Objective, Issues, Insights, and Challenges for the Binge Read Advertising Project.
How Do We Get Get Z to Read More?
Objective: To get college students at WVU more interested in reading for fun
Issue: Reading isn’t a cultural norm at WVU. Students want to engage in activities they can do with their friends, or talk about with their friends and they don’t think reading is a social activity so they’re not interested in it.
Insight: College students like to feel apart of something. They join clubs, and try to fit into friend groups, and they go to football games wearing blue and gold to feel a part of WVU.
Challenge: Reading lets you be a part of a bigger story.
Objective: Get Gen Z to pick reading over watching YouTube or Netflix at least two times a week.
Issue: College students are always busy. They have to study a lot and go to class and work part time jobs. Reading a book requires a lot of time to finish, while Netflix and Youtube only take 30 minutes to an hour.
Insight: College students will spend most of their time on what they think is important. They join clubs and sports teams and will hang with friends for long periods of time on weekends.
Challenge: Binge Reading
Objective: To get college students ages 17-25 to find and read at least one book that’s not an assigned reading.
Issue: College students have to read a lot for their classes and when they come home they don’t want to read to relax.
Insight: College students are trying to find out what they want to do with their life and what their bigger purpose is. They’re more open to talking about religion and politics and new ideas.
Challenge: Open your world to Reading. Reading can take you new places and teach you new things outside of a classroom, things that you’re actually interested in learning about. It can broaden your horizons.
Possible issues:
Don’t have a lot of time
Have to read a lot for class
Most people just want to watch Netflix because it’s quick and convenient
Netflix and chill is a thing
Possible insights
College students binge watch Netflix if they find a show they really like they will dedicate a lot of time to it
They’re smart. Hopefully they’re in college because they want to learn new things.
They’re concerned about their future and finding internships and jobs
College students want to find a purpose in life
They want to travel and explore and like going new places and having new experiences
They want to feel apart of something. They join clubs and groups and root for the mountaineers during football season.
College students like to have fun
They’re always stressed and want a way to relax and take their mind off things
Possible Challenges
Reading and Chill
Reading can let you explore new worlds
Reading can help you grow as a person
Learn outside the classroom
Learn on your own time
Reading books looks good on a resume
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