Your Campus VisitPaving the Potholes

Text

Jeff Kallay VP Consulting ldquoApostle of Authenticityrdquo

NACCAP 2010

The Chronicle of Higher Education

Read the Chronicle Article

The Chronicle of Higher Education

Read the Chronicle Article

San Francisco Chronicle

SFO Article The college visit - does it do any good Read Jeffs blog post

Los Angeles Times

LA Times Article On vacation -- at a college campus Read Trentrsquos blog post

Los Angeles Times

LA Times Article On vacation -- at a college campus Read Trentrsquos blog post

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

Boston Globe

In Step with tradition Campus Tours thriving

New York Times

Read the New York Times Article

US News and World Report

Read the US News and World Report Article

Read UB October 2009 Online

University Business

Five Campus Visit Potholes

1Not Being In Sync

Get In Sync

Students-AdmissionsStories-Stats

People-Programs

2Toxic Levels of Inauthenticity

Watch ldquoTina the Tour Guiderdquo

1Not Being In Sync

Get In Sync

Students-AdmissionsStories-Stats

People-Programs

2Toxic Levels of Inauthenticity

Watch ldquoTina the Tour Guiderdquo

Get In Sync

Students-AdmissionsStories-Stats

People-Programs

2Toxic Levels of Inauthenticity

Watch ldquoTina the Tour Guiderdquo

Students-AdmissionsStories-Stats

People-Programs

2Toxic Levels of Inauthenticity

Watch ldquoTina the Tour Guiderdquo

2Toxic Levels of Inauthenticity

Watch ldquoTina the Tour Guiderdquo

Watch ldquoTina the Tour Guiderdquo

Watch ldquoTina the Tour Guiderdquo

1980rsquos1990rsquos2010rsquos

Marketing

Branding

Authenticity

History of Higher Education Recruiting Trends

Time Magazine Whatrsquos Next 10 Ideas Changing the World

Time Magazine Whatrsquos Next 10 Ideas Changing the World

ldquoTo thine own self be truerdquo

-Polonius

ldquoYou shall know the truth and the

truth shall set you freerdquo

-Jesus

ldquoBe yourselfrdquo-Graham Nash

Enrique Inglesias Hawkwind

Audioslave and Mister Rogers

ldquoI visited and it felt rightrdquo

Brands are Mirrors

Branding only works when itrsquos authentic We purchase on the basis of conforming to self-image

ldquoI visited and it felt rightrdquo

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

ldquoYou shall know the truth and the

truth shall set you freerdquo

-Jesus

ldquoBe yourselfrdquo-Graham Nash

Enrique Inglesias Hawkwind

Audioslave and Mister Rogers

ldquoI visited and it felt rightrdquo

Brands are Mirrors

Branding only works when itrsquos authentic We purchase on the basis of conforming to self-image

ldquoI visited and it felt rightrdquo

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

ldquoBe yourselfrdquo-Graham Nash

Enrique Inglesias Hawkwind

Audioslave and Mister Rogers

ldquoI visited and it felt rightrdquo

Brands are Mirrors

Branding only works when itrsquos authentic We purchase on the basis of conforming to self-image

ldquoI visited and it felt rightrdquo

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

ldquoI visited and it felt rightrdquo

Brands are Mirrors

Branding only works when itrsquos authentic We purchase on the basis of conforming to self-image

ldquoI visited and it felt rightrdquo

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

Brands are Mirrors

Branding only works when itrsquos authentic We purchase on the basis of conforming to self-image

ldquoI visited and it felt rightrdquo

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

ldquoI visited and it felt rightrdquo

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

Arts amp Science Group Student Poll 2004

ldquoMost Influentialrdquo

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

ldquoMost Trustedrdquo

Eduventures 2007 Survey of 7867 High school junior and seniorsReported in The Chronicle of Higher Education ldquoProspective Students Rely on Campus Visits and Web Sites to Learn About Colleges Report Saysrdquo

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

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

ldquoEffectivenessrdquo

Noel-Levitz 2009

3Tourbots

Invasion of the Tourbots

Read the Article

3Tourbots

Invasion of the Tourbots

Read the Article

Invasion of the Tourbots

Read the Article

Storytelling isin our blood

Students-AdmissionsStories-Stats

People-Programs

ldquoI am a man and men are animals who tell storiesrdquo

Stories arehow most of

us learn

20 headlines(to the point)

20 body copy(details)

50illustrations

(stories)

10 graphic(visual)

POPPoint of Proof

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Students-AdmissionsStories-Stats

People-Programs

ldquoI am a man and men are animals who tell storiesrdquo

Stories arehow most of

us learn

20 headlines(to the point)

20 body copy(details)

50illustrations

(stories)

10 graphic(visual)

POPPoint of Proof

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

ldquoI am a man and men are animals who tell storiesrdquo

Stories arehow most of

us learn

20 headlines(to the point)

20 body copy(details)

50illustrations

(stories)

10 graphic(visual)

POPPoint of Proof

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Stories arehow most of

us learn

20 headlines(to the point)

20 body copy(details)

50illustrations

(stories)

10 graphic(visual)

POPPoint of Proof

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

20 headlines(to the point)

20 body copy(details)

50illustrations

(stories)

10 graphic(visual)

POPPoint of Proof

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

POPPoint of Proof

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Great stories engagegive goosebumps and

give a feeling of ldquosuspensionrdquo

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Storytelling ScaleGuest Engagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

4Bubble-boySyndrome

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Inform Your Campus

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Inform Your Campus

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

5Death March

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Presidential Parade of FavoritesDonrsquot just show the showcase

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Pave Your ldquoPotholesrdquo1 Get In-Sync2 Be Authentic

3 Turn off the Tourbots4 Burst the Bubble

5 Re-think the Route

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Want More Read Our Blogs

TargetX Blog at wwwtargetxcomithink

Free on Friday Webcasts

Free On Friday Webcasts Watch Past Webcasts

Download Session PDF1 Go to wwwtargetxcom

click iThink Blogclick Slide Presentations

2 Go to wwwslidesharenettargetx

3 Look for email with link

Your Campus VisitPaving the Potholes

Text

Jeff Kallay VP Consulting ldquoApostle of Authenticityrdquokallaytargetxcom

NACCAP 2010