50 Campus Visits
                 In One Year:
                The Highs and Lows
                          Jeff Kallay, T...
Let’s Manage Expectations
              - Much to cover in short time - I strive to overwhelm
              - “Big Picture...
“I Love My Clients!”
             - I’ve got the greatest job thanks to them and TargetX
             - I couldn’t do what...
Welcome to the
                          Experience Economy



                                    Pine & Gilmore
Thursday...
The Experience Economy 101


                                            on
                                              ...
Experiences = Memories




Thursday, July 30, 2009
Experience marketing
                                is about:
         1. Repelling commodization
         2. Charging a ...
Remember,
          “The experience is the marketing.”




        Arts & Science Group Student Poll 2004


Thursday, July...
The experience is higher
                education marketing
        - 84% use the web most heavily in
          researchi...
Experiences = Effectiveness




       Noel-Levitz 2009 10 Most Effective - click here to download the entire report


Thu...
10
       Ten Steps that make
     the difference between
          a tour and an
           experience
Thursday, July 30,...
1. Integrate the four E’s
             Higher Education is the experience economy: 4 E’s

                                ...
2. Craft a mini campus experience
 - Customize the Experience
        We all want what we want - accommodate the various
 ...
2. Craft a mini campus experience
 - Engage ALL the senses
 “83% of marketing appeals to sight, leaving a paltry 17%
 to t...
2. Craft a mini campus experience
 - Mix in the memorabilia - “ticket stub”




                          California Luthe...
3. Set the expectation
 - Before guests arrive (online, email, & mail)
 - Explain route (will and won’t be seen)




     ...
4. Spend no money
 - Engage the “sense of the butt”

         Millsaps                             Albright
         Colle...
5. Tell stories not statistics
 - Stories render authenticity



                  Hendrix College




                   ...
6. Reveal your school’s nomenclature
   7. Keep it real - do what’s authentic to
        your campus and experience




  ...
8. Do you have a signature moment?
                                                 Westmont College




       Concordia ...
9. Mystery shop your tour
                           (and your competitors)




                                  West Vir...
10. Top Ten Tidbits for Tour Guides
           1. Interact as if you’re giving your sibling a tour
           2. Answer qu...
The Lows


Thursday, July 30, 2009
Expectations Not Managed
     - Difficult to find “Visit” information on
       websites “How many clicks?”
     - No emai...
There’s better parking in Hell
     - No visitor parking
     - Not enough visitor parking
     - No wayfinding signage
  ...
Am I in a Doctor’s office?
     - Or a funeral parlor?
     - Dark, depressing Admissions Offices or
       Visitor’s Cent...
Am I in a Doctor’s office?




Thursday, July 30, 2009
Negative Cues




Thursday, July 30, 2009
Negative Cues




Thursday, July 30, 2009
Negative Cues




Thursday, July 30, 2009
Model Rooms That Aren’t




Thursday, July 30, 2009
Tours That Are Too Large




Thursday, July 30, 2009
Tours That Are Too Large




Thursday, July 30, 2009
Tours That Are Too Large




Thursday, July 30, 2009
Tours That Are Too Large




Thursday, July 30, 2009
Tours That Are Too Large




Thursday, July 30, 2009
Tours That Are Too Large




Thursday, July 30, 2009
Disengaged Tour Guides




                          http://www.youtube.com/watch?v=jS1P5LleRDk

Thursday, July 30, 2009
Disengaged Tour Guides




                          http://www.youtube.com/watch?v=avYUL1A-WUM

Thursday, July 30, 2009
The Highs


Thursday, July 30, 2009
Expectations Managed
      - Easy to find “Visit” information on
        websites “1-2 clicks?”
      - Email, phone, or m...
It’s like parking in Heaven
     - Easy to find visitor parking
     - Tons of visitor parking
     - Wayfinding signage
 ...
Not a Doctor’s office!




                                 Albright College
Thursday, July 30, 2009
Not a Doctor’s office!




                                  Troy University
Thursday, July 30, 2009
Not a Doctor’s office!




                                   Eckerd College
Thursday, July 30, 2009
Not a Doctor’s office!
                                                              Eckerd




                          ...
Not a Doctor’s office!
                                                              Eckerd




                          ...
Not a Doctor’s office!




                                Hobart and William Smith Colleges
Thursday, July 30, 2009
Not a Doctor’s office!
                                                            Hobart and William Smith Colleges
     ...
Aesthetic/Esthetic




                                                 Hobart and William Smith


                       ...
Aesthetic/Esthetic




                                                 Hobart and William Smith


                       ...
Stories & Storytelling
                                            Hobart and William Smith

                            S...
Stories & Storytelling




Thursday, July 30, 2009
Stories & Storytelling
                                                     Hobart and William Smith
                     ...
Engaging Tour Guides,
         Memories and Memorabilia
              Albright




                  Albright College   Am...
Engaging Tour Guides,
         Memories and Memorabilia




                          Lenoir-Rhyne Unviversity   Northern ...
Engaging Tour Guides,
         Memories and Memorabilia


         Centre College




Thursday, July 30, 2009
A Near Perfect Visit
                      Experience

Thursday, July 30, 2009
Hendrix College
              - SACAC school in Conway, Arkansas and member of
                Associated Colleges of the ...
Welcome to Ellis Hall
          1,500 Individual Day and 15 Hendrix Experience Days



                                   ...
Managed the Expectations




Thursday, July 30, 2009
Customized
           parking
         and welcome




Thursday, July 30, 2009
Interaction with Campus
                          First greeting at Ellis Hall Lobby Desk



                             ...
No bulky folder:
                 simple trifold
             customized brochure

Thursday, July 30, 2009
The “Helicopter” Lands




                Parents stay in Admission Visitor Center while
             prospective student...
Interaction with Campus
                    Attend a class - good chance it will be outdoors



                          ...
Mailbox and Memorabilia




Thursday, July 30, 2009
“National” Signature Moment




Thursday, July 30, 2009
What Makes the Experience?
              - VP “who gets it” not afraid to challenge status quo
              - Rethought p...
The Hendrix HEAT
              - Six Admission Interns (Sheriffs)
              - 82 member Hendrix Heat
                 ...
The Experience IS
                           the Marketing!
             Starting their fourth year of “Hendrix Experience...
The Experience IS the Marketing!




Thursday, July 30, 2009
Challenges You Face:
              - That’s how we’ve always done it! Status Quo.
              - There’s no budget availa...
Overcoming Challenges:
              - Like branding initiatives, publications, and website,
                creating an e...
It takes an entire campus:
                             “Whatever we accomplish belongs
                             to ou...
Jeff’s Bookshelf




Thursday, July 30, 2009
Download Session PDF
   www.targetx.com>click “iThink Blog”>Presentation Slides




Thursday, July 30, 2009
Free On Friday Webcast
                Friday, August 7 3-3:30PM Eastern




                          www.targetx.com/web...
Thursday, July 30, 2009
50 Campus Visits
                 In One Year:
                The Highs and Lows
                          Jeff Kallay, T...
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50 Campus Visits Concordia System

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50 Campus Visits Concordia System

  1. 1. 50 Campus Visits In One Year: The Highs and Lows Jeff Kallay, The Experience Evangelist @targetx.com Thursday, July 30, 2009
  2. 2. Let’s Manage Expectations - Much to cover in short time - I strive to overwhelm - “Big Picture” thinking - it’s about change - Experience Economy 101 - Recap Ten Steps that make the difference between a tour and an experience - The Lows (let’s hope your school isn’t featured) - The Highs (featuring a near perfect experience) - Questions along the way and at close of session - Give-a-ways (did you submit your business card?) - PDF available online; www.targetx.com/ithink Thursday, July 30, 2009
  3. 3. “I Love My Clients!” - I’ve got the greatest job thanks to them and TargetX - I couldn’t do what I do without them - They are the ones with courage and vision to bring me to their campus and listen to my consultation - The Lows - they know already and are correcting - The Highs - more often than not - All have highs and lows - Did I say, how much “I love my clients!?” Thursday, July 30, 2009
  4. 4. Welcome to the Experience Economy Pine & Gilmore Thursday, July 30, 2009
  5. 5. The Experience Economy 101 on Experiences ssi gre ro cP mi Text no Service/Info co fE ryo eo Th Industrial Agrarian Thursday, July 30, 2009
  6. 6. Experiences = Memories Thursday, July 30, 2009
  7. 7. Experience marketing is about: 1. Repelling commodization 2. Charging a premium price 3. Persuading consumers to pay when they never did before 4. Selling “Memories” Thursday, July 30, 2009
  8. 8. Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004 Thursday, July 30, 2009
  9. 9. The experience is higher education marketing - 84% use the web most heavily in researching colleges - 71% say the campus visit is the most trusted source of information Eduventures 2007 Survey of 7,867 High school junior and seniors. Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says” Thursday, July 30, 2009
  10. 10. Experiences = Effectiveness Noel-Levitz 2009 10 Most Effective - click here to download the entire report Thursday, July 30, 2009
  11. 11. 10 Ten Steps that make the difference between a tour and an experience Thursday, July 30, 2009
  12. 12. 1. Integrate the four E’s Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Strategic Horizons, LLP Immersion Thursday, July 30, 2009
  13. 13. 2. Craft a mini campus experience - Customize the Experience We all want what we want - accommodate the various levels of interest of guests to your campus - Eliminate negative cues - Accent positive cues - Look for missed cues Elon University Thursday, July 30, 2009
  14. 14. 2. Craft a mini campus experience - Engage ALL the senses “83% of marketing appeals to sight, leaving a paltry 17% to the other senses. Surprisingly, smell is the second most important sense after sight, and not sound. In fact, 75% of all emotional connections are based on smell.” Adweek review of Brand Sense Centre College The Ohio State University Thursday, July 30, 2009
  15. 15. 2. Craft a mini campus experience - Mix in the memorabilia - “ticket stub” California Lutheran University Thursday, July 30, 2009
  16. 16. 3. Set the expectation - Before guests arrive (online, email, & mail) - Explain route (will and won’t be seen) Map courtesy of Lenoir-Rhyne University and Sketches Lenoir-Rhyne University Thursday, July 30, 2009
  17. 17. 4. Spend no money - Engage the “sense of the butt” Millsaps Albright College College Saint Hampshire Joseph College University Thursday, July 30, 2009
  18. 18. 5. Tell stories not statistics - Stories render authenticity Hendrix College Lenoir-Rhyne University Albright College Thursday, July 30, 2009
  19. 19. 6. Reveal your school’s nomenclature 7. Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University Thursday, July 30, 2009
  20. 20. 8. Do you have a signature moment? Westmont College Concordia Wisconsin Concordia Irvine Hampshire College Thursday, July 30, 2009
  21. 21. 9. Mystery shop your tour (and your competitors) West Virginia University Thursday, July 30, 2009
  22. 22. 10. Top Ten Tidbits for Tour Guides 1. Interact as if you’re giving your sibling a tour 2. Answer questions honestly and directly, but remind them it’s your perspective 3. Watch your pronouns - “We” is exclusive, “You’ll “is inclusive 4. Tell stories - yours and your friends’ 5. When you walk backwards they look at you, not the campus 6. If you feel negatively about any other school - don’t name names 7. “Tour guides” is boring - you’re bright, come up with a memorable name 8. Find connections with your audience and ask open-ended questions 9. Is asking “Do you have any more questions?” the best way to end a tour? 10. Don’t be a “Tourbot” and have Fun! Thursday, July 30, 2009
  23. 23. The Lows Thursday, July 30, 2009
  24. 24. Expectations Not Managed - Difficult to find “Visit” information on websites “How many clicks?” - No email, phone, or mail confirmation - Not fully explaining how long to be on campus and what all a visit entails - Just kind of sit and wait in office or visitor’s center Thursday, July 30, 2009
  25. 25. There’s better parking in Hell - No visitor parking - Not enough visitor parking - No wayfinding signage - Country Mile from Admissions Thursday, July 30, 2009
  26. 26. Am I in a Doctor’s office? - Or a funeral parlor? - Dark, depressing Admissions Offices or Visitor’s Centers - Harsh fluorescent lighting - Chairs around the walls or crowded - No music, computers, or refreshments - Nothing you want to read or look at Thursday, July 30, 2009
  27. 27. Am I in a Doctor’s office? Thursday, July 30, 2009
  28. 28. Negative Cues Thursday, July 30, 2009
  29. 29. Negative Cues Thursday, July 30, 2009
  30. 30. Negative Cues Thursday, July 30, 2009
  31. 31. Model Rooms That Aren’t Thursday, July 30, 2009
  32. 32. Tours That Are Too Large Thursday, July 30, 2009
  33. 33. Tours That Are Too Large Thursday, July 30, 2009
  34. 34. Tours That Are Too Large Thursday, July 30, 2009
  35. 35. Tours That Are Too Large Thursday, July 30, 2009
  36. 36. Tours That Are Too Large Thursday, July 30, 2009
  37. 37. Tours That Are Too Large Thursday, July 30, 2009
  38. 38. Disengaged Tour Guides http://www.youtube.com/watch?v=jS1P5LleRDk Thursday, July 30, 2009
  39. 39. Disengaged Tour Guides http://www.youtube.com/watch?v=avYUL1A-WUM Thursday, July 30, 2009
  40. 40. The Highs Thursday, July 30, 2009
  41. 41. Expectations Managed - Easy to find “Visit” information on websites “1-2 clicks?” - Email, phone, or mail confirmation - Explaining how long to be on campus and what all a visit entails - Engaging pre-tour experience in office Thursday, July 30, 2009
  42. 42. It’s like parking in Heaven - Easy to find visitor parking - Tons of visitor parking - Wayfinding signage - Close to Admissions Southern New Hampshire University Occidental College University of Delaware Thursday, July 30, 2009
  43. 43. Not a Doctor’s office! Albright College Thursday, July 30, 2009
  44. 44. Not a Doctor’s office! Troy University Thursday, July 30, 2009
  45. 45. Not a Doctor’s office! Eckerd College Thursday, July 30, 2009
  46. 46. Not a Doctor’s office! Eckerd Birmingham-Southern College Thursday, July 30, 2009
  47. 47. Not a Doctor’s office! Eckerd Birmingham-Southern College Thursday, July 30, 2009
  48. 48. Not a Doctor’s office! Hobart and William Smith Colleges Thursday, July 30, 2009
  49. 49. Not a Doctor’s office! Hobart and William Smith Colleges Hobart and William Smith See more at: http://picasaweb.google.com/ExperienceEvangelistCollegeAdmissionAndVisitorCenterImages Thursday, July 30, 2009
  50. 50. Aesthetic/Esthetic Hobart and William Smith Assumption College Thursday, July 30, 2009
  51. 51. Aesthetic/Esthetic Hobart and William Smith Transylvania University Thursday, July 30, 2009
  52. 52. Stories & Storytelling Hobart and William Smith St. Edwards University Hobart and William Smith Thursday, July 30, 2009
  53. 53. Stories & Storytelling Thursday, July 30, 2009
  54. 54. Stories & Storytelling Hobart and William Smith Hobart and William Smith Hobart and William Smith Thursday, July 30, 2009
  55. 55. Engaging Tour Guides, Memories and Memorabilia Albright Albright College American University Thursday, July 30, 2009
  56. 56. Engaging Tour Guides, Memories and Memorabilia Lenoir-Rhyne Unviversity Northern Kentucky University Thursday, July 30, 2009
  57. 57. Engaging Tour Guides, Memories and Memorabilia Centre College Thursday, July 30, 2009
  58. 58. A Near Perfect Visit Experience Thursday, July 30, 2009
  59. 59. Hendrix College - SACAC school in Conway, Arkansas and member of Associated Colleges of the South - United Methodist - 1350 students, 12-1 faculty ratio, 100% Ph.D - Top Tier National Liberal Arts college - $192 million endowment - $38,934 annual estimate (Princeton Review Best Buy) - 0 Fraternities and Sororities - Loren Pope’s CTCL, “...most beautiful campus...” Thursday, July 30, 2009
  60. 60. Welcome to Ellis Hall 1,500 Individual Day and 15 Hendrix Experience Days Text Thursday, July 30, 2009
  61. 61. Managed the Expectations Thursday, July 30, 2009
  62. 62. Customized parking and welcome Thursday, July 30, 2009
  63. 63. Interaction with Campus First greeting at Ellis Hall Lobby Desk Text Thursday, July 30, 2009
  64. 64. No bulky folder: simple trifold customized brochure Thursday, July 30, 2009
  65. 65. The “Helicopter” Lands Parents stay in Admission Visitor Center while prospective student is “walked” to and attends class Thursday, July 30, 2009
  66. 66. Interaction with Campus Attend a class - good chance it will be outdoors Text Thursday, July 30, 2009
  67. 67. Mailbox and Memorabilia Thursday, July 30, 2009
  68. 68. “National” Signature Moment Thursday, July 30, 2009
  69. 69. What Makes the Experience? - VP “who gets it” not afraid to challenge status quo - Rethought people and positions - Re-appropriated funds and budget - Director of Campus Visits, no travel, 24/7 - It didn’t happen overnight - Tweak, refine, and refresh the experience - Took a perceived negative cue (geography) and made it work in their favor - longer time on campus - Keep it real and authentic Thursday, July 30, 2009
  70. 70. The Hendrix HEAT - Six Admission Interns (Sheriffs) - 82 member Hendrix Heat (Hendrix Experience Admission Team) based on personality and schedule not all give tours: airport transport walkers overnight hosts visitor center sitters residential walk lunchers - “Gatekeeper Mentality” - Prospective students interact with several students Thursday, July 30, 2009
  71. 71. The Experience IS the Marketing! Starting their fourth year of “Hendrix Experience” - Largest and brightest freshmen classes - Increased enrollment from 1100 to 1350 - Out-of-state went over 62% - Significant cross-app with out of region schools - Lower discount rate (significant raise in tuition) - Freshmen herald “The Hendrix Experience” - 100 freshmen applied to be members of HEAT Thursday, July 30, 2009
  72. 72. The Experience IS the Marketing! Thursday, July 30, 2009
  73. 73. Challenges You Face: - That’s how we’ve always done it! Status Quo. - There’s no budget available - Fear of change - What will happen if we reduce travel or publications? - We don’t have the staff available - Our tour guides won’t cooperate - We can’t get support from rest of campus - Is this just another admissions fad or trend? Thursday, July 30, 2009
  74. 74. Overcoming Challenges: - Like branding initiatives, publications, and website, creating an experience doesn’t happen overnight - Revisit staff responsibilities and budget - Draft a strategy and timeline - Develop phases to implement experiential ideas - Educate and get buy-in campus wide - Start with easy to implement ideas and add gradually - If something “fails,” drop it and move on - Keep it real and authentic to your school Thursday, July 30, 2009
  75. 75. It takes an entire campus: “Whatever we accomplish belongs to our entire group. A tribute to our combined effort” - Walt Disney “People may not remember what you did or said, but they will always remember how you made them feel.” - Jeff Kallay Thursday, July 30, 2009
  76. 76. Jeff’s Bookshelf Thursday, July 30, 2009
  77. 77. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides Thursday, July 30, 2009
  78. 78. Free On Friday Webcast Friday, August 7 3-3:30PM Eastern www.targetx.com/webcasts Thursday, July 30, 2009
  79. 79. Thursday, July 30, 2009
  80. 80. 50 Campus Visits In One Year: The Highs and Lows Jeff Kallay, The Experience Evangelist @targetx.com Thursday, July 30, 2009

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