Know your audience. Sage advice for every college admissions marketing professional, but there’s a lot to know when marketing to Generation Z (those born after 1995 and before 2011).

Though this group is just hitting the workforce, in two years, Gen Z is expected to account for 40% of all consumers, per Fast Company.

Right now, of course, they’re hitting college campuses. And there are right and wrong ways to engage these digital natives.