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WACRAO Stories 2009

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From the 2009 Conference in the Wisconsin Dells

From the 2009 Conference in the Wisconsin Dells

Published in: Business, Education

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  • 1. Stories Render Authenticity (Keeping it Real to Recruit Students) WACRAO - Wisconsin Dells - November 2009 Jeff Kallay Experience Evangelist
  • 2. Take-away: 1. We’re craving authenticity 2. Stories render authencity 3. Great experiences are anchored in stories
  • 3. Take-away: TargetX Swag Bag Drop your business card in the bag to qualify for free stuff
  • 4. Your Favorite Wisconsin Dells Memory or Story?
  • 5. Generational Shift
  • 6. GI Generation (1901-1924) Silent Generation (1925-42) Baby-Boomers (1943-60) Generation X (1961-81) Millennials (1982-2001) Homeland? (2001-?)
  • 7. Millennials Kaitlin Caitlin Kate Lynn
  • 8. Authenticity and Stories Connect with Millennials -raised on technology and the web -“want what they want when they want it”
  • 9. Remember: “We’re craving authenticity”
  • 10. Brand Analogy Car Restaurant Retailer
  • 11. Bring Back the Love
  • 12. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  • 13. The Persuaders
  • 14. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  • 15. Authenticity The new consumer demand “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  • 16. Availability Cost Quality Authenticity
  • 17. Quality. No Longer Differentiates Difficult to Define in Higher Education
  • 18. Everyone Looks the Same Universities not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  • 19. 1980’s Marketing 1990’s Branding 2000’s Authenticity
  • 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  • 21. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  • 22. “I visited and it felt right!”
  • 23. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  • 24. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  • 25. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  • 26. Inauthenticity Most higher education marketing renders inauthenticity!
  • 27. Honest College Ad - from collegehumor.com
  • 28. Rendering Authenticity “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.”
  • 29. Know who you are Don’t try to be all things to all people The Ohio State University
  • 30. Say who you are Draw a line in the sand Baylor University
  • 31. 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
  • 32. Reroute beyond amenities Don’t just show the showcase
  • 33. If you’re afraid to say (or show) it, say (or show) it
  • 34. 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
  • 35. Champion stories (not statistics) St. Edward’s University
  • 36. Building Brand Recognition Hasn’t Been Harder
  • 37. Don’t think Branding Think Storytelling
  • 38. Remember: “Stories render authenticity”
  • 39. Storytelling is in our blood
  • 40. “I am a man, and men are animals who tell stories.” Clive Barker
  • 41. Stories are how most of us learn
  • 42. Visual (logo) 10% Details (body copy) To the point 20% (headline or chart) Story 20% (photo and caption) 50%
  • 43. Three type of stories
  • 44. 1. Discovery and coming of age
  • 45. 2. Conflict and resolution
  • 46. “message from ben and matt”
  • 47. 3. Illustration
  • 48. Quote
  • 49. POP Stories are Your Point of Proof
  • 50. Find your stories by asking questions (and by listening)
  • 51. Ask questions that answer the wants not the needs of your various audiences
  • 52. Needs are practical and objective, wants are irrational and subjective
  • 53. Needs are practical and objective, wants are irrational and subjective
  • 54. 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?
  • 55. Tell the truth and keep it real
  • 56. Transparency Differentiation Connections Stories Profiles
  • 57. Remember: “Great experiences are anchored in storytelling”
  • 58. Buy the book and listen on the web
  • 59. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  • 60. Today the most most important conversation is not the marketing monologue but the dialogue between your audience
  • 61. Talk with, not at
  • 62. You have to give people the tools to create their own stories, memories, and experiences
  • 63. Visit StoryCorps
  • 64. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself
  • 65. Take-away: 1. We’re craving authenticity 2. Stories render authencity 3. Great experiences are anchored in stories
  • 66. Jeff’s Bookshelf
  • 67. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
  • 68. Stories Render Authenticity (Keeping it Real to Recruit Students) WACRAO - Wisconsin Dells - November 2009 Jeff Kallay Experience Evangelist