2010 Conference at UGA

1. Campus Visits
What Can We Do Better?
Text
NAADA 2010
Jeff Kallay, VP Consulting, “Apostle of Authenticity”

2. What Do They Want?
- Basics that work
- Honesty and Authenticity
- Information and Insider Tips
- Customizaton - They want what
they want when they want it

3. The Chronicle of Higher Education
Read the Chronicle Article

4. San Francisco Chronicle
SFO Article: The college visit - does it do any good? Read Jeff's blog post

5. Los Angeles Times
LA Times Article: On vacation -- at a college campus Read Trent’s blog post

6. 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

7. Boston Globe
In Step with tradition: Campus Tours thriving

8. New York Times
Read the New York Times Article

9. US News and World Report
Read the US News and World Report Article

10. University Business
Read UB October 2009 Online

11. Fix the Basics
- Campus Visit Info on Web
- Registration/Confirmation/Expecation
- Wayfinding Signage
- “A Clean, Well-Lighted Place”
- Especially those Restrooms

12. Five Campus Visit Potholes

13. 1
Not Being
In Sync

15. Get In Sync

16. Students-Admissions
Stories-Stats
People-Programs

19. 2
Toxic Levels of
Inauthenticity

20. Watch “Tina the Tour Guide”

21. Watch “Tina the Tour Guide”

22. History of Higher Education
Recruiting Trends
1980’s Marketing
1990’s Branding
2010’s Authenticity

24. I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
AUTHENTICITY

25. Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self-image.

26. “I visited and it
felt right!”

27. “Most Influential”
Arts & Science Group Student Poll 2004

28. “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”

29. “Effectiveness”
Noel-Levitz 2009

30. 3
Tourbots

32. Invasion of the Tourbots
Read the Article

33. Storytelling is
in our blood

34. Students-Admissions
Stories-Stats
People-Programs

35. “I am a man, and
men are animals
who tell stories.”

36. Stories are
how most of
us learn

38. 20% headlines 20% body copy
(to the point) (details)
50%
10% graphic
illustrations
(visual)
(stories)

39. POP
Point of Proof

40. Great stories engage,
give goosebumps, and
give a feeling of
“suspension”

41. Storytelling Scale
Guest Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others

42. 4
Bubble-boy
Syndrome

44. Inform Your Campus

45. Inform Your Campus

46. 5
Death March

48. Presidential Parade of Favorites
Don’t just show the showcase

49. Presidential Parade of Favorites

50. 6
Death by
PowerPoint

63. 6:40

71. Pecha Kucha is the Goal
Shorter Presentations
Less Talking At
More Time Out on Campus
More Human

72. Centre College - Centre by the Numbers Prezi

73. 5 Steps for Change
1. Pecha Kucha is the Goal for all
Admission Presentations
2 Become the Pecha Kucha Expert
3. Study, Join and Create
4. Educate the Rest of Campus
5. Set Presentation Guidelines/Rules
and Create Templates:
Limit Text, More Photos More Stories

74. Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/

75. Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts

76. 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

77. Campus Visits
What Can We Do Better?
NAADA 2010
Text
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
kallay@targetx.com