From the 2009 Concordia System admissions conference

1. Authenticity
Keep it Real/Real
Jeff Kallay, The Experience Evangelist @targetx.com
Thursday, July 30, 2009

2. Take-away:
We’re craving authenticity
Stories render authencity
Great experiences are anchored in stories
Thursday, July 30, 2009

3. “College is the new high school and
graduate school is the new college.”
Adrienne Bartlett, TargetX
Thursday, July 30, 2009

4. Remember:
“We’re craving
authenticity”
Thursday, July 30, 2009

5. Brand Analogy
Car
Restaurant
Retailer
Thursday, July 30, 2009

6. Bring Back the Love
Thursday, July 30, 2009

7. Thursday, July 30, 2009

8. Generational
Shift
Thursday, July 30, 2009

9. GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (7-26)
Homeland? (0-6)
Thursday, July 30, 2009

10. Marketing Immunity
3,000-5,000 Daily Messages
Neurological Blockades
Thursday, July 30, 2009

11. The Persuaders
Thursday, July 30, 2009

12. 64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
Thursday, July 30, 2009

13. Authenticity
The new consumer demand
Pine & Gilmore
Thursday, July 30, 2009

14. “We are searching to
get a grip on what
counts for people in
their personal
and business lives.”
Pine and Gilmore’s website
Thursday, July 30, 2009

15. Availability
Cost
Quality
Authenticity
Thursday, July 30, 2009

16. Quality.
No Longer Differentiates
Difficult to Define in Higher Education
Thursday, July 30, 2009

17. Everyone Looks the Same
Universities not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision
Thursday, July 30, 2009

18. 1980’s Marketing
1990’s Branding
2000’s Authenticity
Thursday, July 30, 2009

19. Thursday, July 30, 2009

20. I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
AUTHENTICITY
Thursday, July 30, 2009

21. Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self-image.
Thursday, July 30, 2009

22. “I visited and it
felt right!”
Thursday, July 30, 2009

23. Authenticity
The new consumer demand
“America has toxic levels
of inauthenticity.
Time Magazine Report
Thursday, July 30, 2009

24. Inauthenticity
That is the fundamental problem
with advertising: it’s a phoniness
generating machine.
Thursday, July 30, 2009

25. Inauthenticity
The easiest way to be perceived
as phony is to advertise things
you are not.
Thursday, July 30, 2009

26. Inauthenticity
Most higher education marketing
renders inauthenticity!
Thursday, July 30, 2009

27. Honest College Ad - from collegehumor.com
Thursday, July 30, 2009

28. 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.”
Thursday, July 30, 2009

29. Know who you are
Don’t try to be all things to all people
The Ohio State University
Thursday, July 30, 2009

30. Say who you are
Draw a line in the sand
Baylor University
Thursday, July 30, 2009

31. 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 (or tour) not only stands out negatively, but it comes
off as bland and ordinary.”
Read the complete survey results Password: sacac
Thursday, July 30, 2009

32. Reroute beyond amenities
Don’t just show the showcase
Thursday, July 30, 2009

33. If you’re afraid to say (or show) it,
say (or show) it
Thursday, July 30, 2009

34. 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
Thursday, July 30, 2009

35. Champion stories (not statistics)
St. Edward’s University
Thursday, July 30, 2009

36. Building Brand Recognition
Hasn’t Been Harder
Thursday, July 30, 2009

37. Don’t think Branding
Think Storytelling
Thursday, July 30, 2009

38. Remember:
“Stories render
authenticity”
Thursday, July 30, 2009

39. Storytelling is in our blood
Thursday, July 30, 2009

40. “I am a man, and men are
animals who tell stories.”
Clive Barker
Thursday, July 30, 2009

41. Stories are how most
of us learn
Thursday, July 30, 2009

42. Thursday, July 30, 2009

43. Visual
(logo)
10%
Details
(body copy)
To the point 20%
(headline or
chart) Story
20% (photo and
caption)
50%
Thursday, July 30, 2009

44. Three type of stories
Thursday, July 30, 2009

45. 1. Discovery and
coming of age
Thursday, July 30, 2009

46. Thursday, July 30, 2009

47. 2. Conflict and
resolution
Thursday, July 30, 2009

48. “message from ben and matt”
Thursday, July 30, 2009

49. 3. Illustration
Thursday, July 30, 2009

50. Quote
Thursday, July 30, 2009

51. Find your stories by asking
questions (and by listening)
Thursday, July 30, 2009

52. Transparency
Differentiation
Connections
Stories
Profiles
Thursday, July 30, 2009

53. Thursday, July 30, 2009

54. Thursday, July 30, 2009

55. Thursday, July 30, 2009

56. Thursday, July 30, 2009

57. Ask questions that answer
the wants not the needs of
your various audiences
Thursday, July 30, 2009

58. Needs are practical and
objective, wants are
irrational and subjective
Thursday, July 30, 2009

59. Tell the truth and
keep it real
Thursday, July 30, 2009

60. Remember:
“Great experiences
are anchored in
storytelling”
Thursday, July 30, 2009

61. Buy the book and learn more
Thursday, July 30, 2009

62. Buy the book and listen on the web
Thursday, July 30, 2009

63. Story Telling Scale
Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others
Thursday, July 30, 2009

64. Today the most most
important conversation is
not the marketing
monologue but the
dialogue between your
audience
Thursday, July 30, 2009

65. Talk with, not at
Thursday, July 30, 2009

66. You have to give people the
tools to create their own
stories, memories, and
experiences
Thursday, July 30, 2009

67. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Thursday, July 30, 2009

68. Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005
Thursday, July 30, 2009

69. Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Females
Males
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
Thursday, July 30, 2009

70. High School Students: College Website Activity Discrepancies
Activity Do Want
Financial Aid Estimator 24% 90%
Online Application 22% 86%
IM with Counselor 6% 70%
Campus Visit Request 25% 84%
Tuition Calculator 33% 88%
Faculty Profile 26% 69%
Student Profile 31% 63%
Forwarded Page 34% 63%
Online Survey 50% 72%
Personalize Site 39% 58%
Inquiry Form 72% 73%
Navigating Toward E-Recruitment, Noel-Levitz, Inc.
Thursday, July 30, 2009

71. 99%
Join Facebook Groups Before Arriving on Campus
Amherst College IT Study, 2008
Thursday, July 30, 2009

72. “In the era of social media, people use technologies
to get what they need from each other, not
traditional institutions.”
Groundswell: Winning in a World Transformed by Social Technologies, 2008, Harvard UP
Charlene Li & Josh Bernoff
Thursday, July 30, 2009

73. “Word of Mouse”
Thursday, July 30, 2009

74. The Participation Age
Listen and Observe
Be Transparent
Give up Some Control
Participate Yourself
Thursday, July 30, 2009

75. You must design the customer experience
or the customer will design it for you.
Tom Peters
Thursday, July 30, 2009

76. You have to give people the
tools to create their own
stories, memories, and
experiences
Thursday, July 30, 2009

77. Take-away:
The Experience IS the marketing
We’re craving authenticity
Stories render authencity
Great experiences are anchored in stories
Thursday, July 30, 2009

78. Jeff’s Bookshelf
Thursday, July 30, 2009

79. Download Session PDF
www.targetx.com>click “iThink Blog”>Presentation Slides
Thursday, July 30, 2009

80. Authenticity
Keep it Real/Real
Jeff Kallay, The Experience Evangelist @targetx.com
Thursday, July 30, 2009