2010 Bethel College

1. Your Campus Visit:
Paving the Potholes
NACCAP 2010
Text
Jeff Kallay, VP Consulting, “Apostle of Authenticity”

2. The Chronicle of Higher Education
Read the Chronicle Article

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

4. Los Angeles Times
LA Times Article: On vacation -- at a college campus Read Trent’s blog post

5. Los Angeles Times
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

6. Boston Globe
In Step with tradition: Campus Tours thriving

7. New York Times
Read the New York Times Article

8. US News and World Report
Read the US News and World Report Article

9. University Business
Read UB October 2009 Online

10. Five Campus Visit Potholes

11. 1
Not Being
In Sync

13. Get In Sync

14. Students-Admissions
Stories-Stats
People-Programs

17. 2
Toxic Levels of
Inauthenticity

18. Watch “Tina the Tour Guide”

19. Watch “Tina the Tour Guide”

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

21. Time Magazine What’s Next 10 Ideas Changing the World

22. “To thine own
self be true.”
-Polonius

23. “You shall know
the truth, and the
truth shall set
you free.”
-Jesus

24. “Be yourself.”
-Graham Nash,
Enrique Inglesias,
Hawkwind,
Audioslave and
Mister Rogers

25. “I visited and it
felt right!”

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

27. “I visited and it
felt right!”

28. “Most Influential”
Arts & Science Group Student Poll 2004

29. “Most Trusted”
- 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”

30. “Effectiveness”
Noel-Levitz 2009

31. 3
Tourbots

33. Invasion of the Tourbots
Read the Article

34. Storytelling is
in our blood

35. Students-Admissions
Stories-Stats
People-Programs

36. “I am a man, and
men are animals
who tell stories.”

37. Stories are
how most of
us learn

39. 20% headlines 20% body copy
(to the point) (details)
50%
10% graphic
illustrations
(visual)
(stories)

40. POP
Point of Proof

41. Great stories engage,
give goosebumps, and
give a feeling of
“suspension”

42. Storytelling Scale
Guest Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others

43. 4
Bubble-boy
Syndrome

45. Inform Your Campus

46. Inform Your Campus

47. 5
Death March

49. Presidential Parade of Favorites
Don’t just show the showcase

50. Pave Your “Potholes”
1. Get In-Sync
2. Be Authentic
3. Turn off the Tourbots
4. Burst the Bubble
5. Re-think the Route

51. Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/

52. Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts

53. Download Session PDF
#1 Go to www.targetx.com
click iThink Blog
click Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 Look for email with link

54. Your Campus Visit:
Paving the Potholes
NACCAP 2010
Text
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
kallay@targetx.com