macac 50 campus visits

50 Campus Visits In One Year:

The Highs and LowsJeff Kallay, Experience Evangelist, TargetX

Kevin Kropf, Director of Admission, Albion College

- Much to cover in short time - I strive to overwhelm- “Big Picture” thinking - it’s about change- Experience Economy 101- Recap Ten Steps that make the difference between a tour and an experience- The Lows (let’s hope your school isn’t featured)- The Highs (featuring a near perfect experience)- Questions along the way and at close of session- Give-a-ways (did you submit your business card?)- PDF available online

Let’s Manage Expectations

“I Love My Clients!”- I’ve got the greatest job thanks to them and TargetX- I couldn’t do what I do without them- They are the ones with courage and vision to bring me to their campus and listen to my consultation- The Lows - they know already and are correcting- The Highs - more often than not- All have highs and lows- Did I say, how much “I love my clients!?”

The Experience Economy 101

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Experiences = Memories

Experience marketing is about:

1. Repelling commodization 2. Charging a premium price3. Persuading consumers to pay when they never did before4. Selling “Memories”

Arts and Science Group

Remember, “The experience is the marketing.”

Arts & Science Group Student Poll 2004

Arts and Science Group

The experience is higher education marketing

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”

- 84% use the web most heavily in researching colleges- 71% say the campus visit is the most trusted source of information

10Ten Steps that make the difference between

a tour and an experience

1. Integrate the four E’sHigher Education is the experience economy: 4 E’s

Entertainment Education

Esthetic Escape

Strategic Horizons, LLP

Absorption

Immersion

Active ParticipationPassive Participation

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

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Elon University

2. Craft a mini campus experience

- Mix in the memorabilia - “ticket stub”

California Lutheran University

3. Set the expectation - Before guests arrive (online, email, & mail) - Explain route (will and won’t be seen)

Map courtesy of Lenoir-Rhyne University and Sketches

Lenoir-Rhyne University

4. Spend no money

- Engage the “sense of the butt”

Albright College

The Saint

Joseph’s

University

Millsaps College

Hampshire

College

4. Spend no money

- Engage the “sense of the butt”

Albion College

5. Tell stories not statistics

- Stories render authenticity


Hendrix College


Lenoir-Rhyne UniversityLenoir-Rhyne UniversityLenoir-Rhyne University

Albright College

5. Tell stories not statistics

- Stories render authenticity

Albion College


Lenoir-Rhyne UniversityLenoir-Rhyne UniversityLenoir-Rhyne University

6. Reveal your school’s nomenclature7. Keep it real - do what’s authentic to

your campus and experience

California Lutheran UniversityMillsaps College

8. Do you have a signature moment?

Westmont College

Hampshire College

Albright College

Cerritos Library

Hampshire College

Milsaps College

8. Do you have a signature moment?Hampshire College

Albion College

Albion College

9. Mystery shop your tour (and your competitors)

10. Top Ten Tidbits for Tour Guides1. 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 they look at you, not the campus

6. If you feel negatively about any other school - don’t name names

7. “Tour guides” is boring - you’re bright, 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!

The Lows

Expectations Not Managed- Difficult to find “Visit” information on websites “How many clicks?”- No email, phone, or mail confirmation- Not fully explaining how long to be on campus and what all a visit entails- Just kind of sit and wait in office or visitor’s center

There’s better parking in Hell- No visitor parking- Not enough visitor parking- No wayfinding signage- Country Mile from Admissions

Am I in a Doctor’s office?- Or a funeral parlor?- Dark, depressing Admissions Offices or Visitor’s Centers- Harsh fluorescent lighting- Chairs around the walls or crowded- No music, computers, or refreshments- Nothing you want to read or look at

Am I in a Doctor’s office?

Negative Cues

Model Rooms That Aren’t

Tours That Are Too Large

Disengaged Tourbots

http://www.youtube.com/watch?v=avYUL1A-WUM

The Highs

Expectations Managed- Easy to find “Visit” information on websites “1-2 clicks?”- Email, phone, or mail confirmation- Explaining how long to be on campus and what all a visit entails- Engaging pre-tour experience in office

It’s like parking in Heaven- Easy to find visitor parking- Tons of visitor parking- Wayfinding signage - Close to Admissions

Occidental Occidental

Southern New Hampshire

I’m not at the Doctor’s office!- Authentic look and feel- Bright, comfortable Admissions Offices or Visitor’s Centers- Indirect and pendant lighting- Furniture clustered in groups- Music, computers, refreshments- Stuff you want to read or look at

Not a Doctor’s office!

Albright College


West Virginia University


Troy University


Hobart and William Smith

Birmingham-Southern College




Hobart and William Smith Hobart and William Smith

See more at: http://picasaweb.google.com/ExperienceEvangelistCollegeAdmissionAndVisitorCenterImages


Aesthetic/Esthetic


Transylvania University

Aesthetic/Esthetic


Assumption College

Stories & Storytelling



St. Edwards



Hobart and William Smith Hobart and William Smith

Engaging Tour Guides, Memories and Memorabilia

American University

Albright

Albright College


Occidental College

UArts

University of Louisville


Lenoir-Rhyne University Northern Kentucky University


Centre College

It takes an entire campus:“Whatever we accomplish belongs to our entire group. A tribute to our combined effort” - Walt Disney

“People may not remember what you did or said, but they will always remember how you made them feel.” - Jeff Kallay

Recommended reading

TargetX Knowledge Centertargetx.com “click knowledge center”

The Experience Economy & AuthenticityJoe Pine and Jim Gilmore

Brand SenseMartin Lindstrom

The Experience Evangelist Blog

Download Session PDFwww.targetx.com>click “iThink Blog”>Presentation Slides

http://www.targetx.com

http://www.targetx.com

50 Campus Visits In One Year:

The Highs and LowsJeff Kallay, Experience Evangelist, TargetX

Kevin Kropf, Director of Admission, Albion College