Marel Q1 2024 Investor Presentation from May 8, 2024
PSU Experiences2009
1. The Campus Visit
Experience
Penn State
Steve Mosert and Chris Walters - PSU Abington
Jeff Kallay and Trent Gilbert - TargetX
Monday, September 21, 2009
2. Give-away!
Drop your business card in the bag and
you might win!
Monday, September 21, 2009
3. Session Expectation:
Welcome
Welcome to the Experience Economy
Campus Visit in the news
PSU Abington Before & After
10 Steps to a Better Campus Visit Experience
Monday, September 21, 2009
4. Take-away:
The Experience IS the marketing
The campus visit should be top priority
Refresh the experience
Keep it real
Encourage storytelling
Monday, September 21, 2009
5. Remember:
“The experience is
the marketing!”
Monday, September 21, 2009
6. Your first trip to, or favorite
Walt Disney World or
Disneyland memory?
Monday, September 21, 2009
7. Are you one of the weekly
40 million that “makes it
your drink” at Starbucks?
Monday, September 21, 2009
8. Welcome to the
Experience Economy
Pine & Gilmore
Monday, September 21, 2009
9. Experience Economy 101
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Monday, September 21, 2009
11. Experience marketing
is about:
1. Repelling commoditization
2. Charging a premium price
3. Persuading consumers to pay
when they never did before
4. Selling “Memories”
Monday, September 21, 2009
12. The experience is higher
education marketing
Arts & Science Group Student Poll 2004
Monday, September 21, 2009
13. 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”
Monday, September 21, 2009
16. The college visit - does it do any good?
SFO Article: The college visit - does it do any good? Read Jeff's blog post
Monday, September 21, 2009
17. The college visit - does it do any good?
LA Times Article: On vacation -- at a college campus Read Trent’s blog post
Monday, September 21, 2009
18. 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
Monday, September 21, 2009
19. Campus Tour Pranks
Watch the video Watch more tour prank videos
Monday, September 21, 2009
20. Campus Visit in Record #’s
In Step with tradition: Campus Tours thriving
Monday, September 21, 2009
21. The Campus Visit DOES Matter
Read the New York Times Article
Monday, September 21, 2009
22. Penn State Abington
-Philadelphia area (many schools)
-45 wooded acres feels like a
a traditional campus
-3400 full time students
Monday, September 21, 2009
24. Penn State Abington
Before
Presentation Room
Admissions Lobby
Admissions Lobby
Monday, September 21, 2009
25. Penn State Abington - Before
Ambassadors on script - not enough stories
Monday, September 21, 2009
26. Penn State Abington - Before
A few
maintenance and
aesthetic issues
Monday, September 21, 2009
27. Penn State Abington -After
1. We have purchased an electronic Welcome Board for the center
hallway as soon as you walk into the building.
2. Office Lobby
a. Framed pictures of campus and students
b. Digital picture frame of student activities and life on campus
c. Improved furniture for more comfortable feel (including plants)
- as opposed to previous doctor office feel
3. Daily Visits - tour format changes - to include starting at Lion statue.
4. Offer Visit Program - progressive tours with stops in strategic locations
to hear from speaker for 5-10 minutes each.
5. Visitor Parking - still a work in progress
Monday, September 21, 2009
31. Penn State Abington After
A warmer admissions lobby
Monday, September 21, 2009
32. 10
Ten Steps to a better
visit experience
Monday, September 21, 2009
33. 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
Monday, September 21, 2009
34. 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
Elon University
Monday, September 21, 2009
35. 2. Craft a mini campus experience
- Engage ALL the senses
“83% of marketing appeals to sight, leaving a paltry 17%
to the other senses. Surprisingly, smell is the second most
important sense after sight, and not sound. In fact, 75% of
all emotional connections are based on smell.” Adweek review of Brand Sense
Woodford Reserve The Ohio State University
Monday, September 21, 2009
36. 2. Craft a mini campus experience
- Mix in the memorabilia - “ticket stub”
California Lutheran University The Ohio State University
Monday, September 21, 2009
37. 3. Set the expectation
- Before guests arrive (online, email, & mail)
- Explain route (will and won’t be seen)
Monday, September 21, 2009
38. 4. Spend no money
- Engage the “sense of the butt”
Millsaps College West Virginia University
Hampshire College Saint Joseph’s University
Monday, September 21, 2009
39. 5. Tell stories not statistics
- Stories render authenticity
Hendrix College
Albright College Lenoir-Rhyne University
Monday, September 21, 2009
40. 6. Reveal your school’s nomenclature
7. Keep it real - do what’s authentic to
your campus and experience
Millsaps College California Lutheran University
Monday, September 21, 2009
41. 8. Do you have a signature moment?
Cerritos Public Library Albright College
Westmont College
Millsaps College
Hampshire College
West Virginia Univeristy
Monday, September 21, 2009
43. 10. Top Ten Tidbits for Tour Guides
1. 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 it’s stressful and they look at you, not the campus
6. If you feel negatively about any other school - don’t name names
7. “Tour guides” or “ambassadors is boring - 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!
Monday, September 21, 2009
44. 5. Walking Backwards
Read the New York Times Blog and join the discussion
Monday, September 21, 2009
45. 5. Walking Backwards
1. Walk backwards, forwards, on your hands, on stilts, walk like an Egyptian just;
2. Set the expectation of the route,
3. Conduct intros and ice-breakers,
4. Don’t feel compelled to walk and talk to the group the whole time,
5. You’re in control - handle the group,
6. Direct them where to walk and go,
7. Gather up en masse to speak with them,
8. Speak individually with families as you walk,
9. Tell great stories not stats, people not program, and
10. Have Fun!
Monday, September 21, 2009
47. Today the most most
important conversation is
not the tour script
(monologue) but the
dialogue between you
and your guests
Monday, September 21, 2009
48. You have to give people the
tools to create their own
stories, memories, and
experiences
Monday, September 21, 2009
54. The Campus Visit
Experience
Penn State
Steve Mosert and Chris Walters - PSU Abington
Jeff Kallay and Trent Gilbert - TargetX
Monday, September 21, 2009
