Introduction to Wisr Liberal Arts Leadership Summit
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Wisr was excited to host the inaugural Liberal Arts Leadership Summit. Led by three industry thought leaders, the summit provided insight and advice on how to connect alumni and students to foster a stronger culture of advising, career planning, and alumni relations on liberal arts campuses.
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Introduction to Wisr Liberal Arts Leadership Summit
- 1. Liberal Arts Leadership Summit October 24, 2017
- 4. Today’s Agenda Warm up Exercise 11am
- 5. Today’s Agenda 11am 11:30am Joan Hawxhurst Director, Center for Career and Professional Development Kalamazoo College
- 6. Today’s Agenda 11am 11:30am 12pm Teddy Baldassarre Director of Business Development Kris Ciccarello Chief Technology Officer
- 7. Today’s Agenda 11am 11:30am 12pm 1pm Lori Young Director of The Career Development Center Oberlin College
- 8. Today’s Agenda 11am 11:30am 12pm 1pm 2:15pm Hank Malin AVP & Executive Director of the Knowlton Center for Career Exploration Denison University
- 11. One on One Consulting Lindsey Royer Director of Customer Success
- 12. What are you trying to get done in your role? Why? (motivation) What’s your expected outcome? What pressures are preventing it?
- 18. 88%High school seniors who rank career preparation as the most important factor in selecting a college* Want *Eduventures/NRCCUA Survey of 200,000 seniors
- 20. Define the buzz term ‘Scale & Personalization’ Turn the customer’s WANTS into something that gets their desired job done Deliver it WHEN the job needs to get done
- 21. Open Rate Conversion Rate 10.0% 0.34% “Valued Alum, Join the new Alumni Career Network!”
- 22. Open Rate Conversion Rate 30.9% 3.24% “John, We need your expertise” Solved an EMOTIONAL job
- 23. $40 to $535m in 6-years
- 25. What are your customers trying to get done? and why? Grade yourself (A, B, etc) on that job
- 27. Normalized by Graduation year
- 28. By Number of Responses
- 30. I logged in first to start networking for a third-year internship… Asking 5 Whys
- 31. I’m not very good at networking and didn't want to deal with it…Wisr made this more convenient. I think Wisr does a really good job of attracting people who want to help… Asking 5 Whys
- 32. …we only have 24 hours in a day. There's so much tension between academics and looking into the future. I didn’t want to waste the connection… Asking 5 Whys
- 33. I wanted to already have a sense of direction… you know, so I didn’t look silly… Asking 5 Whys
Editor's Notes
- What you’re doing, without knowing it, are writing job statements This is from a method called Jobs to Be Done, to get to the heart of why use certain products, instead of what you do Jobs are defined as both functional and emotional
- Theodore Levitt - One of the most famous marketing quotes is “People don't buy quarter inch drills, they buy quarter inch holes” - They are buying the drill for an outcome
- When young families are asked what they want in a car, they want something with plenty of room, stylish, plenty of amenities - Cool mom and dad
- $30b market of something nobody wants
- We are all marketers; we have customers who are students and alumni, and we are trying to engage with them and deliver services
- But ‘Want’ doesn’t get to it - 88% of high school seniors what they want most out of a school is to prepare for a career
- In that way - I want to be prepared for my career is not like buying a car, it’s on a long time horizon, it’s more like saying I want to be healthy, or I want to be financially secure. These goals are accomplished by measurable, short term milestones, that accrue towards the greater good.
- How many of you are being pitched the terms scale and personalization? Any of you care to answer what it actually means? You are trying to turn the customer’s wants into something that actually gets the job done, WHEN the job needs to get done - Delivering it at the right time for that person is what it means. It doesn’t have to be overly complicated.
- Let’s dig into an example
- Don’t underestimate the power of identifying emotional jobs; Southern New Hampshire was a struggling 2,000 student institution who identified obtaining a degree accomplishes an extraordinary emotional job for an adult. You may have sen the commercials where the guys son’s is congratulating his dad and everyone starts crying. Southern new Hampshire has grown from $40 to $535m in 6-year.
- We have recently conducted surveys and interviews with about 2,000 students, What we’re going to do is digitize these, and go over our findings at the end of the summit.