It Takes a Campus.
        To Stage a
       Campus Visit.
                 WTAMU Fall 2010

Jeff Kallay, VP Consulting, a...
Managing Expectations
                Remember the context
               You won’t agree with me
You’re educated and smar...
4
1. Brighter students
2. Full pay students
3. Diversity
4. More of all the above
“Applications and yield numbers are down”
             NACAC Study, October 2010


       “Loan crisis goes to college.”
 ...
It’s all about the
   experience!
Recruitment and
  retention is
everybody’s job!
And it takes a
campus to stage
the campus visit.
“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% say the...
“Effectiveness”




Noel-Levitz 2009
Read the Chronicle Article
Read In Step with tradition: Campus Tours thriving
Read On vacation -- at a college campus
But most college tour
scripts are numbingly
similar, and information is
not really the point.
Students and their families
...
Read the New York Times Articles
Read UB October 2009 Online
Read the US News and World Report Article
Read the St. Louis Post Dispatch Article
Read the Washington Monthly Magazine
Welcome to
The Experience Economy



            Pine & Gilmore
The Experience Economy
        is about:
1. Repelling commodization
2. Charging a premium price
3. Persuading consumers to...
The Experience Economy 101


                     n
                    sio
               og
                 res        ...
The Three “Kaitlins”




Kaitlin   Caitlin   Kate Lynn
10
Ten Tenets of TEE and
 a great campus visit
1. Integrate the four E’s
   Higher Education is the experience economy: 4 E’s

                                         A...
2. Aesthetics, Esthetics & Cues




                                     Fast Company, October 2010 Photograph Courtesy of...
2. Aesthetics, Esthetics & Cues




           Elon University
3. Authenticity

   “Stop saying what your offerings
   are through advertising and start
    creating places--permanent o...
3. Authenticity or “Keep it real”
      SACAC 2008 Survey of 200+ high school seniors
“I believe that imperfections show c...
4. Customization




  “What’s your drink?
4. Customization




    Hendrix College
5. Sensory Engagement
5. Sensory Engagement




     Miami University (OH)
6. Emotional Engagement
6. Emotional Engagement




       Lehigh University
7. Storytelling
7. Storytelling




 St. Edward’s University
8. Signature Moment(s)
8. Signature Moment(s)




       Westmont College
9. Theme
9. Theme




Alfred University
10. Memorabilia




  The Ohio State University
10. Memorabilia




  West Virginia University
Informed Campus
Informed Campus
Aesthetics are Ground Zero
 View campus, the tour route and your area with
                  “fresh eyes”

   Help keep ca...
Support Admission
Use the experience economy tenets when working
    on open house, yield and accepted events

Support Adm...
Opportunity or Disruption?
   Accept Demanding and Savvy Consumers
“They Want What They Want When They Want It”
     Stop ...
Who stages Campus Visit
         Experiences?
-The entire campus; admissions, interns,
ambassadors, students, administrati...
It Takes a Campus!
                 WTAMU Fall 2010
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
   kallay...
It Takes a Campus WTAMU 2010
It Takes a Campus WTAMU 2010
It Takes a Campus WTAMU 2010
It Takes a Campus WTAMU 2010
It Takes a Campus WTAMU 2010
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It Takes a Campus WTAMU 2010

  1. 1. It Takes a Campus. To Stage a Campus Visit. WTAMU Fall 2010 Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
  2. 2. Managing Expectations Remember the context You won’t agree with me You’re educated and smart; take what is relevant to you Welcome to The Experience Economy What does it means to you and WTAMU? Questions and Answers Download PDF at in www.targetx.com/slideshare
  3. 3. 4 1. Brighter students 2. Full pay students 3. Diversity 4. More of all the above
  4. 4. “Applications and yield numbers are down” NACAC Study, October 2010 “Loan crisis goes to college.” CNN Money.com, May 2010 “College loans are the new subprime crisis” New York Times, June 2010
  5. 5. It’s all about the experience!
  6. 6. Recruitment and retention is everybody’s job!
  7. 7. And it takes a campus to stage the campus visit.
  8. 8. “The experience is the marketing.” Arts & Science Group Student Poll 2004
  9. 9. 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”
  10. 10. “Effectiveness” Noel-Levitz 2009
  11. 11. Read the Chronicle Article
  12. 12. Read In Step with tradition: Campus Tours thriving
  13. 13. Read On vacation -- at a college campus
  14. 14. 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.
  15. 15. Read the New York Times Articles
  16. 16. Read UB October 2009 Online
  17. 17. Read the US News and World Report Article
  18. 18. Read the St. Louis Post Dispatch Article
  19. 19. Read the Washington Monthly Magazine
  20. 20. Welcome to The Experience Economy Pine & Gilmore
  21. 21. The Experience Economy is about: 1. Repelling commodization 2. Charging a premium price 3. Persuading consumers to pay when they never did before 4. Selling “Memories”
  22. 22. The Experience Economy 101 n sio og res Experiences Pr ic om on Service/Information Ec of ry eo Th Industrial Agrarian
  23. 23. The Three “Kaitlins” Kaitlin Caitlin Kate Lynn
  24. 24. 10 Ten Tenets of TEE and a great campus visit
  25. 25. 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
  26. 26. 2. Aesthetics, Esthetics & Cues Fast Company, October 2010 Photograph Courtesy of McDonald's NDG Australia "If you have a restaurant that is appealing, contemporary, and relevant both from the street and interior, the food tastes better." Don Thompson, COO
  27. 27. 2. Aesthetics, Esthetics & Cues Elon University
  28. 28. 3. 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.”
  29. 29. 3. Authenticity or “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 (and tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
  30. 30. 4. Customization “What’s your drink?
  31. 31. 4. Customization Hendrix College
  32. 32. 5. Sensory Engagement
  33. 33. 5. Sensory Engagement Miami University (OH)
  34. 34. 6. Emotional Engagement
  35. 35. 6. Emotional Engagement Lehigh University
  36. 36. 7. Storytelling
  37. 37. 7. Storytelling St. Edward’s University
  38. 38. 8. Signature Moment(s)
  39. 39. 8. Signature Moment(s) Westmont College
  40. 40. 9. Theme
  41. 41. 9. Theme Alfred University
  42. 42. 10. Memorabilia The Ohio State University
  43. 43. 10. Memorabilia West Virginia University
  44. 44. Informed Campus
  45. 45. Informed Campus
  46. 46. Aesthetics are Ground Zero View campus, the tour route and your area with “fresh eyes” Help keep campus and your area presentable If you see trash, pick it up and if you see something that needs attention, report it
  47. 47. Support Admission Use the experience economy tenets when working on open house, yield and accepted events Support Admissions when they come a calling and ask for your help with visit experiences Cut Tour Guides some slack - they’re volunteers
  48. 48. Opportunity or Disruption? Accept Demanding and Savvy Consumers “They Want What They Want When They Want It” Stop and Say “Hello” and “Welcome” Remember requests to meet with faculty and staff or sit in class are norm not the exception
  49. 49. Who stages Campus Visit Experiences? -The entire campus; admissions, interns, ambassadors, students, administration and staff “Whatever we accomplish belongs to our entire group. A tribute to our combined effort” - Walt Disney
  50. 50. It Takes a Campus! WTAMU Fall 2010 Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity” kallay@targetx.com www.targetx.com/slideshare

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