Your Campus Visit:
 Paving the Potholes
                    OACAC 2010
                           Text




Jeff Kallay, VP...
The Chronicle of Higher Education




            Read the Chronicle Article
San Francisco Chronicle




SFO Article: The college visit - does it do any good?   Read Jeff's blog post
Los Angeles Times




LA Times Article: On vacation -- at a college campus   Read Trent’s blog post
Los Angeles Times


                                                        But most college tour
                        ...
Boston Globe




In Step with tradition: Campus Tours thriving
New York Times




  Read the New York Times Article
US News and World Report




      Read the US News and World Report Article
University Business




    Read UB October 2009 Online
Five Campus Visit Potholes
1
Not Being
 In Sync
Get In Sync
Students-Admissions
    Stories-Stats
 People-Programs
2
Toxic Levels of
Inauthenticity
Watch “Tina the Tour Guide”
History of Higher Education
     Recruiting Trends

 1980’s        Marketing

 1990’s        Branding

 2010’s       Authe...
I’m an OK lover, but
afterwards I like to
                                      Me too!
snuggle and talk.




            ...
Brands are
          Mirrors.
     Branding only works when it’s authentic.
We purchase on the basis of conforming to self...
“I visited and it
   felt right!”
“Most Influential”




Arts & Science Group Student Poll 2004
“Most Trusted”
- 84% use the web most heavily in
  researching colleges
- 71% say the campus visit is the
  most trusted s...
“Effectiveness”




Noel-Levitz 2009
3
Tourbots
Invasion of the Tourbots




        Read the Article
Storytelling is
in our blood
Students-Admissions
    Stories-Stats
 People-Programs
“I am a man, and
men are animals
who tell stories.”
Stories are
how most of
  us learn
20% headlines        20% body copy
        (to the point)         (details)




    50%
                         10% graph...
POP
Point of Proof
Great stories engage,
give goosebumps, and
   give a feeling of
     “suspension”
Storytelling Scale
Guest Engagement on 1-10 (highest)
            10 our
     (shared experience)
            8 your
     ...
4
Bubble-boy
 Syndrome
Inform Your Campus
Inform Your Campus
5
Death March
Presidential Parade of Favorites
      Don’t just show the showcase
Presidential Parade of Favorites
6
Powerpoint
 to Death
Pave Your “Potholes”
     1. Get In-Sync
    2. Be Authentic
3. Turn off the Tourbots
  4. Burst the Bubble
 5. Re-think t...
Want More? Read Our Blogs:




        TargetX Blog at www.targetx.com/ithink/
Free on Friday Webcasts




     Free On Friday Webcasts   Watch Past Webcasts
Download Session PDF
    #1 Go to www.targetx.com
         click iThink Blog
     click Slide Presentations

#2 Go to www....
Your Campus Visit:
 Paving the Potholes
                   OACAC 2010
                           Text




Jeff Kallay, VP ...
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
Campus Visit Potholes OACAC
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Campus Visit Potholes OACAC

  1. 1. Your Campus Visit: Paving the Potholes OACAC 2010 Text Jeff Kallay, VP Consulting, aka “Apostle of Authenticity”
  2. 2. The Chronicle of Higher Education Read the Chronicle Article
  3. 3. San Francisco Chronicle SFO Article: The college visit - does it do any good? Read Jeff's blog post
  4. 4. Los Angeles Times LA Times Article: On vacation -- at a college campus Read Trent’s blog post
  5. 5. Los Angeles Times 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
  6. 6. Boston Globe In Step with tradition: Campus Tours thriving
  7. 7. New York Times Read the New York Times Article
  8. 8. US News and World Report Read the US News and World Report Article
  9. 9. University Business Read UB October 2009 Online
  10. 10. Five Campus Visit Potholes
  11. 11. 1 Not Being In Sync
  12. 12. Get In Sync
  13. 13. Students-Admissions Stories-Stats People-Programs
  14. 14. 2 Toxic Levels of Inauthenticity
  15. 15. Watch “Tina the Tour Guide”
  16. 16. History of Higher Education Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
  17. 17. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  18. 18. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  19. 19. “I visited and it felt right!”
  20. 20. “Most Influential” Arts & Science Group Student Poll 2004
  21. 21. “Most Trusted” - 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”
  22. 22. “Effectiveness” Noel-Levitz 2009
  23. 23. 3 Tourbots
  24. 24. Invasion of the Tourbots Read the Article
  25. 25. Storytelling is in our blood
  26. 26. Students-Admissions Stories-Stats People-Programs
  27. 27. “I am a man, and men are animals who tell stories.”
  28. 28. Stories are how most of us learn
  29. 29. 20% headlines 20% body copy (to the point) (details) 50% 10% graphic illustrations (visual) (stories)
  30. 30. POP Point of Proof
  31. 31. Great stories engage, give goosebumps, and give a feeling of “suspension”
  32. 32. Storytelling Scale Guest Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  33. 33. 4 Bubble-boy Syndrome
  34. 34. Inform Your Campus
  35. 35. Inform Your Campus
  36. 36. 5 Death March
  37. 37. Presidential Parade of Favorites Don’t just show the showcase
  38. 38. Presidential Parade of Favorites
  39. 39. 6 Powerpoint to Death
  40. 40. Pave Your “Potholes” 1. Get In-Sync 2. Be Authentic 3. Turn off the Tourbots 4. Burst the Bubble 5. Re-think the Route
  41. 41. Want More? Read Our Blogs: TargetX Blog at www.targetx.com/ithink/
  42. 42. Free on Friday Webcasts Free On Friday Webcasts Watch Past Webcasts
  43. 43. Download Session PDF #1 Go to www.targetx.com click iThink Blog click Slide Presentations #2 Go to www.slideshare.net/targetx #3 Look for email with link
  44. 44. Your Campus Visit: Paving the Potholes OACAC 2010 Text Jeff Kallay, VP Consulting, aka “Apostle of Authenticity”

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