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MACAC 50 Campus Visits
 

MACAC 50 Campus Visits

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    MACAC 50 Campus Visits MACAC 50 Campus Visits Presentation Transcript

    • 50 Campus Visits In One Year: The Highs and Lows Jeff Kallay, Experience Evangelist, TargetX Kevin Kropf, Director of Admission, Albion College
    • 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
    • “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!?”
    • The Experience Economy 101 on Experiences ssi gre ro cP mi Text no Service co fE yo r eo Th Industrial Agrarian
    • Experiences = Memories
    • 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”
    • Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004 Arts and Science Group
    • 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” Arts and Science Group
    • 10 Ten Steps that make the difference between a tour and an experience
    • 1. Integrate the four E’s Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Immersion Strategic Horizons, LLP
    • 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 Text - Eliminate negative cues - Accent positive cues - Look for missed cues Elon University
    • 2. Craft a mini campus experience - Mix in the memorabilia - “ticket stub” California Lutheran University
    • 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
    • 4. Spend no money - Engage the “sense of the butt” Albright College Millsaps College The Saint Hampshire Joseph’s College University
    • 4. Spend no money - Engage the “sense of the butt” Albion College
    • 5. Tell stories not statistics - Stories render authenticity Hendrix College Albright College Lenoir-Rhyne University
    • 5. Tell stories not statistics - Stories render authenticity Albion College
    • 6. Reveal your school’s nomenclature 7. Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University
    • 8. Do you have a signature moment? Albright College Cerritos Library Milsaps College Westmont College Hampshire College
    • 8. Do you have a signature moment? Albion College Albion College
    • 9. Mystery shop your tour (and your competitors)
    • 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. Have Fun!
    • The Lows
    • 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
    • There’s better parking in Hell - No visitor parking - Not enough visitor parking - No wayfinding signage - Country Mile from Admissions
    • 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
    • Am I in a Doctor’s office?
    • Negative Cues
    • Negative Cues
    • Negative Cues
    • Model Rooms That Aren’t
    • Tours That Are Too Large
    • Tours That Are Too Large
    • Tours That Are Too Large
    • Tours That Are Too Large
    • Tours That Are Too Large
    • Disengaged Tourbots http://www.youtube.com/watch?v=avYUL1A-WUM
    • The Highs
    • 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
    • It’s like parking in Heaven - Easy to find visitor parking - Tons of visitor parking - Wayfinding signage Southern New Hampshire - Close to Admissions Occidental Occidental
    • I’m not at the Doctor’s office! - Authentic look and feel - Bright, comfortable Admissions Offices or Visitor’s Centers - Indirect and pendant lighting - Furniture clustered in groups - Music, computers, refreshments - Stuff you want to read or look at
    • Not a Doctor’s office! Albright College
    • Not a Doctor’s office! West Virginia University
    • Not a Doctor’s office! Troy University
    • Not a Doctor’s office! Hobart and William Smith
    • Not a Doctor’s office! Birmingham-Southern College
    • Not a Doctor’s office! Birmingham-Southern College
    • Not a Doctor’s office! Hobart and William Smith Hobart and William Smith Hobart and William Smith See more at: and William Smith Hobart http://picasaweb.google.com/ExperienceEvangelistCollegeAdmissionAndVisitorCenterImages
    • Aesthetic/Esthetic Hobart and William Smith Transylvania University
    • Aesthetic/Esthetic Hobart and William Smith Assumption College
    • Stories & Storytelling Hobart and William Smith St. Edwards Hobart and William Smith
    • Stories & Storytelling Hobart and William Smith
    • Stories & Storytelling
    • Stories & Storytelling Hobart and William Smith Hobart and William Smith Hobart and William Smith
    • Engaging Tour Guides, Memories and Memorabilia Albright Albright College American University
    • Engaging Tour Guides, Memories and Memorabilia UArts Occidental College University of Louisville
    • Engaging Tour Guides, Memories and Memorabilia Lenoir-Rhyne University Northern Kentucky University
    • Engaging Tour Guides, Memories and Memorabilia Centre College
    • 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
    • Recommended reading TargetX Knowledge Center targetx.com “click knowledge center” The Experience Economy & Authenticity Joe Pine and Jim Gilmore Brand Sense Martin Lindstrom The Experience Evangelist Blog
    • Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
    • 50 Campus Visits In One Year: The Highs and Lows Jeff Kallay, Experience Evangelist, TargetX Kevin Kropf, Director of Admission, Albion College