In this webinar, Jay Sharman, CEO of TeamWorks Media, shares case studies of the modern campus experience. From MIT’s Building 20 to Cornell Tech’s 2043 Plan, higher education institutions across the country are working to inspire collaboration and better ideas through their facilities.

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2. ABOUT THE NEW & NEXT SERIES
The New & Next series focuses on innovation in higher
education featuring guest speakers from thought leaders in our
industry and beyond.
Sessions are designed to spark new and next discussions around the topics outlined
each semester. The Fall 2016 series zeroes in on space and people. Topics of
discussion include creative use of space on college campuses, architecture and
design for new buildings and executive leadership and recruitment.
Fall 2016 New & Next Series Schedule:
Thursday, October 20: Jay Sharman, CEO, of TeamWorks Media
“The Modern Campus: Utilizing Space to Tell Your Story”
Thursday, November 17: Craig Cassell, Executive Director, Cushman & Wakefield
“Architecture & The Student Experience”
Wednesday, December 15: Korn Ferry, Managing Principal, Julie Staggs
“Four Dimensions of Leadership and Talent”
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3. YOUR PRESENTER TODAY
TeamWorks Media helps clients bring their brand
to life – online, onsite and on-air - through
emotionally engaging storytelling at scale.
TeamWorks’ client list includes Big Ten
Conference, the Big Ten Network, as well as more
than 15 colleges and universities, the Bank of
America Chicago Marathon, PBS, and the
National Baseball Hall of Fame.
StoriedU is TeamWorks’ online community for
higher education admissions, advancement and
marketing professionals. Follow @StoriedU on
twitter for the latest trends, best practices and
case studies from industry leaders.
Jay Sharman
CEO, TeamWorks Media
Jay Sharman is the CEO
and founder of TeamWorks
Media, a purpose-driven
content marketing company
that specializes in a number
of verticals including higher
education institutions and
museums.
Presenter photo
cropped to
2.25” x 2.25”
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4. How Brand Storytelling in your Facilities can be a Multi-Audience
Differentiator
THE MODERN CAMPUS

5. Your Buildings are Opportunities
• Start thinking of your buildings as a new marketing channel
• Buildings are opportunities to tell your brand story to engaged audiences
• Consider these stats from a StoriedU prospect survey:
• We’ll show you how to approach branding your buildings and which institutions
are doing it well and how all stakeholders can benefit
• Case studies, case studies and more case studies!!!
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6. Example: Engaging Prospects in a Welcome Center
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“Facilities offer unique opportunities to
fully immerse audiences in your
institution’s message. These spaces
allow you to articulate your stories
and engage users with unique
content.”

7. Benefits to branding your buildings
• Differentiation (from other universities)
› Nearly 30% of prospects visit more than 8 campuses in person
• Customization (to multiple audiences)
› What information a prospect might find important might not be interesting to
a donor, prospective faculty member or alumnus
› Ability to serve strategic content to specific audiences
• Measurability (real-time ability to adjust messaging based on what works)
› Big picture goals – how will you measure success of this building?
› Analytics on your content helps you understand which stories are resonating
with your audiences
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8. How do I do this?
• We’ll use welcome centers as our model – but this works for student centers,
athletic centers, business schools, etc.
• How to strategically approach your buildings – the 5Ws.
› Who do you want to reach?
› What messages should they absorb?
› When are your messages best communicated?
› Where will they consume your content?
› Why should they care?
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9. Who do you want to reach?
• What potential audiences could be using this facility?
› Prospects
› Prospects’ families
› Current Students
› Existing faculty
› Prospective Faculty
› Alumni
› Guests of the university
› Donors (who will likely be one of the above)
• Each section of your space should deliver on at least one of the following:
› Building awareness
› Increasing affinity
› Enticing engagement
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10. What messages should they absorb?
• Create a mix of these narratives:
› Intellectual – the rational
approach to differentiation
› Emotional – the “feel-good”
connection between your
audiences and your university
› Institutional – foundational
elements of your school
› Ambient – subtle aesthetic that
creates a mood and feeling
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11. When are your messages best communicated?
• First consider:
› Audience type
› Visitor behavior
› Time commitment
› Engagement level
› Flexibility
› Ability to day-part
• Examples:
› Who’s in your visitor center at different
times throughout the day?
› How long are they waiting?
› Do you hold other events in your visitor
center?
› Who do you want to use your visitor
center?
› Do physical items need to be moveable –
i.e. large area for cocktail tables,
presentation seating, etc.?
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12. Where will they consume your content?
• Consider:
› Flow – where do you WANT
them bottlenecking / passing
through quickly?
› Narrative arc – How does
the flow of people affect how
they absorb your story?
• Example:
› In one of our client’s hallways
we designed static solutions
because they needed to
move a vast quantity of
people through it quickly
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13. Why should they care?
• Make it about them
› Style and substance
› Customization
• Examples:
› Custom content for parents, custom content for faculty, etc.
› Self-selection into topics that interest the visitor
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14. Who’s doing this well?
Clarkson University’s Student Center features a customizable micro-tile
display that creates a place for students to connect with each other. Students
can use the display to watch TV together, or plug in their own devices to tailor
their content even further.
The university uses the space to show presentations, lectures, and even skype
with their president here.
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For current students

15. Northwestern University
To prospective students
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Northwestern University brings their university story to life in their admissions
presentation with original content and a presentation that can be customized in
real-time for the audience.

16. Big Ten Experience
The Big Ten Conference’s headquarters features content that emotionally
engages alumni with handwritten letters from the universities’ most prominent
alumni detailing their college memories.
To alumni
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17. UC – Davis School of Law
UC – Davis’ School of Law features an interactive faculty display allowing visitors
the opportunity to connect with the faculty and learn about their backgrounds.
To faculty
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18. University of Oregon
The university shows off customized content in their state of the art Alumni
Center. With moveable displays, the university also has the ability to change
layouts and update content based on what event or group will be hosted in the
space.
To donors
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19. TAKE AWAYS
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• Your buildings are marketing channels
› Approach them with the strategy that you would with any marketing
campaign
• These buildings play host to targeted groups
› If you ignore your facilities, you are leaving an opportunity to connect with
prospects, families, alumni, donors, etc. on the table
• Use these opportunities to convert highly engaged audiences
› Targeted content produced for each type of visitor will make your institution
memorable, creating an opportunity to turn a passive supporter into an active
promoter

20. Jay Sharman @_JaySharman
Jay@teamworksmedia.com @StoriedU
Thank you!

21. Omni Rancho Las Palmas | Palm Springs, California
February 21-24, 2017
Graduate | Adult Learners | Undergraduate
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