Authenticity NASCUMC 07-10
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The document discusses the importance of authenticity for higher education institutions. It notes that the current generation of students highly values authentic experiences and distrusts inauthentic advertising. The document provides 10 steps that institutions can take to be more authentic, such as focusing on their unique identity, championing student stories over statistics, and ensuring campus visits focus on the student experience rather than information. Authenticity, it argues, should be the new approach to higher education marketing and recruitment.
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Authenticity NASCUMC 07-10
- 1. The Wesley Brothers Embraced Authenticity - Your Institution Should Too Text NASCUMC Trent Gilbert, Chief eXperience Officer Jeff Kallay, VP Consulting, “Apostle of Authenticity”
- 3. 1. 2nd cohort Millennials 2. Shift from Boomer to Xer parent 3. “Great Recession”
- 4. There is no Magic Bullet
- 5. Authenticity
- 7. Authenticity “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
- 8. Authenticity “Keeping it Real”
- 9. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2009
- 10. 90% Trust Word-of-Mouth vs. Traditional Advertising Consumers 18-65 years old, Ad Age 2009
- 11. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
- 12. “I visited and it felt right!”
- 13. Availability Cost Quality Authenticity
- 14. History of Higher Education Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
- 15. Visit the Tagline Repository
- 16. “Average students thrive here.”
- 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
- 21. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
- 22. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
- 23. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
- 24. 10 Ten Steps towards rendering authenticity
- 25. 1. Cut through the Clutter 3000-5000 marketing messages a day Watch The Persuaders
- 26. 2. Know who you are Don’t try to be all things to all people The Ohio State University
- 27. 3. Say who you are/declare something Draw a line in the sand Baylor University
- 28. 3. Say who you are/declare something Draw a line in the sand 2011 Jeep Grand Cherokee
- 29. 4. 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 (and tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
- 30. “Most colleges gave too much of a glossy image of themselves. The end result is that they all come to look inherently the same.”
- 31. “When schools over advertise, there must be something wrong.”
- 32. “Be real, honest and straightforward.”
- 33. “Bulk and mass-mailing are offensive. Personalize - it’s about me, not you.”
- 34. “You look desperate for a date - chill out!” “You’re hurting by flirting so much.”
- 35. “If I’m not a candidate, leave me alone.”
- 36. 5. Reroute beyond the Presidential Parade of Favorites
- 37. 6. If you’re afraid to say it, say it Domino's Turnaround
- 38. 6. If you’re afraid to show it, show it Show those things specific to your students’ experiences: -what are those small areas of campus that matter? -what’s your students’ favorite places/spaces on campus?
- 39. 7. 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
- 40. 8. Champion stories (not statistics) “I am a man and men are animals who tell stories.”
- 41. 8. Champion stories (not statistics) St. Edward’s University
- 42. 9. If we help create it, it’s more authentic to us
- 43. 9. If we help create it, it’s more authentic to us Hendrix College University of Louisville
- 44. 10. Connect with best fit students Hendrix College
- 45. Authenticity starts with the campus visit (FYI - more visitors doesn’t increase yield)
- 46. “I visited and it felt right!”
- 47. It’s all about the experience
- 48. Authentic experiences SFO Article: The college visit - does it do any good? Read Jeff's blog post
- 49. “It felt right” LA Times Article: On vacation -- at a college campus Read Trent’s blog post
- 50. “It felt right” But most college tour scripts are numbingly similar, and information is not really the point. Students and their families are looking for the ineffable moment when, through some alchemy of atmosphere, setting or vibe, they suddenly know this is the place for them. LA Times Article: On vacation -- at a college campus Read Trent’s blog post
- 51. Campus Visit in Record #’s In Step with tradition: Campus Tours thriving
- 52. It’s all about the experience Read the New York Times Article
- 53. Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004
- 54. The experience is higher education marketing - 84% use the web most heavily in researching colleges - 71% say the campus visit is the most trusted source of information Eduventures 2007 Survey of 7,867 High school junior and seniors. Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
- 56. 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.”
- 57. Access Session PDF 1. www.targetx.com /slideshare 2. www.targetx.com/ithink (our iThink blog) 3. kallay@targetx.com gilbert@targetx.com
- 58. The Wesley Brothers Embraced Authenticity - Your Institution Should Too Text NASCUMC Trent Gilbert, Chief eXperience Officer Jeff Kallay, VP Consulting, “Apostle of Authenticity”