2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Demystify the Millennial: It’s Not Academic

#sxsw #IRCE


For perspective on the future of online behavior, marketers look to the 18- to 24-year-old Millennial group - the “digital native generation” born around the same time as Google. However, Millennials do not wholly represent the evolving college student community or their varied online activities. This session explores how Millennials and the emerging New Student consume media of all flavors, interact with peers through social media and mobile technology and act as the drivers of next year’s innovations. This is not an academic exercise. It is not theory. Our speaker’s insights are enriched by real-world, online and personal interactions with a higher ed community including 900 college stores across the country. Sponsored by IRCE.



Roe McFarlane

SVP, Prod Dev, Mktg

Follett Higher Education Group

Roe is responsible for online product strategy and innovation of FHEG’s retail e-commerce solutions in service to universities, students and institutions across North America. He oversees marketing, e-commerce technology, efollett.com and Skyo.com. He has more than 15 years of international business, product management and marketing experience, in both enterprise and consumer software. He played integral roles in various technology acquisitions within the graphics, multi-channel marketing, content management and media software space. Prior to Follett, Roe was vice president, product innovation and customer experience at Redbox, where he managed a team responsible for user experience and design, product prioritization, alternative payments and gifting across all consumer channels. Prior to Redbox, Roe was vice president, product management and innovation at RR Donnelley, where he was instrumental in growing the company's digital service offerings.

Thanks to our sponsors

Miller Lite Monster Energy Esurance Chevrolet AT&T IFC Subway Austin Chronicle

Music sponsor

Sonic Bids

Interactive sponsors

Deloitte American Express Pennzoil