Jeff Kallay's Presentation at KSU on 2/9. Includes links and more.

1. The Campus Visit -
An Insider’s Guide
Text
KSU | PLU Workshop
Jeff Kallay, VP Consulting, “Apostle of Authenticity”

2. Managing Expectations
“The Funnel”
Who is Jeff?
Who are you?
The college visit - research
The college visit - does it do any good?
Part Two
Authenticity - the “visitor” demand
How college’s keep it real - do students?
Part Three
Advice for parents and students
Insider’s Guide
Questions and Answers

3. Who is Jeff
TargetX - Technology | Consulting
450 colleges & universities with their online
and in person recruitment marketing
“Over Throwing Dead Culture”
We help make a college visits more
memorable, authentic, and fun

4. A few campuses this past year:
Ohio State | Elon | Furman | Alfred
Providence | Centre | Akron | NMU | Furman
Birmingham Southern | KSU | Millsaps | Tampa
Florida Southern | TCU | UNT | Cal Lutheran
Miami (OH) | Coker | SUNY Stony Brook
Oxford College | Delaware | Wittenberg | York
Southern Adventist | Trinity (TX) | Stockton 1
Hamline | Vermont | Hastings | Hendrix

8. Committed to Best Fit
Kaitlin Caitlin Kate Lynn

9. The Swag
Drop your name in the bag and
you might win:
TargetX Stuff:
Coffee Mug or Leeds Pen
1

10. About You:
Name
Position/Place
Favorite or most memorable
campus visit?

11. The college visit - does it do any good?

12. Look out for the Tourbot
Hsiao Mei National Taiwan University

13. Read the Article

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

15. The college visit - does it do any good?
LA Times Article: On vacation -- at a college campus Read Trent’s blog post

16. The college visit - does it do any good?
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

17. Campus Visit in Record #’s
In Step with tradition: Campus Tours thriving

18. The Campus Visit DOES Matter
Read the New York Times Article

19. Remember,
“It’s all about the visit!”
Arts & Science Group Student Poll 2004

20. 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”

21. “Effectiveness”
Noel-Levitz 2009

22. “Credibility”

23. Authenticity

24. Authenticity - Keep it Real
Watch the video Watch more tour prank videos

25. Authenticity
“We are searching to get a
grip on what counts for
people in their personal
and business lives.”
Pine and Gilmore’s website

26. Availability
Cost
Quality
Authenticity

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

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

29. “I visited and it
felt right!”

30. Authenticity
The new consumer demand
“America has toxic levels
of inauthenticity.
Time Magazine Report

31. Inauthenticity
That is the fundamental problem
with advertising: it’s a phoniness
generating machine.

32. Inauthenticity
The easiest way to be perceived
as phony is to advertise things
you are not.

33. Inauthenticity
Most campus visits render
inauthenticity!

34. Rendering
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.”

35. 10How colleges
render authenticity

36. 1. Know who they are
Don’t try to be all things to all people
The Ohio State University

37. 2. Say who they are
Draw a line in the sand
Baylor University

38. 3. 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

39. 3. Reroute beyond amenities
Don’t just show the showcase

40. 5. Let’s repeat, keep it real
Show those things specific to your student experience:
-small areas of campus that matter
-favorite places on and off campus

41. 6. Hop on the Cluetrain (talk with, not at)
"Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human.
They are conducted in a human voice.
University of Texas American University

42. 7. Champion stories (not statistics)
St. Edward’s University

43. 8. If visitors help create it,
it’s more authentic to them
Hendrix College
University of Louisville

44. 9. Bigger isn’t better
More visitors doesn’t increase yield

45. 10. Connect with best fit students
Hendrix College

46. “We all want what
we want when we
want it!”

47. What’s “Your” Drink?

48. What’s In Your Bowl?

49. What’s On Your iPod?

50. Advice

51. 13
Tips for Students
and Parents

52. 1. Do your research

53. Research
Online and In Print
Why are you visiting?
Have questions prepared

54. 2. Tortoise not the Hare

55. 3. Know who to ask what

56. 4. Be civil and polite

57. 5. Don’t ask dumb questions
or
5. Ask dumb questions in private

58. Ask questions that address
your wants (not the needs)

59. Needs are practical and
objective, wants are
irrational and subjective

60. 6. Cut your tour guide some slack

61. 7. Why do you want to sit in a class?

62. 8. Experience campus beyond admissions

63. 9. Experience the town

64. 10. Take Pictures - it all looks the same

65. 11. Write down immediate impressions

66. 12. Everyone can have a bad day

67. 13. Have Fun!
Watch the Yale Video Watch the TargetX Behind the Scene of the Yale Video

68. ?!
Questions
Comments
Rants
Raves

69. Download Presentation
1. www.targetx.com
2. click “iThink blog”
3. click “Presentation Slides” on left bar
4. click KSU/PLU
or
1. www.slideshare.net/targetx

70. The Campus Visit -
An Insider’s Guide
Text
KSU | PLU Workshop
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
kallay@targetx.com