Your Campus Visit NACCAP

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2010 Bethel College

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Your Campus Visit NACCAP

  1. 1. Your Campus Visit: Paving the Potholes NACCAP 2010 Text Jeff Kallay, VP Consulting, “Apostle of Authenticity”
  2. 2. The Chronicle of Higher Education Read the Chronicle Article
  3. 3. San Francisco Chronicle SFO Article: The college visit - does it do any good? Read Jeff's blog post
  4. 4. Los Angeles Times LA Times Article: On vacation -- at a college campus Read Trent’s blog post
  5. 5. Los Angeles Times 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
  6. 6. Boston Globe In Step with tradition: Campus Tours thriving
  7. 7. New York Times Read the New York Times Article
  8. 8. US News and World Report Read the US News and World Report Article
  9. 9. University Business Read UB October 2009 Online
  10. 10. Five Campus Visit Potholes
  11. 11. 1 Not Being In Sync
  12. 12. Get In Sync
  13. 13. Students-Admissions Stories-Stats People-Programs
  14. 14. 2 Toxic Levels of Inauthenticity
  15. 15. Watch “Tina the Tour Guide”
  16. 16. Watch “Tina the Tour Guide”
  17. 17. History of Higher Education Recruiting Trends 1980’s Marketing 1990’s Branding 2010’s Authenticity
  18. 18. Time Magazine What’s Next 10 Ideas Changing the World
  19. 19. “To thine own self be true.” -Polonius
  20. 20. “You shall know the truth, and the truth shall set you free.” -Jesus
  21. 21. “Be yourself.” -Graham Nash, Enrique Inglesias, Hawkwind, Audioslave and Mister Rogers
  22. 22. “I visited and it felt right!”
  23. 23. Brands are Mirrors. Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
  24. 24. “I visited and it felt right!”
  25. 25. “Most Influential” Arts & Science Group Student Poll 2004
  26. 26. “Most Trusted” - 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”
  27. 27. “Effectiveness” Noel-Levitz 2009
  28. 28. 3 Tourbots
  29. 29. Invasion of the Tourbots Read the Article
  30. 30. Storytelling is in our blood
  31. 31. Students-Admissions Stories-Stats People-Programs
  32. 32. “I am a man, and men are animals who tell stories.”
  33. 33. Stories are how most of us learn
  34. 34. 20% headlines 20% body copy (to the point) (details) 50% 10% graphic illustrations (visual) (stories)
  35. 35. POP Point of Proof
  36. 36. Great stories engage, give goosebumps, and give a feeling of “suspension”
  37. 37. Storytelling Scale Guest Engagement on 1-10 (highest) 10 our (shared experience) 8 your 6 mine 4 others
  38. 38. 4 Bubble-boy Syndrome
  39. 39. Inform Your Campus
  40. 40. Inform Your Campus
  41. 41. 5 Death March
  42. 42. Presidential Parade of Favorites Don’t just show the showcase
  43. 43. Pave Your “Potholes” 1. Get In-Sync 2. Be Authentic 3. Turn off the Tourbots 4. Burst the Bubble 5. Re-think the Route
  44. 44. Want More? Read Our Blogs: TargetX Blog at www.targetx.com/ithink/
  45. 45. Free on Friday Webcasts Free On Friday Webcasts Watch Past Webcasts
  46. 46. Download Session PDF #1 Go to www.targetx.com click iThink Blog click Slide Presentations #2 Go to www.slideshare.net/targetx #3 Look for email with link
  47. 47. Your Campus Visit: Paving the Potholes NACCAP 2010 Text Jeff Kallay, VP Consulting, “Apostle of Authenticity” kallay@targetx.com

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