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Campus presentation on marketing and engagement


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  • 1.
    • How can FHSU attract potential Virtual College students?
    • How can FHSU engage in meaningful dialog with current students?
  • 2. Prospective Student Ted Force Field Analysis Employment History 2005 to Management Position Present Community Bank, TX 1994-2002 Served as a Lineman at two regional airports Set up an LLC to maintain aircraft for a major offshore oil exploration and development company in Houston. Maintains aircraft evenings and weekends. Another Way of Looking At It- Bottom Up Change Family and Education - BA in Business Administration XXXXX University, 2005 Double Major: Finance and Banking Double Minor: Accounting and Management -Worked part time while in college. -Private Pilot -Socially active in under 40 Chamber of Commerce group -Age 37 Driving Forces to Change Resisting Forces B=ƒ(P,E) Adapted from Kurt Lewin Behavior is a function of the person and their environment.
  • 3. Circle of Influence or Control Circle of Concern
    • Key Questions to Move Out of Your Comfort Zone and Stay in your Zone of Influence or Control
    • What is your vision of yourself five years from now?
    • How does not having the degree make you feel?
    • How does a degree align with your core values?
    • What’s it costing you not to enroll?
    • What’s standing in your way?
    • What can you do about those barriers?
    • What will you have to change in your lifestyle to enroll, take classes? How does that make you feel?
    • Imagine the changes in your life with this degree. Describe them.
    Coaching Questions Adapted from Peter Senge Adapted from Coach U, Inc.
  • 4. B=ƒ(P,E) What kind of marketing campaign will move Ted to become an early adopter of change, a change champion and enroll in a program? What will move him out of his status quo comfort zone? How do we help him make his own “business case” for change? Behavior is a function of the person and their environment.
  • 5. How can FHSU attract potential Virtual College students? Four step process
    • Conduct your Force Field Analysis. Identify as many factors that promote student enrollment in FHSU’s Virtual College. Identify as many factors as possible that motivate students to enroll. (Mind Mapping or After Action Review or Post It exercise to brainstorm.)
    • Design campaigns around the data from the Force Field Analysis.
    • Maintain data on response and tweak as you go.
    • Conduct an After Action Review to capture knowledge about campaign.
  • 6. A Day in the Life of ……………………… Address the forces causing Ted to resist changing his behaviors and resisting enrollment. Can this blend into the real story of a successful FHSU VC grad who encountered those same forces? Possibility 1
  • 7. A Day in the Life of Lori Spear .
  • 8. As population dwindles, couple returns to Lincoln farm By Jan Biles THE CAPITAL-JOURNAL LINCOLN — Ryan and Lori Spear are like many young couples who grew up in rural and frontier Kansas. After high school graduation, they were ready to fly the coop — to leave small-town Lincoln and never return. Living and working on their parents' farms was the last thing they aspired to do. "I left the farm with no intention of coming back," Ryan, 29, said. "I was ready to get out of here." In 2000, Ryan left Lincoln — population about 1,200 — and headed to "the big city" of Manhattan, where he enrolled at Kansas State University to major in premedicine and minor in biology so he could become a physician. A couple of years later, Lori followed him to the campus to seek a degree in business. But things didn't work out like Ryan originally planned. Biology wasn't as interesting as he thought it would be, so after a couple of years he changed his minor to management of information systems. Then, the reality of the job market and the time commitment he would have to make to get his medical degree set in. "The tech jobs crashed and folks had to wait four to six months to find a job, and I didn't want to take six to eight more years to get a medical degree," he said. After Ryan earned his business degree in 2005, he and Lori moved home. Ryan became the fourth generation of his family to plant wheat and milo, bale alfalfa, and raise cattle on the family farm about 11 miles northwest of Lincoln in central Kansas. Lori finished a business administration and management degree through online classes offered by Fort Hays State University and took a job as marketing director at the Bank of Tescott in Lincoln. Her income helps them through the winter months when revenue from the farm wanes.
  • 9. “ A Day in the Life” Campaign Process
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  • 11. How could Wendy have become a positive story?
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  • 13. Possibility 2
  • 14. In 2010 Toyota launched what I believe is a brilliant marketing campaign pushing story telling and testimonials to a new 21st century level. I believe they have created a proven business template worth discussing in higher education.
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    • These customer-generated stories are memorable because they
    • Demonstrate that Toyota products are different from competitors, that Toyota is a greater value add than other car manufacturers.
    • Are short and to the point as well as truthful and transparent.
    • Consider Mike’s story, with photographs. “My 1994 corolla is a little rough on the outside, but still runs like a champ. The springs are bouncy and much of it has rusted away and been replaced due to good ‘ole CNY winters, but it still gets me around. My friends make fun of it, but when 10 dollars gets you half a tank they quickly change their tone. I love my corolla.”
    • Are “told” with webcam video or animated film on xtranormal. In short, the process unlocks the innovation and creativity of a large network of raving fans, to borrow the terminology of Ken Blanchard.
    • Are delivered in multiple formats- written narrative, video of different types and mapped onto a Google Map.
  • 19.
    • Adapt Toyota’s Clearly Defined Four-Step Process
    • 1. Selecting Departments will help the readers focus in on those most like themselves in coursework.
    • Use of a drop down with suggested story types .
    • How I learned of the program
    • What I did when I needed help
    • My most memorable classmate
    • My most memorable instructor
    • How I survived the hardest course
    • Asking the story teller to title the story will inherently collect a range of styles (Tristan’s Toyota Times. A great car for a great family. My Vacation in Bangkok) and thus assists in creating a fresh look.
    • 3. Opportunity to “FB” the story. Social constructivism assists in getting the message out in a networked fashion, with unexpected (and unpredictable) opportunities.
    • 4. Use of a specially designed FB page . This enabled the control of the process and guided the input from the raving fans.
  • 20. Corporate Crowdsourcing and Further Adaptations
  • 21. University of Wisconsin River Falls FB page Developed by Toyota 1994 copyright free Take a look at the University of Arkansas Department of Agriculture Strategic Plan, Blueprint for Excellence- 2011-2015. This 25 page document sends readers to five different support videos
    • Your site
    • Online publication
    • Video calendar event
    • Photographs
    • Text based messages
    • Whatever can go on the web can be linked to your QR code. Your imagination is your only limit!
  • 22. Pamela Gardner , director of career services at the University of Vermont, reported : “ QR codes seemed like great way to connect to students and potentially increase our ‘hip’ quotient.” “The codes allow us to say less on our posters or flyers, and make it simple for students to get more information using their smart phones.” The University of Vermont’s career services office uses QR codes on promotional materials for events, directing students to information about the event, and during events. For example, the career services team generated a QR code for its Twitter page . Another clever use-, career services posted “ Do you have a story to tell?” table stands with QR codes linked to the part of its web site that asks students and graduates to share their successes.
  • 23.  
  • 24. Possibility 3- Geocaching
  • 25. What is geocaching? “ Participants (a.k.a., “geocachers”) use GPS systems to hide and find “geocaches” almost anywhere in the world. (They can even be found in Antarctica.) A simple geocache (or simply “cache”) is a small water-resistant container with a logbook and pen in it. You can buy specially designed caches, but a regular Tupperware container will do. Unlike pirate treasure, caches aren’t buried. If you can find your way to the GPS coordinates, you should be able to find the cache. Note that the caches listed on may come with clues to help you find them. (“Look for the missing brick in the ivy-covered wall.”)
 Dain Schroeder, “Treasure Hunting with Your iPhone?
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  • 29.
    • Summary: How can FHSU attract potential Virtual College students?
    • A Day in the Life campaign
    • Crowdsourcing
    • QR Codes in range of print docs
    • Geocaching opportunities
  • 30.
    • How can FHSU attract potential Virtual College students?
    • How can FHSU engage in meaningful dialog with current students?
  • 31. To learn from one another in a conversational environment characterized by respect and equality. A dialog requires both individuals or groups of individuals to first listen to fully understand the other’s point of view or story. What’s on their minds? What are they thinking? Chatting about with their family and friends? What keeps them up at night? What successes are they celebrating? IMing? Texting? Emailing? Phoning? What are they doing on social media?
  • 32. The Challenge: How do we get them in dialog with one another and with us?
  • 33. Existing Social Media, but let’s talk about pushing the boundaries and thinking out of the box. Let’s challenge our own assumptions.
  • 34. “ Fully 71% of online Americans use video-sharing sites such as YouTube and Vimeo, up from 66% a year earlier. The use of video-sharing sites on any given day also jumped five percentage points, from 23% of online Americans in May 2010 to 28% in May 2011. Rural internet users are now just as likely as users in urban and suburban areas to have used these sites, and online African-Americans and Hispanics are more likely than internet-using whites to visit video-sharing sites.” Out of the Box (?) Idea 1
  • 35. Personalized Video Email Out of the Box (?) Idea 2
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  • 40. Out of the Box (?) Idea 3
  • 41. Brighton Brooks, CDE Student Advisor
  • 42. Out of the Box (?) Idea 4 Moderate live callers, prime time scheduling, host with Skype, upload, edit and replace shows, up to 2 hours shows and 50 live callers, priority support. $40/month
  • 43. How can FHSU engage in meaningful dialog with current students?
  • 44. How can you keep up with emerg ing technologies?
  • 45. Let’s go back to where we began, with Ted.
  • 46.  
  • 47.
    • What did you expect to happen?
    • What actually happened?
    • What did you take away?
  • 48.  
  • 49. Backup Slides
  • 50.  
  • 51. Older populations are moving toward online delivery