“Stop saying what your offerings
are through advertising and start
creating places--permanent or
temporary, physical or virtual,
fee-based or free--where people
can experience what those
offerings, as well as your
enterprise, actually are.”
Know who you are
Don’t try to be all things to all people
The Ohio State University
Say who you are
Draw a line in the sand
Keep it real
SACAC 2008 Survey of 200+ high school seniors
“I believe that imperfections show character. That's what I was looking for
in a college. A school that seemingly has no flaws during a one hour
information session (or tour) not only stands out negatively, but it comes
off as bland and ordinary.”
Read the complete survey results Password: sacac
Reroute beyond amenities
Don’t just show the showcase
If you’re afraid to say (or show) it,
say (or show) it
Hop on the Cluetrain (talk with, not at)
"Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human.
They are conducted in a human voice.
University of Texas American University
Champion stories (not statistics)
St. Edward’s University
Find your stories by asking
questions (and by listening)
Ask questions that answer
the wants not the needs of
your various audiences
Needs are practical and
objective, wants are
irrational and subjective
Needs are practical and objective,
wants are irrational and subjective
Ask your students:
Why did you choose this school?
What did you want from college?
What is your favorite place on campus?
What is your favorite memory?
Who best represents your school?
Who shouldn’t enroll here?