Authenticity NASCUMC 07-10

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Jeff's and Trent's presentation on Authenticity

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Authenticity NASCUMC 07-10

  1. 1. The Wesley Brothers Embraced Authenticity - Your Institution Should Too Text NASCUMC Trent Gilbert, Chief eXperience Officer Jeff Kallay, VP Consulting, “Apostle of Authenticity”
  2. 2. The Perfect Storm
  3. 3. 1. 2nd cohort Millennials 2. Shift from Boomer to Xer parent 3. “Great Recession”
  4. 4. There is no Magic Bullet
  5. 5. Authenticity
  6. 6. Authenticity “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  7. 7. Authenticity “Keeping it Real”
  8. 8. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2009
  9. 9. 90% Trust Word-of-Mouth vs. Traditional Advertising Consumers 18-65 years old, Ad Age 2009
  10. 10. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  11. 11. “I visited and it felt right!”
  12. 12. Availability Cost Quality Authenticity
  13. 13. History of Higher Education Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
  14. 14. Visit the Tagline Repository
  15. 15. “Average students thrive here.”
  16. 16. Authenticity made simple...
  17. 17. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  18. 18. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  19. 19. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  20. 20. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  21. 21. 10 Ten Steps towards rendering authenticity
  22. 22. 1. Cut through the Clutter 3000-5000 marketing messages a day Watch The Persuaders
  23. 23. 2. Know who you are Don’t try to be all things to all people The Ohio State University
  24. 24. 3. Say who you are/declare something Draw a line in the sand Baylor University
  25. 25. 3. Say who you are/declare something Draw a line in the sand 2011 Jeep Grand Cherokee
  26. 26. 4. Keep it real SACAC 2008 Survey of 200+ high school seniors “I believe that imperfections show character. That's what I was looking for in a college. A school that seemingly has no flaws during a one hour information session (and tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
  27. 27. “Most colleges gave too much of a glossy image of themselves. The end result is that they all come to look inherently the same.”
  28. 28. “When schools over advertise, there must be something wrong.”
  29. 29. “Be real, honest and straightforward.”
  30. 30. “Bulk and mass-mailing are offensive. Personalize - it’s about me, not you.”
  31. 31. “You look desperate for a date - chill out!” “You’re hurting by flirting so much.”
  32. 32. “If I’m not a candidate, leave me alone.”
  33. 33. 5. Reroute beyond the Presidential Parade of Favorites
  34. 34. 6. If you’re afraid to say it, say it Domino's Turnaround
  35. 35. 6. If you’re afraid to show it, show it Show those things specific to your students’ experiences: -what are those small areas of campus that matter? -what’s your students’ favorite places/spaces on campus?
  36. 36. 7. Hop on the Cluetrain (talk with, not at) "Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. University of Texas American University
  37. 37. 8. Champion stories (not statistics) “I am a man and men are animals who tell stories.”
  38. 38. 8. Champion stories (not statistics) St. Edward’s University
  39. 39. 9. If we help create it, it’s more authentic to us
  40. 40. 9. If we help create it, it’s more authentic to us Hendrix College University of Louisville
  41. 41. 10. Connect with best fit students Hendrix College
  42. 42. Authenticity starts with the campus visit (FYI - more visitors doesn’t increase yield)
  43. 43. “I visited and it felt right!”
  44. 44. It’s all about the experience
  45. 45. Authentic experiences SFO Article: The college visit - does it do any good? Read Jeff's blog post
  46. 46. “It felt right” LA Times Article: On vacation -- at a college campus Read Trent’s blog post
  47. 47. “It felt right” But most college tour scripts are numbingly similar, and information is not really the point. Students and their families are looking for the ineffable moment when, through some alchemy of atmosphere, setting or vibe, they suddenly know this is the place for them. LA Times Article: On vacation -- at a college campus Read Trent’s blog post
  48. 48. Campus Visit in Record #’s In Step with tradition: Campus Tours thriving
  49. 49. It’s all about the experience Read the New York Times Article
  50. 50. Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004
  51. 51. 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”
  52. 52. “Effectiveness” Noel-Levitz 2009
  53. 53. Rendering Authenticity “Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual, fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
  54. 54. Access Session PDF 1. www.targetx.com /slideshare 2. www.targetx.com/ithink (our iThink blog) 3. kallay@targetx.com gilbert@targetx.com
  55. 55. The Wesley Brothers Embraced Authenticity - Your Institution Should Too Text NASCUMC Trent Gilbert, Chief eXperience Officer Jeff Kallay, VP Consulting, “Apostle of Authenticity”

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