There is a growing disconnect
 between how colleges recruit
  students and how students
search for the right-fit college.
...
Decline in HS Graduates
  Current Economic Climate
Change in Parental Generation
New Competitors
      For Profits
 Community Colleges
  Local State Schools
>40%
Discount Rates
<25%
Yield Rates
We ourselves must be the
change we want to see in
       the world.
       Mahatma Gandhi
The
Tipping
Point
Change
   Agents
    False
    Hope
Business
As Usual
Formula 4 Change
   Campus Culture
 Embracing Authenticity
  Decisive Leadership
2.
Do What You Do Best.
 Outsource the Rest.
6.
Watch Your Language
9.
Embrace Urgency
10.
Take Away the Chairs
Regularly hire consultants
 Difficulty scheduling meetings
Committee to create committees
 Frequently missing deadlines
  ...
“It’s Ours to Lose”
Stop flirting with me.
     Stop trying so hard.
Stop killing trees. Answer me.
   Communicate with me.
    TargetX/SACAC ...
Websites
  All about the “how”
(what about the “why”?)
Letters
   Generic. Junk. Waste.
(why do you look the same?)
Emails
Spam. Strange. Similar.
 (talk/respond to me!)
Social
We’re talking about you
    (do you care?)
Visits
Boring. Generic. Impersonal.
  (can I see myself here?)
Parents
Dramatic Rise in Influence
  (do you have a plan?)
Be who you are and say
 what you feel because
 those who mind don’t
 matter and those who
  matter don’t mind.
        Dr....
Brands R
 Mirrors

Know UR
  DNA
Taglines
  Inauthentic at Best.
Generic & Weird at Worst.
Stories not Stats.
People not Programs.
Authenticity
   People and the
 Stories they Share.
If your institution were a
car, restaurant or retail
establishment, what would
       it be and why?
    Ask your students.
Shared
Experiences
It’s about control.
Managers manage within
paradigms. Leaders lead
  between paradigms.
      Joel Barker, futurist
We’re in a paradigm shift.
  (perfect storms force that)
Who is a
“decision maker”
  in the room?
Decline in Shared
  Governance
Rise of Corporate
   Leadership
Committees cannot be
  held accountable.
Only people can be.
__%   at your desk
__%   in meetings
__%   with your team
__%   with your customers
__%   in the bathroom
Never doubt that a small group
   of thoughtful, committed
citizens can change the world.
   Indeed it is the only thing
 ...
Talent. Tools.
  Training.
Share Information
Manage Development
Raise Professionalism
Sales
Business
C   ustomers
Generate revenues.
 Provide a service.
  Have expenses.
  Profit (or not).
Smart Phones/Laptops
    Internet Access
 Student Data (CRM)
Out of
Office
Sales & Financial Aid
  Customer Service
     Technology
Don’t chase the tools.
  Chase the goals.
   Howard Kang, BlueFuego
Who is in charge of
 your social web
    strategy?
targetx.com/videos
If your website sucks ...

     webpagesthatsuck.com
 edustyle.net/service_review.php
Me?
Let go.
Participate.
 Integrate.
  Sustain.
Facebook?
 Twitter?
  SMS?
The experience
is the marketing.
  Joe Pine & Jim Gilmore
#1
2005 Arts & Science
71%
2007 Eduventures
Top 5
2009 Noel-Levitz
>90%
I visited campus and
   it just felt right.
College is an
intimate choice.
The Most Common Mistake
There is no college
degree in Admissions.
Prioritization.
Creative/Cute
vs. Authentic
Call the Office/Register
 Park where they Park
  Pee where they Pee
   Take a real Tour
Never let a good crisis
    go to waste.
      Rahm Emanuel
Kathy Kurz
tomorrow morning
Price-vs-Prestige
 Selling the Value
Selling to Mom/Dad
Selling Going Away
Cross-Training Staff
$180,000
Institution    Actual   Perceived    Value
                Cost      Value   Proposition
Your College
1
2
3
4
5
targetx.com/shelfari
If you’re not confused,
you’re not paying attention.
           Tom Peters
Don’t look to your
competition for answers.
Look for immediate
 action steps. Now!
Take risks.
Embrace failure.
Let go of control.
Something has changed
 within me. Something is
not the same. I’m through
with playing by the rules of
   someone else’s ga...
Surround yourself with
talented, passionate people.
     Close your eyes ...
         and leap.
Thank you for your time.
        Peace.
Brian Wm. Niles
niles@targetx.com
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
Overthrowing Dead Culture, Brian Niles
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Overthrowing Dead Culture, Brian Niles

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Keynote given by CEO Brian Niles at the 2010 Stamats Integrated Marketing Conference in Chicago, July 2010.

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Overthrowing Dead Culture, Brian Niles

  1. 1. There is a growing disconnect between how colleges recruit students and how students search for the right-fit college. TargetX Vision Statement, 1998
  2. 2. Decline in HS Graduates Current Economic Climate Change in Parental Generation
  3. 3. New Competitors For Profits Community Colleges Local State Schools
  4. 4. >40% Discount Rates
  5. 5. <25% Yield Rates
  6. 6. We ourselves must be the change we want to see in the world. Mahatma Gandhi
  7. 7. The Tipping Point
  8. 8. Change Agents False Hope Business As Usual
  9. 9. Formula 4 Change Campus Culture Embracing Authenticity Decisive Leadership
  10. 10. 2. Do What You Do Best. Outsource the Rest.
  11. 11. 6. Watch Your Language
  12. 12. 9. Embrace Urgency
  13. 13. 10. Take Away the Chairs
  14. 14. Regularly hire consultants Difficulty scheduling meetings Committee to create committees Frequently missing deadlines Discussion inward focused Failures of past stall new ideas
  15. 15. “It’s Ours to Lose”
  16. 16. Stop flirting with me. Stop trying so hard. Stop killing trees. Answer me. Communicate with me. TargetX/SACAC Perception Survey, 2009
  17. 17. Websites All about the “how” (what about the “why”?)
  18. 18. Letters Generic. Junk. Waste. (why do you look the same?)
  19. 19. Emails Spam. Strange. Similar. (talk/respond to me!)
  20. 20. Social We’re talking about you (do you care?)
  21. 21. Visits Boring. Generic. Impersonal. (can I see myself here?)
  22. 22. Parents Dramatic Rise in Influence (do you have a plan?)
  23. 23. Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind. Dr. Seuss
  24. 24. Brands R Mirrors Know UR DNA
  25. 25. Taglines Inauthentic at Best. Generic & Weird at Worst.
  26. 26. Stories not Stats. People not Programs.
  27. 27. Authenticity People and the Stories they Share.
  28. 28. If your institution were a car, restaurant or retail establishment, what would it be and why? Ask your students.
  29. 29. Shared Experiences
  30. 30. It’s about control.
  31. 31. Managers manage within paradigms. Leaders lead between paradigms. Joel Barker, futurist
  32. 32. We’re in a paradigm shift. (perfect storms force that)
  33. 33. Who is a “decision maker” in the room?
  34. 34. Decline in Shared Governance Rise of Corporate Leadership
  35. 35. Committees cannot be held accountable. Only people can be.
  36. 36. __% at your desk __% in meetings __% with your team __% with your customers __% in the bathroom
  37. 37. Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed it is the only thing that ever has. Margaret Mead
  38. 38. Talent. Tools. Training.
  39. 39. Share Information Manage Development Raise Professionalism
  40. 40. Sales
  41. 41. Business
  42. 42. C ustomers
  43. 43. Generate revenues. Provide a service. Have expenses. Profit (or not).
  44. 44. Smart Phones/Laptops Internet Access Student Data (CRM)
  45. 45. Out of Office
  46. 46. Sales & Financial Aid Customer Service Technology
  47. 47. Don’t chase the tools. Chase the goals. Howard Kang, BlueFuego
  48. 48. Who is in charge of your social web strategy?
  49. 49. targetx.com/videos
  50. 50. If your website sucks ... webpagesthatsuck.com edustyle.net/service_review.php
  51. 51. Me?
  52. 52. Let go. Participate. Integrate. Sustain.
  53. 53. Facebook? Twitter? SMS?
  54. 54. The experience is the marketing. Joe Pine & Jim Gilmore
  55. 55. #1 2005 Arts & Science
  56. 56. 71% 2007 Eduventures
  57. 57. Top 5 2009 Noel-Levitz
  58. 58. >90% I visited campus and it just felt right.
  59. 59. College is an intimate choice.
  60. 60. The Most Common Mistake
  61. 61. There is no college degree in Admissions.
  62. 62. Prioritization.
  63. 63. Creative/Cute vs. Authentic
  64. 64. Call the Office/Register Park where they Park Pee where they Pee Take a real Tour
  65. 65. Never let a good crisis go to waste. Rahm Emanuel
  66. 66. Kathy Kurz tomorrow morning
  67. 67. Price-vs-Prestige Selling the Value Selling to Mom/Dad Selling Going Away Cross-Training Staff
  68. 68. $180,000
  69. 69. Institution Actual Perceived Value Cost Value Proposition Your College 1 2 3 4 5
  70. 70. targetx.com/shelfari
  71. 71. If you’re not confused, you’re not paying attention. Tom Peters
  72. 72. Don’t look to your competition for answers.
  73. 73. Look for immediate action steps. Now!
  74. 74. Take risks. Embrace failure. Let go of control.
  75. 75. Something has changed within me. Something is not the same. I’m through with playing by the rules of someone else’s game. Defying Gravity, from the musical Wicked
  76. 76. Surround yourself with talented, passionate people. Close your eyes ... and leap.
  77. 77. Thank you for your time. Peace.
  78. 78. Brian Wm. Niles niles@targetx.com
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