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Authenticity NASCUMC 07-10
1. The Wesley Brothers
Embraced Authenticity -
Your Institution Should Too
Text
NASCUMC
Trent Gilbert, Chief eXperience Officer
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
25. 1. Cut through the Clutter
3000-5000 marketing messages a day
Watch The Persuaders
26. 2. Know who you are
Don’t try to be all things to all people
The Ohio State University
27. 3. Say who you are/declare something
Draw a line in the sand
Baylor University
28. 3. Say who you are/declare something
Draw a line in the sand
2011 Jeep Grand Cherokee
29. 4. 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
30. “Most colleges gave too
much of a glossy image of
themselves. The end result
is that they all come to look
inherently the same.”
37. 6. If you’re afraid to say it, say it
Domino's Turnaround
38. 6. If you’re afraid to show it, show it
Show those things specific to your students’ experiences:
-what are those small areas of campus that matter?
-what’s your students’ favorite places/spaces on campus?
39. 7. 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
40. 8. Champion stories (not statistics)
“I am a man and men are
animals who tell stories.”
49. “It felt right”
LA Times Article: On vacation -- at a college campus Read Trent’s blog post
50. “It felt right”
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
51. Campus Visit in Record #’s
In Step with tradition: Campus Tours thriving
52. It’s all about the experience
Read the New York Times Article
54. 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”
56. 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.”
58. The Wesley Brothers
Embraced Authenticity -
Your Institution Should Too
Text
NASCUMC
Trent Gilbert, Chief eXperience Officer
Jeff Kallay, VP Consulting, “Apostle of Authenticity”