overthrowing dead culture, brian niles
DESCRIPTION
Keynote given by CEO Brian Niles at the 2010 Stamats Integrated Marketing Conference in Chicago, July 2010.TRANSCRIPT
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There is a growing disconnect between how colleges recruit students and how students
search for the right-fit college.
TargetX Vision Statement, 1998
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Decline in HS GraduatesCurrent Economic Climate
Change in Parental Generation
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New CompetitorsFor Profits
Community CollegesLocal State Schools
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>40%Discount Rates
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<25%Yield Rates
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We ourselves must be the change we want to see in
the world.
Mahatma Gandhi
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The Tipping Point
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Change Agents
False Hope
Business As Usual
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Formula 4 ChangeCampus Culture
Embracing AuthenticityDecisive Leadership
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2.Do What You Do Best.Outsource the Rest.
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6.Watch Your Language
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9.Embrace Urgency
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10.Take Away the Chairs
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Regularly hire consultantsDifficulty scheduling meetings
Committee to create committeesFrequently missing deadlines
Discussion inward focusedFailures of past stall new ideas
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“It’s Ours to Lose”
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Stop flirting with me. Stop trying so hard.
Stop killing trees. Answer me. Communicate with me.
TargetX/SACAC Perception Survey, 2009
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WebsitesAll about the “how”
(what about the “why”?)
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LettersGeneric. Junk. Waste.
(why do you look the same?)
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EmailsSpam. Strange. Similar.(talk/respond to me!)
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SocialWe’re talking about you
(do you care?)
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VisitsBoring. Generic. Impersonal.
(can I see myself here?)
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ParentsDramatic Rise in Influence
(do you have a plan?)
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Be who you are and say what you feel because those who mind don’t matter and those who
matter don’t mind.
Dr. Seuss
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Brands R Mirrors
Know UR DNA
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TaglinesInauthentic at Best.
Generic & Weird at Worst.
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Stories not Stats.People not Programs.
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AuthenticityPeople and the
Stories they Share.
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If your institution were a car, restaurant or retail establishment, what would
it be and why?
Ask your students.
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Shared Experiences
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It’s about control.
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Managers manage within paradigms. Leaders lead
between paradigms.
Joel Barker, futurist
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We’re in a paradigm shift.(perfect storms force that)
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Who is a “decision maker”
in the room?
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Decline in Shared Governance
Rise of Corporate Leadership
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Committees cannot be held accountable.
Only people can be.
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at your deskin meetingswith your teamwith your customersin the bathroom
__%__%__%__%__%
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Never doubt that a small group of thoughtful, committed
citizens can change the world. Indeed it is the only thing
that ever has.
Margaret Mead
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Talent. Tools. Training.
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Share InformationManage DevelopmentRaise Professionalism
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Sales
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Business
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Customers
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Generate revenues.Provide a service.Have expenses.Profit (or not).
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Smart Phones/LaptopsInternet Access
Student Data (CRM)
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Out of Office
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Sales & Financial AidCustomer Service
Technology
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Don’t chase the tools.Chase the goals.
Howard Kang, BlueFuego
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Who is in charge of your social web
strategy?
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targetx.com/videos
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If your website sucks ...
webpagesthatsuck.comedustyle.net/service_review.php
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Me?
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Let go.Participate.Integrate.Sustain.
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Facebook?Twitter?SMS?
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The experienceis the marketing.
Joe Pine & Jim Gilmore
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#12005 Arts & Science
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71%2007 Eduventures
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Top 52009 Noel-Levitz
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>90%I visited campus and
it just felt right.
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College is an intimate choice.
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The Most Common Mistake
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There is no college degree in Admissions.
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Prioritization.
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Creative/Cutevs. Authentic
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Call the Office/RegisterPark where they Park
Pee where they Pee Take a real Tour
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Never let a good crisisgo to waste.
Rahm Emanuel
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Kathy Kurztomorrow morning
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Price-vs-PrestigeSelling the Value
Selling to Mom/DadSelling Going AwayCross-Training Staff
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$180,000
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Institution Actual Cost
Perceived Value
ValueProposition
Your College
1
2
3
4
5
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targetx.com/shelfari
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If you’re not confused,you’re not paying attention.
Tom Peters
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Don’t look to your competition for answers.
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Look for immediate action steps. Now!
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Take risks. Embrace failure.Let go of control.
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Something has changed within me. Something is
not the same. I’m through with playing by the rules of
someone else’s game.
Defying Gravity, from the musical Wicked
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Close your eyes ... and leap.
Surround yourself with talented, passionate people.
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Thank you for your time.Peace.