This presentation highlights the importance of excellent personalized experiences in higher education and how I know those experiences can be activated with our model at East Tennessee State University and by partnering with Adobe.

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EXPERIENCE is the EDU
disruptor
Stephen W. Marshall Ph.D.

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EXPERIENCES
MATTER MORE THAN EVER

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EXPERIENCES
ARE PERSONAL

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Welcome to the Experience Era

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What Makes a Great Experience?

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Adobe Experience Cloud Customers
RETAIL MEDIA & ENTERTAINMENTTRAVEL HIGH TECH
B2B & MANUFACTURING FINANCIAL SERVICES + HEALTHCAREGOVERNMENT

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Creative Cloud Experience CloudDocument Cloud
Complete Campus Experience Solution

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Why experiences matter… TRENDS & INSIGHTS
10
Source: 2u.com/2016-annual-report
$1.9 trillion globally
compared to $1.7 trillion for
healthcare and IT at $3.4
trillion
$80 billion graduate
education market
U.S. Higher Education is a $550 billion
business

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Why experiences matter… TRENDS & INSIGHTS
Marketing accounts for what percentage of your overall budget?
Consumer Packaged Goods
Consumer Services
Tech Software/Biotech
Communications/Media
Mining/Construction
Service Consulting
Education
Healthcare/Pharmaceuticals
Retail Wholesale
Banking/Finance/Insurance
Transportation
Manufacturing
Energy
24%
15%
15%
13%
13%
12%
11%
10%
10%
8%
8%
8%
4%
Source: The CMO Survey and Deloitte Digita
FIGURE 1: MARKETING BUDGETS BY INDUSTRY
As nonprofit marketing
budgets start to look
like those of the for-
profits, the annual
recruiting spend of
American colleges will
move inexorably from
its current $10 billion to
$100 billion a year
The Spending War on
Student Recruitment – April
2016

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Why experiences matter… TRENDS & INSIGHTS
1. Blurred lines: nonprofit and for-
profit providers will work together
toward new business model
2. U.S. higher education as a top
international export
3. Re-imagining physical campus
space
4. More unbundling and micro-
credentials
5. Continued focus on accelerating
mobile apps
12
Source: Education DIVE 2018

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Why experiences matter… TRENDS & INSIGHTS
13
Alumni
Relations,
Career &
Credential
Management
College
Recruitment,
Admissions &
Enrollment
Financial Aid,
Budget & Part-
Time Work
Degree
Planning,
Coaching &
Advising
Student &
Residence Life
&
Extracurricular
Engagement
Post-
graduation
Planning &
Placement
Formal &
Informal
Learning &
Learning
Spaces
Personalized
Student
Experience
Gartner 2017: Future of the Student Experience is Personal
By 2021 more than 50% of higher
education institutions will be
redesigning their student experience
with the goal of making it more
integrated and personalized
 Declining overall enrollments but online,
non-traditional and diversity enrollments will
grow
 Funding tied to student success and
satisfaction
 Students rising expectations for
personalization driven by forces outside
education
 Holistic approach to education experiences
become the norm

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Changing the world through
DIGITAL EXPERIENCES
KEYS TO HIGHER ED
DIGITAL TRANSFORMATION
Adobe Experience
Cloud

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UNIVERSITY
Your lifetime brand is your
Journey map to own your 360° view

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Perspective
Student
LOOKING
ONLINE
APPLICATION STUDENT SIGNS
UP FOR CLASSES,
ETC.
STUDENT
LIVES INSIDE
PORTALSEARCH
WORD OF MOUTH
EMAIL
ONLINE ADS
REQUEST FOR
INFO
RESEARCH
APPLICATION
EMAIL ACQUIRED
PORTAL
DIGITAL
COMMUNITIES
NOTIFICATIONS
EMAILS/EVENTS
JOB/MENTOR
COMMUNITIES
DONOR PORTAL
GRADUATIO
N
Awareness / Consideration
Conversion
Acceptance
Student Experience
Alumni Nurturing
Awareness to Engagement: Every student journey is an
experience.

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GOALS
where you start
where you finish
MEASURE

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is your starting line
CONTEXT

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INSIGHT:
No vendor has AI as powerful and integrated as Sensei
Adobe Sensei

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MOBILE
micro-moments

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Persona-driven
PERSONALIZATION

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A+ Ashlee | Gen Z
Recruited via peer-lead
digital communities and
multi-channel
messaging
Comeback Cindy | Millennial
Recruited with flexible digital
learning options and
personalized engagement
Online Oliver | Gen X
Success via engaging online
education and digital
communities
Transfer Thomas | Gen Z
Retained via mobile-friendly
services and personalized
experiences
International Isiah | Millennial
Recruited via relevant information
and personalized community
engagement
High/Low Hank | Gen Z
Retained via personalized
digital portal and campus
connections
Alumni Allie | Gen X
Gives because of authentic
communication and digital
storytelling
Adobe Experience Cloud

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EXPERIENCES
@

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MAY 2016

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Forrester Research (2016) Invest In The Next-Generation Technology Skills Required For Digital Business
Colleges and universities East Tennessee State
University (ETSU)
Northeastern
University
University of Illinois at
Urbana-Champaign
Graduate programs are offered in
fields like data science. Educators
can partner with businesses to
apply teachings to a vertical or
with vendors to provide deep
knowledge of a digital product
set.

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Baked in multiple courses
(Creative & Experience Clouds)
Industry Talent
Pipeline
Project-based
collaboration
LEARNING ACTIVATION
Combine classroom and real experiences

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Media + Communication
Bluegrass & Old Time Country
Medical Professions
Creative Arts Scholarships
LEARNING ACTIVATION
Campus organizations are “labs” providing real project
experiences

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FUNDING MODEL
Student recruitment

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INDUSTRY COLLABORATIONS
60+Professional
Advisory Members
INDUSTRY
COLLABORATIONS

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portfolios
recruiting
revenue-producing industry partnerships
interdisciplinary collaborations
research collaboration
brand storytelling platform
digital pubs & apps
public-facing work
enhanced marketing & asset resources
curriculum enhancement
DIGITAL EXPERIENCE INITIATIVE
ROI
grant writing platform
critical thinking
certifications
continuing ed
more
portfolios
rec ruiting
revenue-produc ing industry partnerships
interdisc iplinary collaborations
research c ollaboration
brand storytelling platform
digital pubs & apps
public-facing work
enhanced marketing & asset resources
curriculum enhancement
DIGITALEXPERIENCEINITIATIVE
ROI
MARKETING
ADMINISTRATION
ACADEMIC
grant writing platform
critical thinking
certifications
continuing ed
more