macac 50 campus visits
TRANSCRIPT
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50 Campus Visits In One Year:
The Highs and LowsJeff Kallay, Experience Evangelist, TargetX
Kevin Kropf, Director of Admission, Albion College
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- 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
Let’s Manage Expectations
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“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!?”
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The Experience Economy 101
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Experiences = Memories
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Experience marketing is about:
1. Repelling commodization 2. Charging a premium price3. Persuading consumers to pay when they never did before4. Selling “Memories”
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Arts and Science Group
Remember, “The experience is the marketing.”
Arts & Science Group Student Poll 2004
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Arts and Science Group
The experience is higher education marketing
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”
- 84% use the web most heavily in researching colleges- 71% say the campus visit is the most trusted source of information
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10Ten Steps that make the difference between
a tour and an experience
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1. Integrate the four E’sHigher Education is the experience economy: 4 E’s
Entertainment Education
Esthetic Escape
Strategic Horizons, LLP
Absorption
Immersion
Active ParticipationPassive Participation
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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
Text
Elon University
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2. Craft a mini campus experience
- Mix in the memorabilia - “ticket stub”
California Lutheran University
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3. Set the expectation - Before guests arrive (online, email, & mail) - Explain route (will and won’t be seen)
Map courtesy of Lenoir-Rhyne University and Sketches
Lenoir-Rhyne University
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4. Spend no money
- Engage the “sense of the butt”
Albright College
The Saint
Joseph’s
University
Millsaps College
Hampshire
College
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4. Spend no money
- Engage the “sense of the butt”
Albion College
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5. Tell stories not statistics
- Stories render authenticity
Lenoir-Rhyne University
Hendrix College
Lenoir-Rhyne University
Lenoir-Rhyne UniversityLenoir-Rhyne UniversityLenoir-Rhyne University
Albright College
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5. Tell stories not statistics
- Stories render authenticity
Albion College
Lenoir-Rhyne University
Lenoir-Rhyne UniversityLenoir-Rhyne UniversityLenoir-Rhyne University
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6. Reveal your school’s nomenclature7. Keep it real - do what’s authentic to
your campus and experience
California Lutheran UniversityMillsaps College
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8. Do you have a signature moment?
Westmont College
Hampshire College
Albright College
Cerritos Library
Hampshire College
Milsaps College
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8. Do you have a signature moment?Hampshire College
Albion College
Albion College
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9. Mystery shop your tour (and your competitors)
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10. Top Ten Tidbits for Tour Guides1. 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!
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The Lows
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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
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There’s better parking in Hell- No visitor parking- Not enough visitor parking- No wayfinding signage- Country Mile from Admissions
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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
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Am I in a Doctor’s office?
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Negative Cues
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Negative Cues
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Negative Cues
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Model Rooms That Aren’t
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Tours That Are Too Large
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Tours That Are Too Large
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Tours That Are Too Large
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Tours That Are Too Large
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Tours That Are Too Large
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Disengaged Tourbots
http://www.youtube.com/watch?v=avYUL1A-WUM
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The Highs
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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
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It’s like parking in Heaven- Easy to find visitor parking- Tons of visitor parking- Wayfinding signage - Close to Admissions
Occidental Occidental
Southern New Hampshire
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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
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Not a Doctor’s office!
Albright College
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Not a Doctor’s office!
West Virginia University
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Not a Doctor’s office!
Troy University
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Not a Doctor’s office!
Hobart and William Smith
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Birmingham-Southern College
Not a Doctor’s office!
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Birmingham-Southern College
Not a Doctor’s office!
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Not a Doctor’s office!
Hobart and William Smith
Hobart and William Smith Hobart and William Smith
See more at: http://picasaweb.google.com/ExperienceEvangelistCollegeAdmissionAndVisitorCenterImages
Hobart and William Smith
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Aesthetic/Esthetic
Hobart and William Smith
Transylvania University
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Aesthetic/Esthetic
Hobart and William Smith
Assumption College
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Stories & Storytelling
Hobart and William Smith
Hobart and William Smith
St. Edwards
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Stories & Storytelling
Hobart and William Smith
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Stories & Storytelling
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Stories & Storytelling
Hobart and William Smith
Hobart and William Smith Hobart and William Smith
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Engaging Tour Guides, Memories and Memorabilia
American University
Albright
Albright College
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Engaging Tour Guides, Memories and Memorabilia
Occidental College
UArts
University of Louisville
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Engaging Tour Guides, Memories and Memorabilia
Lenoir-Rhyne University Northern Kentucky University
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Engaging Tour Guides, Memories and Memorabilia
Centre College
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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
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Recommended reading
TargetX Knowledge Centertargetx.com “click knowledge center”
The Experience Economy & AuthenticityJoe Pine and Jim Gilmore
Brand SenseMartin Lindstrom
The Experience Evangelist Blog
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Download Session PDFwww.targetx.com>click “iThink Blog”>Presentation Slides
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50 Campus Visits In One Year:
The Highs and LowsJeff Kallay, Experience Evangelist, TargetX
Kevin Kropf, Director of Admission, Albion College