Beauty Link - Volume 5, Issue 2 - (Page 53)
CONNECT WITH MILLENNIALS
INVOLVEMENT BY JP SMITH
eventy-nine million strong, Millennials are young
Americans between the ages of 18-35 that make up
a large percentage of your graduates.
The Millennial generation has been shaped by
tragic world events and natural disasters, which have
instilled a sense of social responsibility within them.
They view the entire world as global, connected and around-theclock. Over the past 10 years, Millennials have matched other
adults in civic engagement activities, such as volunteering and
So how do you show Millennials that your school understands
them—their morals, their beliefs and their values? Get your school
involved within your local community! Nearly six-in-10 Millennials
say they have volunteered in the past 12 months. By participating
in local community events, you provide an opportunity for students
to give back and get involved, which they yearn for.
Think Local and Make it Matter
There are tons of opportunities to get your beauty and wellness
school involved in the local community. Here are some ideas:
HOST AN EVENT ON CAMPUS Provide members of the community a
chance to tour your campus and learn about your school’s culture,
which will fuel them with an experience that they can talk about
with their friends and family members.
Hold high school homecoming and prom promotions in the salon
offering discounts on hair and make-up services for their special
day. This will provide high school students who are looking to
make the next step in their lives with a memorable experience
at your school.
SPONSOR A LOCAL EVENT Conduct research on different events
that are popular within your current student body and local community. Identify events that have a creative and artistic focus, such
as fashion shows, art walks and theater productions, and become
a hair and makeup sponsor. These events not only provide your
students with real-world experience, but are great way to connect
with members of the community who may be interested in training.
COMMUNITY OUTREACH Provide students with an opportunity to
give. Send students to local high schools for teacher appreciation week to give manicures and massages to faculty members.
Try a “dress-code violation” day, where students can wear dress-down clothes in
exchange for a $5 donation to a local breast cancer research organization.
A Practical Example of
Local School Marketing
Tricoci University’s Indianapolis campus held a prom fashion show that
brought together local retailers, restaurants, media and fashion designers.
The show engaged students, attracted prospects, generated media attention and created new opportunities for the school to interact with the local
fashion and editorial community.
The following steps can help you host a successful community event:
Select a theme: Your school can generate buzz by tying its marketing in with a theme. Seasonal themes like proms and back-to-school
as well as cause-related programs like Susan G. Komen’s Race for the Cure
and domestic violence awareness programs provide tie-in opportunities.
Invite a celebrity: Invite an athlete, celebrity or television/radio personality to emcee your event. Even better, encourage them to tweet
about the event in advance.
Collaborate with other businesses: Ask the Chamber of Commerce
to post your event on its Web page. Invite restaurants, fashion retailers, jewelry boutiques and designers to participate or exhibit at your event.
Involve the students: In addition to preparing the models for the
prom fashion show, Tricoci students participated in the show’s ﬁnal
Market your success: After seeing a news release about Tricoci’s
event, a local magazine invited students to provide hair and makeup
for an editorial fashion shoot.
Encourage students to pay $1 to wear jeans where proceeds beneﬁt
a local women’s shelter. Hold a food drive for a local food pantry.
Become Part of Your Local Community
Millennials are looking for something more than just the classroom
experience. They want to be involved and connected with their
community. They want to make a difference in the world they live
in, so provide them with an opportunity. By getting your school
involved in the local community, you will break apart from your
competitors and speak to Millennials on a different level.
JP Smith is president of Celsius Marketing/
Interactive. His 20-year career in the postsecondary education and training industry
includes success at every level of admissions
and marketing. For more information, please
The online courses MT101 – Creating Publicity for Your Career School and MT105 – How to Gain Media Awareness for Your School
are available on the AACS Online Training Center at www.aacstraining.org. Members call AACS at 800-831-1086 for your VIP Discount
Code. Visit the following URLs to learn more about these courses: http://bit.ly/SpringMT101 and http://bit.ly/SpringMT105.
BE AUT YLIN K | T H I NK I NG O UT S I DE T H E T O O LB O X | 20 1 3 |
Table of Contents for the Digital Edition of Beauty Link - Volume 5, Issue 2
Message from the AACS President and CEA CO-Chairs
The workings of Washington
Unite to Build a Community
The Ultimate Software Review
A Student's Perspective
The Professional Nail Industry & Schools
Step by Step
Challenging the Status Quo
And then there’s compliance
Forward to the Future
Listserve Q & A
Beauty School Budgeting
Skin Care Council
The Digital Classroom
Outside the Beauty Box
Getting Outside the Box
Beauty changes lives
A Profound Impact
People & Places
New Products & Services
Associate Member Profiles: Financial Aid Servicers
New School Members
Upcoming 2013-14 Events
Index to Advertisers
Beauty Link - Volume 5, Issue 2
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