2010 Faculty Retreat PDF

1. It’s All About the
Experience
American University 2010 Faculty Retreat
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”

3. Managing Expectations
Remember the context
You won’t agree with me
You’re educated and smart; take what is relevant to you
Welcome to The Experience Economy
What does it means to you and American University?
Questions and Answers
Download PDF at in www.targetx.com/slideshare

4. 1. Brighter students
2. Full pay students
3. Diversity
4. More of all the above

7. “Credit crisis hits student borrowers.”
The Boston Globe, April 2009
“Loan crisis goes to college.”
CNN Money.com, May 2010
“College loans are the new subprime crisis”
New York Times, June 2010

9. It’s all about the
experience!

10. Recruitment and
retention is
everybody’s job!

12. 1. Active citizenship
2. Learning from leaders
3. Washington as a
powerful lab of learning

13. “The experience is the marketing.”
Arts & Science Group Student Poll 2004

14. 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”

15. “Effectiveness”
Noel-Levitz 2009

16. Read the Chronicle Article

17. Read In Step with tradition: Campus Tours thriving

18. Read On vacation -- at a college campus

19. 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.

20. Read the New York Times Articles

21. Read UB October 2009 Online

22. Read the US News and World Report Article

23. Read the St. Louis Post Dispatch Article

24. Read the Washington Monthly Magazine

25. Welcome to
The Experience Economy
Pine & Gilmore

26. The Experience Economy
is about:
1. Repelling commodization
2. Charging a premium price
3. Persuading consumers to pay
when they never did before
4. Selling “Memories”

27. The Experience Economy 101
n
sio
og
res Experiences
Pr
ic
om
on
Service/Information
Ec
of
ry
eo
Th
Industrial
Agrarian

28. The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn

29. 10
Ten Tenets of TEE

30. 1. Integrate the four E’s
Higher Education is the experience economy: 4 E’s
Absorption
Entertainment Education
Passive Participation Active Participation
Esthetic Escape
Strategic Horizons, LLP Immersion

31. 2. Aesthetics, Esthetics & Cues
Fast Company, October 2010 Photograph Courtesy of McDonald's NDG Australia
"If you have a restaurant that is appealing, contemporary, and
relevant both from the street and interior, the food tastes better."
Don Thompson, COO

32. 2. Aesthetics, Esthetics & Cues
Elon University

33. 3. 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.”

34. 3. Authenticity or “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

35. 4. Customization
“What’s your drink?

36. 4. Customization
Hendrix College

37. 5. Sensory Engagement

38. 5. Sensory Engagement
Miami University (OH)

39. 6. Emotional Engagement

40. 6. Emotional Engagement
Lehigh University

41. 7. Storytelling

42. 7. Storytelling
St. Edward’s University

43. 8. Signature Moment(s)

44. 8. Signature Moment(s)
Westmont College

45. 9. Theme

46. 9. Theme
1. Active citizenship
2. Learning from leaders
3. Washington as a
powerful lab of learning

47. 10. Memorabilia
The Ohio State University

48. 10. Memorabilia

49. Play Your Role
Use the experience economy tenets when working
on open house, yield and accepted events
Support the Office of Enrollment when they come a
calling and ask for your help with visit experiences

50. Play Your Role
Accept Demanding and Savvy Consumers
“They Want What They Want When They Want It”
Stop and Say “Hello” and “Welcome”
Remember requests to meet with faculty and staff
or sit in class are norm not the exception

51. It’s All About the
Experience
American University 2010 Faculty Retreat
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
kallay@targetx.com www.targetx.com/slideshare