Marketing to Millennials

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Why Millennials?

We all know what millennials are, young adults born the years 1982-2004. Millennials are infamous for their alleged laziness, lack of motivation, and lack of preparation for the future. So what can be done about these problems? I think that marketing to millennials specifically can help greatly with any of these problems

The First Steps

To me, the most important part of marketing to Millennials is finding a topic that is very important but also very common. I prepared a magazine spread on the issue of mental health that I feel would reach out to millennials in a very powerful, yet practical way. The BYU-I Scroll wrote an article entitled “Making a Difference by Being Aware” that tackles this issue. The original article can be found here: http://byuiscroll.org/making-a-difference-by-being-aware/

First Impressions

Mag Spread Final.jpg

Often times millennials love to relate to things. A common trend on Twitter, Facebook, Instagram, etc. is the idea of a joke or meme being “relatable” to people. With this being said, marketing to millennials should contain several elements that have a relatable nature. That’s why I chose to have a picture of a young woman looking off into a pleasant view. These are things that millennials relate to. I talked to several different college students who are considered millennials and they all said that they like the landscape in the picture and they liked the clothes the girl is wearing. Using “relatable” themes in a magazine geared towards millennials will increase the likelihood of success.

Color Schemes

Mag Spread Final2.jpg

Mag Spread Final3.jpg

When it comes to color schemes there’s not much of a specific scheme that markets more effectively to millennials as opposed to others. I chose a green, white, and grey scheme. Green and grey are usually the colors used to represent mental health, especially green during Mental Awareness Health Month. Seeing as the article starts of with an explanation of May being Mental Health Awareness Month, I figured this would be a solid color to emphasize the most in the spread.

Typography

One of the more common typefaces used in modern print and digital media is Helvetica. I decided to capitalize on this trend and used it for the article title and headers. Whether they know it or not, millennials will recognize this font as something familiar or comfortable, helping to draw their attention to the text.

Along with a familiar sans serif font, I chose to add an interesting serif font to the body text. Doing this helps to add a sort of emphasis to the main text without using a goofy font. Using Egyptian Slate STD accomplishes this task very effectively.

Conclusion

In order to reach millennials there are a few ideas to keep in mind. Make the content relatable, use simple color schemes that are solid and represent something, and allow for the element of familiarity to work its magic on the readers.

Photograph attribution 

Front page: https://unsplash.com/?photo=RFgO9B_OR4g

Second page: https://www.vecteezy.com/vector-art/68653-psychology

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