Lessons Learned


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Lessons Learned

  1. 1. Lessons Learned Business Practices for College Marketing & Recruiting
  2. 2. 410 Colleges/Universities 97% Retention Rate Profitable w/No Debt Fastest Growing Private $2,000 Personal Investment Cash Flow Positive
  3. 3. Interesting details hiding the fact that this guy has no idea how highered works.
  4. 4. What bugs you most about implementing new ideas at your institution?
  5. 5. We don’t seem to have time for that.
  6. 6. Needing to be in control of the message, not wanting to take risks, fearing the 1% that may abuse it.
  7. 7. Good ideas get ruined or watered down at the middle manager level due to fear and inexperience.
  8. 8. New ideas do not happen often enough.
  9. 9. Need to copy or only do things that others are already doing.
  10. 10. How many people need to voice an opinion.
  11. 11. Change will not come if we wait for some other person or some other time. We are the ones we've been waiting for. We are the change that we seek. 
  12. 12. Managing Expectations Situational Analysis Brian Goes Crazy Your Responsibility
  13. 13. 1 Declaration 4 Examples 1 Story
  14. 14. The Pedagogical Divide of 2009.
  15. 15. I’m a professor and I have knowledge. You’re a student and an empty vessel. Get ready, here it comes. Your goal is to take this information into your short term memory and through practice and repetition, build deeper cognitive structures so you can recall it to me when I test you.
  16. 16. A definition of a lecture is the process by which the notes of the teacher go to the notes of the student without going through the brains of either.
  17. 17. Non-Sequential. Interactive. Asynchronous. Multi-tasked. Collaborative.
  18. 18. Talk At Teaching
  19. 19. Talk At Marketing
  20. 20. 15% 10%
  21. 21. I.O.U.
  22. 22. DENIED 100 Most $$$ Needy Accepts
  23. 23. $47k per year $20k per year
  24. 24. Is an undergraduate degree from Northeastern worth $108k more than an undergraduate degree from UConn?
  25. 25. Dec 2008 March 2009 73% 93% University Research Partners, 2009
  26. 26. June 2009 71% National Association for College Admission Counseling
  27. 27. Julius, a! 17 $ 116,248 $ 160,345 $ 106,839 $ 111,701 $ 194,050
  28. 28. 53% U.S. Department of Education, 2009
  29. 29. Whew!
  30. 30. Language.
  31. 31. You provide a service. You accept money for it. You have delivery costs. You pay people. You may (or not) have profits.
  32. 32. It’s a Business. It’s time to stop thinking it’s something else!
  33. 33. Business Consumers or Customers Sales & Marketing Costs, Return, Investment Experience
  34. 34. Sales.
  35. 35. Salesperson if your admissions people don’t like that, they should get another job
  36. 36. Match the product or service you offer with people who have a demand for that product or service.
  37. 37. Hire different people. Train them differently. Provide different tools. Create different plans. Set different goals.
  38. 38. Sales Tip #1 If you listen, your customers will tell you what they want.
  39. 39. Sales Tip #2 Ask the prospective customer for their business.
  40. 40. The customer is always right. Just not always right for us.
  41. 41. The sales team should be the highest paid people in the organization.
  42. 42. 62% Noel Levitz, 2009
  43. 43. Support.
  44. 44. 6X Xerox Sales Training Institute
  45. 45. It takes a community.
  46. 46. Urgency.
  47. 47. Complacency.
  48. 48. False Urgency.
  49. 49. Hiring lots of Consultants.
  50. 50. Trouble Scheduling Meetings.
  51. 51. Run from meeting to meeting.
  52. 52. Deadlines regularly missed.
  53. 53. Authenticity.
  54. 54. We’re such a friendly place! Even the teachers know my name and say “hi” to me!
  55. 55. 4,276
  56. 56. Differentiate or Die. (but be authentic)
  57. 57. What’s your elevator pitch?
  58. 58. “Average Kids Succeed Here.”
  59. 59. • We each are accountable for our actions and time management. Deadlines are met. • We understand this is not a typical 9-5 job. • We seek to help each team member grow as a professional inside the boundary of the company's overall strategic direction. Customer Service • We believe our customers come first - we "exceed their expectations" at all levels. Our Vision • We understand that our customers expect a quick, thorough response. TargetX was founded on the idea that college students have changed the way they select a college and thus • We provide solutions clients need, training to get them started, reactionary support and consulting to colleges need to change how they communicate with future students and alumni. !Products and services are support their efforts and proactive communication to maintain the relationship. developed that are practical, easy to use, and feature-rich. !But the real value to the customer comes from the • We reflect a positive attitude in our communications. expertise of the TargetX team. !Clients benefit from the wisdom of professionals who are dedicated to providing • We believe the answer is either "Yes" or we seek out and provide alternatives. forward-looking, practical advice and solutions. !It is this unique combination of technology and expertise that propels TargetX to the forefront of higher education marketing. Effective Solutions Our Mantra • We do not embrace fads but instead provide tools and services that are proven to be effective. • We prioritize building effective user-interfaces for the client.! "Overthrowing Dead Culture" • We focus on continual development of each product. Tools, techniques and messages that have been utilized for over 20 years to recruit and communicate with future college students have long outlived their effectiveness. In light of changing generational traits (both student and Business Finances parent) and increased access to the Internet to seek out information and make online connections, colleges must • We focus on maintaining a profit through aggressive sales goals and cost containment. abandon their traditional "talk-at," controlling ways of marketing and recruiting, and instead embrace stories, • We are fierce about minimizing expenses by seeking more efficient, or less costly means. conversations and authenticity. TargetX's vision is to change the way colleges market by overthrowing traditional strategies and tactics. • We share the financial status of the company with all team members. Our Values Family Comes First • We believe that for our team to be working at their best, they must also be able to provide for and Industry Expertise support their respective family. • We hire individuals with experience frequently in higher education admissions and marketing. • We provide a thorough benefits program and understand the need for occasional flexible work hours • We utilize their expertise to the benefit of both the company and the client. and location. • We hire people "smarter than us" in their particular area of expertise. • We assign ownership responsibilities, empower team members and get out of their way. Social Responsibility • We embrace a philanthropic effort called "The Power of X" to give back to the non-profit community.! Team Work • We give 1% of our profits, 1% of our product and 1% of our team's time to nonprofit efforts. • We practice open, honest, respectful communication and active listening. • We never stop asking questions, are always learning and emphasize sharing. • We provide a positive work environment that balances hard work and personal enjoyment. • We each offer equal levels of energy, focus and a sense of urgency.
  60. 60. Focus.
  61. 61. What is your college “in business” for?
  62. 62. Bookstore Food Services Information Technology Housing what’s next?
  63. 63. What are you NOT?
  64. 64. Do what you do best. Outsource the rest.
  65. 65. Leadership.
  66. 66. Shared Governance
  67. 67. Clear vision Hire great people Get out of their way Hold them accountable!
  68. 68. Death to the !!
  69. 69. A committee is a group of people who individually can do nothing, but who, as a group, can meet and decide that nothing can be done.
  70. 70. A decision is what one makes when he can't find anybody to serve on a committee.
  71. 71. Any committee that is of the slightest use is composed of people who are too busy to want to sit on it for a second longer than they have to.
  72. 72. The optimum committee has no members.
  73. 73. A committee is a group that keeps minutes and loses hours.
  74. 74. A committee is where all good ideas go to die.
  75. 75. Professional Development.
  76. 76. Accountability.
  77. 77. Everyone is replaceable. Everyone is accountable. Everyone has ownership.
  78. 78. Do you know what you spend your time doing?
  79. 79. Experience.
  80. 80. Economic Progression • Agrarian • Industrial • Service • Experience
  81. 81. Avoid Commoditization Charge a Premium Price Pay When Never Did Before Sell Memories
  82. 82. Stories.
  83. 83. Stories not Stats. Text People not Programs. Michael Sexton, Dean of Admissions, Lewis & Clark College
  84. 84. Give Back.
  85. 85. 1% of Profit 1% of Product 1% of Time
  86. 86. 1% of Time
  87. 87. Language Leadership Sales Development Support Accountability Urgency Experience Authenticity Stories Give Back
  88. 88. Back to you.
  89. 89. There are many ways of going forward. But only one way of standing still.
  90. 90. We are the change that we seek.
  91. 91. Never underestimate the power of a few dedicated people to change the world. It’s the only thing that ever has. Margaret Mead, Anthropologist
  92. 92. Lessons Learned Brian Wm. Niles niles@targetx.com | brianwmniles