KSU PLU Counselors2-09-10


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Jeff Kallay's Presentation at KSU on 2/9. Includes links and more.

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KSU PLU Counselors2-09-10

  1. 1. The Campus Visit - An Insider’s Guide Text KSU | PLU Workshop Jeff Kallay, VP Consulting, “Apostle of Authenticity”
  2. 2. Managing Expectations “The Funnel” Who is Jeff? Who are you? The college visit - research The college visit - does it do any good? Part Two Authenticity - the “visitor” demand How college’s keep it real - do students? Part Three Advice for parents and students Insider’s Guide Questions and Answers
  3. 3. Who is Jeff TargetX - Technology | Consulting 450 colleges & universities with their online and in person recruitment marketing “Over Throwing Dead Culture” We help make a college visits more memorable, authentic, and fun
  4. 4. A few campuses this past year: Ohio State | Elon | Furman | Alfred Providence | Centre | Akron | NMU | Furman Birmingham Southern | KSU | Millsaps | Tampa Florida Southern | TCU | UNT | Cal Lutheran Miami (OH) | Coker | SUNY Stony Brook Oxford College | Delaware | Wittenberg | York Southern Adventist | Trinity (TX) | Stockton 1 Hamline | Vermont | Hastings | Hendrix
  5. 5. Committed to Best Fit Kaitlin Caitlin Kate Lynn
  6. 6. The Swag Drop your name in the bag and you might win: TargetX Stuff: Coffee Mug or Leeds Pen 1
  7. 7. About You: Name Position/Place Favorite or most memorable campus visit?
  8. 8. The college visit - does it do any good?
  9. 9. Look out for the Tourbot Hsiao Mei National Taiwan University
  10. 10. Read the Article
  11. 11. The college visit - does it do any good? SFO Article: The college visit - does it do any good? Read Jeff's blog post
  12. 12. The college visit - does it do any good? LA Times Article: On vacation -- at a college campus Read Trent’s blog post
  13. 13. The college visit - does it do any good? 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
  14. 14. Campus Visit in Record #’s In Step with tradition: Campus Tours thriving
  15. 15. The Campus Visit DOES Matter Read the New York Times Article
  16. 16. Remember, “It’s all about the visit!” Arts & Science Group Student Poll 2004
  17. 17. 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”
  18. 18. “Effectiveness” Noel-Levitz 2009
  19. 19. “Credibility”
  20. 20. Authenticity
  21. 21. Authenticity - Keep it Real Watch the video Watch more tour prank videos
  22. 22. Authenticity “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  23. 23. Availability Cost Quality Authenticity
  24. 24. History of Higher Education Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
  25. 25. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  26. 26. “I visited and it felt right!”
  27. 27. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  28. 28. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  29. 29. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  30. 30. Inauthenticity Most campus visits render inauthenticity!
  31. 31. 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.”
  32. 32. 10How colleges render authenticity
  33. 33. 1. Know who they are Don’t try to be all things to all people The Ohio State University
  34. 34. 2. Say who they are Draw a line in the sand Baylor University
  35. 35. 3. 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
  36. 36. 3. Reroute beyond amenities Don’t just show the showcase
  37. 37. 5. Let’s repeat, keep it real Show those things specific to your student experience: -small areas of campus that matter -favorite places on and off campus
  38. 38. 6. 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
  39. 39. 7. Champion stories (not statistics) St. Edward’s University
  40. 40. 8. If visitors help create it, it’s more authentic to them Hendrix College University of Louisville
  41. 41. 9. Bigger isn’t better More visitors doesn’t increase yield
  42. 42. 10. Connect with best fit students Hendrix College
  43. 43. “We all want what we want when we want it!”
  44. 44. What’s “Your” Drink?
  45. 45. What’s In Your Bowl?
  46. 46. What’s On Your iPod?
  47. 47. Advice
  48. 48. 13 Tips for Students and Parents
  49. 49. 1. Do your research
  50. 50. Research Online and In Print Why are you visiting? Have questions prepared
  51. 51. 2. Tortoise not the Hare
  52. 52. 3. Know who to ask what
  53. 53. 4. Be civil and polite
  54. 54. 5. Don’t ask dumb questions or 5. Ask dumb questions in private
  55. 55. Ask questions that address your wants (not the needs)
  56. 56. Needs are practical and objective, wants are irrational and subjective
  57. 57. 6. Cut your tour guide some slack
  58. 58. 7. Why do you want to sit in a class?
  59. 59. 8. Experience campus beyond admissions
  60. 60. 9. Experience the town
  61. 61. 10. Take Pictures - it all looks the same
  62. 62. 11. Write down immediate impressions
  63. 63. 12. Everyone can have a bad day
  64. 64. 13. Have Fun! Watch the Yale Video Watch the TargetX Behind the Scene of the Yale Video
  65. 65. ?! Questions Comments Rants Raves
  66. 66. Download Presentation 1. www.targetx.com 2. click “iThink blog” 3. click “Presentation Slides” on left bar 4. click KSU/PLU or 1. www.slideshare.net/targetx
  67. 67. The Campus Visit - An Insider’s Guide Text KSU | PLU Workshop Jeff Kallay, VP Consulting, “Apostle of Authenticity” kallay@targetx.com