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Millennial March: Growing Program Involvement with Millennials

Millennials are increasingly becoming an essential group to think about when structuring your programs, as well as your marketing efforts. Their birth years range from the early 1980s to the early 2000s, which means they have now become the bulk of the workforce. They have a certain amount of traits and, although they are overly general, they can help paint a picture of what this generation is like. This age group values thing like transparency and values, aims for and appreciates work-life balance, collaboration and instant gratification. Here is a rough guide on growing program involvement with millennials.


Ultra Connected

Millennials are ultra connected and your parks and recreational facilities should reflect that. They tend to spend a lot of time on social media, as well as messaging their friends. This is an awesome opportunity for your organization to build your online presence, as well as your referral business and there are many ways to do so. First, encourage your existing social media audience by sharing their photos taken at your facilities on your social media networks and thank them. Second, create a quality feed that boosts your presence and visibility. Remember that consistency is key.


Another thing to think about is creating opportunities that motivate your visitors to engage with you on social media. A great example of this is “Your Shot” by National Geographic. In particular, their collaboration with the Banff Centre was a brilliant way of getting visitors sharing photos all over social media. We’ve created a wealth of information on our website to help you build up your social media presence. Learn how to use photos on social media, social media outreach, and effective outreach strategies for your community.


Collaboration and Social

The sense of community millennials want - and need - is very high. They’re very inclusive and they tend to have a “we can fix it together” mindset; team-oriented mindsets are common. There are many opportunities here. First, your programs should have a plethora of occations for collaboration.


Collaboration with a social media influencer can help share your message with a bigger and more specific audience. Alex Castellarnau from Dropbox says that millennials sometimes believe that a brand, service or product is started by the company but finished with the customers. This co-creation is a unique way of looking at business development and is something parks and recreation organizations should always think about, when wanting to get more involved in their communities. Check out our past blog post on building a community, to learn more how to create that culture at your organization.



The desire for adventure in millennials is high. According to Forbes, millennials don’t see commerce and obligatory business travel as burdens but rather as opportunities for adventure. Traveling seems to be highly valued with this generation and they make up many of the most popular images shared on Instagram. More than ever, travellers are looking for culture, exploration and, most of all, adventure. This sense of adventure lends itself very well to parks and recreation organizations. Hikers and park attendees often capture gorgeous vistas and natural beauty, giving you many opportunities to attract more visitors.


Are the millennials in your community engaged with your parks and rec efforts? Let us know what works and what doesn’t on Facebook and follow us on Twitter and Google+, to stay up to date with all of your PerfectMind news.

Sophia Munoz
Sophia Munoz

Sophia is the Marketing and Events Coordinator at PerfectMind. She coordinates webinars, campaigns and events, which help empower membership-based organizations to connect with their members.

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