xpert summit jeff dna
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Finding your school's DNA and keeping it real.TRANSCRIPT
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Finding Your School’s DNA
Jeff Kallay, TargetX
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Your DNA isn’t your Brand
It’s much simpler
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Your DNA is the authentic
sense of selfThat connects with more best fit students
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Authenticity
“We are searching to get agrip on what counts for
people in their personal and business lives.”
Pine and Gilmore’s website
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1980’s1990’s2010’s
Marketing
Branding
Authenticity
History of Higher Education Recruiting Trends
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I’m an OK lover, but afterwards I like to snuggle and talk. Me too!
AUTHENTICITY
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Brands are Mirrors.
Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
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“I visited and it felt right!”
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AuthenticityThe new consumer demand
“America has toxic levelsof inauthenticity.
Time Magazine Report
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InauthenticityThat is the fundamental problem with advertising: it’s a phoniness
generating machine.
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InauthenticityThe easiest way to be perceived as phony is to advertise things
you are not.
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InauthenticityMost higher education marketing
renders inauthenticity
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Brands are Mirrors.
Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
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The MirrorExercise
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Take a deep cleansing breath1. Look in the mirror
2. Write down five words that describe you3. Look in the mirror again
4. Write down five words that describe you on a good day
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Now think about your school1. What students would you replicate?
2. Write down their names3. Write down adjectives and adverbs that
describe them4. Pick Two - create a hybrid baby
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Edit your words1. Come up with five words that describe
your hybrid baby2. Write them down on a separate piece of paper
3. There’s your DNA4. Does your marketing “reflect” it?
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Your DNA1. These words should be the filter with which
all recruitment marketing touchpoints2. Be authentic to it
3. Own it
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“Average Students Thrive Here”
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VulnerabilityVulnerability isn't a word that shows up on lists of ingredients for business success. Here's why it should: Without the willingness and ability to be vulnerable, we simply can't build deep and lasting relationships in business and, come to think of it, life.
“Vulnerability is often seen as a weakness; it's actually a sign of strength. People who are genuinely open and transparent prove that they have the confidence and self-esteem to allow others to see them as they really are, warts and all. There's something undeniably magnetic about people who can do that.” Businessweek
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Keep It RealVulnerability isn't a word that shows up on lists of ingredients for business success. Here's why it should: Without the willingness and ability to be vulnerable, we simply can't build deep and lasting relationships in business and, come to think of it, life.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 (or tour)
not only stands out negatively, but it comes off as bland
and ordinary.” Read the complete survey results Password: sacac
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Finding Your School’s DNA
Jeff Kallay, TargetX