1. Your Campus Visit:
Paving the Potholes
OACAC 2010
Text
Jeff Kallay, VP Consulting, aka “Apostle of Authenticity”

2. The Chronicle of Higher Education
Read the Chronicle Article

3. San Francisco Chronicle
SFO Article: The college visit - does it do any good? Read Jeff's blog post

4. Los Angeles Times
LA Times Article: On vacation -- at a college campus Read Trent’s blog post

5. Los Angeles Times
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

6. Boston Globe
In Step with tradition: Campus Tours thriving

7. New York Times
Read the New York Times Article

8. US News and World Report
Read the US News and World Report Article

9. University Business
Read UB October 2009 Online

10. Five Campus Visit Potholes

11. 1
Not Being
In Sync

13. Get In Sync

14. Students-Admissions
Stories-Stats
People-Programs

17. 2
Toxic Levels of
Inauthenticity

18. Watch “Tina the Tour Guide”

19. History of Higher Education
Recruiting Trends
1980’s Marketing
1990’s Branding
2010’s Authenticity

21. I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
AUTHENTICITY

22. Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self-image.

23. “I visited and it
felt right!”

24. “Most Influential”
Arts & Science Group Student Poll 2004

25. “Most Trusted”
- 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”

26. “Effectiveness”
Noel-Levitz 2009

27. 3
Tourbots

29. Invasion of the Tourbots
Read the Article

30. Storytelling is
in our blood

31. Students-Admissions
Stories-Stats
People-Programs

32. “I am a man, and
men are animals
who tell stories.”

33. Stories are
how most of
us learn

35. 20% headlines 20% body copy
(to the point) (details)
50%
10% graphic
illustrations
(visual)
(stories)

36. POP
Point of Proof

37. Great stories engage,
give goosebumps, and
give a feeling of
“suspension”

38. Storytelling Scale
Guest Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others

39. 4
Bubble-boy
Syndrome

41. Inform Your Campus

42. Inform Your Campus

43. 5
Death March

45. Presidential Parade of Favorites
Don’t just show the showcase

46. Presidential Parade of Favorites

47. 6
Powerpoint
to Death

48. Pave Your “Potholes”
1. Get In-Sync
2. Be Authentic
3. Turn off the Tourbots
4. Burst the Bubble
5. Re-think the Route

49. Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/

50. Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts

51. Download Session PDF
#1 Go to www.targetx.com
click iThink Blog
click Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 Look for email with link

52. Your Campus Visit:
Paving the Potholes
OACAC 2010
Text
Jeff Kallay, VP Consulting, aka “Apostle of Authenticity”