Used during an orientation I gave to the guidance counselors of Silliman University, in preparation of the recruitment campaign and as supplemental material for Silliman's student retention program.

1. Learning the Art of Shutting Up UNDERSTANDING YOUR CLIENT Mark Raygan E. Garcia Director, Office of Information & Publications Silliman University

2. Perception is Reality Perception It is one’s interpretation of what he sees, smells, tastes, feels, and hears based on a number of influences, among which, experiences. Reality It is the state of things as they actually exist.

3. Image & Identity Image Represents your reputation to people: Rumors / Talks Experience Identity Represents what you stand by: Values & Principles Systems

4. Crisis Projection ‘Knee-jerk’ (Unmindful) ‘Tap on the Shoulder’ (Under-projection) ‘Blow My Horn’ (Over-projection) Messages ‘Below the belt’ (Defensive scrutiny) ‘Mud’ (Lack of clarity) ‘Hodgepodge’ (Confused) Assessment ‘Oh, really’ (Close-minded) ‘Yes, boss’ (Self-discriminating)

5. Market Potential For catering / servicing Graduating high school students Transferees Employees (incoming) Actual For continued catering / servicing First year – fourth year students Employees (continuing) _________________________________ PROBLEM: In terms of marketing, we stop at our potential market.

6. Internal Marketing The principal role of internal marketing is to ensure everyone within the organization not only understands why the organization exists but also its key outputs and metrics, and most importantly, how every person and department contributes to the delivery of the proposition. Source: The Chartered Institute of Marketing

7. Internal Marketing (AGAIN?!) Knowing who you are working WITH & FOR Who they are? What they needed yesterday? What they need now? What they need tomorrow? ____________________________ How we can be them? How they can be us?

8. Who they are? Students Coming from different parts of the country Coming from different social orientations Coming from different cultures With different goals in life With different motivations in life With different preferences

9. What they needed? GOOD FUTURE ‘Good’ school = Silliman = ‘Good’ education Good education: Holistic campus life Competitive training Good facilities

11. Competitive training ?

13. What role does school play in achieving this?______________________ Essentially, the question is: Are you confident that you will realize your goals in life with your Silliman education?

14. How they can be us/ we can be them? Leveling off Understanding: 1 What they need 2 How they perceive our strengths 3 How they perceive our weaknesses ___________________ Aligning their assessment with: 1 How we view what we can offer 2 How we perceive our strengths 3 How we perceive our weaknesses

16. Verbal

17. Non-Verbal

18. Introduce

19. Know Them (‘Mental Profiling’)

20. Market

21. Focus (experiential):

22. Nature / Community / 5Cs

23. Distance from home / Dorms / Costs / Scholarships

24. Invite

26. Don’t look domineering / antagonistic.

27. Don’t look untidy.

28. Don’t be defensive.