In 2016 Annual Conference, Association News, myFPRA, Pensacola Chapter, Professional Development

Blogger: Brandi Gomez (Pensacola Chapter)

Millennial Marketing: It Takes 1 to Know 1
Presented by: Robert Noberg, Director of Strategy and Research and Nathan King, Business Development Coordinator – The Agency at University of Florida

In the breakout session Millennial Marketing: It Takes to Know 1, The Agency at University of Florida shared insights into the unique characteristics of millennials and how to market to them in an intentional and authentic way through effective channels.

So what is a millennial? Millennials, also known as Generation Y, are individuals born between 1980 and 2000 who are known to be increasingly aware and savvy with up and coming technologies.

Marketing to millennials is an increasingly popular public relations topic, but definitely comes with its challenges. With technology and social channels constantly, how can you market to these individuals?


  • Absorb information in many different ways, but primarily through their phones

  • Get their news straight from social media

  • Listen to music through streaming apps rather than the radio

  • No longer have cable and instead resort to streaming sites such as Netflix and Hulu

  • They feel an obligation and social responsibility to make the world a better place

  • Impatient and want instant answers


  • 10,000 Baby Boomers retiring every day

  • 50% of millennials will take a 15% pay cut if the company’s values align with their own


  1. Talk to us

  2. Be authentic and transparent

  3. Incentivize


  1. Don’t stereotype millennials

  2. Talk to millennials through their preferred channels

  3. Be willing to adjust to millennial trends and technologies

The Agency at UF is an auxiliary of the University of Florida which trains students to know what it would be like to work for an agency or brand. They are led by professionals, staffed by students, and inspired by faculty. Learn more at

TheAgency1lBob Norberg, director of strategy and research at The Agency – a strategic communication firm housed within the University of Florida’s College of Journalism and Communications – has had an extensive career in the private and public sector serving the beverage industry. In his current role, he develops research strategies to meet client objectives and trains students in the art and science of conducting market research with open source and proprietary tools, like MAVY™.


TheAgency2Nathan King, business development coordinator at The Agency, is a recent UF graduate. He gives The Agency’s professional staff valuable millennial insight. In his role, Nathan has traveled the nation to tell The Agency’s one-of-a-kind story and win business from brands wanting to better understand the tricky millennial generation.


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