Campus Visits NAADA

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2010 Conference at UGA

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Campus Visits NAADA

  1. 1. Campus Visits What Can We Do Better? Text NAADA 2010 Jeff Kallay, VP Consulting, “Apostle of Authenticity”
  2. 2. What Do They Want? - Basics that work - Honesty and Authenticity - Information and Insider Tips - Customizaton - They want what they want when they want it
  3. 3. The Chronicle of Higher Education Read the Chronicle Article
  4. 4. San Francisco Chronicle SFO Article: The college visit - does it do any good? Read Jeff's blog post
  5. 5. Los Angeles Times LA Times Article: On vacation -- at a college campus Read Trent’s blog post
  6. 6. 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
  7. 7. Boston Globe In Step with tradition: Campus Tours thriving
  8. 8. New York Times Read the New York Times Article
  9. 9. US News and World Report Read the US News and World Report Article
  10. 10. University Business Read UB October 2009 Online
  11. 11. Fix the Basics - Campus Visit Info on Web - Registration/Confirmation/Expecation - Wayfinding Signage - “A Clean, Well-Lighted Place” - Especially those Restrooms
  12. 12. Five Campus Visit Potholes
  13. 13. 1 Not Being In Sync
  14. 14. Get In Sync
  15. 15. Students-Admissions Stories-Stats People-Programs
  16. 16. 2 Toxic Levels of Inauthenticity
  17. 17. Watch “Tina the Tour Guide”
  18. 18. Watch “Tina the Tour Guide”
  19. 19. History of Higher Education Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
  20. 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  21. 21. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  22. 22. “I visited and it felt right!”
  23. 23. “Most Influential” Arts & Science Group Student Poll 2004
  24. 24. “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”
  25. 25. “Effectiveness” Noel-Levitz 2009
  26. 26. 3 Tourbots
  27. 27. Invasion of the Tourbots Read the Article
  28. 28. Storytelling is in our blood
  29. 29. Students-Admissions Stories-Stats People-Programs
  30. 30. “I am a man, and men are animals who tell stories.”
  31. 31. Stories are how most of us learn
  32. 32. 20% headlines 20% body copy (to the point) (details) 50% 10% graphic illustrations (visual) (stories)
  33. 33. POP Point of Proof
  34. 34. Great stories engage, give goosebumps, and give a feeling of “suspension”
  35. 35. Storytelling Scale Guest Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  36. 36. 4 Bubble-boy Syndrome
  37. 37. Inform Your Campus
  38. 38. Inform Your Campus
  39. 39. 5 Death March
  40. 40. Presidential Parade of Favorites Don’t just show the showcase
  41. 41. Presidential Parade of Favorites
  42. 42. 6 Death by PowerPoint
  43. 43. 6:40
  44. 44. Pecha Kucha is the Goal Shorter Presentations Less Talking At More Time Out on Campus More Human
  45. 45. Centre College - Centre by the Numbers Prezi
  46. 46. 5 Steps for Change 1. Pecha Kucha is the Goal for all Admission Presentations 2 Become the Pecha Kucha Expert 3. Study, Join and Create 4. Educate the Rest of Campus 5. Set Presentation Guidelines/Rules and Create Templates: Limit Text, More Photos More Stories
  47. 47. Want More? Read Our Blogs: TargetX Blog at www.targetx.com/ithink/
  48. 48. Free on Friday Webcasts Free On Friday Webcasts Watch Past Webcasts
  49. 49. 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
  50. 50. Campus Visits What Can We Do Better? NAADA 2010 Text Jeff Kallay, VP Consulting, “Apostle of Authenticity” kallay@targetx.com

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