1. It Takes a Campus.
To Stage a
Campus Visit.
WTAMU Fall 2010
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
2.
3. 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
7. “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
11. And it takes a
campus to stage
the campus visit.
12.
13. “The experience is the marketing.”
Arts & Science Group Student Poll 2004
14. 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”
19. 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.
26. 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”
27. The Experience Economy 101
n
sio
og
res Experiences
Pr
ic
om
on
Service/Information
Ec
of
ry
eo
Th
Industrial
Agrarian
30. 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
31. 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
33. 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.”
34. 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
51. 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
52. 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
53. 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
54. 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
55. It Takes a Campus!
WTAMU Fall 2010
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
kallay@targetx.com www.targetx.com/slideshare
