WACRAO Stories 2009

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From the 2009 Conference in the Wisconsin Dells

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WACRAO Stories 2009

  1. 1. Stories Render Authenticity (Keeping it Real to Recruit Students) WACRAO - Wisconsin Dells - November 2009 Jeff Kallay Experience Evangelist
  2. 2. Take-away: 1. We’re craving authenticity 2. Stories render authencity 3. Great experiences are anchored in stories
  3. 3. Take-away: TargetX Swag Bag Drop your business card in the bag to qualify for free stuff
  4. 4. Your Favorite Wisconsin Dells Memory or Story?
  5. 5. Generational Shift
  6. 6. GI Generation (1901-1924) Silent Generation (1925-42) Baby-Boomers (1943-60) Generation X (1961-81) Millennials (1982-2001) Homeland? (2001-?)
  7. 7. Millennials Kaitlin Caitlin Kate Lynn
  8. 8. Authenticity and Stories Connect with Millennials -raised on technology and the web -“want what they want when they want it”
  9. 9. Remember: “We’re craving authenticity”
  10. 10. Brand Analogy Car Restaurant Retailer
  11. 11. Bring Back the Love
  12. 12. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  13. 13. The Persuaders
  14. 14. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  15. 15. Authenticity The new consumer demand “We are searching to get a grip on what counts for people in their personal and business lives.” Pine and Gilmore’s website
  16. 16. Availability Cost Quality Authenticity
  17. 17. Quality. No Longer Differentiates Difficult to Define in Higher Education
  18. 18. Everyone Looks the Same Universities not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  19. 19. 1980’s Marketing 1990’s Branding 2000’s Authenticity
  20. 20. I’m an OK lover, but afterwards I like to Me too! snuggle and talk. AUTHENTICITY
  21. 21. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  22. 22. “I visited and it felt right!”
  23. 23. Authenticity The new consumer demand “America has toxic levels of inauthenticity. Time Magazine Report
  24. 24. Inauthenticity That is the fundamental problem with advertising: it’s a phoniness generating machine.
  25. 25. Inauthenticity The easiest way to be perceived as phony is to advertise things you are not.
  26. 26. Inauthenticity Most higher education marketing renders inauthenticity!
  27. 27. Honest College Ad - from collegehumor.com
  28. 28. 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.”
  29. 29. Know who you are Don’t try to be all things to all people The Ohio State University
  30. 30. Say who you are Draw a line in the sand Baylor University
  31. 31. 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 (or tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
  32. 32. Reroute beyond amenities Don’t just show the showcase
  33. 33. If you’re afraid to say (or show) it, say (or show) it
  34. 34. 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
  35. 35. Champion stories (not statistics) St. Edward’s University
  36. 36. Building Brand Recognition Hasn’t Been Harder
  37. 37. Don’t think Branding Think Storytelling
  38. 38. Remember: “Stories render authenticity”
  39. 39. Storytelling is in our blood
  40. 40. “I am a man, and men are animals who tell stories.” Clive Barker
  41. 41. Stories are how most of us learn
  42. 42. Visual (logo) 10% Details (body copy) To the point 20% (headline or chart) Story 20% (photo and caption) 50%
  43. 43. Three type of stories
  44. 44. 1. Discovery and coming of age
  45. 45. 2. Conflict and resolution
  46. 46. “message from ben and matt”
  47. 47. 3. Illustration
  48. 48. Quote
  49. 49. POP Stories are Your Point of Proof
  50. 50. Find your stories by asking questions (and by listening)
  51. 51. Ask questions that answer the wants not the needs of your various audiences
  52. 52. Needs are practical and objective, wants are irrational and subjective
  53. 53. Needs are practical and objective, wants are irrational and subjective
  54. 54. Ask your students: Why did you choose this school? What did you want from college? What is your favorite place on campus? What is your favorite memory? Who best represents your school? Who shouldn’t enroll here?
  55. 55. Tell the truth and keep it real
  56. 56. Transparency Differentiation Connections Stories Profiles
  57. 57. Remember: “Great experiences are anchored in storytelling”
  58. 58. Buy the book and listen on the web
  59. 59. Story Telling Scale Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  60. 60. Today the most most important conversation is not the marketing monologue but the dialogue between your audience
  61. 61. Talk with, not at
  62. 62. You have to give people the tools to create their own stories, memories, and experiences
  63. 63. Visit StoryCorps
  64. 64. The Participation Age Listen and Observe Be Transparent Give up Some Control Participate Yourself
  65. 65. Take-away: 1. We’re craving authenticity 2. Stories render authencity 3. Great experiences are anchored in stories
  66. 66. Jeff’s Bookshelf
  67. 67. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides
  68. 68. Stories Render Authenticity (Keeping it Real to Recruit Students) WACRAO - Wisconsin Dells - November 2009 Jeff Kallay Experience Evangelist

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