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KSU PLU Counselors2-09-10
This document provides an insider's guide to campus visits from Jeff Kallay, VP of Consulting at TargetX. It discusses how campus visits can help students determine the right college fit if done authentically. Kallay emphasizes that colleges should focus on authenticity by keeping visits real and letting students experience the true student experience, not just amenities. He provides tips for both colleges, such as championing student stories over statistics, and students/parents, like experiencing the town beyond just admissions and asking questions that address wants rather than just needs. The goal is for visits to be memorable by feeling genuine representations of each school.
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KSU PLU Counselors2-09-10
- 1. The Campus Visit- An Insider’s Guide Text KSU | PLU Workshop Jeff Kallay, VP Consulting, “Apostle of Authenticity”
- 2. Managing Expectations “The Funnel” Who is Jeff? Who are you? The college visit - research The college visit - does it do any good? Part Two Authenticity - the “visitor” demand How college’s keep it real - do students? Part Three Advice for parents and students Insider’s Guide Questions and Answers
- 3. Who is Jeff TargetX - Technology | Consulting 450 colleges & universities with their online and in person recruitment marketing “Over Throwing Dead Culture” We help make a college visits more memorable, authentic, and fun
- 4. A few campusesthis past year: Ohio State | Elon | Furman | Alfred Providence | Centre | Akron | NMU | Furman Birmingham Southern | KSU | Millsaps | Tampa Florida Southern | TCU | UNT | Cal Lutheran Miami (OH) | Coker | SUNY Stony Brook Oxford College | Delaware | Wittenberg | York Southern Adventist | Trinity (TX) | Stockton 1 Hamline | Vermont | Hastings | Hendrix
- 8. Committed to BestFit Kaitlin Caitlin Kate Lynn
- 9. The Swag Drop yourname in the bag and you might win: TargetX Stuff: Coffee Mug or Leeds Pen 1
- 10. About You: Name Position/Place Favorite or most memorable campus visit?
- 11. The college visit- does it do any good?
- 12. Look out forthe Tourbot Hsiao Mei National Taiwan University
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- 14. The college visit- does it do any good? SFO Article: The college visit - does it do any good? Read Jeff's blog post
- 15. The college visit- does it do any good? LA Times Article: On vacation -- at a college campus Read Trent’s blog post
- 16. The college visit- does it do any good? 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
- 17. Campus Visit inRecord #’s In Step with tradition: Campus Tours thriving
- 18. The Campus VisitDOES Matter Read the New York Times Article
- 19. Remember, “It’s all about the visit!” Arts & Science Group Student Poll 2004
- 20. The experience ishigher 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”
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- 24. Authenticity - Keepit Real Watch the video Watch more tour prank videos
- 25. Authenticity “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
- 26. Availability Cost Quality Authenticity
- 27. History of HigherEducation Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
- 28. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
- 29. “I visited andit felt right!”
- 30. Authenticity The new consumerdemand “America has toxic levels of inauthenticity. Time Magazine Report
- 31. Inauthenticity That is thefundamental problem with advertising: it’s a phoniness generating machine.
- 32. Inauthenticity The easiest wayto be perceived as phony is to advertise things you are not.
- 33. Inauthenticity Most campus visitsrender inauthenticity!
- 34. 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.”
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- 36. 1. Know whothey are Don’t try to be all things to all people The Ohio State University
- 37. 2. Say whothey are Draw a line in the sand Baylor University
- 38. 3. Keep itreal 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
- 39. 3. Reroute beyondamenities Don’t just show the showcase
- 40. 5. Let’s repeat,keep it real Show those things specific to your student experience: -small areas of campus that matter -favorite places on and off campus
- 41. 6. Hop onthe 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
- 42. 7. Champion stories(not statistics) St. Edward’s University
- 43. 8. If visitorshelp create it, it’s more authentic to them Hendrix College University of Louisville
- 44. 9. Bigger isn’tbetter More visitors doesn’t increase yield
- 45. 10. Connect withbest fit students Hendrix College
- 46. “We all wantwhat we want when we want it!”
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- 48. What’s In YourBowl?
- 49. What’s On YouriPod?
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- 51. 13 Tips for Students and Parents
- 52. 1. Do yourresearch
- 53. Research Onlineand In Print Why are you visiting? Have questions prepared
- 54. 2. Tortoise notthe Hare
- 55. 3. Know whoto ask what
- 56. 4. Be civiland polite
- 57. 5. Don’t askdumb questions or 5. Ask dumb questions in private
- 58. Ask questions thataddress your wants (not the needs)
- 59. Needs are practicaland objective, wants are irrational and subjective
- 60. 6. Cut yourtour guide some slack
- 61. 7. Why doyou want to sit in a class?
- 62. 8. Experience campusbeyond admissions
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- 64. 10. Take Pictures- it all looks the same
- 65. 11. Write downimmediate impressions
- 66. 12. Everyone canhave a bad day
- 67. 13. Have Fun! Watchthe Yale Video Watch the TargetX Behind the Scene of the Yale Video
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- 69. Download Presentation 1. www.targetx.com 2. click “iThink blog” 3. click “Presentation Slides” on left bar 4. click KSU/PLU or 1. www.slideshare.net/targetx
- 70. The Campus Visit- An Insider’s Guide Text KSU | PLU Workshop Jeff Kallay, VP Consulting, “Apostle of Authenticity” kallay@targetx.com