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Small College 10 Steps

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Small College 10 Steps

  1. 1. 10 Steps to Better Campus Visits NSCEC 2009 Jeff Kallay, Experience Evangelist
  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 - Recap Ten Steps that make the difference between a tour and an experience - The Lows (let’s hope your school isn’t featured) - The Highs (featuring a near perfect experience) - Questions along the way and at close of session - Give-a-ways (did you submit your business card?) - PDF available online
  3. 3. “I Love My Clients!” - I’ve got the greatest job thanks to them and TargetX - I couldn’t do what I do without them - They are the ones with courage and vision to bring me to their campus and listen to my consultation - The Lows - they know already and are correcting - The Highs - more often than not - All have highs and lows - Did I say, how much “I love my clients!?”
  4. 4. The Experience Economy 101 on Experiences ssi gre ro cP mi Text no Service co fE r yo eo Th Industrial Agrarian
  5. 5. Experiences = Memories
  6. 6. 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”
  7. 7. Remember, “The experience is the marketing.” Arts & Science Group Student Poll 2004 Arts and Science Group
  8. 8. 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
  9. 9. 10 Ten Steps that make the difference between a tour and an experience
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 2. Craft a mini campus experience - Mix in the memorabilia - “ticket stub” California Lutheran University
  14. 14. 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
  15. 15. 4. Spend no money - Engage the “sense of the butt” Millsaps College Albright College Hampshire College Saint Joseph’s University
  16. 16. 5. Tell stories not statistics - Stories render authenticity Hendrix College Lenoir-Rhyne College Albright College
  17. 17. 6. Reveal your school’s nomenclature 7. Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University
  18. 18. 8. Do you have a signature moment? Cerritos Public Library Albright College Westmont College Millsaps College Hampshire College Ursuline College
  19. 19. 9. Mystery shop your tour (and your competitors) The Ohio State University
  20. 20. 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!
  21. 21. The Lows
  22. 22. 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
  23. 23. There’s better parking in Hell - No visitor parking - Not enough visitor parking - No wayfinding signage - Country Mile from Admissions
  24. 24. 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
  25. 25. Am I in a Doctor’s office?
  26. 26. Negative Cues
  27. 27. Negative Cues
  28. 28. Negative Cues
  29. 29. Model Rooms That Aren’t
  30. 30. Tours That Are Too Large
  31. 31. Tours That Are Too Large
  32. 32. Tours That Are Too Large
  33. 33. Tours That Are Too Large
  34. 34. Tours That Are Too Large
  35. 35. Tours That Are Too Large
  36. 36. Disengaged Tour Guides http://www.youtube.com/watch?v=jS1P5LleRDk
  37. 37. Disengaged Tour Guides http://www.youtube.com/watch?v=avYUL1A-WUM
  38. 38. The Highs
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. Not a Doctor’s office! Albright College
  43. 43. Not a Doctor’s office! Philadelphia University
  44. 44. Not a Doctor’s office! Troy University
  45. 45. Not a Doctor’s office! Eckerd
  46. 46. Not a Doctor’s office! Eckerd Birmingham-Southern College
  47. 47. Not a Doctor’s office! Eckerd Birmingham-Southern College
  48. 48. Not a Doctor’s office! Hobart and William Smith Colleges
  49. 49. Not a Doctor’s office! Hobart and William Smith Hobart and William Smith
  50. 50. Not a Doctor’s office! Hobart and William Smith Hobart and William Smith See more at: and William Smith Hobart http://picasaweb.google.com/ExperienceEvangelistCollegeAdmissionAndVisitorCenterImages
  51. 51. Aesthetic/Esthetic Hobart and William Smith Transylvania University
  52. 52. Aesthetic/Esthetic Hobart and William Smith Assumption College
  53. 53. Stories & Storytelling Hobart and William Smith Sain. Edward’s University Hobart and William Smith
  54. 54. Stories & Storytelling Hobart and William Smith
  55. 55. Stories & Storytelling Hobart and William Smith
  56. 56. Stories & Storytelling Hobart and William Smith Hobart and William Smith Hobart and William Smith
  57. 57. Engaging Tour Guides, Memories and Memorabilia Albright Albright College American University
  58. 58. Engaging Tour Guides, Memories and Memorabilia Occidental UArts Louisville
  59. 59. Engaging Tour Guides, Memories and Memorabilia Lenoir-Rhyne College Northern Kentucky University St. Peter’s
  60. 60. Engaging Tour Guides, Memories and Memorabilia Centre College
  61. 61. A Near Perfect Visit Experience
  62. 62. Hendrix College - SACAC school in Conway, Arkansas and member of Associated Colleges of the South - United Methodist - 1100 students, 11-1 faculty ratio, 100% Ph.D - Top Tier National Liberal Arts college - $192 million endowment - $33,198 annual estimate (Princeton Review Best Buy) - 0 Fraternities and Sororities - Loren Pope’s CTCL, “...most beautiful campus...”
  63. 63. Welcome to Ellis Hall 1,500 Individual Day and 15 Hendrix Experience Days Text
  64. 64. Managed the Expectations
  65. 65. Customized parking and welcome
  66. 66. Interaction with Campus First greeting at Ellis Hall Lobby Desk Text
  67. 67. No bulky folder: simple trifold customized brochure
  68. 68. A Customized Experience
  69. 69. The “Helicopter” Lands Parents stay in Admission Visitor Center while prospective student is “walked” to and attends class
  70. 70. Interaction with Campus Attend a class - good chance it will be outdoors Text
  71. 71. Student “Walkers” tell stories (vs. stats)
  72. 72. Interaction with Campus Birthday Tradition - visitors encouraged to feel water Text
  73. 73. Sensory Engagement Crunching pecan shells, like crunching snow unique “leg shake” to remove them from shoes
  74. 74. Mailbox and Memorabilia
  75. 75. “National” Signature Moment
  76. 76. What Makes the Experience? - VP “who gets it” not afraid to challenge status quo - Rethought people and positions - Re-appropriated funds and budget - Director of Campus Visits, no travel, 24/7 - It didn’t happen overnight - Tweak, refine, and refresh the experience - Took a perceived negative cue (geography) and made it work in their favor - longer time on campus - Keep it real and authentic
  77. 77. The Hendrix HEAT - Six Admission Interns (Sheriffs) - 70 member Hendrix Heat (Hendrix Experience Admission Team) based on personality and schedule not all give tours: airport transport walkers overnight hosts visitor center sitters residential walk lunchers - “Gatekeeper Mentality” - Prospective students interact with several students
  78. 78. The Experience IS the Marketing! After one year (currently in third year): - Largest and brightest freshmen class - First time out-of-state went over 50% (55%) - Significant cross-app with out of region schools - Lower discount rate - Freshmen herald “The Hendrix Experience” - 70 freshmen applied to be members of HEAT
  79. 79. The Experience IS the Marketing! Individual Visit increases 48.8% Yield Total Visits App. Visits Yield 2003 1008 574 28.7% 2004 1157 674 33.6% 2005 1229 614 30.6% 2006 1408 718 35.8% 2007 1500 754 37.6%
  80. 80. Challenges You Face: - That’s how we’ve always done it! Status Quo. - There’s no budget available - Fear of change - What will happen if we reduce travel or publications? - We don’t have the staff available - Our tour guides won’t cooperate - We can’t get support from rest of campus - Is this just another admissions fad or trend?
  81. 81. Overcoming Challenges: - Like branding initiatives, publications, and website, creating an experience doesn’t happen overnight - Revisit staff responsibilities and budget - Draft a strategy and timeline - Develop phases to implement experiential ideas - Educate and get buy-in campus wide - Start with easy to implement ideas and add gradually - If something “fails,” drop it and move on - Keep it real and authentic to your school
  82. 82. It takes an entire campus: “Whatever we accomplish belongs to our entire group. A tribute to our combined effort” - Walt Disney “People may not remember what you did or said, but they will always remember how you made them feel.” - Jeff Kallay
  83. 83. Recommended reading TargetX Knowledge Center targetx.com “click knowledge center” The Experience Economy & Authenticity Joe Pine and Jim Gilmore Brand Sense Martin Lindstrom The Experience Evangelist Blog
  84. 84. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
  85. 85. “People won’t always remember what you said, but they will remember how you made them feel!”

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