50 Campus Visits
   In One Year:
The Highs and Lows
     Jeff Kallay, Experience Evangelist, TargetX
 Kevin Kropf, Directo...
Let’s Manage Expectations
- Much to cover in short time - I strive to overwhelm
- “Big Picture” thinking - it’s about chan...
“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 ...
The Experience Economy 101


                       on
                                  Experiences
                    s...
Experiences = Memories
Experience marketing
         is about:
1. Repelling commodization
2. Charging a premium price
3. Persuading consumers to ...
Remember,
 “The experience is the marketing.”




Arts & Science Group Student Poll 2004
                                 ...
The experience is higher
       education marketing
- 84% use the web most heavily in
  researching colleges
- 71% say the...
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

                                        ...
2. Craft a mini campus experience
- Customize the Experience
 We all want what we want - accommodate the various
 levels o...
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)




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

                                       Albright College
Millsaps Colle...
4. Spend no money
- Engage the “sense of the butt”




                             Albion College
5. Tell stories not statistics
- Stories render authenticity



         Hendrix College




         Albright College   L...
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




      Mi...
8. Do you have a signature moment?
                    Albright College




Cerritos Library




Milsaps 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 d...
The Lows
Expectations Not Managed
- Difficult to find “Visit” information on
  websites “How many clicks?”
- No email, phone, or ma...
There’s better parking in Hell
- No visitor parking
- Not enough visitor parking
- No wayfinding signage
- Country Mile fr...
Am I in a Doctor’s office?
- Or a funeral parlor?
- Dark, depressing Admissions Offices or
  Visitor’s Centers
- Harsh flu...
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
-...
It’s like parking in Heaven
- Easy to find visitor parking
- Tons of visitor parking
- Wayfinding signage              Sou...
I’m not at the Doctor’s office!
- Authentic look and feel
- Bright, comfortable Admissions Offices
  or Visitor’s Centers
...
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 Will...
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...
Stories & Storytelling




             Hobart and William Smith
Stories & Storytelling
Stories & Storytelling
                           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


                       ...
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
   ...
Recommended reading
      TargetX Knowledge Center
     targetx.com “click knowledge center”

The Experience Economy & Aut...
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, Directo...
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MACAC 50 Campus Visits

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MACAC 50 Campus Visits

  1. 1. 50 Campus Visits In One Year: The Highs and Lows Jeff Kallay, Experience Evangelist, TargetX Kevin Kropf, Director of Admission, Albion College
  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
  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!?”
  4. 4. The Experience Economy 101 on Experiences ssi gre ro cP mi Text no Service co fE yo r eo Th Industrial Agrarian
  5. 5. Experiences = Memories
  6. 6. 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”
  7. 7. Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004 Arts and Science Group
  8. 8. 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
  9. 9. 10 Ten Steps that make the difference between a tour and an experience
  10. 10. 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
  11. 11. 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
  12. 12. 2. Craft a mini campus experience - Mix in the memorabilia - “ticket stub” California Lutheran University
  13. 13. 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
  14. 14. 4. Spend no money - Engage the “sense of the butt” Albright College Millsaps College The Saint Hampshire Joseph’s College University
  15. 15. 4. Spend no money - Engage the “sense of the butt” Albion College
  16. 16. 5. Tell stories not statistics - Stories render authenticity Hendrix College Albright College Lenoir-Rhyne University
  17. 17. 5. Tell stories not statistics - Stories render authenticity Albion College
  18. 18. 6. Reveal your school’s nomenclature 7. Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University
  19. 19. 8. Do you have a signature moment? Albright College Cerritos Library Milsaps College Westmont College Hampshire College
  20. 20. 8. Do you have a signature moment? Albion College Albion College
  21. 21. 9. Mystery shop your tour (and your competitors)
  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. Have Fun!
  23. 23. The Lows
  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
  25. 25. There’s better parking in Hell - No visitor parking - Not enough visitor parking - No wayfinding signage - Country Mile from Admissions
  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
  27. 27. Am I in a Doctor’s office?
  28. 28. Negative Cues
  29. 29. Negative Cues
  30. 30. Negative Cues
  31. 31. Model Rooms That Aren’t
  32. 32. Tours That Are Too Large
  33. 33. Tours That Are Too Large
  34. 34. Tours That Are Too Large
  35. 35. Tours That Are Too Large
  36. 36. Tours That Are Too Large
  37. 37. Disengaged Tourbots http://www.youtube.com/watch?v=avYUL1A-WUM
  38. 38. The Highs
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. Not a Doctor’s office! Albright College
  43. 43. Not a Doctor’s office! West Virginia University
  44. 44. Not a Doctor’s office! Troy University
  45. 45. Not a Doctor’s office! Hobart and William Smith
  46. 46. Not a Doctor’s office! Birmingham-Southern College
  47. 47. Not a Doctor’s office! Birmingham-Southern College
  48. 48. 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
  49. 49. Aesthetic/Esthetic Hobart and William Smith Transylvania University
  50. 50. Aesthetic/Esthetic Hobart and William Smith Assumption College
  51. 51. Stories & Storytelling Hobart and William Smith St. Edwards Hobart and William Smith
  52. 52. Stories & Storytelling Hobart and William Smith
  53. 53. Stories & Storytelling
  54. 54. Stories & Storytelling Hobart and William Smith Hobart and William Smith Hobart and William Smith
  55. 55. Engaging Tour Guides, Memories and Memorabilia Albright Albright College American University
  56. 56. Engaging Tour Guides, Memories and Memorabilia UArts Occidental College University of Louisville
  57. 57. Engaging Tour Guides, Memories and Memorabilia Lenoir-Rhyne University Northern Kentucky University
  58. 58. Engaging Tour Guides, Memories and Memorabilia Centre College
  59. 59. 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
  60. 60. 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
  61. 61. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
  62. 62. 50 Campus Visits In One Year: The Highs and Lows Jeff Kallay, Experience Evangelist, TargetX Kevin Kropf, Director of Admission, Albion College
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