Video Marketing Strategies for Generation Z

Author(s)

Tay R. Sauer, Bowling Green State UniversityFollow
Carol S. Hall, Bowling Green State UniversityFollow

Abstract

If Generation Z is the first generation of digital natives, what is the best strategy for marketing college recruitment to them? Video marketing has been proven to be the most profitable form of marketing, especially short videos that can easily be spread on social media. Generation Z connects with a university most when they are able to see themselves reflected back in a diverse student body. Generation Z doesn't like "fluff" in their university recruitment marketing; this money-minded generation wants to see that they will quickly be able to get a job, internship, or campus opportunities to advance their career. As of the 2019-2020 school year, college campuses are officially majority Generation Z. Colleges and universities need to adjust their marketing strategies for this new generation.

Department

Theatre and Film

Major

Film Production

First Advisor

Stephen Crompton

First Advisor Department

Theatre and Film

Second Advisor

Dr. Heath Diehl

Second Advisor Department

English

Third Advisor

Katrina Heilmeier

Third Advisor Department

Honors Program

Publication Date

2-2020

Repository Citation

Sauer, Tay R. and Hall, Carol S., "Video Marketing Strategies for Generation Z" (2020). Honors Projects. 616.
https://scholarworks.bgsu.edu/honorsprojects/616