MFA Thesis Process Book _Cody Medaris by Cody Medaris

SPEAK GEN Z

DZN: A Gen Z Toolbox for Small Businesses

MFA Thesis

By: Cody Medaris

LEARNING HOW TO SPEAK GEN Z

Introduction

Importance of Gen Z

Observing the Challenge

The Gaps

The Solution

02 Research

Who is Gen Z?

Initial Research

Personas & The Audience Spectrum

Researching Experiences

Discovering the Problem

Insights with Strategies

Materials Matrix

Developing DZN

Logo Development

Design Styles and Elements Applications

The Deliverables

Marketing Materials

Website Development

A Case Study

Conclusion

Looking to the Future

Works Cited

DS Chart

Materials Matrix

IMPORTANCE OF GEN Z

OBSERVING THE CHALLENGE

THE GAPS THE SOLUTION

1

THE IMPORTANCE OF GEN Z

Generation Z, born between the late 1990s and early 2010s, is a key demographic for businesses. As the first digital-native generation, they’ve grown up with social media, smartphones, and constant connectivity, shaping their demand for authenticity, relevance, and purpose from brands.

With an attention span of just 8 seconds, Gen Z’s habits challenge traditional marketing, yet their influence is undeniable.

THEY MAKE UP 20% OF THE U.S. POPULATION.

THEY WIELD OVER $360 BILLION IN GLOBAL SPENDING POWER.

THEY SHAPE TRENDS ACROSS INDUSTRIES, INFLUENCING EVERYTHING FROM TECHNOLOGY TO CONSUMER BEHAVIOR.

For small businesses, engaging Gen Z is not just a challenge—it’s an opportunity to grow and thrive in an ever-changing marketplace.

OBSERVING THE CHALLENGE

The inspiration for this thesis came from observing my teenage daughter, who, like many of her generation, spent hours “doom scrolling” through endless content, quickly ignoring ads and posts that didn’t resonate. This raised key questions:

WHAT MAKES CONTENT CAPTURE HER ATTENTION?

HOW CAN SMALL BUSINESSES CUT THROUGH THE NOISE AND CONNECT WITH GEN Z?

Small businesses face challenges competing with larger corporations, often struggling to stand out in the digital clutter. This thesis aims to bridge the gap between small businesses and Gen Z’s expectations.

THE GAPS

Short Attention Spans: Gen Z rapidly filters content; only the most engaging visuals and messages stick.

Resource Constraints: Small businesses often lack the budget, tools, and expertise to compete effectively.

Digital Overload: Gen Z is inundated with content, creating a high barrier to standing out.

Authenticity Demands: Gen Z prioritizes transparency and values-driven brands.

Ad Fatigue: Overexposure to traditional marketing breeds skepticism, requiring creative alternatives.

THE SOLUTION

This thesis introduces DZN: A Gen Z Toolbox, a set of innovative strategies designed to empower small businesses to engage with Generation Z. By blending:

GUERRILLA MARKETING: UNCONVENTIONAL, ATTENTIONGRABBING TACTICS THAT STAND OUT.

DIGITAL CAMPAIGNS: PLATFORMSPECIFIC STRATEGIES TAILORED TO GEN Z’S UNIQUE HABITS.

RE-BRANDING: BOLD AND AUTHENTIC BRAND IDENTITIES THAT RESONATE.

DZN: A Gen Z Toolbox equips small businesses with the tools they need to cut through the noise, connect authentically, and foster lasting relationships with Gen Z.

DISCOVERING THE PROBLEM2

WHO IS GEN Z

INITIAL RESEARCH

PERSONAS AND THE AUDIENCE SPECTRUM

RESEARCHING EXPERIENCES

2 WHO IS GEN Z?

Demographic 20% OF THE POPULATION.

Power: THE U.S. POPULATION.

Economic Impact: $360B+ GLOBAL SPENDING POWER.

Cultural Influence: SHAPES TRENDS ACROSS INDUSTRIES.

17% of respondents cited Gen Z’s fast-paced attention span as the biggest challenge in capturing their engagement effectively.

OBSERVATION

The spark for this research came from observing my daughter immersed in doom scrolling. Watching her sift through content without hesitation, I realized how quickly Gen Z dismisses anything that doesn’t capture their attention in seconds. Ads, polished campaigns, and uninspired visuals all blend into the noise. This raised important questions:

WHAT MAKES HER PAUSE TO ENGAGE WITH SPECIFIC CONTENT?

HOW CAN BUSINESSES DESIGN MARKETING TO “STOP THE SCROLL” AND BUILD MEANINGFUL CONNECTIONS?

These questions revealed a broader truth: traditional marketing methods are failing to resonate with Gen Z, creating a gap that needs innovative solutions.

CHALLANGES FOR SMALL BUSINESSES

Small businesses face several challenges in effectively engaging Generation Z and navigating a rapidly changing marketing landscape.

A key challenge is Gen Z’s fast-paced attention span, with 17% of respondents identifying this as the biggest hurdle in capturing their engagement. Additionally, marketing budgets, already reduced in 2020, continue to decrease in 2021, dropping from an average of 11% of organizational revenue in 2020 to just 6% in 2021. Compounding these challenges, 47% of small business owners report managing their own marketing efforts, often struggling to track return on investment and assess the effectiveness of their marketing activities.

DOWN 5%

Marketing budgets, which were already slashed in 2020, are continuing to decrease in 2021. The amount of organizational revenue allotted to marketing was drastically cut, from an average of 11% in 2020 to just 6% in 2021

47% of the small business owners surveyed handle the marketing efforts on their own, struggling to track their return on investment and understand whether their marketing activities are effective.

SMALL BUSINESSES WILL NEED TO LEARN A NEW LANGUAGE AND SPEAK GEN Z

FRAMING THE PROBLEM

The central question driving this thesis is:

HOW CAN LIMITED RESOURCES OF TIME AND MONEY SMALL BUSINESS CREATE NEW, ENJOYABLE AND ENGAGING CONTENT THAT SPEAKS GEN Z?

This challenge lays the foundation for the proposed solution: DZN: A Gen Z

Toolbox, a resource designed to empower small businesses with strategies tailored to this unique audience.

OUTSIDE RESEARCH

At the beginning of my research I my thoughts were a little blurred but I knew I was interested in marketing and design. I have some business owner contacts and I started to want to understand how marketing and small businesses connect.

I researched small business challenges, uncovering that 55% feel behind in technology adoption and 29% lack marketing expertise. These findings highlighted the need for innovative strategies to help small businesses compete with larger corporations.

WHY GEN Z?

WILDCARD:

A 2020 Salesforce report found 55% of small businesses feel behind in adopting technology like digital marketing and customer engagement platforms, putting them at a disadvantage compared to larger corporations.

Source: Salesforce. “Small and Medium Business Trends: 2020 Report.” Salesforce Research, 2020.

THOUGHT LEADER:

“In 2030, you won’t have to weed through hundreds of thousands of pieces of content. An algorithm or AI is going to do the heavy lifting to the point where the five things that it’s recommending that you view are highly, highly resonant.”

–McKinsey partner Tom Svrcek on the future of video entertainment

COMPETITIVE ANALYSIS:

In 2019, the SBA reported that 29% of small business owners lack marketing expertise, which limits their ability to compete effectively with larger companies.

Source: U.S. Small Business Administration. “Small Business Profiles for the States and Territories.” Office of Advocacy, 2019.

COGNITIVE:

The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the affects of an increasingly digitalized lifestyle on the brain.

https://time.com/3858309/ attention-spans-goldfish/

QUANTITATIVE DATA:

A 2021 Venngage report shows 34% of small businesses struggle with creating quality visual content due to limited design expertise or budget, giving larger corporations an advantage.

Source: Venngage. “Visual Content Marketing Statistics You Should Know for 2021.” Venngage, 2021.

COGNITIVE:

There Are Different Types Of “Attention”— And Some Activities Sustain The Human Brain’s Attention Better.

https://www.forbes.com/sites/ shanesnow/2023/01/16/ science-shows-humans-have-massivecapacity-for-sustained-attention-andstorytelling-unlocks-it/

ASKING QUESTIONS

To dive deeper into the topic, I began with asking some foundational questions, applying the Socratic Method to examine how small businesses can better engage Generation Z.

Questions for clarification

Questions that probe assumptions

Questions that probe reason and evidence

Questions that probe implications and consequences

Questions about viewpoints and perspectives

Questions about the questions

Asking Questions

1. What do you mean by Gen Z?

2. What kind of resources did you use to educate yourself about guerrilla marketing to Gen Z?

3. What do you mean by Metaverse?

4. Please clarify how guerrilla marketing can include the Metaverse.

5. Please clarify what type of business your plan can be applied to.

6. Where can a guerrilla marketing plan take the company in regard to profitability?

7. How do you determine the profitability of marketing to Gen Z?

8. What are the costs and benefits of investing marketing dollars into a guerrilla marketing campaign?

9. What would be an example of an on-site/online marketing campaign?

10. Why would Gen Z care about what you are marketing?

11. How does your topic for the marketing campaign align with the company’s values?

12. What would happen if the event was a total flop?

13. How did you choose that Gen Z would be a good

candidate for both on-site and off-site marketing opportunities?

14. Please explain why Gen Z would be interested in the brand’s design.

15. Are the trending topics mentioned interesting to every Gen Z or are there differences depending on location?

16. Assuming a business is interested in a guerrilla marketing endeavor, why would they pick your ideas? What makes you different?

17. Why do you think individualism and transparency matter to Gen Z?

18. What led you to believe that guerrilla marketing would be affordable to small businesses?

19. How would marketing metrics be something a graphic designer could have a handle on?

20. Can you explain your reasoning for why to market to Gen Z?

21. What would change your mind about your guerrilla marketing techniques?

22. What led you to believe that Gen Z’s trust in larger institutions is declining?

23. Why did you mention subliminal messaging with guerrilla marketing?

24. Why do you think guerrilla marketing could be controversial?

25. Why do you think the Metaverse could be controversial?

26. What effect would a lack of transparency from a business have on marketing to Gen Z?

27. What is the probability your design strategies would catch the attention of Gen Z?

28. Would Gen Z approach guerrilla marketing differently?

29. How would guerrilla marketing affect Gen Z?

30. How can the experiences you’re proposing have a lasting effect on Gen Z?

31. Would other generations be affected by specifically marketing to Gen Z?

32. Why would marketing to Gen Z be difficult for small businesses?

33. What is the probability of Gen Z responding to on-site guerrilla marketing?

34. Why are you targeting small businesses? Do you think they aren’t capable of targeting Gen Z efficiently?

35. What would large companies say about small companies using guerrilla marketing?

36. What effects would

guerrilla marketing have on the businesses around it?

37. Gen Z is mostly on technology. I understand marketing through the Metaverse, but why would on-site marketing be a good tactic for businesses to target Gen Z consumers?

38. Will this guerrilla marketing trend be good next year or will the trends change?

39. What are the opinions of the parents of Gen Z-ers about the fact that businesses are targeting their children?

40. Is marketing to Gen Z a want or a need?

41. What would the business or marketing Agency’s opinion be if you gave them this marketing opportunity?

42. You mentioned other businesses, large companies, and parents in your questions. Would those groups see this marketing opportunity differently?

43. What influence has other companies had on your viewpoints of putting together a guerrilla marketing plan?

44. What do you mean by “if you gave a business or marketing Agency this marketing opportunity?”

45. What do you mean by design strategies?

46. Where did you come up with the idea of the question, “why do you think individualism and transparency matter to Gen Z?”

47. What do you mean by marketing metrics? And what metrics are you talking about?

48. Why would a marketing campaign and a company’s values match up? And why would Gen Z care?

49. If your guerrilla marketing events were to flop, what would you suggest to the company to recover? What would be your role?

REFINING THE QUESTIONS

I refined these questions to sharpen my focus on the core challenges of engaging Gen Z. By exploring them in greater depth and gathering diverse insights, I gained a broader perspective to guide my research.

WHAT DESIGN STRATEGIES CAN CAPTURE GEN Z’S ATTENTION WITHIN 8 SECONDS?

To capture Gen Z’s 8-second attention span, brands must prioritize visually engaging, authentic, and personalized content. Transparency and concise, visually driven materials are key to holding their interest.

Marketing Design: What Is It and How Does It Work?” ManyPixels, 2023, https://www.manypixels.co/blog/post/what-is-marketing-design.

Refining the Questions

WHAT DRIVES OUR EMOTIONAL CONNECTION TO BRANDS?

Gen Z connects emotionally with brands that prioritize authenticity, social causes, and transparency. They are drawn to brands championing environmental sustainability, social justice, and ethical practices, valuing those that make a meaningful impact.

“Understanding What Gen Z Needs from Brands.” Pixlee, 2023, https:// www.pixlee.com/blog/what-gen-z-needs-from-brands.

The Z-model [ Research ] [ Design ] [ Case Study ]

WHAT GUERRILLA MARKETING OPPORTUNITIES WOULD GEN Z BE MOST DRAWN TO?

Gen Z favors guerrilla marketing that is creative, immersive, and impactful. Campaigns combining surprise with social activism or cause marketing resonate deeply, aligning with their focus on meaningful, positive change.

The Kids Are Alright: Reaching Gen Z with Cause Marketing.” Velocitize, 2020, https://velocitize.com/2020/03/25/the-kids-are-alright-reachinggen-z-with-cause-marketing/.

Refining the Questions

HOW CAN SMALL BUSINESSES LEVERAGE GRAPHIC DESIGN TO ESTABLISH AN EMOTIONAL CONNECTION WITH GEN Z CONSUMERS?

Small businesses can connect emotionally with Gen Z through personalized, immersive graphic design. Customizable content and interactive elements, especially on platforms like the metaverse, resonate with their values of individuality and authenticity.

Gen Z and Immersive Experiences in Graphic Design.” ShortURL, 2023, https://shorturl.at/jjROS.

The Z-model [ Research ] [ Design ] [ Case Study ]

GENERATION Z CONSUMERS HAVE EXPECTATIONS FOR THE BRANDS THEY ARE PURCHASING FROM. HOW WOULD YOU TARGET THESE EXPECTATIONS?

Gen Z expects brands to go beyond profit by supporting social causes, practicing sustainability, and upholding ethical practices. Transparent, value-driven campaigns build trust and foster loyalty with this socially conscious generation.

Gen Z Marketing: How to Connect with the New Generation.” Later, 2023, https://later.com/blog/gen-z-marketing/.

Refining the Questions

WHAT ARE THE COSTS AND BENEFITS OF INVESTING IN GUERRILLA MARKETING?

The success of a guerrilla marketing campaign depends on creative impact and strategic planning. While the rewards can be substantial— such as increased brand awareness and engagement at a low cost—the risks include potential missteps in messaging or failing to align with Gen Z’s values. Measuring the ROI of guerrilla marketing starts with setting clear goals and tracking outcomes against these objectives.

Guerrilla Marketing: The Risks and Rewards.” Browser Media, 2023, https://browsermedia.agency/blog/.

The Z-model [ Research ] [ Design ] [ Case Study ]

INSIGHTS FROM RESEARCH

Pulling from my initial research I began to collect insights into the connection between small businesses and gen z.

INSIGHT 1

Reading Insight

“Companies are in no shortage of finding a channel to run their marketing campaigns. There’s social media–TikTok, Instagram Stories, etc. There’s also web marketing–email, chatbots, etc. But then there are also emerging channels such as connected television (CTV) and podcasting.”

INSIGHT 2

Watching or Listening

Not a single subliminal message was going to be enough on it’s own. It was when multiple points of marketing was shown subconsciously to the viewer did it end up working well.

For companies looking to acquire new customers across channels or reach more customers digitally, it can become overwhelming.

Additional channels give more data to analyze and optimize the buyer’s journey. With a omnichannel strategy, data is not just a perk but a must for effective advertising because it reaches different people in different ways.

INSIGHT

Connections

75% of U.S. internet users agreed that personalisation is essential to a business’s survival in the current market, and 44% said they would switch from a brand that didn’t customise content to one that did.

INSIGHT 4

Thought Leader

Gen Zers said it is important for brands to value their opinions.

To increase Generation Z’s brand awareness, the brand must feel more personal to them. They seek additional customizable opportunities.

Create deliverables that capture Gen Z’s oppinions and delivers one-to-one marketing opportunities.

INSIGHT

Thought Leader

“In fact, the marketing strategies that deliver the greatest impact use a combination of online and offline techniques”.

INSIGHT 6

Wildcard

marketing budgets, which were already slashed in 2020, are continuing to decrease in 2021. The amount of organizational revenue allotted to marketing was drastically cut, from an average of 11% in 2020 to just 6% in 2021.

https://www.spiceworks.com/tech/data-management/ guest-article/3-ways-marketers-can-do-more-with-asmaller-budget/)

Online and offline marketing connections have the greatest impact on a brand.

Guerrilla marketing offers cost-effective strategies for impactful engagement. Creative, low-budget campaigns can help small businesses stand out and connect with Gen Z.

Questions

What defines a good marketing strategy in the metaverse?

7 INSIGHT 8

Wildcard

Despite certain overlaps, there is a scarcity of research connecting marketing and design. Only recently, has there been an increasing interest in better understanding how design and design management contribute to marketing strategy .

https://onlinelibrary.wiley.com/doi/10.1111/ caim.12412#caim12412-bib-0006

Gen Z’s attraction to personalization provides opportunituies to create personalized content in the metaverse.

https://www.techtarget.com/whatis/feature/Marketing-in-the-metaverse-What-marketers-need-to-know#:~:text=Metaverse%20 marketing%20vs.&text=The%20metaverse%20allows%20companies%20to,immersive%20experience%20than%20traditional%20 advertising.

Bridge the gap between design and behavioural research

PERSONAS & THE AUDIENCE SPECTRUM

WHO AM I DESIGNING FOR?

Audience profiles help us understand who we’re speaking to and refine our brand message. For DZN, we focus on two key demographics:

Small Business Owners

Generation Z—age 18-24

Researching the Audience

WHO AM I DESIGNING FOR?

To ensure a clear, targeted design approach, I created audience personas representing key demographics in this study. These personas help capture the unique motivations, preferences, and needs of each group, shaping the design process to resonate effectively with each.

The DZN personas include:

“The Kid”—Generation Z Consumer

“The Parentals”—Millennial / Gen Z Parent

“The Copy Writer”—Small Marketing Team

“The Shape Shifter”—Small Business Owner

“The Money Man”—CFO of a Small Business

“The Web Slinger”—SEO Specialist

The audience Spectrum

In the world of marketing, every persona has a role to play. For this project, however, I focused on two primary groups: Generation Z and small business owners. Other audiences naturally align under these key categories.

The Copy Writer

The Z—Kid

The Web Slinger

The Shape Shifter

The Money Man

“THE Z KID”

Gen Z Consumer

Monthly Income: $1200 / mo.

Neighborhood Type: Home / Apartment

Driving distance to Metropolitan area: 15 minutes

Weekly Screen time: 30 hours / week

Age: 18-24

Activities that take her Offline: Hanging out with friends, Part-time job, School or college-related events

Activities that take her Online: TikTok / Instagram / Online shopping / Youtube

She stays connected with her friends through Instagram and TikTok daily. She checks news updates through social media platforms like Twitter or TikTok. She scrolls through social media feeds or shops online when she has free time.

Scenario

I have a lot going on between school and work, but I always find time for my friends and social media. Sometimes I lose track of time scrolling through TikTok after a long day. My mom occasionally sends me money, but I mostly rely on what I make from my part-time job. My friends and I love going to new spots in the city, especially for TikToks or Instagram stories. My phone is always with me, and I can’t go anywhere without it. If I’m offline for too long, I feel disconnected.

Motivations

• Staying connected with friends

• Independence

• Balancing school, work, and social life

• Keeping up with trends, exploring new things

Pain Points

• Pressure to balance work, school, social life

• Anxiety about missing out on social interactions

• Financial pressures

Personality

Extrovert

Planner

Think

Family

Leadership

Introvert

Improvise

Feel

Friends

Follower

“THE SHAPE SHIFTER”

The Small Business owner

Monthly Income: $5000 / mo.

Neighborhood Type: Country

Driving distance to Metropolitan area: 30 minutes

Weekly Screen time: 12 hours / week

Age: 53

Activities that take her Offline: Grandkids / Running her business / Talking with employees Activities that take her Online: Checking her email / Reading the news / Facebook

She is a penny pincher, but allocates funds as she sees fit. She knows the meaning of sweat equity. She started this business from the ground up. Hot and cold when it comes to trying new marketing ideas.

Scenario

“This business is my baby. I’ve worked so hard. I had no idea that I would find this kind of success. I really appreciate my team here. Marketing is a bit hard for me. I can see what the results should be but I just don’t know how to get there. The cost of everything is so high too. I trust the marketing team but sometimes she has wild ideas. I guess maybe sometime we can try her ideas. But only when I think they are a good idea.”

Motivations

• Her Business

• Grandkids

• Looking nice

• Family Pain Points

• Too Busy

• Not good at marketing

• Lack of marketing vision

Personality

Extrovert

Planner

Think

Introvert

Improvise

Feel

Friends Family

Leadership

Follower

“THE COPY WRITER”

The Small Marketing Team Hero

Monthly Income: $2500-$3500 / mo.

Neighborhood Type: Apartment

Driving distance to Metropolitan area: 10 minutes

Weekly Screen time: 20 hours / week

Age: 28

Activities that take her Offline: Drinking coffee / Talking with Friends / Date night Activities that take her Online: Work / Instagram / Checking her email

She recently graduated with her degree in marketing.

She is super focused at work

The business owner often gives her extra projects.

Scenario

“I swear I am on the computer all day. My boss gives me so much extra work to do. I am almost drowning in all the stuff that is due tomorrow. I so desperately need help in here. I can’t wait to head some and kick my feet up and drink a glass of wine. Haha, I almost forgot... It’s mine and my boyfriends two year anniversary. We are going to go to a new fancy restaurant tonight. I hear famous people always go there.”

Motivations

• Coffee

• Boyfriend

• Shopping

• Paycheck

Pain Points

• Too many work projects

• Makes little money

• Feels underappreciated

Personality

Extrovert

Planner

Introvert

Improvise

Feel Think

Friends Family

Leadership

Follower

“THE MONEY MAN”

CFO of a Small Business

Monthly Income: $4000 / mo.

Neighborhood Type: Country

Driving distance to Metropolitan area: 35

Weekly Screen time: 12 hours / week

Age: 52

Activities that take his Offline: Getting drinks with friends / Dates / coffee Activities that take his Online: Google Sheets / Research / Email / LinkedIn

He lives and breaths numbers.

When it comes to allocated funds for special projects, he rarely allows it.

He is single and goes on a lot of dates.

Scenario

“My job is ok. It pays the bills. There are some really dumb people out there though. I mean just the other day our marketing team asked for like $1000 to do this guerrilla marketing thing. pfff ya right. I am not giving her that money. She better find a cheaper way to do what she wants.”

Motivations

• Paycheck

• Women

• Being right

• His job

Pain Points

• Single

• “Dumb people”

• Too busy

Personality

Extrovert

Planner

Think

Family

Leadership

Introvert

Improvise

Feel

Friends

Follower

“THE PARENTALS”

Millennial/ Gen Z Parent

Monthly Income: $4000 / mo.

Neighborhood Type: Suburb

Driving distance to Metropolitan area: 15 minutes

Weekly Screen time: 15-20 hours / week

Age: 42

Activities that take her Offline: Kids soccer games / Date night / Making Dinner / Exersizing Activities that take her Online: News / Recipes / Kid’s school website / Shopping

Sh e ha s two G ene rat ion Z child ren

Sh e rea ds th e news ever y d ay on h er p hone

Sh e rea ds mag a zi n es w h en s h e is wai tin g in line a t th e g rocer y s tore

Scenario

“The only thing I enjoy while waiting in line at the grocery store is reading the gossip magazines on display. When I head home, sometimes, I like to stop at the local coffee shop because I received a coupon in the mail. I love seeing the little girl scouts selling cookies. It reminds of when my kids were younger.”

Motivations

• Family

• Cute Hair

• Friends

• Google Maps Pain Points

• Busy Busy Mom life

• Always gets lost

• Subscribes to too many email lists

Personality

Extrovert

Planner

Introvert

Improvise

Feel Think

Friends Family

Leadership

Follower

THE “WEB” SLINGER

SEO Specialist

Monthly Income: $1500 / mo.

Neighborhood Type: Apartment

Driving distance to Metropolitan area: 15 minutes

Weekly Screen time: 56 hours / week

Age: 26

Activities that take her Offline: Making food / Friends / Going out to eat Activities that take her Online: Gaming / HTML and CSS coding / Research

He is on the computer all day every day because he wants to.

He knows the ins and out of how to get around the Internet.

He has a side hustle helping his little brother deliver newspapers in the morning.

Scenario

“Man, I love the internet. I can find anything on there. Don’t tell my boss but I totally mess around all day. But you know, I am really good at super speed when I need to. Me and Pamela, my girlfriend, go to the movies one maybe two times a week.”

Motivations

• Gaming

• Food

• Friends

• The Internet

Pain Points

• Easily Distracted

• Sometimes doesn’t care

• Too smart for his own good

Personality

Extrovert

Planner

Think

Family

Leadership

Introvert

Improvise

Feel

Friends

Follower

RESEARCHING EXPERIENCES

To uncover what drives Gen Z engagement, we employed a multi-method approach, including focus groups, surveys, and interviews. These efforts aimed to answer core questions like:

WHAT GRABS GEN Z’S ATTENTION IN 8 SECONDS OR LESS?

HOW CAN SMALL BUSINESSES CREATE AUTHENTIC CONNECTIONS?

THE CONNECTION MAP

I created a connection map to explore how small businesses can connect with Gen Z, uncovering strategies for growth, brand alignment, and opportunities. This guided my next research steps, including key questions and contacts.

TOP 5 KEY IMPACTS OF BRIDGING THE GAP:

Attract Talent: Purpose-driven workplaces appeal to Gen Z.

Build Loyalty: Authenticity fosters lasting connections.

Boost Revenue: Leverage Gen Z’s growing spending power.

Innovate Marketing: Use AR/VR and short-form content.

Strengthen Communities: Local engagement builds trust.

INTERVIEW

Gen Z

Focus Group 1: Gen Z marketer and small business CEO.

Focus Group 2: Gen Z participants.

Surveys: Gen Z and marketing agencies.

Interviewing Gen Z: “How does TikTok grab your attention What kind of content keeps you hooked?”

FOCUS GROUP 1

Gen Z marketer and small business CEO.

In a 45-minute focus group [2022]

Participants

Brittney R.—A small business marketer

Jared M.—A small business president

Maycee G Gen Z—Age 13

Myah H. Gen Z—Age 13

We explored what drives brand connections through guerrilla marketing for Gen Z, using examples, surveys, and TikTok-style personas to illustrate digital resonance.

Q.—WHAT DRIVES OUR EMOTIONAL CONNECTION TO BRANDS?

Focus group participants emphasized that emotional connections with brands are driven by authenticity, creativity, and shared values. Guerrilla marketing was identified as a standout approach for capturing Gen Z’s attention through memorable, experiencebased campaigns.

What did I learn?

Emotional Resonance:

Participants emphasized the importance of emotional connections with brands. They are drawn to brands that align with their values, such as sustainability, inclusivity, and social impact.

Authenticity Matters: Participants distrusted overly polished or curated content. Raw, behind-the-scenes visuals and relatable storytelling felt more genuine and engaging.

Trust-Building: Authenticity and transparency were cited as key factors in building trust, particularly for smaller or lesser-known brands.

Important Insights for further investigation

RESOURCE EFFICIENY

INSIGHT: Small marketing teams are often comprised of limited personnel, sometimes just one part-time individual.

Brittany R. remarked: “It’s me, just part-time.”

MODERNIZED STRATEGIES

INSIGHT: Many small businesses stick to “old school marketing” techniques, which are less effective in today’s rapidly evolving digital landscape.

Brittany also shared, “You know, billboards? It’s just a bunch of old stuff … we use the old school marketing.”

CREATIVE CONSTRAINTS

INSIGHT: Smaller teams feel constrained in their ability to implement innovative strategies due to resource limitations.

Jared commented, “You don’t get to use the ‘superhero creative stuff’ as much.”

MEASURABLE IMPACT

INSIGHT: Guerrilla marketing, while creative and impactful, often poses challenges in measuring ROI.

Jared’s example of placing a surfboard on a beach highlights this issue: “How can you measure the return? Because it’s so weird … people are going to see a surfboard on the beach.”

CREATIVE CAMPAIGNS WITH SCALABLE IMPACT:

INSIGHT: Discussing scalable campaigns that resonate with target audiences while remaining budget-conscious is essential.

Jared noted, “We’re going to adjust the marketing return. What are we going to get for this cost?”

GUERRILLA MARKETING, WHEN CREATIVE AND IMMERSIVE, STANDS OUT AS A FAVORED APPROACH.

FOCUS GROUP 2

Gen Z participants

In a 1hr 45–minute focus group [2023]

Participants:

Preston—age 18

Melissa—age 22

Eric—age 20

Alex— age 22

Laurel—age 21

We explored:

Q. HOW CAN SMALL BUSINESSES LEVERAGE GRAPHIC DESIGN TO ESTABLISH AN EMOTIONAL CONNECTION WITH GEN Z CONSUMERS?

What did I learn?

PARTICIPANTS EMPHASIZED EMOTIONAL CONNECTIONS, VALUING BRANDS THAT ALIGN WITH THEIR PERSONAL VALUES AND PRIORITIES.

Bold Visuals: Members highlighted a strong preference for bold, vibrant designs that stand out. Simple or overly minimalistic visuals were perceived as less engaging.

Interactive Experiences: Participants expressed enthusiasm for interactive elements such as AR, gamified content, or experiences that made them feel involved in the brand story.

Guerrilla Marketing: Immersive, unconventional campaigns were described as exciting and memorable, making them a preferred way to connect with Gen Z.

BOLD VISUALS: MEMBERS HIGHLIGHTED A STRONG PREFERENCE FOR BOLD, VIBRANT DESIGNS THAT STAND OUT. SIMPLE OR OVERLY MINIMALISTIC VISUALS WERE PERCEIVED AS LESS ENGAGING.

Important Insights for further investigation

TRUST AND AUTHENTICITY

INSIGHT: Gen Z values transparency and authenticity. They trust real reviews and practical demonstrations of products over stock images or vague claims.

Laurel: “I always check the 1-star reviews—they tell me what’s real.”

Preston: “How can I trust a site if it just uses stock images? I want to see the product in use.”

AD PERSONALIZATION

INSIGHT: Personalization in ads builds connection and trust, while misleading or vague claims quickly turn Gen Z away.

Preston: “Free stuff that’s not free? I’ll skip that immediately.”

Laurel: “Personalized ads make a difference. Customize it for me.”

STRENGTH OF ADS THAT WORK

INSIGHT: Short-form video content and relatable scenarios are particularly effective, helping Gen Z connect emotionally and stay engaged.

Laurel: “TikTok or Instagram Reels—quick, straight to the point.”

Preston: “If it’s too short, it gets blown off.”

STRENGTH OF ADS THAT WORK

INSIGHT: Explanation: Gen Z expects transparency and wants to see how a product truly works rather than being inundated with comparisons or flashy claims.

Alex: “Don’t just compare products; show me how it works for real people.”

Laurel: “Transparency matters. Can we trust comparisons?”

TRUST

ACCORDING TO MY GEN Z FOCUS GROUPS

To connect with a demographic like Gen Z, small businesses must adopt innovative and strategic approaches that align with this generation’s values and behaviors.

SURVEY 1

Gen Z Participants

Next, I conducted a survey to understand what Gen Z likes, how they shop, and what influences them. I asked about their age, activities, shopping habits, favorite platforms, and appealing design elements. This insight is essential for helping brands connect with Gen Z, refining marketing and design strategies to better align with their preferences— an important focus for the project.

What were the results?

Date: 8/1/2024–8/8/2024

// Total Responses: 17

Question 1

What is your age?

12-18: 11%

18-24: 67%

25-40: 17%

40-55: 0%

55+: 5%

Question 2

City of Residence

Fresno: 56%

Avenal: 6%

Clovis: 6%

Fowler: 6%

Orosi: 6%

Visalia: 6%

Other: 17%

Question 3

In the past 3 days, which activities have you participated in?

Read an article online: 56%

Used a car: 50%

Watched live streaming or cable TV: 56%

Listened to a podcast/music streaming: 50%

Used public transit: 6%

Played video games: 50%

Question 4

Which of these digital subscriptions or memberships do you currently have?

Snapchat: 22%

Spotify: 72%

Online gaming (e.g., Xbox Live): 17%

X (Twitter): 28%

Tiktok: 50%

Instagram: 67%

Amazon Prime: 44%

Facebook: 28%

Question 5

How strongly do you agree with the statement: “A brand can earn my loyalty and make me not consider other options”?

Strongly agree: 0%

11%

Strongly disagree: 11%

Question 6

How likely are you to try a brand if it’s endorsed by a celebrity or influencer you like?

Very likely: 11%

22%

39%

Question 7

How important is buying gifts for occasions like birthdays and holidays?

Important: 11% 1: 22% 2: 22% 3: 17% 4: 17%

Not important at all: 11%

Question 8

What are your top considerations when choosing where to shop?

Best value: 50%

Convenient location: 50%

Fast and affordable: 33%

Physical store: 28%

Online store: 17%

Other: 0%

Question 9

Do you feel more confident shopping at a store that has a physical location in addition to an online presence?

Strongly agree: 11%

1: 17% 2: 22% 3: 22% 4: 17%

Strongly disagree: 11%

Question 10

Describe your last shopping experience: how did you start and finish your purchase?

Started and completed in person: 61%

Started and completed online: 28%

Started online, completed in person: 0%

Started in-person, completed online: 11%

Question 11

How did you discover the most recent item you purchased?

Social media: 17%

Advertisement: 0%

Recommendation from friends or family: 11%

Physical store visit: 44%

Online search: 28%

Question 12

What design elements are most important to you in a website or app?

Visual appeal and aesthetics: 67%

Fast loading times: 61%

User-friendly navigation: 56%

Mobile-friendly platforms: 56%

Interactive features: 17%

Question 13

What factors are most important when choosing a store to shop at?

Best products: 50%

Value for money: 50%

Cleanliness: 28%

Convenience: 33%

Ambiance: 11%

Question 14

What types of visual aesthetics appeal to you the most in a brand’s marketing materials?

Minimalistic: 50%

Vibrant and colorful: 61%

Retro/vintage: 50%

Futuristic/Modern: 28%

Nature-inspired: 33%

Monochromatic: 17%

Question 15

Trends & Insights: What current trends do you see in marketing and design that effectively engage you?

Popular trends include collaborations with pop culture, vibrant and unique aesthetics, and non-AI influenced designs. Specific preferences lean towards simplicity with vibrant colors, retro styles, and mediarelated themes.

What did I learn?

Visual Aesthetics: 67% of respondents ranked vibrant, visually striking designs as the most important element in capturing attention.

Short-form Content: 70% of respondents preferred short-form videos on platforms like TikTok and Instagram, noting their ability to quickly deliver engaging messages.

Accessibility: Tools like QR codes and easily accessible content were favored for their simplicity and immediate impact.

70%

OF RESPONDENTS PREFERRED SHORT-FORM VIDEOS ON PLATFORMS LIKE TIKTOK AND INSTAGRAM, NOTING THEIR ABILITY TO QUICKLY DELIVER ENGAGING MESSAGES.

SURVEY 2

Design and marketing participants

Next, I conducted a survey to understand the typw of things marketers are facing when it comes to Gen Z.

17% OF RESPONDENTS CITED GEN Z’S FAST-PACED ATTENTION SPAN AS THE BIGGEST CHALLENGE IN CAPTURING THEIR ENGAGEMENT EFFECTIVELY.

What were the results?

Date: 8/1/2024–8/8/2024 // Total

Responses: 6

Question 1

What is your age?

18-24: 17%

25-34: 11%

35-44: 22%

45+: 50%

Question 2 City of Residence

Fresno: 67%

Madera: 17%

Fresno, CA: 11%

Other: 5%

Question 3

Which activities do you currently participate in professionally?

Social Media Management: 83%

Branding: 50%

Content Creation: 50%

Influencer Marketing: 17%

Other: 5%

Question 4

What trends or content do you think resonate most with Gen Z?

Transparency & purpose-driven/meaningful content: 17%

New & comedic trends: 17%

Short clips, usually funny: 17%

Eye-catching designs, large fonts: 11%

Short-form consumable videos, less perfection: 11%

Other: 27%

Question 5

What challenges do you think businesses face in connecting with Gen Z?

Risk aversion and anxiety: 11%

Hard to capture attention due to fast-paced nature: 17%

Lack of disposable funds or diverse interests: 17%

Overly busy designs: 11%

Other: 44%

Question 6

What is your professional goal in creating content or marketing strategies?

High engagement: 22%

Making money: 11%

Connecting through authenticity: 17%

Being eye-catching and stopping the scroll: 11%

Immersion and creating experiences: 11%

Other: 28%

Question 7

How often do you measure engagement with your audience?

Rarely: 11%

Sometimes: 17%

Regularly: 72%

Question 8

What metrics or feedback do you value most in your work?

Engagement metrics: 83%

Sales data: 33%

Customer feedback: 33%

Question 9

What strategies do you think would help businesses better connect with Gen Z?

Story building, transparency, and behind-the-scenes content: 17%

Personalization and relatability: 17%

Moving graphics and unique visuals: 11%

Immersive experiences: 11%

Other: 44%

Question 10

What future trends do you see being impactful for marketing Gen Z?

Increased use of video and AI/metaverse: 17%

Commercials on streaming platforms: 11%

More moving graphics: 11%

Other: 61%

What did I learn?

Trust and Transparency: 75% of respondents indicated they were more likely to engage with brands that showcase authenticity through real stories, testimonials, or socially responsible initiatives.

AR and Interactive Features: Respondents showed significant interest in augmented reality experiences, viewing them as innovative and reflective of Gen Z’s tech-savvy nature.

Convenience: Ease of access to products or services was consistently mentioned as a driver for deeper engagement.

RESPONDENTS SHOWED SIGNIFICANT INTEREST IN AUGMENTED REALITY EXPERIENCES, VIEWING THEM AS INNOVATIVE AND REFLECTIVE OF GEN Z’S TECH-SAVVY NATURE.

KEY CHALLANGES AND GAPS

SHORT ATTENTION SPANS

Gen Z averages an 8-second attention span, requiring content to make an immediate impact.

Small businesses struggle to create agile, engaging visuals at this speed.

DIGITAL OVERLOAD

Constant exposure to ads leads to fatigue and selective engagement.

Small businesses lack the visibility to stand out in crowded feeds.

RESOURCE CONSTRAINTS

Tight budgets and limited expertise prevent experimentation with creative strategies.

Small teams often juggle multiple roles, leaving little room for marketing innovation.

DEMAND FOR AUTHENTICITY

Gen Z values transparency, inclusivity, and social responsibility.

Overly polished campaigns are dismissed as insincere or unrelatable.

AD FATIGUE AND DISTRUST

Gen Z is skeptical of traditional advertising, preferring organic, usergenerated content.

Building trust requires a significant departure from conventional approaches.

DISCOVERING THE PROBLEM3

MATERILAS MATRIX

STRATEGY & DELIVERABLES

To align my insights and research, I craft solutions that address the identified challenges, gaps and opportunities for engaging Gen Z effectively. I put together solutions that address the identified challenges, gaps, and opportunities for engaging Gen Z effectively. These include actionable strategies that come from the key findings in my surveys, focus groups, and overall research.

INSIGHT:

47% of the small business owners surveyed handle the marketing efforts on their own, struggling to track their return on investment and understand whether their marketing activities are effective.

STRATEGY:

Create a company that introduces engaging, attention-grabbing materials designed to resonate with Gen Z within their 8-second attention span while also offering personalized experiences to increase brand loyalty.

SOLUTION:

Marketing & Design Firm

Deliverable 1

Introduce a marketing and design firm that helps small businesses adapt their marketing strategies to capture Gen Z’s 8-second attention span and address their rapidly shifting brand loyalty.

The Z-model [ Research ] [ Design ] [ Case Study ]

INSIGHT:

17% of respondents cited Gen Z’s fast-paced attention span as the biggest challenge in capturing their engagement effectively.

STRATEGY:

Help create and implement personalized marketing materials that emotionally connect with Gen Z, addressing their tendency to switch brands frequently by fostering deeper, ongoing relationships.

SOLUTION:

Case Study Deliverable 2

The case studies will showcase how personalized and concise marketing strategies can address Gen Z’s short attention span and brand loyalty challenges, helping small businesses track ROI more effectively.

INSIGHT:

STRATEGY:

Create low cost semi-personalized materials that can be implemented by in-house marketing employees

SOLUTION:

Website Deliverable 3

A website that highlights how to engage Gen Z using short-form, engaging content and customized marketing strategies, with practical case studies demonstrating how small businesses can tackle Gen Z’s shifting brand loyalty and short attention spans.

MARKETING & DESIGN FIRM

GOAL

Introduce a marketing and design firm that equips small businesses to adapt their strategies and capture Gen Z’s attention within 8 seconds, leveraging guerrilla and digital marketing to engage the 18-24 demographic CONTENT

Marketing & Design Firm:

Instagram profile

LinkedIn Profile

TikTok profile

3 Instagram posts / 3 LinkedIn posts / 1 TikTok video

Corporate Materials: Business card,

Letterhead, Pen, Invoice

Consultation Video Presentation (30 seconds)

CASE STUDY GOAL

A case study detailing a small business’s experience using personalized marketing materials that successfully address Gen Z’s short attention span and brand loyalty challenges.

CONTENT

Brand Guide - 8 Spreads

TikTok walkthrough video

Guerrilla marketing station lawn sign and chalk board

Postcard with AR experience

Poster Stickers

Two flyers

Lawn sign

Sandwich sign

QR to AR through chalk

Job fair booth - Table clothe

Two vertical banners

Two posters

3 Instagram posts

1 youtube video

3 Tiktoks

WEBSITE GOAL

A website that highlights the firm’s strategies for engaging Gen Z within their short attention span, featuring case studies that demonstrate the use of customized materials to address Gen Z’s brand loyalty shifts.

CONTENT

Website - 5 page prototype

• Home Page / Introduce the marketing & design firm & Gen Z

• DZN / A walk through of a consultation

• Services / Marketing and design services that are available

• Case Study

• Connect / Contact us & book appointment

DEVELOPING DZN

LOGO DEVELOPMENT

STYLES AND ELEMENTS

APPLICATIONS

DZN’s

Playful Approach to Gen Z Marketing

With a mix of authenticity, innovation, and a touch of irreverence, DZN’s campaigns capture the essence of Gen Z. The brand’s look is sleek yet vibrant, balancing polished professionalism with a fun, edgy twist that speaks directly to Gen Z’s taste for realness and creativity.

Urban, Edgy Aesthetic

Street Art Culture

Layered, Textured Look

Bold, Direct Typography

WE TAKE IT TO THE STREETS

Logo Sketches

KEYWORDS

BOLD—CONNECTIONS / This thesis shows how a marketing firm helps small businesses connect with Gen Z through bold, authentic strategies.

Through my user testing, It was suggested to close this gap to signify truly being connected.

DZN connects small businesses with Gen Z, blending bold strategy with playful sophistication. Our logo—a blend of “D,” “Z,” and “N”—symbolizes our mission to break through the noise and resonate with Gen Z. With clean lines and contrasting elements, it strikes a balance between professionalism and creativity, appealing to both audiences.

Logotype Logo

Lettermark

Icon

Horizontal Lockup

1 inch and above

Do not use logo below 1/4 inch

3/4 inch

1/2 inch

1/4 inch

Vertical Lockup

Horizontal Lockup

Lettermark Icon

DZN’s color palette blends sophistication and energy: Dark Purple and Blue build trust, Teal and Bright Blue appeal to Gen Z with freshness, and Tangerine and Orange add warmth and playfulness, reflecting bold creativity. DZN Color Guidelines

RGB: (0, 62, 255)

CMYK: (100, 76, 0, 0)

RGB: (0, 181, 255)

CMYK: (100, 29, 0, 0)

RGB: (121, 0, 147)

CMYK: (18, 100, 0, 42)

DZN Teal

RGB: (0, 181, 255)

CMYK: (100, 29, 0, 0)

RGB: (238, 155, 1)

CMYK: (0, 35, 100, 7)

RGB: (1, 5, 168)

CMYK: (99, 97, 0, 34)

DZN Purple

DZN Bright Blue

DZN Dark Purple

DZN Tangerine

DZN Dark Blue

DZN Typography

DZN’s typography combines professionalism and playfulness. Clean sans-serif fonts build trust with small businesses, while geometric elements add a youthful, modern edge for Gen Z, reflecting DZN’s mission to connect diverse audiences through innovative design.

RALEWAY

Foundry - Google Fonts

Raleway is an elegant sans-serif typeface family. Initially designed by Matt McInerney as a single thin weight, it was expanded into a 9 weight family by Pablo Impallari and Rodrigo Fuenzalida in 2012 and iKerned by Igino Marini. A thorough review and italic was added in 2016.

FRANIE

All body copy, captions, and some subheaders is in Raleway.

Foundry - ThatThatCreative

Franie is designed to be your go to geometric sans font family. It is serious, but has playful moments like the lower X hight of the lower case I in the heavy wights. and the straight angled curve of the lower case g.

For headers, large quotes and numbers

DZN Image Style

DZN’s photography mixes editorial and candid styles with high-contrast black-and-white images, riso textures, and urban backdrops to reflect Gen Z’s individuality and social connections, cutting through the “noise.”

MAKE IT STICK

Iconography

These icons symbolize the ‘noise’ and perceived gibberish small business owners experience when trying to decode Gen Z’s language and behaviors. They represent the creative bridge DZN builds to help small businesses translate this complexity into meaningful connections.

THE DELIVERABLES

MARKETING MATERIALS

WEBSITE DEVELOPMENT

A CASE STUDY

5 DZN MARKETING MATERIALS

MARKETING MATERIALS

DZN IS A DESIGN AND MARKETING AGENCY THAT HELPS BREAK THROUGH THE NOISE

DZN engages Gen Z through short-form video and relatable content on platforms like TikTok and Instagram Reels, where quick, authentic moments resonate strongly. As Laurel noted, these platforms are “quick, straight to the point,” making them ideal for creating emotional connections while supporting small businesses with limited resources. Instagram

DZN creates engaging LinkedIn content to attract professional clients, showcasing innovative strategies and design solutions that help businesses stand out and thrive. LinkedIn

Marketing Materials

At DZN, we understand the challenges small businesses face, like Brittany R. said, “It’s me, just part-time.” That’s why we specialize in creating short-form, relatable content on platforms like TikTok and Instagram Reels, helping brands authentically connect with Gen Z while making the most of limited resources.

Tiktok

Marketing Materials

DZN creates compelling content and professional materials to help clients effectively do business. From tailored marketing strategies to impactful design, we provide the tools businesses need to succeed and build lasting connections.

Corporate Materials

I wanted DZN to have well-informed clients, so I created a consultation video to help viewers understand what we offer. I started by introducing our Z-model, which outlines our unique approach to engaging Gen Z. To make the video more engaging, I incorporated bold visuals and audio, along with vibrant colors, to capture attention and effectively communicate our message. The goal was to ensure that viewers not only learn about our services but also feel energized and confident in choosing DZN as their marketing partner.

Consultation Video Marketing Materials

Using After Effects I put together different little short videos and images to create visuals that works well for the brand. I made sure to add some interesting visuals such as upside down imagery and lots of static and noise, that have the connotation of Gen Z being confusing.

DEVELOPMENT

The website development began with “Naomi,” a user seeking Gen Z-specific insights. She discovers the website, navigates its resources, and schedules an appointment.

I developed a user journey map to visualize client interactions with my brand, highlighting key touchpoints to optimize marketing efforts and enhance the customer experience. Identifying my target audience helped me design a clear, effective path that aligns with their goals and connects small businesses to DZN’s solutions.

Developing DZN.toolkit.com

DISCOVERY

LEARN

Naomi lands on the home page while searching for information and Gen Z.

Naomi Navigates to the “Gen Z Insights” tab to learn more about what DZN has to offer about Gen Z.

CONSIDERS

After browsing through few articles, Naomi evaluates the services and products DZN offers against what she needs for her office.

PLANNING

Naomi decides to proceed forward with plans with DZN.

CTA

SCHEDULE

CONFIRMATION

Naomi sends a message to DZN to find out about more information.

Naomi receives more information and is interested in scheduling and appointment with DZN. proceed with

Naomi schedules a time to meet with DZN over zoom.

for the website. I then revisited he website sketches to fix any issues that needed to be resolved.

The circle numbers and line across the bottom correlates to person “Naomi’s” emotional state while moving through the website.

The DZN website engages small businesses and Gen Z by showcasing branding, guerrilla marketing, and digital campaigns. Usability testing streamlined the user experience, ensuring clarity. Key features include Gen Z-focused content, adaptable marketing ideas, and case studies on DZN’s solutions.

Newsworthy Gen Z thoughts

Strategies to Speak Gen Z

Full case studies show how DZN helps small businesses “speak Gen Z.

Using evaluative research I tested the website with three different people in mind. I had a gen z age look through it for visuals, a small business man for what small businesses would want and a graphic designer for both visuals and UX/UI. This experience gave me feedback to what I needed to edit.

USER (01)

MAYCEE // GEN Z

(age 15)

Understanding DZN: Clarify DZN’s role in connecting businesses with Gen Z.

Services & Offerings: Make DZN’s services clearer, focusing on personalized marketing strategies.

Website Design: Likes the colors and logo, but suggests fixing empty squares and adding team member names to photos.

Content Clarity: Make the site’s purpose more clear, especially regarding DZN’s focus on small businesses targeting Gen Z.

Interactive Elements: Improve quizzes and fix broken video links for better engagement.

Target Audience: Highlight that DZN targets small businesses, not Gen Z directly.

Introduction Video: Make the video more prominent for better understanding.

Content Personalization: Add more quizzes and ensure easy-to-understand content that connects small businesses with Gen Z.

USER (02) JARED // BUSINESS (age 43)

Navigation: Add back buttons for easier navigation and fix small or malfunctioning navigation elements.

Content Accessibility: Ensure all content, especially videos, is properly linked and functional, and fill in missing placeholders.

Audio/Visual Elements: Review multimedia elements, like videos with unintended sound, to ensure they work as intended.

Typography: Approves of dynamic typography, noting the effective use of different font weights.

Logo Design: Suggests modifying the logo for a more cohesive and visually appealing look.

Overall Experience: Emphasizes the need for a user-friendly design that makes navigation and engagement with content easy.

Team Introduction: Improve the team introduction section to ensure users can easily identify and learn about team members.

USER (03)

JENN // GRAPHIC DESIGNER (age 55)

Voice Recording on Home Screen: Mentioned that the voice recording cuts off and may need to be checked.

Design Elements: Likes the “We Build Relationships” page for its color pop, clear logo, and good hierarchy. Suggests reconsidering the size of “meet” in “meet the team” to match “the DZN story”.

Use of Space: Points out that the Z-Kit page has a lot of blank black space;

suggests filling it with a picture or some content.

Balance and Accessibility: Compliments the balance on “We Build Relationships with Gen Z” page and checks for visual accessibility, particularly the color contrast between orange and blue.

Layout Adjustments: Suggests moving the image of the girl and her circle over to the right to avoid crowding near the menu.

Jennifer McNeil: “I really like the we build relationships page. The colors pop, the logo is clear, the hierarchy looks good.”

I also tested my website using usability testing as a second research method. This method focuses on talking with people as they walk through the experience. Developing DZN.toolkit.com

ERIC

// AGE 20

Personalization and human connection: Prefers ads with a human touch, no stock images, and appreciates online tests to personalize the ad experience.

Review Authenticity: Suggests showing real and negative reviews to establish trust.

PRESTON // AGE 18

Trust in Product Comparisons: Questions the trustworthiness of product comparisons.

Avoiding “In Your Face”

Marketing: Prefers not to have products or ads that are too aggressive or in your face.

Review Authenticity: Wants to see “the 1 stars” to gauge product quality.

the size of something? Images are too Big

ALEX // AGE 22 too much reading

Z Model own tab

LAUREL // AGE 21

Lots of purple, looks fun! Looks fun, different colors in words.

Easy access buttons throughout site.

There’s a lot of areas in the site. “Click here, then here, then here” rather than “click here” then all info right there. Build too deep

There’s a lot words, to be honest I did not read most

Maybe create a type of “table of contents” so you can find specific topics easier

MELISSA // AGE 22

Case Study looks unfinished I like at the end where you can fill out your info

Meet the team I feel like the large image of the girl on top is a little out of place. Maybe

Didn’t find questions 1-11 in order. Found them out of order.✭

IN SPEAKING

IMPLEMENTING DZN’S Z—MODEL

AT EXPO EVENT PRODUCTIONS TO REACH GEN Z

To speak Gen Z is to know Gen Z. Through the Z-Model I first interview the business to understand its specific needs and objectives for attracting this demographic. The Z-Model provides small businesses with a structured strategy for engaging Gen Z:

RESEARCH & PLANNING: I reviewed current marketing plans, and set realistic, actionable goals designed to address Gen Z-specific laguage barriers.

DESIGN: DZN then creates a customized strategy that includes location scouting, strategic development, and the design of branded materials suited to Gen Z’s preferences.

IMPLEMENTATION: Finally, deliverables are executed and their impact is watched through case studies, with strategies refined as needed to maximize results in Speaking Gen Z.

DZN GETS TO KNOW EXPO

Event Productions

Expo Event Productions, formerly Expo Events & Tents, is a leading event rental provider in California’s Central Valley. Known for quality rentals and exceptional service, they handle events from small gatherings to large trade shows. Despite their success, high turnover remains a challenge in their demanding, fast-paced environment.

The Z-model [ RESEARCH ] [ Design ] [ Case Study ]

Expo

THEY WANT TO LEARN TO SPEAK TO GEN

Z BECAUSE THEY WANT TO ATTRACT

GEN Z EMPLOYEES.

I STARTED THE PROJECT WORKING WITH EXPO’S MARKETING MANAGER, ELENA.

Elena, a full-time, one-person marketing manager, operated largely independently, developing her own strategies. With a marketing degree from Fresno State and prior internship experience at Expo, she had a strong understanding of the company’s needs. In Spring 2024, we held weekly meetings to discuss my project and ways I could support her efforts.

WORKING WITH A NEW TEAM

In the middle of my spring semester, Elena was let go from Expo Event Productions due to challenges in applying the skills listed on her resume. Expo had hoped she would help capture a new demographic of corporate clients.

This experience was insightful for me, as it highlighted a common challenge for small business marketing teams: effectively reaching the right clients in a competitive landscape.

After Elena’s departure, summer came and went, and my fall semester began. During this time, Expo hired a new assistant for the CEO. Alongside her administrative duties, she also took on some marketing tasks, creating materials for the company. I was then asked to collaborate with her for my project.

INTERVIEW

To deepen DZN’s understanding of Expo’s challenges, I interviewed Expo’s CEO. This provided valuable insights into the company’s growth goals and highlighted opportunities for DZN to create targeted solutions that strengthen Expo’s brand presence with Gen Z.

Expo Event Productions—a Fresno-based party rental company—finds itself in a unique position. For years, business has come to them without much active promotion. But as the company grows, so do its challenges, and now the team is ready to level up their marketing efforts.

Summary of quotes from Expo Event Productions

[EXPO] “I guess my goal would be to attract the right type of clients,” said the CEO during an interview about the company’s future. “The best clients for the company don’t all know that we’re a solution to their needs.”

At present, the company has no formal marketing strategy and no dedicated marketing person on staff.

“Nobody does the marketing,” the CEO admitted. “We don’t have any sort of marketing plan or strategy.”

Despite this, the company has thrived, benefiting from a steady stream of clients through word-of-mouth and reputation alone. However, that’s no longer enough.

“We’re not doing great,” the CEO said. “We need to market to our top tier of customers—the ones that bring the most profit. Right now, we’re kind of shotgunning, just getting whoever comes.”

For Expo, this means a big shift in focus. Weddings, once a staple of the business, are becoming less

of a priority. “Brides are very picky and labor-intensive,” the CEO said. Instead, Expo is now aiming to attract corporate clients and long-term partnerships with universities. These partnerships promise more consistent and lucrative business, and the CEO sees them as the key to future growth.

Despite the desire to grow, one obstacle remains: the company’s internal marketing setup—or lack thereof. The CEO prefers an in-house marketing team that understands Expo’s needs from within.

“I would prefer in-house because they could understand our business a little better,” he said.

However, no one is currently fulfilling that role, and the CEO is aware of the missed opportunities.

One particularly costly oversight was a $25,000 sponsorship for a Fresno State football game.

“Our marketing efforts are in the toilet,” the CEO admitted.

The strategy didn’t yield results, largely because there was no clear direction or dedicated person overseeing it.

“There’s no one in charge,” he explained, “because no one has time to focus on marketing.”

The solution? A consistent brand message across all platforms.

“We need to improve our website,” said the CEO. “The trucks, business cards, apparel—everything needs to look the same.”

The need for cohesive branding is apparent, especially as Expo targets new clients in the

corporate and university sectors.

Building strong relationships in the local community is also important to the company.

“If we had anyone focused on marketing, they could take the efforts we’ve already put into our relationship with Fresno State and market to other similar clients,” the CEO said. Relationship marketing, rather than digital or social media marketing, seems to be the preferred approach. The CEO sees community involvement and building long-term partnerships as key to Expo’s future success.

“Opportunities to serve and build relationships are just as important as money,” the CEO reflected. “There has to be a balance.”

Looking ahead, Expo Event

Productions knows that getting a agency marketing strategy in place is essential for its growth. From consistent branding to targeted marketing for universities and corporate clients, the company is working to ensure its efforts aren’t just scattered shots in the dark but precise and profitable. As the CEO summed it up,

“We need a more direct approach, so the right clients know that we’re the solution they’ve been looking for.”

IDENTIFIED CHALLENGE AND NEED

Through interviews, collaboration with Expo’s former marketing manager, and a review of the current marketing plan, DZN identified the following:

CHALLENGE: High turnover and low retention among Gen Z employees.

NEED: Enhanced presence at job fairs and through digital channels to better appeal to younger candidates.

DZN STRATEGY FOR GEN Z

EMPLOYEE RETENTION

Retention challenges are a major obstacle for Expo with Gen Z employees. High turnover rates result when Gen Z workers lack flexibility, work-life balance, diversity, inclusion, or purpose-driven roles. To address this, DZN proposed three key deliverables.

THE PROPOSAL

1. BRAND GUIDELINES

Updated, cohesive guidelines to create a consistent, modern identity that appeals directly to Gen Z.

2. ON-LOCATION GUERRILLA MARKETING STRATEGY

A dynamic job fair setup enhanced with guerrilla marketing tactics and AR to attract Gen Z talent and increase attendance at open interviews.

3. DIGITAL CAMPAIGN SHOWCASING EXPO’S WORKPLACE CULTURE

Engaging digital content designed to capture Gen Z’s attention quickly and hold it.

The Toolkit that Expo Event Productions will be receiving is:

1. Evergreen marketing materials that can be used over and over on their own time. Using iconography

2. A new brand guide to apply to future materials designed by their inhouse people.

Developing the case study

After I created some materials for Expo I wanted to get their feedback. Using Evaluative Research I wanted to get feedback from Expo Event Production’s staff. These are real people that would be interacting with the new brand and products on behalf of the company. It was important to get their insights into what needs to be refined.

USER (02) JENNICA // AGE 45

“I love the color & brightness of these.”

“The QR code is fantastic and includes how Gen Z gathers.”

USER (03) ALEXANDRIA // AGE 35

“That way when we post again with the same format our audience knows that it’s Expo’s post.”

“I like this page, it gives a clear understanding for the need of your service.”

“I love the photos, photo #2 however is not current.”

“Interesting tagline, does it appeal to Gen Z?”

“What’s in the bags? I love this.”

“How do they know what to do? Whose looking for you?”

“I love this one! Actually, I love all of these.”

USER (01) AMARIS GARCIA // AGE 23

“Summing up the distractions and clutter in the marketing world by using an idiom like ‘The Noise’ is very interesting and clever.”

“The black background is eyecatching and modern. It gives a very sleek look.”

“This color palette is amazing.”

“Expo is really like a family and I feel like it’s really important to show other company’s work for Expo values their employees.”

“Flyers to put up around local boards is another great way to connect with the community.”

“To be more cohesive with the saying a active shot of employees working or a group photo.”

“Very eye-catching and connects with the very artsy side of Gen Z. Would make me stop in my tracks out of curiosity and scan the QR code.”

“LOVE! So cool!”

Research for the guerrilla marketing Strategy

Chosen location for the case study: Fresno State— Lynda and Stewart Resnick Student Union

To continue the research phase of the Z-Model, DZN scouted out Fresno State as a case study location. Accompanied by Expo’s sales manager, Daniel, we observed the job fair environment and identified strategies for attracting Gen Z talent and standing out in a crowded space:

Engaging Booth Design: Place a floor sticker with the company’s name extending from beneath the booth table into the aisle, allowing attendees to notice the brand without immediate eye contact. On the table, include a pair of weights as part of a “How Much Can You Lift?” Challenge, which ties into a guerrilla marketing setup outside—a weight bench on the grass near the parking lot. This unexpected element captures Gen Z’s curiosity, drawing them to the booth.

Memorable Giveaways: Offer branded stickers featuring a fun character that resonates with Gen Z, or Expo swag like tote bags. The tote bags allow attendees to collect job fair items, giving Expo’s brand extra visibility as they walk around.

Crowd-Attracting Snacks: Providing snacks creates a welcoming atmosphere and can draw more visitors to the booth. Offering larger snacks than other booths can also help Expo stand out and foster a positive brand association.

Innovative Marketing Materials: Use creative items like flyers, QR codes, or AR materials that link to videos, reinforcing Expo’s modern, tech-savvy brand appeal.

Balancing Creativity with Venue Guidelines: Ensure that all creative approaches align with venue rules, maintaining an effective and compliant strategy.

The prosposed guerrilla marketing plan

This plan for EXPO grabs Gen Z’s attention with creative tactics designed to keep them engaged as they approach the job fair and addresses the challenge of capturing and maintaining the interest of a distracted demographic like Gen Z. It starts with the “How Much Can You Lift?” weight bench challenge near the parking lot, leading to posters, stickers, flyers, sandwich boards, lawn signs, and a QR code for an immersive AR experience—all featuring Expo’s branding.

These touchpoints create a fun and memorable journey, engaging potential candidates before they even enter the job fair.

POINT 1

POINT 4

POINT 5

POINT 6

POINT 7

POINT 8

Research for digital campaign

The chosen platforms for a digital campaign: Tiktok, Instagram, and Youtube

Reviewing Expo’s social media, I focused on their current strategy. What was missing wasn’t just branded graphics, but also a clear sense of Expo’s identity. Gen Z wants to see who small businesses are, who works there, and what kind of work they would be doing. A digital campaign should showcase employees in a fun, fastpaced environment to create a relatable and engaging brand image.

A BRAND GUIDE FOR EXPO

ENGAGING GEN Z THROUGH DESIGN

Expo needed a Gen Z-friendly refresh. DZN modernized their brand, preserving its identity while creating a visually engaging style aligned with Gen Z preferences, fostering authenticity, recognition, and trust.

The Z-model [ Research ] [ DESIGN ] [ Case Study ]

EXPO’S CURRENT LOGO APPLIED TO A NEW BRANDING PACKAGE

Color palette

The colors representing Expo are drawn directly from its logo, embodying the brand’s high-energy and vibrant atmosphere. The diverse palette reflects Expo’s commitment to inclusivity, welcoming both those who work there and those who choose to rent from them.

EMPLOYEE

CENTERED, FAST PACED, & REWARDING

EMPLOYEE

CENTERED, FAST PACED, & REWARDING

Color Background with contrasting typography

Color Background with monochromatic typography

Top Color:

RGB: (82, 13, 92)

CMYK: (11, 86, 0, 64)

Middle Color:

RGB: (125, 48, 135)

CMYK: (7, 64, 0, 47)

Bottom Color:

RGB: (201, 138, 229)

CMYK: (12, 40, 0, 10)

Pink

Top Color:

RGB: (150, 28, 120)

CMYK: (0, 81, 20, 41)

Middle Color:

RGB: (217, 46, 138)

CMYK: (0, 79, 36, 15)

Bottom Color:

RGB: (242, 204, 222)

CMYK: (0, 16, 8, 5)

Yellow

Top Color:

RGB: (232, 150, 61)

CMYK: (0, 35, 74, 9)

Middle Color:

RGB: (227, 184, 92)

CMYK: (0, 19, 59, 11)

Bottom Color:

RGB: (250, 219, 133)

CMYK: (0, 12, 47, 2)

Green

Top Color:

RGB: (64, 130, 61)

CMYK: (51, 0, 53, 49)

Middle Color:

RGB: (153, 201, 61)

CMYK: (24, 0, 70, 21)

Bottom Color:

RGB: (186, 212, 125)

CMYK: (12, 0, 41, 17)

Top Color:

RGB: (0, 112, 181)

CMYK: (100, 38, 0, 29)

Middle Color:

RGB: (0, 168, 232)

CMYK: (100, 28, 0, 9)

Bottom Color:

RGB: (143, 209, 242)

CMYK: (41, 14, 0, 5)

Expo Blue

Expo

Expo Purple

Typography

The primary typeface, Franie, is designated for headlines, subheadlines with 1-10 words, and large-set quotes. For any text exceeding this length, switch to Raleway Bold. The secondary typeface for Expo is Raleway, with Raleway Regular used for body copy and occasionally for longer subheadings when needed. Smaller-set quotes should also be in Raleway Bold.

Headline

Franie Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Body Copy

Raleway Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Body callouts

Raleway Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Sub-headline

RALEWAY BOLD

abcdefghijklmnopqrstuvwxyz

1234567890

Fill in the Blank

abcdefghijklmnopqrstuvwxyz

Typography usage

Typography should be right-aligned, with very few exceptions for centered alignment when necessary. Messages should be concise, with a strong emphasis on clarity and ample negative space to enhance readability and visual appeal.

A tiny drop shadow may be applied to the typography when copy is set over images with a busy background; use a solid color, no gradients.

MESSAGE SHOULD BE SHORT WITH SOME NEGATIVE SPACE

Image Style

Fun and energetic imagery should be used to bring light to key aspects of the Expo brand, such as event setups, capturing the ambiance and energy of each scene. Highlight both posed and candid moments of employees at work to showcase their dedication and the vibrant culture at Expo. This approach to imagery should evoke the brand’s personality and connect with viewers on an emotional level, reinforcing Expo’s commitment to exceptional service and memorable experiences.

Criteria should be:

Bold colors and detail

At job sites or in the office

Diverse and inclusive

Natural looking

Smiling People

Iconography

Iconography should be layered over typography and photos to create visual interest and depth, enhancing the composition with a sense of fun and vibrancy that aligns with Expo’s lively and dynamic personality. These playful elements embody the spirited energy of the Expo brand.

Shapes

Shapes should be used thoughtfully to accent photography, enhance typography, and create unique photo masks that add visual interest. These elements should support the brand’s style and contribute to a cohesive, engaging look across all materials.

Branding applications

PRODUCTIONS

vibran t, unforgettable y, and attention to every detail.

dynami c spirit shines in every event, nt s that pop with energy and

“Think

Big, Celebrate Your Way ” brings the vision of each client t o with vibrant energy, creativity, and changing to match the unique sty believes every celebra tion should helping bring each client’s dre am

— Expo Event Productions o li fe, infusing every gathering and j oy.

sty le of every event. Expo should be as distinct as i ts hosts, am t o life with its signature touch

“THINK BIG, CELEBRATE _____”

“THINK BIG, CELEBRATE BOLDLY ”

“THINK BIG, CELEBRATE BRIGHTLY ”

“THINK BIG, CELEBRATE TOGETHER ”

“THINK BIG, CELEBRATE LOUDLY ”

“THINK BIG, CELEBRATE JOYFULLY ”

“THINK BIG, CELEBRATE UNIQUELY ”

“THINK BIG, CELEBRATE FREELY ”

“THINK BIG, CELEBRATE PLAYFULLY ”

“THINK BIG, CELEBRATE COLORFULLY ”

THINK BI CELEBR

EMBELLISH EVERY BASH Boldly

BIG CELEBRATE _______!

THINK BI CELEBR

BIG CELEBRATE

THINK BIG, CELEBRATE __________

EXPO SPEAKS GEN Z ON CAMPUS

[ A Case

Study

]

Through my research I found that to speak Gen Z means to talk to them in person. Insight: Guerrilla marketing is creative but difficult to measure ROI. Jared’s surfboard example highlights this: “How can you measure the return? It’s so weird … budget-conscious campaigns are essential, as Jared noted, “We’re going to adjust the marketing return. What are we going to get for this cost?”

Check out Expo’s TikTok to see how the “How Much Can You Lift?” Challenge helps Expo engage Gen Z. Posters, flyers, and an interactive AR QR code make the job fair journey unforgettable.

Guerrilla Marketing—QR Code

Insight: Leveraging curiosity-driven, tech-based interactions, like AR experiences, can effectively capture Gen Z’s attention and encourage deeper engagement.

A chalk-drawn QR code on the sidewalk invites students to scan and launch an AR experience, blending curiosity and tech to guide them to Expo’s open interviews.

Guerrilla Marketing—At the job fair

At the job fair, Expo’s vibrant green and teal booth draws students in, featuring the “How Much Can You Lift?” Challenge. Visitors leave with popcorn, branded stickers, and a postcard linking to an AR experience, blending fun and innovation for a lasting impression.

Expo’s Social Media

Expo’s digital campaign

The digital campaign for Expo captures Gen Z’s attention with vibrant Instagram, Youtube, and TikTok content showcasing Expo’s fun, teamfocused culture. Paired with guerrilla marketing at job fairs, it highlights Expo as an exciting workplace, driving interest and engagement.

POINT 1

POINT 2

POINT 4

POINT 3

CONCLUSION

LOOKING TO THE FUTURE WORKS CITED

Looking to the future

As we look to the future, DZN will continue to evolve, ensuring that small businesses are equipped with the right tools to engage and connect with Generation Z. By offering innovative solutions through personalized guerrilla marketing, cutting-edge digital strategies, and a focus on emotional branding, DZN is committed to helping small businesses reach their target audience, build lasting relationships, and grow in an ever-changing market. Through DZN’s tailored approach, small businesses will be empowered to stand out, cut through the noise, and create meaningful connections with the next generation of consumers.

EMPOWERING SMALL BUSINESSES TO STAND

OUT AND CONNECT WITH GEN Z IN A MEANINGFUL WAY.

By offering innovative, Gen Z-centered marketing strategies, DZN becomes more than an agency; it becomes a trusted partner in growth, engagement, and brand evolution.

Together, we are shaping the future of small businesses, ensuring they stand out and connect with the next generation of consumers through bold design, guerrilla marketing, personalized campaigns, and learning how to speak Gen Z.

FOR BRANDS THAT WANT TO SPEAK GEN Z

Dorsey, Jason, and Ryan Villa. *The Gen Z Frequency: How Brands Tune In and Build Credibility*. Gen Z @ Work, 2016.

Francis, Tracy, and Fernanda Hoefel. “‘True Gen’: Generation Z and Its Implications for Companies.” McKinsey & Company, 2018.

Fromm, Jeff, and Angie Read. *Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers*. AMACOM, 2018.

HubSpot. “The Ultimate List of Marketing Statistics for 2020.” HubSpot, 2020, blog.hubspot.com/ marketing/marketing-statistics.

IBM Institute for Business Value. Uniquely Generation Z: What Brands Should Know About Today’s Youngest Consumers. IBM Corporation, 2017, www.ibm.com/downloads/cas/PA8VLEXV.

McKinsey & Company. “‘True Gen’: Generation Z and Its Implications for Companies.” McKinsey & Company, 2018.

McSpadden, Kevin. “You Now Have a Shorter Attention Span Than a Goldfish.” Time, 14 May 2015, time. com/3858309/attention-spans-goldfish/.

Microsoft Canada. Attention Spans. Microsoft, 2015, www.microsoft.com/en-ca/digital/.

Prensky, Marc. “Digital Natives, Digital Immigrants Part 1.” *On the Horizon*, vol. 9, no. 5, 2001, pp. 1-6.

Seemiller, Corey, and Meghan Grace. *Generation Z Goes to College*. John Wiley & Sons, 2016.

Sparks & Honey. *Meet Generation Z: Forget Everything You Learned About Millennials*. Sparks & Honey Report, 2019.

The Center for Generational Kinetics. *The State of Gen Z 2017: Meet the Throwback Generation*. The Center for Generational Kinetics, 2017.

Turner, Anthony. “Generation Z: Technology and Social

Interest.” *The Journal of Individual Psychology*, vol. 71, no. 2, 2015, pp. 103-113.

White, Rob, and Johanna Wyn. *Youth and Society: Exploring the Social Dynamics of Youth Experience*. Oxford University Press, 2017.

Longley, Robert. “How Small Business Drives the U.S. Economy.” *ThoughtCo.*, July 26, 2021. Accessed September 12, 2024. [https://www.thoughtco. com](https://www.thoughtco.com)【14†source

Lopez, C. Todd. “Small Businesses Key to Nation’s Defense.” *U.S. Department of Defense News*, November 16, 2020. Accessed September 12, 2024. [https://www.defense.gov](https://www. defense.gov)【16†source

Fortunly. “55+ Small Business Statistics for 2024.” *Fortunly*, 2024. Accessed September 12, 2024. [https://www.fortunly.com](https://www. fortunly.com)【17†source

McKinsey & Company. “What Is Gen Z?” McKinsey & Company, 28 Aug. 2024, www.mckinsey.com/ featured-insights/mckinsey-explainers/ what-is-gen-z. Accessed 16 Sept. 2024.

Hirsch, Lauren. “How Small Businesses Drive the American Economy.” Forbes, Forbes Councils, 25 Mar. 2022, www.forbes.com/councils/ forbesbusinesscouncil/2022/03/25/ how-small-businesses-drive-the-americaneconomy/.

McKinsey & Company. “What Is Gen Z?” McKinsey & Company, 21 June 2022, www.mckinsey.com/ featured-insights/mckinsey-explainers/ what-is-gen-z.

In-text: (OpenAI) Works Cited: OpenAI. “ChatGPT Response.” OpenAI, 2024, https://chat.openai. com/.

Salesforce. “Small and Medium Business Trends: 2020 Report.” Salesforce Research, 2020, www. salesforce.com/research/ small-business-trends/.

U.S. Small Business Administration. “Small Business Profiles for the States and Territories.” Office of Advocacy, 2019, cdn.advocacy.sba.gov/ wp-content/uploads/2019/04/23142611/2019Small-Business-Profiles-US.pdf.

HubSpot. “The Ultimate List of Marketing Statistics for 2023.” HubSpot, 2023, blog.hubspot.com/ marketing/marketing-statistics.

Venngage. “Visual Content Marketing Statistics You Should Know for 2021.” Venngage, 2021, venngage.com/blog/ content-marketing-statistics/.

“Klint Marketing: Gen Z Marketing - How to Win Over Gen Z in 2023.” Klint Marketing, 2023, https:// klintmarketing.com/gen-z-marketing/.

DS CHART

TOPIC AREA:

Gen Z-specific design and marketing strategies for small businesses to increase their competitive advantage by addressing Gen Z’s shifting brand loyalty, short attention span, and recruitment challenges.

DESCRIPTION OF THESIS:

A marketing and design firm aimed at exciting small business clients with marketing and design needs targeting Generation Z consumers.

INSIGHTS

47% of small business owners handle marketing efforts on their own, struggling track ROI and understand whether activities are effective.

STRATEGIES

Develop Attention-Grabbing Materials: engaging, eye-catching campaigns to resonate with Gen Z’s 8-second span while aligning with their demand authenticity and purpose.

DELIVERABLES

AUDIENCE STATEMENT:

Marketing to and recruiting Generation Z is essential to the future success of small businesses.

Marketing & Design Firm

Deliverable 1

Introduce a marketing and design helps small businesses adapt their strategies to capture Gen Z’s 8-second attention span and address their rapidly shifting brand loyalty.

handle struggling to whether their

17% of respondents identified Gen Z’s fastpaced attention span as the biggest challenge in capturing their engagement effectively.

Marketing budgets have decreased drastically, down from 11% in 2020 to 6% in 2021, highlighting the need for cost-efficient strategies.

Materials: Create campaigns designed 8-second attention demand for design firm that their marketing 8-second rapidly

Focus on Personalization: Design marketing strategies that emotionally connect with Gen Z, addressing their fast-paced engagement behaviors and preference for interactive experiences.

Case Study

Deliverable 2

Showcase how small businesses can address Gen Z’s engagement challenges through practical examples of tailored marketing campaigns and recruitment efforts.

Offer Cost-Efficient Solutions: Provide scalable and semi-customizable marketing materials that can be easily implemented by in-house teams on a budget.

Website

Deliverable 3

Develop a website highlighting actionable strategies for marketing to Gen Z, featuring case studies, creative campaign examples, and digital resources to support small business efforts.

MATERIALS MATRIX

TOPIC AREA:

Gen Z-specific design and marketing strategies for small businesses to increase their competitive advantage by addressing Gen Z’s shifting brand loyalty and short attention span.

BRIEF DESCRIPTION OF THESIS:

My thesis investigates how small businesses can engage Gen Z effectively by addressing their 8-second attention span and frequent brand switching, as explored through a case study on Expo Event Productions.

AUDIENCE:

Small businesses that are excited to adapt their marketing and design strategies to align with the wants and needs of Generation Z consumers.

GOAL:

Through a case study, investigate Gen Z-specific design and marketing strategies that help small businesses capture attention within Gen Z’s 8-second window and adapt to their frequent brand switching to build lasting customer loyalty.

Deliverable 1

3 points

GOAL

Introduce a marketing and design that helps small businesses engage Gen Z within their short attention and address their frequent brand loyalty shifts.

CONTENT

Marketing & Design Firm: Instagram profile

LinkedIn Profile

TikTok profile

3 Instagram posts / 3 LinkedIn posts

1 TikTok video

Corporate Materials: Business card, Letterhead, Pen, Invoice Consultation Video Presentation seconds

CASE STUDY

Deliverable 2

3 points

GOAL

A case study detailing a small business’s experience using personalized marketing materials that successfully address Gen Z’s short attention span and brand loyalty challenges.

CONTENT

Brand Guide - 8 Spreads

TikTok walkthrough video

Guerrilla marketing station

l awn sign and chalk board

Postcard with AR experience

Poster

Stickers

Two flyers

Lawn sign

Sandwich sign

QR to AR through chalk

Job fair booth - Table clothe

Two vertical banners

Two posters

3 Instagram posts

1 youtube video

3 Tiktoks

WEBSITE

Deliverable 3

2 points

GOAL

CONTENT

Website - 5 page prototype

• Home Page / Introduce the marketing & design firm & Gen Z

• DZN / A walk through of a consultation

• Services / Marketing and design services that are available

• Case Study

• Connect / Contact us & book appointment

Written and Designed

Cody Medaris / Student ID: 05246618 School

Academy of ART University School of Graphic Design

Program: MFA Graphic Design

Instructors: William Culpepper Laurie Makela

Final Review

December 2024

design@codymedaris.com

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic, mechanical, including photocopy or any storage and retrieval system, without prior written permission. Respect copyrights, encourage creativity!

2022-2024

MFA Thesis Process

Cody Medaris

MFA Thesis Process Book _Cody Medaris

SPEAK GEN Z

LEARNING HOW TO SPEAK GEN Z

CONTENTS

02

Research

CONTENTS

1

THE IMPORTANCE OF GEN Z

OBSERVING THE CHALLENGE

THE GAPS

THE SOLUTION

DISCOVERING THE PROBLEM2

CONTENTS

2

WHO IS GEN Z?

OBSERVATION

CHALLANGES FOR SMALL BUSINESSES

DOWN 5%

SMALL BUSINESSES WILL NEED TO LEARN A NEW LANGUAGE AND SPEAK GEN Z

FRAMING THE PROBLEM

OUTSIDE RESEARCH

WHY GEN Z?

ASKING QUESTIONS

Asking Questions

REFINING THE QUESTIONS

WHAT DESIGN STRATEGIES CAN CAPTURE GEN Z’S ATTENTION WITHIN 8 SECONDS?

WHAT DRIVES OUR EMOTIONAL CONNECTION TO BRANDS?

Refining the Questions

Refining the Questions

WHAT ARE THE COSTS AND BENEFITS OF INVESTING IN GUERRILLA MARKETING?

INSIGHTS FROM RESEARCH

INSIGHT

Connections

INSIGHT 4

INSIGHT

PERSONAS & THE AUDIENCE SPECTRUM

WHO AM I DESIGNING FOR?

Researching the Audience

WHO AM I DESIGNING FOR?

The audience Spectrum

The Copy Writer

“THE Z KID”

“THE SHAPE SHIFTER”

The Small Business owner

“THE COPY WRITER”

The Small Marketing Team Hero

“THE MONEY MAN”

“THE PARENTALS”

THE “WEB” SLINGER

SEO Specialist

RESEARCHING EXPERIENCES

THE CONNECTION MAP

INTERVIEW

FOCUS GROUP 1

What did I learn?

Important Insights for further investigation

RESOURCE EFFICIENY

MODERNIZED STRATEGIES

CREATIVE CONSTRAINTS

MEASURABLE IMPACT

CREATIVE CAMPAIGNS WITH SCALABLE IMPACT:

GUERRILLA MARKETING, WHEN CREATIVE AND IMMERSIVE, STANDS OUT AS A FAVORED APPROACH.

FOCUS GROUP 2

What did I learn?

Important Insights for further investigation

TRUST AND AUTHENTICITY

AD PERSONALIZATION

STRENGTH OF ADS THAT WORK

STRENGTH OF ADS THAT WORK

TRUST

ACCORDING TO MY GEN Z FOCUS GROUPS

SURVEY 1

What were the results?

// Total Responses: 17

What did I learn?

OF RESPONDENTS PREFERRED SHORT-FORM VIDEOS ON PLATFORMS LIKE TIKTOK AND INSTAGRAM, NOTING THEIR ABILITY TO QUICKLY DELIVER ENGAGING MESSAGES.

SURVEY 2

17% OF RESPONDENTS CITED GEN Z’S FAST-PACED ATTENTION SPAN AS THE BIGGEST CHALLENGE IN CAPTURING THEIR ENGAGEMENT EFFECTIVELY.

What were the results?