Millennials are "digital natives." They were born in a connected, perpetually communicating environment and thus they are accustomed to finding all the information they need by a simple web query. This feature, corroborated with the increasing competition between universities in their attempt to attract students, stresses the need to find an answer to the following questions: how should academic representatives reach millennials, in order to promote their educational offers? What communication strategy should they follow? What tone of voice and media channels should they use? In order to find an answer to any of the above questions, I think the first step is to analyze the public and their decision-making process. And that is what I will try to do in the first part of the present paper, based on which I later make a clear proposal of a communications strategy.