To Catch a Z An insider perspective on post-Millennial marketing.

• Author: Kvapil, Rachael
• Position: MARKETING

As a Gen Zer, Jordan Green knows how to market to younger generations. When he started Glacier Marketing Group last year, he wasn't old enough to file for an LLC and had to co-sign with a tax attorney who fully transferred over the business when he turned eighteen a few months later. Green had already been developing content for social media prior to his decision to start an official marketing company, a process he went into thoughtfully. Green says he wanted to do more than just start a business. He wanted to build a brand with the potential to positively impact people.

"I really wanted something that reflects my values as an entrepreneur and as an Alaskan," says Green. "Something that was more than just about making money."

Green chose the name Glacier Marketing to connect his business to Alaska without specifically using the state's name. Likewise, he considered the forward progression of a glacier as an accurate metaphor for the forward progression of his company. And though he is young (nineteen and now in college), he says he has never let age stop him from contacting businesses with his ideas.

"I was able to get a strong start in my company after building hundreds of connections on an app called Clubhouse," says Green. "My initial Glacier campaigns were connecting brands on TikTok to influencers to create organic advertisements."

Quickly, Green realized that influencer marketing was the strongest form of marketing on the planet. Building his brand meant growing Glacier Marketing on Instagram and TikTok by making funny videos that caught the eyes of businesses in Anchorage that needed help with marketing. Given that he started the company during the pandemic, most of Glacier's initial work was remote. Green attended business calls with new contacts every day during his senior year in high school.

"I made it my identity," says Green. "I used any conversation with friends and family to get my brand out. I talked with a lot of people on social media about forming an agency and about possibly working together. For the first month alone, I spent time connecting with like-minded people. Some became clients and some became mentors."

Eventually, Glacier Marketing caught the attention of business owners. As he worked with local businesses like the Anchorage Wolverines hockey team and concert promoter Showdown Alaska, word got out. Green says his clients talk with others about their collaboration after seeing positive results in content...