What Makes A Visit
 An Experience?
                CIVSA 2009
 Jeff Kallay, The Experience Evangelist @targetx.com
Let’s Manage Expectations
- Much to cover in short time - I strive to overwhelm
- “Big Picture” thinking - it’s about chan...
Assignment
1. What “grade” (A-F) would you give your tour/visit?

2. Brand Analogy
  If your college or university was a
 ...
The college visit - does it do any good?
The college visit - does it do any good?




    SFO Article: The college visit - does it do any good?   Read Jeff's blog ...
Campus Tour Pranks




   Watch more tour prank videos
Greatest College Prank Ever




       Watch more tour prank videos
Welcome to the
Experience Economy



          Pine & Gilmore
The Experience Economy 101


                  on
                                Experiences
                 ssi
       ...
Experience marketing
          is about:
1. Repelling commodization
2. Charging a premium price
3. Persuading consumers to...
Experiences = Memories
Experiences = Memories
Beyond Goods & Services
Remember,
   “The experience is the marketing.”




Arts & Science Group Student Poll 2004
The experience is higher
            education marketing
- 84% use the web most heavily in
  researching colleges
- 71% sa...
10
  Ten Steps that make
the difference between
     a tour and an
      experience
1. Integrate the four E’s
            Higher Education is the experience economy: 4 E’s

                                 ...
2. Craft a mini campus experience
- Customize the Experience
 We all want what we want - accommodate the various
 levels o...
2. Craft a mini campus experience
- Engage ALL the senses
“83% of marketing appeals to sight, leaving a paltry 17% to the
...
2. Craft a mini campus experience
- Mix in the memorabilia - “ticket stub”




        California Lutheran University
3. Set the expectation
- Before guests arrive (online, email, & mail)
- Explain route (will and won’t be seen)




       ...
4. Spend no money
- Engage the “sense of the butt”



            Millsaps College       Albright College




            ...
5. Tell stories not statistics
- Stories render authenticity



      Hendrix College




                                ...
6. Reveal your school’s nomenclature
7. Keep it real - do what’s authentic to
     your campus and experience




      Mi...
8. Do you have a signature moment?
Cerritos Public Library   Albright College
                                            ...
9. Mystery shop your tour
 (and your competitors)




        The Ohio State University
10. Top Ten Tidbits for Tour Guides




        The Most Important Employee on Your Campus
10. Top Ten Tidbits for Tour Guides
1. Interact as if you’re giving your sibling a tour
2. Answer questions honestly and d...
Conduct a mini-audit
 of visit experience
Steps to take
                1. Register for the tour
         2. Grab your camera and note pad
          3. Drive from h...
Steps to take
7. Was the tour route and things shown authentic
  to your actual student experience? Was it real?
9. Was th...
Look for the lows
Expectations Not Managed
- Difficult to find “Visit” information on
  websites “How many clicks?”
- No email, phone, or ma...
There’s better parking in Hell
- No visitor parking
- Not enough visitor parking
- No wayfinding signage
- Country Mile fr...
Am I in a Doctor’s office?
- Or a funeral parlor?
- Dark, depressing Admissions Offices or
  Visitor’s Centers
- Harsh flu...
Am I in a Doctor’s office?
Negative Cues
Stinky Bathrooms
Negative Cues
Negative Cues
Model Rooms That Aren’t
Tours That Are Too Large
Tours That Are Too Large
Tours That Are Too Large
Tours That Are Too Large
Tours That Are Too Large
Tours That Are Too Large
Disengaged Tour Guides




     http://www.youtube.com/watch?v=avYUL1A-WUM
Look for the highs
Expectations Managed
- Easy to find “Visit” information on
  websites “1-2 clicks?”
- Email, phone, or mail confirmation
-...
It’s like parking in Heaven
- Easy to find visitor parking
- Tons of visitor parking
- Wayfinding signage              Sou...
I’m not at the Doctor’s office!
- Authentic look and feel
- Bright, comfortable Admissions Offices
  or Visitor’s Centers
...
Not a Doctor’s office!




       Albright College
Not a Doctor’s office!




        West Virginia University
Not a Doctor’s office!




        Troy University
Not a Doctor’s office!




       American University
Not a Doctor’s office!
                                     Eckerd




       Birmingham-Southern College
Not a Doctor’s office!
                                    Eckerd




      Birmingham-Southern College
Not a Doctor’s office!




      Hobart and William Smith Colleges
Not a Doctor’s office!




                                Hobart and William Smith


       Northern Kentucky University
Not a Doctor’s office!
                                                Hobart and William Smith
  Hobart and William Smith...
Aesthetic/Esthetic




                            Hobart and William Smith


      Transylvania University
Award Winning Bathrooms



                                 University of Delaware




   Birmingham-Southern College
Aesthetic/Esthetic




                           Hobart and William Smith


      Assumption College
Stories & Storytelling




             Hobart and William SmithUniversity
                      Saint Edward’s
Stories & Storytelling
                           Hobart and William Smith
Hobart and William Smith




                  ...
Engaging Tour Guides,
Memories and Memorabilia
Albright




      Albright College   American University
Engaging Tour Guides,
Memories and Memorabilia
     Occidental




                  UArts




                          L...
Engaging Tour Guides,
Memories and Memorabilia




   Lenoir-Rhyne College   Northern Kentucky University
Engaging Tour Guides,
 Memories and Memorabilia



Centre College
Educate your campus
about the importance
     of the visit
Educate your campus
   1. Schedule and execute regular tours with
maintenance and housekeeping along your routes
      2. ...
Educate your campus




    Baldwin-Wallace Daily Email to all faculty and staff
Take-Away
                 1. The basics matter
            2. Keep it real and authentic
      3. stories not stats; peop...
Take-Away
8. Be human, have fun, and have conversations
Remember:
   People won’t remember what you say,
 but they will always remember what you do
        and how you make them ...
Read these:
Experience these:



                    Lincoln
Q&A
Download Presentation:
1. Go to www.targetx.com,
                            2. Click “Presentation Slides”
    click iThi...
Jeff Kallay, Experience Evangelist, TargetX

                     email kallay@targetx.com
                     phone 877....
What Makes A Visit
 An Experience?
                CIVSA 2009
 Jeff Kallay, The Experience Evangelist @targetx.com
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CIVSA Boston

  1. 1. What Makes A Visit An Experience? CIVSA 2009 Jeff Kallay, The Experience Evangelist @targetx.com
  2. 2. Let’s Manage Expectations - Much to cover in short time - I strive to overwhelm - “Big Picture” thinking - it’s about change - Experience Economy 101 - Ten Steps that make it a visit experience - Keep it real and render authenticity - Become your campus’ Experience Evangelist and conduct a mini-audit of your visit experience - Compare your lows and highs (worst & best practices) - Educate your campus about the importance of the visit - Questions and Answers
  3. 3. Assignment 1. What “grade” (A-F) would you give your tour/visit? 2. Brand Analogy If your college or university was a Car Restaurant Retail (any brand) which would it be?
  4. 4. The college visit - does it do any good?
  5. 5. The college visit - does it do any good? SFO Article: The college visit - does it do any good? Read Jeff's blog post
  6. 6. Campus Tour Pranks Watch more tour prank videos
  7. 7. Greatest College Prank Ever Watch more tour prank videos
  8. 8. Welcome to the Experience Economy Pine & Gilmore
  9. 9. The Experience Economy 101 on Experiences ssi gre ro cP mi Text Service / Info o on Ec of ry eo Th Industrial Agrarian
  10. 10. Experience marketing is about: 1. Repelling commodization 2. Charging a premium price 3. Persuading consumers to pay when they never did before 4. Selling “Memories”
  11. 11. Experiences = Memories
  12. 12. Experiences = Memories
  13. 13. Beyond Goods & Services
  14. 14. Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004
  15. 15. The experience is higher 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” Arts and Science Group
  16. 16. 10 Ten Steps that make the difference between a tour and an experience
  17. 17. 1. Integrate the four E’s Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Strategic Horizons, LLP Immersion
  18. 18. 2. Craft a mini campus experience - Customize the Experience We all want what we want - accommodate the various levels of interest of guests to your campus - Eliminate negative cues - Accent positive cues - Look for missed cues Elon University
  19. 19. 2. Craft a mini campus experience - Engage ALL the senses “83% of marketing appeals to sight, leaving a paltry 17% to the other senses. Surprisingly, smell is the second most important sense after sight, and not sound. In fact, 75% of all emotional connections are based on smell.” Adweek review of Brand Sense Centre College The Ohio State University
  20. 20. 2. Craft a mini campus experience - Mix in the memorabilia - “ticket stub” California Lutheran University
  21. 21. 3. Set the expectation - Before guests arrive (online, email, & mail) - Explain route (will and won’t be seen) Map courtesy of Lenoir-Rhyne College and Sketches
  22. 22. 4. Spend no money - Engage the “sense of the butt” Millsaps College Albright College Hampshire College Saint Joseph’s University
  23. 23. 5. Tell stories not statistics - Stories render authenticity Hendrix College Lenoir-Rhyne College Albright College
  24. 24. 6. Reveal your school’s nomenclature 7. Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University
  25. 25. 8. Do you have a signature moment? Cerritos Public Library Albright College Westmont College Millsaps College Hampshire College Ursuline College
  26. 26. 9. Mystery shop your tour (and your competitors) The Ohio State University
  27. 27. 10. Top Ten Tidbits for Tour Guides The Most Important Employee on Your Campus
  28. 28. 10. Top Ten Tidbits for Tour Guides 1. Interact as if you’re giving your sibling a tour 2. Answer questions honestly and directly, but remind them it’s your perspective 3. Watch your pronouns - “We” is exclusive, “You’ll “is inclusive 4. Tell stories - yours and your friends’ 5. When you walk backwards they look at you, not the campus 6. If you feel negatively about any other school - don’t name names 7. “Tour guides” is boring - you’re bright, come up with a memorable name 8. Find connections with your audience and ask open-ended questions 9. Is asking “Do you have any more questions?” the best way to end a tour? 10. Have Fun! Don’t be a TOURBOT!
  29. 29. Conduct a mini-audit of visit experience
  30. 30. Steps to take 1. Register for the tour 2. Grab your camera and note pad 3. Drive from highway to campus 4. Was there plenty of parking and wayfinding? 5. What first impression does your admissions office or visitor center make? 6. What are the restrooms like?
  31. 31. Steps to take 7. Was the tour route and things shown authentic to your actual student experience? Was it real? 9. Was the tour guide personable, engage and told great stories? Did they walk backwards? 10. How did you “feel” when it was done? Now write it all into a brief report and share.
  32. 32. Look for the lows
  33. 33. Expectations Not Managed - Difficult to find “Visit” information on websites “How many clicks?” - No email, phone, or mail confirmation - Not fully explaining how long to be on campus and what all a visit entails - Just kind of sit and wait in office or visitor’s center
  34. 34. There’s better parking in Hell - No visitor parking - Not enough visitor parking - No wayfinding signage - Country Mile from Admissions
  35. 35. Am I in a Doctor’s office? - Or a funeral parlor? - Dark, depressing Admissions Offices or Visitor’s Centers - Harsh fluorescent lighting - Chairs around the walls or crowded - No music, computers, or refreshments - Nothing you want to read or look at
  36. 36. Am I in a Doctor’s office?
  37. 37. Negative Cues
  38. 38. Stinky Bathrooms
  39. 39. Negative Cues
  40. 40. Negative Cues
  41. 41. Model Rooms That Aren’t
  42. 42. Tours That Are Too Large
  43. 43. Tours That Are Too Large
  44. 44. Tours That Are Too Large
  45. 45. Tours That Are Too Large
  46. 46. Tours That Are Too Large
  47. 47. Tours That Are Too Large
  48. 48. Disengaged Tour Guides http://www.youtube.com/watch?v=avYUL1A-WUM
  49. 49. Look for the highs
  50. 50. Expectations Managed - Easy to find “Visit” information on websites “1-2 clicks?” - Email, phone, or mail confirmation - Explaining how long to be on campus and what all a visit entails - Engaging pre-tour experience in office
  51. 51. It’s like parking in Heaven - Easy to find visitor parking - Tons of visitor parking - Wayfinding signage Southern New Hampshire - Close to Admissions Occidental Occidental
  52. 52. I’m not at the Doctor’s office! - Authentic look and feel - Bright, comfortable Admissions Offices or Visitor’s Centers - Indirect and pendant lighting - Furniture clustered in groups - Music, computers, refreshments - Stuff you want to read or look at
  53. 53. Not a Doctor’s office! Albright College
  54. 54. Not a Doctor’s office! West Virginia University
  55. 55. Not a Doctor’s office! Troy University
  56. 56. Not a Doctor’s office! American University
  57. 57. Not a Doctor’s office! Eckerd Birmingham-Southern College
  58. 58. Not a Doctor’s office! Eckerd Birmingham-Southern College
  59. 59. Not a Doctor’s office! Hobart and William Smith Colleges
  60. 60. Not a Doctor’s office! Hobart and William Smith Northern Kentucky University
  61. 61. Not a Doctor’s office! Hobart and William Smith Hobart and William Smith See more at: http://picasaweb.google.com/ExperienceEvangelistCollegeAdmissionAndVisitorCenterImages
  62. 62. Aesthetic/Esthetic Hobart and William Smith Transylvania University
  63. 63. Award Winning Bathrooms University of Delaware Birmingham-Southern College
  64. 64. Aesthetic/Esthetic Hobart and William Smith Assumption College
  65. 65. Stories & Storytelling Hobart and William SmithUniversity Saint Edward’s
  66. 66. Stories & Storytelling Hobart and William Smith Hobart and William Smith Hobart and William Smith
  67. 67. Engaging Tour Guides, Memories and Memorabilia Albright Albright College American University
  68. 68. Engaging Tour Guides, Memories and Memorabilia Occidental UArts Louisville
  69. 69. Engaging Tour Guides, Memories and Memorabilia Lenoir-Rhyne College Northern Kentucky University
  70. 70. Engaging Tour Guides, Memories and Memorabilia Centre College
  71. 71. Educate your campus about the importance of the visit
  72. 72. Educate your campus 1. Schedule and execute regular tours with maintenance and housekeeping along your routes 2. Sponsor “Lunch and Learns” about The Experience Economy and the importance of the visit 3. Promote the campus visit each day
  73. 73. Educate your campus Baldwin-Wallace Daily Email to all faculty and staff
  74. 74. Take-Away 1. The basics matter 2. Keep it real and authentic 3. stories not stats; people not programs 4. Don’t try to be all things to all students 5. Connect with best fit students 6. It takes a campus to stage a visit experience 7. Key words - engaging, memorable, customized, real and authentic
  75. 75. Take-Away 8. Be human, have fun, and have conversations
  76. 76. Remember: People won’t remember what you say, but they will always remember what you do and how you make them feel. How will you make your guests to campus feel?
  77. 77. Read these:
  78. 78. Experience these: Lincoln
  79. 79. Q&A
  80. 80. Download Presentation: 1. Go to www.targetx.com, 2. Click “Presentation Slides” click iThink Blog
  81. 81. Jeff Kallay, Experience Evangelist, TargetX email kallay@targetx.com phone 877.715.7474 x.110 blog www.targetx.com/ithink AIM jeffkallay twitter jeffkallay or just google “Jeff Kallay”
  82. 82. What Makes A Visit An Experience? CIVSA 2009 Jeff Kallay, The Experience Evangelist @targetx.com

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