From the 2009 Conference in the Wisconsin Dells

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

13. Marketing Immunity
3,000-5,000 Daily Messages
Neurological Blockades

14. The Persuaders

15. 64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006

16. 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

17. Availability
Cost
Quality
Authenticity

18. Quality.
No Longer Differentiates
Difficult to Define in Higher Education

19. Everyone Looks the Same
Universities not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision

20. 1980’s Marketing
1990’s Branding
2000’s Authenticity

22. I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
AUTHENTICITY

23. Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self-image.

24. “I visited and it
felt right!”

25. Authenticity
The new consumer demand
“America has toxic levels
of inauthenticity.
Time Magazine Report

26. Inauthenticity
That is the fundamental problem
with advertising: it’s a phoniness
generating machine.

27. Inauthenticity
The easiest way to be perceived
as phony is to advertise things
you are not.

28. Inauthenticity
Most higher education marketing
renders inauthenticity!

29. Honest College Ad - from collegehumor.com

30. 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.”

31. Know who you are
Don’t try to be all things to all people
The Ohio State University

32. Say who you are
Draw a line in the sand
Baylor University

33. 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

34. Reroute beyond amenities
Don’t just show the showcase

35. If you’re afraid to say (or show) it,
say (or show) it

36. 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

37. Champion stories (not statistics)
St. Edward’s University

38. Building Brand Recognition
Hasn’t Been Harder

39. Don’t think Branding
Think Storytelling

40. Remember:
“Stories render
authenticity”

41. Storytelling is in our blood

42. “I am a man, and men are
animals who tell stories.”
Clive Barker

43. Stories are how most
of us learn

45. Visual
(logo)
10%
Details
(body copy)
To the point 20%
(headline or
chart) Story
20% (photo and
caption)
50%

46. Three type of stories

47. 1. Discovery and
coming of age

49. 2. Conflict and
resolution

50. “message from ben and matt”

51. 3. Illustration

52. Quote

53. POP
Stories are Your
Point of Proof

54. Find your stories by asking
questions (and by listening)

55. Ask questions that answer
the wants not the needs of
your various audiences

56. Needs are practical and
objective, wants are
irrational and subjective

57. Needs are practical and objective,
wants are irrational and subjective

58. 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?

59. Tell the truth and
keep it real

60. Transparency
Differentiation
Connections
Stories
Profiles

65. Remember:
“Great experiences
are anchored in
storytelling”

66. Buy the book and listen on the web

67. Story Telling Scale
Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others

68. Today the most most
important conversation is
not the marketing
monologue but the
dialogue between your
audience

69. Talk with, not at

70. You have to give people the
tools to create their own
stories, memories, and
experiences

71. Visit StoryCorps

72. The Participation Age
Listen and Observe
Be Transparent
Give up Some Control
Participate Yourself

73. Take-away:
1. We’re craving authenticity
2. Stories render authencity
3. Great experiences are
anchored in stories

74. Jeff’s Bookshelf

75. Download Session PDF
www.targetx.com>click “iThink Blog”>Presentation Slides

76. Stories Render
Authenticity
(Keeping it Real to Recruit Students)
WACRAO - Wisconsin Dells - November 2009
Jeff Kallay Experience Evangelist