managing change
DESCRIPTION
Presentation at NAGAP 2009 Annual Conference in NYC by Brian NilesTRANSCRIPT
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Managing ChangeHow to Succeed in a Recruiting World
of Overwhelming Change
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Albright College Undergraduate AdmissionsLa Salle University Graduate Admissions
NAGAP 1995 - “What is WWW?”Started TargetX in 1998 - Email Campaigns
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Integrated CRM SolutionOnline Application / Event Manager
Email Campaigns, Online ChatsBlogs & Social Networks
Campus Visit AuditsSearch & Creative Services
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350 College & University Clients
Online. In Print. In Person.
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What did you learn at NAGAP?
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What roadblocks do you foresee?
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Searching OnlineStealth Prospects
Unopened Direct MailEasier to Apply to More Schools
Parental Involvement ContinuesLonger Search Timeline
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The Real StoryThe Real Cost
Frustrating WebsitesCorny, Uninspiring Offers
Inauthentic Visit ProgramsTalking About You Online
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Humans instinctively resist change.
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10 Ways toManage Change
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10 Ways to Lead Change
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1Differentiate or Die
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The MBA for theWorking Professional.
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“Where Smart People Go.”
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Quality No Longer Differentiates.
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2009 J.D. PowersMost Reliable Cars
Buick & Jaguar(Lexus dropped to 2nd)
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Stop Studying Your Competition.
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Commodityanything for which there is demand, but which is supplied
without qualitative differentiation across a market
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Stories not Stats.People not Programs.
Text
Michael Sexton, Dean of Admissions, Lewis & Clark College
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What’s your elevator pitch?
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What’s your Twitpitch?
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2Do What You Do Best(oursource the rest)
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What is your college“in business” for?
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BookstoreFood Services
Information TechnologyHousing
what’s next?
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3Get Everyone On Board(or get them off)
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Everyone is replaceable.Everyone is accountable.Everyone has ownership.
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Do you know what your staff spend their time
doing?
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4Share Information(especially financials)
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Knowledge is Power.Empower your People.
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Hire the best people you can afford, pay them well, get out
of their way.
TargetX Human Resources Strategy, 1998-Present
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5Question Everything
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Communication PlanOff-Campus vs. On-Campus
Staff & Their RolesThe Recruiting Budget
Your Students
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6Change Your Language
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You provide a service.You accept money for it.You have delivery costs.
You pay people. You may (or not) have profits.
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It’s a Business.Stop thinking it’ssomething else!
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BusinessConsumers or Customers
Sales & MarketingCosts, Return, Investment
Experience
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Train staff differently.Provide different tools.Create different plans.
Set different goals.
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7Read Different Stuff
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8Participate Online
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Watch. Listen.Participate. Share.
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9Read & Measure Everything(but go with your gut)
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Pew.orgNoel-Levitz
Harris Interactive
Our Delicious Account
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Resist the Fad.
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10Take the Chairs Away
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SubigentesHumanitas
Mortuas
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OverthrowingDead Culture
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The Times They Aren’t a Changing.
They already have.