Supporting Higher Education Business Leaders

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W E LC O M E T O

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in this issue

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safety firstHow schools are coping and adjusting

06prove itSelling the value of higher ed

10Building BlocksObstacle Course, The Intelligence Question, and Fasten Your Seatbelts

12Supporting Healthcare Heroes CSA jumps in to help frontline workers meet printing needs

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THE EDGEThe leaders who seem to have the competitive edge are typically the ones who have an ability to anticipate change, adapt quickly, and navigate an increasingly complex world. And those abilities are usually born from a deep understanding and commitment to a bigger purpose. In other words, their ability to build sustainable success stems from having remarkable clarity on who they are and why they exist.

The challenge for higher education practitioners is that you rarely get a chance to step outside of your day-to-day operations and strategize. You are so busy working within the school and taking care of your students and faculty that you don’t get the chance to work on new ideas and models.

Welcome COVID-19. If there is a silver lining to the whole pandemic, it may just be the opportunity it provides to strategically reboot. Getting the edge in this environment may seem hard when you are overloaded with the day to day and handling of the crisis. However, setting time aside to remind yourself of the purpose of your school’s existence has never been more important. Finding your purpose is the first step in figuring out how to achieve the goals that excite and inspire you.

At Canon Solutions America, we have done some work on our own purpose and we like what we found. The ability to elevate the efficiency and communication of our higher ed customers and help them magnify their creativity makes us jump out of bed in the morning. We have discovered that having a purpose beyond financial rewards is rewarding in itself. Our entire offering and the success created for our clients are simply the result of the “why” that drives us.

We recommend taking a moment away from the business to find the edge for success by rediscovering your purpose in this awkward period. And maybe, on some small level, this issue of EnvisionED can provide some inspiration. Our cover story, “Safety First: How schools are coping and adjusting,” should provide some ideas on how to manage this moment. And our second feature, “Prove It: Selling the value of higher ed” could be a great prompt for some of that strategic thinking. Specifically, it discusses the value of higher education in this new world. We hope both articles provide you the edge you are looking for.

Warmest wishes and happy holidays,

Peter Kowalczuk PresidentCanon Solutions America

Winning in the higher ed space often begins with an

ambition to deliver an exceptional student

experience, whether that’s improving security, designing

hands-on curriculums, or creating an inviting and

inclusive culture.

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Terry Flannery, PhD and Interim Vice President for Marketing and Communication at Stony Brook University says that schools are stepping up to the challenge. Efforts around safety protocols allow her to have no issue with students being back on campus. However, concerns about how students are handling the pandemic and upheaval are top of mind.

“One thing that has come through loud and clear from our students is how isolated and disconnected they feel. They are yearning to have more in-person classes and connections,” Flannery says.

And while Stony Brook has demonstrated that they can maintain a safe campus environment, they want to encourage more faculty to offer their spring courses for in-person or hybrid learning. “We know that the country is facing another wave of cases, so we may have to retrench for a period,” says Flannery. “When that has passed, our students desperately need us to be here for them in person.”

The mental side effects of the pandemic have yet to be chronicled completely. But, higher education professionals around the country have a courtside seat to the impact on their students. They do not need a research study to tell them that kids today are hurting and that the platform and structure of college can be downright cathartic right now.

Flannery tells us that Zoom has offered a chance for students to engage and connect with faculty and that has anecdotally created some emotional support. She speaks of how the Stony Brook VP for Student Affairs, who teaches a master’s program course, asked his class what he could do to improve the course. The students unanimously agreed that they wished he

n what can only be considered the oddest period of time in modern history, many of the issues are falling square in the lap of academia. Not only are we dealing with the physical

wellbeing of all of our stakeholders, but the health of students and faculty have become paramount.

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SAFETYFIRST How schools

are coping And adjusting

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would open the Zoom link 30 minutes before class, or leave it open 30 minutes after, just so they could interact with their classmates informally. This simple idea drives home the fact that a generation of students is longing for connection and that they need to lean on their schools.

The effects of the pandemic on our community’s mental health is paramount. Ramping up things like telecounseling is a great example of how to support the student body. Internal marketing programs that make sure that students are aware of all of the available resources and support programs in short order.

Part of the solution to the mental health issues comes from proving the safety of your school. The ability to operate safely in-person instills confidence in both students and faculty, which mutually feed off of one another. Flannery is thrilled that due to Stony Brook’s surveillance testing, consistent guidance on masks, social distancing, and de-densifying spaces from classrooms to residence halls to offices, they have been able to operate in-person for 13 weeks. She proudly states, “Our positivity rate is far lower than the surrounding areas. It turns out being on campus is safer for many of our students than if they were in their home communities.”

Most campuses across the country, large and small, have adapted by installing new best practices around safety. These include items like required testing before arrival, frequent surveillance testing and contract tracing, ample isolation and quarantine space, and empowerment of the students to follow guidance and encourage their peers. Flannery reminds us, “They want to be here. They don’t want anyone to compromise that.”

THE HEALTHY WAYLisa Snedeker, Director of Communications and Marketing for the Norman Adrian Wiggins School of Law at Campbell University, is proud that they have remained primarily in-seat throughout the fall semester. She says, “The majority

of our first-year class has been in the building taking classes as well as many of our second- and third-year students. Only students who are not feeling well, didn’t pass the health assessment, or are compromised or live with someone who is compromised are allowed to tune into class virtually.”

According to Snedeker, “All of our students, faculty and staff are required to do a daily health assessment. We have digital thermometers on stands at each of our building’s entrances so your temperature is checked when you enter and we have tripled the number of hand sanitizer stations throughout the building.”

Schools have been remarkably diligent in their efforts to keep people safe. However, they know that their primary focus is the personal growth of those same individuals. As Flannery explains, “We’re in the business of human development, and that happens through the magic of many powerful human encounters. The interactions with peers, faculty and staff—both formal and informal—are fundamental to student development, and cannot easily be replaced by remote interactions.”

The passion that educators have for supporting and inspiring will never disappear. That is what makes

“WE KNOW THAT THE COUNTRY IS FACING ANOTHER WAVE OF CASES, SO WE MAY HAVE TO RETRENCH FOR A PERIOD. WHEN THAT HAS PASSED, OUR STUDENTS DESPERATELY NEED US TO BE HERE FOR THEM IN PERSON.” — TERRY FLANNERY, PhD AND INTERIM VICE PRESIDENT FOR MARKETING & COMMUNICATION, STONY BROOK UNIVERSITY

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everyone come alive on campus. And while many of the professors are teaching behind plexiglass and everyone is required to wear a mask at all times, connecting with other students and faculty is critical to both the students’ wellbeing and their long-term growth.

The school’s desire to impact lives is what dominates their minds. Flannery says, “We want to see faces—all of them. We need students on the quad, fans in the stands at Homecoming, parents and families at Commencement, and an inauguration ceremony for our new president. I want us all to return to the rituals and rhythms of normal life in higher education, as soon as possible.”

Snedeker adds, “I am not sure about it all, but I can say that all of the measures we have put in place have made me feel comfortable working on campus.” And now that schools have adapted, it is time to soar.

The authors and publishers of this content are not engaged in the rendering of professional advice or services including, without limitation, legal or regulatory advice or services. Individuals and organizations should perform their own research and conduct their own due diligence concerning the products and suggestions discussed in this article or the advisability of a particular solution as it relates to regulatory and statutory compliance.

“I AM NOT SURE ABOUT IT ALL, BUT I CAN SAY THAT ALL OF THE MEASURES WE HAVE PUT IN PLACE HAVE MADE ME FEEL COMFORTABLE WORKING ON CAMPUS.” — DIRECTOR OF COMMUNICATIONS & MARKETING, NORMAN ADRIAN WIGGINS SCHOOL OF LAW AT CAMPBELL UNIVERSITY

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PROVE ITSELLING THE VALUE

OF HIGHER ED

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The pandemic has wreaked havoc on all of our lives and higher education is not immune. The next generation, Gen Z, was already placing a great amount of value on emerging at a time when authentic experiences matter. While most of the Gen Z population has yet to truly define themselves, a lot of people, regardless of age, are tired of the constancy of technology and the sharing of every waking moment. We are all hungry for the kind of memories that belong just to us.

Chris Childers, Director of Marketing for North Park University, says, “For the Gen Z audience, authentic means being truthful, relevant and true to the lives they and their peers are living. Anything that appears fake or inauthentic is to be avoided. Only credible recommendations from friends or influencers are trusted.” The next generation was already craving unique stories.

father tells his high school senior son about his amazing time in college. He laughs out loud as he shares the details of his experiences. He passionately talks about the friends he made and the best spots to go on campus. After this long-winded trip down memory lane, the son finally interrupts him with a perplexed look on his face.

He looks him in the eye and says, “Dad, you had some amazing experiences at school but do you think COVID has ruined my chances of creating my own stories?”

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A“For the Gen Z audience, authentic means being truthful, relevant and true to the lives they and their peers are living. Anything that appears fake or inauthentic is to be avoided.” — CHRIS CHILDERS, DIRECTOR OF MARKETING, NORTH PARK UNIVERSITY

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But COVID-19 has changed some things and has accelerated questions around the value of higher education. Many institutions are facing more scrutiny and skepticism. Some polls have shown that people are curious about the cost-benefit analysis of college within the current landscape. According to Jay Blanton, CCO at the University of Kentucky, “In a time of heightened anxiety and insecurity—as is the case during the pandemic—those concerns, and to some degree that skepticism, is understandably heightened and deepened.”

At the University of Kentucky, a flagship and land-grant institution, they have made access to school a top priority. Their research underscores the importance of

addressing unmet financial need as it is likely the chief impediment to student success. In fact, they shifted their financial aid and scholarships in a substantive way to address this seminal issue.

Blanton believes that COVID-19 has simply increased the need to meet challenges that already existed for this generation of students. He says, “COVID is an accelerant—it accelerates and amplifies both challenges and opportunities. Add to that, with respect to higher education specifically, families know how important a degree is as a ticket to lifelong economic security. As costs rise, or as questions about access and affordability have increased, so too have concerns increased about higher education.”

AUTHENTICITY SELLSThis emerging generation is an empowered group not easily swayed by the status quo. Therefore, colleges and universities need to have a different approach to recruit Gen Z students. Higher education enrollment specialists need to cultivate the possibility for the kids to have an authentic and unique experience now more than ever. Childers says, “The Gen Z audience has developed a low tolerance for corporate advertising. Ads, in their opinion, are skippable. To reach Gen Z, colleges will need to create authentic experiences.”

Based on the characteristics of Gen Z, the pandemic, and the financial pressure, colleges and universities may want to pivot from a static message to one that

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Execute via omni- channel

journeys with the student—in order to be more authentic—moving to content that is dynamic and targeted to the individual student’s interests and needs.

Cost and safety concerns affect students’ decisions more than ever. Economic insecurity has left many families questioning whether they can afford higher education. And families and students, alike, want to know that an institution is doing all it can to ensure safety. Julie Balog, CMO at the University of Kentucky says, “Safety is multi-dimensional. It is, to be sure, physical safety and health. But it is also emotional well-being and mental health that matters. Students need a sense of belonging and acceptance, too.”

So what can schools do to send the right message in this foggy climate? Students and their parents want to get an idea of what the return on investment will be when they arrive on campus. As parents send the people they care most about to school, it is incumbent upon the

institutions to deliver safety, authenticity, and value all at once.

According to Balog, “The promise of higher education is so central to the American Dream: everyone can get ahead as a result of their potential and hard work. We honor that promise when we provide real value—the education and experience students receive on our campus—for the investment that families make with us.”

For all institutions of higher education, transparency and candor will be critical going forward. People understand that there are more unknowns than knowns. Therefore, they demand that schools be explicit with them. Blanton advises, “When things change, explain why they changed. When you make a mistake, acknowledge it quickly, apologize and move forward. Use language that is plain and straightforward.”

Marketing finds itself at the forefront of helping schools

connect with Gen Z. In turn, marketing must put itself in the mindset of students, families, policymakers and donors. As content takes the lead in marketing, it follows that stories are important to Gen Z. But heed Childers’ advice when he says, “Since authenticity is important, a relatable personal source is critical.”

There is nothing unique in the social world anymore and Gen Z was not as willing to share prior to COVID-19. So, schools must observe the tools they use and make sure that trust is paramount.

The true value of higher education is being challenged. But, it is still the cornerstone to a bright future. Tomorrow’s innovators, creators, leaders and public servants will still emerge from our campuses. Balog eloquently states, “We are the public servants whose work changes lives and transforms communities. We have our challenges. We are not perfect. But higher education remains a jewel in the American experiment that is still unrivaled for its quality and impact around the world. As marketers, we need to understand that responsibility—the responsibility of communicating about that value and what we mean to the future.”

“The promise of higher education is so central to the American Dream: everyone can get ahead as a result of their potential and hard work. We honor that promise when we provide real value—the education and experience students receive on our campus—for the investment that families make with us.” — JULIE BALOG, CMO, UNIVERSITY OF KENTUCKY

FASTEN YOUR SEATBELTS 7 digital disruptions coming in the next 5 years

Get ready! Digital disruption is on the way, and it’s coming at unprecedented speeds. Here’s what Smarter With Gartner, part of the global leading research and advisory company Gartner, Inc., says is coming in the next five years.

Nontraditional computing technologies Everything is smaller and smarter these days,

and technology is becoming more human-like.

DNA data storage Massive amounts of data in a small package,

and designed for longevity, will change how data is handled, stored and retrieved.

Distributed cloud With more remote workers, having access to cloud

services in different physical locations will be crucial.

Digital twin of the earth With a model of our planet, we can simulate

climate change, pollution and natural disasters.

Augmented humans Humans will be able to augment themselves,

which will bring countless future possibilities.

Technological biohacking Technology is constantly listening, analyzing and

storing data that can be used to enhance humans.

Emotional experiences Computers can now identify your emotions,

which can lead to mood-oriented computing and better personalization.

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Who is responsible for rolling out AI

Who’s in charge, here? Technology decisions are no longer simply ruled by IT roles due to recent purchasing trends, according to the 2020 “The State of AI in Advancement Report” by the AI in Advancement Advisory Council (AAAC). The majority of respondents said that the Executive Directors of Advancement Services were responsible for rolling out AI, which isn’t surprising given that they act as a bridge between the analytics side and fundraisers. Take a look at who else is at the head of technology and AI decisions.

BUILDING BLOCKSTHE INTELLIGENCE QUESTION

EXECUTIVE DIRECTOR OF ADVANCEMENT SERVICES

VICE PRESIDENT OF ADVANCEMENT

CIO/COO

EXECUTIVE DIRECTOR OF FUNDRAISING

CEO

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Challenges faced by studentsOBSTACLE COURSE

Deciding where to spend four years earning a degree is a huge decision, even more so during a pandemic. According to the “2020 Niche Senior Survey: College Search to Enrollment,” about half of college students

said that COVID-19 affected their college search, with 20% delaying their decision. Take a look at the challenges faced by students.

52% I WASN’T ABLE TO VISIT ANY/MANY COLLEGES

43% THE COST OF APPLYING WAS A BURDEN

37% STANDARDIZED TESTING WAS A BURDEN

31% MANAGING DIFFERENT APPLICATION REQUIREMENTS AND DEADLINES WERE A CHALLENGE

30% I FOUND IT CHALLENGING TO ORGANIZE MY LIST AND COMPARE COLLEGES

28% APPLICATION DEADLINES WERE EARLIER THAN I FELT PREPARED FOR

15% I DID NOT HAVE A COLLEGE COUNSELOR AT MY SCHOOL OR THEY WERE UNABLE TO HELP ME

8% I DIDN’T FIND THE MATERIALS AND OUTREACH FROM COLLEGES HELPFUL

4% MY FAMILY IS NOT SUPPORTIVE OF ME ATTENDING COLLEGE

29% I FACED OTHER CHALLENGES NOT LISTED

10% I HAD NO ISSUES

BUILDING BLOCKS

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The COVID-19 pandemic has changed the way of life for many, but especially New Yorkers. While healthcare workers across the globe continue to provide extraordinary support for those in need, communities can look to local

organizations like NYC Health + Hospitals, which is considered one of the largest municipal healthcare systems in the U.S., as influential heroes in the fight against the spread of COVID-19.

As NYC Health + Hospitals’ healthcare workers work day and night to provide care to their patients, Canon Solutions America, Inc., a wholly owned subsidiary of Canon U.S.A., Inc., has jumped in to lend support to these local frontline heroes. Delivering and activating over 1,300 printers for COVID-19 assessment and testing sites throughout 10 hospitals, seven community-based health centers, and four drive-thru sites across New York City, Canon Solutions America, Inc. has been able to initiate a seamless print infrastructure to support the printing needs of NYC Health + Hospitals in critical moments.

Canon Solutions America, Inc. provided NYC Health + Hospitals’ medical staff with printing capabilities in COVID-19 pop-up testing locations.

“It is clear that this team thoroughly understands the critical nature of the service provided by our employees,”

said Ishmael Miller, director of infrastructure services, NYC Health +

Hospitals. “We have shifted equipment

around to fill needs both in tents which will be used for testing, as well as rolled out equipment to reclaimed hospital space to increase the capacity of the hospital system. Saying that our staff, partners, and volunteers, such as those from Canon Solutions America, Inc.’s team, have gone above and beyond is quite the understatement.”

This close cooperation was built on the relationship established by the managed print services provided by Canon Solutions America, Inc. to NYC Health + Hospitals, which are an integral part of the hospital system’s “Epic EHR (Electronic Healthcare Record)” initiative. This program ensures that providers across NYC Health + Hospitals’ network can more easily access and engage in health data exchange across care settings. This recent effort culminated in approximately 7,000 Epic-enabled printers across NYC Health + Hospitals, helping the organization focus on utilizing its resources and time to support those who were in need.

“The selfless efforts taken by the Canon Solutions America, Inc. team servicing NYC Health + Hospitals further showcase the company’s rapid and unwavering support of NYC Health + Hospitals, as well as support in the fight against the COVID-19 global pandemic,” said Peter P. Kowalczuk, president, Canon Solutions America, Inc. “Going above and beyond to better service our customers and the community, even in trying times, is something we all should strive to achieve. This effort is a shining example of the power and heart of our team.”

CSA JUMPS IN TO HELP FRONTLINE WORKERS MEET PRINTING NEEDS

Delivering and activating over 1,300 printers for COVID-19 assessment and testing sites throughout 10 hospitals, seven community-based health centers, and four drive-thru sites across New York City, Canon Solutions America, Inc. has been able to initiate a seamless print infrastructure to support the printing needs of NYC Health + Hospitals in critical moments.

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