Archive for 'Campus Visit Experiences'

Focus.

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Anyone who has spent any time with me knows that if I try to do more than one thing at the same time, none of those efforts are done well. I’m probably not too different from most of you. So for me to be effective as a manager or a partner or a father, it’s important that I stay focused on one thing at a time. Multitasking isn’t the ability to do multiple things at the same time. It’s a rapid shifting between multiple things without dedicating quality time to any one thing. The key here is “quality.”

For the first five years of TargetX, we provided our email broadcast tool (now called eXpress) to many industries — higher education, ...

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Do you have a Millennial problem?

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Even though I’m a proud card-carrying member of Generation X, I’ve grown to love and understand Millennials. But according to Advertising Age magazine, they don’t love McDonald’s, a brand to which I was extremely loyal in my youth. Ronald McDonald

As children during the 1960′s, we viewed McDonald’s as a rare treat. But as teenagers in the 70′s and 80′s, its Golden Arches drew us like moths to a flame. It was the place to gather after most high school and church youth group activities. It was for many in our generation, a home (with a red Mansard roof) away from home.

Well, times have changed. A recent article in Ad Age reveals ...

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Render authenticity (Part 2)

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authenticity_erasedIn last week’s Recruitment Minute, Render authenticity (Part 1), I talked about why it is important to render authenticity in your campus visit experience.  In this week’s conclusion, I want to help you understand a few ways you can move that process along on your own campus.

College is a transformative experience.

Most colleges and universities hope to light a spark within their students, encouraging them to spend their lives learning something new, trying something different and striving to be their best. Institutions want students to participate in class, sign up for an internship, study abroad, engage in community service, live in the residence halls — and most importantly — ...

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Render authenticity (Part 1)

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be-authenticIt’s that time of year. The ball is no longer in your court. Your accepted students are in control and they decide which institution they attend next fall. It’s time for you to get real, ditch the script, and connect with your best-fit students.

Authenticity. It’s a topic mentioned both directly and indirectly in higher education circles and in articles talking about ways to get the most from your college visit experience. However, it isn’t always the easiest subject for campuses to wrap their head around, especially this time of year.

Admissions leadership is constantly forced into a corner, thinking “Ok, accepted student, I know you want to see what is real, ...

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Have you seen the restrooms?

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Do you have a driving route that you normally take for family vacations? One where you know all the proper places to stop and use the restroom? For example — my family stops at the Dunkin’ Donuts before we get on the NY Thruway.

We have all had moments with friends or family where they need to use the facilities and we say “Wait. Don’t go here, the bathrooms are gross, wait until we get to the next place, the restrooms are cleaner.” Clean restrooms are such a priority for people that a close friend of mine recently introduced me to the iPhone app, “Where to Wee.” The ...

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Campus engagement pays off

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Within higher education’s increasingly competitive environment, admissions counselors are well aware that their outreach involves not simply providing reliable information, but the responsibility to actively seek students who will succeed at their institutions.

Even so, while pressure mounts for counselors to produce numbers (visits, applications, etc.), the most talented representatives will look beyond standard drivers to find creative ways to demonstrate what words can only describe.  For example, the claim that college is a time to explore, learn and create, and that “College X” knows how to support students throughout the process is, at best, a promise.  Easily made, easily broken, and not particularly memorable.

If college is about learning, then we believe that the admissions process ought to be about learning, ...

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Real stories of change

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Each month, the TargetX Campus Visit Consulting team has been featuring stories of change from current clients, tips we have learned on campus and/or trends we have seen that impact higher education.

These posts (the “Three T’s: Talks, Tips and Trends”) are designed to illustrate that change takes time and change faces challenges. Campus visit tips can take all forms and the trends we see in our everyday lives impact the visit and the students we are trying to recruit.

When you read the posts, we want you to think about the experiences you have had that shaped the way you approach recruiting students at your school.

This month, Jennifer McLendon of the University of North Texas talks about how ...

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Campus Visit Talk: Jennifer McLendon and University of North Texas

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Each month the Experience Team from TargetX will share with you a Campus Visit Tip or Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with and the places we pull our inspiration from. Here is this month’s “Talk”.

This month’s featured Talk is with:
Jennifer McLendon
Visitor Experience Manager
University of North Texas, Campus Visit Client since 2008

Q: How did you work to create change within your campus visit?

I’ve been the Visitor Experience Manager for my alma mater, the University of North Texas, for over 11 years now. During that ...

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Campus Visit Tip: Reveal Outcomes

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Each month the Experience Team from TargetX will share with you a Campus Visit Tip, Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with and the places we pull our inspiration from. Here is this month’s “Tip”.

Reveal Outcomes

Open up a newspaper and you are bound to see an article that questions the value of higher education. Heck, this morning on the Today Show there was an entire segment on it. The articles and stories all ask the question “is college still worth it?”. It is the question on the minds of most families as they come to campus for a visit or ...

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Campus Visit Trend: “How much financial aid did ‘they’ give you?”

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Each month the Experience Team from TargetX will share with you a Campus Visit Tip, Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with, and the places we pull our inspiration from. Here is this month’s “Trend”.

Ten years ago the number one question parents asked during a campus visit was, “What’s the party scene?” Then after the tragedies at Virginia Tech and Northern Illinois the priority question by parents was “How safe is this campus?” After our economy tanked the mainstream media began beating up Wall Street, then they singled out the mortgage industry; now they have their sights on higher education. ...

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Campus Visit Talk: Jodi Bailey and Alfred University

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Welcome to the first of a series of posts related to the Campus Visit! Each month the Experience Team from TargetX will share with you a Campus Visit Tip, Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with, and the places we pull our inspiration from.

Recognizing that so many of us learn from the stories of others, we want to give you a glimpse inside the experiences of our clients. Each month we will profile one of our campus visit clients with the hopes that you can learn from them and ...

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Campus tours and the Gilligan’s Island dilemma

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As the “Token Millennial” in the TargetX office, I’d like to put you in a young adult’s shoes for a minute.

Imagine that you’re 22-years-old, getting ready to take a new job and moving from Vermont to Georgia. After discussing it with your family (and posting it on Facebook of course), what is the first thing you do?

You MapQuest it.

You want to see just how long it will take mom and dad to get to you if you need them. The results? 17.5 hours and 1067 miles, minimum. I guess if you need them you better plan ahead — no more weekend trips home to do laundry.

You’re ...

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Chevy looks to Disney to improve the dealership experience. What does your admissions office look like?

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I’ve often said that much of our automobile brand experience doesn’t just take place in the car but in the dealership. It’s where you buy and get your vehicle serviced that often manifests the brand experience. This is why back in the 90′s I bought Infiniti(s) — they created well designed dealerships (and were early providers of the now near industry-standard roadside assistance and loaner vehicle).

Similarly we often say that your admissions office or visitor center space is the first, often the longest and last impression of your school. The importance of the campus visit and campus visitors are both on the increase. This crucial first “impression” is why so many schools are investing in new or renovated spaces. (Continue Reading

“I didn’t know we had a pool”

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There’s a scene in Disney/Pixar’s WALL-E where the humans are in their space cruiser, floating about on hover chaise lounges, focused only on their computer screens and oblivious to their surroundings and to reality. Two of the characters’ computers break and they have an epiphany. They discover that their space cruiser has a pool and they dip their toes in and begin splashing about. They live in the moment.

It’s summertime! And millions of us are escaping our offices and computers (do you go off the grid on vacation?) and are heading to the pool, beach, shore, mountains and amusement parks. And many prospective families are including a visit to your campus as part of their summer ...

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Time to start asking “why?”

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As admissions professionals, we often go about doing things the same year after year…after year. We continue to do search the same way, we are still producing thousands of full-color glossy view books that we know students throw away, and we are still hosting the same events the way we have done them for years — no matter the outcome.

In today’s market where there are decreasing numbers of high school students, increasing options available after high school, disappearing budgets, reduced staff levels, more demands by your prospective students, more applications and more visitors, it is time to start asking “Why?”

I know it sounds like a simple question to ask but often we get caught up in the ...

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What Mercedes and other auto brands can teach you about your visit experience

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I’m a car guy.

Back in 6th grade I had subscriptions to Road & Track and Car and Driver. My father sold cars and managed dealerships. He used to quiz me on the year, make, and model of cars we passed while driving – by day and by night (Yes, I can identify a car based upon its headlights).

Take a look at the Global Fortune 500 top 25 companies list. It’s inundated with oil and car companies.

So what does all this mean to you in admissions? At TargetX, we always encourage you to look beyond the school up the road for best practices and to look outside of admissions. Car companies are a great place to look for best ...

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It's all about the experience!

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In 1999, I read a review of the groundbreaking text, “The Experience Economy: Work is Theatre and Every Business a Stage” by Joe Pine and Jim Gilmore. Finally someone so intelligently explained what I always believed about business: it’s not what you say or do, but how you make people feel.

With The Experience Economy as our blueprint, TargetX Campus Visit Consulting began six years ago this month. Our first client was Rider University. Since then we’ve taken thousands of campus tours and worked with hundreds of colleges across the country to help them stage authentic, engaging and memorable campus visits designed to connect with more best-fit students and help reach enrollment goals.

An updated edition of the book has just been ...

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What do your walls say?

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While there is no official definition, everyone seems to have something that comes to mind when they think about hotel art. On a whole it refers to those generic art pieces on hotel walls designed not to invoke any real emotion from an individual looking at it. Basically, it won’t offend anyone but makes the room look less empty. Playing it safe.

College admissions spaces have an unfortunate tendency to lean the same way. Your lobby and waiting room walls are frequently covered in historical images of the old gentleman who gave a lot of money to the school and has since died or bragging point articles from years before your current prospective students were even born. The items shown in ...

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You travel too

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Welcome to iThink’s newest blog! At TargetX we think higher education needs to look outside of itself to learn best practices so my blog, Lessons from the Road: From Atlanta to your campus and back will help you do just that! It will be tough to rival the masterpieces of TargetX’s other bloggers, but I’m up for the challenge!

For those of you who know us, you know the campus visit team is always on the go. Since joining the team a year ago, I have been on 83 different airplanes, driven many rental cars, stayed countless nights in hotels, and been on as many as four different campuses in a single week. Unless I experience excessive delays or cancellations, you ...

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Know your niche and market to nobody

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When I talk with admissions leaders, cabinets, or boards, everyone wants to talk about what separates them from the school up the road. Yet, most schools tend to look and sound like the school up the road.

It seems like schools that are trying to be all things to all people are the schools that are having enrollment challenges. Ambiguity confuses the market place. A university president once asked, “What’s the greatest mistake we can make regarding a campus visit?” My reply was to have a family get in the car at the end of of their time on campus and say, “Nice school, but nothing special.”

Great marketing and positioning might offend. It might not appeal to the masses, but it ...

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Building better tour guides

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Be careful, warns U.S. News reporter Jackie Mantey to college-bound students, your campus tours may be led by guides who “decided pointing at landmarks would be a better job than flipping burgers for food services” and who rely on “a word-for-word recitation of the school’s brochure.”

As news media have increasingly focused on the critical role of campus visits in the college selection process, student guides who lead the tours have gotten a lot of press — and not all of it good.

“There seems to be this assumption that tour guides are paid to say exactly what the schools want,” says campus visit expert Emily Welsh. “Parents especially seem surprised that many student guides are volunteers and their schools are not ...

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Girl Scouts Are Using Them. What About You?

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As we’re approaching the time to convert applicants to deposited and enrolled students, everyone is thinking about yield.

Each yield communication and event should have a purpose and a call to action; it should take you to the next step.

Many of you will be hosting events for students who have applied and have you near the top of their list. While you’ll roll out the red carpet, gussy up the campus, serve better-than-average food, and have a meet and greet with your president, do you have a plan of action to get the students to take the next step?

These events are about garnering the deposit, so why not take a cue from Girl Scouts? They are selling cookies to countless small ...

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Waiting for the Dead Poets Society Moment

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They come in all different sizes and all different levels of content.  Some give a specific route, others just a mandate on what to show.  Some give facts and figures (there are 1,314,649 books in the library), others read like a Hollywood script.  I am talking about the beloved tour guide training manual.

I wonder what the norm is for this manual?

After searching high and low, and talking to several schools, I have found one that is challenging the norm: Alfred University. They aren’t even calling it a manual, but rather a Reference Guide. Only a few pages long, it has information for the guides to reference – expectations, the tour route, a brief history of the buildings, list ...

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Demystifing the Application Process

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If you work on a college campus, you are an educator.  You may not teach a class as an admission professional, but you should take ownership to educate the school’s applicant pool.

Often we assume that people understand the process, but they don’t. We need to take time (either while on campus during a visit or via the web) to explain the process.

A recent email that went viral around the TargetX offices was this video from Centre College in Danville, KY. This is one way they educate their applicants.

Sure, it is a little tongue-in-cheek, but it is entertaining and it does educate their applicants on the process at Centre.

How ...

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New Year's Resolutions to Improve the Campus Visit

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Happy New Year!!!

Now that the decorations are down (maybe) and the sleep deprivation from being forced to stay awake until midnight has subsided (not really), it is time to think about 2011.  I know that some of you spent New Year’s Day thinking about your personal resolutions. Maybe you want to lose weight, watch what you eat (I am limiting myself to one Twix bar per week out of the snack basket on the plane), be more organized, or respond to emails in a more timely manner.  No matter what your personal resolutions are, I think you should add three more to the list.  These resolutions will help you improve the ever-important campus visit.  Call this your list of work ...

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