Archive for 'Change'

A little less conversation

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Change.

It’s an emotionally charged word in higher education, if not a dirty one.  And it’s been the war cry here at TargetX since day one.

When I joined the company back in 2005, I was quickly immersed into a culture of higher ed professionals trumpeting the need for industry change.  Defects from a world of cushy benefits and questionable accountability, they struck out on their own to become a voice of change in an industry sliding desperately into denial.

Together the team here wrote blog posts and email newsletters outlining how colleges needed to engage a new generation and operate more efficiently.   We spent years speaking at conferences about the impending shifts in technology, generations, demographics and more.  We even created our ...

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Unless.

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“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” – Dr. Seuss

I’ve been doing some research for an upcoming set of conference presentations called “If I ran the zoo (and your admissions office too)” based on the lessons we can learn from the wonderful Dr. Seuss books. My timing couldn’t have been better with the recent release of “The Lorax” in theaters. We had a free Sunday night with my daughter and so it was time to grab some overpriced popcorn and snacks and nestle into our seats for the show.

I left the theater an hour and a half later with my mind racing with ideas to share. ...

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Marketing is the future

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American universities are not the only ones struggling with change these days. Sharply rising tuition and increasing competition from abroad have schools in the UK relying on marketing like never before.

For a higher education system that has hummed along since the 12th century, aggressive marketing was something other industries had to worry about. But that is changing, says Britain’s William Annandale, and he offers five predictions for the future of higher education marketing that may have relevance for those of us in the colonies:

Differentiate or die. “All HEIs [higher education institutions, as they're known in the UK] need to think clearly about their proposition and how they differentiate themselves. Importantly, this should be addressed from the perspective of target audiences: ...

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And the winners are…

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As one of the leading change agents in higher education, Jeff Kallay is always looking for kindred spirits. Especially when it comes time to select winners of the X Award, the annual prize from TargetX that goes to those who did the most to “overthrow dead culture” in college admissions.

Kallay lobbied hard for two of the top private colleges in the South for their innovative approaches to recruitment marketing, and his colleagues at TargetX agreed.

As a result, Saint Leo University in Florida has received the 5th annual X Award in recognition of an institution that has made great strides to overthrow dead culture, the phrase adopted by CEO Brian Wm. Niles to represent the company’s philosophy of modernizing student recruitment.

And ...

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Tracking trends

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Keeping up with what’s happening in higher education is easier said than done. So when articles like Nancy Griesemer’s “15 College Admissions Trends Worth Watching” comes out — it’s perfect for “on-the-go” counselors and directors of admissions.

Griesemer’s 15 trends come from the 2011 State of College Admission report provided by the National Association for College Admission Counseling (NACAC). This collection of data from NACAC, the College Board and the federal government makes up a comprehensive document with significant information about college admissions. Here’s just a sampling of Griesemer’s list and what it means for admissions:

The total number of high school graduates is down.
We’ll continue to see this decline through 2015. Enrollment and retention offices will be working ...

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The pulse of NACAC

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Common themes surfaced as 3,000 plus admissions professionals gathered last week in New Orleans for the annual conference of the National Association for College Admission Counseling. The mood among the crowd was filled with excitement and ideas for change in higher education.

In the midst of the conference action, admissions officers from across the country shared their thoughts with us at the annual iThink event which was held on the exhibit hall floor. We asked our friends and colleagues to complete this phrase — “I think admissions…” — and here’s what attendees had to say:

“Admissions is at a crossroads.” Many factors contributed to this widely used phrase, like the higher ed balance between being market driven and education-oriented, branding versus authenticity ...

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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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This summer I am going to…

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We are just days away from May 1 or May 2 as it might be this year, so I’d like to ask you a question.

What are you doing this summer?

I know thoughts of waves crashing and fruity frozen drinks with the warm sun shining might be the last things from your mind.  This is crunch time in the world of admissions.  Either you are holding your breath for the dust to settle on your class, or you are still running around trying to figure out how you are going to fill your class by the fall.  Maybe you should keep one eye on this year’s class and start focusing the other on May 2012.

It’s amazing to me how the summer ...

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Change is coming

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Do you find yourself mumbling, “Things have got to change around here,” as you try to make sense of the increasingly competitive world of student recruiting? You’re not alone. Some of the leading thinkers and practitioners in college admissions are coming together next week to talk about change.

More specifically, the three-day event in Los Angeles will address “how to change the conversation and action surrounding admissions polices and practices,” according to the organizers at the Center for Enrollment Research, Policy and Practice at the University of Southern California.

While there’s a strong scholarly tone to many of the scheduled sessions — such as “The Social Purpose of Sorting: An Economic Case” — it also seems that presenters and panelists intend to ...

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He wrote the book

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After years of hearing from colleagues, clients and competitors that he should write a book on student recruiting, Brian Niles has published a sobering look at the challenges faced by college admissions and an energizing set of solutions.

Entitled Overthrowing Dead Culture: A Vision to Change the World of College Recruiting, Niles offers what he calls “a familiar story of how combining business basics with innovation can lead to success — and a way to help the college admissions culture break away from the past.”

This need to break from the past is a central theme of the book and served as its catalyst. Niles, the nation’s leading authority on interactive recruiting in higher education, decided it was time to write the ...

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Baldwin-Wallace College now includes van ride during campus visit experience

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beevan

August and September are hectic times for our consulting campus visit team members. Trent Gilbert, Emily Welsh and I are crisscrossing the country conducting ambassador/tour guide training and checking the status of campus visit improvements at many clients.

But it’s also one of the most rewarding times. Besides having the opportunity to inspire student guides to be master storytellers, render authenticity and have fun, we get to see the progress consulting campus visit clients are making based upon our recommendations.

Recently Baldwin-Wallace College in NE Ohio implemented a walking-riding tour. BWC has a unique physicality because it’s the merger of two campuses (Baldwin and Wallace Colleges) and a third campus ...

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XpertTip No. 167: What's on your "To-Don't" list?

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Love him or hate him — the name Tom Peters rarely invokes feelings of neutrality.

As business’ bad boy of management consulting, he’s spent years inspiring boardroom’s top brass to quit being blasé and start being exceptional (oh, and he doesn’t always ask nicely;)

Even his Twitter bio outs him as a “professional agitator,” which is pretty authentic if you’ve ever read his books or seen him speak.  Tom is an outspoken leader who’s not afraid to draw a line in the sand and call it like he sees it — even if it turns people off in the process.

As a student of business (as well as a practicing addict;), I’ve followed Tom’s writings for years.

This weekend I spent some time catching ...

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“One Thing” to Improve Your Campus Visit

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During today’s Free on Friday Webcast, our Experience Evaluator, Emily Welsh and I discussed the basics of the campus visit.  As we enter the fall semester, now is a great time to take a close look at how the most important recruitment activity stacks up. We gave viewers 10 “R” words to reinforce the basics of the campus visit.  They are:

  • Registration
  • Roads – Signage, parking, getting to Admissions.
  • R-Aesthetic – (Ok, we couldn’t come up with an R) Aesthetic is ground zero of the campus visit.
  • Reception – How does the Admissions space make your visitors feel?
  • Restrooms – They are one of the first and last places your visitors experience.
  • Reiterate – How are you delivering information to your visitor?
  • Route – What are you ...
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York College of Pennsylvania – Campus visit makes front cover of their magazine

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When prospective consulting clients ask us what we do, or what they get specific to the campus visit, the answer is often big picture. We make the campus visit a top priority within admissions and ultimately campus wide. We help our clients fight the fight for the campus visit at their school.

Lately Trent Gilbert, TargetX’s CXO, Chief eXperience Officer, and I have been receiving a number of emails from consulting clients about improvements to their campus visit since working with us. That’s really the ultimate in satisfaction.

Recently, our clients at York College of Pennsylvania; Steve Neitz, Assistant Dean for Enrollment Management and Nancy Spataro, Director of Admissions sent us both electronic and printed hard copies of the ...

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Sell your Ideas.

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It’s May 28th and you have a laundry list of good ideas that you told yourself you would tackle post-May 1st. It’s time to start moving forward. How will you communicate your new ideas to your colleagues, director, dean or VP?

FastCompany.com featured helpful “how-to” tips from Sam Harrison’s new book IdeaSelling: Successfully Pitch Your Creative Ideas to Bosses, Clients, and Other Decision Makers. Harrison shares his top 12 ways to have your ideas heard.

A sampling of Harrison’s tips from IdeaSelling include:

“If they feel they birthed it, they can’t kill it.” Make the idea their idea. Allow your supervisor to help you come up with the idea and the sell will be easier.

“Stand tall, talk short.” No one will ever wish ...

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Changes that work

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Butler University’s deposits are up, and it appears to have less to do with the basketball team’s exhilarating run through March Madness and more to do with an impressive overhaul of the school’s recruiting communications.

Kristen Raves responded to last week’s Recruitment Minute about the common refrain on America’s campuses this year: “Apps are up, deposits are down.” Not at Butler, she said. “We have integrated new ideas into our marketing plan throughout this year and we are up in deposits!”

Here’s a small sampling of some of the things they did:

  • Deciding that fresh content was essential, Kristen told her student bloggers that they must post at least 3 times a week and include 2 links and a photo or video each ...
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Yielding best-fit students

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Forget about the top of the funnel, Jeff Kallay has been saying for years. It’s all about yield.

The popular thought-leader and campus-visit guru is about to put his money where his mouth is. Or, more accurately, your money.

Kallay is now heading up a new consulting venture that promises to be different from anything in the higher education industry. He wants to help a select group of colleges find unique ways to connect with best-fit students.

“I’m looking for ‘change agents,’” he says, “people who recognize that the old ways of doing things aren’t working anymore.”

One of those old ways is using mass marketing to fill the top of the recruitment funnel with as many warm bodies as possible. “Completely outdated, expensive ...

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Writing the future of admissions

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Get ready for more work and greater stress — at least according to predictions by some of your colleagues who responded to the question, “What does the future hold for college recruiting?”

For his forthcoming book — Overthrowing Dead Culture: The Vision to Change the World of College Admissions — TargetX CEO Brian Niles is asking admissions officers and their presidents to contribute to Chapter 10: “The Future.”

Submissions so far have ranged from the increasing role of technology to the age-old appeal of storytelling, from the growing importance of the campus visit to the changing nature of graduate admissions.

But one of the major threads is how the difficult job of recruiting students is only going to get more demanding and time ...

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Disney Stores, iPhone Apps, AR (Augmented Reality) and your campus tour

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So let’s connect some experience economy dots and make them all relevant to your campus visit programs.

Disney to finally make their Disney Stores an “Experience”
Disney Stores have never really matched the Disney Magic. They’re just stores. Passive buying. Not an experience and not at all reminiscent of a Disney park.

As reported in the New York Times:

“The world does not need another place to sell Disney merchandise — this only works if it’s an experience,” said Jim Fielding, president of Disney Stores Worldwide. The company plans to unveil the new look in May in Southern California, Long Island and Madrid, and is close to signing a lease for that Times Square flagship.

Theaters will allow children to watch ...

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Award goes to Enormous Luther

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For most schools, changing the way they market is like turning an ocean liner. That’s why college fairs, high school visits, search mailings and other recruiting staples still play such a large role and eat up so much of the admissions budget.

But there are some schools that can change direction like a jet-skier, and those are the ones that TargetX considered for this year’s “X Award” for excellence in student recruiting. The winner is a college in California that has made great strides in “overthrowing dead culture,” the phrase adopted by TargetX CEO Brian Niles to represent the company’s philosophy of modernizing admissions marketing.

California Lutheran University was recognized with the 3rd annual X Award for “reinventing recruitment marketing,” including such ...

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The Tipping Point (from a parent)

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For as long as I can remember (as far back as my senior thesis for my undergraduate degree on the costs and pricing of higher education), I’ve always had a nagging question about how colleges and universities price themselves.

In my last position at a university, I was “at the table” for discussions of pricing at all levels. I remember researching costs at competing schools, reviewing CPI trends, helping to generate profit-loss statements for the three major areas of the university (undergraduate, graduate and continuing studies) and making recommendations. In the end, a bottom up pricing model peppered with what I like to call “pulled from your butt” market-based increases in tuition was the ultimate decision, mirroring trends in ...

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You don't want to hear this.

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How many times have I said in presentations or sitting with clients: “You are no longer in control.” In my presentation slide I swap out my standard black background with a bright red one in order to drive home my point.

And I followup that simple statement with one that always tends to get a rise out of those who are listening and have been in admissions for many years: “And you never were.

More than 20 years ago I was introduced to the concept of the admissions funnel, the idea that students simply and cleanly move from one step to another with conversion rates that are eerily similar each year.  And at each stage, we’ve come to rely on what it takes ...

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