@darienlibrary.org @MLArents GOT QUESTIONS?